Facebook Ads expert Chad Hacker and Facebook Ads fangirl Anna Sawyer explain the fundamentals. Learn to “Like” Facebook! We’ll show you how you can make Facebook measurable, attainable and profitable. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Facebook Ads:
You Can Make
Them Work!
Learn to “Like”
Facebook in 25
minutes.
#likeFacebookAds

2. #likeFacebookAds
trada.com

3. Chad Hacker,
Director of Optimizer Enablement
@trada
Anna Sawyer,
Marketing Manager
@annafsawyer
trada.com

4. FACEBOOK
IMPRESSIONS
4
EVERY DAY

5. Facebook Ads are the
The bottom line: most versatile,
targeted way to
advertise online. And
they have
incredible reach.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

6. Challenges with
Facebook advertising
(why it’s scary)
Chad Hacker: @trada Anna Sawyer: @annafsawyer

7. BANNER BLINDNESS

8. You have to hire a
graphic artist to make
all the ad creative.

9. Targeting is
powerful - but
how do you
get your ads
in front of the
right people?

10. Who sees your ads?
Chad Hacker: @trada Anna Sawyer: @annafsawyer

11. Facebook Glossary
The number of individuals
who liked your Facebook
page, RSVPed to your event,
Connections or installed your app within
24 hours of seeing your ad
or sponsored story.
Basically, a connection is a
conversion.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

12. Facebook Glossary
The number of individual
Reach people who saw your
sponsored stories or ads.
Reach can be equated to
unique user impressions.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

13. Facebook Glossary
The number of people
Social Reach who saw your sponsored
stories or ads because
their friends liked your
page, RSVPed to your
event, or used your app.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

14. Facebook Glossary
The average number of
Frequency times each person saw
your campaign's sponsored
story or ad.
This is helpful for gauging
ad fatigue.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

15. Basic Ad Formats
Chad Hacker: @trada Anna Sawyer: @annafsawyer

16. Basic
ads

17. “Like” ad
Links to tab on
Facebook page
Chad Hacker: @trada Anna Sawyer: @annafsawyer

18. Event ad
Links to event
Chad Hacker: @trada Anna Sawyer: @annafsawyer

19. Application ad
Links to application
Chad Hacker: @trada Anna Sawyer: @annafsawyer

20. Standard ad
Links to specified
URL
Chad Hacker: @trada Anna Sawyer: @annafsawyer

21. Sponsored
Stories
Chad Hacker: @trada Anna Sawyer: @annafsawyer

22. Sponsored
Stories
Chad Hacker: @trada Anna Sawyer: @annafsawyer

23. Page “Like” Story
Mary-Jane likes your
page
Page “Like” Story lets
Mary-Jane’s friends
know about the like
Chad Hacker: @trada Anna Sawyer: @annafsawyer

24. Page Post Story
You published a post
to your page’s fans
Page Post Story
allows this post to
show up in more
fans’ news feeds
Chad Hacker: @trada Anna Sawyer: @annafsawyer

25. Page Post “Like”
Story
Fidji liked one of
your page posts in
the last 7 days
Page Post “Like”
Story lets Fidji’s
friends know about
post like
Chad Hacker: @trada Anna Sawyer: @annafsawyer

26. App Used and
Game Played Story
Lauryn played/used
your app/game
App Used/Game
Played Story tells her
friends about this
action
Chad Hacker: @trada Anna Sawyer: @annafsawyer

27. App Share Story
Hayes shared a story
from your app in the
last 7 days
App Share Story lets
Hayes’ friends know
about the share
Chad Hacker: @trada Anna Sawyer: @annafsawyer

28. Check-in Story
Lisa checked in or
claimed a deal using
Facebook Places
Check-in Story lets
Lisa’s friends know
about it
Chad Hacker: @trada Anna Sawyer: @annafsawyer

29. Domain Story
Mike liked/shared
content from your
website or pasted a
link from your site to
his wall
Domain Story lets
Mike’s friends know
about this action
Chad Hacker: @trada Anna Sawyer: @annafsawyer

30. [WEBINAR]
Facebook Ads:
Which
Ad Types and
Targeting are
for You?
January 19, 2012

31. The complexity and
potential of targeting

32. age likes
interests birthday
There are so many
ways to target ads in
apps education
Facebook, it can be
incredibly confusing.
timeline
friends
content
event
fans
RSVPs

33. Narrowing your audience
When choosing
targets, focus on two
things:
Thinking outside the box
Chad Hacker: @trada Anna Sawyer: @annafsawyer

34. Targeting Overview
800 Million
Segment & Hypertarget
Users
Leverage Targeting Options:
Target by: Country, State, Province
Demo and Geo City or Zip Code Targeting
Targeting
Target by: Gender, Age, Birthday,
Workplace & Relationship Status, Language
Education
Targeting Target by: Workplace, Education,
Preferred Language
Likes and
Interest Target by: Favorite TV Shows,
Targeting Movies, Books, Music, Hobbies,
Religion, Political Views
Small number of
targeted users

35. Thinking outside the
box:
Let’s say you want to
sell golf clubs.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

36. Nick is an obvious
target.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

37. Barbara doesn’t like
gold - but she does
like the Palm Beach
Country Club.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

38. Chaz doesn’t have
the word golf
anywhere on his
profile. But he plays
golf for a living: he’s a
sales guy.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

39. Yes, you should try
the obvious targets.
But Facebook’s best
advertisers use non-
linear thinking to
target ads.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

40. Campaign
organization tips
Chad Hacker: @trada Anna Sawyer: @annafsawyer

41. Let’s compare Facebook
to paid search!
Paid Search Facebook
Campaign comparable
to
Account
comparable
Ad group to Campaign
Chad Hacker: @trada Anna Sawyer: @annafsawyer

42. Don’t create campaigns with many
different targets and ads. Keep your
campaigns small!

43. Do not put all
segmented target
groups in one
campaign - as your
ads are competing
within the campaign.
Chad Hacker: @trada Anna Sawyer: @annafsawyer

44. Prevent ad fatigue,
or banner blindness,
by changing ads
frequently.
As soon as
click-through rate
trends down, submit
new content!
Chad Hacker: @trada Anna Sawyer: @annafsawyer

45. [WEBINAR]
Leveraging standard ads and
Facebook Ads: sponsored stories
Which Hypertargeting tips
Ad Types and
Measure your Facebook ROI
Targeting are
for You? Facebook’s NEW new
bidding!
January 19, 2012
Anna Sawyer: @annafsawyer trada.com

46. Here’s where we take two
minutes to show you how
Trada can help you run
Facebook advertising...
... and it doesn’t cost any more
than if you were to do it
yourself.
trada.com

47. Trada has a community of Facebook ads
experts and ad creatives (designers) who do
the work for you.

48. Multiple experts work
on your campaign at
the same time.
You get:
Intuitive hypertargeting
Constant optimization
Free ad creative

49. There are no fees to use
the Trada-for-Facebook
Marketplace and have access
to our certified experts.
You can get started right
away!
trada.com

50. KP Elements: Trada for
Facebook Case Study

51. KP Elements: Trada for
Facebook Case Study
CAMPAIGN
STATS:
Unique Ads: 390
Click-Through-Rate: 142%
increase
Cost-Per-Click: $0.31 (45%
improvement)

52. KP Elements: Trada for
Facebook Case Study
“I was spending at least 10 hours
a week on Facebook, and it was
a nightmare. I ended up paying a
ton of money on clicks that
weren’t converting. I decided to
abandon it because I figured I
couldn’t crack the code. Trada’s
solution solved the problem
almost overnight.”
– Bill D’Alessandro, Founder
KP Elements

53. @trada Time for questions! @annafsawyer
For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com