A beginners masterclass explaining the ins and outs of advertising on Facebook. Brought to you by e-CBD (www.e-cbd.com).

1. e-CBD Worshop: Facebook Advertising Luke Garfield September 2011

2. Facebook Advertising Adgenda

4. Password: f@ceb00kad5 - use a secure password

5. Time zone: Au - Sydney

7. Types of Facebook Ads Like Ads Sponsored Stories Standard Direct Ads

8. Facebook Advertising Steps 3 Design GREAT Ads Define Your Target Audience 2 Define Your Goals for Advertising 1 4 Pick & Manage Your Budget 5 Review, Test & Optimise

10. Sales

11. Likes

12. Branding

13. Page Views

15. demo and geo targeting likes, interests, education, work targeting connection targeting Segment and micro-target

16. Search & Display VS. Facebook

17. Facebook Ads VS. Search Ads

19. Create Ad Graphic

20. Create Own Ad graphics & Copy

22. Facebook DR – Micro Targeting . Fashion Neighbors Audio Gear Foo Fighters The Office Snatch 28-29 29-30 30-31 32-33 33-34 34-35 35-36 User Likes and Interests

23. Creating Facebook Ads

24. What You Need Destination Page (Landing Page) Enticing Heading Enticing/Eye Catching Image Well Crafted Body Text Pick Your Target Audience Choose Your Budget & Bid Price

27. Use A Landing Page

28. 25% - 200% Increase In Conversions Strong Message Match – Less bounced traffic Focus and Simplicity – makes it easy for the visitor to complete the MDA (most desirable actions) Less Interaction Points – avoids “wandering” But Why?

29. Landing Page – Huh?

30. Landing Page - Better

31. Landing Page – Very Nice

32. “The Milton”

33. Use “The Right” Image

35. Use images of people and products – logos aren’t overly successful.

36. Use images with good colours and contrast.

37. Close up images that take up most of the frame work well.

38. Images that are eye catching or unusual.

40. Test Ad Images to see which perform the best. 1st 3rd 2nd 5th 4th Like Ad - Best

41. Are you tired? Avoid Ad Fatigue Rule of thumb: Refresh your ad images when that ad generates impressions that are 3x your target audience size OR Every 10 - 12 days

42. Refresh images with simple changes

43. Refresh creative with simple changes

44. Refresh creative with simple changes

45. Reporting & Testing

46. Use reporting to Optimise

48. Ask questions The more question marks there are in an ad, the higher the CTR is. Having a question in the title can also provide a slight boost. (1%) Don’t overdo it though! If it doesn’t make sense to have a question, just leave it out.

49. Include a time prompt Encourage users to act immediately. Words like “now” or “today” and phrases like “limited time” can help emphasize the importance of taking action.

51. Try using words like:

52. Free

53. Discount

54. Promotional

55. Trial

57. Facebook Auction System

58. Factors influencing bid prices Competition with other advertisers and inventory available Ad performance (High CTR for CPC Ads) User feedback (small X next the ad or button)

59. Questions?