Measuring Facebook Ads is different than Pay-per-click. Here is how I effectively measure Facebook ads using persona marketing.

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Successful Management & Measurement
Kevin Spidel - @kspidel – iam@kevinspidel.com

2. * Facebook gives us the ability to target behavior more
than any other advertising campaign. Because many
users create “like patterns” that we can group into
consumer behaviors, the best approach to Facebook
marketing is through Facebook ads and persona
targeting campaigns.
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3. * A Facebook persona, is a profile of a consumer with “Like” patters that
are predictable based their habits.
* Examples: Marketing for a Charter School that emphasis a strong music
program. We targeted mothers who are Glee fans in a specific geography.
* I have also targeted a persona I called “pretty princess mothers.” Which
has tendencies to “Like” many accessorizing name brands like
Prada, Coach, Sephora, and that also like various brands of wine.
* The wine part is key for timing. I would target them specifically when it is
most likely they have wine and surfing (late weekend nights or Sunday
nights) and we would send them low cost, but high quality accessories
from ecommerce sites. The guilt free purchases ramp up! Images of
women enjoying themselves while wearing great accessories and drinking
win, usually yield best results.
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4. * I would identify the segment and de-incentivize the click by
sending them simply branded content. I would have Facebook
charge us CPC on this branded type marketing.
* If they click on a simple branded ad, which no compelling
content… then they are a highly qualified lead and convert over
75% of these clicks. But because we are charging CPC and de-
incentivizing the click, we are getting free impressions to this
universe.
* I would then throw a compelling image and copy to this same
universe after the branded content as ran 4 – 5 impressions to
this segment. With this compelling ad, I would incentivize the
click and charge CPM so the cost per click is less.
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5. * With this methodology, we can stretch out small budgets
for maximum impact. However, as you can expect, the
traditional PPC metrics of CPM, CPC, and impressions
will be skewed significantly.
* So my measurements of success are based on conversions
by segment and budget. For Facebook, I use a cost-per-
like and/or a cost-per-acquisition model.
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6. Community
Facebook Ads Like Growth Management
Conversion Purchase
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7. Facebook Ad
* Facebook ecosystems invokes Like’s. It is natural to Like
within Facebook… so ask for it.
* Conversion from a Facebook ad to anything other than a
Like gets expensive.
* Measure Cost Per Like’s when it comes to Facebook Ads.
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8. Ask for the Like
* Click-thru promise. (Invoke intent with the add, but
fulfill on the landing page within your Fan Page)
* Don’t just send them to they page, ask for the Like
* Ways to ask: Like-Gate, Custom Landing page within your
Fan Page
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9. Engage!
* Once a new fan is found, engage with Page Management
* The 60:20:20 Page Management role. (60% Fan
Engagement, 20% Self Promotion, 20% Vertical Discussion)
* Lead them to custom conversion pages w/ incentives.
* Measure # of Likes versus # of emails collected as success.
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10. * Track purchases from Facebook
via Lead-Source.
* Lead nurture via email
(remember they came from
Facebook!)
* Measure success through leads
from Facebook converted into
customers.
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11. * For additional Facebook advertising solutions
contact Kevin Spidel | www.kevinspidel.com
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