Creating a campaign on Facebook

Creating a campaign on
Facebook
Brian Thornton

1
Copyright NetBooster 2012

Brian Thornton

Campaign Analyst at Netbooster

•  Marketing Strategy
•  Branding and performance
•  Google Analytics Qualified
•  Markets in South and North America, Europe,
Asia and Australia
•  Facebook, Yandex, Google Network,
vKontakte, Orkut
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Topics!

•  Some Facebook stats
•  Creating a measured ad and campaign
•  Some campaign management tips
•  Look to the future
•  Questions ? ? ?

3

Some well known side effects when running a campaign

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How you will feel after seeing how easy it is to create an advert

5

425

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Sources online:

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Create a measured ad and campign

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Ad Copy and Size

Title: 25 Characters incl spaces

Body: 90 Characters incl spaces

Image: 110 x 80 pixels

Link: Landing page should match what is in the ad

Facebook policy should be adhered to when writing copy
and offering services

http://www.facebook.com/help/?page=114593451970262
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Have clear set goals!

What is the aim of the advert?

What can I pay for a conversion?

How will I measure the results?

When is the best time to run the ad?

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Create an ad!

Lead Generator
Target: www.btplayground.com/form
Measuring tool: Google Analytics
Goal: Cost per lead of 50 kronor
Budget: 10.000 kronor
Runtime: Month of July

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Live ad set up

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Create an ad!
What we did

Create an ad in Facebook
Targeted: www.btplayground.com/form
Used Url Builder (Search url builder in google!)
Set A goal in Google Analytics to measure
Ran a test conversion
Made a report in Google Analytics

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Create a campaign!

Lead Generator
Target: www.btplayground.com/form
Measuring tool: Google Analytics
Upload tool: Facebook PowerEditor
Goal: Cost per lead of 50 kronor

20

Live campaign set up

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Male/Female 18-30
Sports interested

Male/Female 18-30
Fashion interested
Test by dividing campaigns by age
and group of interests

Male/Female 18-30
TV/Entertainment interested

Male/Female 18-30
Small Business owners interested
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Male/Female 18-30
Sports interested Ad1 Ad2 Ad3 Ad4

Male/Female 18-30
Sports interested

Male/Female 18-30 Ad1 Ad2 Ad3 Ad4
Fashion interested

Male/Female 18-30
Fashion interested
TV/Entertainment interested

Small Business owners interested
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Optimisation

Ad1 Ad2 Ad3 Ad4 Ad5 Ad6 Ad7 Ad8




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Lowering CPC

Higher CTR helps to lower the CPC

Try and use engaging content and images that your
target will likely click on

Check your reach vs Daily spend limit

Test by lowering max click bids by a %

Rotate new adverts in when CTR is beginning to drop

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Things to know

Facebook’s ad system will optimise adverts
within a campaign to what it sees as good
performing

This could have an effect on performance if
conversion is measured off Facebook

Set up your campaigns so that they can be
measured easily

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Measuring on a Facebook page

Post Like ad
Target: www.facebook.com/your page
Measuring tool: Facebook Insight
Goal: Cost per like of 30 kronor

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Live sponsored story set up

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Create an ad!
What we did

Create an ad in Facebook
Targeted: www.facebook.com/yourpage
Measured the campaign by actions
Exported a daily likes report to excel

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Generating likes

The use of a promotion and branded application can help generate fans
quicker than by using advertising alone

Test, Test and test

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Closing
Test Strategies

General ad copy vs niche targeted copy

Test different colour images (Product vs people)

Divide campaigns by age group and interests

Think creatively and of the whole process

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Map out what you want to do!

Sales from Fanpage

Advert Sale

Sales using a branded application

Advert Sale

Sales from website

Advert Sale
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Think outside of the box

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Nearly 74,000 likes

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Look to the future
Consider implementing open graph features on your site
https://developers.facebook.com/docs/

Sites with open graph:
www.rejta.se www.goalseye.com

Facebook Exchange – Real time bidding of Facebook
inventory to vistors that have been “cookied” elsewhere on
the web

Implementing a mobile strategy to create extra reach
https://developers.facebook.com/docs/guides/mobile/
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Questions??

Thank You!
Presented by:
Brian Thornton
Brian.thornton@netbooster.com
0766447712

http://www.linkedin.com/profile/view?id=76498563

Netbooster Sales:
Catrine Welander
Catrine.welander@netbooster.com
0766447704

http://www.linkedin.com/profile/view?id=38610552
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Questions at end:

When should you consider an agency?

You should consider an agency if you are unsure, want to scale up,
or find that it is taking too much time to run the campaigns yourself

Google vs Facebook?

Facebook can deliver good results for performance campaigns.
Comparing Facebook and Google is like apples and oranges. You
should more ask how they can work side by side and evaluate what
works best for your needs.

Some of the images used in this presentation have been sourced from the internet
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Creating a campaign on Facebook

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