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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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