This is the presentation that I gave on September 23 , 2011 at the Fayetteville Chamber of Commerce. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.

1. 9/23/2011

2. Collin Condray
 16 years experience in web
development
 Web developer
 Programmer
 Retail data analysis for multi-
billion dollar companies (3M and
Tyson)
 Social media marketing
 Agency experience with
Collective Bias and Saatchi X
 Local speaker at University of
Arkansas, JBU, & Webster
University
 Director of Technology/Co-
Owner Blue Zoo Creative

3. Overview
 Strategy/Tactics
 How they work
 Best practices
 Metrics

4. Some Ad Terms
 Click Through Rate (CTR)
 Cost Per Click (CPC)
 Cost Per 1000 Impressions
(CPM)

5. Some Common Ad Terms
 Click Through Rate (CTR)
 Measure of how much
interactivity there is with the
ad
 Good for driving traffic
 Pay Per Click (PPC)
 Cost Per Click (CPC)

6. Some Ad Terms
 Cost Per 1000 Impressions
(CPM)
 Pay Per Impression (PPI)
 Good for spreading the word

7. Other Terms
 Equivalent CPM (eCPM)
 Useful for comparing
eCPM =
performance between (Total Earnings / Impressions )
campaigns x 1000
 Comparison items have
different pricing

9. Ads increase likelihood of online
actions

10. Ads increase likelihood of online
actions

11. Online Ads - Strategy
 Are you trying to:
 Drive sales of a product?
 Generate leads for a
service?
 Send traffic to your site
to monetize through ad
clicks?
 Increase awareness and
buzz around your brand?

12. Online Ads - ROI
 Sales, leads, and traffic are
easier to tie back into profit
 Some integrated tools to
help estimate ROI
 Buzz is more nebulous but
still important

13. Online Ads - Tactical
 Increase brand awareness -
General ad
 Advertise a specific product -
Link directly to the page to
buy this product
 Promote a special event-
Facebook or Eventbrite event

14. Online Ads - Tactical
 Target a specific audience-
send a different message to
this segment vs. your total
customer base
 Support current initiative-
Create a special landing
page with a this months
special or coupon

15. Online Ads - Tactical
 Advertise a seasonal product
like air conditioning,
heating, sport seasons, or
holidays.
 Promote your blog or
Facebook fan page to gain
new followers.

16. Not All Industries Are Equal

18. This section might
already be obsolete!

19. Facebook Ads
 Ads showing up in the
side bar of almost all
pages on Facebook

20. Facebook Ads - Pros
 750 Million users
 Inexpensive
 Targeted based on profile

21. Facebook Ads - Cons
 Only shows up on Facebook
 Low CTR

22. Facebook Ad Anatomy
 Title/Link
 Image
 Body
 Like

23. Facebook Ads - Title
 Title
 Defaults to Page title
 Can choose whatever you like
 Descriptive of promotional text
is better than just your business
names
 Link
 Website specifically designed
for Facebook visitors.
 Directly beneath the
Destination URL is a link to
“advertise something I have on
Facebook”

24. Facebook Ads – Design Ads
 Body Text.
 Short advertisement
 More than typical search
engine advertising
 Shorter text can prove more
effective.

25. Facebook Ads – Design Ads
 Image
 One of the largest impacts
on the ad
 Need something to stand
out
 Logo not necessarily a good
choice

26. Facebook Ads – Design Ads
 Try to include using people,
something creative, or
images that just “pop” when
your eye crosses over them.
 Picture is be small – it is only
110 x 80 pixels in size. Try
iStockPhoto.com for quality
photos if you don’t have your
own.

27. Facebook Ads –Target Audience
 Location
 Demographic
 Connections–
Friends/Non-Friends of
fan page
 Likes

28. Facebook Ads – Campaigns, Pricing
and Scheduling
 Campaign name
 Daily budget
 Schedule and length

29. Best Practices
 Get to the point
 Know when to fold ‘em
 Use a cute animal as your
image

30. Facebook Ads - Testing
 A/B Testing
 Title
 Image
 Body

31. Facebook Ads - Analyze
 Facebook Insights
summarize results
 Impressions
 Clicks
 CTR
 PPC
 Total spent
 Demographics

32. Extreme Targeting
 Create a Facebook Ad targeting those:
 Who live in the United States
 Who live within 25 miles of Austin, TX
 Who are between the ages of 25 and 55
 Who like advertising, advertising manager,
branding, ceo, community building, corporate
recruiter, director marketing, director sales
marketing, founder ceo, human resources,
marketing coordinator, marketing director,
marketing executive, vice president marketing, etc.
 Who graduated from college
 Cost: less than $5 day. Only need to run it for a
few days

33. Success
 How did the results tie
back into your strategy
 Did web traffic increase?
 Sales increase?
 Did visitors to take a
specific action such as
signing up to your
newsletter, attending an
event, or becoming
fans/followers?

34. Facebook Ads Walkthrough
 http://facebook.com/ads

36. Google Ads - Search
 Show up in search results
 Sponsored links on top
 Up to 5 ads in the side bar

37. Google Ads – Content Network
 Code provided by Google
inserted into websites
 Google shares the revenue
with the site owner
 Ads displayed are in
context with the content
of the site

38. Google Ads-Other
 Image ads
 YouTube video ads
 Phone/Tablet specific

39. Google Ads - Pros
 Pros
 Higher CTR than Facebook
 Shows up anywhere on the
web where people have
added AdWords
 Targeted to keywords.
Contextual to the sites it
shows up on.
 Can display on YouTube
 Keyword based

40. Google Ads - Cons
 Targeting is fuzzier
 Higher complexity

41. Google AdWords
 Get a Google account
 Also gets you access to lots of
other services (Gmail, Docs,
Web Analytics etc.)

42. Keyword Based
 Simple
 Keyword1
 Broad based
 Keyword1 and Keyword2
 Negative keywords
 Keyword1 but not Keyword2

43. Keyword Lists
 List keywords for each
campaign
 Divide them into ad groups

44. Getting Organized
 Account
 Campaign
 Ad Group

45. Google Ads Anatomy
 Headline (25 characters)
 Description 1 and 2 (35
characters)
 Display URL (35 characters)
 Destination URL (hidden)

46. Other Targeting Factors
 Language
 Demographics

47. Ad Extensions
 Location
 Product
 Sitelinks
 Call a phone number

48. Ad Writing Tips
 Include prices, special offers,
and unique selling points
 Use a strong call to action
(Buy, Purchase, Call today,
Order, Browse, Sign up, Get a
quote)
 Go to the most relevant page
on your site.

49. Keyword Do’s and Don’ts

50. Google Ads - Testing
 A/B Testing
 Title
 Body

51. Targeting Ads
 Think like your customers
 Use the Google Keyword tools
for related keywords
 Include keywords in ad text
 Use negative keywords
 Check your site’s web analytics

52. Review Performance
 Review performance often but
not too often.
 After your ads have been
running on these websites for a
period of time you will be able
to use these metrics to see
which are the best performing
sites for you.
 Show networks and focus on
the ones that work better

53. Review Performance
 On the content network the most
important statistic to look at is the
clickthrough rate (CTR).
 CTR on the content network will
typically be lower than for search.
 You can then look at the
possibility of individually
managing your cost-per-click
(CPC) for the top sites and focus
more budget on them.

54. Review Performance
 Check notification and
account alerts on the home
page
 Go to the “Campaigns” tab
and set the time range
 Review your keyword
performance.

55. Review Performance
 Review your ads
performance
 Refine your keywords and
ads
 Finally, test new keywords
and ads for your campaigns

56. Success
 How did the results tie
back into your strategy
 Did web traffic increase?
 Sales increase?
 Did visitors to take a
specific action such as
signing up to your
newsletter or becoming
fans/followers?

57. Google AdWords Specific Metrics
 Clickthrough Rate (CTR)
 Keyword Status-Eligible
 Average Position out of 11 ads
 First Page Bids-Are you spending enough
to get your ads on the front page
 Quality Score-Google rewards relevant,
quality advertising with a higher position
on the search page and lower costs, so
making sure your ads are high quality is
really important.

58. Extras
 Google Analytics
 Conversion Tracking

59. Google Ads Walkthrough
 https://adwords.google.com

61. BlueZooCreative.com
Twitter.com/ccondray
9/23/2011