1. Facebook Marketing & Ads
Optimization Strategies
Brian Carter
@BrianCarter
@IETraining www.instantetraining.com
2. About Instant E-Training
"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and
you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher
Founded in late 2010, Instant E-Training has created an online learning environment
with the goal of imparting top notch marketing training by bringing leading industry
experts together in an interactive & collaborative online environment.
Speakers include Social Media’s best & brightest…
Erik Qualman Dan Zarrella Brian Carter Dave Kerpen Hollis Thomases
Clara Shih Lee Odden
@IETraining www.instantetraining.com
3. Online Training Video Library
Videos on Social Media, SEO,
Facebook, LinkedIn, Content
Marketing and more.
Strategy Videos
http://www.instantetraining.com/
pricing-plans
How-to Videos
@IETraining www.instantetraining.com
5. Training Courses Recognized by SEMPO
SEMPO (Search Engine Marketing Professional Organization) is a global non-profit
association with members across the globe.
@IETraining www.instantetraining.com
6. Meet Bob Tripathi
• 10+ years of “in-the-trenches” online marketing
experience for companies of all sizes
• Top rated speaker at industry conferences on SEO,
Social Media, Paid Search topics
• Worked with large US brands like Discover Card, Sears
Holdings championing online initiatives
• Passion for training led to founding of Instant E-
Training
@IETraining www.instantetraining.com
7. Meet Brian Carter
• Recognized authority with 12+ years of
Google & Facebook marketing
• CEO of FanReach.net, Facebook
Program
• Author of two Facebook Marketing
books
• Speaks globally & cited by all major
publications
@IETraining www.instantetraining.com
10. Facebook is Huge
• 750 Million Users
• More than 150 Million
in the U.S. alone
• Only India and China
have larger populations
than Facebook
• All age groups are well
represented
@briancarter www.likeonomics.or
13. The Gold Rush For Fans
Some companies are
paying to acquire
100,000’s of fans.
@briancarter www.likeonomics.or
14. Paying For Likes
They pay up to
$2.00 per fan.
@briancarter www.likeonomics.or
15. Paying For Likes
More viral than
email, fans may be
worth 2-3x the value
of an email
subscriber.
@briancarter www.likeonomics.or
16. The Most Powerful Prospect-Targeting
Opportunity in History
• Never before in history
has the average
business had the power
to target this many
people this specifically
• 730+ Million Users
• Target by demographic,
location and likes
@briancarter www.likeonomics.or
17. Likes Decrease Costs
When more people
Like your ads, the
cost of these ads
decreases
@briancarter www.likeonomics.org
20. Facebook Profits: FanReach Case Studies
Baseball Roses
• 473% ROI
• 4.35% Conversion Rate
Note: we do not have enough data to know if these results are typical.
21. Facebook Profits: FanReach Case Studies
Rosehall Kennel
• 6500% ROI
• Started getting sales
with less than 500 fans
after spending less than
$100
Note: we do not have enough data to know if these results are typical.
22. Facebook Conversion Rates with FanReach
Facebook conversion rates are good
Note: we do not have enough data to know if these results are typical.
37. How Different Are Facebook Ads?
Facebook Adwords
Interests (Likes) Yes No
Intent (Searches) No Yes
Location Yes Yes
Age & Gender Yes No
Marital Status Yes No
Workplace Yes No
Education Yes No
45. F1000 (NDA)
• Outdoor Industry Ecommerce
• 260,000 fans in 3 months
• 62% of fans were from word of mouth
• 99,122 fans directly from paid ads
• Total ad cost of $13,758.22
• Cost per paid fan = $0.14
• Cost per fan all fans = $0.053
46. Some of Our Case Studies
Niche Cost Per Fan Fans Grown Feedback %
Vacation Rental $0.25 5,500 2.0%
Boxing $0.003 13,300 1.5%
Pet Supplies $0.10 9,000 1.5%
E-tail Outdoors $0.09 2,400 1.1%
Automotive $0.07 1,900 0.75%
Parenting $0.05 95,000 0.5%*
Civic/Political $0.03 6,100 2.0%
The goal here was to get clicks to the site more than likes or comments.
64. Low cost per click
comes from
High click through
rate and
Low to moderate
bidding competition
in target
65. Facebook Ad Metrics Research
• Social impression %
does not necessarily
correlate to higher
action rates
• Don’t be wooed away
from other factors in
creating ads
84. Advertising Process: Optimize
OPTIMIZE
Use the responder demographic
report to find the groups with the
highest CTR (click on the CTR column
twice so that the highest CTR groups
are at the top)
85. Facebook Ad CTR
4%
3%
3%
3%
2%
2%
1%
1%
0.30%
0.10% 0.05%
0%
Awesome Great Good Amateur
88. Webtrends Says The Average Company
Gets Fans For $1.07 Each
Comments: Go back to my slide about amateur performance vs. best practice
89. Facebook Ad Burnout
• Over time, the same ad will be less interesting
to an audience
• CTR decreases and CPC increases
90. How To Fight “Ad Burnout”
Change up the image
Rewrite the copy
Create a promotion or something
newsy to tell them about
Pause the ad for a few weeks and then
run it again
91. Not Granular Enough: $4.15 per fan
Comments: This is one of my first Facebook ad campaigns ever, and a great example of
how not to do it. Notice how different the targets are from one another and how the
ad copy doesn’t mention them at all. This ad makes the mistake of assuming you care
about what I’m promoting, and has no call to action at all, thus the low CTR and high
CPC.
92. 3,599 fans for $76.09 … 2 cents per fan
Comments: Slightly more than 2 cents per fan. Check out the clever use of “loooove”
to grab attention and emphasize the passion. Keep in mind, though, this ad may be a
violation of trademark, so watch out for that and don’t use other people’s trademarks
or you’ll be at legal risk and Facebook can even shut your account down.
93. 1,118 fans for $36.13… 3 cents per fan
Comments: A little over 3 cents per fan. Part of the key to high CTR is the right image.
With horses, it’s not easy to get the whole horse into a 110x80 image and still see
much. For viewers to connect emotionally with the image, they have to be able to see
it, so only the head is shown here, and this is a nice, friendly looking horse.
94. 753 fans for $12.23 … 1.6 cents per fan
Comments: Another ad questionable in terms of using someone else’s likeness. The
two advertising guidelines that apply are:
• 4b. Ads must clearly represent the company, product, or brand that is being
advertised.
• 5a. Ads must not be false, misleading, fraudulent, or deceptive.
• 12a. Ads cannot include any content that infringes upon the rights of any third
party, including copyright, trademark, privacy, publicity or other personal or
proprietary right.
95. 30 cents per fan
Comments: Here’s an ad that doesn’t violate the guidelines but manages to get 30
cent fans. For an odd target like this, that’s actually pretty good.
97. More ads from
Corey McNeil
Comments: Corey is an expert SEO
and a FanReach student who has
studied the heck out of our
material, and we talk about his
results in a lot of our videos and
courses.
He only shows CPC here but you can
estimate cost per fan from the
action:click ratio here… respectively
6 cents, 20 cents, 75 cents and 90
cents.
See how the cheapest cost per fan is
the simplest ad? NO BRAINER
marketing, buddy!
98. 458 Fans for $24.34 =
4.5 Cents Per Fan
Mark’s business works great on Facebook and poorly with AdWords. This is because
his product is a hybrid of two or three interests… people who love baseball or softball
and the people who want to give roses to them. Baseball plus romance. AdWords is
built to harvest people with specific popular interests- only a fraction of those who like
those sports ALSO want to give roses. Only a fraction of those who want to give roses
like those sports. That leads to a bad CTR and low quality score in AdWords and a high
CPC. But in Facebook, Mark can cheaply gather people who like all of those things and
then market to them repeatedly on the fan page, and it works - he gets a 473% ROI on
his fan acqusition ad spend.
99. B2B Facebook Fan Acquisition
If you slicing and dicing doesn’t get you cheap fans, go
extremely general. Less competition there.
100. B2B Facebook Fan Acquisition
You still need to think about your B2B people
and what their goals and dreams are. Pump
these up in the image and ad copy to increase
CTR.
111. How To Have It All
“CLICK LIKE if you think the Heat can SWEEP
Dallas or COMMENT as to why the Mavericks will
make this a series.”
- Sportscenter
The formula is:
“Click Like if you think [one thing] or Comment as
to why you think [the opposite]”
137. 12+ Leading Facebook Marketers…
Dennis Yu Lisa Buyer
Brian Carter Alison Zarrella Marty WeinTraub
CEO BlitzLocal & Author, Speaker,
Author “Facebook Author “Facebook Author “Killer
Facebook Authority Columnist
Like Economy” Marketing” Facebook Ads”
@IETraining www.instantetraining.com
138. Interactive WebConference Environment
Ask questions after sessions – Network with fellow attendees in
Private Q&A for all attendee Our private community
@IETraining www.instantetraining.com
139. Free Training Videos – Worth $400 Free
Bonus
#1
15+ Training videos on Facebook
marketing
Fast Tracks your learning with
additional resources.
@IETraining www.instantetraining.com
140. Free Workshop Videos worth $140 Free
Bonus
#2&3
2 Hour Long training videos from
Clara Shih & Dave Kerpen on
Facebook Marketing.
@IETraining www.instantetraining.com
141. Free 1 Year Social Media Magazine Free
Subscription Worth $78 Bonus
#4&5
Industry’s only print magazine
on all things Social Media.
News stand price $78 for 1
year subscription but free for
you!
Free 300+ page ebook on Social
Media with chapter contributions
from leading experts worth $20
@IETraining www.instantetraining.com
142. 3 Bonuses for Webinar
Attendees Only
@IETraining www.instantetraining.com
143. Free 1 Month Membership – Free
Worth $79 Bonus
#6
100+ Training videos on Facebook,
Twitter, LinkedIn, SEO, & more.
Free 1 Month membership worth
$79!
http://www.instantetraining.com/pricing-plans
@IETraining www.instantetraining.com
144. Free Book – The Like Economy Free
Bonus
Worth $24.99 #7
Brian Carter’s top rated Facebook
Marketing book.
Free book to all webinar attendees!
@IETraining www.instantetraining.com
145. FREE Phone Consultation Free
– Worth $250 Bonus
#8
Free 30 Minutes of Phone
consult – Ask any Social
Media questions.
It’s Your Time!
@IETraining www.instantetraining.com
146. Attendee Testimonial
“The Facebook Intensive Program was exactly what I was looking for in a
professional online course I could apply to my work. The program
presented experts who could deliver the full scope of information
clearly, a well-planned schedule that moved at a good pace, flexibility
and access to great materials/resources and ample time after the
program to review and refer back to videos, workshops and resources.
Terri Rioux
Facebook Program Attendee
@IETraining www.instantetraining.com
147. 100% Attendee Satisfaction
Social Media for
Business 2011
Survey
Facebook
Intensive Program
Survey
@IETraining www.instantetraining.com
148. With Facebook Training You Get…
1. 20 Live Online Sessions – Full Rate $597
2. Q&A access, private community, and 6 months access – Value $497
3. 10+ Free Training Videos - Value $400
4. Two Hour long training videos – Value $140
5. Free 1 year magazine subscription – Value $78
6. Free 300+ page ebook – Value $20
7. Free 1 Month Membership to library – Value $79
8. Free 3 Month Training Video Membership(Certification Attendees Only
– Value $238 )
9. Free Phone Consultation (30 mins) – Value $250
10. Free Book (The Like Economy) – Value $25
$2,086
Original
@IETraining www.instantetraining.com
149. • Attend all 20 Live Sessions • Everything from WebConference
• Ask Q&A • Hands-on Certification Project
• Free Bonus Materials • Weekly Mentoring Calls
• Weekly Quizzes
• 3 Months Free Video Membership
@IETraining www.instantetraining.com
150. Reserve Your Seat for Facebook WebConference
Track!
$597 $397
$397 / 2 payment :
Payment 1 - $97 - today
$97 to get started.
Payment 2 - $300 – After 30 Days
www.instantetraining.com/FB12
@IETraining www.instantetraining.com
151. Reserve Your Seat for Facebook Certification
Track!
$1,197 $898
$898 / 2 payments:
$449 today to get started
Payment 1 - $449 - today
Payment 2 - $449 – After 30 Days
www.instantetraining.com/FB12
@IETraining www.instantetraining.com