Because 10k Likes ≠ 20k Eyes

Facebook Ads

October 2015

@cedorris

May 18, 2012 – Facebook becomes $FB

• Facebook IPO• One of the biggest in Internet history• Considered a “Cultural Touchstone”• Peak valuation over $104 Billion USD

@cedorris

Algorithm Updates Decrease Organic Reach

• Facebook says its about improving user experience• Business owners say it is about making $FB profitable• Either way, the free ride was over

@cedorris

Pay-to-Play Isn’t As Evil As It Seems

• Better ads• Businesses are learning to reach new audiences

• The Newsfeed is getting better

@cedorris

Facebook Ads: Cheap and Powerful

• Some of the BEST demographic and psychographic data on the planet

• A fraction of the cost vs. Google AdWords or Bing Ads (Yes, I said Bing)

• Huge audience• Grandmas and nieces

@cedorris

First Thing To Remember:

• Don’t use “Boost Post” button• Limited Targeting Options• Easy to use, limited results

@cedorris

Use Facebook Ad Manager

• Facebook.com/business -> Click “Create Ad”• Chose your objective

• Facebook has an excellent guide for choosing the right objective

@cedorris

Favor Boosting over Promoting

• Promoting a page buys likes – this isn’t really what we want• Boosting a post gets people to engage with your content• People who engage with your content will convert to Likes AND

are more likely to engage with your content in the future. Facebook’s algorithm rewards you for this.

@cedorris

A Walk Through Ad Manager• Select your Objective (in this example we will boost a post)• If you manage multiple pages, select the page you want to use• Select the post you want to boost

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A Walk Through Ad Manager• Live Demo

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Questions?

@cedorris