introduction to facebook advertising

Facebook Advertising

Esoftskills.com / adamkcoaching.com

Facebook Statistics: http://www.zoomsphere.com/

Facebook Objectives

• Personal page (connect with Family & friends)

• Business page (connect with customers)

• Win new business

• Run events/ competitions

• Market research

Business Page V’s Personal Page

• Personal BusinessLimit of 5000 friends Unlimited fansNo SEO SEO friendly

One profile Multiple fan pages

No analytics Analytics & Insights

Private Public

Facebook Timeline"Timeline gives you an easy way to rediscover the things you shared, and collect your most important moments. It also lets you share new experiences, like the music you listen to or the miles you run."

Setting up a business page (http://www.facebook.com/pages)

Business Page Features

• Banner: 851pix X 315 pix• Smaller 250pix X 250pix • Pin a post (the post is top of page for 24 hours)• Star a post (expands the post wide screen)• Schedule posts • Sponsored posts • Edgerank Algorithm (determines how often your content

appears in friends/ fans news feeds)

Edgerank (Facebook Algorithm)

Photos and Videos get the most views (Put a comment onall video/ photo to give relevance)

5 forms of Facebook Advertising

1 Facebook advertisement:

• (www.facebook.com/advertising)• Right hand side of new feed• No Social engagement (like) just url)• Direct to website of Facebook page

Facebook Advertising cont …

2: Sponsored Stories:

Once someone engages with you

Ad this creates a sponsored story

Higher click through due to “Social proof”


3: Promoted Posts:

Select your Facebook page

Then Select page posts

Promoted post Vs Sponsored Story … courtesy of www.seomoz.org & reference

Nielsen Study


4: Sponsored app:

If your business has an app on Facebook, you can promote this app in exactly the same manne as you would your URL or facebook page


• 5 Sponsored Event:• The last form of traditional advertising you can do on Facebook is a

Sponsored Event. Here you can increase the attendance of your event by showing the ad to people who are likely to sign up for your event.

N.B - New Feature:

• Sponsored Results:• Marketers can now sponsor results in the search bar on Facebook. By

sponsoring a result, when people search for certain profiles that you've bid on, your page, app, or event will appear in search results.

• Use Power Editor: http://www.facebook.com/ads/manage/campaigns/

The future of Facebook Advertising

• Retargeting

• With Facebook Exchange, advertisers can now use Facebook ads for retargeting people who view their website. These ads appear in the right side of a Facebook profile instead of in the news feed as Sponsored Stories. These ads cannot be created in the Facebook ads platform or the Power Editor; advertisers work with a third party DSP or retargeting agency. Facebook has partnerships with many of these, making it easy for advertisers to use this form of marketing. Advertisers place a pixel on their website, dropping a cookie on each viewer who visits their website. These people are then "retargeted" with ads on their Facebook profiles from the company.

Engagement: Facebook Questions

• Study (ref: Hubspot): of 10,000 most popular FB pages and over 1.2m posts

Engagement: Facebook Photos

• 300 million photos uploaded each day

• Instagram is up over 1100%

• A study of 8,800 Facebook pages: Photos on FB received more than 53% more likes that a

post

Comments per photo VS per post was 104% higher

Sucessful Facebook Campaigns

Successful Facebook Campaigns

Nestle Facebook Campaign – be careful!

Facebook Insights

• You need 30 likes to activate insights

• Insights will tell you:– The best time of day to post– The best day of the week to post – What type of content is most popular

Facebook Insights cont …

• You can filter your posts based on their virality using:

• all post types• posts• photos• links• videos• platform posts• questions

NB: This is useful if you want to know the success of a certain post (i.e. a video you posted recently)


• If you click ‘Likes’ you’ll be able to see the demographics as well as the locations of your fans.

•


• Reach:

• It’s all very good and well that you have a Facebook fan page, but how much of your content is actually reaching your fans? Who is talking about your page? Are any of your fans referring your page to others or sharing your images with their friends?

• This section helps you see your page views and unique visitor views (those who searched for you as opposed to clicking on the Facebook ad). You’ll also be able to see your reach in terms of organic searches, paid and viral searches


• The Talking About This section can also provide valuable data about who is talking about your page – this includes demographics and percentages of people in different age groups.

• The important thing to learn from this data is to understand how your content trends over time. You may find that it takes some time for your content to “lift” and reach many people. This can be very helpful when planning promotions and other time sensitive initiatives.

If you are looking for an additional revenue stream or looking to replace an executive salary through online entrepreneurship, please check this video:

http://adamkcoaching.com/

Or if you would like an online resource for personal and professional development check my blog and training courses at:

www.esoftskills.com

introduction to facebook advertising

Marketing