Facebook Marketing & Ads Optimization Strategies Brian Carter @BrianCarter @IETraining www.instantetraining.com
About Instant E-Training"Give a man a fish to eat and you feed him for a day. Teach a man how to fish andyou feed him for lifetime.” - Lao Tzu, 6th Century Chinese PhilospherFounded in late 2010, Instant E-Training has created an online learning environmentwith the goal of imparting top notch marketing training by bringing leading industryexperts together in an interactive & collaborative online environment.Speakers include Social Media’s best & brightest…Erik Qualman Dan Zarrella Brian Carter Dave Kerpen Hollis Thomases Clara Shih Lee Odden @IETraining www.instantetraining.com
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Meet Bob Tripathi• 10+ years of “in-the-trenches” online marketing experience for companies of all sizes• Top rated speaker at industry conferences on SEO,Social Media, Paid Search topics• Worked with large US brands like Discover Card, SearsHoldings championing online initiatives• Passion for training led to founding of Instant E-Training @IETraining www.instantetraining.com
Meet Brian Carter • Recognized authority with 12+ years of Google & Facebook marketing • CEO of FanReach.net, Facebook Program • Author of two Facebook Marketing books • Speaks globally & cited by all major publications @IETraining www.instantetraining.com
Facebook Ad Optimization: Strategies & Tactics Brian Carter @BrianCarter www.instantetraining.com
Facebook is Huge • 750 Million Users • More than 150 Million in the U.S. alone • Only India and China have larger populations than Facebook • All age groups are well represented@briancarter www.likeonomics.or
Businesses areexpected to spendmore than $2 - $4 billion dollars on Facebook Ads in 2011.
The Gold Rush For Fans Some companies are paying to acquire 100,000’s of fans.@briancarter www.likeonomics.or
Paying For Likes They pay up to $2.00 per fan.@briancarter www.likeonomics.or
Paying For Likes More viral than email, fans may be worth 2-3x the value of an email subscriber.@briancarter www.likeonomics.or
The Most Powerful Prospect-Targeting Opportunity in History • Never before in history has the average business had the power to target this many people this specifically • 730+ Million Users • Target by demographic, location and likes@briancarter www.likeonomics.or
Likes Decrease Costs When more people Like your ads, the cost of these ads decreases@briancarter www.likeonomics.org
Facebook Profits: FanReach Case Studies Baseball Roses • 473% ROI • 4.35% Conversion Rate Note: we do not have enough data to know if these results are typical.
Facebook Profits: FanReach Case Studies Rosehall Kennel • 6500% ROI • Started getting sales with less than 500 fans after spending less than $100 Note: we do not have enough data to know if these results are typical.
Facebook Conversion Rates with FanReach Facebook conversion rates are good Note: we do not have enough data to know if these results are typical.
F1000 (NDA)• Outdoor Industry Ecommerce• 260,000 fans in 3 months• 62% of fans were from word of mouth• 99,122 fans directly from paid ads• Total ad cost of $13,758.22• Cost per paid fan = $0.14• Cost per fan all fans = $0.053
Some of Our Case StudiesNiche Cost Per Fan Fans Grown Feedback %Vacation Rental $0.25 5,500 2.0%Boxing $0.003 13,300 1.5%Pet Supplies $0.10 9,000 1.5%E-tail Outdoors $0.09 2,400 1.1%Automotive $0.07 1,900 0.75%Parenting $0.05 95,000 0.5%*Civic/Political $0.03 6,100 2.0%The goal here was to get clicks to the site more than likes or comments.
Advertising Process: Optimize CPF Cost Per Fan = Spent / Connections
Advertising Process: Optimize OPTIMIZE Use the responder demographic report to find the groups with the highest CTR (click on the CTR column twice so that the highest CTR groups are at the top)
Facebook Ad CTR4% 3%3%3%2%2%1%1% 0.30% 0.10% 0.05%0% Awesome Great Good Amateur
Facebook Ad CPC$1.20$1.00$0.80$0.60$0.40$0.20 $- Amateur Good Great
Facebook Ad CPF$2.50$2.00$1.50$1.00$0.50 $- Great Good Amateur
Webtrends Says The Average Company Gets Fans For $1.07 EachComments: Go back to my slide about amateur performance vs. best practice
Facebook Ad Burnout• Over time, the same ad will be less interesting to an audience• CTR decreases and CPC increases
How To Fight “Ad Burnout”Change up the imageRewrite the copyCreate a promotion or somethingnewsy to tell them aboutPause the ad for a few weeks and thenrun it again
Not Granular Enough: $4.15 per fanComments: This is one of my first Facebook ad campaigns ever, and a great example ofhow not to do it. Notice how different the targets are from one another and how thead copy doesn’t mention them at all. This ad makes the mistake of assuming you careabout what I’m promoting, and has no call to action at all, thus the low CTR and highCPC.
3,599 fans for $76.09 … 2 cents per fanComments: Slightly more than 2 cents per fan. Check out the clever use of “loooove”to grab attention and emphasize the passion. Keep in mind, though, this ad may be aviolation of trademark, so watch out for that and don’t use other people’s trademarksor you’ll be at legal risk and Facebook can even shut your account down.
1,118 fans for $36.13… 3 cents per fanComments: A little over 3 cents per fan. Part of the key to high CTR is the right image.With horses, it’s not easy to get the whole horse into a 110x80 image and still seemuch. For viewers to connect emotionally with the image, they have to be able to seeit, so only the head is shown here, and this is a nice, friendly looking horse.
753 fans for $12.23 … 1.6 cents per fanComments: Another ad questionable in terms of using someone else’s likeness. Thetwo advertising guidelines that apply are:• 4b. Ads must clearly represent the company, product, or brand that is being advertised.• 5a. Ads must not be false, misleading, fraudulent, or deceptive.• 12a. Ads cannot include any content that infringes upon the rights of any third party, including copyright, trademark, privacy, publicity or other personal or proprietary right.
30 cents per fanComments: Here’s an ad that doesn’t violate the guidelines but manages to get 30cent fans. For an odd target like this, that’s actually pretty good.
More ads from Corey McNeilComments: Corey is an expert SEOand a FanReach student who hasstudied the heck out of ourmaterial, and we talk about hisresults in a lot of our videos andcourses.He only shows CPC here but you canestimate cost per fan from theaction:click ratio here… respectively6 cents, 20 cents, 75 cents and 90cents.See how the cheapest cost per fan isthe simplest ad? NO BRAINERmarketing, buddy!
458 Fans for $24.34 = 4.5 Cents Per FanMark’s business works great on Facebook and poorly with AdWords. This is becausehis product is a hybrid of two or three interests… people who love baseball or softballand the people who want to give roses to them. Baseball plus romance. AdWords isbuilt to harvest people with specific popular interests- only a fraction of those who likethose sports ALSO want to give roses. Only a fraction of those who want to give roseslike those sports. That leads to a bad CTR and low quality score in AdWords and a highCPC. But in Facebook, Mark can cheaply gather people who like all of those things andthen market to them repeatedly on the fan page, and it works - he gets a 473% ROI onhis fan acqusition ad spend.
B2B Facebook Fan AcquisitionIf you slicing and dicing doesn’t get you cheap fans, goextremely general. Less competition there.
B2B Facebook Fan AcquisitionYou still need to think about your B2B peopleand what their goals and dreams are. Pumpthese up in the image and ad copy to increaseCTR.
Post Formulas"Click Like if…" and keep the secondpart simple, make sure it’s somethingmost of your fans will like.
Post FormulasTo get Comments, ask a question orsay, "Tell me in the Commentsbelow…" followed by whatever youwant to know
Posts Based on Demos/InterestsPonies (photo of pony): "Click Like if you love ponies!Whats your favorite thing about them?"
B2B Question"What’s your biggest goal this year in internet marketing? Comment below!”
How To Have It All“CLICK LIKE if you think the Heat can SWEEPDallas or COMMENT as to why the Mavericks willmake this a series.”- SportscenterThe formula is:“Click Like if you think [one thing] or Comment asto why you think [the opposite]”
12+ Leading Facebook Marketers… Dennis Yu Lisa Buyer Brian Carter Alison Zarrella Marty WeinTraub CEO BlitzLocal & Author, Speaker, Author “Facebook Author “Facebook Author “Killer Facebook Authority Columnist Like Economy” Marketing” Facebook Ads” @IETraining www.instantetraining.com
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