New Facebook features allow businesses to benefit from improved advertising and engagement options. Key updates include expanded ad formats and placements on mobile, in newsfeeds and when users are logged out. Premium advertising tiers provide reach to millions for $25,000 per month minimum budgets. Powerful targeting and analytics tools help marketers optimize campaigns. Landing pages enhance the ability to direct users within Facebook or outside it.

1. New Facebook Features
How Businesses Can Benefit
Dave Kuhl
Ian Mackie
March 21st 2012

2. Webinar Logistics
• Event is being recorded
• Email with link will be sent out later this week
• Ask questions throughout

3. About Point It
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all
verticals and revenue models

4. Branding with Photos

5. Cover Photos
• Cover Photo
– 850 x 315 banner
• Can’t include
– Price or purchase info
– Contact info
– Calls to action
– References to features
such as “Like” or “Share”

6. Timeline Apps
1. Category Description
150 characters
2. Photos
3. Map
1 2 4 5
4. Custom app picture
5. Additional apps
6. Likes
1 2 6 3

7. Likes
• Best practice –
put likes down
below
– Allows additional
custom app above
– Takes attention away
from being able to
click through to likes
• New feature: “Likes”
button will show
statistics about users
& performance
– Great tool for
competitive analysis

8. Apps
Up to 810 pixel apps
Used to be 520

9. Messaging
• Don’t have to be a
fan to message
• Brands can’t initiate
message, only
visitors

10. Featured Events
Highlighting

11. Featured Events
Pinning posts
– Stays at the top of your
timeline for 7 days

12. Featured Events
Milestones
– Tell your story!

13. Facebook Ads
Are you confused yet?

14. Facebook Ads
What’s New:
1. Right-hand side
2. News feed on wall
3. News feed on
Mobile
4. Log-out ads
5. Offers
6. Power Editor
7. Landing Pages

15. The results are in…
“Facebook Premium: ads
everywhere, ads everywhere. Sorry,
Zuck, an ad is not a story.” Another
blogger quipped, “A marketer’s
dream, a user’s nightmare.”
Forbes.com "Bottom-line- this is gonna fail because
People don't want to recommend an
ad," said Natalie L. Petouhoff, a former
senior analyst at Forrester Research.
"For end users, receiving an ad that is
irrelevant socially, contextually or locally
could quickly dull them to the Facebook
mobile experience, rendering the ads
ineffective. Facebook and the rest of the
social media ecosystem could face severe
backlash if locally relevant ads are not core
to their advertiser offering. “
readwriteweb.com

16. Facebook Premium:
What’s actually “new”:
• Mobile
• Log-out ads
• Right-hand side
• Offers

17. Facebook Premium
Who sees them?
• Right-hand side
• anyone
• News feed
• Powerful…but only fans
& friends
• Mobile
• Fans & friends
• ~50% of users access via
mobile
• Log-out ads
• Anyone
• 37M users log out every
day

18. Facebook Premium
Only a $25K per month minimum – down from $30K!
• Content is the ad
• Based on posts & “stories”
• Ask for engagement
– Ask a question
– Post an event
– Post crazy photos
• Good for:
– Product launch
– movie premier
– big sales event

19. Marketplace (self-serve)
The Basics:
• Structure: campaigns + Ads –
no ad groups
• Segment – seasonality, goals,
demographics, etc.
• ~ 3-5 ads per campaign
• Comparing ad performance? Ad fatigue
Two identical campaigns w/
different ad
• Body text 135 to 90
characters
• Images (110x80) – faceshots,
contrast + color

20. Ad Types
• Sponsored Stories
– No major changes
– One of the most efficient
ways to get “likes”
– Social Context
• Facebook Ads
– Ad from a Page Post
• Increase awareness
• Promote specific post w/
offer
– New ad message
• Choose landing page
• Use list feature to find
actual likes & interests

21. What is new…
Power Editor (Boom!)
• Easily add, edit campaigns,
ads, etc.
• Combine Broad Categories w/
Specific Interest/Topic
targeting!
• “And” not “Or”
RSVP for Events
• Join
• Invite Friends

22. Landing Pages
• In-Facebook
– Custom tabs/apps
• Timeline replaces Wall
• Ignore admin-only tabs
• All other targeting exists
– New App Page Dimensions
• Now 810 pixel wide
• Location of Like button
• Create a landing page
experience
– TIP: Lower CPCs

23. Landing Pages
• Outside Facebook
– Higher CPCs (seriously)
– Lose “social” context of ad
– Control user experience w/
dedicated landing page
…but there’s more…
USE Suggest an Ad!!!

24. Final Thoughts
• Facebook Premium – big budgets, big reach
• Power Editor – ask your rep for access
• Landing pages – opportunity to lead user
• Sponsored Stories – acquire fans cheaply
• Ad from Page Post – increase engagement
• Suggest An Ad – include social context w/
external ads

25. Q&A
Dave Kuhl
Senior Client Manager
206-973-5485
davek@pointit.com
Ian Mackie
Senior Client Manager
206-973-5481
ianm@pointit.com