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www.instantetraining.com
Social Media for Business – Starts October 5th
www.instantetraining.com/online-marketing-workshop/social-media-
training
Top Social Media Experts including….
Great topics like….
Social Media Strategy Social Community Management
Twitter Tricks & Tips Online Reputation Management
Social Video Marketing LinkedIn Strategies for Growth
www.instantetraining.com
Facebook Ad Optimization:
Strategies & Tactics
Brian Carter @BrianCarter
www.instantetraining.com
Instant E-Training Member’s Area
Workshop videos will be housed
under this tab. We plan to upload
recordings between 4-6 hours
after the session ends.
Pre-reading Materials
before every session.
www.instantetraining.com
Agenda:
Facebook Ads: Strategies & Tactics (In US EDT - Eastern): - Brian Carter
•11.55 am – 12 PM – Introduction
•12 pm – 12:40 pm – Presentation - Brian Carter
•12:45 – 1 pm – Q&A with Brian Carter
Ads Targeting - Hands-On Workshop: Bob
•1.05 pm - 1.25 pm - Walkthrough of Tools
•1.25 pm - 1.30 pm - Q&A
www.instantetraining.com
• Recognized authority with over 12 years
of Google & Facebook marketing
• CEO of FanReach.net, Facebook
Program
• Author of two soon-to-be-released books
• Speaks globally & cited by all major
publications (did we mention that he
loves stand up comedy)
Meet Brian Carter
www.instantetraining.com
Facebook Ad Optimization:
Strategies & Tactics
Brian Carter @BrianCarter
WHY FACEBOOK MARKETING?
Facebook is Huge
• 750 Million Users
• More than 150 Million in the U.S. alone
• Only India and China have larger populations than Facebook
• All age groups are well represented
@briancarter www.likeonomics.org
Facebook gets more page views than Google
Businesses are expected to spend more than $2 - $4 billion dollars on Facebook Ads in
2011.
The Gold Rush For Fans
Some companies are paying to acquire 100,000’s of fans.
@briancarter www.likeonomics.org
Paying For Likes
They pay up to $2.00 per fan.
@briancarter www.likeonomics.org
Paying For Likes
More viral than email, fans may be
worth 2-3x the value of an email subscriber.
@briancarter www.likeonomics.org
The Most Powerful Prospect-Targeting Opportunity in History
• Never before in history has the average business had the power to target this many people this specifically
• 730+ Million Users
• Target by demographic, location and likes
@briancarter www.likeonomics.org
Likes Decrease Costs
When more people Like your ads, the cost of these ads decreases
@briancarter www.likeonomics.org
Likes Capture Prospects
“Ad Likes” capture
prospects
@briancarter @briancarter www.likeonomics.org
FACEBOOK ROI
Facebook Profits: FanReach Case Studies
Baseball Roses
• 473% ROI
• 4.35% Conversion Rate
Note: we do not have enough data to know if these results are typical.
Facebook Profits: FanReach Case Studies
Rosehall Kennel
• 6500% ROI
• Started getting sales with less than 500 fans after spending less than $100
Note: we do not have enough data to know if these results are typical.
Facebook Conversion Rates with FanReach
Facebook conversion rates are good
Note: we do not have enough data to know if these results are typical.
FACEBOOK STRATEGIES
Prospect Path
Fan Purchase
Fan Blog/AdSense
Fan Affiliate
Ad Email
Ad Purchase
Fan -> Purchase Path
Fan -> AdSense Path
Fan -> Affiliate Paths
Click Affiliate Link
Ad ->Email Monetization Path
Ad -> Purchase Monetization Path
HOW MANY ARE DOING A GOOD JOB OF FACEBOOK MARKETING?
But wait first
HOW MANY ARE VISIBLE TO 50% OR MORE OF THEIR FANS?
An average of 7% - 16% of fans see daily posts from a page they’ve liked
HOW MANY HAVE AN AVERAGE FEEDBACK RATE OVER 1.0%
Many pages average 0.1% to 0.6%
FACEBOOK VS GOOGLE
finds people via Keywords
finds people via Likes (Interests)
AdWords vs Facebook
Demographic
Targeting is Limited
Demographic Targeting is
Accurate
AdWords vs Facebook
How Different Are Facebook Ads?
Facebook Adwords Interests (Likes) Yes No
Intent (Searches) No Yes
Location Yes Yes
Age & Gender Yes No
Marital Status Yes No
Workplace Yes No
Education Yes No
AdWords vs Facebook Fa
ceb
oo
k
Sear
ch
Search vs. Facebook
Facebook can help you reach more prospects and change the minds of prospects higher up in the funnel
Search vs. Facebook
Low Hanging Fruit
Search vs. Facebook
Owning & Influencing Your Audience
You can
own your audience
on Facebook
3 Marketing Methods
Increasing ROI
Biggest Profits!!!
The Facebook Fan Opportunity
F1000 (NDA)
• Outdoor Industry Ecommerce
• 260,000 fans in 3 months
• 62% of fans were from word of mouth
• 99,122 fans directly from paid ads
• Total ad cost of $13,758.22
• Cost per paid fan = $0.14
• Cost per fan all fans = $0.053
Some of Our Case Studies
Niche Cost Per Fan Fans Grown Feedback %
Vacation Rental $0.25 5,500 2.0%
Boxing $0.003 13,300 1.5%
Pet Supplies $0.10 9,000 1.5%
E-tail Outdoors $0.09 2,400 1.1%
Automotive $0.07 1,900 0.75%
Parenting $0.05 95,000 0.5%*
Civic/Political $0.03 6,100 2.0%
The goal here was to get clicks to the site more than likes or comments.
FAN TARGETING WITH ADS
The Best Fans Are…
CTR
CPC CR
ROI
Facebook Ad Targeting Methods
1. Demographic Targeting
2. Psychographic Targeting
3. Geographic Targeting
Facebook Advertising Process
DEMOGRAPHICS not just for traditional marketing anymore
DEMOGRAPHICS
clues.yahoo.com alexa.com “audience” quantcast.com compete.com (paid)
REAL?
This is better. Get 3-5 of these.
Meet Customers = Real People
Spy On Their
Profiles!
Some Facebook Niche Sizes
Interests: Most Unique Thing
Education & Workplace
Even Sexual Orientation
Low cost per click comes from
High click through rate and
Low to moderate bidding competition
in target
Facebook Ad Metrics Research
• Social impression % does not necessarily correlate to higher action rates
• Don’t be wooed away from other factors in creating ads
CREATE: Consistency --> CTR
Consistent = No-Brainer
Consistent = No-Brainer
90% of Cheap Fans Come From…
This here little LAHK button
FACEBOOK AD IMAGES & COPY
No-Brainer Ad Copy FORMULAS
Click Like if you love
<interest>!
No-Brainer Ad Copy FORMULAS
Do you love <interest>? Then Click Like below
now!
Brick Could Do Facebook Ads
Pricing/Bidding
Faces Because…
Happy Because…
THREE SECONDS TO CHOOSE YOUR FAVORITE IMAGE
On the next slide you have
QUICK which baby is BEST?
Upward chart depicting the increasing number of upward charts used in
Facebook ads.
LOTS
Headline/Page Name Problems?
FACEBOOK AD OPTIMIZATION
Advertising Process: Optimize CPF
Advertising Process: Optimize CPF
Cost Per Fan = Spent / Connections
Advertising Process: Optimize
OPTIMIZE
Use the responder demographic report to find the groups with the highest CTR (click on the CTR column twice so that the highest CTR groups are at the top)
3%
0.30%
0.10% 0.05% 0%
1%
1%
2%
2%
3%
3%
4%
Awesome Great Good Amateur
Facebook Ad CTR
$-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
Amateur Good Great
Facebook Ad CPC
$-
$0.50
$1.00
$1.50
$2.00
$2.50
Great Good Amateur
Facebook Ad CPF
Webtrends Says The Average Company Gets Fans For $1.07 Each
Comments: Go back to my slide about amateur performance vs. best practice
Facebook Ad Burnout
• Over time, the same ad will be less interesting to an audience
• CTR decreases and CPC increases
How To Fight “Ad Burnout”
Change up the image
Rewrite the copy
Create a promotion or something newsy to tell them about
Pause the ad for a few weeks and then run it again
Not Granular Enough: $4.15 per fan
Comments: This is one of my first Facebook ad campaigns ever, and a great example of how not to do it. Notice how different the targets are from one another and how the ad copy doesn’t mention them at all. This ad makes the mistake of assuming you care about what I’m promoting, and has no call to action at all, thus the low CTR and high CPC.
3,599 fans for $76.09 … 2 cents per fan
Comments: Slightly more than 2 cents per fan. Check out the clever use of “loooove” to grab attention and emphasize the passion. Keep in mind, though, this ad may be a violation of trademark, so watch out for that and don’t use other people’s trademarks or you’ll be at legal risk and Facebook can even shut your account down.
1,118 fans for $36.13… 3 cents per fan
Comments: A little over 3 cents per fan. Part of the key to high CTR is the right image. With horses, it’s not easy to get the whole horse into a 110x80 image and still see much. For viewers to connect emotionally with the image, they have to be able to see it, so only the head is shown here, and this is a nice, friendly looking horse.
753 fans for $12.23 … 1.6 cents per fan
Comments: Another ad questionable in terms of using someone else’s likeness. The two advertising guidelines that apply are: • 4b. Ads must clearly represent the company, product, or brand that is being
advertised. • 5a. Ads must not be false, misleading, fraudulent, or deceptive. • 12a. Ads cannot include any content that infringes upon the rights of any third
party, including copyright, trademark, privacy, publicity or other personal or proprietary right.
30 cents per fan
Comments: Here’s an ad that doesn’t violate the guidelines but manages to get 30 cent fans. For an odd target like this, that’s actually pretty good.
25 cents per fan
More ads from Corey McNeil
Comments: Corey is an expert SEO and a FanReach student who has studied the heck out of our material, and we talk about his results in a lot of our videos and courses. He only shows CPC here but you can estimate cost per fan from the action:click ratio here… respectively 6 cents, 20 cents, 75 cents and 90 cents. See how the cheapest cost per fan is the simplest ad? NO BRAINER marketing, buddy!
458 Fans for $24.34 = 4.5 Cents Per Fan
Mark’s business works great on Facebook and poorly with AdWords. This is because his product is a hybrid of two or three interests… people who love baseball or softball and the people who want to give roses to them. Baseball plus romance. AdWords is built to harvest people with specific popular interests- only a fraction of those who like those sports ALSO want to give roses. Only a fraction of those who want to give roses like those sports. That leads to a bad CTR and low quality score in AdWords and a high CPC. But in Facebook, Mark can cheaply gather people who like all of those things and then market to them repeatedly on the fan page, and it works - he gets a 473% ROI on his fan acqusition ad spend.
B2B Facebook Fan Acquisition If you slicing and dicing doesn’t get you cheap fans, go extremely general. Less competition there.
B2B Facebook Fan Acquisition
You still need to think about your B2B people and what their goals and dreams are. Pump these up in the image and ad copy to increase CTR.
25 Cents Per Group Member
If we have time…
PART dos: Post LIKE Tips from bears
The PROBLEM?
Increase Feedback Rate
GOAL: 1.0% or higher Feedback rate per post
Ask for More Likes and Comments
Ha Ha… Duh!
Post Formulas
"Click Like if…" and keep the second part simple, make sure it’s something most of your fans will like.
Post Formulas
To get Comments, ask a question or say, "Tell me in the Comments below…" followed by whatever you want to know
Posts Based on Demos/Interests
Ponies (photo of pony): "Click Like if you love ponies! What's your favorite thing about them?"
B2B Question
"What’s your biggest goal this year in internet
marketing? Comment below!”
How To Have It All
“CLICK LIKE if you think the Heat can SWEEP Dallas or COMMENT as to why the Mavericks will make this a series.”
- Sportscenter
The formula is:
“Click Like if you think [one thing] or Comment as to why you think [the opposite]”
Sell The Dream
How To Figure Out Your Customer’s Dream
What kind of ideal life or business situation do these benefits lead the customer toward?
Selling The Dream
Selling The Dream
Selling The Dream
Selling The Dream
9 THINGS PEOPLE DREAM ABOUT SELLING THE DREAM
How To Figure Out Your Customer’s Dream
Which of the 9 things people dream about do you help people with?
LUXURY
AWE
OPTIONS
CONNECTION
FREEDOM
BELONGING
FUN
LOVE
RELAXATION
How To Figure Out Your Customer’s Dream
How are these dreams different for each of
your 3-5 customer types?
Write Lots of Words
Describe in as much detail as possible what the fulfillment of these dreams looks like for people.
Image Brainstorming
Sell That Dream
Now talk to your fans about those dreams while asking for likes and comments!