5. That’s 15.5 minutes the average
American spends on Facebook
every single day…
6. 7 Reasons to Advertise
7. 1. Reach
• 51 percent of Internet users
• Huge number of every group
• Engage them in a variety of ways
8. 2. Precision targeting
• Location (ZIPs, area code, etc.)
• Age and birthday
• Education (e.g. Michigan State class of
• Relationship statushttp://fun-factory-store.net/blog/
9. 3. Cost control
• Advertisers (you) control how much you
spend for each campaign
• Budgets can be very low
• Better targeting = less wasted spend
10. 4. Cost efficiency
• Precision = efficiency
• FB’s measurability means you can
keep driving down your cost per click
• Dollar for dollar, there’s no better way to get
the word out with relevancy
11. 5. Simplicity
• Great UI makes setup a breeze
• Much easier than Google AdWords
• No PPC experience required
12. 6. Interests targeting
• Ads are much more likely to perform better
when you target smaller, specific groups of
• Display ads to the people who are most likely
to be interested in your product or service
• Customize your ad so it’s more appealing to
the audience you’re trying to reach
15. 8. Friends-of-fans targeting
• 68% of FB users say a friend’s referral would
increase their chances of purchasing
• Advertise to the friends of your fans
• People viewing your ad will see that
someone they know is already a fan of your
• SOCIAL PROOF IS POWERFUL STUFF!
17. Create an awesome page!
• Make it visually appealing
• Include freebies and offers if appropriate
• Be ready to engage
• More engaged fans means you can more
fully leverage FB’s advertising capabilities
19. Do your research
• Take advantage of targeting!
• Use Alexa or Quantcast for insights
• Find out who your general demographic is
(even if you think you already know)
• What other websites do they frequent?
• Search on YouTube for your keywords
22. Tell them what to do
Include a clear action you want
your audience to take in the
body text of your ad
– “Learn more”
– “Join us”
– “Click here”
– “Enter your email address”
– “Buy now”
28. Use sentence fragments
• Keep sentences short + choppy
• Fragments add urgency, quicken pace of
reading, aid comprehension
• “Great gifts. Half price. Great Deal. Buy
29. Use smart bidding strategies
• Start with CPM – Facebook gets paid!
• Start within the bid estimate they
• Start with a budget of at least $50/day
to make sure you don’t get lost
30. Land in the right spot
• Message match!
• Conversion focus
• Ideally drive to a Facebook page
31. Track your results
• Keep your eye on your analytics!!!
• Look for decent click through rate
• Lower than 0.02% CTR after 1000
impressions? Pause your ad and start over
• Run up to 10 ads at a time, pick a winner and
pause the rest – ALWAYS SPLIT TEST!
32. Show restraint
• Facebook doesn’t want you to stick out like a
• People aren’t necessarily in a buying mind-
set…be gentle with them
• Focus on the longer term “conversation”
33. Don’t give up too easily
• Does your ad stink? (Be honest)
• Does your image stink?
• Have you split tested?
• Facebook advertising has worked for almost
every industry at this point – it’s about
having the right strategy
35. Why not Adwords?
• Not an either/or situation!
• Advantage Facebook: brand building or for
products that a specific demographic always
• Advantage Google: you have a product that
people need when they need it
36. Which markets are succeeding?
Source: TBG Digital
1. Food and drink
2. Beauty and fitness
4. Home and garden
5. Non-profit orgs
7. Computers and
8. Internet and telecom
13. Job and education
Click-through rate leaders by industry:
Notas do Editor
Number of hours and minutes the average user spends on Facebook each month.
For example, if you are a children’s toy store located in Springfield you may want to target people who live in your city who are parents.
Here’s an example of the power of interest targeting: State Bicycle Co., purveyor of hipster bikes, targeted fans of hipster bands Arcade Fire, M83 and Passion Pit. As well as people who …
Liked other bicycle shops such as Big Shot Bikes, Mission Bicycle and other general interest topics about bikes
Live in cities with ads promoting specific events such as a bike ride in Austin, Texas
As a result, they were able to:
Drive close to $500,000 in incremental sales annually through promotion codes and traffic generated exclusively from Facebook
Limit ad spending to 1/5th cost per click compared to other ad platforms
Facebook will automatically allocate more of your daily budget to higher performing ads
The average Facebook user has 130 friends. So if you advertise to friends of your fans and you have 100 fans you will be able to reach 13,000 of their friends… not bad!
Use a simple, eye-catching image that is related to your ad text
110px x 80px
Evocative (but not "shocking")
No stock photos (boring!)
Too often advertisers/marketers will launch a Facebook ad campaign and see that they just spend $100 and got poor results and generalize that this must be the case for all campaigns on Facebook.
Not necessarily an either/or situation!
Test both platforms, crown a winner
Adv. Facebook: brand building or for products that a specific demographic always wants
e.g. shoes for all women aged 25-30 with a college degree making $75K/year
Adv. Google: you have a product that people need when they need it
e.g. buying a car or getting your iPad fixed