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Facebook advertising for small businesses is a lucrative, cost effective and profitable avenue of advertising. The presentation covers how to create an ad, best practices and a few tools critical to Facebook advertising. This presentation was developed as a workshop format for Podcamp Toronto 2012. I took the audience step-by-step on how to create a Facebook advertising campaign.
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#pcto2012
Facebook Advertising For Small Businesses
#pcto2012
#pcto2012
Agenda
• Why Facebook• Establish an Objective• Creating An Ad – Step 1: Design• Creating An Ad – Step 2: Targeting• Creating An Ad – Step 3: Pricing• Tracking Metrics• Tools• Giveaway!
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Why Are You Here?!
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Why Facebook?
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Why Facebook
• Hyper-targeting– Location– Demographic– Psychographic
• Social proof• Comparatively cheaper than Google
Adwords …for now
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Objective
• Brand recognition• Leads• Store Walk-ins• Events/Workshops• Sales
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Creating An Ad – Step 1: Design
• Destination– To a Facebook Page
• Can’t change the title• More exposure
– External URL• Can have custom title• Costs are a little bit higher
– Sponsored Stories
*What’s your objective?
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Creating An Ad – Step 1: Design
• Ask a question– Hate your dentist?
• Level of Importance– Image– Title– Text
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Creating An Ad – Step 2: Targeting
• Location– Country– By State/Province– By City Radius by miles
• Demographics– Age– Require Exact Match– Sex
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Creating An Ad – Step 2: Targeting
Interests• Broad Category– Events (recently moved/has birthday in
1 week)– Family Status• Away from Hometown• Baby Boomers• Engaged/Newlywed/Parents
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Creating An Ad – Step 2: Targeting
Interests• Precise Interests– Target fan pages• Competitors• Major organizations/associations* Relevance to fan page
– Target interests
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Creating An Ad – Step 2: Targeting
Advanced Demographics• Preference– Interested in Men/Women/All
• Relationship status• Languages• Workplace– B2B
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Creating An Ad – Step 3: Pricing
• Budget– Start low with a daily budget– Can start with $10/day
• Schedule– Start and end time– Limited Time Offer/Associated with
Events
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Creating An Ad – Step 3: Pricing
• Cost Per Click– Pay every time a user clicks an ad– Higher value for Facebook
• Cost Per Impression– Cost per thousand impression; page refreshes– Less exposure
• What to Bid– Three school of thoughts
• Go lower than suggested bid• Go within range• Higher than the range* Jump between the three
– Depends on you• Efficiency of your conversion funnel• The suggested bid does change on a variety of reasons
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Metrics You Can Track
• Impressions• Social %• Clicks• Click Through Rate %• Cost Per Click• Cost Per Impression
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Putting It All Together
• Test variations of your ad– Image– Title– Text
• Hyper target– Exact age– Relationship status– Recent events
• Hold someone responsible– You/Your Team– Weekly key performance indicators (KPI)
measurement
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Future of Facebook Ads• Status updates: Up to 150 characters of text, no additional
media;
• Photos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio
• Videos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio;
• Links: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail;
• Questions: Four answers will be displayed — three, plus a “see more” link; and
• Events: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail.
*Source: Allfacebook.com
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Tools – Landing Page
• PinpointSocial.com– $49/campaign or $29/month
• WildfireApp.com– $5/promotion - $250+/promotion
• ReverbNation.com
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Tools – Email Marketing
• Mailchimp.com– Free for 2000 emails
• Aweber.com– $19/month– iContact.com– ConstantContact.com
• VerticalResponse.com postcards
