The document summarizes key points from a Facebook marketing conference about using Facebook ads. It finds that Facebook ads can generate leads at lower costs and higher volumes than search or other platforms. Specific case studies show large revenue increases from Facebook ads. The document also provides tips on targeting audiences, ad creative testing, and landing page optimization to improve results from Facebook ads.

1. Facebook Ads:
More than Just Likes?
AllFacebook Marketing Conference
#AllFacebook

2. Search Geek Excited about Facebook
• 14 Years @ WebMetro, Online Marketing Agency
with a strong focus on SEM
• Over $100,000,000 in Online Media Management
• A recently converted naysayer of Facebook PPC
for direct response. It really works at scale.

3. Direct Marketing Success
Health & Travel &
Apparel Beauty Education Retail Weddings
Medical Tourism
Lead Generation CPL 46% lower than search and 45% more leads.
CPC 16% lower than Google and
Lead Generation
double-digit conversion rates matching or beating search.
Lead Generation Conversion count 93% better than Bing.
Return on advertising spend
Ecommerce
beats Google Display Network by 18%.
Within 2 months, revenue from Facebook increases 177%.
Ecommerce
In 2 more months, revenue increases another 31%.

4. Creating an Audience
DEMO/GEO/ETC AFFINITY/INTERESTS/LIKES
• Female • Fast fitness
• 27-30 • Forward fashion
• College graduate • Business tips and advice
• Working professional • Gourmet food/wine
• Urban/suburban • Destination travel
• In a committed relationship • Education-related charities

5. Will it Work for your Brand?

6. Targeting Methods
Non-Fans
Wheelchair
Illnesses
Sports
Awareness
Research
and Support
Foundations
Groups

7. CTR & CPC
$1.00 0.16%
$0.90
0.14%
$0.80
0.12%
$0.70
0.10%
$0.60
$0.50 0.08%
$0.40
0.06%
$0.30
0.04%
$0.20
0.02%
$0.10
$0.00 0.00%
CTR CPC CPM

8. Suggested Bid vs. Actual CPC
Actual CPC
68% lower
Actual CPC than bid
57% lower
than bid
Actual CPC
32% lower
than bid

9. Power of Creative/Ad Tactics
• Headline ( be aggressive, bold)
• Use images with a clear, uncluttered subject that
align with interests and the ad copy
• Bold and relevant images to your audience
• Image borders (tactical – but really works!)
• Company logo ads – it depends
• Creative fatigue – be fresh (but not too fresh)

10. Good → Better → Best
9% 4%
Improvement Improvement
in CTR in CTR
26%
Improvement
in CTR
13%
Improvement
in CTR

11. Landing Page Test
Conversion rate for Facebook is 110% better than external page.

12. Facebook Delivers ROI
Tapping into the proven best practices of optimization
from search can be a great catalyst to Facebook ROI
1. Segmentation (Audience Creation)
2. Quality Score/CPC Optimization through Creative
Testing
3. Landing Page Testing by Audience and
Inside/Outside FB