Facebook as an advertising platform

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Presentation from Geoff McQueen of Internetrix, at the first Digital Wollongong event. …

Presentation from Geoff McQueen of Internetrix, at the first Digital Wollongong event.

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  • 1. Facebook The best online advertising platform you’re not using Geoff McQueen, Managing Director, Internetrix @geoffmcqueen www.facebook.com/geoffmcqueen
  • 2. Evolution of Online Advertising Guerrilla Display Search Context Targeted
  • 3. From shotgun to scalpel
    • You’re advertising wedding dresses
    • i98 reaches 40% of 18-39 year olds
    • Some of those are getting married?
    • Wish you could target just women?
    • What about only targeting women who are already engaged?
    • With Facebook, you can. I’ll show you how
  • 4. Facebook Advertising - Reach
    • 500 million people worldwide (Facebook)
    • 8.64 million Australians (Facebook)
      • Almost 4 in 10 Australians (ABS)
    • Aussies are world’s most addicted
      • 7hrs/user (Neilsen)
  • 5. Facebook Advertising - Cost
    • Uses a ‘bid’ model; ad space is scarce
    • CPM or CPC, with daily caps
    • Highly targeted
      • Location (down to city)
      • Demographics (gender, age, education)
      • Interests
  • 6. Facebook Advertising - Format
    • Title/Heading – 25 chars
    • Body text – 135 chars
    • Optional image (110x80px)
    • Users can ‘Like’ ads (social capital) or remove ads they don’t like
  • 7. Facebook Advertising - Limitations
    • Targeting is great, but remember...
      • People aren’t there to see ads
      • Better for B2C than B2B
    • Most users have incomplete profile info
      • Only 2140 UOW students on Facebook
        • Less 10% of those who are enrolled
      • Only 6540 people in Wollongong?
        • Less than 10% of population who are likely to be on Facebook
  • 8. 1) Create your destination
    • Internal to Facebook
      • Page, Application, Event or Group
    • External Web Page
  • 9. 2) Click on ‘Promote’ or Create
  • 10. 3) Create your copy
  • 11. 4) Target your audience
  • 12. 5) Set your budget
    • CPC – for action & clicks
    • CPM – for being seen by users
    • Bid for placement
    • Estimated clicks don’t factor in copy quality
  • 13. 6) Monitor performance
    • Daily emails
    • Beta analytics product
    • Use off-site Analytics product
      • Google Analytics
      • Click-Fraud has been an issue
  • 14. Final Thoughts
    • Marketing via Social Networks
      • Advertising is just one way of marketing
      • Interact with people socially too
        • Good Example: Deadmau5’s Facebook Page
    • OpenGraph and the global ‘Like’ button