how facebook ads give small businesses maximum exposure
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How Facebook Ads Give Small Businesses Maximum Exposure
Hosted by:Krys VanSlyke, Sr. Manager Social Media, G/O
DigitalBrian Neal, Client Partner, Facebook
Facebook brings businesses and people together
Krys Vanslyke | Brian Neal | June 11, 2014
People like you are using Facebook to find customers and grow sales
• 25 M businesses with Pages
• 1M advertisers
• Proven results
Digital
TV
Radio
Print**
Other
29.6%
40.9%
14.9%
7.7%
7.0%
43.60%
37.40%
11.90%
4.50%
2.80%
Share of Time Spent per Day with Major Media US Adults 2010-2013
2015
2012
Your customers spend more time than ever in digital channels
Source: eMarketer, July 2013**offline reading only
Your customers are likely Facebook regulars
Every day. Every month.
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013
128Mpeople daily
of monthly active users return daily72%
101Mpeople daily on
mobile
179Mpeople monthly
74%of internet users inthe US
That’s
142Mpeople monthly
on mobile
58%of mobile phone users in the US
That’s
Your customers likely spend more time on Facebook than on other online destinations
Facebook Instagram Google YouTube Twitter Pinterest
30.5
11.1
7.3 7.2 6.4
3.1
11.3
0.7
4.1
8.5
0.7 0.5
Mobile Time Spent
Avera
ge d
aily m
inute
s per
use
r
Source: Data calculated from comScore Key Measures and Mobile Metrix US, July 2013
21%of total mobile
time spent
Facebook and Instagram are
Time spent on mobile & desktop (US)
Source: Vision Critical, June 2013 (based on interviews with 5,657 consumers in the US, Canada and the UK)
Facebook inspires purchases
38%of respondents havemade a purchase as
aresult of a share
or like
30%in-store
29%online
Drive higher returns for your business
Source: Datalogix, June 2012
>3x
Over 70% of campaigns had
a
return on ad spend >5
xand over 49%
of them had a return on ad spend
Let’s start with your goals
Facebook is designed to meet your primary marketing goals
Bring people to your business
Build awareness of your business
Increase website clicks or
conversions
Use Facebook to bring more people to your business
Follow these steps to build a bigger business presence on Facebook
Complete your Page
Create Content
Advertise Measure
Complete your Page to promote your businessPage profile infoCover photo of the outside of your business
Invite customers, friends, family and email contacts
Use Facebook store signage www.facebook.com/business/signage
Create Content Advertise MeasureComplete Page
Profile data helps people find you on Facebook
92%of searches for
local businesses via social are on Facebook1
People search for places, businesses, people and things
Results show an image, street address, hours of operation, and map location
Users can refine results by type, location, friends, etc.
Connections with your Page drive discovery
1Source: Neustar Localeze and 15miles 6th Annual comScore Local Search Usage Study
Create Content Advertise MeasureComplete Page
Profile data gets you discovered on Nearby
1Source: Facebook Internal Data
Create Content Advertise MeasureComplete Page
113MCheck-ins
each month1
Create post content that appeals to customersFun, regular posts encourage customers to visit
your business. Successful advertisers:
• Experiment to learn what works best with their customers. Questions can be a great place to start
• Play on products that are customer favorites
• Use large, colorful photos
• Schedule multiple posts in advance to save time
• Post at least 1-2 times per week
Create Content Advertise MeasureComplete Page
Page Insights
Use information on your audience and posts to improve your ability to reach with customers:
• Measure the number of people reached by posts
• Understand what posts people like the most
• See demographic data about your Page followers
• Plot the time of day your followers are online
• Track new Page Likes
Stay on top of how your Page posts are performing
Create Content Advertise MeasureComplete Page
Your Page posts appear in users’ News FeedsCreate Content Advertise MeasureComplete Page
Page Posts Fans and friends News Feed
Only so many updates can appear in News Feed
Create Content Advertise MeasureComplete Page
Page Posts
Only most relevant content
appears in News Feed
Fans and friends News Feed
Choose your advertising objectiveFacebook advertising is built around your objectives
Create Content Advertise MeasureComplete Page
There are 2 places you can create ads
Your Page
Ads Create Flow:facebook.com/ads/create
Create Content Advertise MeasureComplete Page
facebook.com/ads/create
There are 2 places where you can show ads
News FeedDesktop and Mobile locations
Right ColumnStandard and Homepage
locations
Create Content Advertise MeasureComplete Page
Ads that promote products and build store traffic
Offer ads Page post ads
Promote posts from your Page, containing a photo, video, link or text
TIP: When using photos, keep text overlay to a minimum. Images with more than 20% text will be not be approved
Customers claim the offer on Facebook and receive an email coupon that is presented at your business
TIP: Post offers with images and title that catches a customer’s eye (e.g. 20% off on specific items!)
Create Content Advertise MeasureComplete Page
Page Like ads
Ads that build awareness and event attendance
Event ads
Entice Facebook users close to you to like your Page, so they receive updates about your business
Promote special events designed to bring more people into your business
Create Content Advertise MeasureComplete Page
Choose how you want to target your ads
Data type
Geographic
Interests
Demographic
Lifestyle/life-stage
Application for your ads
Interested in skiing
New parents
iPad user
Food & wine aficionados
In market for entry level car
Ads Targeting Tool
Create Content Advertise MeasureComplete Page
Ads Insights
• View all of your Facebook Ad campaigns in one place
• Make changes to your ad creative, bids and budgets, and pause or restart your ads at any time
• View and export reports customized to your needs
Stay on top of how your ads are performing
Create Content Advertise MeasureComplete Page
facebook.com/ads/manage
Hesselson’sCreate Content Advertise MeasureComplete Page
CHALLENGEHesselson’s, an outdoor retailer in Elmira Heights, NY, needed to boost store sales beyond the holiday season and to increase revenue in the following first quarter. Their goals were to drive in-store sales with Facebook advertising and to achieve a measurable ROI.
SOLUTIONUtilizing G/O Digital’s social advertising platform, Hesselson’s was able to generate leads through Facebook. By leveraging Facebook’s in-store offer ad type and by offering an in-store only promotion, Hesselson’s recognized an increase of $5,500 net sales and 1100% ROI!
“We generated a nice social media buzz, got extra traffic in the store, and sold more product. The offer helped make the campaign a significant success.” --Tom Hesselson, Owner
RESULTS• 257 offers claimed• 60 in-store redemptions • $5,500 in incremental store sales
Molly MaidCreate Content Advertise MeasureComplete Page
CHALLENGEMolly Maid, a house cleaning and maid service business located in the Greater Little Rock area of Arkansas, wanted to utilize the power of Facebook advertising to generate new leads and coupon redemptions by promoting a special offer through a Facebook advertising campaign.
SOLUTIONUtilizing G/O Digital’s social advertising platform, Molly Maid was able to generate leads through Facebook. Within the first two weeks, the company received over 145,000 ad impressions, 273 offer claims, and six in-store redemptions. After just a month, the campaign resulted in total revenue of $2,147 – a 199% ROI.
“While we were performing our Facebook campaign with G/O Digital, we found that it outperformed a radio campaign we were running simultaneously. We had more calls, and generated more revenue from the Facebook campaign during the same period.”-- Michael Silva-Nash, Executive Vice-President
RESULTS• 273 offer claims• 2.9% conversion rate• $2,147 total revenue
Dolce Salon and SpaCreate Content Advertise MeasureComplete Page
CHALLENGEDolce Salon and Spa wanted to leverage Facebook to drive in-store sales and enhance their existing social media presence to build more relevant social media communications.
SOLUTIONDolce Salon and Spa leveraged the G/O Digital local social program, powered by BLiNQ Media, the only social media platform that can automatically expand or reduce its geographic targeting around a business address until it finds the right amount of users for your budget.
RESULTS• 1000 Facebook offers claimed • 109 offers redeemed in-store • $5,000 total revenue
Sacramento WorksCreate Content Advertise MeasureComplete Page
CHALLENGELike many non-profit organizations, Sacramento Works wanted to engage their local clients using social media but had neither the time nor the experience to cultivate a strong following.
SOLUTIONCombining G/O Digital’s social strategy with developing landing pages and sign-up forms within Facebook, helped Sacramento Works receive a higher volume of sign-ups through their online engagement efforts.
“(We) started with 200 fans, and now have 1184. We have a landing page so people can sign up for more information, and we’re getting a lot more requests for services, including 34 submissions for more information in August. The engagement is so important because it keeps people coming back to the page and interacting, whether they’re looking to hire or looking for a job.”--Terri Carpenter, Public Information Officer
RESULTS• 85 qualified leads• 492% growth in Facebook likes• Over 750,000 monthly ad impressions
Get Your FREE Digital Audit Today!http://www.godigitalmarketing.com/local-businesses/local-marketing-
playbook/
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