Facebook Ads Strategy Webinar 120426135712 Phpapp02 120426234602 Phpapp02

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www.instantetraining.com @IETraining

Facebook Marketing & Ads

Optimization Strategies

Brian Carter

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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…

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Online Training Video Library

Strategy Videos

How-to Videos

Videos on Social Media, SEO,

Facebook, LinkedIn, Content

Marketing and more.

http://www.instantetraining.com/

pricing-plans

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Training Courses Recognized by SEMPO

SEMPO (Search Engine Marketing Professional Organization) is a global non-profit association with members across the globe.

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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

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• 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

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www.instantetraining.com

Facebook Ad Optimization:

Strategies & Tactics

Brian Carter

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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.or

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Facebook gets more

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Businesses are

expected to spend

more than $2 - $4

billion dollars on

Facebook Ads in

2011.

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The Gold Rush For Fans

Some companies are

paying to acquire

100,000’s of fans.

@briancarter

www.likeonomics.or

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Paying For Likes

They pay up to

$2.00 per fan.

@briancarter

www.likeonomics.or

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Paying For Likes

More viral than

email, fans may be

worth 2-3x the value

of an email

subscriber.

@briancarter

www.likeonomics.or

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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

@briancarter

www.likeonomics.or

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Likes Decrease Costs

When more people

Like your ads, the

cost of these ads

decreases

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Likes Capture Prospects

“Ad Likes”

capture

prospects

@briancarter

www.likeonomics.org

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Facebook Profits: FanReach Case Studies

Baseball Roses

• 473% ROI

• 4.35% Conversion Rate

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Facebook Profits: FanReach Case Studies

Rosehall Kennel

• 6500% ROI

• Started getting sales

with less than 500 fans

after spending less than

$100

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Facebook Conversion Rates with FanReach

Facebook conversion rates are good

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Prospect Path

Fan  Purchase

Fan  Blog/AdSense

Fan  Affiliate

Ad  Email

Ad  Purchase

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Fan -> Affiliate Paths

Click Affiliate Link

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HOW MANY ARE DOING A GOOD

JOB OF FACEBOOK MARKETING?

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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

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HOW MANY HAVE AN AVERAGE

FEEDBACK RATE

OVER 1.0%

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finds people via

Keywords

finds people via

Likes (Interests)

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Demographic

Targeting is

Limited

Demographic

Targeting is

Accurate

AdWords vs Facebook

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How Different Are Facebook Ads?

Facebook

Adwords

Interests (Likes)

Yes

No

Intent (Searches)

No

Yes

Location

Yes

Age & Gender

Yes

No

Marital Status

Yes

No

Workplace

Yes

No

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AdWords vs Facebook

Face

book

Sea

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Search vs.

Facebook

Facebook can help you

reach more prospects

and change the minds

of prospects

higher up

in the funnel

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Search vs.

Facebook

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Search vs.

Facebook

Owning & Influencing

Your Audience

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You can

own your audience

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3 Marketing Methods

Increasing ROI

Biggest

Profits!!!

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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

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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%

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The Best Fans Are…

CTR

CPC CR ROI

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DEMOGRAPHICS

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DEMOGRAPHICS

clues.yahoo.com

alexa.com

“audience”

quantcast.com

compete.com (paid)

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Spy On

Their

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Low cost per click

comes from

High click through

rate

and

Low to moderate

bidding competition

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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

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90% of Cheap Fans Come From…

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No-Brainer Ad Copy FORMULAS

Click Like if

you love

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No-Brainer Ad Copy FORMULAS

Do you love

<interest>? Then

Click Like below

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THREE SECONDS

TO CHOOSE YOUR

FAVORITE IMAGE

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Upward chart depicting the increasing

number of upward charts used in

Facebook ads.

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Advertising Process: Optimize CPF

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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)

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3% 0.30% 0.10% _0.05% 0% 1% 1% 2% 2% 3% 3% 4%

Awesome Great Good Amateur

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$- $0.20 $0.40 $0.60 $0.80 $1.00 $1.20

Amateur Good Great

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$- $0.50 $1.00 $1.50 $2.00 $2.50

Great Good Amateur

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Webtrends Says The Average Company

Gets Fans For $1.07 Each

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Facebook Ad Burnout

• Over time, the same ad will be less interesting

to an audience

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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

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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.

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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.

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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.

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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.

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30 cents per fan

Comments: Here’s an ad that doesn’t violate the guidelines but manages to get 30

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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

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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.

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B2B Facebook Fan Acquisition

If you slicing and dicing doesn’t get you cheap fans, go

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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.

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Increase Feedback Rate

GOAL: 1.0% or

higher Feedback

rate per post

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Ask for More Likes and Comments

Ha Ha…

Duh!

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Post Formulas

"Click Like if…" and keep the second

part simple, make sure it’s something

most of your fans will like.

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Post Formulas

To get Comments, ask a question or

say, "Tell me in the Comments

below…" followed by whatever you

want to know

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Posts Based on Demos/Interests

Ponies (photo of pony): "Click Like if you love ponies!

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B2B Question

"What’s your biggest goal

this year in internet

marketing? Comment

below!”

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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]”

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How To Figure Out Your

Customer’s Dream

What kind of ideal life

or business situation

do these benefits lead

the customer toward?

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9 THINGS PEOPLE DREAM ABOUT

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How To Figure Out Your

Customer’s Dream

Which of the 9 things people dream about

do you help people with?

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How To Figure Out Your

Customer’s Dream

How are these dreams different for each of

your 3-5 customer types?

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Write Lots of Words

Describe in as much detail as possible what the

fulfillment of these dreams looks like for people.

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Sell That Dream

Now talk to

your fans

about those

dreams

while asking

for likes and

comments!

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Learn More

Take Your Facebook Marketing Skills to the

Next Level…..

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Facebook Intensive Program Starts May 25

th

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New Facebook Timeline Facebook Ads

Facebook Fan Acquisition Facebook Content Strategy Facebook SEO

Facebook ROI

20 Live Online Sessions including…

Facebook Marketing Strategy Facebook Contests

Facebook Community Management Facebook EdgeRank Algorithm

Facebook Apps

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Hands-on Facebook Certification (Limited Seats)

Hands-on Facebook Marketing Project

Weekly Assignments & Quizzes

Weekly Progress Mentoring Calls

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12+ Leading Facebook Marketers…

Alison Zarrella Author “Facebook Marketing” Brian Carter Author “Facebook Like Economy” Dennis Yu CEO BlitzLocal & Facebook Authority Lisa Buyer Author, Speaker, Columnist Marty WeinTraub Author “Killer Facebook Ads”

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Ask questions after sessions – Private Q&A for all attendee

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http://www.instantetraining.com/pricing-plans

100+ Training videos on Facebook, Twitter, LinkedIn, SEO, & more. Free 1 Month membership worth $79!

Free

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Worth

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Terri Rioux

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100% Attendee Satisfaction

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Facebook

Intensive Program Survey

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With Facebook Training You Get…

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