facebook advertising

Facebook Advertising

Liz Lewis, Heinen’sMichael Schwabe, thunder::tech

Moderator – Scott Chapin, DigiKnow

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WHY ADVERTISE ON FACEBOOK?

3 Source: http://www.onlineschools.org/blog/facebook-obsession/

4 Source: http://www.onlineschools.org/blog/facebook-obsession/

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So Why Advertise on Facebook?

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Because your Customers are there!

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REACHING OUT TO YOUR FANSLiz Lewis, Heinen’s

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Heinen’s on Facebook

• Launched Facebook page in December 2009

• 7300 fans (as of 2/17) gained through a combination of:– Organic growth– Cross-promotion on

e-mail/web– Paid Facebook ads

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Fan Growth – Heinen’s Facebook Page

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Lifetime Total Likes

Linear (Life-time Total Likes)Large jumps in fan

growth are a result of targeted Facebook Ads

Small jumps in fan growth are in response to contests and give-aways

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Heinen’s Use of Facebook Ads

• Six ad campaigns on Facebook since Jan. 2010

• Lifetime ad spend: $3500• Lifetime stats:

– 14 million ad impressions– 70% “social” impressions– 5496 clicks– 2255 direct “likes” from ad

alone– $.63 cost per click– $.24 cost per thousand

impressions

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Heinen’s Use of Facebook Ads

• Six ad campaigns on Facebook since Jan. 2010

• Lifetime ad spend: $3500• Lifetime stats:

– 14 million ad impressions– 70% “social” impressions– 5496 clicks– 2255 direct “likes” from ad

alone– $.63 cost per click– $.24 cost per thousand

impressions

Ads = gain of 3810 fans at

$.90/per acquired fan

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Setting up a Facebook Ad

You can publicize a page, event or external URL

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Setting up a Facebook Ad

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Setting up a Facebook Ad

If your goal is to build your fan base, make sure to target people

who are not fans

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Setting up a Facebook Ad

Facebook will lower your bid for you as appropriate

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Before starting, keep in mind…

• Facebook ad performance is just over half that of traditional Internet banner ads, at 0.050% CTR

• CTR can drop to .0200% within the first few hours for highly targeted ads

• Ad burnout takes place within 72 hours• Facebook pulls ads from rotation when they stop

generating clicks

Source: Webtrends, Facebook Advertising Performance, Benchmarks and Insights, 2011

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Key learnings

• Establish goals upfront• Target ads appropriately• Test, test, test

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Establish goals upfront

• What are you trying to accomplish?– Reach more fans that are

current customers– Find potential customers

in emerging markets– Advertise your website

or event

• Set a reasonable CTR in line with Facebook performance

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Target ads appropriately

• Try targeting your best current demographic, as non-performing ads are pulled quickly

• Look at Facebook Insights – how does the demographic compare?

• Non-fan friends are often great targets for building the fan base – exposure will increase as new fans are added

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Testing Facebook Ads

• Run multiple versions of creative – copy, photo, etc. – in one campaign to determine the top performer

• Most successful ad can be used in a longer-term, CPM campaign – but keep in mind 72-hour burnout

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Liz Lewis

E-Marketing Specialist

llewis@heinens.com

http://www.linkedin.com/in/lizlewis

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MARKETING ON FACEBOOKMichael Schwabe, thunder::tech

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Integrating Facebook Into Your Marketing Mix

Determine if:• Your target demographic is on Facebook

• You can mix your SEO and PPC efforts with Facebook or should Facebook stand alone

• You can dedicate budget, even on a trial basis

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Making Facebook Advertising Work

There is no magic bullet• To advertise on Facebook is to compete on Facebook

• Friends, groups, other ads

Flexible payments• Pay per click or Pay per impression

You can be highly targeted in placement of advertising• Males, 24-35, interests: cars, racing, engines

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How Does Facebook Know?

• Facebook knows more about your audience than Google!

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An Agency Approach

• Ads must:• Mix with other marketing messages• Be monitored and adjusted regularly• Determine effectiveness of images and words

• Set up each account as an individual account• Private, offers transparency to client

• Consider supporting ads with custom landing pages and HTML, JavaScript and CSS programming

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Example Time!

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Example Time!

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Example Time!

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Example Time!

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Example Time!

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Michael Schwabe

Account Manager

michael.schwabe@thundertech.com

http://www.linkedin.com/in/michaelschwabe

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Questions?

Liz Lewisllewis@heinens.com

Michael Schwabemichael.schwabe@thundertech.com