1. Facebook Ads:
More than Just Likes?
AllFacebook Marketing Conference
#AllFacebook

2. Search Geek Excited about Facebook
• 14 Years @ WebMetro, Online Marketing Agency
with a strong focus on SEM
• Over $100,000,000 in Online Media Management
• A recently converted naysayer of Facebook PPC
for direct response. It really works at scale.

3. Direct Marketing Success
Health & Travel &
Apparel Beauty Education Retail Weddings
Medical Tourism
Lead Generation CPL 46% lower than search and 45% more leads.
CPC 16% lower than Google and
Lead Generation
double-digit conversion rates matching or beating search.
Lead Generation Conversion count 93% better than Bing.
Return on advertising spend
Ecommerce
beats Google Display Network by 18%.
Within 2 months, revenue from Facebook increases 177%.
Ecommerce
In 2 more months, revenue increases another 31%.

4. Creating an Audience
DEMO/GEO/ETC AFFINITY/INTERESTS/LIKES
• Female • Fast fitness
• 27-30 • Forward fashion
• College graduate • Business tips and advice
• Working professional • Gourmet food/wine
• Urban/suburban • Destination travel
• In a committed relationship • Education-related charities

5. Will it Work for your Brand?

6. Targeting Methods
Non-Fans
Wheelchair
Illnesses
Sports
Awareness
Research
and Support
Foundations
Groups

7. CTR & CPC
$1.00 0.16%
$0.90
0.14%
$0.80
0.12%
$0.70
0.10%
$0.60
$0.50 0.08%
$0.40
0.06%
$0.30
0.04%
$0.20
0.02%
$0.10
$0.00 0.00%
CTR CPC CPM

8. Suggested Bid vs. Actual CPC
Actual CPC
68% lower
Actual CPC than bid
57% lower
than bid
Actual CPC
32% lower
than bid

9. Power of Creative/Ad Tactics
• Headline ( be aggressive, bold)
• Use images with a clear, uncluttered subject that
align with interests and the ad copy
• Bold and relevant images to your audience
• Image borders (tactical – but really works!)
• Company logo ads – it depends
• Creative fatigue – be fresh (but not too fresh)

10. Good → Better → Best
9% 4%
Improvement Improvement
in CTR in CTR
26%
Improvement
in CTR
13%
Improvement
in CTR

11. Landing Page Test
Conversion rate for Facebook is 110% better than external page.

12. Facebook Delivers ROI
Tapping into the proven best practices of optimization
from search can be a great catalyst to Facebook ROI
1. Segmentation (Audience Creation)
2. Quality Score/CPC Optimization through Creative
Testing
3. Landing Page Testing by Audience and
Inside/Outside FB