Advertising on Facebook

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This presentation provides tips and strategy for advertising on Facebook.

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Advertising on Facebook

  1. 1. Facebook Advertising Tips and Best Practices – Welcome!<br />Intro to Site Pro Specialties<br />Presentation Goals<br />Presentation Agenda<br />
  2. 2. Introduction - Site Pro Specialties<br />Who, What, Where...<br />
  3. 3. Who<br />Site Pro was founded by Al Kuenn <br />I am a PMI Certified Project Manager and  have a Marketing Degree from the University of Toledo.  <br />I has been successfully working in the Information Technology business since 1985.<br />
  4. 4. What<br />We are currently managing a number of Facebook campaigns for clients and in fact we are managing over $50K/month in ad spend on Facebook alone. <br /> Site Pro Specialties is proud to be a Facebook Beta Test partner.<br />
  5. 5. Where<br />Site Pro Specialties<br />4545 E. Shea Blvd<br />Suite 100<br />Phoenix, AZ 85028<br />602-314-3479<br />AllanK@SiteProPPC.com<br />
  6. 6. Facebook Advertising - Goals<br />Learn to navigate Facebook advertising<br />Discover how to create ads to best reach your audience<br />Find out what types of ads are the most effective<br />Increase results with expert keyword targeting techniques<br />Learn how to avoid costly pitfalls<br />
  7. 7. Facebook Advertising - Agenda<br />Intro to Facebook advertising<br />Setting up your account<br />Organizing your ads and campaigns<br />Creating ads for peak performance<br />Choosing keywords to target your audience<br />Evaluating your results<br />
  8. 8. Intro to Facebook<br />400 Million Users<br />Spend an average of 53 Minutes online each day.<br />Advertising on Facebook is typically half the price of Google AdWords advertising.<br />
  9. 9. Setting Up an Account<br />http://www.facebook.com/advertising/<br />The first thing you will do is create an ad.<br />It seems a bit backwards, but all the major advertising engines do it that way.<br />
  10. 10. Setting Up an Account<br />
  11. 11. Creating an Ad<br />Things to know (or think about) before you create your Facebook ad.<br />What landing page do you want send your prospects to?<br />What do you want to say in your ad?<br />What image do you want to use in your ad? It needs to adapt to a 110 x 80px format size. <br />
  12. 12. Creating an Ad<br />
  13. 13. Creating an Ad - Targeting<br />Creating an ad part 2 -- Targeting.<br />What geographic location(s) do you want to target with your ad?<br />What Age Group and Gender do you want to target?<br />What Keywords will you want to target?<br />
  14. 14. Creating an Ad - Targeting<br />
  15. 15. Creating an Ad - Targeting<br />
  16. 16. Creating an Ad - Pricing<br />Creating an ad part 3 -- Pricing.<br />Organize your account by campaign<br />Think about your daily budget.<br />Budget is set at the campaign level.<br />Setting your bid price. Follow the suggested bid!<br />Use the CPC pricing model.<br />
  17. 17. Creating an Ad - Pricing<br />
  18. 18. Creating an Ad – Account Info<br />
  19. 19. Creating an Ad – Review Ad<br />
  20. 20. Tips and Strategy - Campaigns<br />
  21. 21. Tips and Strategy - Campaigns<br />Ad Organization - Campaigns.<br />Organize your account by campaign.<br />Budget is set at the campaign level.<br />Ads are shown on the account level.<br />Most accounts have multiple campaigns.<br />
  22. 22. Tips and Strategy - Campaigns<br />Ad Organization - Campaigns. Example – Yoga Studio.<br />Set up one campaign to target females<br />Set up one campaign to target males.<br />All other parameters are the same….keywords, ad image, bid, etc.<br />
  23. 23. Tips and Strategy - Campaigns<br />
  24. 24. Tips and Strategy - Ads<br />
  25. 25. Tips and Strategy - Ads<br />Ad Performance - Strategy.<br />The most important thing is to watch CPM.<br />You need to keep CPM at about .20 or better.<br />Change your ad periodically when CPM starts to fall.<br />CTR directly affects CPM.<br />
  26. 26. Tips and Strategy - Ads<br />Ad Performance - Tips.<br />Use as little verbiage as possible to convey your message.<br />Use an image that grabs attention.<br />We typically change the images in our ads weekly….again to keep CTR/CPM up.<br />Bid on the higher range of the suggested bid to keep the ad going for extended periods (2 weeks, etc).<br />
  27. 27. Tips and Strategy - Ads<br />
  28. 28. Tips and Strategy - Keywords<br />
  29. 29. Tips and Strategy - Keywords<br />Ad Performance - Keywords.<br />Your keyword choices are limited to the keywords that Facebook tracks in their members profiles.<br />Don’t put too many keywords in an ad.<br />Keep the keywords in an ad ‘related’.<br />
  30. 30. Tips and Strategy - Keywords<br />Ad Performance - Keywords. Example.<br />Piano lessons – possible keywords<br />Piano <br />Learn piano<br />Steinway<br />Liberace<br />
  31. 31. Tips and Strategy - Keywords<br />Ad Performance - Keywords. Example part 2.<br />Piano lessons – possible keywords<br />Piano - instrument<br />Learn piano - action<br />Steinway - brand<br />Liberace - artist<br />
  32. 32. Tips and Strategy - Keywords<br />Ad Performance - Keywords. Example part 3.<br />Piano lessons – possible keywords<br />Piano – instrument - .02 CTR<br />Learn piano – action - .06 CTR<br />Steinway – brand - .01 CTR<br />Liberace – artist - .01 CTR<br />
  33. 33. Tips and Strategy - Evaluating Results<br />
  34. 34. Tips and Strategy - Results<br />Tracking Results – Reports<br />Advertising Performance<br />Demographic Performance<br />
  35. 35. Tips and Strategy - Results<br />
  36. 36. Tips and Strategy - Results<br />
  37. 37. Tips and Strategy - Results<br />
  38. 38. Tips and Strategy - Results<br />
  39. 39. Tips and Strategy - Results<br />
  40. 40. Tips and Strategy - Results<br />
  41. 41. Tips and Strategy - Summary<br />Five Things We Learned Today<br />How to create a Facebook campaign<br />How to create an ad on Facebook<br />Techniques for targeting your ads, including keyword strategy<br />How to use CPM to help with your bidding strategy<br />How to use reporting to track results.<br />
  42. 42. Tips and Strategy - Questions<br />Thank You!<br />Questions?<br />

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