Saving Face: Facebook Ads

as Efficient Marketing Tool

Ty White

@tywhite

Sum The Greater

All Smiles Record #2

$2,100.00

$21,000.00

$0.00 $10,000.00 $20,000.00 $30,000.00

Amount Earned

Amount Spent

Google AdWords

Facebook Ads

Facebook Ads

All Smiles Record #3

(after 1 day of Pre-order)

$2,100.00

$21,000.00

$4,220

$2,680

$0.00 $10,000.00 $20,000.00 $30,000.00

Amount Earned

Amount Spent

Record #3 Record #2

Why Facebook Ads?

Context

◦ Passive, browsing environment

Data

◦ Able to serve ads based on explicit

preferences, not just page context

$0

$2

$4

$6

$8

$10

$12

$14

Co

st

Per

Aq

uis

itio

n

Relevance

Targets Trust data over instinct

◦ Last.fm, Facebook’s

recommendations, etc.

Relevance is king

Creative

Minimum of three variants of each

component per target (27 total ads per

target):

◦ Title

◦ Image

◦ Body

Facebook’s algorithms can optimize

better the more options you give them

Creative

Did I mention relevance is king?

◦ Why are you targeting me?

◦ Why would I want to click?

Budget

Overall

◦ Budget for “advertising,” optimize for

channel

Optimization

◦ Define conversion metrics

◦ Measure

◦ Redistribute funds

Define Conversion Metrics

Image via Topspin

Measure Using Topspin

Create widgets for each target

◦ streaming, email for media, or buy button

Create a landing page for

each, including the unique widget

Direct FB Ads at related page

Measure conversions by segment

◦ $ / stream, $ / email acquired, $ / $

Measure using Eventbrite

Create an event

Create custom links for each target

◦ http://myevent-CUSTOM.eventbrite.com

Check the backend tracking for sales

data

Advertising for Artists beyond

Facebook Google

Retargeting

StumbleUpon

Reddit

Conclusion

Ads can be an efficient way to grow

your brand, IF you:

◦ Select your targets using data

◦ Make great and relevant creative

◦ Choose your conversion metrics

appropriately

◦ Optimize based on performance

Thanks!

Please share your data!

For more:

◦ http://tywhite.com/search/facebook+ads