Using Facebook Ads To Build Conversations and Revenues

1. ®
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Facebook’s Best Kept Secret:
Building Conversions and
Revenue with Ads for Fans
Facebook advertising is about much more than posting. If you aren’t
optimizing Ads for Fans, it can be costing you conversions and revenue.
By Justin Kistner, Director of Social Products, Webtrends

2. At a Glance
Business Trend
At Issue
Business Solution
cost per fan, at a minimum.
marketing performance report.
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3. FACEBOOK’S BEST KEPT SECRET: BUILDING
CONVERSIONS AND REVENUE WITH ADS FOR FANS
From community site to performance environment
NE T U.S. DISPL AY A D R E V ENUE: SOURCE: EM A R K E TER; SEP TEMBER 20, 2011
Then why aren’t you getting better campaign results?
This is a good, because customers buy 36 percent more products and services from a brand after becoming a
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4. about Facebook ads.
WH AT CLICKS, WH AT COSTS. SOCIA BILIT Y IND E X . SOURCE: WEBTR ENDS, 2011.
engagement, use status updates to ask fans for their opinion or preference. When it’s time to push offers,
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5. Who is a fan?
Who Uses Facebook?
Source: http://www.istrategylabs.com/2010/01/facebook-
demographics-and-statistics-report-2010-145-growth-in-1-year/
UNDERSTANDING ADS FOR FANS
There are three common approaches to
brand," to gain fans.
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6. Cold call targeting averages
.05 percent CTR. Ads for Fans
reap a .35 percent CTR.
That’s 7X greater.
A BUCKET PLAN FOR SUCCESS ON FACEBOOK
best return on investment.
buckets are advised.
The Nurture Fans
The Acquire Fans
budget for acquisition.
The Friend of Fan
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7. creative refreshes.
DRIVING TRAFFIC FOR ADS FOR FANS
“ Gordmans, an Omaha-
based apparel and home
for engagement. fashions retailer, ran a highly
targeted Sponsored Like ad
against the regions where they
have 68 retail locations, a
female demographic, and
interest terms for bargain
hunting.
While most Facebook ads are
lucky to get a 0.05% click-
through rate (CTR), this
pages, events or custom tabs. campaign drove a 0.40% CTR
it was still generating 0.220%
CTR. Generally, anything at or
above 0.1% is highly
optimized!
Sponsored Likes also
decreased the cost per click
by 70% and cost per fan by
83% overall. That’s like getting
a 77% discount off from
Facebook!
To read the entire Gordmans Facebook
case study, go to www.webtrends.com
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8. TRACKING CAMPAIGN ACTIVITY AND CONVERSIONS
FROM FACEBOOK
the industry.
CHOOSING A ROBUST ANALYTICS SOLUTION FOR
FACEBOOK ADVERTISING
on Facebook fan pages
ad rotation.
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9. marketers a comprehensive view of all
digital marketing performance.
ROLLING UP FACEBOOK DATA
INTO A UNIFIED PERFORMANCE
REPORTING
ABOUT WEBTRENDS INC.
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