Building Revenues & Conversations Using Facebook Fan Ads

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Using Facebook Ads To Build Conversations and Revenues

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Building Revenues & Conversations Using Facebook Fan Ads

  1. 1. ®WHITEPAPER / SOCIALFacebook’s Best Kept Secret:Building Conversions andRevenue with Ads for FansFacebook advertising is about much more than posting. If you aren’toptimizing Ads for Fans, it can be costing you conversions and revenue.By Justin Kistner, Director of Social Products, Webtrends
  2. 2. At a Glance Business Trend At Issue Business Solution cost per fan, at a minimum. marketing performance report.WHITEPAPER / SOCIAL 2
  3. 3. FACEBOOK’S BEST KEPT SECRET: BUILDING CONVERSIONS AND REVENUE WITH ADS FOR FANS From community site to performance environment NE T U.S. DISPL AY A D R E V ENUE: SOURCE: EM A R K E TER; SEP TEMBER 20, 2011 Then why aren’t you getting better campaign results? This is a good, because customers buy 36 percent more products and services from a brand after becoming aWHITEPAPER / SOCIAL 3
  4. 4. about Facebook ads. WH AT CLICKS, WH AT COSTS. SOCIA BILIT Y IND E X . SOURCE: WEBTR ENDS, 2011. engagement, use status updates to ask fans for their opinion or preference. When it’s time to push offers,WHITEPAPER / SOCIAL 4
  5. 5. Who is a fan? Who Uses Facebook? Source: http://www.istrategylabs.com/2010/01/facebook- demographics-and-statistics-report-2010-145-growth-in-1-year/ UNDERSTANDING ADS FOR FANS There are three common approaches to brand," to gain fans.WHITEPAPER / SOCIAL 5
  6. 6. Cold call targeting averages .05 percent CTR. Ads for Fans reap a .35 percent CTR. That’s 7X greater. A BUCKET PLAN FOR SUCCESS ON FACEBOOK best return on investment. buckets are advised. The Nurture Fans The Acquire Fans budget for acquisition. The Friend of FanWHITEPAPER / SOCIAL 6
  7. 7. creative refreshes. DRIVING TRAFFIC FOR ADS FOR FANS “ Gordmans, an Omaha- based apparel and home for engagement. fashions retailer, ran a highly targeted Sponsored Like ad against the regions where they have 68 retail locations, a female demographic, and interest terms for bargain hunting. While most Facebook ads are lucky to get a 0.05% click- through rate (CTR), this pages, events or custom tabs. campaign drove a 0.40% CTR it was still generating 0.220% CTR. Generally, anything at or above 0.1% is highly optimized! Sponsored Likes also decreased the cost per click by 70% and cost per fan by 83% overall. That’s like getting a 77% discount off from Facebook! To read the entire Gordmans Facebook case study, go to www.webtrends.comWHITEPAPER / SOCIAL 7
  8. 8. TRACKING CAMPAIGN ACTIVITY AND CONVERSIONS FROM FACEBOOK the industry. CHOOSING A ROBUST ANALYTICS SOLUTION FOR FACEBOOK ADVERTISING on Facebook fan pages ad rotation.WHITEPAPER / SOCIAL 8
  9. 9. marketers a comprehensive view of all digital marketing performance. ROLLING UP FACEBOOK DATA INTO A UNIFIED PERFORMANCE REPORTING ABOUT WEBTRENDS INC.WHITEPAPER / SOCIAL 9

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