How Facebook Ads Give Small Businesses Maximum Exposure

Hosted by:Krys VanSlyke, Sr. Manager Social Media, G/O

DigitalBrian Neal, Client Partner, Facebook

Facebook brings businesses and people together

Krys Vanslyke | Brian Neal | June 11, 2014

People like you are using Facebook to find customers and grow sales

• 25 M businesses with Pages

• 1M advertisers

• Proven results

Digital

TV

Radio

Print**

Other

29.6%

40.9%

14.9%

7.7%

7.0%

43.60%

37.40%

11.90%

4.50%

2.80%

Share of Time Spent per Day with Major Media US Adults 2010-2013

2015

2012

Your customers spend more time than ever in digital channels

Source: eMarketer, July 2013**offline reading only

Your customers are likely Facebook regulars

Every day. Every month.

Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013

128Mpeople daily

of monthly active users return daily72%

101Mpeople daily on

mobile

179Mpeople monthly

74%of internet users inthe US

That’s

142Mpeople monthly

on mobile

58%of mobile phone users in the US

That’s

Your customers likely spend more time on Facebook than on other online destinations

Facebook Instagram Google YouTube Twitter Pinterest

30.5

11.1

7.3 7.2 6.4

3.1

11.3

0.7

4.1

8.5

0.7 0.5

Mobile Time Spent

Avera

ge d

aily m

inute

s per

use

r

Source: Data calculated from comScore Key Measures and Mobile Metrix US, July 2013

21%of total mobile

time spent

Facebook and Instagram are

Time spent on mobile & desktop (US)

Source: Vision Critical, June 2013 (based on interviews with 5,657 consumers in the US, Canada and the UK)

Facebook inspires purchases

38%of respondents havemade a purchase as

aresult of a share

or like

30%in-store

29%online

Drive higher returns for your business

Source: Datalogix, June 2012

>3x

Over 70% of campaigns had

a

return on ad spend >5

xand over 49%

of them had a return on ad spend

Let’s start with your goals

Facebook is designed to meet your primary marketing goals

Bring people to your business

Build awareness of your business

Increase website clicks or

conversions

Use Facebook to bring more people to your business

Follow these steps to build a bigger business presence on Facebook

Complete your Page

Create Content

Advertise Measure

Complete your Page to promote your businessPage profile infoCover photo of the outside of your business

Invite customers, friends, family and email contacts

Use Facebook store signage www.facebook.com/business/signage

Create Content Advertise MeasureComplete Page

Profile data helps people find you on Facebook

92%of searches for

local businesses via social are on Facebook1

People search for places, businesses, people and things

Results show an image, street address, hours of operation, and map location

Users can refine results by type, location, friends, etc.

Connections with your Page drive discovery

1Source: Neustar Localeze and 15miles 6th Annual comScore Local Search Usage Study

Create Content Advertise MeasureComplete Page

Profile data gets you discovered on Nearby

1Source: Facebook Internal Data

Create Content Advertise MeasureComplete Page

113MCheck-ins

each month1

Create post content that appeals to customersFun, regular posts encourage customers to visit

your business. Successful advertisers:

• Experiment to learn what works best with their customers. Questions can be a great place to start

• Play on products that are customer favorites

• Use large, colorful photos

• Schedule multiple posts in advance to save time

• Post at least 1-2 times per week

Create Content Advertise MeasureComplete Page

Page Insights

Use information on your audience and posts to improve your ability to reach with customers:

• Measure the number of people reached by posts

• Understand what posts people like the most

• See demographic data about your Page followers

• Plot the time of day your followers are online

• Track new Page Likes

Stay on top of how your Page posts are performing

Create Content Advertise MeasureComplete Page

Your Page posts appear in users’ News FeedsCreate Content Advertise MeasureComplete Page

Page Posts Fans and friends News Feed

Only so many updates can appear in News Feed

Create Content Advertise MeasureComplete Page

Page Posts

Only most relevant content

appears in News Feed

Fans and friends News Feed

Choose your advertising objectiveFacebook advertising is built around your objectives

Create Content Advertise MeasureComplete Page

There are 2 places you can create ads

Your Page

Ads Create Flow:facebook.com/ads/create

Create Content Advertise MeasureComplete Page

facebook.com/ads/create

There are 2 places where you can show ads

News FeedDesktop and Mobile locations

Right ColumnStandard and Homepage

locations

Create Content Advertise MeasureComplete Page

Ads that promote products and build store traffic

Offer ads Page post ads

Promote posts from your Page, containing a photo, video, link or text

TIP: When using photos, keep text overlay to a minimum. Images with more than 20% text will be not be approved

Customers claim the offer on Facebook and receive an email coupon that is presented at your business

TIP: Post offers with images and title that catches a customer’s eye (e.g. 20% off on specific items!)

Create Content Advertise MeasureComplete Page

Page Like ads

Ads that build awareness and event attendance

Event ads

Entice Facebook users close to you to like your Page, so they receive updates about your business

Promote special events designed to bring more people into your business

Create Content Advertise MeasureComplete Page

Choose how you want to target your ads

Data type

Geographic

Interests

Demographic

Lifestyle/life-stage

Application for your ads

Interested in skiing

New parents

iPad user

Food & wine aficionados

In market for entry level car

Ads Targeting Tool

Create Content Advertise MeasureComplete Page

Ads Insights

• View all of your Facebook Ad campaigns in one place

• Make changes to your ad creative, bids and budgets, and pause or restart your ads at any time

• View and export reports customized to your needs

Stay on top of how your ads are performing

Create Content Advertise MeasureComplete Page

facebook.com/ads/manage

Hesselson’sCreate Content Advertise MeasureComplete Page

CHALLENGEHesselson’s, an outdoor retailer in Elmira Heights, NY, needed to boost store sales beyond the holiday season and to increase revenue in the following first quarter. Their goals were to drive in-store sales with Facebook advertising and to achieve a measurable ROI.

SOLUTIONUtilizing G/O Digital’s social advertising platform, Hesselson’s was able to generate leads through Facebook. By leveraging Facebook’s in-store offer ad type and by offering an in-store only promotion, Hesselson’s recognized an increase of $5,500 net sales and 1100% ROI!

“We generated a nice social media buzz, got extra traffic in the store, and sold more product. The offer helped make the campaign a significant success.” --Tom Hesselson, Owner

RESULTS• 257 offers claimed• 60 in-store redemptions • $5,500 in incremental store sales

Molly MaidCreate Content Advertise MeasureComplete Page

CHALLENGEMolly Maid, a house cleaning and maid service business located in the Greater Little Rock area of Arkansas, wanted to utilize the power of Facebook advertising to generate new leads and coupon redemptions by promoting a special offer through a Facebook advertising campaign.

SOLUTIONUtilizing G/O Digital’s social advertising platform, Molly Maid was able to generate leads through Facebook. Within the first two weeks, the company received over 145,000 ad impressions, 273 offer claims, and six in-store redemptions. After just a month, the campaign resulted in total revenue of $2,147 – a 199% ROI.

“While we were performing our Facebook campaign with G/O Digital, we found that it outperformed a radio campaign we were running simultaneously. We had more calls, and generated more revenue from the Facebook campaign during the same period.”-- Michael Silva-Nash, Executive Vice-President

RESULTS• 273 offer claims• 2.9% conversion rate• $2,147 total revenue

Dolce Salon and SpaCreate Content Advertise MeasureComplete Page

CHALLENGEDolce Salon and Spa wanted to leverage Facebook to drive in-store sales and enhance their existing social media presence to build more relevant social media communications.

SOLUTIONDolce Salon and Spa leveraged the G/O Digital local social program, powered by BLiNQ Media, the only social media platform that can automatically expand or reduce its geographic targeting around a business address until it finds the right amount of users for your budget.

RESULTS• 1000 Facebook offers claimed • 109 offers redeemed in-store • $5,000 total revenue

Sacramento WorksCreate Content Advertise MeasureComplete Page

CHALLENGELike many non-profit organizations, Sacramento Works wanted to engage their local clients using social media but had neither the time nor the experience to cultivate a strong following.

SOLUTIONCombining G/O Digital’s social strategy with developing landing pages and sign-up forms within Facebook, helped Sacramento Works receive a higher volume of sign-ups through their online engagement efforts.

“(We) started with 200 fans, and now have 1184. We have a landing page so people can sign up for more information, and we’re getting a lot more requests for services, including 34 submissions for more information in August. The engagement is so important because it keeps people coming back to the page and interacting, whether they’re looking to hire or looking for a job.”--Terri Carpenter, Public Information Officer

RESULTS• 85 qualified leads• 492% growth in Facebook likes• Over 750,000 monthly ad impressions

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