7 Facebook Ad Secrets to Supercharge Your Business

P re s e n te d b y Dennis Yu: dennis@blitzmetrics.com / @dennisyu

2 Facebook is an addiction Photo by Stewart Quealy

@dennisyu

3

“Don’t you see that the whole aim of Newspeak is to narrow the range of

thought? In the end we shall make thoughtcrime literally impossible, because

there will be no words in which to express it. Every concept that can ever be

needed, will be expressed by exactly one word, with its meaning rigidly defined

and all its subsidiary meanings rubbed out and forgotten. … Every year fewer

and fewer words, and the range of consciousness always a little smaller.

- George Orwell, 1984

@dennisyu

4 @dennisyu

Marketers have unprecedented capabilities in targeting & measurement

5 @dennisyu

1

CUSTOM AUDIENCE TARGETING Let the CAT Out!

Let the CAT out of the bag!

6

Target your opportunities with CAT.

@dennisyu

7 @dennisyu

2

FACEBOOK EXCHANGE (FBX) Remarketing bridges the gap from visitor to customer.

Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business

Recapture users who visited your site, but didn’t enter their zipcode.

@dennisyu

Show your site visitors your ads on the web.

@dennisyu

How Facebook Exchange (FBX) Works:

@dennisyu

11 @dennisyu

3

FACEBOOK SEARCH ADS Go search Facebook for “LogMyCalls”.

Facebook Ad Optimization Tips with Dennis Yu

12

Target people by the companies they work for…

Dental Equipment Manufacturer:

Software Technology Start-Up

@dennisyu

And by job title.

13 @dennisyu

14

311,940 people

who live in the United States who live in New Orleans, LA age 18 and older

40 people

who live in the United States who live in New Orleans, LA age 18 and older who work at Entergy Services, Inc.

Workplace targeting is the most unparalleled feature Facebook marketers have at their fingertips.

@dennisyu

15

Carri Bugbee Social Media Marketing

Strategist/Owner Big Deal PR, Inc.

“You can't get very far starting out on Facebook right now without spending $$ on advertising. It's no longer possible to build critical mass without that. It's pay for play. And depending upon the type of business, you'll probably need to offer deals now and then. FB definitely requires a bigger investment.”

@dennisyu

16 @dennisyu

4

PAGE POST ADS + SPONSORED STORIES COMBO

How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day

17

H o l l y w o o d i s a s k i n g :

“Is Facebook worth it?”

Read the LA Times article here. @dennisyu

18

We analyzed 9 billion page posts over a 60-day period before and after the change.

@dennisyu

19

72% of movies and network TV shows have experienced a drop in the number of people who see their posts.

@dennisyu

20

23% of the biggest studio pages saw a reduction in “engaged” users.

@dennisyu

21

The largest pages lost 45% of their traffic, followed by 36% for medium sized pages.

@dennisyu

22 Facebook Expert Dennis Yu on Breaking Edgerank & Creating Kick-A** Ads

Break Through EdgeRank Organically

@dennisyu

23

What we know for sure: Running ads gives an organic algorithmic boost…

Sponsored Story – Page Likes Sponsored Story – Page Posts

@dennisyu

24

By increasing the organic and viral components.

@dennisyu

25

Nathan Latka Co-Founder, CEO at Heyo

"The best word of mouth comes from tangible

events where consumers connect with your

brand. Use these events as catalysts to drive

social world of mouth and amplify engagement.

@dennisyu

@dennisyu 26

For example, during a live webinar, we ask our

community to engage with us through comments on a

pinned Facebook status update therefore increasing the

reach of the page and PTAT. As follow up, they'll then

vouch for the thought leadership we provide through a

Facebook milestone which serves as world class social

proof for the webinar and the Heyo product."

27 @dennisyu

28

Ali Mostofian Founder | CEO at Orange Marketing:

Digital Marketing and Strategy

“Now you can manipulate any sponsored posts right through your Ads Manager on Facebook! You can change duration, time and also set up your own budget! Just click on boost post on your fan page, choose any budget, go to Ads Manager and edit your ad... Pretty nice and works well!”

@dennisyu

29 @dennisyu

5

NEVER PROMOTE A POST IMMEDIATELY

Why search PPC marketers are short-term thinkers

30

Mari Smith Top Social Media Influencer,

Author, Speaker

You want people to see that interaction is organic,

not have the "sponsored" label. I typically wait a

few hours since the last comment.

@dennisyu

31

How Rosetta Stone optimized from $21 a fan to $1.40 a fan and millions in revenue.

@dennisyu

C A S E S T U D Y

32 @dennisyu

OBSERVATION #1

Use in-line likes.

OBSERVATION #2:

Write short wall posts.

OBSERVATION #3:

Ask questions.

Don’t just make statements.

33 @dennisyu

OBSERVATION #4:

Run your acquisition,

retention, and organic

campaigns at the same time.

Observation #5:

Branding is great,

but revenue is better.

ROI

Awareness: Amplify

what actually works

to engage fans.

Engagement: Once

users are engaged,

collect emails to increase

conversions.

Conversion:

Increasing social

visits to your website

increases sales.

34

Social media is at the top of the funnel, so you are aligning your messaging with the levels of engagement along the way.

@dennisyu

35 @dennisyu

6

LANDING TAB TO COLLECT EMAIL ADDRESSES

36

Dramatically increase conversion rates with this one trick:

@dennisyu

Have a like box next to the button. The world of open authentication is upon us – log in with your Google, Facebook, etc.

37 @dennisyu

Email Has a Counterpart

38

An email list subscriber is a fan. An open rate is newsfeed coverage. A click is a click. A share is a share.

@dennisyu

39 @dennisyu

Tim Ash REALLY LIKES Basecamp

Collect email and user info in one click.

40 The Most Amazing Thing You’ve Never Heard Of On Facebook, If You’re a Direct Marketer @dennisyu

7

OFFSITE PIXEL Track Fan Behavior

41 @dennisyu

Measure the ROI and success of ad campaigns with the offsite pixel.

Create pixels that track

conversions, then add them to the

pages on your website where

conversions happen.

Conversion tracking also helps

show ads to people most likely to

convert off Facebook.

42

How Marketo has seen their Cost Per Lead drop to under $1.

@dennisyu

C A S E S T U D Y

43

Drive Brand Awareness and Thought Leadership

@dennisyu

44 @dennisyu

Micro-target B2B

45

Page Posts Drive Conversions

@dennisyu

46

Drive Higher Quality Actions with Conversion Specs

@dennisyu

47 @dennisyu

Extra Credit

TOP TIPS FROM BLITZ

48

Blitz Tips:

• Search ads run to an iframed page with retargeting.

• Search ads to steal competitor traffic.

• Offsite pixel for CPA bidding.

• Conversion specs used with Optimized CPM to optimize ad delivery for

specific actions.

• Place ads in mobile for maximum engagement.

• Onion Targeting is smart interest multiplication.

• Prune ads with broad category targeting.

• Partner Targeting to run ads based on user’s shopping behavior.

• PTAT to detect competitive ad spend.

• Facebook's Power Editor's special features.

• Target users by the companies they work for and by job title.

49

• Let the CAT out of the bag!

• Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business

• Facebook Ad Optimization Tips with Dennis Yu • How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day

• Is Facebook worth it? Film execs confide they may cut movie ads

• Facebook Expert Dennis Yu on Breaking Edgerank & Creating Kick-A** Ads

• Why search PPC marketers are short-term thinkers • The Most Amazing Thing You’ve Never Heard Of On Facebook, If You’re a

Direct Marketer

A Few Dennis Yu Articles

50

Tips from the Pros: • You can’t get very far on Facebook without spending money on

advertising. It’s pay or play. FB definitely requires a bigger investment. – Carri Bugbee, Big Deal PR

• The best word of mouth comes from tangible events

where consumers connect with your brand. – Nathan Latka, Heyo

• Now you can manipulate any sponsored posts

right through your Ads Manager on Facebook! - Ali Mostofian, Orange Marketing

• Never promote a post immediately. You want people to see that

interaction is organic, not have the “sponsored” label. - Mari Smith, Top Social Media Influencer

51

Grab your copy of our Facebook Training Guide

AND beta Social Dashboard!

Join Blitz at Conversion Conference Chicago! June 11th – 13th 2013

Dennis Yu CEO of BlitzMetrics dennis@blitzmetrics.com @dennisyu