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Facebook
WHY IT’S A KEY MARKETING TOOL
SCOTT PURCHAS
Why should I care about Facebook?
- It dominates the social media landscape
Huge audience size:
◦ 2 billion active users per month
◦ 45 million active UK users
By comparison
◦ Instagram 800m active monthly users
◦ Twitter 320m active monthly users
◦ LinkedIn 260m active monthly
Whoever your target audience
is, you can reach a lot of them
on Facebook
How can I use Facebook to share content
or sell?
Two principle paths:
Organic content – things you share onto your page
Pro’s:
◦ No cost. It’s free to post stuff to your page
◦ You only reach people who like your page already
◦ You only reach a fraction of your audience
Con’s:
◦ Your posts will get lost in a sea of content
◦ Facebook are reducing your organic reach (dramatically for some pages)
But…..
Your organic audience
Organic
post
You’re wasting your time with
just organic content
Facebook advertising is the most
powerful tool I’ve seen in my
career
Why is Facebook advertising so
powerful?
- It’s hugely targeted
- Media costs are low
- It’s a very sophisticated, big-data, algorithm driven platform ….. and that helps you!
- Metrics are very transparent – you can see quickly how you’re doing
- It’s possible to deliver very substantial click rates and engagement via advertising (sometimes over
50%)
You can place key content/products directly in
front of people who will be most interested
There is lots of flexibility with ad creation
You can build ads with:
◦Single images
◦Multiple images
◦A/B ads
◦Video ads
◦Promote existing posts
◦Promotions/offers
You can target by
◦ Interest
◦ Location
◦ Language
◦ Demographics
◦ Competitor brands
◦ Website visitors
◦ Conversion tracking – the Facebook Pixel
The Facebook Pixel
This is where things get really interesting
Share your web traffic with Facebook and get next level
targeting in return
Lookalike audiences are hugely powerful
Target and re-target across your buying journey
Create messages around specific audiences or content
Facebook compliments other
marketing activities
Thank you
SCOTTP@GIRODILENTO.COM

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Scott purchas facebook advertising an introduction

  • 1. Facebook WHY IT’S A KEY MARKETING TOOL SCOTT PURCHAS
  • 2. Why should I care about Facebook? - It dominates the social media landscape Huge audience size: ◦ 2 billion active users per month ◦ 45 million active UK users By comparison ◦ Instagram 800m active monthly users ◦ Twitter 320m active monthly users ◦ LinkedIn 260m active monthly Whoever your target audience is, you can reach a lot of them on Facebook
  • 3. How can I use Facebook to share content or sell? Two principle paths: Organic content – things you share onto your page Pro’s: ◦ No cost. It’s free to post stuff to your page ◦ You only reach people who like your page already ◦ You only reach a fraction of your audience Con’s: ◦ Your posts will get lost in a sea of content ◦ Facebook are reducing your organic reach (dramatically for some pages) But….. Your organic audience Organic post
  • 4. You’re wasting your time with just organic content
  • 5. Facebook advertising is the most powerful tool I’ve seen in my career
  • 6. Why is Facebook advertising so powerful? - It’s hugely targeted - Media costs are low - It’s a very sophisticated, big-data, algorithm driven platform ….. and that helps you! - Metrics are very transparent – you can see quickly how you’re doing - It’s possible to deliver very substantial click rates and engagement via advertising (sometimes over 50%) You can place key content/products directly in front of people who will be most interested
  • 7. There is lots of flexibility with ad creation You can build ads with: ◦Single images ◦Multiple images ◦A/B ads ◦Video ads ◦Promote existing posts ◦Promotions/offers
  • 8. You can target by ◦ Interest ◦ Location ◦ Language ◦ Demographics ◦ Competitor brands ◦ Website visitors ◦ Conversion tracking – the Facebook Pixel
  • 9. The Facebook Pixel This is where things get really interesting Share your web traffic with Facebook and get next level targeting in return Lookalike audiences are hugely powerful Target and re-target across your buying journey Create messages around specific audiences or content