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

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http://www.pointit.com - 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 …

http://www.pointit.com - 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.

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  • 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 facebook.com/pointit twitter.com/point_it
  • 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… www.facebook.com/pointit Frank Coyle, Point It frankc@pointit.com Ian Mackie ianm@pointit.com