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Optimizing Facebook Ads: How to Measure Success of Facebook Ads Presented by Dave Kerpen CEO Likeable July 20, 2011 Use ha...
•  Intro to Facebook Ads •  Hypertargeting Your Audience •  Cost of Facebook Ads •  Facebook Insights What’s In Store: cha...
Get Likeable Today! likeablebook.com @likeablebook facebook.com/likeablebook Learn More!
Work with Likeable! Find Out More at Likeable.com
Intro to Facebook Ads #likeable
<ul><li>Drive traffic </li></ul><ul><li>Increase “Likes” </li></ul><ul><li>Raise awareness </li></ul><ul><li>Hypertarget i...
Elements <ul><li>Picture </li></ul><ul><li>Title (25 characters) </li></ul><ul><li>Body (135 characters) </li></ul>
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...
Ask a Question
Call to Action
Use Compelling Images Hypertargeting Your Audience  #likeable
Target by: Location
Target by: Demographic
Target by: Interest
Target by: Education
Target by: Job Title
Target by: Company
The Result:
Precise Interest Targeting <ul><li>Target by “likes and interests” </li></ul><ul><li>Example to target cat lovers </li></u...
Broad Targeting <ul><li>Target larger demographics </li></ul><ul><li>Prevent targeting from becoming tedious </li></ul><ul...
Target Through Connection
Example
Advanced Connection Targeting
Nano-Targeting
Cost of Facebook Ads #likeable
Campaigns, Pricing, Scheduling
Pay for Impressions
Pay for Clicks
Ad Status Ads are either active, paused, or pending review from Facebook.
Facebook Insights #likeable
The Ads are Running… Now what?!
Metrics: Impressions Impressions =  Number of People who saw the ad
Metrics: Frequency Frequency  =  Avg. Number of times each person saw the ad
Metrics: Click Through Rate Click Through Rate (CTR) =  # of Clicks divided by # of Impressions
Metrics: Cost Per Click CPC =  Cost Per Click
Metrics: CPM CPM =  Cost Per 1000 Impressions
Metrics: Connections Connections  =  The number of people who liked your Page, RSVPed to your event, installed your app wi...
Reporting
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!
Cost Per Fan <ul><li>The Wall Street Journal stated in February that the average CPL is $1.07 </li></ul><ul><li>Mashable s...
Conversion Rate Calculating the Conversion Rate:  Connections / Clicks = Conversion Rate 853 / 962= 86% 86% of people who ...
Variables Affecting Cost Per Fan <ul><li>Alter your payment strategy based on outside variables </li></ul><ul><li>Holidays...
Refreshing Content and Ads <ul><li>Sometimes a Facebook ad can become stale </li></ul><ul><li>Consider changing the image ...
Refreshing or Changing Targets <ul><li>All ads and brands are different </li></ul><ul><li>Successful targeting is not alwa...
They Clicked the Ad! Now What?
Welcome Tab Tie in
Content of Page
Ad Leads to Relevant Content
Examples of Great Ads
Wrap Up <ul><li>Make your ad headline, copy, + photo engaging and enticing! </li></ul><ul><li>Hypertarget your audience! <...
 
Likeable’s Mission To  leverage  social media and word of mouth marketing to create more transparent, responsive,  likeabl...
How Likeable Works
Who Likeable Works With <ul><li>Select Clients: </li></ul><ul><ul><li>Verizon </li></ul></ul><ul><ul><li>1-800-Flowers </l...
Reach Us At: likeable.com facebook.com/likeablemedia @LikeableMedia
Thank You/ Grand Prize/  I Love Feedback likeable.com likeablebook.com Engage with me @DaveKerpen on Twitter Ask us questi...
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Optimizing Facebook Ads July 2011 - Presented by Dave Kerpen

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Optimizing Facebook Ads July 2011 - Presented by Dave Kerpen

  1. 1. Optimizing Facebook Ads: How to Measure Success of Facebook Ads Presented by Dave Kerpen CEO Likeable July 20, 2011 Use hashtag #likeable
  2. 2. • Intro to Facebook Ads • Hypertargeting Your Audience • Cost of Facebook Ads • Facebook Insights What’s In Store: chaustrophobic
  3. 3. Get Likeable Today! likeablebook.com @likeablebook facebook.com/likeablebook Learn More!
  4. 4. Work with Likeable! Find Out More at Likeable.com
  5. 5. Intro to Facebook Ads #likeable
  6. 6. <ul><li>Drive traffic </li></ul><ul><li>Increase “Likes” </li></ul><ul><li>Raise awareness </li></ul><ul><li>Hypertarget ideal audience </li></ul>Why Use Facebook Ads
  7. 7. Elements <ul><li>Picture </li></ul><ul><li>Title (25 characters) </li></ul><ul><li>Body (135 characters) </li></ul>
  8. 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. 9. Ask a Question
  10. 10. Call to Action
  11. 11. Use Compelling Images Hypertargeting Your Audience #likeable
  12. 12. Target by: Location
  13. 13. Target by: Demographic
  14. 14. Target by: Interest
  15. 15. Target by: Education
  16. 16. Target by: Job Title
  17. 17. Target by: Company
  18. 18. The Result:
  19. 19. Precise Interest Targeting <ul><li>Target by “likes and interests” </li></ul><ul><li>Example to target cat lovers </li></ul><ul><li>Facebook helps you find relevant keywords with suggestions </li></ul>
  20. 20. Broad Targeting <ul><li>Target larger demographics </li></ul><ul><li>Prevent targeting from becoming tedious </li></ul><ul><li>Easy to create and reach difficult demographics </li></ul>
  21. 21. Target Through Connection
  22. 22. Example
  23. 23. Advanced Connection Targeting
  24. 24. Nano-Targeting
  25. 25. Cost of Facebook Ads #likeable
  26. 26. Campaigns, Pricing, Scheduling
  27. 27. Pay for Impressions
  28. 28. Pay for Clicks
  29. 29. Ad Status Ads are either active, paused, or pending review from Facebook.
  30. 30. Facebook Insights #likeable
  31. 31. The Ads are Running… Now what?!
  32. 32. Metrics: Impressions Impressions = Number of People who saw the ad
  33. 33. Metrics: Frequency Frequency = Avg. Number of times each person saw the ad
  34. 34. Metrics: Click Through Rate Click Through Rate (CTR) = # of Clicks divided by # of Impressions
  35. 35. Metrics: Cost Per Click CPC = Cost Per Click
  36. 36. Metrics: CPM CPM = Cost Per 1000 Impressions
  37. 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. 38. Reporting
  39. 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!
  40. 40. Cost Per Fan <ul><li>The Wall Street Journal stated in February that the average CPL is $1.07 </li></ul><ul><li>Mashable stated on 7/18 that the average cost per click rose again climbing close to 62% this year! </li></ul><ul><li>Webtrends shares stats from January about CTR and CPL comparing them to a year ago </li></ul>http://on.wsj.com/qdCA8L http://on.mash.to/roMvwv http://on.mash.to/n3jpuj
  41. 41. Conversion Rate Calculating the Conversion Rate: Connections / Clicks = Conversion Rate 853 / 962= 86% 86% of people who click the ad convert to fans
  42. 42. Variables Affecting Cost Per Fan <ul><li>Alter your payment strategy based on outside variables </li></ul><ul><li>Holidays can increase cost per click and cost per “like” because of a cluttered marketplace </li></ul><ul><li>High Traffic Times such as Back-to-School and the Start of Spring can also increase costs </li></ul>
  43. 43. Refreshing Content and Ads <ul><li>Sometimes a Facebook ad can become stale </li></ul><ul><li>Consider changing the image or text </li></ul><ul><li>Something new and compelling can lead to new “likes” </li></ul><ul><li>Revolving Content and Pictures – Change often </li></ul>
  44. 44. Refreshing or Changing Targets <ul><li>All ads and brands are different </li></ul><ul><li>Successful targeting is not always OBVIOUS </li></ul><ul><li>Create ads and campaigns to do specific purposes </li></ul><ul><li>Types of additional targeting </li></ul><ul><ul><li>Similar Interest </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Location Based </li></ul></ul><ul><ul><li>Industries </li></ul></ul><ul><ul><li>Employees </li></ul></ul>
  45. 45. They Clicked the Ad! Now What?
  46. 46. Welcome Tab Tie in
  47. 47. Content of Page
  48. 48. Ad Leads to Relevant Content
  49. 49. Examples of Great Ads
  50. 50. Wrap Up <ul><li>Make your ad headline, copy, + photo engaging and enticing! </li></ul><ul><li>Hypertarget your audience! </li></ul><ul><li>Use Facebook Insights to measure success! </li></ul><ul><li>Once you get the Likes, provide great content on your Fan Page! </li></ul>
  51. 52. Likeable’s Mission To leverage social media and word of mouth marketing to create more transparent, responsive, likeable companies, organizations and governments.
  52. 53. How Likeable Works
  53. 54. Who Likeable Works With <ul><li>Select Clients: </li></ul><ul><ul><li>Verizon </li></ul></ul><ul><ul><li>1-800-Flowers </li></ul></ul><ul><ul><li>Neutrogena </li></ul></ul><ul><ul><li>Adobe </li></ul></ul><ul><ul><li>Entenmann’s </li></ul></ul><ul><ul><li>Penguin Books </li></ul></ul><ul><ul><li>HarperCollins </li></ul></ul><ul><ul><li>The Pampered Chef </li></ul></ul><ul><ul><li>Restaurant.com </li></ul></ul>
  54. 55. Reach Us At: likeable.com facebook.com/likeablemedia @LikeableMedia
  55. 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

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