This document provides an overview of a presentation on Facebook advertising. It discusses how Facebook allows advertisers to monetize its large user network through targeted ads similar to display advertising. The presentation covers whether Facebook advertising is right for a business, strategies for goals like increasing fans or driving actions, and tips for getting started.

1. Insider’s Secrets to
Facebook Advertising
Presented by:
Meaghan McCann
Search Ad Marketing
www.searchwithsam.com
September 8, 2010
Searching is the second
most common activity

2. Bio
Searching is the second
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3. Bio
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15 Years Sales and Customer Support

4. Bio
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15 Years Sales and Customer Support
12 Years Marketing

5. Bio
Searching is the second
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15 Years Sales and Customer Support
12 Years Marketing
3 Years Internet Advertising:

6. Bio
Searching is the second
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15 Years Sales and Customer Support
12 Years Marketing
3 Years Internet Advertising:
Google AdWords Qualified

7. Overview
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8. Overview
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What is it?
Is it for you?
Why do it?
How to get started
Live hard, die young
Landing pages
Tracking

9. Tid Bits
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10. Tid Bits
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Facebook Usage: 500+ million users

11. Tid Bits
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Facebook Usage: 500+ million users
Gaining in popularity among women 55+

12. Tid Bits
Searching is the second
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Facebook Usage: 500+ million users
Gaining in popularity among women 55+
Loosing stickiness among teens

13. Juicy Bits
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14. Juicy Bits
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Zuckerberg predicts 1 Billion users within 12 mo.

15. Juicy Bits
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Zuckerberg predicts 1 Billion users within 12 mo.
2 years ago FB hired Google’s Sheryl Sandberg

16. Juicy Bits
Searching is the second
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Zuckerberg predicts 1 Billion users within 12 mo.
2 years ago FB hired Google’s Sheryl Sandberg
One more year of easy, cheap real estate on FB

17. What is it?
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18. What is it?
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Facebook’s user friendly way to monetize the
network

19. What is it?
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Facebook’s user friendly way to monetize the
network
Similar to display network advertising

20. What is it?
Searching is the second
most common activity
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Facebook’s user friendly way to monetize the
network
Similar to display network advertising
If Google is the library, Facebook is the coffee shop

21. Where is it?
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22. Where is it?
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Facebook places ads on:

23. Where is it?
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Facebook places ads on:
Home (News feed)

24. Where is it?
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Facebook places ads on:
Home (News feed)
Profile

25. Where is it?
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Facebook places ads on:
Home (News feed)
Profile
Pages

26. Searching is the second
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27. Searching is the second
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28. Searching is the second
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29. Is it for you?
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30. Is it for you?
Searching is the second
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Take a test - go to bit.ly/IsFB4Me

31. Is it for you?
Searching is the second
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Take a test - go to bit.ly/IsFB4Me
Do you sell to consumers?

32. Is it for you?
Searching is the second
most common activity
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Take a test - go to bit.ly/IsFB4Me
Do you sell to consumers?
Do you promote events?

33. Is it for you?
Searching is the second
most common activity
online
Take a test - go to bit.ly/IsFB4Me
Do you sell to consumers?
Do you promote events?
Is your business locally focused?

34. Is it for you?
Searching is the second
most common activity
online
Take a test - go to bit.ly/IsFB4Me
Do you sell to consumers?
Do you promote events?
Is your business locally focused?
Full detailed report - Immediately

35. Is it for you?
Searching is the second
most common activity
online
Take a test - go to bit.ly/IsFB4Me
Do you sell to consumers?
Do you promote events?
Is your business locally focused?
Full detailed report - Immediately
Things to consider

36. Is it for you?
Searching is the second
most common activity
online
Take a test - go to bit.ly/IsFB4Me
Do you sell to consumers?
Do you promote events?
Is your business locally focused?
Full detailed report - Immediately
Things to consider
General recommendations

37. Is it for you?
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38. Is it for you?
Searching is the second
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Think about why people are on FB to begin with:

39. Is it for you?
Searching is the second
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Think about why people are on FB to begin with:
Does what you offer bring people together who
share a common interest?

40. Is it for you?
Searching is the second
most common activity
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Think about why people are on FB to begin with:
Does what you offer bring people together who
share a common interest?
Is it personality driven?

41. Is it for you?
Searching is the second
most common activity
online
Think about why people are on FB to begin with:
Does what you offer bring people together who
share a common interest?
Is it personality driven?
Education, clubs, groups, reunions

42. Is it for you?
Searching is the second
most common activity
online
Think about why people are on FB to begin with:
Does what you offer bring people together who
share a common interest?
Is it personality driven?
Education, clubs, groups, reunions
Events, immediate holidays

43. Is it for you?
Searching is the second
most common activity
online
Think about why people are on FB to begin with:
Does what you offer bring people together who
share a common interest?
Is it personality driven?
Education, clubs, groups, reunions
Events, immediate holidays
Positive interests: food, health, fun, toys & games

44. Why should you?
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45. Why should you?
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No better targeting available ANYWHERE!

46. Why should you?
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No better targeting available ANYWHERE!
Click costs are lower than other online advertising
offerings

47. Why should you?
Searching is the second
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No better targeting available ANYWHERE!
Click costs are lower than other online advertising
offerings
Your competitors don’t know what they’re doing

48. Goals
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49. Goals
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Increase fan base

50. Goals
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Increase fan base
Attend an event

51. Goals
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Increase fan base
Attend an event
Buy something

52. Goals
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Increase fan base
Attend an event
Buy something
Subscribe

53. Strategy
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54. Strategy
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Who is your market?

55. Strategy
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Who is your market?
What are their related interests?

56. Strategy
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Who is your market?
What are their related interests?
Can they be segmented?

57. Strategy
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Who is your market?
What are their related interests?
Can they be segmented?
What action do you want?

58. Strategy
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Who is your market?
What are their related interests?
Can they be segmented?
What action do you want?
What will you do when they take action?

59. Strategy
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60. Strategy
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What images are appropriate?

61. Strategy
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What images are appropriate?
What will distract?

62. Strategy
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What images are appropriate?
What will distract?
What will evoke emotion?

63. Strategy
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64. Strategy
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Brainstorm ad copy:

65. Strategy
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Brainstorm ad copy:
Offers

66. Strategy
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Brainstorm ad copy:
Offers
Benefits

67. Strategy
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Brainstorm ad copy:
Offers
Benefits
Calls to action

68. Strategy
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Brainstorm ad copy:
Offers
Benefits
Calls to action
Reasons to act

69. Searching is the second
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70. Searching is the second
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71. Searching is the second
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72. Searching is the second
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73. Next Steps
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74. Next Steps
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Design the ad:

75. Next Steps
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Design the ad:
Image

76. Next Steps
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Design the ad:
Image
Copy

77. Next Steps
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Design the ad:
Image
Copy
Headline 25

78. Next Steps
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Design the ad:
Image
Copy
Headline 25
Body 135

79. Next Steps
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80. Next Steps
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Target your audience:

81. Next Steps
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Target your audience:
Location

82. Next Steps
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Target your audience:
Location
Demographics

83. Next Steps
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Target your audience:
Location
Demographics
Interests

84. Next Steps
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85. Next Steps
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Assign the campaign

86. Next Steps
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Assign the campaign
Set pricing

87. Next Steps
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Assign the campaign
Set pricing
Determine scheduling

88. Searching is the second
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89. Searching is the second
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90. Searching is the second
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91. Searching is the second
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92. Tips
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93. Tips
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Use eye catching images

94. Tips
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Use eye catching images
Keep them on Facebook

95. Tips
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Use eye catching images
Keep them on Facebook
Create engaging landing pages

96. Tips
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Use eye catching images
Keep them on Facebook
Create engaging landing pages
Tell them what to do

97. Metrics
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98. Metrics
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Goal: 0.1 Ctr

99. Metrics
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Goal: 0.1 Ctr
Common 0.01 - 0.1

100. Metrics
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Goal: 0.1 Ctr
Common 0.01 - 0.1
Reports available for:

101. Metrics
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Goal: 0.1 Ctr
Common 0.01 - 0.1
Reports available for:
Ad Performance

102. Metrics
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Goal: 0.1 Ctr
Common 0.01 - 0.1
Reports available for:
Ad Performance
Responder data

103. Metrics
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Goal: 0.1 Ctr
Common 0.01 - 0.1
Reports available for:
Ad Performance
Responder data
Conversions

104. Metrics
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105. Metrics
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Ads live hard and die young

106. Metrics
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Ads live hard and die young
Fast burn due to interest levels

107. Take Aways
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108. Take Aways
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Most targeted advertising available

109. Take Aways
Searching is the second
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Most targeted advertising available
Make your ad to distract

110. Take Aways
Searching is the second
most common activity
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Most targeted advertising available
Make your ad to distract
Keep them on Facebook

111. Take Aways
Searching is the second
most common activity
online
Most targeted advertising available
Make your ad to distract
Keep them on Facebook
Utilize FBML

112. Take Aways
Searching is the second
most common activity
online
Most targeted advertising available
Make your ad to distract
Keep them on Facebook
Utilize FBML
Revive dying ads

113. Take Aways
Searching is the second
most common activity
online
Most targeted advertising available
Make your ad to distract
Keep them on Facebook
Utilize FBML
Revive dying ads
Monitor results for revisions

114. Let’s Connect
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115. Let’s Connect
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Facebook - www.facebook.com/meaghanmccann
Fan my page - www.facebook.com/SearchAdMarketing
LinkedIn - www.linkedin.com/in/meaghanmccann
Twitter - twitter.com/megamcc