[webinar] facebook ads: you can make them work

Facebook Ads:You Can Make Them Work!

Learn to “Like” Facebook in 25

minutes.

#likeFacebookAds

trada.comtrada.com#likeFacebookAds

Anna Sawyer, Marketing Manager@annafsawyer

trada.com

Chad Hacker,Director of Optimizer Enablement

@trada

FACEBOOK

EVERY DAY

IMPRESSIONS4

Facebook Ads are the most versatile,

targeted way to advertise online. And

they have incredible reach.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

The bottom line:

Challenges with Facebook advertising

(why it’s scary)

Chad Hacker: @trada Anna Sawyer: @annafsawyer

BANNER BLINDNESS

You have to hire a graphic artist to make

all the ad creative.

Targeting is powerful - but how do you get your ads

in front of the right people?

Who sees your ads?

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Connections

Facebook Glossary

The number of individuals who liked your Facebook page, RSVPed to your event, or installed your app within 24 hours of seeing your ad or sponsored story.

Basically, a connection is a conversion.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Reach

Facebook Glossary

The number of individual people who saw your sponsored stories or ads.

Reach can be equated to unique user impressions.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Social Reach

Facebook Glossary

The number of people who saw your sponsored stories or ads because their friends liked your page, RSVPed to your event, or used your app.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Frequency

Facebook Glossary

The average number of times each person saw your campaign's sponsored story or ad.

This is helpful for gauging ad fatigue.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Basic Ad Formats

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Basicads

Links to tab on Facebook page

“Like” ad

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Links to event

Event ad

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Links to application

Application ad

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Links to specified URL

Standard ad

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Sponsored Stories

Chad Hacker: @trada Anna Sawyer: @annafsawyer

SponsoredStories

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Page “Like” Story

Mary-Jane likes your page

Page “Like” Story lets Mary-Jane’s friends know about the like

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Page Post Story

You published a post to your page’s fans

Page Post Story allows this post to show up in more fans’ news feeds

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Page Post “Like” Story

Fidji liked one of your page posts in

the last 7 days

Page Post “Like” Story lets Fidji’s

friends know about post like

Chad Hacker: @trada Anna Sawyer: @annafsawyer

App Used and Game Played Story

Lauryn played/used your app/game

App Used/Game Played Story tells her

friends about this action

Chad Hacker: @trada Anna Sawyer: @annafsawyer

App Share Story

Hayes shared a story from your app in the

last 7 days

App Share Story lets Hayes’ friends know

about the share

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Check-in Story

Lisa checked in or claimed a deal using

Facebook Places

Check-in Story lets Lisa’s friends know

about it

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Domain Story

Mike liked/shared content from your website or pasted a link from your site to

his wall

Domain Story lets Mike’s friends know

about this action

Chad Hacker: @trada Anna Sawyer: @annafsawyer

[WEBINAR]Facebook Ads:

Which Ad Types and Targeting are

for You?

January 19, 2012

The complexity and potential of targeting

There are so many ways to target ads in Facebook, it can be incredibly confusing.

age

apps

interests

timelinecontent

event RSVPs

likes

education

birthday

friends

fans

When choosing targets, focus on two

things:

Narrowing your audience

Thinking outside the box

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Demo and Geo Targeting

Workplace & Education Targeting

Likes and Interest

Targeting

Leverage Targeting Options:

Targeting Overview Segment & Hypertarget

Target by: Favorite TV Shows, Movies, Books, Music, Hobbies, Religion, Political Views

Target by: Country, State, Province City or Zip Code Targeting

Target by: Workplace, Education, Preferred Language

Target by: Gender, Age, Birthday, Relationship Status, Language

800 Million Users

Small number of targeted users

Let’s say you want to sell golf clubs.

Thinking outside the box:

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Nick is an obvious target.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Barbara doesn’t like gold - but she does like the Palm Beach

Country Club.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Chaz doesn’t have the word golf

anywhere on his profile. But he plays golf for a living: he’s a

sales guy.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Yes, you should try the obvious targets. But Facebook’s best advertisers use non-

linear thinking to target ads.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Campaign organization tips

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Let’s compare Facebook to paid search!

Paid Search Facebook

Campaign Account

Ad group Campaign

comparableto

comparableto

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Don’t create campaigns with many different targets and ads. Keep your campaigns small!

Do not put all segmented target

groups in one campaign - as your ads are competing within the campaign.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Prevent ad fatigue, or banner blindness,

by changing ads frequently.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

As soon as click-through rate trends down, submit new content!

Anna Sawyer: @annafsawyer trada.com

[WEBINAR]Facebook Ads:

Which Ad Types and Targeting are

for You?

January 19, 2012

Leveraging standard ads and sponsored stories

Hypertargeting tips

Measure your Facebook ROI

Facebook’s NEW new bidding!

trada.com

Here’s where we take two minutes to show you how

Trada can help you run Facebook advertising...

... and it doesn’t cost any more than if you were to do it

yourself.

Trada has a community of Facebook ads experts and ad creatives (designers) who do

the work for you.

Multiple experts work on your campaign at

the same time.

You get:

Intuitive hypertargeting

Constant optimization

Free ad creative

trada.com

There are no fees to use the Trada-for-Facebook

Marketplace and have access to our certified experts.

You can get started right away!

KP Elements: Trada for Facebook Case Study

KP Elements: Trada for Facebook Case Study

CAMPAIGN STATS:

Unique Ads: 390

Click-Through-Rate: 142% increase

Cost-Per-Click: $0.31 (45% improvement)

“I was spending at least 10 hours a week on Facebook, and it was a nightmare. I ended up paying a

ton of money on clicks that weren’t converting. I decided to abandon it because I figured I

couldn’t crack the code. Trada’s solution solved the problem

almost overnight.”

– Bill D’Alessandro, FounderKP Elements

KP Elements: Trada for Facebook Case Study

For more information or to schedule a Trada demo, email sfox@trada.com

trada.com

@annafsawyerTime for questions!@trada