New Facebook Advertising Features


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New Facebook Advertising Features

  1. 1. New Facebook FeaturesHow Businesses Can Benefit Dave Kuhl Ian Mackie March 21st 2012
  2. 2. Webinar Logistics• Event is being recorded• Email with link will be sent out later this week• Ask questions throughout
  3. 3. About Point It• Launched in April 2002• Seattle’s largest independent search marketing firm• PPC & SEO• $30 MM in managed media/yr• 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  4. 4. Branding with Photos
  5. 5. Cover Photos• Cover Photo – 850 x 315 banner• Can’t include – Price or purchase info – Contact info – Calls to action – References to features such as “Like” or “Share”
  6. 6. Timeline Apps1. Category Description 150 characters2. Photos3. Map 1 2 4 54. Custom app picture5. Additional apps6. Likes 1 2 6 3
  7. 7. Likes• Best practice – put likes down below – Allows additional custom app above – Takes attention away from being able to click through to likes• New feature: “Likes” button will show statistics about users & performance – Great tool for competitive analysis
  8. 8. AppsUp to 810 pixel apps Used to be 520
  9. 9. Messaging• Don’t have to be a fan to message• Brands can’t initiate message, only visitors
  10. 10. Featured EventsHighlighting
  11. 11. Featured EventsPinning posts – Stays at the top of your timeline for 7 days
  12. 12. Featured EventsMilestones – Tell your story!
  13. 13. Facebook AdsAre you confused yet?
  14. 14. Facebook AdsWhat’s New:1. Right-hand side2. News feed on wall3. News feed on Mobile4. Log-out ads5. Offers6. Power Editor7. Landing Pages
  15. 15. The results are in…“Facebook Premium: adseverywhere, ads everywhere. Sorry,Zuck, an ad is not a story.” Anotherblogger quipped, “A marketer’sdream, a user’s nightmare.” "Bottom-line- this is gonna fail because People dont want to recommend an ad," said Natalie L. Petouhoff, a former senior analyst at Forrester Research. "For end users, receiving an ad that is irrelevant socially, contextually or locally could quickly dull them to the Facebook mobile experience, rendering the ads ineffective. Facebook and the rest of the social media ecosystem could face severe backlash if locally relevant ads are not core to their advertiser offering. “
  16. 16. Facebook Premium:What’s actually “new”:• Mobile• Log-out ads• Right-hand side• Offers
  17. 17. Facebook PremiumWho sees them?• Right-hand side • anyone• News feed • Powerful…but only fans & friends• Mobile • Fans & friends • ~50% of users access via mobile• Log-out ads • Anyone • 37M users log out every day
  18. 18. Facebook PremiumOnly a $25K per month minimum – down from $30K!• Content is the ad• Based on posts & “stories”• Ask for engagement – Ask a question – Post an event – Post crazy photos• Good for: – Product launch – movie premier – big sales event
  19. 19. Marketplace (self-serve)The Basics: • Structure: campaigns + Ads – no ad groups • Segment – seasonality, goals, demographics, etc. • ~ 3-5 ads per campaign • Comparing ad performance? Ad fatigue Two identical campaigns w/ different ad • Body text 135 to 90 characters • Images (110x80) – faceshots, contrast + color
  20. 20. Ad Types• Sponsored Stories – No major changes – One of the most efficient ways to get “likes” – Social Context• Facebook Ads – Ad from a Page Post • Increase awareness • Promote specific post w/ offer – New ad message • Choose landing page • Use list feature to find actual likes & interests
  21. 21. What is new…Power Editor (Boom!)• Easily add, edit campaigns, ads, etc.• Combine Broad Categories w/ Specific Interest/Topic targeting!• “And” not “Or”RSVP for Events• Join• Invite Friends
  22. 22. Landing Pages• In-Facebook – Custom tabs/apps • Timeline replaces Wall • Ignore admin-only tabs • All other targeting exists – New App Page Dimensions • Now 810 pixel wide • Location of Like button • Create a landing page experience – TIP: Lower CPCs
  23. 23. Landing Pages• Outside Facebook – Higher CPCs (seriously) – Lose “social” context of ad – Control user experience w/ dedicated landing page …but there’s more… USE Suggest an Ad!!!
  24. 24. Final Thoughts• Facebook Premium – big budgets, big reach• Power Editor – ask your rep for access• Landing pages – opportunity to lead user• Sponsored Stories – acquire fans cheaply• Ad from Page Post – increase engagement• Suggest An Ad – include social context w/ external ads
  25. 25. Q&A Dave KuhlSenior Client Manager 206-973-5485 Ian MackieSenior Client Manager 206-973-5481