Facebook Advertising: Who Says it's Wrong to Buy Friends?
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Transcript of Facebook Advertising: Who Says it's Wrong to Buy Friends?
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Facebook Advertising – Who Says It’s Wrong to Buy Friends
Frank Coyle, President, Point ItIan Mackie, Sr. Client Manager
January 27, 2011
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Presentation AgendaAbout Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• PPC & SEO
• $50 MM in managed media
• 12 team members, 40+ yrs of SEM experience
• Servicing clients across all verticals and revenue models
facebook.com/pointit twitter.com/point_it
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Presentation AgendaAgenda
• Why Facebook Matters For Businesses…or Does It?
• The Basics – You Still Need a Plan
• Case Study – Who’s Doing It Right?
• Setting up Campaigns – creating ads, targeting, bidding, etc.
• Reporting
• Q&A
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Presentation AgendaWhy Facebook Matters…Or Does It?
users
500,000,000
50% of users log on to Facebook in any given day
time
friends
Average user has 130 of them
Yes, it does… (…at least that’s what Goldman thinks)
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Presentation AgendaThe Basics
The Plan• Goals – lead gen, branding, both?
• What are you trying to measure – # fans, increase revenue, leads, etc.
• Immediate results or long term?
Execute• Run Campaigns
• Test Test Test
• Modify Targeting
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Measure
Measure
• Facebook Reporting
• Facebook Insights
• Google Analytics
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Case Study
Telluride Ski Resort
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Telluride Ski Resort
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Getting Started - Ads
Design An Ad– Destination URL
• FB Page
• Website URL
Facebook PageFBML (facebook markup language)
Pros:
• Build Trust
• ENGAGE w/ customers on more
personal level
• Easily share sales, news, events,
respond to customers
• Lead Gen
Cons:
• your updates can get lost in all the
chatter
• audience may not take well if
you’re always trying to sell
Website Landing page
Pros:
• Dedicated landing pages
w/ no other distractions
• Lead gen
• Brand awareness
Cons:
• Not as “sticky”
• A bit more difficult to get
them to “like” you
• Don’t really know intent*
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At A Minimum…FBML!
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Designing Ads – Con’t
After deciding on landing page– Title & Body Text
• 25/135 character limits
• Strong call-to-action
– Image (110x80)
• ads varies: 100 x 72 to 110 x 80 pixels depending upon the ad format that is shown.
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Presentation AgendaGetting Started - Targeting
Target Target Target
Dynamically
updates
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Presentation AgendaTargeting – Likes & Interests
Pros: Great targeting abilities based on “real” user interests
Cons: Depends on the user adding these to their profile
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Presentation AgendaTargeting - Connections
Four Basic Options:1. None
2. Users Who Are Connect To…
3. Users Who Are Not Connected To…
4. Users Whose Friends Are Connect To…
Recommendation: ENGAGE w/ your friend’s friends!
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Pricing, Bidding, etc
Recommendations:
• Campaign names – keep clear for
reporting
• Scheduling
• CPC vs. CPM
• CPC (cost per click) bidding
provides more control
• CPM (cost per thousand
impressions) for branding
campaign
• bid estimates tend to be LOW
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Review Your Advert
Rename ad
Is It Good To Go? • Title
• Image
• Ad Text
• Advert Name
• Audience
• Campaign Name
• Bid Type
• Max Bid
• Daily Budget
• Ad Schedule
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Reviewing Campaign Structure
Recommendation: Organize by landing page
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Case Study 1
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Case Study 2
Facebook >> Main Site• 3x the number of page views
• Avg Time on site: 6+ minutes vs.
33 seconds
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Reporting
Facebook Insights
Facebook Reporting
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Facebook Reporting
Four Reports• Advertising Performance
• Responder Demographics
• Responder Profiles
• Conversions by Impression Time
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Advertising Performance
Number of “likes” or RSVPs for events
Cost per fan
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Responder Demographics
Key take-aways:• Gender
• Age
• Region
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Insights – via admin panel
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Insights – Advertising Impact
Ads start
Ads start
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Insights – Where & What