Optimizing Facebook Ads July 2011 - Presented by Dave Kerpen
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Transcript of Optimizing Facebook Ads July 2011 - Presented by Dave Kerpen
Optimizing Facebook Ads:
How to Measure Success of Facebook Ads
Presented by Dave Kerpen CEO Likeable
July 20, 2011
Use hashtag #likeable
• Intro to Facebook Ads• Hypertargeting Your Audience• Cost of Facebook Ads• Facebook Insights
What’s In Store:
chaustrophobic
Get Likeable Today!
likeablebook.com
@likeablebookfacebook.com/likeablebook
Learn More!
Work with Likeable!
Find Out More at Likeable.com
Intro to Facebook Ads
#likeable
•Drive traffic
• Increase “Likes”
• Raise awareness
•Hypertarget ideal audience
Why Use Facebook Ads
Elements
• Picture
• Title (25 characters)
• Body (135 characters)
Creating a FB Ad Choose the page
youwant the ad to be for
Selected between Ads or Stories
Choose the tab the ad will land on
135 characters worthof creative text
The image or logoyou would like to use
Ask a Question
Call to Action
Use Compelling Images
Hypertargeting Your Audience
#likeable
Target by: Location
Target by: Demographic
Target by: Interest
Target by: Education
Target by: Job Title
Target by: Company
The Result:
Precise Interest Targeting
• Target by “likes and interests”
• Example to target cat lovers
• Facebook helps you find relevant keywords with suggestions
Broad Targeting
• Target larger demographics
• Prevent targeting from becoming tedious
• Easy to create and reach difficult demographics
Target Through Connection
Example
Advanced Connection Targeting
Nano-Targeting
Cost of Facebook Ads
#likeable
Campaigns, Pricing, Scheduling
Pay for Impressions
Pay for Clicks
Ad Status
Ads are either active, paused, or pending review from Facebook.
Facebook Insights
#likeable
The Ads are Running…
Now what?!
Metrics: Impressions
Impressions = Number of People who saw the ad
Metrics: Frequency
Frequency = Avg. Number of times each person
saw the ad
Metrics: Click Through Rate
Click Through Rate (CTR) = # of Clicks divided by
# of Impressions
Metrics: Cost Per Click
CPC = Cost Per Click
Metrics: CPM
CPM = Cost Per 1000 Impressions
Metrics: Connections
Connections = The number of people who liked
your Page, RSVPed to your event, installed your app
within 24 hours of viewing or clicking on a
Sponsored Story or ad.
Reporting
Cost Per Fan
Calculating the Cost of a Fan: Spent Per Day / Actions = Cost Per Fan
95.60 / 524 = 0.18
18 cents per fan!
Cost Per Fan•The Wall Street Journal stated in February that the average CPL is $1.07
•Mashable stated on 7/18 that the average cost per click rose again climbing close to 62% this year!
•Webtrends shares stats from January about CTR and CPL comparing them to a year ago
http://on.wsj.com/qdCA8Lhttp://on.mash.to/roMvwvhttp://on.mash.to/n3jpuj
Conversion Rate
Calculating the Conversion Rate: Connections / Clicks = Conversion Rate
853 / 962= 86%
86% of people who click the ad convert to fans
Variables Affecting Cost Per Fan
• Alter your payment strategy based on outside variables
• Holidays can increase cost per click and cost per “like” because of a cluttered marketplace
• High Traffic Times such as Back-to-School and the Start of Spring can also increase costs
Refreshing Content and Ads
• Sometimes a Facebook ad can become stale
• Consider changing the image or text
• Something new and compelling can lead to new “likes”
• Revolving Content and Pictures – Change often
Refreshing or Changing Targets• All ads and brands are different
• Successful targeting is not always OBVIOUS
• Create ads and campaigns to do specific purposes
• Types of additional targeting• Similar Interest• Competitors• Location Based• Industries• Employees
They Clicked the Ad! Now What?
Welcome Tab Tie in
Content of Page
Ad Leads to Relevant Content
Examples of Great Ads
Wrap Up
• Make your ad headline, copy, + photo engaging and enticing!
• Hypertarget your audience!
• Use Facebook Insights to measure success!
• Once you get the Likes, provide great content on your Fan Page!
Likeable’s Mission
To leverageleverage social media and word of mouth marketing to create
more transparent, responsive, likeablelikeable companies, organizations
and governments.
How Likeable Works
Who Likeable Works With
Select Clients:•Verizon•1-800-Flowers•Neutrogena•Adobe•Entenmann’s •Penguin Books•HarperCollins•The Pampered Chef•Restaurant.com
Reach Us At:
likeable.com
facebook.com/likeablemedia
@LikeableMedia
likeable.comlikeablebook.com
Engage with me @DaveKerpen on Twitter
Ask us questions @ Facebook.com/LikeableMedia
Or, email me anytime [email protected]
Thank You/ Grand Prize/ I Love Feedback
#likeable