Facebook Advertising – Who Says It’s Wrong to Buy Friends
Frank Coyle, President, Point ItIan Mackie, Sr. Client Manager
January 27, 2011
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
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
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)
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
Measure
Measure
• Facebook Reporting
• Facebook Insights
• Google Analytics
Case Study
Telluride Ski Resort
Telluride Ski Resort
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*
At A Minimum…FBML!
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.
Presentation AgendaGetting Started - Targeting
Target Target Target
Dynamically
updates
Presentation AgendaTargeting – Likes & Interests
Pros: Great targeting abilities based on “real” user interests
Cons: Depends on the user adding these to their profile
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!
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
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
Reviewing Campaign Structure
Recommendation: Organize by landing page
Case Study 1
Case Study 2
Facebook >> Main Site• 3x the number of page views
• Avg Time on site: 6+ minutes vs.
33 seconds
Reporting
Facebook Insights
Facebook Reporting
Facebook Reporting
Four Reports• Advertising Performance
• Responder Demographics
• Responder Profiles
• Conversions by Impression Time
Advertising Performance
Number of “likes” or RSVPs for events
Cost per fan
Responder Demographics
Key take-aways:• Gender
• Age
• Region
Insights – via admin panel
Insights – Advertising Impact
Ads start
Ads start
Insights – Where & What