Facebook Advertising For Small Businesses- Podcamp Toronto 2012
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Facebook advertising for small businesses is a lucrative, cost effective and profitable avenue of advertising. The presentation covers how to create an ad, best practices and a few tools critical to Facebook advertising. This presentation was developed as a workshop format for Podcamp Toronto 2012. I took the audience step-by-step on how to create a Facebook advertising campaign.
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Facebook Advertising For Small Businesses- Podcamp Toronto 2012
- 1. #pcto2012 Facebook Advertising For Small Businesses #pcto2012
- 2. #pcto2012 Nehal Kazim @NehalKazim nehal@amplifiigroup.com
- 3. #pcto2012 Agenda • Why Facebook • Establish an Objective • Creating An Ad – Step 1: Design • Creating An Ad – Step 2: Targeting • Creating An Ad – Step 3: Pricing • Tracking Metrics • Tools • Giveaway!
- 4. #pcto2012 Why Are You Here?!
- 6. #pcto2012 Why Facebook • Hyper-targeting – Location – Demographic – Psychographic • Social proof • Comparatively cheaper than Google Adwords …for now
- 7. #pcto2012 Objective • Brand recognition • Leads • Store Walk-ins • Events/Workshops • Sales
- 8. #pcto2012 Creating An Ad – Step 1: Design • Destination – To a Facebook Page • Can’t change the title • More exposure – External URL • Can have custom title • Costs are a little bit higher – Sponsored Stories *What’s your objective?
- 9. #pcto2012 Creating An Ad – Step 1: Design • Ask a question – Hate your dentist? • Level of Importance – Image – Title – Text
- 10. #pcto2012 Creating An Ad – Step 2: Targeting • Location – Country – By State/Province – By City Radius by miles • Demographics – Age – Require Exact Match – Sex
- 11. #pcto2012 Creating An Ad – Step 2: Targeting Interests • Broad Category – Events (recently moved/has birthday in 1 week) – Family Status • Away from Hometown • Baby Boomers • Engaged/Newlywed/Parents
- 12. #pcto2012 Creating An Ad – Step 2: Targeting Interests • Precise Interests – Target fan pages • Competitors • Major organizations/associations * Relevance to fan page – Target interests
- 13. #pcto2012 Creating An Ad – Step 2: Targeting Advanced Demographics • Preference – Interested in Men/Women/All • Relationship status • Languages • Workplace – B2B
- 14. #pcto2012 Creating An Ad – Step 3: Pricing • Budget – Start low with a daily budget – Can start with $10/day • Schedule – Start and end time – Limited Time Offer/Associated with Events
- 15. #pcto2012 Creating An Ad – Step 3: Pricing • Cost Per Click – Pay every time a user clicks an ad – Higher value for Facebook • Cost Per Impression – Cost per thousand impression; page refreshes – Less exposure • What to Bid – Three school of thoughts • Go lower than suggested bid • Go within range • Higher than the range * Jump between the three – Depends on you • Efficiency of your conversion funnel • The suggested bid does change on a variety of reasons
- 16. #pcto2012 Metrics You Can Track • Impressions • Social % • Clicks • Click Through Rate % • Cost Per Click • Cost Per Impression
- 17. #pcto2012 Putting It All Together • Test variations of your ad – Image – Title – Text • Hyper target – Exact age – Relationship status – Recent events • Hold someone responsible – You/Your Team – Weekly key performance indicators (KPI) measurement
- 18. #pcto2012 Future of Facebook Ads • Status updates: Up to 150 characters of text, no additional media; • Photos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio • Videos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio; • Links: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail; • Questions: Four answers will be displayed — three, plus a ―see more‖ link; and • Events: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail. *Source: Allfacebook.com
- 19. #pcto2012 Tools – Landing Page • PinpointSocial.com – $49/campaign or $29/month • WildfireApp.com – $5/promotion - $250+/promotion • ReverbNation.com
- 20. #pcto2012 Tools – Email Marketing • Mailchimp.com – Free for 2000 emails • Aweber.com – $19/month – iContact.com – ConstantContact.com • VerticalResponse.com postcards
- 21. #pcto2012 Need Help?! Email us at support@amplifiigroup.com
- 22. #pcto2012 Thank You! Nehal Kazim @NehalKazim nehal@amplifiigroup.com