Creating a campaign on Facebook

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Presented at Webbdagarna in Gothenburg on June 14 2012 by Brian Thornton

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Creating a campaign on Facebook

  1. 1. Creating a campaign onFacebookBrian Thornton 1Copyright NetBooster 2012
  2. 2. Brian Thornton Campaign Analyst at Netbooster •  Marketing Strategy •  Branding and performance •  Google Analytics Qualified •  Markets in South and North America, Europe, Asia and Australia •  Facebook, Yandex, Google Network, vKontakte, Orkut 2Copyright NetBooster 2012
  3. 3. Topics! •  Some Facebook stats •  Creating a measured ad and campaign •  Some campaign management tips •  Look to the future •  Questions ? ? ? 3Copyright NetBooster 2012
  4. 4. Some well known side effects when running a campaign 4Copyright NetBooster 2012
  5. 5. How you will feel after seeing how easy it is to create an advert 5 Copyright NetBooster 2012
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  7. 7. 425 7Copyright NetBooster 2012
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  13. 13. Sources online: 13Copyright NetBooster 2012
  14. 14. Create a measured ad and campign 14Copyright NetBooster 2012
  15. 15. Ad Copy and Size Title: 25 Characters incl spaces Body: 90 Characters incl spaces Image: 110 x 80 pixels Link: Landing page should match what is in the ad Facebook policy should be adhered to when writing copy and offering services http://www.facebook.com/help/?page=114593451970262 15Copyright NetBooster 2012
  16. 16. Have clear set goals! What is the aim of the advert? What can I pay for a conversion? How will I measure the results? When is the best time to run the ad? 16Copyright NetBooster 2012
  17. 17. Create an ad! Lead Generator Target: www.btplayground.com/form Measuring tool: Google Analytics Goal: Cost per lead of 50 kronor Budget: 10.000 kronor Runtime: Month of July 17Copyright NetBooster 2012
  18. 18. Live ad set up 18Copyright NetBooster 2012
  19. 19. Create an ad! What we did Create an ad in Facebook Targeted: www.btplayground.com/form Used Url Builder (Search url builder in google!) Set A goal in Google Analytics to measure Ran a test conversion Made a report in Google Analytics 19Copyright NetBooster 2012
  20. 20. Create a campaign! Lead Generator Target: www.btplayground.com/form Measuring tool: Google Analytics Upload tool: Facebook PowerEditor Goal: Cost per lead of 50 kronor Budget: 10.000 kronor Runtime: Month of July 20Copyright NetBooster 2012
  21. 21. Live campaign set up 21Copyright NetBooster 2012
  22. 22. Male/Female 18-30 Sports interested Male/Female 18-30 Fashion interested Test by dividing campaigns by age and group of interests Male/Female 18-30 TV/Entertainment interested Male/Female 18-30Small Business owners interested 22Copyright NetBooster 2012
  23. 23. Male/Female 18-30 Sports interested Ad1 Ad2 Ad3 Ad4 Male/Female 18-30 Sports interested Male/Female 18-30 Ad1 Ad2 Ad3 Ad4 Fashion interested Male/Female 18-30 Fashion interested Male/Female 18-30 Ad1 Ad2 Ad3 Ad4 TV/Entertainment interested Male/Female 18-30 Ad1 Ad2 Ad3 Ad4Small Business owners interested 23Copyright NetBooster 2012
  24. 24. Optimisation Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8 24Copyright NetBooster 2012
  25. 25. Lowering CPC Higher CTR helps to lower the CPC Try and use engaging content and images that your target will likely click on Check your reach vs Daily spend limit Test by lowering max click bids by a % Rotate new adverts in when CTR is beginning to drop 25Copyright NetBooster 2012
  26. 26. Things to know Facebook’s ad system will optimise adverts within a campaign to what it sees as good performing This could have an effect on performance if conversion is measured off Facebook Set up your campaigns so that they can be measured easily 26Copyright NetBooster 2012
  27. 27. Measuring on a Facebook page Post Like ad Target: www.facebook.com/your page Measuring tool: Facebook Insight Goal: Cost per like of 30 kronor Budget: 10.000 kronor Runtime: Month of July 27Copyright NetBooster 2012
  28. 28. Live sponsored story set up 28Copyright NetBooster 2012
  29. 29. Create an ad! What we did Create an ad in Facebook Targeted: www.facebook.com/yourpage Measured the campaign by actions Exported a daily likes report to excel 29Copyright NetBooster 2012
  30. 30. Generating likes The use of a promotion and branded application can help generate fans quicker than by using advertising alone Test, Test and test 30Copyright NetBooster 2012
  31. 31. Closing Test Strategies General ad copy vs niche targeted copy Test different colour images (Product vs people) Divide campaigns by age group and interests Think creatively and of the whole process 31Copyright NetBooster 2012
  32. 32. Map out what you want to do! Sales from Fanpage Advert Sale Sales using a branded application Advert Sale Sales from website Advert Sale 32Copyright NetBooster 2012
  33. 33. Think outside of the box 33Copyright NetBooster 2012
  34. 34. Nearly 74,000 likes 34Copyright NetBooster 2012
  35. 35. Look to the futureConsider implementing open graph features on your sitehttps://developers.facebook.com/docs/Sites with open graph:www.rejta.se www.goalseye.comFacebook Exchange – Real time bidding of Facebookinventory to vistors that have been “cookied” elsewhere onthe webImplementing a mobile strategy to create extra reachhttps://developers.facebook.com/docs/guides/mobile/ 35Copyright NetBooster 2012
  36. 36. Questions?? Thank You! Presented by: Brian Thornton Brian.thornton@netbooster.com 0766447712 http://www.linkedin.com/profile/view?id=76498563 Netbooster Sales: Catrine Welander Catrine.welander@netbooster.com 0766447704 http://www.linkedin.com/profile/view?id=38610552 36Copyright NetBooster 2012
  37. 37. Questions at end:When should you consider an agency?You should consider an agency if you are unsure, want to scale up,or find that it is taking too much time to run the campaigns yourselfGoogle vs Facebook?Facebook can deliver good results for performance campaigns.Comparing Facebook and Google is like apples and oranges. Youshould more ask how they can work side by side and evaluate whatworks best for your needs. Some of the images used in this presentation have been sourced from the internet 37 Copyright NetBooster 2012

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