Seminar Presentation Facebook Advertising 9 22


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This powerpoint covers the basic fundamentals of using ads in Facebook.

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Seminar Presentation Facebook Advertising 9 22

  1. 1. <ul><li>Twine Interactive is an Internet marketing agency specializing in social media marketing and web design. </li></ul><ul><li>You can find us on Facebook and Twitter at </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>You can find me on Facebook and Twitter at </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  2. 2. Agenda <ul><li>Facebook Statistics </li></ul><ul><li>Your Social Media Campaign and Facebook </li></ul><ul><li>What is Facebook Advertising and why does it merit consideration in your advertising campaign </li></ul><ul><li>Who uses Facebook Advertising </li></ul><ul><li>4 Facebook Advertising Case Studies </li></ul><ul><li>How to Create a Facebook Ads and how many should you have </li></ul><ul><li>Pro’s and Con’s to Facebook Advertising </li></ul><ul><li>Secrets to Facebook Advertising </li></ul>
  3. 3. Facebook Stats <ul><li>6 billion is the number of minutes logged on Facebook every day </li></ul><ul><li>If Facebook were a country, it would be the 8 th largest, just ahead of Japan </li></ul><ul><li>There are more females (55.7%) than males (42.2%) on Facebook - 2.2% are of unknown gender. </li></ul><ul><li>The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago. </li></ul>
  4. 4. Facebook Statistics Cont <ul><li>The 55+ demo is not far behind with a 194.3% growth rate </li></ul><ul><li>The 25-34 year population on Facebook is doubling every 6 months </li></ul><ul><li>50% of active users log on to Facebook in any given day </li></ul><ul><li>More than 40 million users update their statuses at least once a day </li></ul><ul><li>The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report </li></ul>
  5. 5. US Facebook Users by Age Group Facebook Statistics - Cont
  6. 6. Your Social Media Campaign <ul><li>Facebook should not be the de-facto social media portal just because everyone is on there. Make sure its part of your arsenal not the only weapon </li></ul><ul><li>Remember to create compelling content in order to engage your users. Without content, your advertising money will be wasted and you will be left wondering why things are not working </li></ul>
  7. 7. What is Facebook Advertising According to Facebook, Facebook advertising is the ability to reach your exact audience and connect real customers to your business. Bidding takes place on the demographic and geographic of the user, instead of the actual keyword. Because of this, keyword associations that people have with their Facebook accounts are correlated quite highly with true interests Facebook advertising allows you to play in the same league as the big guys and even beat them to the punch. Facebook marketing requires communicating, not advertising.
  8. 8. Who Uses Facebook Advertising <ul><li>Small businesses, medium business and large businesses all use Facebook advertising. Just because you are a small business, does not mean that your can’t use Facebook Advertising </li></ul><ul><li>Applications use Facebook advertising. Ever seen an ad for Movin Up on Farmville, or Mafia Wars? </li></ul>
  9. 9. Case Study 1 – CM Photographics <ul><li>Objective – CM Photographics chose to advertise on Facebook to drive traffic to their site and acquire qualified leads. </li></ul><ul><li>Solution – Facebook Ads provided CM Photographic the ability to target their exact demographics which was 24 to 30 year old women whose relationship status on Facebook indicated that they were engaged. </li></ul><ul><li>Results - Over 12 months they generated nearly 40,000 in revenue from $600 dollar investment in FB. </li></ul><ul><li>60 percent became qualified leads from click throughs and actively expressed interest in more information </li></ul>
  10. 10. Case Study 2 – <ul><li>Objective – needed a geo-targeted and cost-effective way to support the initial launch in the Boston area. They needed a way to target prospects who would be most likely to use the site while keeping costs low for both creative development and media spend. </li></ul><ul><li>Solution – created a series of campaigns and creative executions that included messaging related to both overall brand and specific events and promotions. This enabled the start up to test and measure the real world impact of alternative marketing approaches. They adjusted ads on a daily basis to optimize CPC’s. </li></ul><ul><li>Result – Drove thoses of new visitors to the site and exposed a large local audience. Generated the lowest CPC’s of all display advertising activities. Provided a flexible platform to test alternative marketing. Saved money by learning what creative worked best and applying it to other marketing efforts. </li></ul>
  11. 11. Case Study 3 – Wise Choice <ul><li>Objective - Needed at least 50 upperclassmen or recent graduates from 1300 4 year colleges in the US to complete a 20 minutes survey about life on campus. </li></ul><ul><li>Solution – Targeting college, age and year in school, Wisechoice was able to find the respondents they needed, even at schools as small as 600 students. </li></ul><ul><li>Results - 80 percent of students who came to the survey from FB were qualified vs 46 from other marketing programs. </li></ul><ul><li>45 percent of all FB users who started the survey complete it versus 28 percent from other marketing channels </li></ul>
  12. 12. Case Study 4 – All Nippon Airways <ul><li>Objective – ANA aimed to attract a younger, more leisure baed audience in NA who followed Japanese culture </li></ul><ul><li>Solution – Facebook page creation to acquire interested users for ongoing messaging opportunities. ANA used a creative grouping of keywords to target advertising to users specifically interested in traveling and Japanese culture </li></ul><ul><li>Result: Average campaigns for AN resulted in CTR’s of 8 to 12 percent. Facebook ads resulted in a 25% CTR </li></ul><ul><li>Conversions resulted in positive ROI which is unique for ANA considering their product is not an impulse purchase and Japan is not traditionally seen as a leisure destination </li></ul>
  13. 13. <ul><li>STEP 1 Design Your Ad </li></ul><ul><li>Keep them in Facebook if at all possible </li></ul><ul><li>The image is KEY!!! </li></ul><ul><li>Focus On the Title </li></ul>
  14. 14. <ul><li>STEP 2 </li></ul><ul><li>Locations </li></ul><ul><li>Age </li></ul><ul><li>Birthdays </li></ul><ul><li>Sex </li></ul><ul><li>Keywords </li></ul><ul><li>Education </li></ul><ul><li>Workplace </li></ul><ul><li>Relationship </li></ul><ul><li>Interested in </li></ul><ul><li>Languages </li></ul><ul><li>Connections </li></ul><ul><li>Estimate </li></ul>
  15. 15. STEP 3 CPM’s vs CPC’s
  16. 16. STEP 4 – Review Ad
  17. 17. Graphs and Measurements
  18. 18. Customized Reporting
  19. 19. Pro’s <ul><li>Ability to use images to create emotion in advertising </li></ul><ul><li>Ability to run multiple ads to very targeted demographics </li></ul><ul><li>Ability to target geographically as well </li></ul><ul><li>Social action ads </li></ul><ul><li>Over 200 million users world wide </li></ul><ul><li>Low competition levels and low barrier to entry </li></ul><ul><li>It works REALLY well in local advertising </li></ul>
  20. 20. Con’s <ul><li>Testing the right ad can become very time consuming to manage </li></ul><ul><li>More of a short term strategy vs a long term money maker </li></ul><ul><li>Ads are mysteriously denied without any reason </li></ul><ul><li>Click fraud can become a real problem with higher ad spend campaigns </li></ul><ul><li>Consumers are in social mode not search mode, so your ad’s and your value you proposition has to be directly proportionate with social interaction not direct sales </li></ul>
  21. 21. Additional Secrets <ul><li>Engage in conversation. Not really a big secret, but do not be salesy, be social </li></ul><ul><li>Don’t put all your eggs in one basket (Facebook advertising might not work for your product or service) </li></ul><ul><li>Keep it on a short leash. Put a daily spending budget into place at a low level while you see how much traffic and at what cost you will get it. </li></ul><ul><li>Think like a user. Put yourself in the mindset of the people who would buy from you and ask yourself what their demographics would be. If you are selling toasters, females in their late 20s and early 30s might be better than 16 year old males </li></ul><ul><li>Use Great images. </li></ul><ul><li>Creativity is key. </li></ul><ul><li>Joint levers of keywords and companies seem like a powerful tool. </li></ul>
  22. 22. Conclusion <ul><li>FB advertising is least effective at direct sales (relationship marketing) </li></ul><ul><li>Use a greater volume of ads that targets less people </li></ul><ul><li>Friend your users before you sell them </li></ul><ul><li>COMPLETELY understand your true demographic </li></ul><ul><li>Slit test ads by demographics </li></ul><ul><li>Develop creative ad copy </li></ul><ul><li>If a campaign isn’t working, try switching out the image </li></ul>