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Using Facebook Ads To Build Conversations and Revenues
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WHITEPAPER / SOCIAL
Facebook’s Best Kept Secret:Building Conversions and Revenue with Ads for Fans
®
By Justin Kistner, Director of Social Products, Webtrends
Facebook advertising is about much more than posting. If you aren’t optimizing Ads for Fans, it can be costing you conversions and revenue.
WHITEPAPER / SOCIAL 2
At a Glance
Business Trend
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�� *\Z[VTLYZ�̂ OV�SPRL�H�IYHUK�VU�-HJLIVVR�WYV]PKL�[OH[�JVTWHU`�̂ P[O�]HS\HISL��VW[�PU�SPZ[�THYRL[PUN�VWWVY[\UP[PLZ��ZWLJPÄJHSS �̀�[OL�HIPSP[`�[V�[HYNL[�MHUZ�̂ P[O�HKZ�
�� -HUZ�H]PKS`�ZOHYL�[OLPY�PU[LYLZ[�PU�IYHUKZ�̂ P[O�[OLPY�MYPLUKZ�ILJH\ZL�[OLPY�LUNHNLTLU[�PZ�L_WVZLK�PU�[OL�UL^ZMLLK�
At Issue
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�� 2UV^PUN�̂ OH[�LUJV\YHNLZ�LUNHNLTLU[�HUK�OV^�[V�VW[PTPaL�MHU�PU[LYLZ[�YLTHPU�LS\ZP]L�[V�THU`�THYRL[LYZ�¶�̂ OV�HYL�ZLLRPUN�̂ H`Z�[V�TVUL[PaL�[OL�JOHUULS�
�� ;HYNL[LK�HKZ�HYL�LMMLJ[P]L��I\[�HYL�[OL�ILZ[�RLW[�ZLJYL[�VU�-HJLIVVR�
Business Solution
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�� )YHUKZ�JHU�NHPU��?�NYLH[LY�JSPJR�[OYV\NO�YH[LZ�I`�[HYNL[PUN�MHUZ�̂ P[O�HKZ��̂ OPJO�RLLWZ�JVZ[�WLY�JSPJR��HUK�cost per fan, at a minimum.
�� >P[O�HK]HUJLK�HUHS`[PJZ�ZVS\[PVUZ��THYRL[LYZ�JHU�YVSS�\W�-HJLIVVR�KH[H�HZ�WHY[�VM�HU�V]LYHSS�KPNP[HS�marketing performance report.
WHITEPAPER / SOCIAL 3
FACEBOOK’S BEST KEPT SECRET: BUILDING CONVERSIONS AND REVENUE WITH ADS FOR FANS
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HUK�TVUL[PaL�[OVZL�MHUZ�HUK�ZOV^�H�YL[\YU�VU�PU]LZ[TLU[��;OPZ�PZ�H�WVPU[�H[�̂ OPJO�THYRL[LYZ�VM[LU�NL[�Z[\JR!�
/V^�KV�̀ V\�KLSP]LY�YLHS�I\ZPULZZ�]HS\L�MYVT�̀ V\Y�ZVJPHS�JHTWHPNUZ&
From community site to performance environment
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H�ZOVY[�[PTL��P[�OHZ�ILJVTL�H�WV^LYOV\ZL�VM�HK�PU]LU[VY �̀�TVYL�[OHU�@HOVV���4PJYVZVM[��.VVNSL�HUK�(63��̂ P[O�
ULHYS`�����IPSSPVU�<�:��KPZWSH`�HK�PTWYLZZPVUZ�HSVUL��0[�PZ�UV^�H�WLYMVYTHUJL�LU]PYVUTLU[�ÄSSLK�̂ P[O�TLKPH�HUK�HK�
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NET U.S. DISPLAY AD REVENUE: SOURCE: EMARKETER; SEPTEMBER 20, 2011
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Then why aren’t you getting better campaign results?
;OL�THQVYP[`�VM�-HJLIVVR�MHUZ�VM�IYHUKZ�HYL�J\Z[VTLYZ�WYPTHYPS`�SVVRPUN�MVY�KLHSZ��L_JS\ZP]L�VMMLYZ�HUK�ILULÄ[Z��
This is a good, because customers buy 36 percent more products and services from a brand after becoming a
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WHITEPAPER / SOCIAL 4
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[YHUZHJ[PVUHS�HK�JVU[LU[��JVU[HPUPUN�SHUN\HNL�Z\JO�HZ�̧ WLYJLU[�VMM�¹�̧ JV\WVU¹�HUK�̧ ZHSL�¹�H[[YHJ[Z�[OL�SV^LZ[�
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[OL�UL^Z�Z[YLHT��
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MHJ[VY�PU�WVZ[Z�HUK�HKZ��;OPZ�PZ�ZVTL[OPUN�>LI[YLUKZ�JHSSZ�[OL�:VJPHIPSP[`�0UKL_��KPZJV]LYLK�̂ OPSL�KVPUN�YLZLHYJO�
about Facebook ads.
WHAT CLICKS, WHAT COSTS. SOCIABILITY INDEX. SOURCE: WEBTRENDS, 2011.
0U�[OL�:VJPHIPSP[`�0UKL_�NYHWOPJ�HIV]L��IS\L�IHYZ�YLWYLZLU[�JVZ[�WLY�JSPJR��*7*���;OL�SVUNLY�[OL�IS\L�IHY��[OL�TVYL�
LHJO�JSPJR�JVZ[Z��9LK�IHYZ�YLWYLZLU[�JSPJR�[OYV\NO�YH[L��*;9���;OL�SVUNLY�[OL�YLK�IHY��[OL�TVYL�JSPJRZ��;OLYL�PZ�H�
Z[YVUN�YLSH[PVUZOPW�IL[^LLU�*;9�HUK�*7*��̂ OPJO�PZ�[OL�OPNOLY�[OL�*;9��[OL�SLZZ�[OL�*7*��;VWPJZ�̂ P[O�SVUN�YLK�
IHYZ�HYL�̂ OH[�WLVWSL�SPRL�TVZ[�[V�[HSR�HIV\[!�[YH]LS��TLKPH��ZWVY[Z��MHZOPVU��S\_\Y`�NVVKZ��ILH\[`�WYVK\J[Z��JHYZ��
[HISVPKZ�HUK�ISVNZ��;OLZL�[VWPJZ�HYL�TVYL�ZVJPHS�PU�UH[\YL�
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MVY�L_HTWSL���RUV^PUN�̂ OH[�MHUZ�SPRL�[V�[HSR�HIV\[�PZ�PTWVY[HU[�̂ OLU�JYLH[PUN�WVZ[Z�VY�HKZ��;V�MHJPSP[H[L�
engagement, use status updates to ask fans for their opinion or preference. When it’s time to push offers,
JVUZPKLY�[HYNL[LK�HKZ��)LJH\ZL�MHUZ�OH]L�VW[LK�PU��[OL`�HYL�TVYL�SPRLS`�[V�JSPJR�VU�[OL�HKZ�
WHITEPAPER / SOCIAL 5
@L[��KLZWP[L�[OL�WV[LU[PHS�MVY�JVU]LYZPVU�HUK�YL]LU\L��THYRL[LYZ�YLTHPU�YLSH[P]LS`�\UH^HYL�HIV\[�(KZ�MVY�-HUZ��
L]LU�[OV\NO�[OL�PTWHJ[�JHU�IL�ZPNUPÄJHU[��<UMVY[\UH[LS �̀�[OH[�PZ�SLH]PUN�TVUL`�VU�[OL�[HISL���
Who is a fan?
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NL[�[OL�TVYL�̂ L�JSPJR�¹�0M�H�WYVK\J[�PZ�NLHYLK�[V�[LLUZ��������
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VY�HU�HK��� �WLYJLU[�MYVT�H�MYPLUK�HUK�� �WLYJLU[�MYVT�ZLHYJO��*SLHYS �̀�HKZ�JHU�OH]L�H�ZPNUPÄJHU[�PTWHJ[�VU�
HJX\PYPUN�H�ZVSPK�MHU�IHZL�
UNDERSTANDING ADS FOR FANS
There are three common approaches to
-HJLIVVR�HKZ!
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���<ZPUN�HKZ�[V�HJX\PYL�MHUZ"
���<ZPUN�ZWVUZVYLK�Z[VYPLZ��ZOHYLK�PU�H�MVYT�
VM�HU�HK�[V�MYPLUKZ��Z\JO�HZ�+H]PK�SPRLZ�[OPZ�
brand," to gain fans.
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ULLK�[V�JHYLM\SS`�JVUZPKLY�[OLPY�HK�[VWPJ�PU�
VYKLY�[V�NHPU�IL[[LY�*;9��-VY�PUZ[HUJL��PM�HU�
PUZ\YHUJL�JVTWHU`�ZWVUZVYZ�H�IPN�MVV[IHSS�
NHTL��HU�(K�MVY�-HUZ�[OH[�OPNOSPNO[Z�[OL�
NHTL�̂ PSS�WYV]L�IL[[LY�*;9�[OHU�PM�[OL�HK�PZ�KPYLJ[S`�ZLSSPUN�PUZ\YHUJL�
;V�PTWYV]L�ZOHYPUN��-HJLIVVR»Z�̧ MYPLUKZ�VM�MHUZ¹�[HYNL[PUN�MLH[\YL�HSSV^Z�IYHUKZ�[V�L_WHUK�H\KPLUJL�YLHJO�I`�
Source: http://www.istrategylabs.com/2010/01/facebook-
demographics-and-statistics-report-2010-145-growth-in-1-year/
Who Uses Facebook?
WHITEPAPER / SOCIAL 6
KLSP]LYPUN�HKZ�[V�[OL�MYPLUKZ�VM�WLVWSL�HSYLHK`�JVUULJ[LK�̂ P[O�[OL�WHNL��
HWWSPJH[PVU��NYV\W�VY�L]LU[��>OLU�MYPLUKZ�VM�MHUZ�ZLL�[OL�HK��[OL`»SS�ZLL�[OH[�
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[OLTZLS]LZ��
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MHJL�PU�[OL�HK"�HUK�����PTHNLZ�[OH[�PUZWPYL�̧ ^OH[�PZ�[OH[�¹�VY�̧ 0�̂ HU[�[V�ZLL�
TVYL�¹�HYL�TVZ[�Z\JJLZZM\S��;OH[»Z�KPMMLYLU[�MYVT�[OL�̂ H`�.VVNSL�HKZ�̂ VYR��̂ OPJO�KVU»[�JVU[HPU�PTHNLZ�
A BUCKET PLAN FOR SUCCESS ON FACEBOOK
(JX\PYPUN�MHUZ�[OYV\NO�HKZ�PZ�[OL�ÄYZ[�Z[LW�VU�[OL�QV\YUL`�[V�TVUL[PaPUN�THYRL[PUN�LMMVY[Z��HUK�P[�PZ�VUL�VM�[OL�TVZ[�
LMMLJ[P]L�TL[OVKZ�H�JVTWHU`�JHU�\ZL�[V�I\PSK�H�J\Z[VTLY�IHZL�HUK�KYP]L�JVU]LYZPVUZ��(KZ�MVY�-HUZ�KLSP]LY�[OL�
best return on investment.
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WYHJ[PJLZ�HWWYVHJO�[V�HK]LY[PZPUN�I\KNL[Z��9H[OLY�[OHU�WSHJL�[OL�LU[PYL�I\KNL[�PU[V�VUL�[`WL�VM�HK��[OYLL�I\KNL[�
buckets are advised.
The Nurture Fans�I\JRL[�PZ�\ZLK�[V�KLSP]LY�VMMLYZ�[V�L_PZ[PUN�MHUZ��KYP]PUN�[OLT�[V�SHUKPUN�WHNLZ�VU�̀ V\Y�̂ LIZP[L�HUK�
MHU�WHNL��;OPZ�I\JRL[�OLSWZ�̀ V\�HJOPL]L�[OL�NYLH[LZ[�YL[\YU�VU�PU]LZ[TLU[��
The Acquire Fans I\JRL[�PZ�HIV\[�I\PSKPUN�̀ V\Y�MHU�SPZ[��0M�̀ V\Y�MHU�IHZL�PZ�HSYLHK`�NVVK��ZWLUK�SLZZ�[OHU�OHSM�VM�̀ V\Y�
I\KNL[�VU�HJX\PYPUN�TVYL�MHUZ��0M�̀ V\�OH]L�H�]LY`�SHYNL�MHU�IHZL��V]LY���TPSSPVU�MHUZ���\ZL�SLZZ�[OHU����WLYJLU[�VM�̀ V\Y�
budget for acquisition.
The Friend of Fan�;HYNL[PUN�I\JRL[�PZ�MVY�HJX\PYPUN�HUK�U\Y[\YPUN��YLHJOPUN�V\[�̂ P[O�HKZ�VY�ZWVUZVYLK�Z[VYPLZ�[V�
MYPLUKZ�VM�̀ V\Y�MHUZ��;OLZL�LMMVY[Z�IYPUN�̀ V\�NYLH[LY�YLZ\S[Z�[OHU�ZPTWS`�JVSK�JHSSPUN�MVY�MHUZ��>O`&�)LJH\ZL�̀ V\Y�MHUZ�
HYL�[OL�ILZ[�IYHUK�HTIHZZHKVYZ�̀ V\�OH]L�HUK�[OLPY�MYPLUKZ�̂ PSS�UV[PJL�[OLPY�WYLMLYLUJLZ��0[�PZ�O\THU�UH[\YL�[V�
HZZVJPH[L�̂ P[O�WLVWSL�̂ OV�OH]L�[OPUNZ�PU�JVTTVU�̂ P[O�\Z�
Cold call targeting averages
.05 percent CTR. Ads for Fans
reap a .35 percent CTR.
That’s 7X greater.
WHITEPAPER / SOCIAL 7
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YV[H[PVU��-HJLIVVR�HKZ�OH]L�H�X\PJR�I\YUV\[�YH[L��(U�H]LYHNL�HK�̂ PSS�OH]L�H�WLHR�*;9�PU�[OL�ÄYZ[�[OYLL�KH`Z�P[�
HWWLHYZ"�HM[LY�[OH[��P[�ILJVTLZ�TVYL�JVZ[S`�[V�Y\U��;OH[�TLHUZ�PM�̀ V\�OH]L�H����KH`�JHTWHPNU��WSHU�MVY�H[�SLHZ[����
creative refreshes.
DRIVING TRAFFIC FOR ADS FOR FANS
<USPRL�V[OLY�VUSPUL�HK�LU]PYVUTLU[Z��-HJLIVVR�PZ�H�KLZ[PUH[PVU�ZP[L��
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^PSS�YL[\YU�[V�-HJLIVVR��@V\�̂ PSS�L_WLYPLUJL�OPNOLY�JVU]LYZPVU�YH[LZ
PM�[OL�PUP[PHS�SHUKPUN�WHNL�L_WLYPLUJL�Z[H`Z�̂ P[OPU�-HJLIVVR��;OH[»Z�
ILJH\ZL�HM[LY�JVU[L_[�PZ�WYV]PKLK�̂ P[OPU�-HJLIVVR��MHUZ�HYL�TVYL��
^PSSPUN�[V�[HRL�HJ[PVU�VU�̀ V\Y�̂ LIZP[L��*\Z[VT�[HIZ��WSHJLK�PU�[OL�SLM[�
ZPKLIHY�VU�-HJLIVVR�WHNLZ��THRL�LMMLJ[P]L�SHUKPUN�WHNLZ��0M�H�
J\Z[VTLY�JVU]LYZPVU�[HRLZ�WSHJL�̂ P[OPU�-HJLIVVR��[OH[�Z�HSS�[OL�IL[[LY�
for engagement.
“ Gordmans, an Omaha-
based apparel and home
fashions retailer, ran a highly
targeted Sponsored Like ad
against the regions where they
have 68 retail locations, a
female demographic, and
interest terms for bargain
hunting.
While most Facebook ads are
lucky to get a 0.05% click-
through rate (CTR), this
campaign drove a 0.40% CTR
VU�[OL�ÄYZ[�KH �̀�(M[LY����OV\YZ��
it was still generating 0.220%
CTR. Generally, anything at or
above 0.1% is highly
optimized!
Sponsored Likes also
decreased the cost per click
by 70% and cost per fan by
83% overall. That’s like getting
a 77% discount off from
Facebook!
To read the entire Gordmans Facebook
case study, go to www.webtrends.com
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WHITEPAPER / SOCIAL 8
TRACKING CAMPAIGN ACTIVITY AND CONVERSIONS FROM FACEBOOK
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CHOOSING A ROBUST ANALYTICS SOLUTION FOR FACEBOOK ADVERTISING
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WHITEPAPER / SOCIAL 9
ROLLING UP FACEBOOK DATA INTO A UNIFIED PERFORMANCE REPORTING
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