Facebook PPC Advertising

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Facebook PPC Advertising

  1. 1. Maximum Conversions for Facebook PPC David Szetela Clix Marketing http://szetela.me
  2. 2. Download My Book <ul><ul><li>http://ClixMarketing.com/CustomersNow </li></ul></ul>
  3. 3. Why Facebook Is Great PPC <ul><li>400 Million Customers </li></ul><ul><li>Relatively low competition </li></ul><ul><li>Insanely great targeting capabilities </li></ul>
  4. 4. Getting Started <ul><li>Go to http://www.facebook.com/advertising/ </li></ul><ul><li>Don’t log into Facebook – we suggest creating an account that is separate from your Facebook Profile. </li></ul><ul><li>Click on the “Create an Ad” button </li></ul>
  5. 5. Getting Started
  6. 6. Start with an Ad
  7. 7. Start with an Ad
  8. 8. Specify Targeting
  9. 9. Geographic Targeting
  10. 10. Geographic Targeting
  11. 11. Demographic Targeting
  12. 12. Likes and Interests
  13. 13. Set Budgets and Bids
  14. 14. Create Account Details
  15. 15. 2 Emails Later…
  16. 16. Main PPC Web Interface
  17. 17. Implement Conversion Tracking
  18. 18. Implement Conversion Tracking
  19. 19. Campaign Performance – Web Interface
  20. 20. Conversion Performance – Reports
  21. 21. Conversion Performance – Reports <ul><li>Post-Impression: conversions that result from people seeing the ad but not necessarily clicking on it </li></ul><ul><li>Post-click: conversions that result from people clicking on the ad </li></ul>
  22. 22. Demographic Report
  23. 23. Responder Profile Report
  24. 24. Hyper-Target Ad/Landing Page Combinations
  25. 25. Targeting Roulette Players in Swanage
  26. 26. Roulette/Swanage Landing Page May 11, 2010
  27. 27. Blackjack/Bournemouth Landing Page May 11, 2010
  28. 28. More Resources <ul><li>Facebook Ad Help Files </li></ul><ul><li>Facebook Ads Fan Page - http://www.facebook.com/FacebookAds </li></ul>
  29. 29. Ads at the Top of Gmail
  30. 30. Ads at the Top of Gmail <ul><li>Put this in a Placement ad group: mail.google.com, Inbox Top Center </li></ul><ul><li>Watch this video: http:// www.youtube.com/watch?v=NItbmssVqoY (wait until the end) </li></ul>
  31. 31. New Conversion Optimizer Features
  32. 32. View-through Conversions <ul><li>VTC = conversions that occur after banner ad has been viewed but not clicked. </li></ul><ul><li>Clix estimate: 50% accurate </li></ul>
  33. 33. May 11, 2010
  34. 34. May 11, 2010
  35. 35. Focused Change History <ul><li>Opportunities->More Tools </li></ul>
  36. 36. May 11, 2010
  37. 37. New AdWords Keyword Tool
  38. 38. New AdWords Keyword Tool
  39. 39. New AdWords Placement Tool
  40. 40. New AdWords Placement Tool
  41. 41. AdWords Sitelinks Ads
  42. 42. SiteLinks <ul><li>Up to four links below ad </li></ul><ul><li>Ads must meet “Certain Quality Criteria (i.e., position #1) </li></ul><ul><li>Appears automatically for qualified campaigns </li></ul><ul><li>Google claims “30% average increase in clickthrough rate” </li></ul>
  43. 45. New AdWords Graphs
  44. 46. New AdWords Graphs
  45. 47. New AdWords Graphs
  46. 48. Maximum Conversions for Facebook PPC David Szetela Clix Marketing http://szetela.me

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