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Why Facebook?

• 900 million users

• Facebook = the future of advertising

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demographics + psychographics

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7:46

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That’s 15.5 minutes the average

American spends on Facebook

every single day…

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7 Reasons to Advertise

on Facebook

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1. Reach

• 51 percent of Internet users

• Huge number of every group

• Engage them in a variety of ways

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2. Precision targeting

• Location (ZIPs, area code, etc.)

• Age and birthday

• Education (e.g. Michigan State class of

’05)

• Connections

• Demographics

• Interests

• Relationship statushttp://fun-factory-store.net/blog/

3. Cost control

• Advertisers (you) control how much you

spend for each campaign

• Budgets can be very low

• Better targeting = less wasted spend

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4. Cost efficiency

• Precision = efficiency

• FB’s measurability means you can

keep driving down your cost per click

• Dollar for dollar, there’s no better way to get the word out with relevancy

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5. Simplicity

• Great UI makes setup a breeze

• Much easier than Google AdWords

• No PPC experience required

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6. Interests targeting

• Ads are much more likely to perform better

when you target smaller, specific groups of

people!

• Display ads to the people who are most likely

to be interested in your product or service

• Customize your ad so it’s more appealing to

the audience you’re trying to reach

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7. A/B testing

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8. Friends-of-fans targeting

• 68% of FB users say a friend’s referral would

increase their chances of purchasing

• Advertise to the friends of your fans

• People viewing your ad will see that

someone they know is already a fan of your

brand …

• SOCIAL PROOF IS POWERFUL STUFF!

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Best Practices

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Create an awesome page!

• Make it visually appealing

• Include freebies and offers if appropriate

• Be ready to engage

• More engaged fans means you can more

fully leverage FB’s advertising capabilities

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Do your research

• Take advantage of targeting!

• Use Alexa or Quantcast for insights

• Find out who your general demographic is

(even if you think you already know)

• What other websites do they frequent?

• Search on YouTube for your keywords

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Example

• Women

• Professional

• Ages 30–35

• Live in Bay Area

• Drive a Toyota

• Like Oprah

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Tell them what to do

Include a clear action you want your audience to take in the body text of your ad

– “Learn more”

– “Join us”

– “Click here”

– “Enter your email address”

– “Buy now”

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Appeal to self-interest

Highlight any benefits, sales or

similar specials that your

business is offering

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Use eye-catching imagery

Always:– Uncluttered

– Evocative

– NOT STOCK

– Relevant

Consider:– Close-ups

– White background

– Branded

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Use time prompts

Create a sense of urgency to encourage

immediate action:– “Today”

– “Act now”

– “Offer ends…”

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Pique their curiosity

Asking questions higher CTR

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Test multiple offers

• Coupon

• “Like” your page

• Event invitation

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Use sentence fragments

• Keep sentences short + choppy

• Fragments add urgency, quicken pace of

reading, aid comprehension

• “Great gifts. Half price. Great Deal. Buy

now!”

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Use smart bidding strategies

• Start with CPM – Facebook gets paid!

• Start within the bid estimate they

recommend

• Start with a budget of at least $50/day

to make sure you don’t get lost

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Land in the right spot

• Message match!

• Conversion focus

• Ideally drive to a Facebook page

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Track your results

• Keep your eye on your analytics!!!

• Look for decent click through rate

(≥ 0.02%)

• Lower than 0.02% CTR after 1000

impressions? Pause your ad and start over

• Run up to 10 ads at a time, pick a winner and

pause the rest – ALWAYS SPLIT TEST!

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Show restraint

• Facebook doesn’t want you to stick out like a

sore thumb

• People aren’t necessarily in a buying mind-

set…be gentle with them

• Focus on the longer term “conversation”

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Don’t give up too easily

• Does your ad stink? (Be honest)

• Does your image stink?

• Have you split tested?

• Facebook advertising has worked for almost

every industry at this point – it’s about

having the right strategy

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Frequently Asked Questions

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Why not Adwords?

• Not an either/or situation!

• Advantage Facebook: brand building or for

products that a specific demographic always

wants

• Advantage Google: you have a product that

people need when they need it

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Which markets are succeeding?

Source: TBG Digital

1. Food and drink

2. Beauty and fitness

3. Retail

4. Home and garden

5. Non-profit orgs

6. Travel

7. Computers and

electronics

8. Internet and telecom

9. Games

10. Entertainment

11. Automotive

12. Directories

13. Job and education

Click-through rate leaders by industry:

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