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Similaire à Facebook Advertising: Who Says it's Wrong to Buy Friends?
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Facebook Advertising: Who Says it's Wrong to Buy Friends?
- 1. Facebook Advertising – Who Says It’s Wrong to Buy Friends Frank Coyle, President, Point It Ian Mackie, Sr. Client Manager January 27, 2011
- 2. About Point It Presentation Agenda • Launched in April 2002 • Seattle’s largest independent search marketing firm • PPC & SEO • $50 MM in managed media • 12 team members, 40+ yrs of SEM experience • Servicing clients across all verticals and revenue models facebook.com/pointit twitter.com/point_it
- 3. Agenda Presentation Agenda • Why Facebook Matters For Businesses…or Does It? • The Basics – You Still Need a Plan • Case Study – Who’s Doing It Right? • Setting up Campaigns – creating ads, targeting, bidding, etc. • Reporting • Q&A
- 4. Presentation Agenda Why Facebook Matters…Or Does It? Yes, it does… (…at least that’s what Goldman thinks) users 500,000,000 friends Average user has 130 of them time 50% of users log on to Facebook in any given day
- 5. The Basics Presentation Agenda The Plan • Goals – lead gen, branding, both? • What are you trying to measure – # fans, increase revenue, leads, etc. • Immediate results or long term? Execute • Run Campaigns • Test Test Test • Modify Targeting
- 6. Measure Measure • Facebook Reporting • Facebook Insights • Google Analytics
- 7. Case Study Telluride Ski Resort
- 9. Getting Started - Ads Website Landing Page Facebook page Design An Ad FBML (facebook markup language) – Destination URL Pros: • FB Page • Build Trustlanding pages Dedicated • Website URL • ENGAGE w/ customers on more w/ no other distractions personal level • Lead gen • Easily awareness news, events, Brand share sales, respond to customers • Lead Gen Cons: • Not as “sticky” • A bit more difficult to get Cons: them to “like” you get lost in all the • your updates can • Don’t really know intent* chatter • audience may not take well if you’re always trying to sell
- 11. Designing Ads – Con’t After deciding on landing page – Title & Body Text • 25/135 character limits • Strong call-to-action – Image (110x80) • ads varies: 100 x 72 to 110 x 80 pixels depending upon the ad format that is shown.
- 12. Getting Started Agenda Presentation - Targeting Target Target Target Dynamically updates
- 13. Targeting – LikesAgenda Presentation & Interests Pros: Great targeting abilities based on “real” user interests Cons: Depends on the user adding these to their profile
- 14. Targeting - Connections Presentation Agenda Four Basic Options: 1. None 2. Users Who Are Connect To… 3. Users Who Are Not Connected To… 4. Users Whose Friends Are Connect To… Recommendation: ENGAGE w/ your friend’s friends!
- 15. Pricing, Bidding, etc Recommendations: • Campaign names – keep clear for reporting • Scheduling • CPC vs. CPM • CPC (cost per click) bidding provides more control • CPM (cost per thousand impressions) for branding campaign • bid estimates tend to be LOW
- 16. Review Your Advert Is It Good To Go? • Title • Image • Ad Text • Advert Name Rename ad • Audience • Campaign Name • Bid Type • Max Bid • Daily Budget • Ad Schedule
- 17. Reviewing Campaign Structure Recommendation: Organize by landing page
- 18. Case Study 1
- 19. Case Study 2 Facebook >> Main Site • 3x the number of page views • Avg Time on site: 6+ minutes vs. 33 seconds
- 20. Reporting Facebook Insights Facebook Reporting
- 21. Facebook Reporting Four Reports • Advertising Performance • Responder Demographics • Responder Profiles • Conversions by Impression Time
- 22. Advertising Performance Number of “likes” or RSVPs for events Cost per fan
- 23. Responder Demographics Key take-aways: • Gender • Age • Region
- 24. Insights – via admin panel
- 25. Insights – Advertising Impact Ads start Ads start
- 26. Insights – Where & What
- 27. Q&A And don’t forget to… www.facebook.com/pointit Frank Coyle, Point It frankc@pointit.com Ian Mackie ianm@pointit.com