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Facebook Ads<br />A Guide for Local Advertisers<br />SearchEnginePeople.com<br />©2009 Search Engine People Inc. <br />All Rights Reserved<br />Presented by: <br />Helen M. Overland, Director of Marketing and Training<br />December 14, 2009<br />

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Who are Search Engine People?<br /><ul><li>First Company in Canada to become a Google AdWords Certified Company

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2009 PROFIT 100 ranking of Canada’s Fastest-Growing Companies

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Over 300 clients worldwide</li></ul>SearchEnginePeople.com<br />©2009 Search Engine People Inc. All Rights Reserved<br />Media<br />Financial<br />Shipping & Travel<br />Consumer<br />

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Facebook Ads<br />This presentation is the Companion Guide to<br />Facebook Ads:<br />A Guide for <br />Local Advertisers<br />From the Search Engine People<br />Marketing Intelligence and Research Series<br />Get the full Whitepaper at:<br />http://www.searchenginepeople.com/whitepapers/facebook-ads/<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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How Big is Facebook?<br />84,000,000 people are on Facebook in the USA<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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How Big is Facebook?<br />12,300,000 people are on Facebook in Canada<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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How Big is Facebook?<br />Almost 100,000,000 people in North America are on Facebook… And interest keeps going up<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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How Big is Facebook?<br />About 300,000,000 people worldwide use Facebook<br />On any given day, around 50% of those people log in to the site<br />The fastest growing demographic are people 35 and older<br />Every day, humanity spends over 8 billion minutes of human productivity on Facebook<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />Source:http://www.facebook.com/press/info.php?statistics <br />

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Facebook for Yellow Pages Advertisers<br />Popular: in 2009 Facebook will earn 74% of its $330 million revenue from Local advertisers<br />Can target to within 10 miles of a City<br />Can target by location, interests, and demographics<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />Source: http://mashable.com/2009/07/20/facebook-local-ads/ <br />

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Facebook for Yellow Pages Advertisers<br />Consider Atlanta, Georgia<br />Ads targeting 10 miles around Atlanta would reach an estimated audience of 1.5 million people<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />Photo credit : http://www.flickr.com/photos/mplemmon/2745434088/<br />

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Facebook for Yellow Pages Advertisers<br />Consider Toronto, Canada<br />Ads targeting 10 miles around Toronto would reach an estimated audience of 1.3 million people<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />Photo credit: http://www.flickr.com/photos/semlady/584433323/<br />

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Facebook PPC vs. Traditional Search Engine PPC<br />Search Engine PPC Ads focus on PRODUCTS<br /> i.e. “Find me a widget”<br />Facebook PPC Ads focus on PEOPLE<br /> i.e. “I’m interested in travelling”<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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Demographic Targeting<br />Demographic Targeting offers an increased layer of Complexity and Control<br />More granular control over WHO sees the message <br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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Demographic Targeting<br />Traditional Search Engine PPC Advertising Targeting Layers:<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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Demographic Targeting<br />Facebook PPC Advertising Targeting Layers:<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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Demographic Targeting<br />The Demographic Targeting Layer means 2 identical campaigns can target 2 completely different audiences <br />Consider the targeting implications of the following 2 identical campaigns:<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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Demographic Targeting<br />Campaign #1<br />Location: <br />New York City<br />Keywords: <br />Travel<br />Travelling<br />World Travel<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />Demographic Targeting:<br />

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Demographic Targeting<br />Campaign #2<br />Location: <br />New York City<br />Keywords: <br />Travel<br />Travelling<br />World Travel<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />Demographic Targeting:<br />

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6 Key Steps<br />For Building an Effective Facebook Campaign<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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6 Key Steps<br />1. Define the Goals<br /><ul><li>Drive Traffic?

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Increase Awareness?

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Generate Leads?</li></ul>SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />

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6 Key Steps<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />2. Identify the Locality<br /><ul><li>Driving distance?

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Local interests?

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Service area?

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Shipping?

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Brand awareness?</li></ul>BUSINESS<br />

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6 Key Steps<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />3. Define the Audience<br /><ul><li>What interests qualify the audience?

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Are they interested in related topics?</li></li></ul><li>6 Key Steps<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />4. Narrow the Focus<br /><ul><li>What age is the audience?

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Do they have any unique traits?</li></li></ul><li>6 Key Steps<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />5. Offer Value<br /><ul><li>Offer a discount

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Offer information

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Offer a bonus

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Offer a prize</li></li></ul><li>6 Key Steps<br />SearchEnginePeople.com<br />©2009 Search Engine People All Rights Reserved<br />6. Test & Measure<br /><ul><li>Run different ads

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Test ad message response rates

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Test conversion rates</li></li></ul><li>Thank You!!<br />Questions?<br />Helen M. Overland<br />Director of Marketing and Training<br />helen@searchenginepeople.com<br />SearchEnginePeople.com<br />SearchEnginePeople.com<br />On Twitter: @senginepeople<br />©2009 Search Engine People Inc. <br />All Rights Reserved<br />