Download Dennis Yu's Webinar presentation on the 7 Facebook Ad Secrets to Supercharge Your Business. May 9th, 2013

1. 7 Facebook Ad Secrets to
Supercharge Your Business
Presented by
Dennis Yu: dennis@blitzmetrics.com / @dennisyu

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Facebook is an addiction Photo by
Stewart Quealy
@dennisyu

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“Don’t you see that the whole aim of Newspeak is to narrow the range of
thought? In the end we shall make thoughtcrime literally impossible, because
there will be no words in which to express it. Every concept that can ever be
needed, will be expressed by exactly one word, with its meaning rigidly defined
and all its subsidiary meanings rubbed out and forgotten. … Every year fewer
and fewer words, and the range of consciousness always a little smaller.
- George Orwell, 1984
@dennisyu

4. 4@dennisyu
Marketers have unprecedented
capabilities in targeting & measurement

5. 5@dennisyu
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CUSTOM AUDIENCE TARGETING
Let the CAT Out!
Let the CAT out of the bag!

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Target your opportunities with CAT.
@dennisyu

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FACEBOOK EXCHANGE (FBX)
Remarketing bridges the gap from visitor to customer.
Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business

8. Recapture users who visited your site,
but didn’t enter their zipcode.
@dennisyu

9. Show your site visitors your ads on the web.
@dennisyu

10. How Facebook Exchange (FBX) Works:
@dennisyu

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FACEBOOK SEARCH ADS
Go search Facebook for “LogMyCalls”.
Facebook Ad Optimization Tips with Dennis Yu

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Target people by the companies they work for…
Dental Equipment Manufacturer:
Software Technology Start-Up
@dennisyu

13. And by job title.
13@dennisyu

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311,940 people
 who live in the United States
 who live in New Orleans, LA
 age 18 and older
40 people
 who live in the United States
 who live in New Orleans, LA
 age 18 and older
 who work at Entergy Services, Inc.
Workplace targeting is the most unparalleled feature
Facebook marketers have at their fingertips.
@dennisyu

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Carri Bugbee
Social Media Marketing
Strategist/Owner
Big Deal PR, Inc.
“You can't get very far starting out on Facebook
right now without spending $$ on advertising.
It's no longer possible to build critical mass
without that. It's pay for play. And depending
upon the type of business, you'll probably need
to offer deals now and then. FB definitely
requires a bigger investment.”
@dennisyu

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PAGE POST ADS +
SPONSORED STORIES COMBO
How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day

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Holly wood is asking:
“Is Facebook worth it?”
Read the LA Times article here.@dennisyu

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We analyzed 9 billion page posts over a 60-day
period before and after the change.
@dennisyu

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72% of movies and network TV shows have experienced
a drop in the number of people who see their posts.
@dennisyu

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23% of the biggest studio pages saw
a reduction in “engaged” users.
@dennisyu

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The largest pages lost 45% of their traffic,
followed by 36% for medium sized pages.
@dennisyu

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Facebook Expert Dennis Yu on Breaking
Edgerank & Creating Kick-A** Ads
Break Through EdgeRank Organically
@dennisyu

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What we know for sure:
Running ads gives an organic algorithmic boost…
Sponsored Story – Page Likes Sponsored Story – Page Posts
@dennisyu

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By increasing the organic and viral components.
@dennisyu

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Nathan Latka
Co-Founder, CEO at Heyo
"The best word of mouth comes from tangible
events where consumers connect with your
brand. Use these events as catalysts to drive
social world of mouth and amplify engagement.
@dennisyu

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For example, during a live webinar, we ask our
community to engage with us through comments on a
pinned Facebook status update therefore increasing the
reach of the page and PTAT. As follow up, they'll then
vouch for the thought leadership we provide through a
Facebook milestone which serves as world class social
proof for the webinar and the Heyo product."

27. 27@dennisyu

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Ali Mostofian
Founder | CEO at Orange Marketing:
Digital Marketing and Strategy
“Now you can manipulate any sponsored posts
right through your Ads Manager on Facebook!
You can change duration, time and also set up
your own budget! Just click on boost post on
your fan page, choose any budget, go to Ads
Manager and edit your ad...
Pretty nice and works well!”
@dennisyu

29. 29@dennisyu
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NEVER PROMOTE A POST
IMMEDIATELY
Why search PPC marketers are short-term thinkers

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Mari Smith
Top Social Media Influencer,
Author, Speaker
You want people to see that interaction is organic,
not have the "sponsored" label. I typically wait a
few hours since the last comment.
@dennisyu

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How Rosetta Stone optimized
from $21 a fan to $1.40 a fan and
millions in revenue.
@dennisyu
C A S E S T U D Y

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OBSERVATION #1
Use in-line likes.
OBSERVATION #2:
Write short wall posts.
OBSERVATION #3:
Ask questions.
Don’t just make statements.

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OBSERVATION #4:
Run your acquisition,
retention, and organic
campaigns at the same time.
Observation #5:
Branding is great,
but revenue is better.

34. ROI
Awareness: Amplify
what actually works
to engage fans.
Engagement: Once
users are engaged,
collect emails to increase
conversions.
Conversion:
Increasing social
visits to your website
increases sales.
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Social media is at the top of the funnel, so you are aligning your
messaging with the levels of engagement along the way.
@dennisyu

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LANDING TAB TO COLLECT
EMAIL ADDRESSES

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Dramatically increase conversion rates with this one trick:
@dennisyu
Have a like box next to the button.
The world of open authentication is upon us – log in with your Google, Facebook, etc.

37. 37@dennisyu
Email Has a Counterpart

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An email list subscriber is a fan.
An open rate is newsfeed coverage.
A click is a click. A share is a share.
@dennisyu

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Tim Ash
REALLY LIKES
Basecamp
Collect email and user info in one click.

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The Most Amazing Thing You’ve Never Heard Of On
Facebook, If You’re a Direct Marketer@dennisyu
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OFFSITE PIXEL
Track Fan Behavior

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Measure the ROI and success of ad campaigns
with the offsite pixel.
Create pixels that track
conversions, then add them to the
pages on your website where
conversions happen.
Conversion tracking also helps
show ads to people most likely to
convert off Facebook.

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How Marketo has seen their Cost
Per Lead drop to under $1.
@dennisyu
C A S E S T U D Y

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Drive Brand Awareness and Thought Leadership
@dennisyu

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Micro-target B2B

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Page Posts Drive Conversions
@dennisyu

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Drive Higher Quality Actions with Conversion Specs
@dennisyu

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Extra Credit
TOP TIPS FROM BLITZ

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Blitz Tips:
• Search ads run to an iframed page with retargeting.
• Search ads to steal competitor traffic.
• Offsite pixel for CPA bidding.
• Conversion specs used with Optimized CPM to optimize ad delivery for
specific actions.
• Place ads in mobile for maximum engagement.
• Onion Targeting is smart interest multiplication.
• Prune ads with broad category targeting.
• Partner Targeting to run ads based on user’s shopping behavior.
• PTAT to detect competitive ad spend.
• Facebook's Power Editor's special features.
• Target users by the companies they work for and by job title.

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• Let the CAT out of the bag!
• Dennis Yu on Ads Impact on Organic,
Facebook Retargeting, and Local Business
• Facebook Ad Optimization Tips with Dennis Yu
• How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day
• Is Facebook worth it? Film execs confide they may cut movie ads
• Facebook Expert Dennis Yu on Breaking Edgerank & Creating Kick-A** Ads
• Why search PPC marketers are short-term thinkers
• The Most Amazing Thing You’ve Never Heard Of On Facebook, If You’re a
Direct Marketer
A Few Dennis Yu Articles

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Tips from the Pros:
• You can’t get very far on Facebook without spending money on
advertising. It’s pay or play. FB definitely requires a bigger investment.
– Carri Bugbee, Big Deal PR
• The best word of mouth comes from tangible events
where consumers connect with your brand.
– Nathan Latka, Heyo
• Now you can manipulate any sponsored posts
right through your Ads Manager on Facebook!
- Ali Mostofian, Orange Marketing
• Never promote a post immediately. You want people to see that
interaction is organic, not have the “sponsored” label.
- Mari Smith, Top Social Media Influencer

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Grab your copy of our
Facebook Training Guide
AND beta Social Dashboard!
Join Blitz at Conversion
Conference Chicago!
June 11th – 13th 2013
Dennis Yu
CEO of BlitzMetrics
dennis@blitzmetrics.com
@dennisyu