Advertising on Facebook

Facebook Advertising Tips and Best Practices – Welcome!

Intro to Site Pro SpecialtiesPresentation GoalsPresentation Agenda

Introduction - Site Pro Specialties

Who, What, Where...

Who

Site Pro was founded by Al Kuenn I am a PMI Certified Project Manager and

have a Marketing Degree from the University of Toledo.

I has been successfully working in the Information Technology business since 1985.

What

We are currently managing a number of Facebook campaigns for clients and in fact we are managing over $50K/month in ad spend on Facebook alone.

Site Pro Specialties is proud to be a Facebook Beta Test partner.

Where

Site Pro Specialties4545 E. Shea BlvdSuite 100Phoenix, AZ [email protected]

Facebook Advertising - Goals

Learn to navigate Facebook advertisingDiscover how to create ads to best reach

your audienceFind out what types of ads are the most

effectiveIncrease results with expert keyword

targeting techniquesLearn how to avoid costly pitfalls

Facebook Advertising - Agenda

Intro to Facebook advertisingSetting up your accountOrganizing your ads and campaignsCreating ads for peak performanceChoosing keywords to target your

audienceEvaluating your results

Intro to Facebook

400 Million UsersSpend an average of 53 Minutes online

each day.Advertising on Facebook is typically half

the price of Google AdWords advertising.

Setting Up an Account

http://www.facebook.com/advertising/The first thing you will do is create an ad.It seems a bit backwards, but all the major

advertising engines do it that way.

http://www.facebook.com/advertising/

Setting Up an Account

Creating an Ad

Things to know (or think about) before you create your Facebook ad.1. What landing page do you want send your

prospects to?2. What do you want to say in your ad?3. What image do you want to use in your ad? It

needs to adapt to a 110 x 80px format size.

Creating an Ad

Creating an Ad - Targeting

Creating an ad part 2 -- Targeting.1. What geographic location(s) do you want to

target with your ad?2. What Age Group and Gender do you want to

target?3. What Keywords will you want to target?

Creating an Ad - Targeting

Creating an Ad - Pricing

Creating an ad part 3 -- Pricing.1. Organize your account by campaign2. Think about your daily budget.3. Budget is set at the campaign level.4. Setting your bid price. Follow the suggested

bid!5. Use the CPC pricing model.

Creating an Ad - Pricing

Creating an Ad – Account Info

Creating an Ad – Review Ad

Tips and Strategy - Campaigns


Ad Organization - Campaigns.1. Organize your account by campaign.2. Budget is set at the campaign level.3. Ads are shown on the account level.4. Most accounts have multiple campaigns.


Ad Organization - Campaigns. Example – Yoga Studio.

1. Set up one campaign to target females2. Set up one campaign to target males.

All other parameters are the same….keywords, ad image, bid, etc.

Tips and Strategy - Ads


Ad Performance - Strategy.1. The most important thing is to watch CPM.2. You need to keep CPM at about .20 or better.3. Change your ad periodically when CPM starts to

fall.4. CTR directly affects CPM.


Ad Performance - Tips.1. Use as little verbiage as possible to convey your

message.2. Use an image that grabs attention.3. We typically change the images in our ads

weekly….again to keep CTR/CPM up.4. Bid on the higher range of the suggested bid to

keep the ad going for extended periods (2 weeks, etc).

Tips and Strategy - Keywords


Ad Performance - Keywords.1. Your keyword choices are limited to the

keywords that Facebook tracks in their members profiles.

2. Don’t put too many keywords in an ad.3. Keep the keywords in an ad ‘related’.


Ad Performance - Keywords. Example.

Piano lessons – possible keywords1. Piano 2. Learn piano3. Steinway4. Liberace


Ad Performance - Keywords. Example part 2.

Piano lessons – possible keywords1. Piano - instrument2. Learn piano - action3. Steinway - brand4. Liberace - artist


Ad Performance - Keywords. Example part 3.

Piano lessons – possible keywords1. Piano – instrument - .02 CTR2. Learn piano – action - .06 CTR3. Steinway – brand - .01 CTR4. Liberace – artist - .01 CTR

Tips and Strategy - Evaluating Results

Tips and Strategy - Results

Tracking Results – Reports

1. Advertising Performance2. Demographic Performance

Tips and Strategy - Results

Tips and Strategy - Summary

Five Things We Learned Today

1. How to create a Facebook campaign2. How to create an ad on Facebook3. Techniques for targeting your ads, including

keyword strategy4. How to use CPM to help with your bidding

strategy5. How to use reporting to track results.

Tips and Strategy - Questions

Thank You!

Questions?

Advertising on Facebook

Technology

Transcript of Advertising on Facebook