Marketers: Just because you might not pay attention to Facebook ads doesn't mean that tons of people in your target demographic aren't. This presentation charts why tapping into Facebook's social graph is a win-win over traditional marketing methods.

1. A SKEPTICAL
MARKETER'S GUIDE TO
FACEBOOK
ADVERTISING

2. WARNING:
This presentation has
a point of view.
(And a bit of an attitude.)

3. Show of hands

4. How well are those ads
working for your business?

5. Do you think your
target audience
goes to those locations
to read ads?

6. Your Ad Choices: Round 1
Facebook ads Traditional ads
 “Nobody looks at them.”  “Nobody looks at them.”

7. How close can reach your
target market with your
current ads?

8. Can your ads hone in on a user’s…
 Age
 Academic degree
 Academic major
 University
 Workplace
 City/State/Country
 Interest
(among other demographic
 Associations and psychographic
variables)?

9. (Facebook ads can.)

10. Your Ad Choices: Round 2
Facebook ads Traditional ads
 “Nobody looks at them.”  “Nobody looks at them.”
 Robust demographic  Limited demographic
targeting abilities targeting abilities

11. How do you currently track
the success of your
ad campaigns?

13. Here’s how you can track
progress with Facebook.

14. Facebook ad trackable metrics
 Impressions
 Clickthrough rate
 Clickthrough % based on demographics
 New page “Likes” based on ad clickthroughs
 Cost per click (CPC)
 Cost per thousand impressions (CPM)
(among other categories)

15. Your Ad Choices: Round 3
Facebook ads Traditional ads
 “Nobody looks at them.”  “Nobody looks at them.”
 Robust demographic  Limited demographic
targeting abilities targeting abilities
 Can track success at  Very few (if any)
any time tracking options

16. What can you do
if you know
your current ads are
underperforming?

18. Facebook: Anytime access to…
 Pause your ad
 Stop your ad
 Edit or start over with a new ad, image, or text
 Edit or start over with new demographics
 Edit or start over with new a bid per click

19. Your Ad Choices: Round 4
Facebook ads Traditional ads
 “Nobody looks at them.”  “Nobody looks at them.”
 Robust demographic  Limited demographic
targeting abilities targeting abilities
 Can track success at  Very few (if any)
any time tracking options
 Can pause, stop, or  Cannot modify ads.
modify ad at any time Cannot stop print ads.

20. Review:
Advantages of Facebook ads
 Can be specific in who you want to see the ad
 Can track success of your ad using several
different metrics
 Can modify ads to maximize your potential of
hitting your marketing goals
 No upfront costs
 Pay per click/impression, not by # of ads

21. Back to the hands

22. Want to join me on Facebook?
My Facebook fan page gives weekly social
business tips and news:
http://www.facebook.com/sierratierramarketing
You can also find me at these hotspots:
 LinkedIn: http://www.linkedin.com/in/kalnerwilliams
 Twitter: http://www.twitter.com/sierratierra
Sierra Tierra Marketing: www.sierratierra.com

23. For further reading
 http://www.spinsucks.com/social-media/case-study-wholesome-tummies
 http://mashable.com/2011/05/04/facebook-ad-display-market/
 http://www.searchenginejournal.com/facebook-advertising-vs-google-adw
 http://www.socialmediaexaminer.com/should-you-advertise-on-facebook

24. Photo credits
 Show of hands:
http://www.flickr.com/photos/4nitsirk/5116603625
 Waiting for a call:
http://www.flickr.com/photos/alancleaver/4446487402
(from Alan Cleaver)
 Prayer:
http://www.flickr.com/photos/cutenadevil/4705366381/