1. Optimizing Facebook Ads: How to Measure Success of Facebook Ads Presented by Dave Kerpen CEO Likeable July 20, 2011 Use hashtag #likeable

2. • Intro to Facebook Ads • Hypertargeting Your Audience • Cost of Facebook Ads • Facebook Insights What’s In Store: chaustrophobic

3. Get Likeable Today! likeablebook.com @likeablebook facebook.com/likeablebook Learn More!

4. Work with Likeable! Find Out More at Likeable.com

5. Intro to Facebook Ads #likeable

8. Creating a FB Ad Choose the page you want the ad to be for Selected between Ads or Stories Choose the tab the ad will land on 135 characters worth of creative text The image or logo you would like to use

9. Ask a Question

10. Call to Action

11. Use Compelling Images Hypertargeting Your Audience #likeable

12. Target by: Location

13. Target by: Demographic

14. Target by: Interest

15. Target by: Education

16. Target by: Job Title

17. Target by: Company

18. The Result:

21. Target Through Connection

22. Example

23. Advanced Connection Targeting

24. Nano-Targeting

25. Cost of Facebook Ads #likeable

26. Campaigns, Pricing, Scheduling

27. Pay for Impressions

28. Pay for Clicks

29. Ad Status Ads are either active, paused, or pending review from Facebook.

30. Facebook Insights #likeable

31. The Ads are Running… Now what?!

32. Metrics: Impressions Impressions = Number of People who saw the ad

33. Metrics: Frequency Frequency = Avg. Number of times each person saw the ad

34. Metrics: Click Through Rate Click Through Rate (CTR) = # of Clicks divided by # of Impressions

35. Metrics: Cost Per Click CPC = Cost Per Click

36. Metrics: CPM CPM = Cost Per 1000 Impressions

37. Metrics: Connections Connections = The number of people who liked your Page, RSVPed to your event, installed your app within 24 hours of viewing or clicking on a Sponsored Story or ad.

38. Reporting

39. Cost Per Fan Calculating the Cost of a Fan: Spent Per Day / Actions = Cost Per Fan 95.60 / 524 = 0.18 18 cents per fan!

41. Conversion Rate Calculating the Conversion Rate: Connections / Clicks = Conversion Rate 853 / 962= 86% 86% of people who click the ad convert to fans

45. They Clicked the Ad! Now What?

46. Welcome Tab Tie in

47. Content of Page

48. Ad Leads to Relevant Content

49. Examples of Great Ads

52. Likeable’s Mission To leverage social media and word of mouth marketing to create more transparent, responsive, likeable companies, organizations and governments.

53. How Likeable Works

55. Reach Us At: likeable.com facebook.com/likeablemedia @LikeableMedia

56. Thank You/ Grand Prize/ I Love Feedback likeable.com likeablebook.com Engage with me @DaveKerpen on Twitter Ask us questions @ Facebook.com/LikeableMedia Or, email me anytime dave@likeable.com #likeable