Facebook Strategy & Ads Optimization

Facebook Marketing & Ads
Optimization Strategies

Brian Carter
@BrianCarter

@IETraining www.instantetraining.com

About Instant E-Training
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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


Facebook Ad Optimization:
Strategies & Tactics

Brian Carter
@BrianCarter

www.instantetraining.com

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

Facebook gets more
page views than Google

Businesses are
expected to spend
more than $2 - $4
billion dollars on
Facebook Ads in
2011.

The Gold Rush For Fans

Some companies are
paying to acquire
100,000’s of fans.


Paying For Likes

They pay up to
$2.00 per fan.


Paying For Likes

More viral than
email, fans may be
worth 2-3x the value
of an email
subscriber.


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


Likes Decrease Costs

When more people
Like your ads, the
cost of these ads
decreases

@briancarter www.likeonomics.org

Likes Capture Prospects

“Ad Likes”
capture
prospects

@briancarter www.likeonomics.org

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.

Facebook Profits: FanReach Case Studies

Rosehall Kennel
• 6500% ROI
• Started getting sales
with less than 500 fans
after spending less than
$100


Facebook Conversion Rates with FanReach

Facebook conversion rates are good


Prospect Path

Fan  Purchase

Fan  Blog/AdSense

Fan  Affiliate

Ad  Email

Ad  Purchase

Fan -> Affiliate Paths

Click Affiliate
Link

Ad -> Purchase Monetization Path

But wait first
HOW MANY ARE DOING A GOOD
JOB OF FACEBOOK MARKETING?

An average of 7% - 16% of fans see
daily posts from a page they’ve liked
HOW MANY ARE VISIBLE TO 50%
OR MORE OF THEIR FANS?

Many pages average 0.1% to 0.6%
HOW MANY HAVE AN AVERAGE
FEEDBACK RATE OVER 1.0%

AdWords vs Facebook

finds people via finds people via
Keywords Likes (Interests)

AdWords vs Facebook

Demographic Demographic
Targeting is Targeting is
Limited Accurate

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

Facebook AdWords vs Facebook

Search

Search vs.
Facebook

Facebook can help you
reach more prospects
and change the minds
of prospects higher up
in the funnel

Search vs.
Facebook

Low Hanging Fruit

Search vs.
Facebook

Owning & Influencing
Your Audience

You can
own your audience
on Facebook

3 Marketing Methods Biggest
Profits!!!

Increasing ROI

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

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.

The Best Fans Are…

CTR
ROI
CPC CR

DEMOGRAPHICS
not just for traditional marketing anymore

DEMOGRAPHICS
clues.yahoo.com

alexa.com
“audience”

quantcast.com

compete.com (paid)

This is better. Get 3-5 of these.

Low cost per click
comes from
High click through
rate and
Low to moderate
bidding competition
in target

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

90% of Cheap Fans Come From…

This here little LAHK button

No-Brainer Ad Copy FORMULAS

Click Like if
you love
<interest>!

No-Brainer Ad Copy FORMULAS

Do you love
<interest>? Then
Click Like below
now!

On the next slide you have
THREE SECONDS TO CHOOSE YOUR
FAVORITE IMAGE

Upward chart depicting the increasing
number of upward charts used in
Facebook ads.

LOTS

Advertising Process: Optimize CPF

Advertising Process: Optimize CPF

Cost Per Fan = Spent / Connections

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)

Facebook Ad CTR
4%

3%
3%

3%

2%

2%

1%

1%
0.30%
0.10% 0.05%
0%
Awesome Great Good Amateur

Facebook Ad CPC
$1.20

$1.00

$0.80

$0.60

$0.40

$0.20

$-
Amateur Good Great

Facebook Ad CPF
$2.50

$2.00

$1.50

$1.00

$0.50

$-
Great Good Amateur

Webtrends Says The Average Company
Gets Fans For $1.07 Each

Comments: Go back to my slide about amateur performance vs. best practice

Facebook Ad Burnout
• Over time, the same ad will be less interesting
to an audience
• CTR decreases and CPC increases

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

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.

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.

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.

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.

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.

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!

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.

B2B Facebook Fan Acquisition
If you slicing and dicing doesn’t get you cheap fans, go
extremely general. Less competition there.

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.

PART dos: Post LIKE Tips from bears

Increase Feedback Rate
GOAL: 1.0% or
higher Feedback
rate per post

Ask for More Likes and Comments

Ha Ha…
Duh!

Post Formulas
"Click Like if…" and keep the second
part simple, make sure it’s something
most of your fans will like.

Post Formulas
To get Comments, ask a question or
say, "Tell me in the Comments
below…" followed by whatever you
want to know

Posts Based on Demos/Interests
Ponies (photo of pony): "Click Like if you love ponies!
What's your favorite thing about them?"

B2B Question

"What’s your biggest goal
this year in internet
marketing? Comment
below!”

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]”

How To Figure Out Your
Customer’s Dream
What kind of ideal life
or business situation
do these benefits lead
the customer toward?

SELLING THE DREAM

9 THINGS PEOPLE DREAM ABOUT

Customer’s Dream
Which of the 9 things people dream about
do you help people with?

Customer’s Dream
How are these dreams different for each of
your 3-5 customer types?

Write Lots of Words
Describe in as much detail as possible what the
fulfillment of these dreams looks like for people.

Sell That Dream
Now talk to
your fans
about those
dreams
while asking
for likes and
comments!

Learn More

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Facebook Strategy & Ads Optimization

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