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Building Revenues & Conversations Using Facebook Fan Ads

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Using Facebook Ads To Build Conversations and Revenues

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Page 1: Building Revenues & Conversations Using Facebook Fan Ads

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.

Page 2: Building Revenues & Conversations Using Facebook Fan Ads

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

�� (KZ�MVY�-HUZ�VMMLY�[OL�NYLH[LZ[�YL[\YU�VU�PU]LZ[TLU[�

�� )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.

Page 3: Building Revenues & Conversations Using Facebook Fan Ads

WHITEPAPER / SOCIAL 3

FACEBOOK’S BEST KEPT SECRET: BUILDING CONVERSIONS AND REVENUE WITH ADS FOR FANS

;OHURZ�[V�H�IPN�KYH^�TV]PL�HUK�JV\U[SLZZ�UL^Z�ZWV[Z��L]LY`VUL�̂ P[O�HU�PU[LYLZ[�PU�ZVJPHS�TLKPH�RUV^Z�[OL�Z[VY`�

VM�-HJLIVVR��:[HY[LK�PU������I`�JVSSLNL�Z[\KLU[Z�HZ�H�̂ H`�[V�JVUULJ[�̂ P[O�[OLPY�MYPLUKZ��P[�OHZ�NYV^U�[V�H�NSVIHS�

ZVJPHS�UL[^VYRPUN�ZP[L�VM�����TPSSPVU�HJ[P]L�\ZLYZ��̂ P[O�����TPSSPVU�VM�[OVZL�JVTPUN�HIVHYK�PU�Q\Z[�[OL�SHZ[�[OYLL�

`LHYZ��(JJVYKPUN�[V�,KPZVU�9LZLHYJO��HZ�VM�������HU�LZ[PTH[LK����WLYJLU[�VM�[OL�<�:��WVW\SH[PVU�PZ�VU�-HJLIVVR��

0[�PZ�L_WLJ[LK�[V�YLHJO�VUL�IPSSPVU�MHUZ�ZVTL[PTL�PU������

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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?

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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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Page 4: Building Revenues & Conversations Using Facebook Fan Ads

WHITEPAPER / SOCIAL 4

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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.

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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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Page 5: Building Revenues & Conversations Using Facebook Fan Ads

WHITEPAPER / SOCIAL 5

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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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JVUZ\TLY�PZ�VU�-HJLIVVR��4VYL�[OHU����WLYJLU[�HYL�HNL�

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SLHZ[�SPRLS`�HNL�NYV\W�[V�JSPJR�VU�HKZ�

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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!

���<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.

0UK\Z[YPLZ�̂ P[O�SV^�ZVJPHIPSP[`�PUKL_�YH[PUNZ�

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?

Page 6: Building Revenues & Conversations Using Facebook Fan Ads

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[�

[OLPY�MYPLUKZ�SPRL�[OL�IYHUK��HUK�[OL`�PU�[\YU��̂ PSS�IL�TVYL�SPRLS`�[V�ILJVTL�MHUZ�

[OLTZLS]LZ��

;^V�V[OLY�MHJ[VYZ�HYL�HSZV�PTWVY[HU[�[V�PTWYV]PUN�*;9!����JVSSLNL�LK\JH[LK�

-HJLIVVR�MHUZ�HYL�[^PJL�HZ�SPRLS`�[V�JSPJR�VU�HKZ�PM�[OL`�ZLL�H�MYPLUK»Z�UHTL�VY�

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.

>LI[YLUKZ�OHZ�̂ VYRLK�̂ P[O�IYHUKZ�HYV\UK�[OL�̂ VYSK�[V�VW[PTPaL�(KZ�MVY�-HUZ��HUK�OHZ�KL]LSVWLK�H�ILZ[�

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.

Page 7: Building Revenues & Conversations Using Facebook Fan Ads

WHITEPAPER / SOCIAL 7

>OLU�JYLH[PUN�-HJLIVVR�JHTWHPNUZ��P[�PZ�NVVK�WYHJ[PJL�[V�OH]L�H�]HYPL[`�VM�HK�JYLH[P]L�YLHK`�H]HPSHISL�MVY�

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��

>OPSL�̀ V\Y�MHUZ�TH`�JSPJR�[OYV\NO�[V�̀ V\Y�̂ LIZP[L��KH[H�ZOV^Z�[OL`�

^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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Page 8: Building Revenues & Conversations Using Facebook Fan Ads

WHITEPAPER / SOCIAL 8

TRACKING CAMPAIGN ACTIVITY AND CONVERSIONS FROM FACEBOOK

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Page 9: Building Revenues & Conversations Using Facebook Fan Ads

WHITEPAPER / SOCIAL 9

ROLLING UP FACEBOOK DATA INTO A UNIFIED PERFORMANCE REPORTING

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