This document discusses the effectiveness of advertising on Facebook, highlighting Heinen’s experience with various ad campaigns that garnered significant impressions and clicks. Key strategies for successful Facebook advertising include setting clear goals, targeting the right demographic, conducting tests, and monitoring ad performance. It emphasizes the importance of integration with other marketing efforts and the need for regular adjustments to campaigns.

1. Facebook AdvertisingLiz Lewis, Heinen’sMichael Schwabe, thunder::techModerator – Scott Chapin, DigiKnow

2. Why Advertise on Facebook?2

3. 3Source: http://www.onlineschools.org/blog/facebook-obsession/

4. 4Source: http://www.onlineschools.org/blog/facebook-obsession/

5. 5So Why Advertise on Facebook?

6. 6Because your Customers are there!

7. Reaching Out To your FansLiz Lewis, Heinen’s7

8. Heinen’s on FacebookLaunched Facebook page in December 20097300 fans (as of 2/17) gained through a combination of:Organic growthCross-promotion on e-mail/webPaid Facebook ads8

9. Fan Growth – Heinen’s Facebook Page9

10. Heinen’s Use of Facebook AdsSix ad campaigns on Facebook since Jan. 2010Lifetime ad spend: $3500Lifetime stats:14 million ad impressions70% “social” impressions5496 clicks2255 direct “likes” from ad alone$.63 cost per click$.24 cost per thousand impressions10

11. Heinen’s Use of Facebook AdsSix ad campaigns on Facebook since Jan. 2010Lifetime ad spend: $3500Lifetime stats:14 million ad impressions70% “social” impressions5496 clicks2255 direct “likes” from ad alone$.63 cost per click$.24 cost per thousand impressionsAds = gain of 3810 fans at $.90/per acquired fan11

12. Setting up a Facebook AdYou can publicize a page, event or external URL12

13. Setting up a Facebook Ad13

14. Setting up a Facebook AdIf your goal is to build your fan base, make sure to target people who are not fans14

15. Setting up a Facebook AdFacebook will lower your bid for you as appropriate15

16. Before starting, keep in mind…Facebook ad performance is just over half that of traditional Internet banner ads, at 0.050% CTRCTR can drop to .0200% within the first few hours for highly targeted adsAd burnout takes place within 72 hoursFacebook pulls ads from rotation when they stop generating clicksSource: Webtrends, Facebook Advertising Performance, Benchmarks and Insights, 201116

17. Key learningsEstablish goals upfrontTarget ads appropriatelyTest, test, test17

18. Establish goals upfrontWhat are you trying to accomplish?Reach more fans that are current customersFind potential customers in emerging marketsAdvertise your website or eventSet a reasonable CTR in line with Facebook performance18

19. Target ads appropriatelyTry targeting your best current demographic, as non-performing ads are pulled quicklyLook at Facebook Insights – how does the demographic compare?Non-fan friends are often great targets for building the fan base – exposure will increase as new fans are added19

20. Testing Facebook AdsRun multiple versions of creative – copy, photo, etc. – in one campaign to determine the top performerMost successful ad can be used in a longer-term, CPM campaign – but keep in mind 72-hour burnout20

21. Liz LewisE-Marketing Specialistllewis@heinens.comhttp://www.linkedin.com/in/lizlewis21

22. Marketing on FacebookMichael Schwabe, thunder::tech22

23. Integrating Facebook Into Your Marketing MixDetermine if:Your target demographic is on FacebookYou can mix your SEO and PPC efforts with Facebook or should Facebook stand aloneYou can dedicate budget, even on a trial basis23

24. Making Facebook Advertising WorkThere is no magic bulletTo advertise on Facebook is to compete on Facebook

25. Friends, groups, other adsFlexible paymentsPay per click or Pay per impressionYou can be highly targeted in placement of advertisingMales, 24-35, interests: cars, racing, engines24

26. How Does Facebook Know?Facebook knows more about your audience than Google!25

27. An Agency ApproachAds must:Mix with other marketing messages

28. Be monitored and adjusted regularlyDetermine effectiveness of images and wordsSet up each account as an individual accountPrivate, offers transparency to clientConsider supporting ads with custom landing pages and HTML, JavaScript and CSS programming26

29. Example Time!27

30. Example Time!28

31. Example Time!29

32. Example Time!30

33. Example Time!31