7 Reasons to Advertiseon Facebook

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2. Why Facebook?
• 900 million users
• Facebook = the future of advertising
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3. demographics + psychographics
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4. 7:46
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5. That’s 15.5 minutes the average
American spends on Facebook
every single day…
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6. 7 Reasons to Advertise
on Facebook
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7. 1. Reach
• 51 percent of Internet users
• Huge number of every group
• Engage them in a variety of ways
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8. 2. Precision targeting
• Location (ZIPs, area code, etc.)
• Age and birthday
• Education (e.g. Michigan State class of
’05)
• Connections
• Demographics
• Interests
• Relationship statushttp://fun-factory-store.net/blog/

9. 3. Cost control
• Advertisers (you) control how much you
spend for each campaign
• Budgets can be very low
• Better targeting = less wasted spend
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10. 4. Cost efficiency
• Precision = efficiency
• FB’s measurability means you can
keep driving down your cost per click
• Dollar for dollar, there’s no better way to get
the word out with relevancy
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11. 5. Simplicity
• Great UI makes setup a breeze
• Much easier than Google AdWords
• No PPC experience required
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12. 6. Interests targeting
• Ads are much more likely to perform better
when you target smaller, specific groups of
people!
• Display ads to the people who are most likely
to be interested in your product or service
• Customize your ad so it’s more appealing to
the audience you’re trying to reach
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14. 7. A/B testing
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15. 8. Friends-of-fans targeting
• 68% of FB users say a friend’s referral would
increase their chances of purchasing
• Advertise to the friends of your fans
• People viewing your ad will see that
someone they know is already a fan of your
brand …
• SOCIAL PROOF IS POWERFUL STUFF!
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16. Best Practices
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17. Create an awesome page!
• Make it visually appealing
• Include freebies and offers if appropriate
• Be ready to engage
• More engaged fans means you can more
fully leverage FB’s advertising capabilities
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19. Do your research
• Take advantage of targeting!
• Use Alexa or Quantcast for insights
• Find out who your general demographic is
(even if you think you already know)
• What other websites do they frequent?
• Search on YouTube for your keywords
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21. Example
• Women
• Professional
• Ages 30–35
• Live in Bay Area
• Drive a Toyota
• Like Oprah
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22. Tell them what to do
Include a clear action you want
your audience to take in the
body text of your ad
– “Learn more”
– “Join us”
– “Click here”
– “Enter your email address”
– “Buy now”
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23. Appeal to self-interest
Highlight any benefits, sales or
similar specials that your
business is offering
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24. Use eye-catching imagery
Always:
– Uncluttered
– Evocative
– NOT STOCK
– Relevant
Consider:
– Close-ups
– White background
– Branded
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25. Use time prompts
Create a sense of urgency to encourage
immediate action:
– “Today”
– “Act now”
– “Offer ends…”
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26. Pique their curiosity
Asking questions  higher CTR
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27. Test multiple offers
• Coupon
• “Like” your page
• Event invitation
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28. Use sentence fragments
• Keep sentences short + choppy
• Fragments add urgency, quicken pace of
reading, aid comprehension
• “Great gifts. Half price. Great Deal. Buy
now!”
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29. Use smart bidding strategies
• Start with CPM – Facebook gets paid!
• Start within the bid estimate they
recommend
• Start with a budget of at least $50/day
to make sure you don’t get lost
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30. Land in the right spot
• Message match!
• Conversion focus
• Ideally drive to a Facebook page
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31. Track your results
• Keep your eye on your analytics!!!
• Look for decent click through rate
(≥ 0.02%)
• Lower than 0.02% CTR after 1000
impressions? Pause your ad and start over
• Run up to 10 ads at a time, pick a winner and
pause the rest – ALWAYS SPLIT TEST!
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32. Show restraint
• Facebook doesn’t want you to stick out like a
sore thumb
• People aren’t necessarily in a buying mind-
set…be gentle with them
• Focus on the longer term “conversation”
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33. Don’t give up too easily
• Does your ad stink? (Be honest)
• Does your image stink?
• Have you split tested?
• Facebook advertising has worked for almost
every industry at this point – it’s about
having the right strategy
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34. Frequently Asked Questions
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35. Why not Adwords?
• Not an either/or situation!
• Advantage Facebook: brand building or for
products that a specific demographic always
wants
• Advantage Google: you have a product that
people need when they need it
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36. Which markets are succeeding?
Source: TBG Digital
1. Food and drink
2. Beauty and fitness
3. Retail
4. Home and garden
5. Non-profit orgs
6. Travel
7. Computers and
electronics
8. Internet and telecom
9. Games
10. Entertainment
11. Automotive
12. Directories
13. Job and education
Click-through rate leaders by industry:
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