Facebook Advertising
Liz Lewis, Heinen’sMichael Schwabe, thunder::tech
Moderator – Scott Chapin, DigiKnow
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WHY ADVERTISE ON FACEBOOK?
3 Source: http://www.onlineschools.org/blog/facebook-obsession/
4 Source: http://www.onlineschools.org/blog/facebook-obsession/
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So Why Advertise on Facebook?
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Because your Customers are there!
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REACHING OUT TO YOUR FANSLiz Lewis, Heinen’s
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Heinen’s on Facebook
• Launched Facebook page in December 2009
• 7300 fans (as of 2/17) gained through a combination of:– Organic growth– Cross-promotion on
e-mail/web– Paid Facebook ads
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Fan Growth – Heinen’s Facebook Page
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Lifetime Total Likes
Linear (Life-time Total Likes)Large jumps in fan
growth are a result of targeted Facebook Ads
Small jumps in fan growth are in response to contests and give-aways
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Heinen’s Use of Facebook Ads
• Six ad campaigns on Facebook since Jan. 2010
• Lifetime ad spend: $3500• Lifetime stats:
– 14 million ad impressions– 70% “social” impressions– 5496 clicks– 2255 direct “likes” from ad
alone– $.63 cost per click– $.24 cost per thousand
impressions
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Heinen’s Use of Facebook Ads
• Six ad campaigns on Facebook since Jan. 2010
• Lifetime ad spend: $3500• Lifetime stats:
– 14 million ad impressions– 70% “social” impressions– 5496 clicks– 2255 direct “likes” from ad
alone– $.63 cost per click– $.24 cost per thousand
impressions
Ads = gain of 3810 fans at
$.90/per acquired fan
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Setting up a Facebook Ad
You can publicize a page, event or external URL
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Setting up a Facebook Ad
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Setting up a Facebook Ad
If your goal is to build your fan base, make sure to target people
who are not fans
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Setting up a Facebook Ad
Facebook will lower your bid for you as appropriate
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Before starting, keep in mind…
• Facebook ad performance is just over half that of traditional Internet banner ads, at 0.050% CTR
• CTR can drop to .0200% within the first few hours for highly targeted ads
• Ad burnout takes place within 72 hours• Facebook pulls ads from rotation when they stop
generating clicks
Source: Webtrends, Facebook Advertising Performance, Benchmarks and Insights, 2011
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Key learnings
• Establish goals upfront• Target ads appropriately• Test, test, test
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Establish goals upfront
• What are you trying to accomplish?– Reach more fans that are
current customers– Find potential customers
in emerging markets– Advertise your website
or event
• Set a reasonable CTR in line with Facebook performance
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Target ads appropriately
• Try targeting your best current demographic, as non-performing ads are pulled quickly
• Look at Facebook Insights – how does the demographic compare?
• Non-fan friends are often great targets for building the fan base – exposure will increase as new fans are added
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Testing Facebook Ads
• Run multiple versions of creative – copy, photo, etc. – in one campaign to determine the top performer
• Most successful ad can be used in a longer-term, CPM campaign – but keep in mind 72-hour burnout
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MARKETING ON FACEBOOKMichael Schwabe, thunder::tech
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Integrating Facebook Into Your Marketing Mix
Determine if:• Your target demographic is on Facebook
• You can mix your SEO and PPC efforts with Facebook or should Facebook stand alone
• You can dedicate budget, even on a trial basis
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Making Facebook Advertising Work
There is no magic bullet• To advertise on Facebook is to compete on Facebook
• Friends, groups, other ads
Flexible payments• Pay per click or Pay per impression
You can be highly targeted in placement of advertising• Males, 24-35, interests: cars, racing, engines
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How Does Facebook Know?
• Facebook knows more about your audience than Google!
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An Agency Approach
• Ads must:• Mix with other marketing messages• Be monitored and adjusted regularly• Determine effectiveness of images and words
• Set up each account as an individual account• Private, offers transparency to client
• Consider supporting ads with custom landing pages and HTML, JavaScript and CSS programming
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Example Time!
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Example Time!
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Example Time!
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Example Time!
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Example Time!