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Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
Facebook as an advertising platform
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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. …

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

Apologies for the screwed up fonts on Slideshare.

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Transcript

  • 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 <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. 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. 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. 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. 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. 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. 2) Click on ‘Promote’ or Create
  • 10. 3) Create your copy
  • 11. 4) Target your audience
  • 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. 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. 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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