Facebook Advertising

  • View
    1.381

  • Download
    0

Embed Size (px)

DESCRIPTION

Presentations from the February 2011 Web Association meeting. Presenters Liz Lewis and Michael Schwabe

Transcript

  • 1. Facebook Advertising
    Liz Lewis, Heinens
    Michael Schwabe, thunder::tech
    Moderator Scott Chapin, DigiKnow

2. Why Advertise on Facebook?
2
3. 3
Source: http://www.onlineschools.org/blog/facebook-obsession/
4. 4
Source: http://www.onlineschools.org/blog/facebook-obsession/
5. 5
So Why Advertise on Facebook?
6. 6
Because your Customers are there!
7. Reaching Out To your Fans
Liz Lewis, Heinens
7
8. Heinens 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
8
9. Fan Growth Heinens Facebook Page
9
10. Heinens 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
10
11. Heinens 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
11
12. Setting up a Facebook Ad
You can publicize a page, event or external URL
12
13. Setting up a Facebook Ad
13
14. Setting up a Facebook Ad
If your goal is to build your fan base, make sure to target people who are not fans
14
15. Setting up a Facebook Ad
Facebook will lower your bid for you as appropriate
15
16. 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
16
17. Key learnings
Establish goals upfront
Target ads appropriately
Test, test, test
17
18. 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
18
19. 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
19
20. 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
20
21. Liz Lewis
E-Marketing Specialist
llewis@heinens.comhttp://www.linkedin.com/in/lizlewis
21
22. Marketing on Facebook
Michael Schwabe, thunder::tech
22
23. 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
23
24. Making Facebook Advertising Work
There is no magic bullet

  • To advertise on Facebook is to compete on Facebook

25. Friends, groups, other adsFlexible payments

  • Pay per click or Pay per impression

You can be highly targeted in placement of advertising

  • Males, 24-35, interests: cars, racing, engines

24
26. How Does Facebook Know?
Facebook knows more about your audience than Google!
25
27. An Agency Approach
Ads must:

  • Mix with other marketing messages

28. Be monitored and adjusted regularlyDetermine 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
26
29. Example Time!
27
30. Example Time!
28
31. Example Time!
29
32. Example Time!
30
33. Example Time!
31
34. Michael Schwabe
Account Manager
michael.schwabe@thundertech.comhttp://www.linkedin.com/in/michaelschwabe
32
35. Questions?
Liz Lewis
llewis@heinens.com
Michael Schwabe
michael.schwabe@thundertech.com
33