Facebook Best Practices for Targeting Demographics
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Facebook Best Practices for Targeting Demographics
- 1. Facebook Best Practices Presented by: Steve Burnett | Director of Paid Search Strategies EngineWorks, Inc. www.engineworks.com
- 2. Facebook Best Practices Agenda 3. Evaluate Performance 2. Demographic Targeting 1. Why Advertise On Facebook?
- 3. The most popular website in the world! • 500 million active users • 150 million active users on mobile devices • 900 million interactive objects (pages, groups, events, communities, etc.) • 1 million websites integrated with FB platform Why Advertise On Facebook? Facebook Best Practices
- 4. One of the most interactive channels on the Web • 50% of Facebook users login at least once per day • More than 1 million websites link to Facebook • Advertisers can use profile information to reach specific users • True demographic targeting Why Advertise On Facebook? Facebook Best Practices
- 5. 1. Google AdWords Demographic Targeting • Content network only • Data provided by website owners describing target audience 2. Microsoft “targeting” = demographic bidding • Uses Windows Passport data to determine who’s searching • Searchers must be logged into Passport account • Age and Gender targeting only Demographic Targeting Facebook Best Practices
- 6. Facebook users provide a lot of valuable information (almost everything!) • Age • Gender • Location • Education • Career history (including current position) • Connected individuals and groups • Books, music and movies we like • Relationship status! • Everything! Demographic Targeting Facebook Best Practices
- 7. Setting up a Facebook advertising campaign is easy! • Login and click “Advertising” • Drive traffic to your website or to your Facebook page? • Selling something, generate leads, or build a fan base? Demographic Targeting Goals Facebook Best Practices
- 8. Who do you want to target? • Location • Demographics (age, gender, relationships, languages spoken, etc.) • ‘Likes’ and interests • Education and work • Connections on Facebook Demographic Targeting Goals Facebook Best Practices
- 9. True power of Facebook: Ability to target ‘likes’ (not just keywords) • Ads only show to users with one or more ‘likes’ and interests • Try starting with a broader audience and refine targeting • Relevant ‘likes’ = Higher CTR and Conversion Rate • Estimator Tool Affinity Targeting – ‘Likes’ Facebook Best Practices
- 10. Best way to promote a social event or occasion • Promote specific page, application, event, or group • Warrior Dash! • Continuous engagement Demographic Targeting Goals Facebook Best Practices
- 11. Best way to promote a social event or occasion Demographic Targeting Goals Facebook Best Practices
- 12. Facebook ads – much more compelling • 25 character headline • 135 characters of body text (no ‘description line’ limitations) • Enticing images – amateur photo look, local settings & personalities, etc. • Image size = 110 pixels wide x 80 pixels tall Make Your Ad Standout Facebook Best Practices
- 13. Monitor ad performance closely (make necessary changes) • Click Through Rate (CTR) • Change ads frequently to prevent viewer fatigue • If CTR declines, pause ad … re-activate later • Call-to-action not working? Change it! • Need more visitors? Adjust targeting to less restrictive Evaluate Performance Facebook Best Practices
- 14. Professional Social Media Marketing Steve Burnett Director of Paid Search Strategies steve@engineworks.com http://facebook.com/EngineWorksSEM http://twitter.com/1trackjack Don’t Wait! Facebook Best Practices