Facebook Ads: You Can Make  Them Work!    Learn to “Like”    Facebook in 25       minutes.#likeFacebookAds
#likeFacebookAds                   trada.com
Chad Hacker,Director of Optimizer Enablement            @trada         Anna Sawyer,       Marketing Manager       @annafsa...
FACEBOOKIMPRESSIONS  4 EVERY DAY
Facebook Ads are the     The bottom line:       most versatile,                           targeted way to                 ...
Challenges with  Facebook advertising     (why it’s scary)Chad Hacker: @trada      Anna Sawyer: @annafsawyer
BANNER BLINDNESS
You have to hire agraphic artist to make  all the ad creative.
Targeting ispowerful - but how do you get your adsin front of the right people?
Who sees your ads?Chad Hacker: @trada      Anna Sawyer: @annafsawyer
Facebook Glossary                         The number of individuals                         who liked your Facebook       ...
Facebook Glossary                         The number of individual             Reach       people who saw your            ...
Facebook Glossary                         The number of people      Social Reach       who saw your sponsored             ...
Facebook Glossary                         The average number of        Frequency        times each person saw             ...
Basic Ad FormatsChad Hacker: @trada     Anna Sawyer: @annafsawyer
Basic ads
“Like” ad       Links to tab on       Facebook pageChad Hacker: @trada      Anna Sawyer: @annafsawyer
Event ad        Links to eventChad Hacker: @trada      Anna Sawyer: @annafsawyer
Application ad    Links to applicationChad Hacker: @trada        Anna Sawyer: @annafsawyer
Standard ad     Links to specified            URLChad Hacker: @trada      Anna Sawyer: @annafsawyer
Sponsored             StoriesChad Hacker: @trada    Anna Sawyer: @annafsawyer
Sponsored  Stories  Chad Hacker: @trada   Anna Sawyer: @annafsawyer
Page “Like” Story   Mary-Jane likes your          page  Page “Like” Story lets   Mary-Jane’s friends  know about the likeC...
Page Post Story   You published a post    to your page’s fans      Page Post Story     allows this post to     show up in ...
Page Post “Like”           Story     Fidji liked one of    your page posts in      the last 7 days       Page Post “Like” ...
App Used and    Game Played Story    Lauryn played/used      your app/game    App Used/Game  Played Story tells her    fri...
App Share Story  Hayes shared a story  from your app in the       last 7 days  App Share Story lets  Hayes’ friends know  ...
Check-in Story    Lisa checked in or   claimed a deal using     Facebook Places    Check-in Story lets    Lisa’s friends k...
Domain Story     Mike liked/shared    content from your   website or pasted a  link from your site to          his wall   ...
[WEBINAR]Facebook Ads:    WhichAd Types andTargeting are   for You?January 19, 2012
The complexity andpotential of targeting
age         likes                        interests    birthday There are so manyways to target ads in                     ...
Narrowing your audience     When choosing  targets, focus on two          things:                          Thinking outsid...
Targeting Overview     800 MillionSegment & Hypertarget         UsersLeverage Targeting Options:                          ...
Thinking outside the            box:  Let’s say you want to      sell golf clubs.Chad Hacker: @trada        Anna Sawyer: @...
Nick is an obvious           target.Chad Hacker: @trada       Anna Sawyer: @annafsawyer
Barbara doesn’t like   gold - but she does   like the Palm Beach      Country Club.Chad Hacker: @trada       Anna Sawyer: ...
Chaz doesn’t have     the word golf    anywhere on his   profile. But he plays  golf for a living: he’s a         sales guy...
Yes, you should try   the obvious targets.   But Facebook’s best   advertisers use non-     linear thinking to         tar...
Campaign     organization tipsChad Hacker: @trada      Anna Sawyer: @annafsawyer
Let’s compare Facebook      to paid search!          Paid Search                 Facebook            Campaign     comparab...
Don’t create campaigns with manydifferent targets and ads. Keep yourcampaigns small!
Do not put all    segmented target      groups in one   campaign - as your   ads are competing   within the campaign.Chad ...
Prevent ad fatigue,   or banner blindness,     by changing ads        frequently.                          As soon as     ...
[WEBINAR]                            Leveraging standard ads and Facebook Ads:              sponsored stories     Which   ...
Here’s where we take two  minutes to show you how   Trada can help you run   Facebook advertising...... and it doesn’t cos...
Trada has a community of Facebook adsexperts and ad creatives (designers) who do             the work for you.
Multiple experts workon your campaign at   the same time.       You get:Intuitive hypertargetingConstant optimization   Fr...
There are no fees to use   the Trada-for-FacebookMarketplace and have access  to our certified experts. You can get started...
KP Elements: Trada forFacebook Case Study
KP Elements: Trada forFacebook Case Study                         CAMPAIGN                         STATS:                 ...
KP Elements: Trada forFacebook Case Study                         “I was spending at least 10 hours                       ...
@trada      Time for questions!        @annafsawyerFor more information or to schedule a Trada demo, email                ...
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[WEBINAR] Facebook Ads: You Can Make Them Work

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Facebook Ads expert Chad Hacker and Facebook Ads fangirl Anna Sawyer explain the fundamentals. Learn to “Like” Facebook! We’ll show you how you can make Facebook measurable, attainable and profitable.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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Transcript of "[WEBINAR] Facebook Ads: You Can Make Them Work"

  1. 1. Facebook Ads: You Can Make Them Work! Learn to “Like” Facebook in 25 minutes.#likeFacebookAds
  2. 2. #likeFacebookAds trada.com
  3. 3. Chad Hacker,Director of Optimizer Enablement @trada Anna Sawyer, Marketing Manager @annafsawyer trada.com
  4. 4. FACEBOOKIMPRESSIONS 4 EVERY DAY
  5. 5. Facebook Ads are the The bottom line: most versatile, targeted way to advertise online. And they have incredible reach.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  6. 6. Challenges with Facebook advertising (why it’s scary)Chad Hacker: @trada Anna Sawyer: @annafsawyer
  7. 7. BANNER BLINDNESS
  8. 8. You have to hire agraphic artist to make all the ad creative.
  9. 9. Targeting ispowerful - but how do you get your adsin front of the right people?
  10. 10. Who sees your ads?Chad Hacker: @trada Anna Sawyer: @annafsawyer
  11. 11. Facebook Glossary The number of individuals who liked your Facebook page, RSVPed to your event, Connections or installed your app within 24 hours of seeing your ad or sponsored story. Basically, a connection is a conversion.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  12. 12. Facebook Glossary The number of individual Reach people who saw your sponsored stories or ads. Reach can be equated to unique user impressions.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  13. 13. Facebook Glossary The number of people Social Reach who saw your sponsored stories or ads because their friends liked your page, RSVPed to your event, or used your app.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  14. 14. Facebook Glossary The average number of Frequency times each person saw your campaigns sponsored story or ad. This is helpful for gauging ad fatigue.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  15. 15. Basic Ad FormatsChad Hacker: @trada Anna Sawyer: @annafsawyer
  16. 16. Basic ads
  17. 17. “Like” ad Links to tab on Facebook pageChad Hacker: @trada Anna Sawyer: @annafsawyer
  18. 18. Event ad Links to eventChad Hacker: @trada Anna Sawyer: @annafsawyer
  19. 19. Application ad Links to applicationChad Hacker: @trada Anna Sawyer: @annafsawyer
  20. 20. Standard ad Links to specified URLChad Hacker: @trada Anna Sawyer: @annafsawyer
  21. 21. Sponsored StoriesChad Hacker: @trada Anna Sawyer: @annafsawyer
  22. 22. Sponsored Stories Chad Hacker: @trada Anna Sawyer: @annafsawyer
  23. 23. Page “Like” Story Mary-Jane likes your page Page “Like” Story lets Mary-Jane’s friends know about the likeChad Hacker: @trada Anna Sawyer: @annafsawyer
  24. 24. Page Post Story You published a post to your page’s fans Page Post Story allows this post to show up in more fans’ news feedsChad Hacker: @trada Anna Sawyer: @annafsawyer
  25. 25. Page Post “Like” Story Fidji liked one of your page posts in the last 7 days Page Post “Like” Story lets Fidji’s friends know about post likeChad Hacker: @trada Anna Sawyer: @annafsawyer
  26. 26. App Used and Game Played Story Lauryn played/used your app/game App Used/Game Played Story tells her friends about this actionChad Hacker: @trada Anna Sawyer: @annafsawyer
  27. 27. App Share Story Hayes shared a story from your app in the last 7 days App Share Story lets Hayes’ friends know about the shareChad Hacker: @trada Anna Sawyer: @annafsawyer
  28. 28. Check-in Story Lisa checked in or claimed a deal using Facebook Places Check-in Story lets Lisa’s friends know about itChad Hacker: @trada Anna Sawyer: @annafsawyer
  29. 29. Domain Story Mike liked/shared content from your website or pasted a link from your site to his wall Domain Story lets Mike’s friends know about this actionChad Hacker: @trada Anna Sawyer: @annafsawyer
  30. 30. [WEBINAR]Facebook Ads: WhichAd Types andTargeting are for You?January 19, 2012
  31. 31. The complexity andpotential of targeting
  32. 32. age likes interests birthday There are so manyways to target ads in apps education Facebook, it can beincredibly confusing. timeline friends content event fans RSVPs
  33. 33. Narrowing your audience When choosing targets, focus on two things: Thinking outside the boxChad Hacker: @trada Anna Sawyer: @annafsawyer
  34. 34. Targeting Overview 800 MillionSegment & Hypertarget UsersLeverage Targeting Options: Target by: Country, State, Province Demo and Geo City or Zip Code Targeting Targeting Target by: Gender, Age, Birthday, Workplace & Relationship Status, Language Education Targeting Target by: Workplace, Education, Preferred Language Likes and Interest Target by: Favorite TV Shows, Targeting Movies, Books, Music, Hobbies, Religion, Political Views Small number of targeted users
  35. 35. Thinking outside the box: Let’s say you want to sell golf clubs.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  36. 36. Nick is an obvious target.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  37. 37. Barbara doesn’t like gold - but she does like the Palm Beach Country Club.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  38. 38. Chaz doesn’t have the word golf anywhere on his profile. But he plays golf for a living: he’s a sales guy.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  39. 39. Yes, you should try the obvious targets. But Facebook’s best advertisers use non- linear thinking to target ads.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  40. 40. Campaign organization tipsChad Hacker: @trada Anna Sawyer: @annafsawyer
  41. 41. Let’s compare Facebook to paid search! Paid Search Facebook Campaign comparable to Account comparable Ad group to CampaignChad Hacker: @trada Anna Sawyer: @annafsawyer
  42. 42. Don’t create campaigns with manydifferent targets and ads. Keep yourcampaigns small!
  43. 43. Do not put all segmented target groups in one campaign - as your ads are competing within the campaign.Chad Hacker: @trada Anna Sawyer: @annafsawyer
  44. 44. Prevent ad fatigue, or banner blindness, by changing ads frequently. As soon as click-through rate trends down, submit new content!Chad Hacker: @trada Anna Sawyer: @annafsawyer
  45. 45. [WEBINAR] Leveraging standard ads and Facebook Ads: sponsored stories Which Hypertargeting tips Ad Types and Measure your Facebook ROI Targeting are for You? Facebook’s NEW new bidding! January 19, 2012Anna Sawyer: @annafsawyer trada.com
  46. 46. Here’s where we take two minutes to show you how Trada can help you run Facebook advertising...... and it doesn’t cost any more than if you were to do it yourself. trada.com
  47. 47. Trada has a community of Facebook adsexperts and ad creatives (designers) who do the work for you.
  48. 48. Multiple experts workon your campaign at the same time. You get:Intuitive hypertargetingConstant optimization Free ad creative
  49. 49. There are no fees to use the Trada-for-FacebookMarketplace and have access to our certified experts. You can get started right away! trada.com
  50. 50. KP Elements: Trada forFacebook Case Study
  51. 51. KP Elements: Trada forFacebook Case Study CAMPAIGN STATS: Unique Ads: 390 Click-Through-Rate: 142% increase Cost-Per-Click: $0.31 (45% improvement)
  52. 52. KP Elements: Trada forFacebook Case Study “I was spending at least 10 hours a week on Facebook, and it was a nightmare. I ended up paying a ton of money on clicks that weren’t converting. I decided to abandon it because I figured I couldn’t crack the code. Trada’s solution solved the problem almost overnight.” – Bill D’Alessandro, Founder KP Elements
  53. 53. @trada Time for questions! @annafsawyerFor more information or to schedule a Trada demo, email sfox@trada.com trada.com
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