62 Bad-Ass Facebook PPC Segments& Why You Should Care

www.aimClearBlog.comMarty Weintraub: President aimClear

SEMpdx, Portland, OR3-09-2010

@aimClear

The Impending Social PPC Revolution

2007

Today’s Program

• FB Statistics Update & Implications• Why FB (PPC Is to SEO) as (Organic is to Google)• Difference Between Direct Response & Branding• What Are Micro-Demographics• Guerilla Tutorial How-To Place FB Ads

Deck Take-Aways

• Not Being In FB Paid Search is Negligent• Could be Considered Analogous to SEO• It’s (Like) Half The Internet• Subtle &Obvious Intent Matters, Realistic KPIs• Brand to Informational Social Segments• Sell By Direct Response When Appropriate• NOT ALL ‘NET MARKETING IS DIRECT RESPONSE!

• Don’t Rule Out B2B, Tons is FB Social Segments• Test Various Micro-Demographic Nodes & KPIs• Compare Outstanding CPM & Accountability• Get Ready For Future Demographic Segment

Layers• DO Try This At Home• Seed Viral w/ Social PPC, Gift That Keeps on Giving

Deck Take-Aways

Facebook is Almost Unimaginable• Well-Laid Play For Internet Domination

Massive Walled Garden Parallel Internet

• Closed Loop Members-Only (Over 400 Million ACTIVE Users)• 200 Million Users Login - Every Day – 60 Million Status Updates• 3 Billion Photos Monthly• 5 Billion Content Blocks, Blog Posts, News Stories, Links Weekly• More than 20 million people become fans of Pages each day• Pages have created more than 5.3 billion fans

Facebook’s Stunning“More Than” Statistics

• 100 million Active Users Accessing via Mobile• 1 Million Developers & Entrepreneurs 180 Countries• 70% of Facebook Users Engage w/ Apps’• 60 million Facebook Users Engage Via Facebook

Connect on External Websites Every Month• Cool Stuff to Search

Threatens Google’s Traffic Dominance

I’m A Search Marketer and I Smell Red Meat

No External Search Engines Allowed!

Only Facebook Internal “Search”

• FB is NOT a Search Engine• Facebook “Search” has Always Kinda’ Sucked• People, Groups, Fan Page, Apps’, Page & Events• Decent For What It Does• Some Slightly Associated Bing Results• Google “Facebook Ranking Factors – aimClear Blog

Problems & Opportunities For Brands

NON SERPs• Present Huge Problem for Brands• Worse Situation Than Google SEO• Even Less Control, Limited Visibility• Incredibly Easy to Be Mostly Invisible• Organic Participation Not Enough• Screwed = Next Frontier Opportunity

• •

Fundamental Premise of Search

• Research Customers’ Search Patterns• Market (Organic/Paid) to SERPS for Queries• Lateral Stemming Thesaurus Tools “Caterer” =

“Catering” = “Food Service” = “Wedding Panning” = “Bar mitzvah Cake”

• Not Earth Shaking News• Some Keywords Indicate “Intent,” Others Not• Big Deal = When to Brand & When to Sell• Ask Where Customers Are in Purchase Funnel

Social PPC Is Not “Search” Marketing

• Highly Targeted Walk-By Traffic• Seriously Effective, Wielded Properly• Targeted to FB’s “Social Graph”• Social Segments Also Can Betray Intent• Analogous to Content Network & Other Display

Where Do The Ads Show Floyd?

replace

How Does Facebook PPC Target?

http://www.facebook.com/help/?page=861#!/help.php?page=863

Location Targeting, Age & Birthday, Education, Connections, Friends of Connections

Get Started

Get Used To #PPC Social Targeting

Review: What Is a Social Segment?

Landing Page URL

Landing Page URL

Target to Social Graph

Target to Social Graph

Females 17-24, In a Relationship

Females 17-24, In a Relationship

Personal Interests

Personal Interests

Create Ad

Set Budget

Review Ad

What The Hay Are We Talking About?

Hey, There aint No b2b Stuff…?

Segment Size Vs. Impressions

880.00

16920.00

17660.00

19160.00

23640.00

27140.00

43780.00

48400.00

58100.00

72220.00

80380.00

91680.00

104900.00

136020.00

138760.00

147420.00

147780.00

172320.00

178340.00

297260.00

302120.00

310200.00

382180.00

527240.00

527240.00

582680.00

652920.00

1029180.00

1123400.00

1388640.00

1452860.00

1710580.00

2029460.000.00

500000.00

1000000.00

1500000.00

2000000.00

2500000.00Segment Size vs Impressions

Segment Size

Impr

essio

ns

GEEZ I Said b2b!

Social Segment Totals

23,024,580 User Units

Deck Take-Aways

• Not Being In FB Paid Search is Negligent• It’s (Like) Half The Internet, No SEO• Subtle &Obvious Intent Matters, Realistic KPIs• Brand to Informational Social Segments• Sell By Direct Response When Appropriate• NOT ALL ‘NET MARKETING IS DIRECT RESPONSE!

• Don’t Rule Out B2B• Test Various Micro-Demographic Nodes & KPIs• Compare Outstanding CPM & Accountability• Get Ready For Future Demographic Segment

Layers• DO Try This At Home• Seed Viral w/ Social PPC, Gift That Keeps on Givin

Deck Take-Aways

Traffic in Waves

Thank You!

www.aimClearBlog.comMarty Weintraub: President aimClear

SEMpdx, Portland, OR3-09-2010

@aimClear