optimize your facebook advertising
TRANSCRIPT
Starmark
BrandingAdvertising
InteractivePublic Relations
Direct ResponseMobile
SocialAnalytics
Maximizing Your Facebook Ad Buy
eTIP Webinar
STARMARK.COM© 2011 STARMARK
Our Backbone:
Company Founded on Integrated Marketing
Interactive, Social & Public Relations
Return On Investment Focused
Top-10 Diversity Owned Company in Florida
Nationwide Recruitment
Recognized Top South Florida CEO
Includes:
Fort Lauderdale (Headquarters)
San Juan, PR
Orlando, FL
Peggy NordeenCEO
Starmark: 30 Years of Excellence
STARMARK.COM© 2011 STARMARK
• Weekly eTip Newsletters
• Based on Cutting Edge Current Trends
• Co-Authored In-house By Experts Within Discipline
• Ongoing App, Web & Media Testing
• Nationally Syndicated Content
• Industry Benchmarks
• Actionable Webinars
!Starmark eTIPS
STARMARK.COM© 2011 STARMARK
OWNED EARNED
PAID
OWNED EARNED
PAID
INTELLIGENCE
OWNED EARNED
PAID
INTELLIGENCE
OWNED EARNED
PAID
INTELLIGENCE
OWNED EARNED
PAID
INTELLIGENCE
OWNED EARNED
PAID
INTELLIGENCE
The Landscape
STARMARK.COM© 2011 STARMARK
Owned Earned Paid
Media (Re)defined
Source: Forrester Research Inc
Collateral & Direct Response
Web Site//Mobile Site
Blog & Video Content
Social Media Presence
Email Marketing & Lists
Location Marketing
Custom Apps
Three Types of Media
Public Relations
Word-of-Mouth
Speaking Engagements
Awards
Search Engine Optimization
Social Media Discussions
Customer Support
Buzz/Viral
Print Advertising
Advertising Networks
Paid Search
Social Advertising
Co-Op & Advertorials
Sponsorships
Specials & Coupons
Outdoor & Trade Shows
IntelligenceCampaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling
STARMARK.COM© 2011 STARMARK
Maximizing Your Facebook Ad Buy
STARMARK.COM© 2011 STARMARK
Fast Facts
STARMARK.COM© 2011 STARMARK
Benefits of Advertising on Facebook
• Surprisingly Inexpensive
• Targeting Options Nearly Limitless
• Build/Strengthen Relationships
• Encourage Engagement and Interaction
STARMARK.COM© 2011 STARMARK
STARMARK.COM© 2011 STARMARK
Things To Consider First - Destination
Or
STARMARK.COM© 2011 STARMARK
Things To Consider First - Ad & Story Type
• Sponsored Story
• Facebook Ads
STARMARK.COM© 2011 STARMARK
Creative Considerations
STARMARK.COM© 2011 STARMARK
STARMARK.COM© 2011 STARMARK
Targeting
STARMARK.COM© 2011 STARMARK
Targeting
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Campaign Set-up
M18-24
F 18-24
M 25-34
F 25-34
M 35-54
F 35-54
M 55+
F 55+
STARMARK.COM© 2011 STARMARK
Bidding Strategy
STARMARK.COM© 2011 STARMARK
TEST, TEST, TEST and TEST AGAIN
STARMARK.COM© 2011 STARMARK
Testing
• A/B Testing
• Image
• Copy
• Demographics
• Interests
STARMARK.COM© 2011 STARMARK
Measurable Results
STARMARK.COM© 2011 STARMARK
Analysis
STARMARK.COM© 2011 STARMARK
Testing - Results
Female MaleOverall
STARMARK.COM© 2011 STARMARK
Additional Considerations
STARMARK.COM© 2011 STARMARK
• Targeting• Test, Test & Test Again• How Results Can Be Used Elsewhere• “Friends of Connections”• More Than Creative Messaging
Facebook Targeting Summary
STARMARK.COM© 2011 STARMARK
STARMARK.COM© 2011 STARMARK
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Chad FalkMedia [email protected]