Facebook Advertising From Soup To Nuts

Facebook Advertising
From Soup To Nuts – By Jeremy Schoemaker

Overview of Todays Talk
Facebook Brief Overview
Why Facebookhates you
The HUGE opportunity
Getting past the frustrations
Optimizing your ads
Ninja tips to maximize profit
Questions

Brief Facebook History
October 28, 2003
FaceMash

Brief Facebook History

Zuckerberg Arrested

Thefacebook.com
February 4, 2004
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FaceBook.com
March 2005
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FaceBook.com
Present Day

FaceBook.com

Facebook
What is Facebooks product?

ITS YOU!

Facebook Mindset
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
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Facebook advertiser history
2007 – love, open communication
2007“We love Affiliate marketers”.
2008 “Affiliate marketers know how to scale”.
“Affiliate Marketers know How To Exploit”.
“Affiliate Marketers are our worst enemy”.
“Affiliate Marketers have no direct relationship with people they are advertising to and do horrible things with the data.”
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2010 – affilaites@facebook.com

Example Rule Changes
Mar 10, 2010
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You no longer advertise “free” stuff
Get a free iPod
Get a free computer
Get a free whatever

Free Stuff
Mar 10, 2010
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Affiliates “Scaling”
So what did Affiliates do?
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You’re Invited!
It’s a FREE iPhone 4 Event!
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Affiliates Find A Way
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$250,000+
in 2 days

Events are profitable
$250,000+
No money spent on advertising
Pure Profit
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Don’t do it!!!!

Facebook Frustration
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Advertiser Guidelines
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Affiliate Frustration
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Same rules do not apply to all.
Big ad spend = most rules don’t apply.

Affiliate Frustration
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Don’t be a copycat
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$$$$$$$$$
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Past Opportunities
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The Nitty Gritty
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Creating an ad
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What is important?
Title
10%
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Body
Text 20%
Images
70%

Image Case Study
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2004 Google Ads Study
Over 2,000 Participants
Men & Women
Shown Random Image Ads
Shown over 5000 Ads
10 million clicked Ads

Ads Study Group Results
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My Own Case Study
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Results
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My Own Case Study
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Results
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What ????
47%
58%
49%
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Image Study End Results
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Remember
Title
10%
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Body
Text 20%
Images
70%

Don’t forget the other stuff
Title and Body Description
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The Basics of Sales Copyrighting

Titles
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Call to Action
Association
Facebook Feel
Simple

Body Text
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Results
Call to action
Scarcity

Teeth Whitening campaign
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.03% CTR
$1.30 CPC
Women Located in Lincoln Nebraska ages 25 to 45
.43% CTR
$.13 CPC

Teeth Whitening campaign
Debbie - $14,000.00
Brad - $140,000.00
(5% higher conversion).
Cost 1000% more.
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Facebook Advertising Cost
CPC OR CPM
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CPM backend
CPC or CPM you still have to beat the house rate of about .23 CPM
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Start CPC Always
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Expanding your campaign
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Start CPC Always
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After a week of ad testing
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Ninja Techniques to lower costs
Facebook Reporting
Combating Frequency Caping
Day Parting
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Facebook Reporting
Combating Frequency Caping
Day Parting
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Ninja Techniques to lower costs
Responder Profiles Report
What books they read
What tv shows they like
What interests they have
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Frequency Reporting
Facebook does not cap how many times someone can view your ad.
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Frequency capping sucks
Users shown ad average of 65 times
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Tighten and broaden
Use reporting to make tight groups based on age, state, interests that are clicking on your ads.
Use Reporting to make ad images users are interested in … I.E. Family Guy or Jersey Shore.
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Day parting
Analyze what time of the day you are getting clicks.
Don’t let your ads run when they are not getting clicked on.
Its coming soon…..
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Day parting
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Flip to CPM once you have it set
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Spend much less (20-35%)
Watch Your ass!

Key Takeaways
Be patient grasshopper
Start off CPC
Test TONS of images
Tweak title/body text
Use reporting to tighten up
Start/stop ads when no clicks
Flip to CPM and crush it
Repeat
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Thank you.

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Facebook Advertising From Soup To Nuts

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