The document discusses whether Facebook ads are worth it. It provides a case study of a company called AOC Monitors that used Facebook ads to promote their monitors. Their challenges included having no social media presence and untested product messaging. Their strategy was to start in the US with product giveaways and ask subscribers to like, comment and share. It also discusses how to refine ad targeting using broad, targeted, and hyper-targeted groups. Key takeaways include creating ads with strong calls-to-action, testing messaging on different groups, and sending ad traffic to engaging tabs.

1. Facebook Ads:
Are They Worth It?
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2. What makes me so qualified?
Social Resume
• Passion for Parties
• Tactless blogging and SEO
• Product marketing on Facebook and Twitter
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3. Quick Intro: Facebook Ads
Audiences, Clicks, and Actions
• Facebook Targeting
• Traffic Destination
• Ad Copy & Call-to-Action
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4. Case Study: AOC Monitors
Obstacles and Challenges
• No social media presence
• International distribution
• Untested product messaging points
• Monitors aren’t that interesting
Strategy
• Start in the US with product giveaways
• ASK subscribers to like, comment and share
• Refining product messaging
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5. Refining Your Message
Broad Categories Targeted Groups Hyper-Targeted
Remember: With CPC, if no one clicks your ad, you will not be charged for the impression.
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6. Managing Variables
Broad Categories Targeted Groups Hyper-Targeted
Facebook users Females Females aged
that “Like” engaged in 20-45 that
entertainment conversations “Like” Avatar 3D
about movies
Facebook users Males engaged College males
that “Like” in conversations that “Like” Mortal
electronics about gaming Kombat 3D
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7. International Targeting
Suggested bid: $0.94–$1.76 USD Suggested bid: $0.10–$0.12 USD
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8. Ad Traffic Destination
Success Metrics
• Clicks-to-Likes Percentage
• Cost per Acquisition
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9. That’s a Wrap
Why This is Important
• Better understanding of various consumer segments.
• Increase organic conversation about your brand.
• Identify product features that resonate with customers and react accordingly.
Key Take-Aways
• Create ads that have a strong call-to-action.
• Test messaging points on dozens of groups, adjust accordingly.
• Send ad traffic to a tab that increases engagement.
• Have fun. No one else knows what they’re doing either.
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10. Chase Fitzgerald | @chase_f
chasefitzgerald@maxborgesagency.com
Questions?