Facebook The best online advertising platform you’re not using Geoff McQueen, Managing Director, Internetrix @geoffmcqueen...
Evolution of Online Advertising Guerrilla Display Search Context Targeted
From shotgun to scalpel <ul><li>You’re advertising wedding dresses </li></ul><ul><li>i98 reaches 40% of 18-39 year olds </...
Facebook Advertising - Reach <ul><li>500 million people worldwide  (Facebook) </li></ul><ul><li>8.64 million Australians  ...
Facebook Advertising - Cost <ul><li>Uses a ‘bid’ model; ad space is scarce </li></ul><ul><li>CPM or CPC, with daily caps <...
Facebook Advertising - Format <ul><li>Title/Heading – 25 chars </li></ul><ul><li>Body text – 135 chars </li></ul><ul><li>O...
Facebook Advertising - Limitations <ul><li>Targeting is great, but remember... </li></ul><ul><ul><li>People aren’t there t...
1) Create your destination <ul><li>Internal to Facebook </li></ul><ul><ul><li>Page, Application,  Event or Group </li></ul...
2) Click on ‘Promote’ or Create
3) Create your copy
4) Target your audience
5) Set your budget <ul><li>CPC – for action & clicks </li></ul><ul><li>CPM – for being seen by users </li></ul><ul><li>Bid...
6) Monitor performance <ul><li>Daily emails </li></ul><ul><li>Beta analytics product </li></ul><ul><li>Use off-site Analyt...
Final Thoughts <ul><li>Marketing via Social Networks </li></ul><ul><ul><li>Advertising is just one way of marketing </li><...
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Facebook as an advertising platform

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

Apologies for the screwed up fonts on Slideshare.

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Facebook as an advertising platform

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