62 bad-ass facebook ppc segments & why you should care marty weintraub: president aimclear...
TRANSCRIPT
![Page 1: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/1.jpg)
62 Bad-Ass Facebook PPC Segments& Why You Should Care
www.aimClearBlog.comMarty Weintraub: President aimClear
SEMpdx, Portland, OR3-09-2010
@aimClear
![Page 2: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/2.jpg)
![Page 3: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/3.jpg)
The Impending Social PPC Revolution
2007
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Today’s Program
• FB Statistics Update & Implications• Why FB (PPC Is to SEO) as (Organic is to Google)• Difference Between Direct Response & Branding• What Are Micro-Demographics• Guerilla Tutorial How-To Place FB Ads
![Page 5: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/5.jpg)
Deck Take-Aways
• Not Being In FB Paid Search is Negligent• Could be Considered Analogous to SEO• It’s (Like) Half The Internet• Subtle &Obvious Intent Matters, Realistic KPIs• Brand to Informational Social Segments• Sell By Direct Response When Appropriate• NOT ALL ‘NET MARKETING IS DIRECT RESPONSE!
![Page 6: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/6.jpg)
• Don’t Rule Out B2B, Tons is FB Social Segments• Test Various Micro-Demographic Nodes & KPIs• Compare Outstanding CPM & Accountability• Get Ready For Future Demographic Segment
Layers• DO Try This At Home• Seed Viral w/ Social PPC, Gift That Keeps on Giving
Deck Take-Aways
![Page 7: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/7.jpg)
Facebook is Almost Unimaginable
• Well-Laid Play For Internet Domination
![Page 8: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/8.jpg)
Massive Walled Garden Parallel Internet
• Closed Loop Members-Only (Over 400 Million ACTIVE Users)• 200 Million Users Login - Every Day – 60 Million Status Updates• 3 Billion Photos Monthly• 5 Billion Content Blocks, Blog Posts, News Stories, Links Weekly• More than 20 million people become fans of Pages each day• Pages have created more than 5.3 billion fans
![Page 9: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/9.jpg)
Facebook’s Stunning“More Than” Statistics
• 100 million Active Users Accessing via Mobile• 1 Million Developers & Entrepreneurs 180 Countries• 70% of Facebook Users Engage w/ Apps’• 60 million Facebook Users Engage Via Facebook
Connect on External Websites Every Month• Cool Stuff to Search
![Page 10: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/10.jpg)
Threatens Google’s Traffic Dominance
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No External Search Engines Allowed!
![Page 13: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/13.jpg)
Only Facebook Internal “Search”
• FB is NOT a Search Engine• Facebook “Search” has Always Kinda’ Sucked• People, Groups, Fan Page, Apps’, Page & Events• Decent For What It Does• Some Slightly Associated Bing Results• Google “Facebook Ranking Factors – aimClear Blog
![Page 14: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/14.jpg)
Problems & Opportunities For Brands
NON SERPs• Present Huge Problem for Brands• Worse Situation Than Google SEO• Even Less Control, Limited Visibility• Incredibly Easy to Be Mostly Invisible• Organic Participation Not Enough• Screwed = Next Frontier Opportunity
• •
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Fundamental Premise of Search
• Research Customers’ Search Patterns• Market (Organic/Paid) to SERPS for Queries• Lateral Stemming Thesaurus Tools “Caterer” =
“Catering” = “Food Service” = “Wedding Panning” = “Bar mitzvah Cake”
• Not Earth Shaking News• Some Keywords Indicate “Intent,” Others Not• Big Deal = When to Brand & When to Sell• Ask Where Customers Are in Purchase Funnel
![Page 16: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/16.jpg)
Social PPC Is Not “Search” Marketing
• Highly Targeted Walk-By Traffic• Seriously Effective, Wielded Properly• Targeted to FB’s “Social Graph”• Social Segments Also Can Betray Intent• Analogous to Content Network & Other Display
![Page 18: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/18.jpg)
replace
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How Does Facebook PPC Target?
http://www.facebook.com/help/?page=861#!/help.php?page=863
Location Targeting, Age & Birthday, Education, Connections, Friends of Connections
![Page 20: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/20.jpg)
Get Started
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Get Used To #PPC Social Targeting
![Page 22: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/22.jpg)
Review: What Is a Social Segment?
![Page 23: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/23.jpg)
Landing Page URL
![Page 24: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/24.jpg)
Landing Page URL
![Page 25: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/25.jpg)
Target to Social Graph
![Page 26: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/26.jpg)
Target to Social Graph
![Page 27: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/27.jpg)
Females 17-24, In a Relationship
![Page 28: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/28.jpg)
Females 17-24, In a Relationship
![Page 29: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/29.jpg)
Personal Interests
![Page 30: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/30.jpg)
Personal Interests
![Page 31: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/31.jpg)
Create Ad
![Page 32: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/32.jpg)
Set Budget
![Page 33: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/33.jpg)
Review Ad
![Page 36: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/36.jpg)
Segment Size Vs. Impressions
880.00
16920.00
17660.00
19160.00
23640.00
27140.00
43780.00
48400.00
58100.00
72220.00
80380.00
91680.00
104900.00
136020.00
138760.00
147420.00
147780.00
172320.00
178340.00
297260.00
302120.00
310200.00
382180.00
527240.00
527240.00
582680.00
652920.00
1029180.00
1123400.00
1388640.00
1452860.00
1710580.00
2029460.000.00
500000.00
1000000.00
1500000.00
2000000.00
2500000.00Segment Size vs Impressions
Segment Size
Impr
essio
ns
![Page 38: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/38.jpg)
Social Segment Totals
23,024,580 User Units
![Page 39: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/39.jpg)
Deck Take-Aways
• Not Being In FB Paid Search is Negligent• It’s (Like) Half The Internet, No SEO• Subtle &Obvious Intent Matters, Realistic KPIs• Brand to Informational Social Segments• Sell By Direct Response When Appropriate• NOT ALL ‘NET MARKETING IS DIRECT RESPONSE!
![Page 40: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/40.jpg)
• Don’t Rule Out B2B• Test Various Micro-Demographic Nodes & KPIs• Compare Outstanding CPM & Accountability• Get Ready For Future Demographic Segment
Layers• DO Try This At Home• Seed Viral w/ Social PPC, Gift That Keeps on Givin
Deck Take-Aways
![Page 41: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/41.jpg)
Traffic in Waves
![Page 42: 62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR 3-09-2010 @aimClear](https://reader035.vdocuments.mx/reader035/viewer/2022062518/56649e365503460f94b260d9/html5/thumbnails/42.jpg)
Thank You!
www.aimClearBlog.comMarty Weintraub: President aimClear
SEMpdx, Portland, OR3-09-2010
@aimClear