Facebook Pay Per Click

Overview

• Why Facebook for advertising?

• Things to consider

• Ad types

• Should you use it?

Why Facebook for advertising?

• Approx. 1 billion(?) users worldwide

• Interesting items/promotions can go viral

• Great if your product/service fits a specific demographic

• Currently cheaper clicks than Google Adwords

Things to consider

• Typically people aren’t on there to buy

• Even if they are you don’t know where they are in the buying cycle

• Traditional ads don’t display on mobile devices

The Approach

• Ads are demographic based *not* search based

• Typically works much better for B2C rather than B2B offerings

• But with any advertising, test, test test!

Facebook Ad Types

• Initially split by internal or external ads

• Internal ads can promote a page or a post

• The promoted post can be a poll, video, event, normal post

Internal vs External

• External can link direct to your landing/squeeze page

• Some studies have shown that taking users ‘away’ from FB reduces response

• Internal pages can receive ‘likes’ after the campaign has ended

Key things for ads

• Image is everything and its only 100 x 72 pixels - pattern interrupts

• Try setting up groups of ads with demographic splits

• Always split test headlines

• Use quantcast.com for demographics

Should you use it?

• Depends on your product/service

• Ideally look to build a base of users from a page and then slowly sell over time

• Start with a small budget and test!

Questions?

gary@59offers.com