Facebook Advertising<br />From Soup To Nuts – By Jeremy Schoemaker<br />
Overview of Todays Talk<br /><ul><li>Facebook Brief Overview
Why Facebookhates you
The HUGE opportunity
Getting past the frustrations
Optimizing your ads
Ninja tips to maximize profit
Questions</li></li></ul><li>Brief Facebook History<br />October 28, 2003<br />FaceMash<br />
Brief Facebook History<br />
Zuckerberg Arrested<br />
Thefacebook.com<br />February 4, 2004<br />Slide Title<br />
FaceBook.com<br />March 2005<br />Slide Title<br />
FaceBook.com<br />Present Day<br />
FaceBook.com<br />
Facebook<br />What is Facebooks product?<br />
ITS YOU!<br />
Facebook Mindset<br /><ul><li> Keep users active (over 60% log in daily)
 Keep growth on pace
 Hoard user info (minimal public access)
 Keep VC’s happy
Obtain as much personal data on users as possible
   User Experience</li></ul>Slide Title<br />
Facebook advertiser history<br />2007 – love, open communication<br />2007“We love Affiliate marketers”.<br />2008 “Affili...
Example Rule Changes<br />Mar 10, 2010<br />Slide Title<br />You no longer advertise “free” stuff<br /><ul><li>Get a free ...
Get a free computer
Get a free whatever</li></li></ul><li>Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
Affiliates “Scaling”<br />So what did Affiliates do?<br />Slide Title<br />
You’re Invited!<br />It’s a FREE iPhone 4 Event!<br />Slide Title<br />
Affiliates Find A Way<br />Slide Title<br />$250,000+<br /> in 2 days<br />
Events are profitable<br /><ul><li>$250,000+
No money spent on advertising
 Pure Profit</li></ul>Slide Title<br />Don’t do it!!!!<br />
Facebook Frustration<br />Slide Title<br />
Advertiser Guidelines<br />Slide Title<br />
Affiliate Frustration<br />Slide Title<br />Same rules do not apply to all.<br />Big ad spend = most rules don’t apply.<br />
Affiliate Frustration<br />Slide Title<br />
Affiliate Frustration<br />Slide Title<br />
Don’t be a copycat<br />Slide Title<br />
$$$$$$$$$<br />Slide Title<br />
Past Opportunities<br />Slide Title<br />
The Nitty Gritty<br />Slide Title<br />
Creating an ad<br />Slide Title<br />
What is important?<br />Title<br />10%<br />Slide Title<br />Body<br />Text 20%<br />Images<br />70%<br />
Image Case Study<br />Slide Title<br />2004 Google Ads Study<br /><ul><li>Over 2,000 Participants
Men & Women
Shown Random Image Ads
Shown over 5000 Ads
10 million clicked Ads</li></li></ul><li>Ads Study Group Results<br />Slide Title<br />
My Own Case Study<br />Slide Title<br />
My Own Case Study<br />Slide Title<br />
My Own Case Study<br />Slide Title<br />
My Own Case Study<br />Slide Title<br />
Results<br />Slide Title<br />
Results<br />Slide Title<br />
My Own Case Study<br />Slide Title<br />
Slide Title<br />
Slide Title<br />
Slide Title<br />
Slide Title<br />
Slide Title<br />
Slide Title<br />
Results<br />Slide Title<br />
Results<br />Slide Title<br />
Results<br />Slide Title<br />
What ????<br />47%<br />58%<br />49%<br />Slide Title<br />
Image Study End Results<br />Slide Title<br />
Remember<br />Title<br />10%<br />Slide Title<br />Body<br />Text 20%<br />Images<br />70%<br />
Don’t forget the other stuff<br />Title and Body Description<br />Slide Title<br />The Basics of Sales Copyrighting<br />
Titles<br />Slide Title<br /><ul><li>Call to Action
Association
Facebook Feel
Simple</li></li></ul><li>Body Text<br />Slide Title<br /><ul><li>Results
Call to action
Scarcity</li></li></ul><li>Teeth Whitening campaign<br />Slide Title<br />.03% CTR<br />$1.30 CPC<br />Women Located in Li...
Teeth Whitening campaign<br /><ul><li>Debbie - $14,000.00
Brad - $140,000.00
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Facebook Advertising From Soup To Nuts

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Advertising on Facebook is a huge opportunity for affiliate marketers. But most affiliates stop – finding the platform very frustrating to use. Come and get the scoop on how it “really” works.

Experience level: Beginner, Intermediate
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Facebook

Jeremy Schoemaker, Marketer, ShoeMoney Capital INC (Twitter @shoemoney)

Published in: Business
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  • Poll: Q&amp;A for Facebook Advertising From Sou...



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  • Facebook Advertising From Soup To Nuts

    1. 1. Facebook Advertising<br />From Soup To Nuts – By Jeremy Schoemaker<br />
    2. 2. Overview of Todays Talk<br /><ul><li>Facebook Brief Overview
    3. 3. Why Facebookhates you
    4. 4. The HUGE opportunity
    5. 5. Getting past the frustrations
    6. 6. Optimizing your ads
    7. 7. Ninja tips to maximize profit
    8. 8. Questions</li></li></ul><li>Brief Facebook History<br />October 28, 2003<br />FaceMash<br />
    9. 9. Brief Facebook History<br />
    10. 10. Zuckerberg Arrested<br />
    11. 11. Thefacebook.com<br />February 4, 2004<br />Slide Title<br />
    12. 12. FaceBook.com<br />March 2005<br />Slide Title<br />
    13. 13. FaceBook.com<br />Present Day<br />
    14. 14. FaceBook.com<br />
    15. 15. Facebook<br />What is Facebooks product?<br />
    16. 16. ITS YOU!<br />
    17. 17. Facebook Mindset<br /><ul><li> Keep users active (over 60% log in daily)
    18. 18. Keep growth on pace
    19. 19. Hoard user info (minimal public access)
    20. 20. Keep VC’s happy
    21. 21. Obtain as much personal data on users as possible
    22. 22. User Experience</li></ul>Slide Title<br />
    23. 23. Facebook advertiser history<br />2007 – love, open communication<br />2007“We love Affiliate marketers”.<br />2008 “Affiliate marketers know how to scale”.<br /> “Affiliate Marketers know How To Exploit”.<br /> “Affiliate Marketers are our worst enemy”.<br /> “Affiliate Marketers have no direct relationship with people they are advertising to and do horrible things with the data.”<br />Slide Title<br />2010 – affilaites@facebook.com<br />
    24. 24. Example Rule Changes<br />Mar 10, 2010<br />Slide Title<br />You no longer advertise “free” stuff<br /><ul><li>Get a free iPod
    25. 25. Get a free computer
    26. 26. Get a free whatever</li></li></ul><li>Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
    27. 27. Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
    28. 28. Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
    29. 29. Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
    30. 30. Affiliates “Scaling”<br />So what did Affiliates do?<br />Slide Title<br />
    31. 31. You’re Invited!<br />It’s a FREE iPhone 4 Event!<br />Slide Title<br />
    32. 32. Affiliates Find A Way<br />Slide Title<br />$250,000+<br /> in 2 days<br />
    33. 33. Events are profitable<br /><ul><li>$250,000+
    34. 34. No money spent on advertising
    35. 35. Pure Profit</li></ul>Slide Title<br />Don’t do it!!!!<br />
    36. 36. Facebook Frustration<br />Slide Title<br />
    37. 37. Advertiser Guidelines<br />Slide Title<br />
    38. 38. Affiliate Frustration<br />Slide Title<br />Same rules do not apply to all.<br />Big ad spend = most rules don’t apply.<br />
    39. 39. Affiliate Frustration<br />Slide Title<br />
    40. 40. Affiliate Frustration<br />Slide Title<br />
    41. 41. Don’t be a copycat<br />Slide Title<br />
    42. 42. $$$$$$$$$<br />Slide Title<br />
    43. 43. Past Opportunities<br />Slide Title<br />
    44. 44. The Nitty Gritty<br />Slide Title<br />
    45. 45. Creating an ad<br />Slide Title<br />
    46. 46. What is important?<br />Title<br />10%<br />Slide Title<br />Body<br />Text 20%<br />Images<br />70%<br />
    47. 47. Image Case Study<br />Slide Title<br />2004 Google Ads Study<br /><ul><li>Over 2,000 Participants
    48. 48. Men & Women
    49. 49. Shown Random Image Ads
    50. 50. Shown over 5000 Ads
    51. 51. 10 million clicked Ads</li></li></ul><li>Ads Study Group Results<br />Slide Title<br />
    52. 52. My Own Case Study<br />Slide Title<br />
    53. 53. My Own Case Study<br />Slide Title<br />
    54. 54. My Own Case Study<br />Slide Title<br />
    55. 55. My Own Case Study<br />Slide Title<br />
    56. 56. Results<br />Slide Title<br />
    57. 57. Results<br />Slide Title<br />
    58. 58. My Own Case Study<br />Slide Title<br />
    59. 59. Slide Title<br />
    60. 60. Slide Title<br />
    61. 61. Slide Title<br />
    62. 62. Slide Title<br />
    63. 63. Slide Title<br />
    64. 64. Slide Title<br />
    65. 65. Results<br />Slide Title<br />
    66. 66. Results<br />Slide Title<br />
    67. 67. Results<br />Slide Title<br />
    68. 68. What ????<br />47%<br />58%<br />49%<br />Slide Title<br />
    69. 69. Image Study End Results<br />Slide Title<br />
    70. 70. Remember<br />Title<br />10%<br />Slide Title<br />Body<br />Text 20%<br />Images<br />70%<br />
    71. 71. Don’t forget the other stuff<br />Title and Body Description<br />Slide Title<br />The Basics of Sales Copyrighting<br />
    72. 72. Titles<br />Slide Title<br /><ul><li>Call to Action
    73. 73. Association
    74. 74. Facebook Feel
    75. 75. Simple</li></li></ul><li>Body Text<br />Slide Title<br /><ul><li>Results
    76. 76. Call to action
    77. 77. Scarcity</li></li></ul><li>Teeth Whitening campaign<br />Slide Title<br />.03% CTR<br />$1.30 CPC<br />Women Located in Lincoln Nebraska ages 25 to 45<br />.43% CTR<br />$.13 CPC<br />
    78. 78. Teeth Whitening campaign<br /><ul><li>Debbie - $14,000.00
    79. 79. Brad - $140,000.00
    80. 80. (5% higher conversion).
    81. 81. Cost 1000% more.</li></ul>Slide Title<br />
    82. 82. Facebook Advertising Cost<br />CPC OR CPM<br />Slide Title<br />
    83. 83. CPM backend<br />CPC or CPM you still have to beat the house rate of about .23 CPM<br />Slide Title<br />
    84. 84. CPM backend<br />CPC or CPM you still have to beat the house rate of about .23 CPM<br />Slide Title<br />
    85. 85. Start CPC Always<br />Slide Title<br />
    86. 86. Expanding your campaign<br />Slide Title<br />
    87. 87. Start CPC Always<br />Slide Title<br />
    88. 88. After a week of ad testing<br />Slide Title<br />
    89. 89. After a week of ad testing<br />Slide Title<br />
    90. 90. Ninja Techniques to lower costs<br />Facebook Reporting<br />Combating Frequency Caping<br />Day Parting<br />Slide Title<br />
    91. 91. Facebook Reporting<br />Combating Frequency Caping<br />Day Parting<br />Slide Title<br />
    92. 92. Ninja Techniques to lower costs<br />Responder Profiles Report<br /><ul><li>What books they read
    93. 93. What tv shows they like
    94. 94. What interests they have</li></ul>Slide Title<br />
    95. 95. Frequency Reporting<br />Facebook does not cap how many times someone can view your ad.<br />Slide Title<br />
    96. 96. Frequency capping sucks<br />Users shown ad average of 65 times<br />Slide Title<br />
    97. 97. Tighten and broaden<br />Use reporting to make tight groups based on age, state, interests that are clicking on your ads.<br />Use Reporting to make ad images users are interested in … I.E. Family Guy or Jersey Shore.<br />Slide Title<br />
    98. 98. Day parting<br /><ul><li>Analyze what time of the day you are getting clicks.
    99. 99. Don’t let your ads run when they are not getting clicked on.
    100. 100. Its coming soon…..</li></ul>Slide Title<br />
    101. 101. Day parting<br />Slide Title<br />
    102. 102. Flip to CPM once you have it set<br />Slide Title<br /><ul><li>Spend much less (20-35%)
    103. 103. Watch Your ass!</li></li></ul><li>Key Takeaways<br /><ul><li> Be patient grasshopper
    104. 104. Start off CPC
    105. 105. Test TONS of images
    106. 106. Tweak title/body text
    107. 107. Use reporting to tighten up
    108. 108. Start/stop ads when no clicks
    109. 109. Flip to CPM and crush it
    110. 110. Repeat</li></ul>Slide Title<br />
    111. 111. Thank you.<br />
    112. 112. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.<br />Poll: Q&A for Facebook Advertising From Sou...<br />
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