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www.instantetraining.com @IETraining

Facebook Marketing & Ads

Optimization Strategies

Brian Carter @BrianCarter


About Instant E-Training

"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and

you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher

Founded in late 2010, Instant E-Training has created an online learning environment

with the goal of imparting top notch marketing training by bringing leading industry

experts together in an interactive & collaborative online environment.

Speakers include Social Media’s best & brightest…

Erik Qualman Hollis Thomases Clara Shih

Dan Zarrella Dave Kerpen Brian Carter Lee Odden


Online Training Video Library

Strategy Videos

How-to Videos

Videos on Social Media, SEO,

Facebook, LinkedIn, Content

Marketing and more.

http://www.instantetraining.com/

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Live Online Training Workshops


Training Courses Recognized by SEMPO

SEMPO (Search Engine Marketing Professional Organization) is a global non-profit

association with members across the globe.


Meet Bob Tripathi

• 10+ years of “in-the-trenches” online marketing

experience for companies of all sizes

• Top rated speaker at industry conferences on SEO,

Social Media, Paid Search topics

• Worked with large US brands like Discover Card, Sears

Holdings championing online initiatives

• Passion for training led to founding of Instant E-

Training


• Recognized authority with 12+ years of

Google & Facebook marketing

• CEO of FanReach.net, Facebook

Program

• Author of two Facebook Marketing

books

• Speaks globally & cited by all major

publications

Meet Brian Carter

www.instantetraining.com

Facebook Ad Optimization:

Strategies & Tactics

Brian Carter @BrianCarter

WHY FACEBOOK MARKETING?

Facebook is Huge

• 750 Million Users

• More than 150 Million in the U.S. alone

• Only India and China have larger populations than Facebook

• All age groups are well represented

@briancarter www.likeonomics.org

Facebook gets more page views than Google

Businesses are expected to spend more than $2 - $4 billion dollars on Facebook Ads in

2011.

The Gold Rush For Fans

Some companies are paying to acquire 100,000’s of fans.


Paying For Likes

They pay up to $2.00 per fan.


Paying For Likes

More viral than email, fans may be

worth 2-3x the value of an email subscriber.


The Most Powerful Prospect-Targeting Opportunity in History

• Never before in history has the average business had the power to target this many people this specifically

• 730+ Million Users

• Target by demographic, location and likes


Likes Decrease Costs

When more people Like your ads, the cost of these ads decreases


Likes Capture Prospects

“Ad Likes” capture

prospects

@briancarter @briancarter www.likeonomics.org

FACEBOOK ROI

Facebook Profits: FanReach Case Studies

Baseball Roses

• 473% ROI

• 4.35% Conversion Rate

Note: we do not have enough data to know if these results are typical.

Facebook Profits: FanReach Case Studies

Rosehall Kennel

• 6500% ROI

• Started getting sales with less than 500 fans after spending less than $100


Facebook Conversion Rates with FanReach

Facebook conversion rates are good


FACEBOOK STRATEGIES

Prospect Path

Fan Purchase

Fan Blog/AdSense

Fan Affiliate

Ad Email

Ad Purchase

Fan -> Purchase Path

Fan -> AdSense Path

Fan -> Affiliate Paths

Click Affiliate Link

Ad ->Email Monetization Path

Ad -> Purchase Monetization Path

HOW MANY ARE DOING A GOOD JOB OF FACEBOOK MARKETING?

But wait first

HOW MANY ARE VISIBLE TO 50% OR MORE OF THEIR FANS?

An average of 7% - 16% of fans see daily posts from a page they’ve liked

HOW MANY HAVE AN AVERAGE FEEDBACK RATE OVER 1.0%

Many pages average 0.1% to 0.6%

FACEBOOK VS GOOGLE

finds people via Keywords

finds people via Likes (Interests)

AdWords vs Facebook

Demographic

Targeting is Limited

Demographic Targeting is

Accurate

AdWords vs Facebook

How Different Are Facebook Ads?

Facebook Adwords Interests (Likes) Yes No

Intent (Searches) No Yes

Location Yes Yes

Age & Gender Yes No

Marital Status Yes No

Workplace Yes No

Education Yes No

AdWords vs Facebook Fa

ceb

oo

k

Sear

ch

Search vs. Facebook

Facebook can help you reach more prospects and change the minds of prospects higher up in the funnel

Search vs. Facebook

Low Hanging Fruit

Search vs. Facebook

Owning & Influencing Your Audience

You can

own your audience

on Facebook

3 Marketing Methods

Increasing ROI

Biggest Profits!!!

The Facebook Fan Opportunity

F1000 (NDA)

• Outdoor Industry Ecommerce

• 260,000 fans in 3 months

• 62% of fans were from word of mouth

• 99,122 fans directly from paid ads

• Total ad cost of $13,758.22

• Cost per paid fan = $0.14

• Cost per fan all fans = $0.053

Some of Our Case Studies

Niche Cost Per Fan Fans Grown Feedback %

Vacation Rental $0.25 5,500 2.0%

Boxing $0.003 13,300 1.5%

Pet Supplies $0.10 9,000 1.5%

E-tail Outdoors $0.09 2,400 1.1%

Automotive $0.07 1,900 0.75%

Parenting $0.05 95,000 0.5%*

Civic/Political $0.03 6,100 2.0%

The goal here was to get clicks to the site more than likes or comments.

FAN TARGETING WITH ADS

The Best Fans Are…

CTR

CPC CR

ROI

Facebook Ad Targeting Methods

1. Demographic Targeting

2. Psychographic Targeting

3. Geographic Targeting

Facebook Advertising Process

DEMOGRAPHICS not just for traditional marketing anymore

DEMOGRAPHICS

clues.yahoo.com alexa.com “audience” quantcast.com compete.com (paid)

http://clues.yahoo.com/

http://www.alexa.com/

http://www.quantcast.com/

http://www.compete.com/

REAL?

This is better. Get 3-5 of these.

Meet Customers = Real People

Spy On Their

Profiles!

Some Facebook Niche Sizes

Interests: Most Unique Thing

Education & Workplace

Even Sexual Orientation

Low cost per click comes from

High click through rate and

Low to moderate bidding competition

in target

Facebook Ad Metrics Research

• Social impression % does not necessarily correlate to higher action rates

• Don’t be wooed away from other factors in creating ads

CREATE: Consistency --> CTR

Consistent = No-Brainer

Consistent = No-Brainer

90% of Cheap Fans Come From…

This here little LAHK button

FACEBOOK AD IMAGES & COPY

No-Brainer Ad Copy FORMULAS

Click Like if you love

<interest>!

No-Brainer Ad Copy FORMULAS

Do you love <interest>? Then Click Like below

now!

Brick Could Do Facebook Ads

Pricing/Bidding

Faces Because…

Happy Because…

THREE SECONDS TO CHOOSE YOUR FAVORITE IMAGE

On the next slide you have

QUICK which baby is BEST?

Upward chart depicting the increasing number of upward charts used in

Facebook ads.

LOTS

Headline/Page Name Problems?

FACEBOOK AD OPTIMIZATION

Advertising Process: Optimize CPF

Advertising Process: Optimize CPF

Cost Per Fan = Spent / Connections

Advertising Process: Optimize

OPTIMIZE

Use the responder demographic report to find the groups with the highest CTR (click on the CTR column twice so that the highest CTR groups are at the top)

3%

0.30%

0.10% 0.05% 0%

1%

1%

2%

2%

3%

3%

4%

Awesome Great Good Amateur

Facebook Ad CTR

$-

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

Amateur Good Great

Facebook Ad CPC

$-

$0.50

$1.00

$1.50

$2.00

$2.50

Great Good Amateur

Facebook Ad CPF

Webtrends Says The Average Company Gets Fans For $1.07 Each

Comments: Go back to my slide about amateur performance vs. best practice

Facebook Ad Burnout

• Over time, the same ad will be less interesting to an audience

• CTR decreases and CPC increases

How To Fight “Ad Burnout”

Change up the image

Rewrite the copy

Create a promotion or something newsy to tell them about

Pause the ad for a few weeks and then run it again

Not Granular Enough: $4.15 per fan

Comments: This is one of my first Facebook ad campaigns ever, and a great example of how not to do it. Notice how different the targets are from one another and how the ad copy doesn’t mention them at all. This ad makes the mistake of assuming you care about what I’m promoting, and has no call to action at all, thus the low CTR and high CPC.

3,599 fans for $76.09 … 2 cents per fan

Comments: Slightly more than 2 cents per fan. Check out the clever use of “loooove” to grab attention and emphasize the passion. Keep in mind, though, this ad may be a violation of trademark, so watch out for that and don’t use other people’s trademarks or you’ll be at legal risk and Facebook can even shut your account down.

1,118 fans for $36.13… 3 cents per fan

Comments: A little over 3 cents per fan. Part of the key to high CTR is the right image. With horses, it’s not easy to get the whole horse into a 110x80 image and still see much. For viewers to connect emotionally with the image, they have to be able to see it, so only the head is shown here, and this is a nice, friendly looking horse.

753 fans for $12.23 … 1.6 cents per fan

Comments: Another ad questionable in terms of using someone else’s likeness. The two advertising guidelines that apply are: • 4b. Ads must clearly represent the company, product, or brand that is being

advertised. • 5a. Ads must not be false, misleading, fraudulent, or deceptive. • 12a. Ads cannot include any content that infringes upon the rights of any third

party, including copyright, trademark, privacy, publicity or other personal or proprietary right.

30 cents per fan

Comments: Here’s an ad that doesn’t violate the guidelines but manages to get 30 cent fans. For an odd target like this, that’s actually pretty good.

25 cents per fan

More ads from Corey McNeil

Comments: Corey is an expert SEO and a FanReach student who has studied the heck out of our material, and we talk about his results in a lot of our videos and courses. He only shows CPC here but you can estimate cost per fan from the action:click ratio here… respectively 6 cents, 20 cents, 75 cents and 90 cents. See how the cheapest cost per fan is the simplest ad? NO BRAINER marketing, buddy!

458 Fans for $24.34 = 4.5 Cents Per Fan

Mark’s business works great on Facebook and poorly with AdWords. This is because his product is a hybrid of two or three interests… people who love baseball or softball and the people who want to give roses to them. Baseball plus romance. AdWords is built to harvest people with specific popular interests- only a fraction of those who like those sports ALSO want to give roses. Only a fraction of those who want to give roses like those sports. That leads to a bad CTR and low quality score in AdWords and a high CPC. But in Facebook, Mark can cheaply gather people who like all of those things and then market to them repeatedly on the fan page, and it works - he gets a 473% ROI on his fan acqusition ad spend.

B2B Facebook Fan Acquisition If you slicing and dicing doesn’t get you cheap fans, go extremely general. Less competition there.

B2B Facebook Fan Acquisition

You still need to think about your B2B people and what their goals and dreams are. Pump these up in the image and ad copy to increase CTR.

25 Cents Per Group Member

If we have time…

PART dos: Post LIKE Tips from bears

The PROBLEM?

Increase Feedback Rate

GOAL: 1.0% or higher Feedback rate per post

Ask for More Likes and Comments

Ha Ha… Duh!

Post Formulas

"Click Like if…" and keep the second part simple, make sure it’s something most of your fans will like.

Post Formulas

To get Comments, ask a question or say, "Tell me in the Comments below…" followed by whatever you want to know

Posts Based on Demos/Interests

Ponies (photo of pony): "Click Like if you love ponies! What's your favorite thing about them?"

B2B Question

"What’s your biggest goal this year in internet

marketing? Comment below!”

How To Have It All

“CLICK LIKE if you think the Heat can SWEEP Dallas or COMMENT as to why the Mavericks will make this a series.”

- Sportscenter

The formula is:

“Click Like if you think [one thing] or Comment as to why you think [the opposite]”

Sell The Dream

How To Figure Out Your Customer’s Dream

What kind of ideal life or business situation do these benefits lead the customer toward?

Selling The Dream

Selling The Dream

Selling The Dream

Selling The Dream

9 THINGS PEOPLE DREAM ABOUT SELLING THE DREAM


Which of the 9 things people dream about do you help people with?

LUXURY

AWE

OPTIONS

CONNECTION

FREEDOM

BELONGING

FUN

LOVE

RELAXATION


How are these dreams different for each of

your 3-5 customer types?

Write Lots of Words

Describe in as much detail as possible what the fulfillment of these dreams looks like for people.

Image Brainstorming

Sell That Dream

Now talk to your fans about those dreams while asking for likes and comments!


Learn More

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Technology

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