Facebook Advertising Tips and Best Practices – Welcome! Intro to Site Pro Specialties Presentation Goals Presentation Agenda
Introduction - Site Pro Specialties Who, What, Where...
Who Site Pro was founded by Al Kuenn I am a PMI Certified Project Manager and have a Marketing Degree from the University of Toledo. I has been successfully working in the Information Technology business since 1985.
What We are currently managing a number of Facebook campaigns for clients and in fact we are managing over $50K/month in ad spend on Facebook alone. Site Pro Specialties is proud to be a Facebook Beta Test partner.
Where Site Pro Specialties 4545 E. Shea Blvd Suite 100 Phoenix, AZ 85028 602-314-3479 AllanK@SiteProPPC.com
Facebook Advertising - Goals Learn to navigate Facebook advertising Discover how to create ads to best reach your audience Find out what types of ads are the most effective Increase results with expert keyword targeting techniques Learn how to avoid costly pitfalls
Facebook Advertising - Agenda Intro to Facebook advertising Setting up your account Organizing your ads and campaigns Creating ads for peak performance Choosing keywords to target your audience Evaluating your results
Intro to Facebook 400 Million Users Spend an average of 53 Minutes online each day. Advertising on Facebook is typically half the price of Google AdWords advertising.
Setting Up an Account http://www.facebook.com/advertising/ The first thing you will do is create an ad. It seems a bit backwards, but all the major advertising engines do it that way.
Creating an Ad Things to know (or think about) before you create your Facebook ad. What landing page do you want send your prospects to? What do you want to say in your ad? What image do you want to use in your ad? It needs to adapt to a 110 x 80px format size.
Creating an Ad - Targeting Creating an ad part 2 -- Targeting. What geographic location(s) do you want to target with your ad? What Age Group and Gender do you want to target? What Keywords will you want to target?
Creating an Ad - Pricing Creating an ad part 3 -- Pricing. Organize your account by campaign Think about your daily budget. Budget is set at the campaign level. Setting your bid price. Follow the suggested bid! Use the CPC pricing model.
Tips and Strategy - Campaigns Ad Organization - Campaigns. Organize your account by campaign. Budget is set at the campaign level. Ads are shown on the account level. Most accounts have multiple campaigns.
Tips and Strategy - Campaigns Ad Organization - Campaigns. Example – Yoga Studio. Set up one campaign to target females Set up one campaign to target males. All other parameters are the same….keywords, ad image, bid, etc.
Tips and Strategy - Ads Ad Performance - Strategy. The most important thing is to watch CPM. You need to keep CPM at about .20 or better. Change your ad periodically when CPM starts to fall. CTR directly affects CPM.
Tips and Strategy - Ads Ad Performance - Tips. Use as little verbiage as possible to convey your message. Use an image that grabs attention. We typically change the images in our ads weekly….again to keep CTR/CPM up. Bid on the higher range of the suggested bid to keep the ad going for extended periods (2 weeks, etc).
Tips and Strategy - Keywords Ad Performance - Keywords. Your keyword choices are limited to the keywords that Facebook tracks in their members profiles. Don’t put too many keywords in an ad. Keep the keywords in an ad ‘related’.
Tips and Strategy - Keywords Ad Performance - Keywords. Example. Piano lessons – possible keywords Piano Learn piano Steinway Liberace
Tips and Strategy - Keywords Ad Performance - Keywords. Example part 2. Piano lessons – possible keywords Piano - instrument Learn piano - action Steinway - brand Liberace - artist
Tips and Strategy - Keywords Ad Performance - Keywords. Example part 3. Piano lessons – possible keywords Piano – instrument - .02 CTR Learn piano – action - .06 CTR Steinway – brand - .01 CTR Liberace – artist - .01 CTR
Tips and Strategy - Summary Five Things We Learned Today How to create a Facebook campaign How to create an ad on Facebook Techniques for targeting your ads, including keyword strategy How to use CPM to help with your bidding strategy How to use reporting to track results.
Tips and Strategy - Questions Thank You! Questions?