Building Revenues & Conversations Using Facebook Fan Ads

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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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At Issue

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�� ;HYNL[LK�HKZ�HYL�LMMLJ[P]L��I\[�HYL�[OL�ILZ[�RLW[�ZLJYL[�VU�-HJLIVVR�

Business Solution

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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�

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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?

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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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about Facebook ads.

WHAT CLICKS, WHAT COSTS. SOCIABILITY INDEX. SOURCE: WEBTRENDS, 2011.

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engagement, use status updates to ask fans for their opinion or preference. When it’s time to push offers,

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WHITEPAPER / SOCIAL 5

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Who is a fan?

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HJX\PYPUN�H�ZVSPK�MHU�IHZL�

UNDERSTANDING ADS FOR FANS

There are three common approaches to

-HJLIVVR�HKZ!

���<ZPUN�HKZ�[V�KYP]L�̂ LIZP[L�[YHMÄJ"�

���<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�

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;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

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[OLTZLS]LZ��

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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.

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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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creative refreshes.

DRIVING TRAFFIC FOR ADS FOR FANS

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PM�[OL�PUP[PHS�SHUKPUN�WHNL�L_WLYPLUJL�Z[H`Z�̂ P[OPU�-HJLIVVR��;OH[»Z�

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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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the industry.

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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