February 11, 2013
acebook AdvertisingFor Business
Eric D. NelsonMarket Strategist, Gannett
February 18, 2014
GL East Summit (Condensed) I February 11, 2013
One caveatThis could all
change by the end of the presentation…
GL East Summit (Condensed) I February 11, 2013
• Why advertise on Facebook?• Business goals in a social world• Ad placements and targets• The numbers to back it up• “How much should I spend?”
Agenda
February 11, 2013
Why advertise on Facebook?
GL East Summit (Condensed) I February 11, 2013
Your customers are there
Reach them and move them
February 11, 2013
Business goals in a social world
Advertising goals
• Strong branding presence • New fan acquisition• Engagement on page• Promotional messaging / events• Lead capture
GL East Summit (Condensed) I February 11, 2013
February 11, 2013
Ad placements and targets
GL East Summit (Condensed) I February 11, 2013
WHAT SHOULD I SAY?
Headline, body copy,and image
Let the userdo the work
Let your contentdo the work
Where should I point them?
External website
Business page
Post
Landing page
Location (Geo)
Facebook ad targeting options
Age and gender
Sexual orientation and relationship status
Education level
Workplace
Interest targeting optionsPrecise interests
Broad Interests
WHERE DO I SEE THIS STUFF?
Ad Create Tool•Start with objectives
•Move to targeting
•Name your budget
Power Editor•Download program
•Manage multiple campaigns
•Optimize spend, all through dashboard
February 11, 2013
The numbers to back it up
Greater brand resonance
GL East Summit (Condensed) I February 11, 2013
Greater accuracy
GL East Summit (Condensed) I February 11, 2013
Greater ROI
February 11, 2013
“How much should I spend?”
GL East Summit (Condensed) I February 11, 2013
No right answer
GL East Summit (Condensed) I February 11, 2013
CPM: Do you want people to see your ad?How much would you spend per day?
CPC: Do you want people to click your ad?How much would you bid per click?
Budget: Daily? Monthly? Life of the campaign?Consider a lifetime budget but a daily cap
Ad position: Where do you want your ad?Right rail for fan acquisition or direct responseNews feed for fan engagement or post promotion
Things To Consider
February 11, 2013
acebook AdvertisingFor Business
Eric D. NelsonMarket Strategist, Gannett
February 18, 2014
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