Facebook Advertising

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

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<ul><li> 1. Facebook Advertising<br />Liz Lewis, Heinens<br />Michael Schwabe, thunder::tech<br />Moderator Scott Chapin, DigiKnow<br /></li></ul> <p> 2. Why Advertise on Facebook?<br />2<br /> 3. 3<br />Source: http://www.onlineschools.org/blog/facebook-obsession/<br /> 4. 4<br />Source: http://www.onlineschools.org/blog/facebook-obsession/<br /> 5. 5<br />So Why Advertise on Facebook?<br /> 6. 6<br />Because your Customers are there!<br /> 7. Reaching Out To your Fans<br />Liz Lewis, Heinens<br />7<br /> 8. Heinens on Facebook<br />Launched Facebook page in December 2009<br />7300 fans (as of 2/17) gained through a combination of:<br />Organic growth<br />Cross-promotion on e-mail/web<br />Paid Facebook ads<br />8<br /> 9. Fan Growth Heinens Facebook Page<br />9<br /> 10. Heinens Use of Facebook Ads<br />Six ad campaigns on Facebook since Jan. 2010<br />Lifetime ad spend: $3500<br />Lifetime stats:<br />14 million ad impressions<br />70% social impressions<br />5496 clicks<br />2255 direct likes from ad alone<br />$.63 cost per click<br />$.24 cost per thousand impressions<br />10<br /> 11. Heinens Use of Facebook Ads<br />Six ad campaigns on Facebook since Jan. 2010<br />Lifetime ad spend: $3500<br />Lifetime stats:<br />14 million ad impressions<br />70% social impressions<br />5496 clicks<br />2255 direct likes from ad alone<br />$.63 cost per click<br />$.24 cost per thousand impressions<br />Ads = gain of 3810 fans at $.90/per acquired fan<br />11<br /> 12. Setting up a Facebook Ad<br />You can publicize a page, event or external URL<br />12<br /> 13. Setting up a Facebook Ad<br />13<br /> 14. Setting up a Facebook Ad<br />If your goal is to build your fan base, make sure to target people who are not fans<br />14<br /> 15. Setting up a Facebook Ad<br />Facebook will lower your bid for you as appropriate<br />15<br /> 16. Before starting, keep in mind<br />Facebook ad performance is just over half that of traditional Internet banner ads, at 0.050% CTR<br />CTR can drop to .0200% within the first few hours for highly targeted ads<br />Ad burnout takes place within 72 hours<br />Facebook pulls ads from rotation when they stop generating clicks<br />Source: Webtrends, Facebook Advertising Performance, Benchmarks and Insights, 2011<br />16<br /> 17. Key learnings<br />Establish goals upfront<br />Target ads appropriately<br />Test, test, test<br />17<br /> 18. Establish goals upfront<br />What are you trying to accomplish?<br />Reach more fans that are current customers<br />Find potential customers in emerging markets<br />Advertise your website or event<br />Set a reasonable CTR in line with Facebook performance<br />18<br /> 19. Target ads appropriately<br />Try targeting your best current demographic, as non-performing ads are pulled quickly<br />Look at Facebook Insights how does the demographic compare?<br />Non-fan friends are often great targets for building the fan base exposure will increase as new fans are added<br />19<br /> 20. Testing Facebook Ads<br />Run multiple versions of creative copy, photo, etc. in one campaign to determine the top performer<br />Most successful ad can be used in a longer-term, CPM campaign but keep in mind 72-hour burnout<br />20<br /> 21. Liz Lewis<br />E-Marketing Specialist<br />llewis@heinens.comhttp://www.linkedin.com/in/lizlewis<br />21<br /> 22. Marketing on Facebook<br />Michael Schwabe, thunder::tech<br />22<br /> 23. Integrating Facebook Into Your Marketing Mix<br />Determine if:<br />Your target demographic is on Facebook<br />You can mix your SEO and PPC efforts with Facebook or should Facebook stand alone<br />You can dedicate budget, even on a trial basis<br />23<br /> 24. Making Facebook Advertising Work<br />There is no magic bullet<br /></p> <ul><li>To advertise on Facebook is to compete on Facebook </li></ul> <p> 25. Friends, groups, other adsFlexible payments<br /></p> <ul><li>Pay per click or Pay per impression</li></ul> <p>You can be highly targeted in placement of advertising<br /></p> <ul><li>Males, 24-35, interests: cars, racing, engines</li></ul> <p>24<br /> 26. How Does Facebook Know?<br />Facebook knows more about your audience than Google!<br />25<br /> 27. An Agency Approach<br />Ads must:<br /></p> <ul><li>Mix with other marketing messages </li></ul> <p> 28. Be monitored and adjusted regularlyDetermine effectiveness of images and words<br />Set up each account as an individual account<br /></p> <ul><li>Private, offers transparency to client</li></ul> <p>Consider supporting ads with custom landing pages and HTML, JavaScript and CSS programming<br />26<br /> 29. Example Time!<br />27<br /> 30. Example Time!<br />28<br /> 31. Example Time!<br />29<br /> 32. Example Time!<br />30<br /> 33. Example Time!<br />31<br /> 34. Michael Schwabe<br />Account Manager<br />michael.schwabe@thundertech.comhttp://www.linkedin.com/in/michaelschwabe<br />32<br /> 35. Questions?<br />Liz Lewis<br />llewis@heinens.com<br />Michael Schwabe<br />michael.schwabe@thundertech.com<br />33<br /></p>