Talk for SMX Sydney Australia

1. BUILDING AN EFFECTIVE
AD CAMPAIGN & FAN PAGE
Or how to make Mark Zuckerberg
wealthier and get something out of it
MICHAEL KING
DIRECTOR OF INBOUND MARKETING
@ipullrank

2. DOWNLOAD THIS DECK:
http://slidesha.re/fb-sydney
@ipullrank

3. WHY DO FB ADS MATTER?
THEY HAVE COMPLETELY CHANGED THE GAME
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4. THE HOLY GRAIL OF MARKETING
INTENT INTERESTS DEMOGRAPHICS NETWORK
If marketers could understand a user’s intent, interests, demographics and network they would achieve perfect
targeting
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5. THE DIFFERENCE BETWEEN FACEBOOK & GOOGLE
INTENT INTERESTS DEMOGRAPHICS NETWORK
While Google has a user’s explicit intent in real-time, demographics and network they don’t have explicit interests.
Meanwhile Facebook has explicit interests, demographics and network, but no real-time intent.
@ipullrank

6. MEET GARY & COGSWELL
What’s up
Sydney?!
Hi, I’m I’m
Gary! Cogswell!
Gary & Cogswell are the stars of a new SEO comic strip that I write on the iAcquire blog. Check them out!
http://blog.iacquire.com/
@ipullrank

7. FACEBOOK’S SOCIAL ADVERTISING
With the comic strip I’ve just launched I can easily put it in front of 136k people in the US that are between the
ages 18 and 30, love robots and comic books, speaks English and are not connected to iAcquire. Never before
could you target so granularly.
@ipullrank

8. IT’S POWERFUL
A gentleman by the name of Devin Ellis (@devinellis) had no connections at the places he really wanted to work
so he used Facebook ads to creative get the attention of Valve and SEOmoz. He was ultimately hired by
SEOmoz. How’s that for ROI?
@ipullrank

9. IT’S REVOLUTIONARY
HOMOGENEOUS ADS HETEROGENEOUS ADS
We can now serve and optimize homogeneous or heterogeneous ads at as broad or as granular a level as we’d
like to.
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10. MANAGE EXPECTATIONS
Optimal CTR: 0.11%-0.16%
Above Avg CTR: 0.07%-0.09%
Average CTR: 0.04%-0.05%
Below Avg CTR: 0.02%-0.03%
Poor CTR: 0.01%
Don’t expect high CTRs from Facebook Ads. Paid Search yields a much higher CTR than FB Ads, but the tradeoff
is the ability to hypertarget at often a much lower rate. Source: Andrew McDermott – Spruce Media
@ipullrank

11. HOW DO I FLIGHT AN AD?
STEPS TO GET UP AND RUNNING NOW
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12. THE PROCESS
Research
Measure Prepare
Launch
The actual launch of a Facebook Ad is quite easy. It’s the surrounding research, preparation and measurement
that can be difficult.
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13. PERSONA DEVELOPMENT
Curious George Gamer Film Purist Tech Geek
• 18-32 • 18-32 • 22-40 • 22-40
• Male • Male • Male • Male
• Loves indie rock • Loves all music • Loves film soundtracks • Loves Techno
• Wishes he had a beard • Wishes he could move • Wishes he could live in • Wishes you would stop
out his mom’s the movie Avatar invading his online
basement privacy
Identify the user segments for this campaign by developing personas. Personas are broad representations of your
target audience. Develop up to 4 per campaign. You will use their attributes in targeting.
@ipullrank

14. FACEBOOK INSIGHTS
Non-U.S
12%
Female
36%
Gender Country
Male
64% U.S
88%
Female
Age distribution
Male
Does the site have an existing Facebook page? FB Insights has demographic data
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15. PERSONA DEVELOPMENT
Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a
competitor’s site in Ad Planner
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16. SOCIAL LISTENING
Social Mention
Topsy
Amplicate
Start your social listening in Topsy, Social Mention, and/or Amplicate. Paid enterprise tools such as Radian6,
ScoutLabs, also available.
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17. DISCUSSION LISTENING
See what people are talking about on blog and discussion forums and understand what they are really into.
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18. PREPARATION
What are trying to accomplish?
BRANDING
CUSTOMER SERVICE
DIRECT RESPONSE
REPUTATION MANAGEMENT
MESSAGE TESTING
Identify the the goals and Key Performance Indicators of the Facebook Ad Campaign. This will dictate how
campaigns are launched and optimized. Read: http://www.seoptimise.com/blog/2012/03/setting-facebook-
kpis.html
@ipullrank

19. TYPES OF TARGETING
Demographic Psychographic
Geographic Competitive
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20. SET UP YOUR AD
Setting up an ad is pretty simple. http://www.facebook.com/ads/create
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21. USE COMPELLING IMAGES & AD COPY
Write copy that plays to the interest, humor and emotional of the actual people you have collected information on.
Use pictures that pique curiosity and interest.
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22. CHOOSE YOUR TARGET
Here I have found that 150k people between 18 and 35 are interested in comic strips, robots, SEO or SEM.
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23. SET YOUR SPEND
Write copy that plays to the interest, humor and emotional of the actual people you have collected information on.
Use pictures that pique curiosity and interest.
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24. LAUNCH & MEASURE
Facebook gives you a pretty impressive dashboard to show you how well your ads did.
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25. OPTIMIZE
TEST TITLES
TEST AD COPY
TEST CTAS
TEST PERSONALIZED ADS
TEST COMPETITORS COPY
FORMATS
TEST
TEST
TEST
Always be testing. Regardless of what your performance is, there is always room to do better. Read: Facebook
Ads Optimization Guide http://ads.ak.facebook.com/ads/FacebookAds/OptimizationGuide_060611.pdf
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26. BEST PRACTICES
HOW TO MAXIMIZE ADS
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27. PRO TIP
Setup Facebook Ad
Campaigns for a 1 cent
CPC and pause them.
There’s no way to set up a campaign without running it so set up campaigns at a super low CPC like $0.01 and
then pause them so you can start and stop them as needed.
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28. CPC VS. CPM
Always use Cost Per Click (CPC) rather than Cost Per Impressions (CPM). You’ll always get more clicks for the
price.
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29. SEE WHAT THE COMPETITION IS DOING
Facebook doesn’t give you information on what ads are running next to yours. Change your own settings and
interests temporarily in order to see those ads.
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30. SUGGESTED READING
Marty and the
aimClear team
are best at FB
ads!
Check out Killer Facebook Ads by Marty Weintraub (@aimclear). The aimClear team is the leader in Creatively
tackling Facebook Ad campaigns. Check out their blog at http://www.killerfbads.com. The book tells how to market
to classic human trait, separate campaigns, and much more.
@ipullrank

31. TIMELINE BEST PRACTICES
MAXIMIZE YOUR FAN PAGE
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32. COVER PHOTO & PROFILE PICTURE
Create an engaging Cover Photo that
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33. MILESTONES
You can back-populate brand updates to the 1800s. If your brand has a rich history flesh out your profile using
that content. Old blog posts, advertisements, hire dates, product launches or a funny fictional brand story are all
great content for back population.
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34. HIGHLIGHT
You can highlight any story stories that you want to grab attention or stand out. It doesn’t necessarily have to be a
milestone, but highlighting gives it the visual importance of a milestone.
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35. PINNING
Highlighted stories will fall off the page quite quickly if you’re rolling out a ton of content. You can pin stories to the
top for 7 days at a time. Stories can be re-pinned after they expire.
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36. TABS & APPS
You can highlight up to 4 visible apps and tabs in this section. Use this to promote deeper content deeper content
or pages on your site.
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37. ENGAGE USERS
ASK QUESTIONS IN POSTS
USE FILL IN THE BLANKS
POST AT THE END OF THE WEEK
BE RELEVANT
INCLUDE CALLS TO ACTION
BE A THOUGHT LEADER
UPDATE REGULARLY
BUY ADS TO GROW USER BASE
Many of these sites are employing these tactics to continue to engage and grow their communities on Facebook.
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38. TIMELINE EXAMPLES
THESE PEOPLE ARE DOING IT RIGHT!
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39. RED BULL FACEBOOK PAGE
Facebook touts the Red Bull Facebook as one of the best examples of timeline. This is largely because they have
an extensive content strategy under which they post engaging content regularly and they have back-populated all
the back to when they were founded which was coupled with a scavenger hunt.
@ipullrank

40. MERCEDES BENZ FACEBOOK PAGE
Mercedes Benz also does very well with back population of company milestones and engaging regular postings
including but not limited to fill in the blanks posts.
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41. NEW YORK TIMES FACEBOOK PAGE
Clearly the New York Times has an advantage in that they publish very high quality content very often but they
also engage their user base, and allow them to participate in stories.
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42. IACQUIRE FACEBOOK PAGE
In addition to pushing our own content and leading industry content, we have recently back-populated employee
start dates as milestones to humanize our brand and encourage participation.
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43. SEOMOZ FACEBOOK PAGE
SEOmoz practically invented the humanization of a tech brand, but they also include direct links to sign up for a
free trial and or the mailing list. They also have really cool interplay between their profile picture and cover photo
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44. MORE COVER PHOTO & PROFILE PIC INTERPLAY
Lots of people are using timeline as great way to creatively grab the user’s attention. Don’t miss your opportunity
to make a statement.
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45. THE FINAL WORD
SOCIAL MEDIA IS
NOTHING WITHOUT
CONTENT STRATEGY
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46. MICHAEL KING
Director of Inbound Marketing
www.iacquire.com
mike@iacquire.com
@iPullRank
THANK YOU / Q&A