This is the presentation that I gave on April 14 , 2011 at the Small Business & Technology Development Center at the University of Arkansas Fayetteville. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
2. Collin Condray
15 years experience in web
development
Web developer
Programmer
Retail data analysis for multi-
billion dollar companies (3M and
Tyson)
Social media marketing
Agency experience with
Collective Bias and Saatchi X
Local speaker at University of
Arkansas, JBU, & Webster
University
Director of Technology/Co-
Owner Blue Zoo Creative
4. Some Ad Terms
Click Through Rate (CTR)
Cost Per 1000 Impressions
(CPM )
Cost Per Click (CPC)
5. Some Common Ad Terms
Click Through Rate (CTR)
Measure of how much
interactivity there is with the
ad
Good for driving traffic
Pay Per Click (PPC)
6. Some Ad Terms
Cost Per 1000 Impressions
(CPM )
Equivalent CPM (eCPM)
Pay Per Impression (PPI)
Good for spreading the word
8. Online Ads - Strategy
Are you trying to:
Drive sales of a product?
Generate leads for a
service?
Send traffic to your site
to monetize through ad
clicks?
Increase awareness and
buzz around your brand?
9. Online Ads - ROI
Sales, leads, and traffic are
easier to tie back into profit
Some integrated tools to
help estimate ROI
Buzz is more nebulous but
still important
10. Online Ads - Tactical
Increase brand awareness -
General ad
Advertise a specific product -
Link directly to the page to
buy this product
Promote a special event-
Facebook event
11. Online Ads - Tactical
Target a specific audience
Create a special landing
page with a this months
special or coupon
12. Online Ads - Tactical
Advertise a seasonal product
like air conditioning,
heating, sport seasons, or
holidays.
Promote your blog or
Facebook fan page to gain
new followers.
13.
14. Facebook Ads
Ads showing up in the
side bar of almost all
pages on Facebook
15. Facebook Ads - Pros
500 Million users
Inexpensive
Targeted based on profile
16. Facebook Ads - Cons
Only shows up on Facebook
Low CTR
18. Facebook Ads - Title
Title
Defaults to Page title
Can choose whatever you like
Descriptive of promotional text
is better than just your business
names
Link
Website specifically designed
for Facebook visitors.
Directly beneath the
Destination URL is a link to
“advertise something I have on
Facebook”
19. Facebook Ads – Design Ads
Body Text.
Short advertisement
More than typical search
engine advertising
Shorter text can prove more
effective.
20. Facebook Ads – Design Ads
Image
One of the largest impacts
on the ad
Need something to stand
out
Logo not necessarily a good
choice
21. Facebook Ads – Design Ads
Try to include using people,
something creative, or
images that just “pop” when
your eye crosses over them.
Picture is be small – it is only
110 x 80 pixels in size. Try
iStockPhoto.com for quality
photos if you don’t have your
own.
22. Facebook Ads –Target Audience
Location
Demographic
Connections
Likes
Connections –
Friends/Non-Friends of fan
page
23. Facebook Ads – Campaigns, Pricing
and Scheduling
Campaign name
Daily budget
Schedule and length
24. Best Practices
Get to the point
Know when to fold ‘em
Use a cute animal as your
image
25. Facebook Ads - Testing
A/B Testing
Title
Image
Body
27. Extreme Targeting
Create a Facebook Ad targeting those:
Who live in the United States
Who live within 25 miles of Austin, TX
Who are between the ages of 25 and 55
Who like advertising, advertising manager,
branding, ceo, community building, corporate
recruiter, director marketing, director sales
marketing, founder ceo, human resources,
marketing coordinator, marketing director,
marketing executive, vice president marketing, etc.
Who graduated from college
Cost: less than $5 day. Only need to run it for a
few days
28. Success
How did the results tie
back into your strategy
Did web traffic increase?
Sales increase?
Did visitors to take a
specific action such as
signing up to your
newsletter or becoming
fans/followers?
31. Google Ads - Search
Show up in search results
Sponsored links on top
Up to 5 ads in the side bar
32. Google Ads – Content Network
Code provided by Google
inserted into websites
Google shares the revenue
with the site owner
33. Google Ads - Pros
Pros
Higher CTR than Facebook
Shows up anywhere on the
web where people have
added AdWords
Targeted to keywords.
Contextual to the sites it
shows up on.
Can display on YouTube
Keyword based
34. Google Ads - Cons
Targeting is fuzzier
Higher complexity
35. Google AdWords
Get a Google account
Also gets you access to lots of
other services (Gmail, Docs,
Web Analytics etc.)
36. Keyword Based
Simple
Keyword1
Broad based
Keyword1 and Keyword2
Negative keywords
Keyword1 but not Keyword2
40. Ad Writing Tips
Include prices, special offers,
and unique selling points
Use a strong call to action
Go to the most relevant page
on your site.
42. Google Ads - Testing
A/B Testing
Title
Body
43. Targeting Ads
Think like your customers
Use the Google Keyword
tools for related keywords
Match keywords and ad text
Use negative keywords
Check your site logs
44. Review Performance
Review performance often but
not too often.
After your ads have been
running on these websites for a
period of time you will be able
to use these metrics to see
which are the best performing
sites for you.
Show networks and focus on
the ones that work better
45. Review Performance
On the content network the most
important statistic to look at is the
clickthrough rate (CTR).
CTR on the content network will
typically be lower than for search.
You can then look at the
possibility of individually
managing your cost-per-click
(CPC) for the top sites and focus
more budget on them.
46. Success
How did the results tie
back into your strategy
Did web traffic increase?
Sales increase?
Did visitors to take a
specific action such as
signing up to your
newsletter or becoming
fans/followers?
47. Google AdWords Specific Metrics
Keyword Status-Eligible
Average Position out of 11 ads
First Page Bids-Are you
spending enough to get your
ads on the front page
Quality Score-How relevant are
your ads. Do they make sense
or are they just keyword
stuffing?