1. 7 Essential Steps to
Facebook Advertising
Success
While you‟re waiting …
I‟ll serenade you ;^D
And could you write the city where you‟re
from and your facebook page url in the
box on the right? Thanky you!
http://soundcloud.com/juliegallaher

2. 7 Essential Steps to Facebook
Advertising Success
http://facebook.com/getonthemap

3. Julie Gallaher
http://facebook.com/getonthemap

4. Intro
Social Media is Free
But it‟s not Easy
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5. Today‟s Topics
1. Goals
2. Budget
3. Targeting
4. Ad Options
5. Photos & Copy
6. Landing Pages
7. Test, Test, Test
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6. Is your advertising …
Directional
vs.
Creative
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7. Google is Directional
• Users are looking for something
specific
• They want to be directed to
where they can find it
http://facebook.com/getonthemap

8. Facebook is Creative
• You must Create the interest
• Branding
• Limited Time Offers
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9. Goals & Budget
Before you ask
How much should I spend?
Ask
What do I want to accomplish?
http://facebook.com/getonthemap

10. 3 Ways to Make More
Money
• Attract New Customers
• Get Current Customers to Spend More
• Get Former Customers to Come Back
http://facebook.com/getonthemap

11. Budget
• Work Backwards
• What kind of results do you
want from your advertising
• How aggressive do you need
to be to get those results
http://facebook.com/getonthemap

12. Targeting
• Who is your best customer?
• What do you know about them?
http://facebook.com/getonthemap

13. If I was your best customer
• What do you know about me
• Baby Boomer
• Music – Jazz, Dean Martin, Frank Sinatra
• Sports – San Francisco Giants
• School – St Francis High School, UC Davis
• Dachsunds
• Wine
• Cheerful, Happy Messaging
• Which of these interests do I share with your
other top prospects
http://facebook.com/getonthemap

14. Ad Options
• 2 Principal Types
• Sidebar – Can be promoted to anyone
• In-stream – Only to fans and friends of
fans
http://facebook.com/getonthemap

15. Ad Options
http://facebook.com/getonthemap

16. Sidebar Ad Options
Marketplace Ads
Photo Post Ad
Video Post Ad
Event Post Ad
Link Post Ad
Offer Ad
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17. In-Stream Ad Options
Promoted Photo Post Ad
Promoted Video Post Ad
Promoted Event Post Ad
Promoted Link Post Ad
Promoted Offer Ad
Sponsored Like Story
Sponsored Check-In Story
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18. Sidebar
Marketplace Ads
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19. Sidebar
Great Marketplace Ads
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20. Sidebar
Bad Marketplace Ads
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21. Sidebar – Photo Post
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p

22. Sidebar – Photo Post
Landing Page
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23. Sidebar – Video Post
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24. Sidebar – Event Post
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25. Sidebar – Link Post
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26. Sidebar – Offers
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27. In-Stream
Promoted Posts
You Need 400 Fans
All the same types of
ads used in “Post” ads,
but more effective
because they‟re in the
stream.
Can only be used in 1st 3
days after posting.
http://facebook.com/getonthemap

28. In-Stream
Like Stories
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29. In-Stream
Check-In Stories
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30. Use a Mix of Ads
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31. Photos & Copy
• Remember your ideal customer …
what would he/she like
• Choose 3 Photos
• Write 2 descriptions
• Mix and Match to have 6 ads
Photo is 100 x 65
http://facebook.com/getonthemap

32. Photos & Copy
• Check with Facebook to see ads they
think you will like
• http://facebook.com/ads/adboard
• What posts have your fans liked
http://facebook.com/getonthemap

33. Photos & Copy
• On post ad – first 75 – 90 characters will
be seen, make „em count
• Always include a call to action
– Like this if you want Salted Caramel to be
our next special
http://facebook.com/getonthemap

34. Landing Page
• With Marketplace Ads, your prospect
can be directed to ANY page - your
website, youtube, sales page
• #1 Reason ads are rejected – ad and
landing page don‟t match
http://facebook.com/getonthemap

35. Photo Post Landing Page
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36. Landing Page –
Facebook App
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37. Landing Page –
Facebook App
http://facebook.com/getonthemap

38. Landing Page– Youtube
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39. Landing Page– Website
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40. Test, Test, Test
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41. Test, Test, Test
http://facebook.com/getonthemap

42. My Best Ads
$.38 per click
Spent $13.00
Raised nearly $1,000 for
MDA
http://facebook.com/getonthemap

43. My Best Ads
$.31 per click
http://facebook.com/getonthemap

44. My Best Ads
$.04 per click
http://facebook.com/getonthemap

45. My Best Ads
Spent $50.00
17,999 Impressions
240 Actions
108 Post Likes
5 Shares
Targeted to Small Biz
Owners in Sacramento Area
http://facebook.com/getonthemap

46. Breaking News
You Can Target Your Email List!
https://www.facebook.com/ads/manage/powereditor/intro.
php?act=28160579
http://facebook.com/getonthemap

47. My Plans
• More Webinars
• Speaking engagements
• Teaching
• Launching Soon – Private Coaching
Club
• http://getonthemap.us/hello

48. What did you like most about
this webinar?
• GetOnTheMapFanReviews.com
• http://getonthemapfanreviews.com

49. What did you not like about
this webinar?
• If you‟ve got some constructive
criticism, email me at
• julie@getonthemap.us

50. Credits
• http://arstechnica.com/business/2011/
01/no-opting-out-from-facebook-
turning-your-check-ins-likes-into-ads/
• Book – Killer Facebook Ads by Marty
Weintraub
• Facebook Apps – NorthSocial.com

51. Thank You