Facebook Ads - A Guide for Local Advertisers

3,066 views
2,992 views

Published on

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

Published in: Business, Technology
2 Comments
6 Likes
Statistics
Notes
No Downloads
Views
Total views
3,066
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
82
Comments
2
Likes
6
Embeds 0
No embeds

No notes for slide

Facebook Ads - A Guide for Local Advertisers

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

×