Facebook Ads - A Guide for Local Advertisers

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

Who are Search Engine People?
First Company in Canada to become a Google AdWords Certified Company
2009 PROFIT 100 ranking of Canada’s Fastest-Growing Companies
Over 300 clients worldwide
©2009 Search Engine People Inc. All Rights Reserved
Media
Financial
Shipping & Travel
Consumer

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/
©2009 Search Engine People All Rights Reserved

How Big is Facebook?
84,000,000 people are on Facebook in the USA

12,300,000 people are on Facebook in Canada

Almost 100,000,000 people in North America are on Facebook… And interest keeps going up

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
Source:http://www.facebook.com/press/info.php?statistics

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
Source: http://mashable.com/2009/07/20/facebook-local-ads/

Consider Atlanta, Georgia
Ads targeting 10 miles around Atlanta would reach an estimated audience of 1.5 million people
Photo credit : http://www.flickr.com/photos/mplemmon/2745434088/

Consider Toronto, Canada
Ads targeting 10 miles around Toronto would reach an estimated audience of 1.3 million people
Photo credit: http://www.flickr.com/photos/semlady/584433323/

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”

Demographic Targeting
Demographic Targeting offers an increased layer of Complexity and Control
More granular control over WHO sees the message

Traditional Search Engine PPC Advertising Targeting Layers:

Facebook PPC Advertising Targeting Layers:

The Demographic Targeting Layer means 2 identical campaigns can target 2 completely different audiences
Consider the targeting implications of the following 2 identical campaigns:

Campaign #1
Location:
New York City
Keywords:
Travel
Travelling
World Travel
Demographic Targeting:

Campaign #2
Location:
New York City
Keywords:
Travel
Travelling
World Travel
Demographic Targeting:

6 Key Steps
For Building an Effective Facebook Campaign

6 Key Steps
1. Define the Goals
Drive Traffic?
Increase Awareness?
Generate Leads?

6 Key Steps
2. Identify the Locality
Driving distance?
Local interests?
Service area?
Shipping?
Brand awareness?
BUSINESS

6 Key Steps
3. Define the Audience
What interests qualify the audience?
Are they interested in related topics?

6 Key Steps
4. Narrow the Focus
What age is the audience?
Do they have any unique traits?

6 Key Steps
5. Offer Value
Offer a discount
Offer information
Offer a bonus
Offer a prize

6 Key Steps
6. Test & Measure
Run different ads
Test ad message response rates
Test conversion rates

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Facebook Ads - A Guide for Local Advertisers

by Helen Overland on Dec 15, 2009

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Facebook Ads - A Guide for Local Advertisers — Presentation Transcript