Insider’s Secrets to
     Facebook Advertising
Presented by:
Meaghan McCann
Search Ad Marketing
www.searchwithsam.com
Sept...
Bio
Searching is the second
most common activity
online
Bio
    Searching is the second
    most common activity
    online




15 Years Sales and Customer Support
Bio
    Searching is the second
    most common activity
    online




15 Years Sales and Customer Support
12 Years Marke...
Bio
    Searching is the second
    most common activity
    online




15 Years Sales and Customer Support
12 Years Marke...
Bio
    Searching is the second
    most common activity
    online




15 Years Sales and Customer Support
12 Years Marke...
Overview
Searching is the second
most common activity
online
Overview
    Searching is the second
    most common activity
    online




What is it?
Is it for you?
Why do it?
How to ...
Tid Bits
Searching is the second
most common activity
online
Tid Bits
    Searching is the second
    most common activity
    online




Facebook Usage: 500+ million users
Tid Bits
    Searching is the second
    most common activity
    online




Facebook Usage: 500+ million users
Gaining in...
Tid Bits
    Searching is the second
    most common activity
    online




Facebook Usage: 500+ million users
Gaining in...
Juicy Bits
Searching is the second
most common activity
online
Juicy Bits
    Searching is the second
    most common activity
    online




Zuckerberg predicts 1 Billion users within ...
Juicy Bits
    Searching is the second
    most common activity
    online




Zuckerberg predicts 1 Billion users within ...
Juicy Bits
    Searching is the second
    most common activity
    online




Zuckerberg predicts 1 Billion users within ...
What is it?
Searching is the second
most common activity
online
What is it?
    Searching is the second
    most common activity
    online




Facebook’s user friendly way to monetize t...
What is it?
    Searching is the second
    most common activity
    online




Facebook’s user friendly way to monetize t...
What is it?
    Searching is the second
    most common activity
    online




Facebook’s user friendly way to monetize t...
Where is it?
Searching is the second
most common activity
online
Where is it?
    Searching is the second
    most common activity
    online




Facebook places ads on:
Where is it?
    Searching is the second
    most common activity
    online




Facebook places ads on:
Home (News feed)
Where is it?
    Searching is the second
    most common activity
    online




Facebook places ads on:
Home (News feed)
...
Where is it?
    Searching is the second
    most common activity
    online




Facebook places ads on:
Home (News feed)
...
Searching is the second
most common activity
online
Searching is the second
most common activity
online
Searching is the second
most common activity
online
Is it for you?
Searching is the second
most common activity
online
Is it for you?
    Searching is the second
    most common activity
    online




Take a test - go to bit.ly/IsFB4Me
Is it for you?
    Searching is the second
    most common activity
    online




Take a test - go to bit.ly/IsFB4Me
Do y...
Is it for you?
    Searching is the second
    most common activity
    online




Take a test - go to bit.ly/IsFB4Me
Do y...
Is it for you?
    Searching is the second
    most common activity
    online




Take a test - go to bit.ly/IsFB4Me
Do y...
Is it for you?
    Searching is the second
    most common activity
    online




Take a test - go to bit.ly/IsFB4Me
Do y...
Is it for you?
    Searching is the second
    most common activity
    online




Take a test - go to bit.ly/IsFB4Me
Do y...
Is it for you?
    Searching is the second
    most common activity
    online




Take a test - go to bit.ly/IsFB4Me
Do y...
Is it for you?
Searching is the second
most common activity
online
Is it for you?
    Searching is the second
    most common activity
    online




Think about why people are on FB to beg...
Is it for you?
    Searching is the second
    most common activity
    online




Think about why people are on FB to beg...
Is it for you?
    Searching is the second
    most common activity
    online




Think about why people are on FB to beg...
Is it for you?
    Searching is the second
    most common activity
    online




Think about why people are on FB to beg...
Is it for you?
    Searching is the second
    most common activity
    online




Think about why people are on FB to beg...
Is it for you?
    Searching is the second
    most common activity
    online




Think about why people are on FB to beg...
Why should you?
Searching is the second
most common activity
online
Why should you?
    Searching is the second
    most common activity
    online




No better targeting available ANYWHERE!
Why should you?
    Searching is the second
    most common activity
    online




No better targeting available ANYWHERE...
Why should you?
    Searching is the second
    most common activity
    online




No better targeting available ANYWHERE...
Goals
Searching is the second
most common activity
online
Goals
    Searching is the second
    most common activity
    online




Increase fan base
Goals
    Searching is the second
    most common activity
    online




Increase fan base

Attend an event
Goals
    Searching is the second
    most common activity
    online




Increase fan base

Attend an event

Buy something
Goals
    Searching is the second
    most common activity
    online




Increase fan base

Attend an event

Buy somethin...
Strategy
Searching is the second
most common activity
online
Strategy
    Searching is the second
    most common activity
    online




Who is your market?
Strategy
    Searching is the second
    most common activity
    online




Who is your market?
What are their related in...
Strategy
    Searching is the second
    most common activity
    online




Who is your market?
What are their related in...
Strategy
    Searching is the second
    most common activity
    online




Who is your market?
What are their related in...
Strategy
    Searching is the second
    most common activity
    online




Who is your market?
What are their related in...
Strategy
Searching is the second
most common activity
online
Strategy
    Searching is the second
    most common activity
    online




What images are appropriate?
Strategy
    Searching is the second
    most common activity
    online




What images are appropriate?
 What will distr...
Strategy
    Searching is the second
    most common activity
    online




What images are appropriate?
 What will distr...
Strategy
Searching is the second
most common activity
online
Strategy
    Searching is the second
    most common activity
    online




Brainstorm ad copy:
Strategy
    Searching is the second
    most common activity
    online




Brainstorm ad copy:
 Offers
Strategy
    Searching is the second
    most common activity
    online




Brainstorm ad copy:
 Offers
 Benefits
Strategy
    Searching is the second
    most common activity
    online




Brainstorm ad copy:
 Offers
 Benefits
 Calls t...
Strategy
    Searching is the second
    most common activity
    online




Brainstorm ad copy:
 Offers
 Benefits
 Calls t...
Searching is the second
most common activity
online
Searching is the second
most common activity
online
Searching is the second
most common activity
online
Searching is the second
most common activity
online
Next Steps
Searching is the second
most common activity
online
Next Steps
    Searching is the second
    most common activity
    online




Design the ad:
Next Steps
    Searching is the second
    most common activity
    online




Design the ad:
 Image
Next Steps
    Searching is the second
    most common activity
    online




Design the ad:
 Image
 Copy
Next Steps
    Searching is the second
    most common activity
    online




Design the ad:
 Image
 Copy
   Headline 25
Next Steps
    Searching is the second
    most common activity
    online




Design the ad:
 Image
 Copy
   Headline 25
...
Next Steps
Searching is the second
most common activity
online
Next Steps
    Searching is the second
    most common activity
    online




Target your audience:
Next Steps
    Searching is the second
    most common activity
    online




Target your audience:
  Location
Next Steps
    Searching is the second
    most common activity
    online




Target your audience:
  Location
  Demograp...
Next Steps
    Searching is the second
    most common activity
    online




Target your audience:
  Location
  Demograp...
Next Steps
Searching is the second
most common activity
online
Next Steps
    Searching is the second
    most common activity
    online




Assign the campaign
Next Steps
    Searching is the second
    most common activity
    online




Assign the campaign

Set pricing
Next Steps
    Searching is the second
    most common activity
    online




Assign the campaign

Set pricing

Determine...
Searching is the second
most common activity
online
Searching is the second
most common activity
online
Searching is the second
most common activity
online
Searching is the second
most common activity
online
Tips
Searching is the second
most common activity
online
Tips
    Searching is the second
    most common activity
    online




Use eye catching images
Tips
    Searching is the second
    most common activity
    online




Use eye catching images
Keep them on Facebook
Tips
    Searching is the second
    most common activity
    online




Use eye catching images
Keep them on Facebook
Cre...
Tips
    Searching is the second
    most common activity
    online




Use eye catching images
Keep them on Facebook
Cre...
Metrics
Searching is the second
most common activity
online
Metrics
    Searching is the second
    most common activity
    online




Goal: 0.1 Ctr
Metrics
    Searching is the second
    most common activity
    online




Goal: 0.1 Ctr
 Common 0.01 - 0.1
Metrics
    Searching is the second
    most common activity
    online




Goal: 0.1 Ctr
 Common 0.01 - 0.1
Reports avail...
Metrics
    Searching is the second
    most common activity
    online




Goal: 0.1 Ctr
 Common 0.01 - 0.1
Reports avail...
Metrics
    Searching is the second
    most common activity
    online




Goal: 0.1 Ctr
 Common 0.01 - 0.1
Reports avail...
Metrics
    Searching is the second
    most common activity
    online




Goal: 0.1 Ctr
 Common 0.01 - 0.1
Reports avail...
Metrics
Searching is the second
most common activity
online
Metrics
    Searching is the second
    most common activity
    online




Ads live hard and die young
Metrics
    Searching is the second
    most common activity
    online




Ads live hard and die young
 Fast burn due to ...
Take Aways
Searching is the second
most common activity
online
Take Aways
    Searching is the second
    most common activity
    online




Most targeted advertising available
Take Aways
    Searching is the second
    most common activity
    online




Most targeted advertising available
Make yo...
Take Aways
    Searching is the second
    most common activity
    online




Most targeted advertising available
Make yo...
Take Aways
    Searching is the second
    most common activity
    online




Most targeted advertising available
Make yo...
Take Aways
    Searching is the second
    most common activity
    online




Most targeted advertising available
Make yo...
Take Aways
    Searching is the second
    most common activity
    online




Most targeted advertising available
Make yo...
Let’s Connect
Searching is the second
most common activity
online
Let’s Connect
    Searching is the second
    most common activity
    online




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Facebook Advertising

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  • Facebook Advertising

    1. 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. 2. Bio Searching is the second most common activity online
    3. 3. Bio Searching is the second most common activity online 15 Years Sales and Customer Support
    4. 4. Bio Searching is the second most common activity online 15 Years Sales and Customer Support 12 Years Marketing
    5. 5. Bio Searching is the second most common activity online 15 Years Sales and Customer Support 12 Years Marketing 3 Years Internet Advertising:
    6. 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. 7. Overview Searching is the second most common activity online
    8. 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. 9. Tid Bits Searching is the second most common activity online
    10. 10. Tid Bits Searching is the second most common activity online Facebook Usage: 500+ million users
    11. 11. Tid Bits Searching is the second most common activity online Facebook Usage: 500+ million users Gaining in popularity among women 55+
    12. 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. 13. Juicy Bits Searching is the second most common activity online
    14. 14. Juicy Bits Searching is the second most common activity online Zuckerberg predicts 1 Billion users within 12 mo.
    15. 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. 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. 17. What is it? Searching is the second most common activity online
    18. 18. What is it? Searching is the second most common activity online Facebook’s user friendly way to monetize the network
    19. 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. 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. 21. Where is it? Searching is the second most common activity online
    22. 22. Where is it? Searching is the second most common activity online Facebook places ads on:
    23. 23. Where is it? Searching is the second most common activity online Facebook places ads on: Home (News feed)
    24. 24. Where is it? Searching is the second most common activity online Facebook places ads on: Home (News feed) Profile
    25. 25. Where is it? Searching is the second most common activity online Facebook places ads on: Home (News feed) Profile Pages
    26. 26. Searching is the second most common activity online
    27. 27. Searching is the second most common activity online
    28. 28. Searching is the second most common activity online
    29. 29. Is it for you? Searching is the second most common activity online
    30. 30. Is it for you? Searching is the second most common activity online Take a test - go to bit.ly/IsFB4Me
    31. 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. 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. 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. 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. 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. 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. 37. Is it for you? Searching is the second most common activity online
    38. 38. Is it for you? Searching is the second most common activity online Think about why people are on FB to begin with:
    39. 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. 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. 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. 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. 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. 44. Why should you? Searching is the second most common activity online
    45. 45. Why should you? Searching is the second most common activity online No better targeting available ANYWHERE!
    46. 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. 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. 48. Goals Searching is the second most common activity online
    49. 49. Goals Searching is the second most common activity online Increase fan base
    50. 50. Goals Searching is the second most common activity online Increase fan base Attend an event
    51. 51. Goals Searching is the second most common activity online Increase fan base Attend an event Buy something
    52. 52. Goals Searching is the second most common activity online Increase fan base Attend an event Buy something Subscribe
    53. 53. Strategy Searching is the second most common activity online
    54. 54. Strategy Searching is the second most common activity online Who is your market?
    55. 55. Strategy Searching is the second most common activity online Who is your market? What are their related interests?
    56. 56. Strategy Searching is the second most common activity online Who is your market? What are their related interests? Can they be segmented?
    57. 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. 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. 59. Strategy Searching is the second most common activity online
    60. 60. Strategy Searching is the second most common activity online What images are appropriate?
    61. 61. Strategy Searching is the second most common activity online What images are appropriate? What will distract?
    62. 62. Strategy Searching is the second most common activity online What images are appropriate? What will distract? What will evoke emotion?
    63. 63. Strategy Searching is the second most common activity online
    64. 64. Strategy Searching is the second most common activity online Brainstorm ad copy:
    65. 65. Strategy Searching is the second most common activity online Brainstorm ad copy: Offers
    66. 66. Strategy Searching is the second most common activity online Brainstorm ad copy: Offers Benefits
    67. 67. Strategy Searching is the second most common activity online Brainstorm ad copy: Offers Benefits Calls to action
    68. 68. Strategy Searching is the second most common activity online Brainstorm ad copy: Offers Benefits Calls to action Reasons to act
    69. 69. Searching is the second most common activity online
    70. 70. Searching is the second most common activity online
    71. 71. Searching is the second most common activity online
    72. 72. Searching is the second most common activity online
    73. 73. Next Steps Searching is the second most common activity online
    74. 74. Next Steps Searching is the second most common activity online Design the ad:
    75. 75. Next Steps Searching is the second most common activity online Design the ad: Image
    76. 76. Next Steps Searching is the second most common activity online Design the ad: Image Copy
    77. 77. Next Steps Searching is the second most common activity online Design the ad: Image Copy Headline 25
    78. 78. Next Steps Searching is the second most common activity online Design the ad: Image Copy Headline 25 Body 135
    79. 79. Next Steps Searching is the second most common activity online
    80. 80. Next Steps Searching is the second most common activity online Target your audience:
    81. 81. Next Steps Searching is the second most common activity online Target your audience: Location
    82. 82. Next Steps Searching is the second most common activity online Target your audience: Location Demographics
    83. 83. Next Steps Searching is the second most common activity online Target your audience: Location Demographics Interests
    84. 84. Next Steps Searching is the second most common activity online
    85. 85. Next Steps Searching is the second most common activity online Assign the campaign
    86. 86. Next Steps Searching is the second most common activity online Assign the campaign Set pricing
    87. 87. Next Steps Searching is the second most common activity online Assign the campaign Set pricing Determine scheduling
    88. 88. Searching is the second most common activity online
    89. 89. Searching is the second most common activity online
    90. 90. Searching is the second most common activity online
    91. 91. Searching is the second most common activity online
    92. 92. Tips Searching is the second most common activity online
    93. 93. Tips Searching is the second most common activity online Use eye catching images
    94. 94. Tips Searching is the second most common activity online Use eye catching images Keep them on Facebook
    95. 95. Tips Searching is the second most common activity online Use eye catching images Keep them on Facebook Create engaging landing pages
    96. 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. 97. Metrics Searching is the second most common activity online
    98. 98. Metrics Searching is the second most common activity online Goal: 0.1 Ctr
    99. 99. Metrics Searching is the second most common activity online Goal: 0.1 Ctr Common 0.01 - 0.1
    100. 100. Metrics Searching is the second most common activity online Goal: 0.1 Ctr Common 0.01 - 0.1 Reports available for:
    101. 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. 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. 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. 104. Metrics Searching is the second most common activity online
    105. 105. Metrics Searching is the second most common activity online Ads live hard and die young
    106. 106. Metrics Searching is the second most common activity online Ads live hard and die young Fast burn due to interest levels
    107. 107. Take Aways Searching is the second most common activity online
    108. 108. Take Aways Searching is the second most common activity online Most targeted advertising available
    109. 109. Take Aways Searching is the second most common activity online Most targeted advertising available Make your ad to distract
    110. 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. 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. 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. 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. 114. Let’s Connect Searching is the second most common activity online
    115. 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
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