1. Facebook Best Practices
Presented by:
Steve Burnett | Director of Paid Search Strategies
EngineWorks, Inc.
www.engineworks.com

2. Facebook Best Practices
Agenda
3. Evaluate Performance
2. Demographic Targeting
1. Why Advertise On Facebook?

3. The most popular website in the world!
• 500 million active users
• 150 million active users on mobile devices
• 900 million interactive objects (pages, groups, events, communities, etc.)
• 1 million websites integrated with FB platform
Why Advertise On Facebook?
Facebook Best Practices

4. One of the most interactive channels on the Web
• 50% of Facebook users login at least once per day
• More than 1 million websites link to Facebook
• Advertisers can use profile information to reach specific users
• True demographic targeting
Why Advertise On Facebook?
Facebook Best Practices

5. 1. Google AdWords Demographic Targeting
• Content network only
• Data provided by website owners describing target audience
2. Microsoft “targeting” = demographic bidding
• Uses Windows Passport data to determine who’s searching
• Searchers must be logged into Passport account
• Age and Gender targeting only
Demographic Targeting
Facebook Best Practices

6. Facebook users provide a lot of valuable information (almost everything!)
• Age
• Gender
• Location
• Education
• Career history (including current position)
• Connected individuals and groups
• Books, music and movies we like
• Relationship status!
• Everything!
Demographic Targeting
Facebook Best Practices

7. Setting up a Facebook advertising campaign is easy!
• Login and click “Advertising”
• Drive traffic to your website or to your Facebook page?
• Selling something, generate leads, or build a fan base?
Demographic Targeting Goals
Facebook Best Practices

8. Who do you want to target?
• Location
• Demographics (age, gender, relationships, languages spoken, etc.)
• ‘Likes’ and interests
• Education and work
• Connections on Facebook
Demographic Targeting Goals
Facebook Best Practices

9. True power of Facebook: Ability to target ‘likes’ (not just keywords)
• Ads only show to users with one or more ‘likes’ and interests
• Try starting with a broader audience and refine targeting
• Relevant ‘likes’ = Higher CTR and Conversion Rate
• Estimator Tool
Affinity Targeting – ‘Likes’
Facebook Best Practices

10. Best way to promote a social event or occasion
• Promote specific page, application, event, or group
• Warrior Dash!
• Continuous engagement
Demographic Targeting Goals
Facebook Best Practices

11. Best way to promote a social event or occasion
Demographic Targeting Goals
Facebook Best Practices

12. Facebook ads – much more compelling
• 25 character headline
• 135 characters of body text (no ‘description line’ limitations)
• Enticing images – amateur photo look, local settings & personalities, etc.
• Image size = 110 pixels wide x 80 pixels tall
Make Your Ad Standout
Facebook Best Practices

13. Monitor ad performance closely (make necessary changes)
• Click Through Rate (CTR)
• Change ads frequently to prevent viewer fatigue
• If CTR declines, pause ad … re-activate later
• Call-to-action not working? Change it!
• Need more visitors? Adjust targeting to less restrictive
Evaluate Performance
Facebook Best Practices

14. Professional Social Media Marketing
Steve Burnett
Director of Paid Search Strategies
steve@engineworks.com
http://facebook.com/EngineWorksSEM
http://twitter.com/1trackjack
Don’t Wait!
Facebook Best Practices

15. Data-Driven Internet Marketing