New Facebook features allow businesses to benefit from improved advertising and engagement options. Key updates include expanded ad formats and placements on mobile, in newsfeeds and when users are logged out. Premium advertising tiers provide reach to millions for $25,000 per month minimum budgets. Powerful targeting and analytics tools help marketers optimize campaigns. Landing pages enhance the ability to direct users within Facebook or outside it.
2. Webinar Logistics
• Event is being recorded
• Email with link will be sent out later this week
• Ask questions throughout
3. About Point It
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all
verticals and revenue models
5. Cover Photos
• Cover Photo
– 850 x 315 banner
• Can’t include
– Price or purchase info
– Contact info
– Calls to action
– References to features
such as “Like” or “Share”
7. Likes
• Best practice –
put likes down
below
– Allows additional
custom app above
– Takes attention away
from being able to
click through to likes
• New feature: “Likes”
button will show
statistics about users
& performance
– Great tool for
competitive analysis
14. Facebook Ads
What’s New:
1. Right-hand side
2. News feed on wall
3. News feed on
Mobile
4. Log-out ads
5. Offers
6. Power Editor
7. Landing Pages
15. The results are in…
“Facebook Premium: ads
everywhere, ads everywhere. Sorry,
Zuck, an ad is not a story.” Another
blogger quipped, “A marketer’s
dream, a user’s nightmare.”
Forbes.com "Bottom-line- this is gonna fail because
People don't want to recommend an
ad," said Natalie L. Petouhoff, a former
senior analyst at Forrester Research.
"For end users, receiving an ad that is
irrelevant socially, contextually or locally
could quickly dull them to the Facebook
mobile experience, rendering the ads
ineffective. Facebook and the rest of the
social media ecosystem could face severe
backlash if locally relevant ads are not core
to their advertiser offering. “
readwriteweb.com
17. Facebook Premium
Who sees them?
• Right-hand side
• anyone
• News feed
• Powerful…but only fans
& friends
• Mobile
• Fans & friends
• ~50% of users access via
mobile
• Log-out ads
• Anyone
• 37M users log out every
day
18. Facebook Premium
Only a $25K per month minimum – down from $30K!
• Content is the ad
• Based on posts & “stories”
• Ask for engagement
– Ask a question
– Post an event
– Post crazy photos
• Good for:
– Product launch
– movie premier
– big sales event
19. Marketplace (self-serve)
The Basics:
• Structure: campaigns + Ads –
no ad groups
• Segment – seasonality, goals,
demographics, etc.
• ~ 3-5 ads per campaign
• Comparing ad performance? Ad fatigue
Two identical campaigns w/
different ad
• Body text 135 to 90
characters
• Images (110x80) – faceshots,
contrast + color
20. Ad Types
• Sponsored Stories
– No major changes
– One of the most efficient
ways to get “likes”
– Social Context
• Facebook Ads
– Ad from a Page Post
• Increase awareness
• Promote specific post w/
offer
– New ad message
• Choose landing page
• Use list feature to find
actual likes & interests
21. What is new…
Power Editor (Boom!)
• Easily add, edit campaigns,
ads, etc.
• Combine Broad Categories w/
Specific Interest/Topic
targeting!
• “And” not “Or”
RSVP for Events
• Join
• Invite Friends
22. Landing Pages
• In-Facebook
– Custom tabs/apps
• Timeline replaces Wall
• Ignore admin-only tabs
• All other targeting exists
– New App Page Dimensions
• Now 810 pixel wide
• Location of Like button
• Create a landing page
experience
– TIP: Lower CPCs
23. Landing Pages
• Outside Facebook
– Higher CPCs (seriously)
– Lose “social” context of ad
– Control user experience w/
dedicated landing page
…but there’s more…
USE Suggest an Ad!!!
24. Final Thoughts
• Facebook Premium – big budgets, big reach
• Power Editor – ask your rep for access
• Landing pages – opportunity to lead user
• Sponsored Stories – acquire fans cheaply
• Ad from Page Post – increase engagement
• Suggest An Ad – include social context w/
external ads
25. Q&A
Dave Kuhl
Senior Client Manager
206-973-5485
davek@pointit.com
Ian Mackie
Senior Client Manager
206-973-5481
ianm@pointit.com