Your SlideShare is downloading. ×
Facebook Advertising: Who Says it's Wrong to Buy Friends?
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Facebook Advertising: Who Says it's Wrong to Buy Friends?


Published on - This presentation examines why Facebook matters for business (or does it?). You'll learn the basics of Facebook advertising, get a walk-through on a case study, and learn how … - This presentation examines why Facebook matters for business (or does it?). You'll learn the basics of Facebook advertising, get a walk-through on a case study, and learn how to handle reporting.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Facebook Advertising – Who Says It’s Wrong to Buy Friends Frank Coyle, President, Point It Ian Mackie, Sr. Client Manager January 27, 2011
  • 2. About Point It Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• PPC & SEO• $50 MM in managed media• 12 team members, 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  • 3. Agenda Presentation Agenda• Why Facebook Matters For Businesses…or Does It?• The Basics – You Still Need a Plan• Case Study – Who’s Doing It Right?• Setting up Campaigns – creating ads, targeting, bidding, etc.• Reporting• Q&A
  • 4. Presentation Agenda Why Facebook Matters…Or Does It?Yes, it does… (…at least that’s what Goldman thinks) users 500,000,000 friends Average user has 130 of them time50% of users log on to Facebook in any given day
  • 5. The Basics Presentation AgendaThe Plan • Goals – lead gen, branding, both? • What are you trying to measure – # fans, increase revenue, leads, etc. • Immediate results or long term?Execute • Run Campaigns • Test Test Test • Modify Targeting
  • 6. MeasureMeasure • Facebook Reporting • Facebook Insights • Google Analytics
  • 7. Case StudyTelluride Ski Resort
  • 8. Telluride Ski Resort
  • 9. Getting Started - Ads Website Landing Page Facebook pageDesign An Ad FBML (facebook markup language) – Destination URL Pros: • FB Page • Build Trustlanding pages Dedicated • Website URL • ENGAGE w/ customers on more w/ no other distractions personal level • Lead gen • Easily awareness news, events, Brand share sales, respond to customers • Lead Gen Cons: • Not as “sticky” • A bit more difficult to get Cons: them to “like” you get lost in all the • your updates can • Don’t really know intent* chatter • audience may not take well if you’re always trying to sell
  • 10. At A Minimum…FBML!
  • 11. Designing Ads – Con’tAfter deciding on landing page – Title & Body Text • 25/135 character limits • Strong call-to-action – Image (110x80) • ads varies: 100 x 72 to 110 x 80 pixels depending upon the ad format that is shown.
  • 12. Getting Started Agenda Presentation - TargetingTarget Target Target Dynamically updates
  • 13. Targeting – LikesAgenda Presentation & InterestsPros: Great targeting abilities based on “real” user interestsCons: Depends on the user adding these to their profile
  • 14. Targeting - Connections Presentation Agenda Four Basic Options: 1. None 2. Users Who Are Connect To… 3. Users Who Are Not Connected To… 4. Users Whose Friends Are Connect To…Recommendation: ENGAGE w/ your friend’s friends!
  • 15. Pricing, Bidding, etcRecommendations:• Campaign names – keep clear forreporting• Scheduling• CPC vs. CPM • CPC (cost per click) bidding provides more control • CPM (cost per thousand impressions) for branding campaign • bid estimates tend to be LOW
  • 16. Review Your Advert Is It Good To Go? • Title • Image • Ad Text • Advert Name Rename ad • Audience • Campaign Name • Bid Type • Max Bid • Daily Budget • Ad Schedule
  • 17. Reviewing Campaign StructureRecommendation:Organize by landing page
  • 18. Case Study 1
  • 19. Case Study 2 Facebook >> Main Site • 3x the number of page views • Avg Time on site: 6+ minutes vs. 33 seconds
  • 20. ReportingFacebook Insights Facebook Reporting
  • 21. Facebook Reporting Four Reports • Advertising Performance • Responder Demographics • Responder Profiles • Conversions by Impression Time
  • 22. Advertising Performance Number of “likes” or RSVPs for events Cost per fan
  • 23. Responder Demographics Key take-aways: • Gender • Age • Region
  • 24. Insights – via admin panel
  • 25. Insights – Advertising ImpactAds start Ads start
  • 26. Insights – Where & What
  • 27. Q&AAnd don’t forget to… Frank Coyle, Point It Ian Mackie