7 Facebook Ad Secrets to Supercharge Your Business
7 Facebook Ad Secrets toSupercharge Your BusinessPresented byDennis Yu: email@example.com / @dennisyu
2Facebook is an addiction Photo byStewart Quealy@dennisyu
3“Don’t you see that the whole aim of Newspeak is to narrow the range ofthought? In the end we shall make thoughtcrime literally impossible, becausethere will be no words in which to express it. Every concept that can ever beneeded, will be expressed by exactly one word, with its meaning rigidly definedand all its subsidiary meanings rubbed out and forgotten. … Every year fewerand fewer words, and the range of consciousness always a little smaller.- George Orwell, 1984@dennisyu
4@dennisyuMarketers have unprecedentedcapabilities in targeting & measurement
5@dennisyu1CUSTOM AUDIENCE TARGETINGLet the CAT Out!Let the CAT out of the bag!
14311,940 people who live in the United States who live in New Orleans, LA age 18 and older40 people who live in the United States who live in New Orleans, LA age 18 and older who work at Entergy Services, Inc.Workplace targeting is the most unparalleled featureFacebook marketers have at their fingertips.@dennisyu
15Carri BugbeeSocial Media MarketingStrategist/OwnerBig Deal PR, Inc.“You cant get very far starting out on Facebookright now without spending $$ on advertising.Its no longer possible to build critical masswithout that. Its pay for play. And dependingupon the type of business, youll probably needto offer deals now and then. FB definitelyrequires a bigger investment.”@dennisyu
16@dennisyu4PAGE POST ADS +SPONSORED STORIES COMBOHow I Optimize Facebook Ad Campaigns In 15 Minutes Per Day
17Holly wood is asking:“Is Facebook worth it?”Read the LA Times article here.@dennisyu
18We analyzed 9 billion page posts over a 60-dayperiod before and after the change.@dennisyu
1972% of movies and network TV shows have experienceda drop in the number of people who see their posts.@dennisyu
2023% of the biggest studio pages sawa reduction in “engaged” users.@dennisyu
21The largest pages lost 45% of their traffic,followed by 36% for medium sized pages.@dennisyu
22Facebook Expert Dennis Yu on BreakingEdgerank & Creating Kick-A** AdsBreak Through EdgeRank Organically@dennisyu
23What we know for sure:Running ads gives an organic algorithmic boost…Sponsored Story – Page Likes Sponsored Story – Page Posts@dennisyu
24By increasing the organic and viral components.@dennisyu
25Nathan LatkaCo-Founder, CEO at Heyo"The best word of mouth comes from tangibleevents where consumers connect with yourbrand. Use these events as catalysts to drivesocial world of mouth and amplify engagement.@dennisyu
@dennisyu26For example, during a live webinar, we ask ourcommunity to engage with us through comments on apinned Facebook status update therefore increasing thereach of the page and PTAT. As follow up, theyll thenvouch for the thought leadership we provide through aFacebook milestone which serves as world class socialproof for the webinar and the Heyo product."
28Ali MostofianFounder | CEO at Orange Marketing:Digital Marketing and Strategy“Now you can manipulate any sponsored postsright through your Ads Manager on Facebook!You can change duration, time and also set upyour own budget! Just click on boost post onyour fan page, choose any budget, go to AdsManager and edit your ad...Pretty nice and works well!”@dennisyu
29@dennisyu5NEVER PROMOTE A POSTIMMEDIATELYWhy search PPC marketers are short-term thinkers
30Mari SmithTop Social Media Influencer,Author, SpeakerYou want people to see that interaction is organic,not have the "sponsored" label. I typically wait afew hours since the last comment.@dennisyu
31How Rosetta Stone optimizedfrom $21 a fan to $1.40 a fan andmillions in revenue.@dennisyuC A S E S T U D Y
32@dennisyuOBSERVATION #1Use in-line likes.OBSERVATION #2:Write short wall posts.OBSERVATION #3:Ask questions.Don’t just make statements.
33@dennisyuOBSERVATION #4:Run your acquisition,retention, and organiccampaigns at the same time.Observation #5:Branding is great,but revenue is better.
ROIAwareness: Amplifywhat actually worksto engage fans.Engagement: Onceusers are engaged,collect emails to increaseconversions.Conversion:Increasing socialvisits to your websiteincreases sales.34Social media is at the top of the funnel, so you are aligning yourmessaging with the levels of engagement along the way.@dennisyu
35@dennisyu6LANDING TAB TO COLLECTEMAIL ADDRESSES
36Dramatically increase conversion rates with this one trick:@dennisyuHave a like box next to the button.The world of open authentication is upon us – log in with your Google, Facebook, etc.
38An email list subscriber is a fan.An open rate is newsfeed coverage.A click is a click. A share is a share.@dennisyu
39@dennisyuTim AshREALLY LIKESBasecampCollect email and user info in one click.
40The Most Amazing Thing You’ve Never Heard Of OnFacebook, If You’re a Direct Marketer@dennisyu7OFFSITE PIXELTrack Fan Behavior
41@dennisyuMeasure the ROI and success of ad campaignswith the offsite pixel.Create pixels that trackconversions, then add them to thepages on your website whereconversions happen.Conversion tracking also helpsshow ads to people most likely toconvert off Facebook.
42How Marketo has seen their CostPer Lead drop to under $1.@dennisyuC A S E S T U D Y
43Drive Brand Awareness and Thought Leadership@dennisyu
48Blitz Tips:• Search ads run to an iframed page with retargeting.• Search ads to steal competitor traffic.• Offsite pixel for CPA bidding.• Conversion specs used with Optimized CPM to optimize ad delivery forspecific actions.• Place ads in mobile for maximum engagement.• Onion Targeting is smart interest multiplication.• Prune ads with broad category targeting.• Partner Targeting to run ads based on user’s shopping behavior.• PTAT to detect competitive ad spend.• Facebooks Power Editors special features.• Target users by the companies they work for and by job title.
49• Let the CAT out of the bag!• Dennis Yu on Ads Impact on Organic,Facebook Retargeting, and Local Business• Facebook Ad Optimization Tips with Dennis Yu• How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day• Is Facebook worth it? Film execs confide they may cut movie ads• Facebook Expert Dennis Yu on Breaking Edgerank & Creating Kick-A** Ads• Why search PPC marketers are short-term thinkers• The Most Amazing Thing You’ve Never Heard Of On Facebook, If You’re aDirect MarketerA Few Dennis Yu Articles
50Tips from the Pros:• You can’t get very far on Facebook without spending money onadvertising. It’s pay or play. FB definitely requires a bigger investment.– Carri Bugbee, Big Deal PR• The best word of mouth comes from tangible eventswhere consumers connect with your brand.– Nathan Latka, Heyo• Now you can manipulate any sponsored postsright through your Ads Manager on Facebook!- Ali Mostofian, Orange Marketing• Never promote a post immediately. You want people to see thatinteraction is organic, not have the “sponsored” label.- Mari Smith, Top Social Media Influencer
51Grab your copy of ourFacebook Training GuideAND beta Social Dashboard!Join Blitz at ConversionConference Chicago!June 11th – 13th 2013Dennis YuCEO of BlitzMetricsdennis@blitzmetrics.com@dennisyu