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 to handle reporting.

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

  1. 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. 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. 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. 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. 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. 6. MeasureMeasure • Facebook Reporting • Facebook Insights • Google Analytics
  7. 7. Case StudyTelluride Ski Resort
  8. 8. Telluride Ski Resort
  9. 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. 10. At A Minimum…FBML!
  11. 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. 12. Getting Started Agenda Presentation - TargetingTarget Target Target Dynamically updates
  13. 13. Targeting – LikesAgenda Presentation & InterestsPros: Great targeting abilities based on “real” user interestsCons: Depends on the user adding these to their profile
  14. 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. 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. 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. 17. Reviewing Campaign StructureRecommendation:Organize by landing page
  18. 18. Case Study 1
  19. 19. Case Study 2 Facebook >> Main Site • 3x the number of page views • Avg Time on site: 6+ minutes vs. 33 seconds
  20. 20. ReportingFacebook Insights Facebook Reporting
  21. 21. Facebook Reporting Four Reports • Advertising Performance • Responder Demographics • Responder Profiles • Conversions by Impression Time
  22. 22. Advertising Performance Number of “likes” or RSVPs for events Cost per fan
  23. 23. Responder Demographics Key take-aways: • Gender • Age • Region
  24. 24. Insights – via admin panel
  25. 25. Insights – Advertising ImpactAds start Ads start
  26. 26. Insights – Where & What
  27. 27. Q&AAnd don’t forget to… www.facebook.com/pointit Frank Coyle, Point It frankc@pointit.com Ian Mackie ianm@pointit.com

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