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Facebook Advertising From Soup To Nuts

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Advertising on Facebook is a huge opportunity for affiliate marketers. But most affiliates stop – finding the platform very frustrating to use. Come and get the scoop on how it “really” works.

Experience level: Beginner, Intermediate
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Facebook

Jeremy Schoemaker, Marketer, ShoeMoney Capital INC (Twitter @shoemoney)

Published in: Business

Facebook Advertising From Soup To Nuts

  1. Facebook Advertising<br />From Soup To Nuts – By Jeremy Schoemaker<br />
  2. Overview of Todays Talk<br /><ul><li>Facebook Brief Overview
  3. Why Facebookhates you
  4. The HUGE opportunity
  5. Getting past the frustrations
  6. Optimizing your ads
  7. Ninja tips to maximize profit
  8. Questions</li></li></ul><li>Brief Facebook History<br />October 28, 2003<br />FaceMash<br />
  9. Brief Facebook History<br />
  10. Zuckerberg Arrested<br />
  11. Thefacebook.com<br />February 4, 2004<br />Slide Title<br />
  12. FaceBook.com<br />March 2005<br />Slide Title<br />
  13. FaceBook.com<br />Present Day<br />
  14. FaceBook.com<br />
  15. Facebook<br />What is Facebooks product?<br />
  16. ITS YOU!<br />
  17. Facebook Mindset<br /><ul><li> Keep users active (over 60% log in daily)
  18. Keep growth on pace
  19. Hoard user info (minimal public access)
  20. Keep VC’s happy
  21. Obtain as much personal data on users as possible
  22. User Experience</li></ul>Slide Title<br />
  23. Facebook advertiser history<br />2007 – love, open communication<br />2007“We love Affiliate marketers”.<br />2008 “Affiliate marketers know how to scale”.<br /> “Affiliate Marketers know How To Exploit”.<br /> “Affiliate Marketers are our worst enemy”.<br /> “Affiliate Marketers have no direct relationship with people they are advertising to and do horrible things with the data.”<br />Slide Title<br />2010 – affilaites@facebook.com<br />
  24. Example Rule Changes<br />Mar 10, 2010<br />Slide Title<br />You no longer advertise “free” stuff<br /><ul><li>Get a free iPod
  25. Get a free computer
  26. Get a free whatever</li></li></ul><li>Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
  27. Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
  28. Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
  29. Free Stuff<br />Mar 10, 2010<br />Slide Title<br />
  30. Affiliates “Scaling”<br />So what did Affiliates do?<br />Slide Title<br />
  31. You’re Invited!<br />It’s a FREE iPhone 4 Event!<br />Slide Title<br />
  32. Affiliates Find A Way<br />Slide Title<br />$250,000+<br /> in 2 days<br />
  33. Events are profitable<br /><ul><li>$250,000+
  34. No money spent on advertising
  35. Pure Profit</li></ul>Slide Title<br />Don’t do it!!!!<br />
  36. Facebook Frustration<br />Slide Title<br />
  37. Advertiser Guidelines<br />Slide Title<br />
  38. Affiliate Frustration<br />Slide Title<br />Same rules do not apply to all.<br />Big ad spend = most rules don’t apply.<br />
  39. Affiliate Frustration<br />Slide Title<br />
  40. Affiliate Frustration<br />Slide Title<br />
  41. Don’t be a copycat<br />Slide Title<br />
  42. $$$$$$$$$<br />Slide Title<br />
  43. Past Opportunities<br />Slide Title<br />
  44. The Nitty Gritty<br />Slide Title<br />
  45. Creating an ad<br />Slide Title<br />
  46. What is important?<br />Title<br />10%<br />Slide Title<br />Body<br />Text 20%<br />Images<br />70%<br />
  47. Image Case Study<br />Slide Title<br />2004 Google Ads Study<br /><ul><li>Over 2,000 Participants
  48. Men & Women
  49. Shown Random Image Ads
  50. Shown over 5000 Ads
  51. 10 million clicked Ads</li></li></ul><li>Ads Study Group Results<br />Slide Title<br />
  52. My Own Case Study<br />Slide Title<br />
  53. My Own Case Study<br />Slide Title<br />
  54. My Own Case Study<br />Slide Title<br />
  55. My Own Case Study<br />Slide Title<br />
  56. Results<br />Slide Title<br />
  57. Results<br />Slide Title<br />
  58. My Own Case Study<br />Slide Title<br />
  59. Slide Title<br />
  60. Slide Title<br />
  61. Slide Title<br />
  62. Slide Title<br />
  63. Slide Title<br />
  64. Slide Title<br />
  65. Results<br />Slide Title<br />
  66. Results<br />Slide Title<br />
  67. Results<br />Slide Title<br />
  68. What ????<br />47%<br />58%<br />49%<br />Slide Title<br />
  69. Image Study End Results<br />Slide Title<br />
  70. Remember<br />Title<br />10%<br />Slide Title<br />Body<br />Text 20%<br />Images<br />70%<br />
  71. Don’t forget the other stuff<br />Title and Body Description<br />Slide Title<br />The Basics of Sales Copyrighting<br />
  72. Titles<br />Slide Title<br /><ul><li>Call to Action
  73. Association
  74. Facebook Feel
  75. Simple</li></li></ul><li>Body Text<br />Slide Title<br /><ul><li>Results
  76. Call to action
  77. Scarcity</li></li></ul><li>Teeth Whitening campaign<br />Slide Title<br />.03% CTR<br />$1.30 CPC<br />Women Located in Lincoln Nebraska ages 25 to 45<br />.43% CTR<br />$.13 CPC<br />
  78. Teeth Whitening campaign<br /><ul><li>Debbie - $14,000.00
  79. Brad - $140,000.00
  80. (5% higher conversion).
  81. Cost 1000% more.</li></ul>Slide Title<br />
  82. Facebook Advertising Cost<br />CPC OR CPM<br />Slide Title<br />
  83. CPM backend<br />CPC or CPM you still have to beat the house rate of about .23 CPM<br />Slide Title<br />
  84. CPM backend<br />CPC or CPM you still have to beat the house rate of about .23 CPM<br />Slide Title<br />
  85. Start CPC Always<br />Slide Title<br />
  86. Expanding your campaign<br />Slide Title<br />
  87. Start CPC Always<br />Slide Title<br />
  88. After a week of ad testing<br />Slide Title<br />
  89. After a week of ad testing<br />Slide Title<br />
  90. Ninja Techniques to lower costs<br />Facebook Reporting<br />Combating Frequency Caping<br />Day Parting<br />Slide Title<br />
  91. Facebook Reporting<br />Combating Frequency Caping<br />Day Parting<br />Slide Title<br />
  92. Ninja Techniques to lower costs<br />Responder Profiles Report<br /><ul><li>What books they read
  93. What tv shows they like
  94. What interests they have</li></ul>Slide Title<br />
  95. Frequency Reporting<br />Facebook does not cap how many times someone can view your ad.<br />Slide Title<br />
  96. Frequency capping sucks<br />Users shown ad average of 65 times<br />Slide Title<br />
  97. Tighten and broaden<br />Use reporting to make tight groups based on age, state, interests that are clicking on your ads.<br />Use Reporting to make ad images users are interested in … I.E. Family Guy or Jersey Shore.<br />Slide Title<br />
  98. Day parting<br /><ul><li>Analyze what time of the day you are getting clicks.
  99. Don’t let your ads run when they are not getting clicked on.
  100. Its coming soon…..</li></ul>Slide Title<br />
  101. Day parting<br />Slide Title<br />
  102. Flip to CPM once you have it set<br />Slide Title<br /><ul><li>Spend much less (20-35%)
  103. Watch Your ass!</li></li></ul><li>Key Takeaways<br /><ul><li> Be patient grasshopper
  104. Start off CPC
  105. Test TONS of images
  106. Tweak title/body text
  107. Use reporting to tighten up
  108. Start/stop ads when no clicks
  109. Flip to CPM and crush it
  110. Repeat</li></ul>Slide Title<br />
  111. Thank you.<br />
  112. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.<br />Poll: Q&A for Facebook Advertising From Sou...<br />

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