Facebook Ads - A Guide for Local Advertisers

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Facebook is getting really, really BIG. From a business point of view, that means there is opportunity to use this platform to reach potential customers and clients. …

Facebook is getting really, really BIG. From a business point of view, that means there is opportunity to use this platform to reach potential customers and clients.

Facebook's strength is not just in the size of its' audience though... it's in the granular targeting abilities of the platform. Advertisors can reach small geographic areas and target ads by interests, age, gender, relationship status, and more.

Find out:

-How big is Facebook now?
-Why suppliment Yellow Pages listings with Facebook ads?
-How is Facebook advertising different from Search Engine PPC advertising?
-How can Demographic targeting be used in a Facebook campaign?
-6 Key Steps for Building an Effective Facebook Campaign

As seen on the blog post here:
http://www.searchenginepeople.com/blog/local-advertise-on-facebook.html

More in: Business , Technology
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  • 1. Facebook Ads
    A Guide for Local Advertisers
    SearchEnginePeople.com
    ©2009 Search Engine People Inc.
    All Rights Reserved
    Presented by:
    Helen M. Overland, Director of Marketing and Training
    December 14, 2009
  • 2. Who are Search Engine People?
    • First Company in Canada to become a Google AdWords Certified Company
    • 3. 2009 PROFIT 100 ranking of Canada’s Fastest-Growing Companies
    • 4. Over 300 clients worldwide
    SearchEnginePeople.com
    ©2009 Search Engine People Inc. All Rights Reserved
    Media
    Financial
    Shipping & Travel
    Consumer
  • 5. Facebook Ads
    This presentation is the Companion Guide to
    Facebook Ads:
    A Guide for
    Local Advertisers
    From the Search Engine People
    Marketing Intelligence and Research Series
    Get the full Whitepaper at:
    http://www.searchenginepeople.com/whitepapers/facebook-ads/
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 6. How Big is Facebook?
    84,000,000 people are on Facebook in the USA
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 7. How Big is Facebook?
    12,300,000 people are on Facebook in Canada
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 8. How Big is Facebook?
    Almost 100,000,000 people in North America are on Facebook… And interest keeps going up
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 9. How Big is Facebook?
    About 300,000,000 people worldwide use Facebook
    On any given day, around 50% of those people log in to the site
    The fastest growing demographic are people 35 and older
    Every day, humanity spends over 8 billion minutes of human productivity on Facebook
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    Source:http://www.facebook.com/press/info.php?statistics
  • 10. Facebook for Yellow Pages Advertisers
    Popular: in 2009 Facebook will earn 74% of its $330 million revenue from Local advertisers
    Can target to within 10 miles of a City
    Can target by location, interests, and demographics
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    Source: http://mashable.com/2009/07/20/facebook-local-ads/
  • 11. Facebook for Yellow Pages Advertisers
    Consider Atlanta, Georgia
    Ads targeting 10 miles around Atlanta would reach an estimated audience of 1.5 million people
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    Photo credit : http://www.flickr.com/photos/mplemmon/2745434088/
  • 12. Facebook for Yellow Pages Advertisers
    Consider Toronto, Canada
    Ads targeting 10 miles around Toronto would reach an estimated audience of 1.3 million people
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    Photo credit: http://www.flickr.com/photos/semlady/584433323/
  • 13. Facebook PPC vs. Traditional Search Engine PPC
    Search Engine PPC Ads focus on PRODUCTS
    i.e. “Find me a widget”
    Facebook PPC Ads focus on PEOPLE
    i.e. “I’m interested in travelling”
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 14. Demographic Targeting
    Demographic Targeting offers an increased layer of Complexity and Control
    More granular control over WHO sees the message
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 15. Demographic Targeting
    Traditional Search Engine PPC Advertising Targeting Layers:
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 16. Demographic Targeting
    Facebook PPC Advertising Targeting Layers:
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 17. Demographic Targeting
    The Demographic Targeting Layer means 2 identical campaigns can target 2 completely different audiences
    Consider the targeting implications of the following 2 identical campaigns:
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 18. Demographic Targeting
    Campaign #1
    Location:
    New York City
    Keywords:
    Travel
    Travelling
    World Travel
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    Demographic Targeting:
  • 19. Demographic Targeting
    Campaign #2
    Location:
    New York City
    Keywords:
    Travel
    Travelling
    World Travel
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    Demographic Targeting:
  • 20. 6 Key Steps
    For Building an Effective Facebook Campaign
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 21. 6 Key Steps
    1. Define the Goals
    • Drive Traffic?
    • 22. Increase Awareness?
    • 23. Generate Leads?
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
  • 24. 6 Key Steps
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    2. Identify the Locality
    BUSINESS
  • 29. 6 Key Steps
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    3. Define the Audience
    • What interests qualify the audience?
    • 30. Are they interested in related topics?
  • 6 Key Steps
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    4. Narrow the Focus
    • What age is the audience?
    • 31. Do they have any unique traits?
  • 6 Key Steps
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    5. Offer Value
  • 6 Key Steps
    SearchEnginePeople.com
    ©2009 Search Engine People All Rights Reserved
    6. Test & Measure
    • Run different ads
    • 35. Test ad message response rates
    • 36. Test conversion rates
  • Thank You!!
    Questions?
    Helen M. Overland
    Director of Marketing and Training
    helen@searchenginepeople.com
    SearchEnginePeople.com
    SearchEnginePeople.com
    On Twitter: @senginepeople
    ©2009 Search Engine People Inc.
    All Rights Reserved