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.
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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. Challenges with
Facebook advertising
(why it’s scary)
Chad Hacker: @trada Anna Sawyer: @annafsawyer
10. Who sees your ads?
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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. 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. 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. Facebook Glossary
The average number of
Frequency times each person saw
your campaign's sponsored
story or ad.
This is helpful for gauging
ad fatigue.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
23. Page “Like” Story
Mary-Jane likes your
page
Page “Like” Story lets
Mary-Jane’s friends
know about the like
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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 feeds
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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 like
Chad Hacker: @trada Anna Sawyer: @annafsawyer
26. App Used and
Game Played Story
Lauryn played/used
your app/game
App Used/Game
Played Story tells her
friends about this
action
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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 share
Chad Hacker: @trada Anna Sawyer: @annafsawyer
28. Check-in Story
Lisa checked in or
claimed a deal using
Facebook Places
Check-in Story lets
Lisa’s friends know
about it
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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 action
Chad Hacker: @trada Anna Sawyer: @annafsawyer
32. age likes
interests birthday
There are so many
ways to target ads in
apps education
Facebook, it can be
incredibly confusing.
timeline
friends
content
event
fans
RSVPs
33. Narrowing your audience
When choosing
targets, focus on two
things:
Thinking outside the box
Chad Hacker: @trada Anna Sawyer: @annafsawyer
34. Targeting Overview
800 Million
Segment & Hypertarget
Users
Leverage 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. Thinking outside the
box:
Let’s say you want to
sell golf clubs.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
36. Nick is an obvious
target.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
37. Barbara doesn’t like
gold - but she does
like the Palm Beach
Country Club.
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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. 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. Campaign
organization tips
Chad Hacker: @trada Anna Sawyer: @annafsawyer
41. Let’s compare Facebook
to paid search!
Paid Search Facebook
Campaign comparable
to
Account
comparable
Ad group to Campaign
Chad Hacker: @trada Anna Sawyer: @annafsawyer
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. 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. [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, 2012
Anna Sawyer: @annafsawyer trada.com
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. Trada has a community of Facebook ads
experts and ad creatives (designers) who do
the work for you.
48. Multiple experts work
on your campaign at
the same time.
You get:
Intuitive hypertargeting
Constant optimization
Free ad creative
49. There are no fees to use
the Trada-for-Facebook
Marketplace and have access
to our certified experts.
You can get started right
away!
trada.com
51. KP Elements: Trada for
Facebook Case Study
CAMPAIGN
STATS:
Unique Ads: 390
Click-Through-Rate: 142%
increase
Cost-Per-Click: $0.31 (45%
improvement)
52. KP Elements: Trada for
Facebook 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. @trada Time for questions! @annafsawyer
For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com