Facebook Advertising

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Presentations from the February 2011 Web Association meeting. Presenters Liz Lewis and Michael Schwabe

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Facebook Advertising

  1. 1. Facebook Advertising<br />Liz Lewis, Heinen’s<br />Michael Schwabe, thunder::tech<br />Moderator – Scott Chapin, DigiKnow<br />
  2. 2. Why Advertise on Facebook?<br />2<br />
  3. 3. 3<br />Source: http://www.onlineschools.org/blog/facebook-obsession/<br />
  4. 4. 4<br />Source: http://www.onlineschools.org/blog/facebook-obsession/<br />
  5. 5. 5<br />So Why Advertise on Facebook?<br />
  6. 6. 6<br />Because your Customers are there!<br />
  7. 7. Reaching Out To your Fans<br />Liz Lewis, Heinen’s<br />7<br />
  8. 8. Heinen’s on Facebook<br />Launched Facebook page in December 2009<br />7300 fans (as of 2/17) gained through a combination of:<br />Organic growth<br />Cross-promotion on e-mail/web<br />Paid Facebook ads<br />8<br />
  9. 9. Fan Growth – Heinen’s Facebook Page<br />9<br />
  10. 10. Heinen’s Use of Facebook Ads<br />Six ad campaigns on Facebook since Jan. 2010<br />Lifetime ad spend: $3500<br />Lifetime stats:<br />14 million ad impressions<br />70% “social” impressions<br />5496 clicks<br />2255 direct “likes” from ad alone<br />$.63 cost per click<br />$.24 cost per thousand impressions<br />10<br />
  11. 11. Heinen’s Use of Facebook Ads<br />Six ad campaigns on Facebook since Jan. 2010<br />Lifetime ad spend: $3500<br />Lifetime stats:<br />14 million ad impressions<br />70% “social” impressions<br />5496 clicks<br />2255 direct “likes” from ad alone<br />$.63 cost per click<br />$.24 cost per thousand impressions<br />Ads = gain of 3810 fans at $.90/per acquired fan<br />11<br />
  12. 12. Setting up a Facebook Ad<br />You can publicize a page, event or external URL<br />12<br />
  13. 13. Setting up a Facebook Ad<br />13<br />
  14. 14. Setting up a Facebook Ad<br />If your goal is to build your fan base, make sure to target people who are not fans<br />14<br />
  15. 15. Setting up a Facebook Ad<br />Facebook will lower your bid for you as appropriate<br />15<br />
  16. 16. Before starting, keep in mind…<br />Facebook ad performance is just over half that of traditional Internet banner ads, at 0.050% CTR<br />CTR can drop to .0200% within the first few hours for highly targeted ads<br />Ad burnout takes place within 72 hours<br />Facebook pulls ads from rotation when they stop generating clicks<br />Source: Webtrends, Facebook Advertising Performance, Benchmarks and Insights, 2011<br />16<br />
  17. 17. Key learnings<br />Establish goals upfront<br />Target ads appropriately<br />Test, test, test<br />17<br />
  18. 18. Establish goals upfront<br />What are you trying to accomplish?<br />Reach more fans that are current customers<br />Find potential customers in emerging markets<br />Advertise your website or event<br />Set a reasonable CTR in line with Facebook performance<br />18<br />
  19. 19. Target ads appropriately<br />Try targeting your best current demographic, as non-performing ads are pulled quickly<br />Look at Facebook Insights – how does the demographic compare?<br />Non-fan friends are often great targets for building the fan base – exposure will increase as new fans are added<br />19<br />
  20. 20. Testing Facebook Ads<br />Run multiple versions of creative – copy, photo, etc. – in one campaign to determine the top performer<br />Most successful ad can be used in a longer-term, CPM campaign – but keep in mind 72-hour burnout<br />20<br />
  21. 21. Liz Lewis<br />E-Marketing Specialist<br />llewis@heinens.comhttp://www.linkedin.com/in/lizlewis<br />21<br />
  22. 22. Marketing on Facebook<br />Michael Schwabe, thunder::tech<br />22<br />
  23. 23. Integrating Facebook Into Your Marketing Mix<br />Determine if:<br />Your target demographic is on Facebook<br />You can mix your SEO and PPC efforts with Facebook or should Facebook stand alone<br />You can dedicate budget, even on a trial basis<br />23<br />
  24. 24. Making Facebook Advertising Work<br />There is no magic bullet<br /><ul><li>To advertise on Facebook is to compete on Facebook
  25. 25. Friends, groups, other ads</li></ul>Flexible payments<br /><ul><li>Pay per click or Pay per impression</li></ul>You can be highly targeted in placement of advertising<br /><ul><li>Males, 24-35, interests: cars, racing, engines</li></ul>24<br />
  26. 26. How Does Facebook Know?<br />Facebook knows more about your audience than Google!<br />25<br />
  27. 27. An Agency Approach<br />Ads must:<br /><ul><li>Mix with other marketing messages
  28. 28. Be monitored and adjusted regularly</li></ul>Determine effectiveness of images and words<br />Set up each account as an individual account<br /><ul><li>Private, offers transparency to client</li></ul>Consider supporting ads with custom landing pages and HTML, JavaScript and CSS programming<br />26<br />
  29. 29. Example Time!<br />27<br />
  30. 30. Example Time!<br />28<br />
  31. 31. Example Time!<br />29<br />
  32. 32. Example Time!<br />30<br />
  33. 33. Example Time!<br />31<br />
  34. 34. Michael Schwabe<br />Account Manager<br />michael.schwabe@thundertech.comhttp://www.linkedin.com/in/michaelschwabe<br />32<br />
  35. 35. Questions?<br />Liz Lewis<br />llewis@heinens.com<br />Michael Schwabe<br />michael.schwabe@thundertech.com<br />33<br />

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