Facebook Advertising
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Meaghan McCann, Search Ad Marketing

Meaghan McCann, Search Ad Marketing

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Facebook Advertising Presentation Transcript

  • 1. Insider’s Secrets to Facebook Advertising Presented by: Meaghan McCann Search Ad Marketing www.searchwithsam.com September 8, 2010 Searching is the second most common activity
  • 2. Bio Searching is the second most common activity online
  • 3. Bio Searching is the second most common activity online 15 Years Sales and Customer Support
  • 4. Bio Searching is the second most common activity online 15 Years Sales and Customer Support 12 Years Marketing
  • 5. Bio Searching is the second most common activity online 15 Years Sales and Customer Support 12 Years Marketing 3 Years Internet Advertising:
  • 6. Bio Searching is the second most common activity online 15 Years Sales and Customer Support 12 Years Marketing 3 Years Internet Advertising: Google AdWords Qualified
  • 7. Overview Searching is the second most common activity online
  • 8. Overview Searching is the second most common activity online What is it? Is it for you? Why do it? How to get started Live hard, die young Landing pages Tracking
  • 9. Tid Bits Searching is the second most common activity online
  • 10. Tid Bits Searching is the second most common activity online Facebook Usage: 500+ million users
  • 11. Tid Bits Searching is the second most common activity online Facebook Usage: 500+ million users Gaining in popularity among women 55+
  • 12. Tid Bits Searching is the second most common activity online Facebook Usage: 500+ million users Gaining in popularity among women 55+ Loosing stickiness among teens
  • 13. Juicy Bits Searching is the second most common activity online
  • 14. Juicy Bits Searching is the second most common activity online Zuckerberg predicts 1 Billion users within 12 mo.
  • 15. Juicy Bits Searching is the second most common activity online Zuckerberg predicts 1 Billion users within 12 mo. 2 years ago FB hired Google’s Sheryl Sandberg
  • 16. Juicy Bits Searching is the second most common activity online Zuckerberg predicts 1 Billion users within 12 mo. 2 years ago FB hired Google’s Sheryl Sandberg One more year of easy, cheap real estate on FB
  • 17. What is it? Searching is the second most common activity online
  • 18. What is it? Searching is the second most common activity online Facebook’s user friendly way to monetize the network
  • 19. What is it? Searching is the second most common activity online Facebook’s user friendly way to monetize the network Similar to display network advertising
  • 20. What is it? Searching is the second most common activity online Facebook’s user friendly way to monetize the network Similar to display network advertising If Google is the library, Facebook is the coffee shop
  • 21. Where is it? Searching is the second most common activity online
  • 22. Where is it? Searching is the second most common activity online Facebook places ads on:
  • 23. Where is it? Searching is the second most common activity online Facebook places ads on: Home (News feed)
  • 24. Where is it? Searching is the second most common activity online Facebook places ads on: Home (News feed) Profile
  • 25. Where is it? Searching is the second most common activity online Facebook places ads on: Home (News feed) Profile Pages
  • 26. Searching is the second most common activity online
  • 27. Searching is the second most common activity online
  • 28. Searching is the second most common activity online
  • 29. Is it for you? Searching is the second most common activity online
  • 30. Is it for you? Searching is the second most common activity online Take a test - go to bit.ly/IsFB4Me
  • 31. Is it for you? Searching is the second most common activity online Take a test - go to bit.ly/IsFB4Me Do you sell to consumers?
  • 32. Is it for you? Searching is the second most common activity online Take a test - go to bit.ly/IsFB4Me Do you sell to consumers? Do you promote events?
  • 33. Is it for you? Searching is the second most common activity online Take a test - go to bit.ly/IsFB4Me Do you sell to consumers? Do you promote events? Is your business locally focused?
  • 34. Is it for you? Searching is the second most common activity online Take a test - go to bit.ly/IsFB4Me Do you sell to consumers? Do you promote events? Is your business locally focused? Full detailed report - Immediately
  • 35. Is it for you? Searching is the second most common activity online Take a test - go to bit.ly/IsFB4Me Do you sell to consumers? Do you promote events? Is your business locally focused? Full detailed report - Immediately Things to consider
  • 36. Is it for you? Searching is the second most common activity online Take a test - go to bit.ly/IsFB4Me Do you sell to consumers? Do you promote events? Is your business locally focused? Full detailed report - Immediately Things to consider General recommendations
  • 37. Is it for you? Searching is the second most common activity online
  • 38. Is it for you? Searching is the second most common activity online Think about why people are on FB to begin with:
  • 39. Is it for you? Searching is the second most common activity online Think about why people are on FB to begin with: Does what you offer bring people together who share a common interest?
  • 40. Is it for you? Searching is the second most common activity online Think about why people are on FB to begin with: Does what you offer bring people together who share a common interest? Is it personality driven?
  • 41. Is it for you? Searching is the second most common activity online Think about why people are on FB to begin with: Does what you offer bring people together who share a common interest? Is it personality driven? Education, clubs, groups, reunions
  • 42. Is it for you? Searching is the second most common activity online Think about why people are on FB to begin with: Does what you offer bring people together who share a common interest? Is it personality driven? Education, clubs, groups, reunions Events, immediate holidays
  • 43. Is it for you? Searching is the second most common activity online Think about why people are on FB to begin with: Does what you offer bring people together who share a common interest? Is it personality driven? Education, clubs, groups, reunions Events, immediate holidays Positive interests: food, health, fun, toys & games
  • 44. Why should you? Searching is the second most common activity online
  • 45. Why should you? Searching is the second most common activity online No better targeting available ANYWHERE!
  • 46. Why should you? Searching is the second most common activity online No better targeting available ANYWHERE! Click costs are lower than other online advertising offerings
  • 47. Why should you? Searching is the second most common activity online No better targeting available ANYWHERE! Click costs are lower than other online advertising offerings Your competitors don’t know what they’re doing
  • 48. Goals Searching is the second most common activity online
  • 49. Goals Searching is the second most common activity online Increase fan base
  • 50. Goals Searching is the second most common activity online Increase fan base Attend an event
  • 51. Goals Searching is the second most common activity online Increase fan base Attend an event Buy something
  • 52. Goals Searching is the second most common activity online Increase fan base Attend an event Buy something Subscribe
  • 53. Strategy Searching is the second most common activity online
  • 54. Strategy Searching is the second most common activity online Who is your market?
  • 55. Strategy Searching is the second most common activity online Who is your market? What are their related interests?
  • 56. Strategy Searching is the second most common activity online Who is your market? What are their related interests? Can they be segmented?
  • 57. Strategy Searching is the second most common activity online Who is your market? What are their related interests? Can they be segmented? What action do you want?
  • 58. Strategy Searching is the second most common activity online Who is your market? What are their related interests? Can they be segmented? What action do you want? What will you do when they take action?
  • 59. Strategy Searching is the second most common activity online
  • 60. Strategy Searching is the second most common activity online What images are appropriate?
  • 61. Strategy Searching is the second most common activity online What images are appropriate? What will distract?
  • 62. Strategy Searching is the second most common activity online What images are appropriate? What will distract? What will evoke emotion?
  • 63. Strategy Searching is the second most common activity online
  • 64. Strategy Searching is the second most common activity online Brainstorm ad copy:
  • 65. Strategy Searching is the second most common activity online Brainstorm ad copy: Offers
  • 66. Strategy Searching is the second most common activity online Brainstorm ad copy: Offers Benefits
  • 67. Strategy Searching is the second most common activity online Brainstorm ad copy: Offers Benefits Calls to action
  • 68. Strategy Searching is the second most common activity online Brainstorm ad copy: Offers Benefits Calls to action Reasons to act
  • 69. Searching is the second most common activity online
  • 70. Searching is the second most common activity online
  • 71. Searching is the second most common activity online
  • 72. Searching is the second most common activity online
  • 73. Next Steps Searching is the second most common activity online
  • 74. Next Steps Searching is the second most common activity online Design the ad:
  • 75. Next Steps Searching is the second most common activity online Design the ad: Image
  • 76. Next Steps Searching is the second most common activity online Design the ad: Image Copy
  • 77. Next Steps Searching is the second most common activity online Design the ad: Image Copy Headline 25
  • 78. Next Steps Searching is the second most common activity online Design the ad: Image Copy Headline 25 Body 135
  • 79. Next Steps Searching is the second most common activity online
  • 80. Next Steps Searching is the second most common activity online Target your audience:
  • 81. Next Steps Searching is the second most common activity online Target your audience: Location
  • 82. Next Steps Searching is the second most common activity online Target your audience: Location Demographics
  • 83. Next Steps Searching is the second most common activity online Target your audience: Location Demographics Interests
  • 84. Next Steps Searching is the second most common activity online
  • 85. Next Steps Searching is the second most common activity online Assign the campaign
  • 86. Next Steps Searching is the second most common activity online Assign the campaign Set pricing
  • 87. Next Steps Searching is the second most common activity online Assign the campaign Set pricing Determine scheduling
  • 88. Searching is the second most common activity online
  • 89. Searching is the second most common activity online
  • 90. Searching is the second most common activity online
  • 91. Searching is the second most common activity online
  • 92. Tips Searching is the second most common activity online
  • 93. Tips Searching is the second most common activity online Use eye catching images
  • 94. Tips Searching is the second most common activity online Use eye catching images Keep them on Facebook
  • 95. Tips Searching is the second most common activity online Use eye catching images Keep them on Facebook Create engaging landing pages
  • 96. Tips Searching is the second most common activity online Use eye catching images Keep them on Facebook Create engaging landing pages Tell them what to do
  • 97. Metrics Searching is the second most common activity online
  • 98. Metrics Searching is the second most common activity online Goal: 0.1 Ctr
  • 99. Metrics Searching is the second most common activity online Goal: 0.1 Ctr Common 0.01 - 0.1
  • 100. Metrics Searching is the second most common activity online Goal: 0.1 Ctr Common 0.01 - 0.1 Reports available for:
  • 101. Metrics Searching is the second most common activity online Goal: 0.1 Ctr Common 0.01 - 0.1 Reports available for: Ad Performance
  • 102. Metrics Searching is the second most common activity online Goal: 0.1 Ctr Common 0.01 - 0.1 Reports available for: Ad Performance Responder data
  • 103. Metrics Searching is the second most common activity online Goal: 0.1 Ctr Common 0.01 - 0.1 Reports available for: Ad Performance Responder data Conversions
  • 104. Metrics Searching is the second most common activity online
  • 105. Metrics Searching is the second most common activity online Ads live hard and die young
  • 106. Metrics Searching is the second most common activity online Ads live hard and die young Fast burn due to interest levels
  • 107. Take Aways Searching is the second most common activity online
  • 108. Take Aways Searching is the second most common activity online Most targeted advertising available
  • 109. Take Aways Searching is the second most common activity online Most targeted advertising available Make your ad to distract
  • 110. Take Aways Searching is the second most common activity online Most targeted advertising available Make your ad to distract Keep them on Facebook
  • 111. Take Aways Searching is the second most common activity online Most targeted advertising available Make your ad to distract Keep them on Facebook Utilize FBML
  • 112. Take Aways Searching is the second most common activity online Most targeted advertising available Make your ad to distract Keep them on Facebook Utilize FBML Revive dying ads
  • 113. Take Aways Searching is the second most common activity online Most targeted advertising available Make your ad to distract Keep them on Facebook Utilize FBML Revive dying ads Monitor results for revisions
  • 114. Let’s Connect Searching is the second most common activity online
  • 115. Let’s Connect Searching is the second most common activity online Facebook - www.facebook.com/meaghanmccann Fan my page - www.facebook.com/SearchAdMarketing LinkedIn - www.linkedin.com/in/meaghanmccann Twitter - twitter.com/megamcc