michael behrens
Post on 18-Dec-2014
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Facebook Ads: More than Just Likes?
AllFacebook Marketing Conference#AllFacebook
Search Geek Excited about Facebook
• 14 Years @ WebMetro, Online Marketing Agency with a strong focus on SEM
• Over $100,000,000 in Online Media Management
• A recently converted naysayer of Facebook PPC for direct response. It really works at scale.
Direct Marketing Success
Lead Generation CPL 46% lower than search and 45% more leads.
Lead Generation CPC 16% lower than Google anddouble-digit conversion rates matching or beating search.
Lead Generation Conversion count 93% better than Bing.
Ecommerce Return on advertising spendbeats Google Display Network by 18%.
Ecommerce Within 2 months, revenue from Facebook increases 177%. In 2 more months, revenue increases another 31%.
Apparel Beauty Education Health & Medical Retail Travel &
Tourism Weddings
Creating an Audience
DEMO/GEO/ETC• Female• 27-30• College graduate• Working professional• Urban/suburban• In a committed relationship
AFFINITY/INTERESTS/LIKES• Fast fitness• Forward fashion• Business tips and advice• Gourmet food/wine• Destination travel• Education-related charities
Will it Work for your Brand?
Targeting Methods
Research Foundations
Illnesses
Awareness and Support
Groups
Non-Fans
Wheelchair Sports
CTR & CPC
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012$0.00
$0.10
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$0.30
$0.40
$0.50
$0.60
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$0.90
$1.00
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
0.16%
CTR CPC CPM
Suggested Bid vs. Actual CPC
Actual CPC
68% lower than bidActual CPC
57% lower than bid
Actual CPC
32% lower than bid
Power of Creative/Ad Tactics• Headline ( be aggressive, bold)• Use images with a clear, uncluttered subject that
align with interests and the ad copy • Bold and relevant images to your audience• Image borders (tactical – but really works!)
• Company logo ads – it depends• Creative fatigue – be fresh (but not too fresh)
Good → Better → Best
9% Improvement
in CTR
4% Improvement
in CTR
13% Improvement
in CTR
26% Improvement
in CTR
Landing Page Test
Conversion rate for Facebook is 110% better than external page.
Facebook Delivers ROI
Tapping into the proven best practices of optimization from search can be a great catalyst to Facebook ROI
1. Segmentation (Audience Creation)2. Quality Score/CPC Optimization through Creative
Testing3. Landing Page Testing by Audience and
Inside/Outside FB
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