Advertising on Facebook
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Advertising on Facebook

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This presentation provides tips and strategy for advertising on Facebook.

This presentation provides tips and strategy for advertising on Facebook.

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  • OK, so our agenda today is ….read above
  • Reference to McDonalds….The last line is my observation based on working with clients that advertise on both.
  • “Click the create ad button….there is no create account link anywhere.”Go to next slide.
  • “Don’t use an image that is too granular or that will not be easily recognizable in such a small format. You literally have seconds to make an impression, so the image is very important. We will talk a bit more on that later in the presentation.Facebook will resize the image for you, but should basically fit those dimensions….ie not really tall, etc.
  • “Don’t use an image that is too granular or that will not be easily recognizable in such a small format. You literally have seconds to make an impression, so the image is very important. We will talk a bit more on that later in the presentation. Be careful in your use of capital letters and punctuation. Facebook wants the text to read basically as a normal sentence…..unlike AdWords etc.
  • The geographical targeting is basically at the state or large city level….but Facebook is working to add more small cities as well. Think about the age group and gender that most represents your clients. If you are selling hair loss treatments you will want to target primarily older men.And finally think about what keywords you want to target that would appear in your potential customers profile. Facebook will give you a little help in that area as we will see in a minute.
  • So here is what the targeting panel looks like in Facebook. It’s a simple and easy to use interface. Pick your location….age range, Gender, etc.Keywords are a little different…..think of keywords that may appear on your target customers profile. They try to key them in….Facebook will dynamically search its keyword list and give you that keyword if it exists or suggest others that are close. Choose your keywords carefully and avoid the ‘shotgun’ approach. This is a bit similar to advertising on Google AdWords….its good practice not to use too many keywords for a given ad. Tip#1 resist the temptation to use every keyword you can think of….I will explain why a little later.
  • Here is the effect with adding another keyword….notice the estimated profiles that match that targeting is now 31,300 up from 14,500. The keyword logic is an “or” logic…..in other words Facebook counts the profile if either of those words are in the profile description….not both.Again, the goal is not to reach as many people as possible…..the goal is to reach the prospects that are most likely to be interested in your product.
  • Talk about the budget at the campaign level. Facebook spends the spend out over the 24 hours….you can specify certain days, but not times.Bid Price – Tip #2 When you are first starting out ---bid on the high side of the suggested bid. Facebook moves you to the head of the line and gives you an audition right away. Tip #3….give your ad a couple days to ‘settle in”….don’t be too wowed by the initial numbers.Tip #4 Always use the CPC pricing model to start with…..I have never had a client use CPM…! Its too expensive!
  • So here we are pointing out where you set the budget, the type of pricing, set the campaign name and of course bid on your ad spots. So how does the bid work? Facebook basically has three Ad slots per page. So the advertisers bid to get their ad to show up when the Facebook profile contains the keywords that are bid on. As an advertiser, you are bidding against all the other advertisers that are targeting that profile.
  • In this step we actually create the account…which is what we initially set out to do in the beginning. Note that you will need an email address as the account login ID. If you are creating this account for a business and primarily for PPC advertising, I recommend that you set up a Gmail, Yahoo, or some other generic email address for this purpose. Or a separate email address using your company email account…like facebook@companyname.com
  • In this step you review your ad and give the ad a name. Give this a little thought if you intend to use multiple ads and or campaigns. This is the last step before adding your credit card information. Since Facebook already has my credit card info, I don’t get that option here….but it is very straight forward.You can also see what the ad will actually look like and the budget and bid numbers. And you can go back in and fix anything you don’t like.When you hit the place order button you will go to a page that takes your credit card info if this is the first ad you have created.
  • Ok, a little more detail. Many accounts have multiple campaigns. This allows you to more tightly control your overall budget by allocating it among various campaigns. This is especially useful for ad testing. We’ll show an example in the next slide.
  • We are going to use a Yoga Studio as the business in our examples. They want to sell a Yoga video. So one of the variables they want to test is response to the advertising by gender. What we typically do, is set up two campaigns. The reason we set up two campaigns is because in this example the most likely result is that females will make up the large majority of the customer base….so if we want to keep overall spend to $100/day…..we may allocate $80 to the female targeted campaign and then $20 to the male targeted campaign. Otherwise we may not get enough data for the males.
  • Here is another example of Account segmentation by campaign. Each of these campaigns can contain multiple ads, but be careful that you are really only testing one thing at a time…..if possible. In this case we are testing four English speaking markets. So if we are selling shoes, make sure each campaign has the same ads and keywords…..like hiking or running.
  • CPM is the most important guide to maintaining a successful Facebook campaign over the long term. CPM stands for Cost Per Thousand impressions. Facebook wants to get at least $.20 every thousand times it shows an ad. Many customers will say that their ads are not running or that they ran for a few days and but now they are not getting any clicks…..that problem is almost always CPM related. It is very common for ads to do very well for a couple of days. Facebook actually jump starts ads a bit to see what their click thru rate is going to be….and then their software determines how many impressions that ad will get. And typically customers will click on new ads they see…..
  • This graph illustrates ad burnout and how quickly your ad may stop showing. This ad was doing great on Tues…but by Monday of the following week it was diving bad and by Tues had stopped. We got it going again the next week and it stabilized. The Facebook algorithm can be very unforgiving, so you really need to watch ads daily if you are counting on the traffic.
  • Try not to treat the keyword part of the process as a contest to see how many keywords you can possibly think of that might apply to your product. It might actually be fine as a brainstorming process, but when it comes time to actually pick keywords for an ad, you will want to group them into groups with similar intent. I will give an example on the next slide.
  • In this example we are selling piano lessons. So we start looking for keywords. Some are more relevant than others but we think we have done a pretty good job. And there are probably dozens of others that could apply. But we need to resist the temptation to just lump all these in one ad. In the next slide I will suggest some natural groupings for these keywords.
  • I would recommend, if possible, to create separate ads for each of these groups. Certainly at least for the Artists and Brands. Why? So that you know what is actually working and what is not. This may be the most valuable tip in this webinar and will most likely save you many times the price of admission. When you combine many keywords into one ad, you dilute the high CTR keywords with the low CTR keywords…and end up paying too much for your clicks. Remember the CPM/CTR issue with Facebook.
  • What could actually be happening is that you have one really good performer and that the other keywords are masking that performance. In this example, assuming an equal number of impressions per keyword (and that’s to keep the math easier to do in my head)…you would have an ad CTR of .025 and that would effectively mean you would pay about $.90/click. If you stuck with just the Learn Piano keyword, you would only pay about $.30 per click…big difference, especially for those who are on a limited budget….and who isn’t?
  • There are a number of ways to track your results, but one of the most often used is the reporting on Facebook its self. Facebook reporting is fairly primitive and there are really two basic reports that you will typically use most often…..advertising performance and Conversion reporting.
  • Just click on this link on the Campaign review page to go to the reports section.
  • Report type – Advertising Performance, Responder Demographics, Responder Profiles, ConversionsSummarize by – Account, Campaign or AdTime Summary – Daily, Weekly MonthlyDate Range – self explanatoryFormat – Excel, Webpage
  • Date– Organize by day, week, monthImpressions– how often your ad was displayedClicks– how often someone clicked on your ad and went to your site or fan page.Click Rate – same as ctr…very important to your end costs.Conversions – how many times the conversion code was evoked…explain in detailConversion % - percentage of conversions per clicks.CPC – Cost per Click. That is what you paid vs what you bid. CPM – Cost per Thousand Impressions….this is what Facebook cares about…and you want to run about .20 or better.Spend – self explanatory….this is at the account level on this report.Unique Impressions – IP addresses that saw your ad…basically equates to people. Note its much smaller than impressions.Unique Clicks – basically the same idea, only for clicks. Unique people that clicked on your ad.Unique click rate – unique impressions/unique clicks.
  • OK, I want to show you one more report just so you know its available, but we are not going to spend a lot of time on it. Here is how you get to the responder demographics report. Simply choose that type of report in the report type drop down box.The rest of the parameter selection is the same as performance report…..but the parameter choices are more restricted. For example no daily or weekly time frames.
  • OK, I want to show you one more report just so you know its available, but we are not going to spend a lot of time on it. Here is how you get to the responder demographics report. Simply choose that type of report in the report type drop down box.The rest of the parameter selection is the same as performance report…..but the parameter choices are more restricted. For example no daily or weekly time frames.
  • OK, so here is the detail on that report. This is for an actual customer, but I hid the campaign name. These are stats for the month of March.As you can see here, ….Gender , age, and region are the demographics that it tracks…..We typically find that this is more interesting than really useful, but you do want to look for surprises like a very low CTR for any given demographic.
  • There are a number of ways to track your results, but one of the most often used is the reporting on Facebook its self. Facebook reporting is fairly primitive and there are really two basic reports that you will typically use most often…..advertising performance and Conversion reporting.
  • There are a number of ways to track your results, but one of the most often used is the reporting on Facebook its self. Facebook reporting is fairly primitive and there are really two basic reports that you will typically use most often…..advertising performance and Conversion reporting.

Transcript

  • 1. Facebook Advertising Tips and Best Practices – Welcome!
    Intro to Site Pro Specialties
    Presentation Goals
    Presentation Agenda
  • 2. Introduction - Site Pro Specialties
    Who, What, Where...
  • 3. 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.
  • 4. 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.
  • 5. Where
    Site Pro Specialties
    4545 E. Shea Blvd
    Suite 100
    Phoenix, AZ 85028
    602-314-3479
    AllanK@SiteProPPC.com
  • 6. 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
  • 7. 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
  • 8. 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.
  • 9. 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.
  • 10. Setting Up an Account
  • 11. 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.
  • 12. Creating an Ad
  • 13. 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?
  • 14. Creating an Ad - Targeting
  • 15. Creating an Ad - Targeting
  • 16. 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.
  • 17. Creating an Ad - Pricing
  • 18. Creating an Ad – Account Info
  • 19. Creating an Ad – Review Ad
  • 20. Tips and Strategy - Campaigns
  • 21. 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.
  • 22. 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.
  • 23. Tips and Strategy - Campaigns
  • 24. Tips and Strategy - Ads
  • 25. 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.
  • 26. 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).
  • 27. Tips and Strategy - Ads
  • 28. Tips and Strategy - Keywords
  • 29. 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’.
  • 30. Tips and Strategy - Keywords
    Ad Performance - Keywords. Example.
    Piano lessons – possible keywords
    Piano
    Learn piano
    Steinway
    Liberace
  • 31. Tips and Strategy - Keywords
    Ad Performance - Keywords. Example part 2.
    Piano lessons – possible keywords
    Piano - instrument
    Learn piano - action
    Steinway - brand
    Liberace - artist
  • 32. 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
  • 33. Tips and Strategy - Evaluating Results
  • 34. Tips and Strategy - Results
    Tracking Results – Reports
    Advertising Performance
    Demographic Performance
  • 35. Tips and Strategy - Results
  • 36. Tips and Strategy - Results
  • 37. Tips and Strategy - Results
  • 38. Tips and Strategy - Results
  • 39. Tips and Strategy - Results
  • 40. Tips and Strategy - Results
  • 41. 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.
  • 42. Tips and Strategy - Questions
    Thank You!
    Questions?