EngineWorks presentation facebook advertising 11 01 10 [sm]

Facebook Best Practices

Presented by:

Steve Burnett | Director of Paid Search Strategies

EngineWorks, Inc.

www.engineworks.com

Facebook Best PracticesAgenda

3. Evaluate Performance

2. Demographic Targeting

1. Why Advertise On Facebook?

The most popular website in the world!

• 500 million active users

• 150 million active users on mobile devices

• 900 million interactive objects (pages, groups, events, communities, etc.)

• 1 million websites integrated with FB platform

Why Advertise On Facebook?


One of the most interactive channels on the Web

• 50% of Facebook users login at least once per day

• More than 1 million websites link to Facebook

• Advertisers can use profile information to reach specific

users

• True demographic targeting

Why Advertise On Facebook?


1. Google AdWords Demographic Targeting

• Content network only

• Data provided by website owners describing target audience

2. Microsoft “targeting” = demographic bidding

• Uses Windows Passport data to determine who’s searching

• Searchers must be logged into Passport account

• Age and Gender targeting only

Demographic Targeting


Facebook users provide a lot of valuable information (almost everything!)

• Age

• Gender

• Location

• Education

• Career history (including current position)

• Connected individuals and groups

• Books, music and movies we like

• Relationship status!

• Everything!

Demographic Targeting


Setting up a Facebook advertising campaign is easy!

• Login and click “Advertising”

• Drive traffic to your website or to your Facebook page?

• Selling something, generate leads, or build a fan base?

Demographic Targeting Goals


Who do you want to target?

• Location

• Demographics (age, gender, relationships, languages spoken, etc.)

• ‘Likes’ and interests

• Education and work

• Connections on Facebook



True power of Facebook: Ability to target ‘likes’ (not just keywords)

• Ads only show to users with one or more ‘likes’ and interests

• Try starting with a broader audience and refine targeting

• Relevant ‘likes’ = Higher CTR and Conversion Rate

• Estimator Tool

Affinity Targeting – ‘Likes’


Best way to promote a social event or occasion

• Promote specific page, application, event, or group

• Warrior Dash!

• Continuous engagement



Best way to promote a social event or occasion



Facebook ads – much more compelling

• 25 character headline

• 135 characters of body text (no ‘description line’ limitations)

• Enticing images – amateur photo look, local settings & personalities, etc.

• Image size = 110 pixels wide x 80 pixels tall

Make Your Ad Standout


Monitor ad performance closely (make necessary changes)

• Click Through Rate (CTR)

• Change ads frequently to prevent viewer fatigue

• If CTR declines, pause ad … re-activate later

• Call-to-action not working? Change it!

• Need more visitors? Adjust targeting to less restrictive

Evaluate Performance


Professional Social Media Marketing

Steve Burnett

Director of Paid Search Strategies

[email protected]

http://facebook.com/EngineWorksSEM

http://twitter.com/1trackjack

Don’t Wait!


Data-Driven Internet Marketing

EngineWorks presentation facebook advertising 11 01 10 [sm]

Technology

Transcript of EngineWorks presentation facebook advertising 11 01 10 [sm]