BUILDING AN EFFECTIVE

AD CAMPAIGN & FAN PAGE

Or how to make Mark Zuckerberg

wealthier and get something out of it

MICHAEL KING

DIRECTOR OF INBOUND MARKETING

@ipullrank

@ipullrank

DOWNLOAD THIS DECK:

http://slidesha.re/fb-sydney

@ipullrank

WHY DO FB ADS MATTER? THEY HAVE COMPLETELY CHANGED THE GAME

@ipullrank

THE HOLY GRAIL OF MARKETING

If marketers could understand a user’s intent, interests, demographics and network they would achieve perfect

targeting

INTENT INTERESTS DEMOGRAPHICS NETWORK

@ipullrank

THE DIFFERENCE BETWEEN FACEBOOK & GOOGLE

While Google has a user’s explicit intent in real-time, demographics and network they don’t have explicit interests.

Meanwhile Facebook has explicit interests, demographics and network, but no real-time intent.

INTENT INTERESTS DEMOGRAPHICS NETWORK

@ipullrank

MEET GARY & COGSWELL

Gary & Cogswell are the stars of a new SEO comic strip that I write on the iAcquire blog. Check them out!

http://blog.iacquire.com/

Hi, I’m

Gary!

What’s up

Sydney?!

I’m

Cogswell!

@ipullrank

FACEBOOK’S SOCIAL ADVERTISING

With the comic strip I’ve just launched I can easily put it in front of 136k people in the US that are between the

ages 18 and 30, love robots and comic books, speaks English and are not connected to iAcquire. Never before

could you target so granularly.

@ipullrank

IT’S POWERFUL

A gentleman by the name of Devin Ellis (@devinellis) had no connections at the places he really wanted to work

so he used Facebook ads to creative get the attention of Valve and SEOmoz. He was ultimately hired by

SEOmoz. How’s that for ROI?

@ipullrank

IT’S REVOLUTIONARY

We can now serve and optimize homogeneous or heterogeneous ads at as broad or as granular a level as we’d

like to.

HOMOGENEOUS ADS HETEROGENEOUS ADS

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MANAGE EXPECTATIONS

Don’t expect high CTRs from Facebook Ads. Paid Search yields a much higher CTR than FB Ads, but the tradeoff

is the ability to hypertarget at often a much lower rate. Source: Andrew McDermott – Spruce Media

Optimal CTR: 0.11%-0.16%

Above Avg CTR: 0.07%-0.09%

Average CTR: 0.04%-0.05%

Below Avg CTR: 0.02%-0.03%

Poor CTR: 0.01%

@ipullrank

HOW DO I FLIGHT AN AD? STEPS TO GET UP AND RUNNING NOW

@ipullrank

THE PROCESS

The actual launch of a Facebook Ad is quite easy. It’s the surrounding research, preparation and measurement

that can be difficult.

Research

Prepare

Launch

Measure

@ipullrank

PERSONA DEVELOPMENT

Identify the user segments for this campaign by developing personas. Personas are broad representations of your

target audience. Develop up to 4 per campaign. You will use their attributes in targeting.

Curious George Gamer Film Purist Tech Geek

• 18-32

• Male

• Loves indie rock

• Wishes he had a beard

• 18-32

• Male

• Loves all music

• Wishes he could move

out his mom’s

basement

• 22-40

• Male

• Loves film soundtracks

• Wishes he could live in

the movie Avatar

• 22-40

• Male

• Loves Techno

• Wishes you would stop

invading his online

privacy

@ipullrank

FACEBOOK INSIGHTS

Does the site have an existing Facebook page? FB Insights has demographic data

Gender Male

64%

Female

36%

U.S

88%

Non-U.S

12%

Age distribution

Male

Female

Country

@ipullrank

PERSONA DEVELOPMENT

Who does ComScore, AdPlanner, etc say is the audience for this vertical? If it’s a new site check out a

competitor’s site in Ad Planner

@ipullrank

SOCIAL LISTENING

Start your social listening in Topsy, Social Mention, and/or Amplicate. Paid enterprise tools such as Radian6,

ScoutLabs, also available.

Social Mention

Topsy

Amplicate

@ipullrank

DISCUSSION LISTENING

See what people are talking about on blog and discussion forums and understand what they are really into.

@ipullrank

PREPARATION

Identify the the goals and Key Performance Indicators of the Facebook Ad Campaign. This will dictate how

campaigns are launched and optimized. Read: http://www.seoptimise.com/blog/2012/03/setting-facebook-

kpis.html

What are trying to accomplish?

BRANDING

CUSTOMER SERVICE

DIRECT RESPONSE

REPUTATION MANAGEMENT

MESSAGE TESTING

@ipullrank

TYPES OF TARGETING

Demographic Psychographic

Geographic Competitive

@ipullrank

SET UP YOUR AD

Setting up an ad is pretty simple. http://www.facebook.com/ads/create

@ipullrank

USE COMPELLING IMAGES & AD COPY

Write copy that plays to the interest, humor and emotional of the actual people you have collected information on.

Use pictures that pique curiosity and interest.

@ipullrank

CHOOSE YOUR TARGET

Here I have found that 150k people between 18 and 35 are interested in comic strips, robots, SEO or SEM.

@ipullrank

SET YOUR SPEND

Write copy that plays to the interest, humor and emotional of the actual people you have collected information on.

Use pictures that pique curiosity and interest.

@ipullrank

LAUNCH & MEASURE

Facebook gives you a pretty impressive dashboard to show you how well your ads did.

@ipullrank

OPTIMIZE

Always be testing. Regardless of what your performance is, there is always room to do better. Read: Facebook

Ads Optimization Guide http://ads.ak.facebook.com/ads/FacebookAds/OptimizationGuide_060611.pdf

TEST TITLES

TEST AD COPY

TEST CTAS

TEST PERSONALIZED ADS

TEST COMPETITORS COPY

FORMATS

TEST

TEST

TEST

@ipullrank

BEST PRACTICES HOW TO MAXIMIZE ADS

@ipullrank

PRO TIP

There’s no way to set up a campaign without running it so set up campaigns at a super low CPC like $0.01 and

then pause them so you can start and stop them as needed.

Setup Facebook Ad

Campaigns for a 1 cent

CPC and pause them.

@ipullrank

CPC VS. CPM

Always use Cost Per Click (CPC) rather than Cost Per Impressions (CPM). You’ll always get more clicks for the

price.

@ipullrank

SEE WHAT THE COMPETITION IS DOING

Facebook doesn’t give you information on what ads are running next to yours. Change your own settings and

interests temporarily in order to see those ads.

@ipullrank

SUGGESTED READING

Check out Killer Facebook Ads by Marty Weintraub (@aimclear). The aimClear team is the leader in Creatively

tackling Facebook Ad campaigns. Check out their blog at http://www.killerfbads.com. The book tells how to market

to classic human trait, separate campaigns, and much more.

Marty and the

aimClear team

are best at FB

ads!

@ipullrank

TIMELINE BEST PRACTICES MAXIMIZE YOUR FAN PAGE

@ipullrank

COVER PHOTO & PROFILE PICTURE

Create an engaging Cover Photo that

@ipullrank

MILESTONES

You can back-populate brand updates to the 1800s. If your brand has a rich history flesh out your profile using

that content. Old blog posts, advertisements, hire dates, product launches or a funny fictional brand story are all

great content for back population.

@ipullrank

HIGHLIGHT

You can highlight any story stories that you want to grab attention or stand out. It doesn’t necessarily have to be a

milestone, but highlighting gives it the visual importance of a milestone.

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PINNING

Highlighted stories will fall off the page quite quickly if you’re rolling out a ton of content. You can pin stories to the

top for 7 days at a time. Stories can be re-pinned after they expire.

@ipullrank

TABS & APPS

You can highlight up to 4 visible apps and tabs in this section. Use this to promote deeper content deeper content

or pages on your site.

@ipullrank

ENGAGE USERS

Many of these sites are employing these tactics to continue to engage and grow their communities on Facebook.

ASK QUESTIONS IN POSTS USE FILL IN THE BLANKS

POST AT THE END OF THE WEEK BE RELEVANT

INCLUDE CALLS TO ACTION BE A THOUGHT LEADER

UPDATE REGULARLY BUY ADS TO GROW USER BASE

@ipullrank

TIMELINE EXAMPLES THESE PEOPLE ARE DOING IT RIGHT!

@ipullrank

RED BULL FACEBOOK PAGE

Facebook touts the Red Bull Facebook as one of the best examples of timeline. This is largely because they have

an extensive content strategy under which they post engaging content regularly and they have back-populated all

the back to when they were founded which was coupled with a scavenger hunt.

@ipullrank

MERCEDES BENZ FACEBOOK PAGE

Mercedes Benz also does very well with back population of company milestones and engaging regular postings

including but not limited to fill in the blanks posts.

@ipullrank

NEW YORK TIMES FACEBOOK PAGE

Clearly the New York Times has an advantage in that they publish very high quality content very often but they

also engage their user base, and allow them to participate in stories.

@ipullrank

IACQUIRE FACEBOOK PAGE

In addition to pushing our own content and leading industry content, we have recently back-populated employee

start dates as milestones to humanize our brand and encourage participation.

@ipullrank

SEOMOZ FACEBOOK PAGE

SEOmoz practically invented the humanization of a tech brand, but they also include direct links to sign up for a

free trial and or the mailing list. They also have really cool interplay between their profile picture and cover photo

@ipullrank

MORE COVER PHOTO & PROFILE PIC INTERPLAY

Lots of people are using timeline as great way to creatively grab the user’s attention. Don’t miss your opportunity

to make a statement.

@ipullrank

THE FINAL WORD

SOCIAL MEDIA IS

NOTHING WITHOUT

CONTENT STRATEGY

MICHAEL KING Director of Inbound Marketing

THANK YOU / Q&A

@iPullRank

mike@iacquire.com

www.iacquire.com