BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE
 

BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE

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Talk for SMX Sydney Australia

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BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE BUILDING AN EFFECTIVE AD CAMPAIGN & FAN PAGE Presentation Transcript

  • BUILDING AN EFFECTIVEAD CAMPAIGN & FAN PAGEOr how to make Mark Zuckerbergwealthier and get something out of itMICHAEL KINGDIRECTOR OF INBOUND MARKETING @ipullrank
  • DOWNLOAD THIS DECK:http://slidesha.re/fb-sydney @ipullrank
  • WHY DO FB ADS MATTER? THEY HAVE COMPLETELY CHANGED THE GAME@ipullrank
  • THE HOLY GRAIL OF MARKETINGINTENT INTERESTS DEMOGRAPHICS NETWORK If marketers could understand a user’s intent, interests, demographics and network they would achieve perfect targeting @ipullrank
  • THE DIFFERENCE BETWEEN FACEBOOK & GOOGLEINTENT INTERESTS DEMOGRAPHICS NETWORK While Google has a user’s explicit intent in real-time, demographics and network they don’t have explicit interests. Meanwhile Facebook has explicit interests, demographics and network, but no real-time intent. @ipullrank
  • MEET GARY & COGSWELL What’s up Sydney?! Hi, I’m I’m Gary! Cogswell! Gary & Cogswell are the stars of a new SEO comic strip that I write on the iAcquire blog. Check them out! http://blog.iacquire.com/ @ipullrank
  • FACEBOOK’S SOCIAL ADVERTISING With the comic strip I’ve just launched I can easily put it in front of 136k people in the US that are between the ages 18 and 30, love robots and comic books, speaks English and are not connected to iAcquire. Never before could you target so granularly. @ipullrank
  • IT’S POWERFUL A gentleman by the name of Devin Ellis (@devinellis) had no connections at the places he really wanted to work so he used Facebook ads to creative get the attention of Valve and SEOmoz. He was ultimately hired by SEOmoz. How’s that for ROI? @ipullrank
  • IT’S REVOLUTIONARY HOMOGENEOUS ADS HETEROGENEOUS ADS We can now serve and optimize homogeneous or heterogeneous ads at as broad or as granular a level as we’d like to. @ipullrank
  • MANAGE EXPECTATIONS Optimal CTR: 0.11%-0.16% Above Avg CTR: 0.07%-0.09% Average CTR: 0.04%-0.05% Below Avg CTR: 0.02%-0.03% Poor CTR: 0.01% Don’t expect high CTRs from Facebook Ads. Paid Search yields a much higher CTR than FB Ads, but the tradeoff is the ability to hypertarget at often a much lower rate. Source: Andrew McDermott – Spruce Media @ipullrank
  • HOW DO I FLIGHT AN AD? STEPS TO GET UP AND RUNNING NOW@ipullrank
  • THE PROCESS Research Measure Prepare Launch The actual launch of a Facebook Ad is quite easy. It’s the surrounding research, preparation and measurement that can be difficult. @ipullrank
  • PERSONA DEVELOPMENT Curious George Gamer Film Purist Tech Geek• 18-32 • 18-32 • 22-40 • 22-40• Male • Male • Male • Male• Loves indie rock • Loves all music • Loves film soundtracks • Loves Techno• Wishes he had a beard • Wishes he could move • Wishes he could live in • Wishes you would stop out his mom’s the movie Avatar invading his online basement privacy Identify the user segments for this campaign by developing personas. Personas are broad representations of your target audience. Develop up to 4 per campaign. You will use their attributes in targeting. @ipullrank
  • FACEBOOK INSIGHTS Non-U.S 12% Female 36%Gender Country Male 64% U.S 88% FemaleAge distribution Male Does the site have an existing Facebook page? FB Insights has demographic data @ipullrank
  • PERSONA DEVELOPMENT Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a competitor’s site in Ad Planner @ipullrank
  • SOCIAL LISTENING Social Mention Topsy Amplicate Start your social listening in Topsy, Social Mention, and/or Amplicate. Paid enterprise tools such as Radian6, ScoutLabs, also available. @ipullrank
  • DISCUSSION LISTENING See what people are talking about on blog and discussion forums and understand what they are really into. @ipullrank
  • PREPARATION What are trying to accomplish? BRANDING CUSTOMER SERVICE DIRECT RESPONSE REPUTATION MANAGEMENT MESSAGE TESTING Identify the the goals and Key Performance Indicators of the Facebook Ad Campaign. This will dictate how campaigns are launched and optimized. Read: http://www.seoptimise.com/blog/2012/03/setting-facebook- kpis.html @ipullrank
  • TYPES OF TARGETING Demographic Psychographic Geographic Competitive @ipullrank
  • SET UP YOUR AD Setting up an ad is pretty simple. http://www.facebook.com/ads/create @ipullrank
  • USE COMPELLING IMAGES & AD COPY Write copy that plays to the interest, humor and emotional of the actual people you have collected information on. Use pictures that pique curiosity and interest. @ipullrank
  • CHOOSE YOUR TARGET Here I have found that 150k people between 18 and 35 are interested in comic strips, robots, SEO or SEM. @ipullrank
  • SET YOUR SPEND Write copy that plays to the interest, humor and emotional of the actual people you have collected information on. Use pictures that pique curiosity and interest. @ipullrank
  • LAUNCH & MEASURE Facebook gives you a pretty impressive dashboard to show you how well your ads did. @ipullrank
  • OPTIMIZE TEST TITLES TEST AD COPY TEST CTAS TEST PERSONALIZED ADS TEST COMPETITORS COPY FORMATS TEST TEST TEST Always be testing. Regardless of what your performance is, there is always room to do better. Read: Facebook Ads Optimization Guide http://ads.ak.facebook.com/ads/FacebookAds/OptimizationGuide_060611.pdf @ipullrank
  • BEST PRACTICES HOW TO MAXIMIZE ADS@ipullrank
  • PRO TIP Setup Facebook Ad Campaigns for a 1 cent CPC and pause them. There’s no way to set up a campaign without running it so set up campaigns at a super low CPC like $0.01 and then pause them so you can start and stop them as needed. @ipullrank
  • CPC VS. CPM Always use Cost Per Click (CPC) rather than Cost Per Impressions (CPM). You’ll always get more clicks for the price. @ipullrank
  • SEE WHAT THE COMPETITION IS DOING Facebook doesn’t give you information on what ads are running next to yours. Change your own settings and interests temporarily in order to see those ads. @ipullrank
  • SUGGESTED READING Marty and the aimClear team are best at FB ads! Check out Killer Facebook Ads by Marty Weintraub (@aimclear). The aimClear team is the leader in Creatively tackling Facebook Ad campaigns. Check out their blog at http://www.killerfbads.com. The book tells how to market to classic human trait, separate campaigns, and much more. @ipullrank
  • TIMELINE BEST PRACTICES MAXIMIZE YOUR FAN PAGE@ipullrank
  • COVER PHOTO & PROFILE PICTURE Create an engaging Cover Photo that @ipullrank
  • MILESTONES You can back-populate brand updates to the 1800s. If your brand has a rich history flesh out your profile using that content. Old blog posts, advertisements, hire dates, product launches or a funny fictional brand story are all great content for back population. @ipullrank
  • HIGHLIGHT You can highlight any story stories that you want to grab attention or stand out. It doesn’t necessarily have to be a milestone, but highlighting gives it the visual importance of a milestone. @ipullrank
  • PINNING Highlighted stories will fall off the page quite quickly if you’re rolling out a ton of content. You can pin stories to the top for 7 days at a time. Stories can be re-pinned after they expire. @ipullrank
  • TABS & APPS You can highlight up to 4 visible apps and tabs in this section. Use this to promote deeper content deeper content or pages on your site. @ipullrank
  • ENGAGE USERS ASK QUESTIONS IN POSTS USE FILL IN THE BLANKS POST AT THE END OF THE WEEK BE RELEVANT INCLUDE CALLS TO ACTION BE A THOUGHT LEADER UPDATE REGULARLY BUY ADS TO GROW USER BASE Many of these sites are employing these tactics to continue to engage and grow their communities on Facebook. @ipullrank
  • TIMELINE EXAMPLES THESE PEOPLE ARE DOING IT RIGHT!@ipullrank
  • RED BULL FACEBOOK PAGE Facebook touts the Red Bull Facebook as one of the best examples of timeline. This is largely because they have an extensive content strategy under which they post engaging content regularly and they have back-populated all the back to when they were founded which was coupled with a scavenger hunt. @ipullrank
  • MERCEDES BENZ FACEBOOK PAGE Mercedes Benz also does very well with back population of company milestones and engaging regular postings including but not limited to fill in the blanks posts. @ipullrank
  • NEW YORK TIMES FACEBOOK PAGE Clearly the New York Times has an advantage in that they publish very high quality content very often but they also engage their user base, and allow them to participate in stories. @ipullrank
  • IACQUIRE FACEBOOK PAGE In addition to pushing our own content and leading industry content, we have recently back-populated employee start dates as milestones to humanize our brand and encourage participation. @ipullrank
  • SEOMOZ FACEBOOK PAGE SEOmoz practically invented the humanization of a tech brand, but they also include direct links to sign up for a free trial and or the mailing list. They also have really cool interplay between their profile picture and cover photo @ipullrank
  • MORE COVER PHOTO & PROFILE PIC INTERPLAY Lots of people are using timeline as great way to creatively grab the user’s attention. Don’t miss your opportunity to make a statement. @ipullrank
  • THE FINAL WORDSOCIAL MEDIA ISNOTHING WITHOUTCONTENT STRATEGY @ipullrank
  • MICHAEL KINGDirector of Inbound Marketing www.iacquire.com mike@iacquire.com @iPullRank THANK YOU / Q&A