Facebook Advertising – Who Says It’s Wrong to Buy Friends

Frank Coyle, President, Point ItIan Mackie, Sr. Client Manager

January 27, 2011

Presentation AgendaAbout Point It

• 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

Presentation AgendaAgenda

• 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

Presentation AgendaWhy Facebook Matters…Or Does It?

users

500,000,000

50% of users log on to Facebook in any given day

time

friends

Average user has 130 of them

Yes, it does… (…at least that’s what Goldman thinks)

Presentation AgendaThe Basics

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

Measure

Measure

• Facebook Reporting

• Facebook Insights

• Google Analytics

Case Study

Telluride Ski Resort

Telluride Ski Resort

Getting Started - Ads

Design An Ad– Destination URL

• FB Page

• Website URL

Facebook PageFBML (facebook markup language)

Pros:

• Build Trust

• ENGAGE w/ customers on more

personal level

• Easily share sales, news, events,

respond to customers

• Lead Gen

Cons:

• your updates can get lost in all the

chatter

• audience may not take well if

you’re always trying to sell

Website Landing page

Pros:

• Dedicated landing pages

w/ no other distractions

• Lead gen

• Brand awareness

Cons:

• Not as “sticky”

• A bit more difficult to get

them to “like” you

• Don’t really know intent*

At A Minimum…FBML!

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.

Presentation AgendaGetting Started - Targeting

Target Target Target

Dynamically

updates

Presentation AgendaTargeting – Likes & Interests

Pros: Great targeting abilities based on “real” user interests

Cons: Depends on the user adding these to their profile

Presentation AgendaTargeting - Connections

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!

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

Review Your Advert

Rename ad

Is It Good To Go? • Title

• Image

• Ad Text

• Advert Name

• Audience

• Campaign Name

• Bid Type

• Max Bid

• Daily Budget

• Ad Schedule

Reviewing Campaign Structure

Recommendation: Organize by landing page

Case Study 1

Case Study 2

Facebook >> Main Site• 3x the number of page views

• Avg Time on site: 6+ minutes vs.

33 seconds

Reporting

Facebook Insights

Facebook Reporting

Facebook Reporting

Four Reports• Advertising Performance

• Responder Demographics

• Responder Profiles

• Conversions by Impression Time

Advertising Performance

Number of “likes” or RSVPs for events

Cost per fan

Responder Demographics

Key take-aways:• Gender

• Age

• Region

Insights – via admin panel

Insights – Advertising Impact

Ads start

Ads start

Insights – Where & What

Q & A

Frank Coyle, Point Itfrankc@pointit.com

Ian Mackie

ianm@pointit.com

And don’t forget to… www.facebook.com/pointit