Webinar from May 23, 2012 by Lowell Brown & Going Social - Social Media Marketing Toronto - on How To Use Facebook Ads To Grow Leads & LIkes

1. Webinar - May 23, 2012
Copyright ©2012 Going Social
Copyright ©2012 Going Social

2. INTRODUCTION
Lowell Brown
Social Media Marketing Advisor & CEO
Going Social
We specialize in highly effective Social
Media Marketing services for small,
medium & large businesses so they can
build leads & referrals and get more sales
faster.
Copyright ©2012 Going Social

3. FACEBOOK ADS
Advertising Does Work on Facebook
Copyright ©2012 Going Social

4. FACEBOOK ADS
A Business Case For Facebook Ads
• Accessible budget of as little as $1/day.
• Easy to get started, takes time & effort to master.
• Richest resource for demographic targeting in the world.
900+ million profiles reach.
• Targeting combinations and permutations are endless and
relatively inexpensive.
• If targeting 100,000 people or more (though self-service ads)
average CPC is $1.50 - $2.00. Possibly cheaper than Google.
Google can get more expensive the more aggressive ads are.
Copyright ©2012 Going Social

5. FACEBOOK ADS
A Business Case For Facebook Ads
• Google - more mature, proven system (over a decade old)
Getting more expensive as there are more advertisers.
• LinkedIn doing very well, more expensive.
• Twitter - No rich profile targetting, simple options, sponsored
tweets.
Copyright ©2012 Going Social

6. FACEBOOK ADS
Old Media Alternatives
Billboards, newspaper, radio, tv, yellow pages...
• In most cases - more expensive.
• Ineffective.
• Can’t track. Relying on third party to tell you how well it went and
overall measurement.
• No targeting of demographic information.
• A lot less value for more money.
Copyright ©2012 Going Social

7. FACEBOOK ADS
HOW DOES IT WORK?
Copyright ©2012 Going Social

8. FACEBOOK ADS
HOW DOES IT WORK?
AD DETAILS
Copyright ©2012 Going Social

9. FACEBOOK ADS
Where Do Ads Appear?
• Profile pages.
• Facebook business pages.
• Game/App pages.
• News feed page.
Sponsored position is managed by Facebook.
Not available through self-service ads system.
Higher CPM & min. monthly spend.
Copyright ©2012 Going Social

10. FACEBOOK ADS
What You Can Promote
• Web sites.
• Facebook Pages, Place.
• Facebook Events.
• Facebook Apps & Tabs.
Copyright ©2012 Going Social

11. FACEBOOK ADS
What You Can Promote
• There are 2 types of Facebook ads:
• Self Serve - Ads you see on right side of screen
$1/day - options are CPM (impression based) / CPC (clicks)
Self Serve ads are highly configurable.
• Sponsored - Require a big budget - larger ads
Minimum of $5,000.00/month - $5 - $7 CPM list price
Administered by Facebook Ad Sales.
Sponsored ads mainly used by Brands
Self Serve - DIY
Copyright ©2012 Going Social

12. FACEBOOK ADS
Self Serve Ads - 2 Ad Types
Targeted demographics
• Standard ads target a URL.
• Page post ads promote a post.
• Facebook Ads for Pages - Great to get fans for a page.
Copyright ©2012 Going Social

13. FACEBOOK ADS
Self Serve Ads - 2 Ad Types
Sponsored Stories
• Get more distribution for your content on a page, place or App.
• Page Like Story - When people like a page, their friends see it in
the ad.
• Check-in Story - (places only) when someone checks-in to a
Place, their friends see the ad.
• Page Post Like Story - when people like a Page Post, their
friends see it in an ad.
Copyright ©2012 Going Social

14. FACEBOOK ADS
Copyright ©2012 Going Social

15. FACEBOOK ADS
How To Buy Ads
• You can set a lifetime budget or monthly.
• Ads can run ongoing or you can set start/stop dates.
• You can run multiple ads at once.
• You create the ad copy and upload ad imagery.
• Facebook puts all ads through an approval process.
• Not guaranteed - Ads could get disapproved - Ad guidelines.
• You can select which Facebook users to target.
Copyright ©2012 Going Social

16. FACEBOOK ADS
Targeting Options
• Geographic location
• Demographics (age, gender)
• Education level
• Interests
• Workplace
• Sexual orientation
• Relationship status
• Languages
• Colleges/University attended
• Birthday
Copyright ©2012 Going Social

17. FACEBOOK ADS
What You Can’t Target
• People who attended “some college”
• Race
• Specific High Schools
• Postal/Zip code
• People who don’t enter relevant Facebook profile data
Copyright ©2012 Going Social

18. FACEBOOK ADS
What Can Do With Ads
• Drive successful business outcomes.
• Direct incremental revenue (drive business, drive leads).
Spend $5 in advertising, get $10 in revenue return (example).
• Build a customer list, find leads.
• Viral Marketing
Promote your online message through social channels.
• Improve awareness, clicks/web traffic.
Copyright ©2012 Going Social

19. FACEBOOK ADS
What Can Do With Ads
• Lower your costs for business
• Lower customer acquisition costs (less than newspaper ads).
• Lower marketing costs.
• Lower customer service costs by driving customers to
Facebook, social media platforms or other touch points
• Reduce customer service calls.
• Inform customers of new programs / offers / promotions.
Copyright ©2012 Going Social

20. FACEBOOK ADS
How? Repeat A Process
1. Create ads, ad copy/targeting, setup budget.
2. Run ads for approx. 7 day period before judging results.
3. Review stats, see what’s working, what’s not.
4. Retire ads that are not effective.
5. Make changes to ad creative & also landing page.
REPEAT THE PROCESS
A/B testing is essential in order to measure ad success.
Copyright ©2012 Going Social

21. FACEBOOK ADS
What Makes A Good Ad?
Source: http://ads.ak.facebook.com/ads/FacebookAds/Getting_Started_Guide.pdf
Copyright ©2012 Going Social

22. BUILD LEADS WITH A LANDING PAGE
Source: http://ads.ak.facebook.com/ads/FacebookAds/Getting_Started_Guide.pdf
Copyright ©2012 Going Social

23. BUILD LEADS WITH A LANDING PAGE
Source: http://ads.ak.facebook.com/ads/FacebookAds/Getting_Started_Guide.pdf
Copyright ©2012 Going Social

24. BUILD LEADS WITH A LANDING PAGE
Source: http://ads.ak.facebook.com/ads/FacebookAds/Getting_Started_Guide.pdf
Copyright ©2012 Going Social

25. FACEBOOK ADS
Ad Analysis
• Very important to track ad results over time - Why?
• Ads and ad campaigns fatigue over time.
• Record success and eliminate ads that are not effective.
• Create a spreadsheet. Import data from Facebook Ad Insights.
• Track ads over a series of weeks - see when performance drops
off. You can learn when ads are under performing.
Copyright ©2012 Going Social

26. FACEBOOK ADS
Facebook Ad Gotcha’s
• Relies on user profile data.
• Demographic targeting does not imply purchase intent.
- Google: if someone does a search they are likely looking for that product.
• Finicky ad copy regulations - Facebook can be strict.
• Advertisers cannot target a users’ status updates.
• Currently no mobile advertising or targeting available.
• Ads don’t appear on mobile version (this may be changing soon).
• Requires significant work to manage, administer and optimize.
• Deep A/B testing is a manual process.
• No ROI calculator. No help/assistance with landing page review or creation.
Copyright ©2012 Going Social

27. FACEBOOK ADS
Facebook Ad Best Practices
• Make your ads as interesting as possible. Don’t be boring.
• Make your ads actionable for target markets.
• Don’t run ads exclusively at a small demographic group.
• Include specific call-to-action in your ad copy.
• Send customers to an interesting landing page that clearly
communicates the next step.
• Use eye catching images to grab attention.
• Usually requires 10 ad impressions per person in the target
market.
Copyright ©2012 Going Social

28. Q&A
SOON....
Copyright ©2012 Going Social

29. FACEBOOK ADS
4 Week Video Series - hands-on, easy to follow
video’s that will drive business forward faster using
the power of social media.
Copyright ©2012 Going Social

30. FACEBOOK ADS
Week #1: 30 day Social Media goal setting
Learn to set achievable goals for your Social Media marketing initiatives and
tactics to target and connect with ideal customers.
Copyright ©2012 Going Social

31. FACEBOOK ADS
Week #1: 30 day Social Media goal setting
Learn to set achievable goals for your Social Media marketing initiatives and
tactics to target and connect with ideal customers.
Week #2: Live walkthrough of Facebook Ad Creation
Learn techniques the experts us to get more attention and more business
Copyright ©2012 Going Social

32. FACEBOOK ADS
Week #1: 30 day Social Media goal setting
Learn to set achievable goals for your Social Media marketing initiatives and
tactics to target and connect with ideal customers.
Week #2: Live walkthrough of Facebook Ad Creation
Learn techniques the experts us to get more attention and more business
Week #3: 5 Success strategies for Effective Facebook
Landing Pages
How to get users to act and act fast to engage with your brand so you get
more leads and generate more sales faster.
Copyright ©2012 Going Social

33. FACEBOOK ADS
Week #1: 30 day Social Media goal setting
Learn to set achievable goals for your Social Media marketing initiatives and
tactics to target and connect with ideal customers.
Week #2: Live walkthrough of Facebook Ad Creation
Learn techniques the experts us to get more attention and more business
Week #3: 5 Success strategies for Effective Facebook
Landing Pages
How to get users to act and act fast to engage with your brand so you get
more leads and generate more sales faster.
Week #4: Facebook Ad Performance Statistics Defined
How to understand how your ad is performing so you can continually grow
fans and attract sales.
Copyright ©2012 Going Social

34. FACEBOOK ADS
BONUS:
- 30 min one-on-one telephone coaching session
-Facebook Ad Tracking Spreadsheet
-Ad Creation Checklist
-Social Media 30 Day Goal Setting Workbook
Copyright ©2012 Going Social

35. FACEBOOK ADS
4 Video Training Modules - Value of $497.00
+ 4 Value Added Extras
TODAY’S SPECIAL FOR WEBINAR ATTENDEES:
$300.00 OFF
Copyright ©2012 Going Social

36. FACEBOOK ADS
$197.00
SIGN UP NOW AT:
http://www.goingsocial.ca/adbootcamp
Copyright ©2012 Going Social

37. Q&A
Copyright ©2012 Going Social

38. Copyright ©2012 Going Social

39. Copyright ©2012 Going Social

40. E: lowell@goingsocial.ca F: facebook.com/goingsocial
P: 416-398-6669 T: twitter.com/iGoSocial
W: www.goingsocial.ca L: ca.linkedin.com/in/lowellbrown
T: twitter.com/lowellbrown G+: gplus.to/lowellbrown
Copyright ©2012 Going Social