A SKEPTICALMARKETERS GUIDE TOFACEBOOKADVERTISING
WARNING: This presentation has    a point of view.(And a bit of an attitude.)
Show of hands
How well are those adsworking for your business?
Do you think your   target audiencegoes to those locations     to read ads?
Your Ad Choices: Round 1Facebook ads                  Traditional ads   “Nobody looks at them.”      “Nobody looks at th...
How close can reach your target market with your      current ads?
Can your ads hone in on a user’s…   Age   Academic degree   Academic major   University   Workplace   City/State/Cou...
(Facebook ads can.)
Your Ad Choices: Round 2Facebook ads                Traditional ads “Nobody looks at them.”    “Nobody looks at them.” ...
How do you currently track  the success of your     ad campaigns?
Here’s how you can track progress with Facebook.
Facebook ad trackable metrics   Impressions   Clickthrough rate   Clickthrough % based on demographics   New page “Lik...
Your Ad Choices: Round 3Facebook ads                Traditional ads “Nobody looks at them.”    “Nobody looks at them.” ...
What can you do    if you knowyour current ads are  underperforming?
Facebook: Anytime access to…   Pause your ad   Stop your ad   Edit or start over with a new ad, image, or text   Edit ...
Your Ad Choices: Round 4Facebook ads                Traditional ads “Nobody looks at them.”    “Nobody looks at them.” ...
Review:      Advantages of Facebook ads   Can be specific in who you want to see the ad   Can track success of your ad u...
Back to the hands
Want to join me on Facebook?My Facebook fan page gives weekly social business tips and news:http://www.facebook.com/sierra...
For further reading   http://www.spinsucks.com/social-media/case-study-wholesome-tummies   http://mashable.com/2011/05/0...
Photo credits   Show of hands:    http://www.flickr.com/photos/4nitsirk/5116603625   Waiting for a call:    http://www.f...
A Skeptical Marketer's Guide to Facebook Advertising
A Skeptical Marketer's Guide to Facebook Advertising
A Skeptical Marketer's Guide to Facebook Advertising
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A Skeptical Marketer's Guide to Facebook Advertising

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Marketers: Just because you might not pay attention to Facebook ads doesn't mean that tons of people in your target demographic aren't. This presentation charts why tapping into Facebook's social graph is a win-win over traditional marketing methods.

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  • demographics
  • Who here is at least *intrigued* by these ads? What component is the most intriguing to you? Who here might try to place FB within the next two months?
  • A Skeptical Marketer's Guide to Facebook Advertising

    1. 1. A SKEPTICALMARKETERS GUIDE TOFACEBOOKADVERTISING
    2. 2. WARNING: This presentation has a point of view.(And a bit of an attitude.)
    3. 3. Show of hands
    4. 4. How well are those adsworking for your business?
    5. 5. Do you think your target audiencegoes to those locations to read ads?
    6. 6. Your Ad Choices: Round 1Facebook ads Traditional ads “Nobody looks at them.”  “Nobody looks at them.”
    7. 7. How close can reach your target market with your current ads?
    8. 8. Can your ads hone in on a user’s… Age Academic degree Academic major University Workplace City/State/Country Interest (among other demographic Associations and psychographic variables)?
    9. 9. (Facebook ads can.)
    10. 10. Your Ad Choices: Round 2Facebook ads Traditional ads “Nobody looks at them.”  “Nobody looks at them.” Robust demographic  Limited demographic targeting abilities targeting abilities
    11. 11. How do you currently track the success of your ad campaigns?
    12. 12. Here’s how you can track progress with Facebook.
    13. 13. Facebook ad trackable metrics Impressions Clickthrough rate Clickthrough % based on demographics New page “Likes” based on ad clickthroughs Cost per click (CPC) Cost per thousand impressions (CPM) (among other categories)
    14. 14. Your Ad Choices: Round 3Facebook ads Traditional ads “Nobody looks at them.”  “Nobody looks at them.” Robust demographic  Limited demographic targeting abilities targeting abilities Can track success at  Very few (if any) any time tracking options
    15. 15. What can you do if you knowyour current ads are underperforming?
    16. 16. Facebook: Anytime access to… Pause your ad Stop your ad Edit or start over with a new ad, image, or text Edit or start over with new demographics Edit or start over with new a bid per click
    17. 17. Your Ad Choices: Round 4Facebook ads Traditional ads “Nobody looks at them.”  “Nobody looks at them.” Robust demographic  Limited demographic targeting abilities targeting abilities Can track success at  Very few (if any) any time tracking options Can pause, stop, or  Cannot modify ads. modify ad at any time Cannot stop print ads.
    18. 18. Review: Advantages of Facebook ads Can be specific in who you want to see the ad Can track success of your ad using several different metrics Can modify ads to maximize your potential of hitting your marketing goals No upfront costs Pay per click/impression, not by # of ads
    19. 19. Back to the hands
    20. 20. Want to join me on Facebook?My Facebook fan page gives weekly social business tips and news:http://www.facebook.com/sierratierramarketingYou can also find me at these hotspots: LinkedIn: http://www.linkedin.com/in/kalnerwilliams Twitter: http://www.twitter.com/sierratierra Sierra Tierra Marketing: www.sierratierra.com
    21. 21. For further reading http://www.spinsucks.com/social-media/case-study-wholesome-tummies http://mashable.com/2011/05/04/facebook-ad-display-market/ http://www.searchenginejournal.com/facebook-advertising-vs-google-adw http://www.socialmediaexaminer.com/should-you-advertise-on-facebook
    22. 22. Photo credits Show of hands: http://www.flickr.com/photos/4nitsirk/5116603625 Waiting for a call: http://www.flickr.com/photos/alancleaver/4446487402 (from Alan Cleaver) Prayer: http://www.flickr.com/photos/cutenadevil/4705366381/

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