facebook ads - a guide for local advertisers

FACEBOOK ADSA Guide for Local Advertisers

SearchEnginePeople.com©2009 Search Engine People Inc.

All Rights Reserved

Presented by:

Helen M. Overland, Director of Marketing and Training

April 12, 2023

©2009 Search Engine People Inc. All Rights Reserved

WHO ARE SEARCH ENGINE PEOPLE? First Company in Canada to become a Google AdWords Certified Company

2009 PROFIT 100 ranking of Canada’s Fastest-Growing Companies

Over 300 clients worldwide

SearchEnginePeople.com

MediaFinancial Shipping & Travel Consumer

©2009 Search Engine People All Rights Reserved

FACEBOOK ADSThis presentation is the Companion Guide to

Facebook Ads:

A Guide for

Local Advertisers

From the Search Engine People

Marketing Intelligence and Research Series

Get the full Whitepaper at:http://www.searchenginepeople.com/whitepapers/facebook-ads/


http://www.searchenginepeople.com/whitepapers/facebook-ads/


HOW BIG IS FACEBOOK?

84,000,000 people are on Facebook in the USA




12,300,000 people are on Facebook in Canada




Almost 100,000,000 people in North America are on Facebook… And interest keeps going up




• About 300,000,000 people worldwide use Facebook

• On any given day, around 50% of those people log in to the site

• The fastest growing demographic are people 35 and older

• Every day, humanity spends over 8 billion minutes of human productivity on Facebook


Source: http://www.facebook.com/press/info.php?statistics


FACEBOOK FOR YELLOW PAGES ADVERTISERS

• Popular: in 2009 Facebook will earn 74% of its $330 million revenue from Local advertisers

• Can target to within 10 miles of a City

• Can target by location, interests, and demographics


Source: http://mashable.com/2009/07/20/facebook-local-ads/



Consider Atlanta, Georgia

Ads targeting 10 miles around Atlanta would reach an estimated audience of 1.5 million people


Photo credit : http://www.flickr.com/photos/mplemmon/2745434088/



Consider Toronto, Canada

Ads targeting 10 miles around Toronto would reach an estimated audience of 1.3 million people


Photo credit: http://www.flickr.com/photos/semlady/584433323/


FACEBOOK PPC VS. TRADITIONAL SEARCH ENGINE PPC

Search Engine PPC Ads focus on PRODUCTS

i.e. “Find me a widget”

Facebook PPC Ads focus on PEOPLE

i.e. “I’m interested in travelling”



DEMOGRAPHIC TARGETING• Demographic Targeting

offers an increased layer of Complexity and Control

• More granular control over WHO sees the message



DEMOGRAPHIC TARGETINGTraditional Search Engine PPC Advertising

Targeting Layers:



DEMOGRAPHIC TARGETINGFacebook PPC Advertising Targeting Layers:



DEMOGRAPHIC TARGETINGThe Demographic Targeting

Layer means 2 identical campaigns can target 2 completely different audiences

Consider the targeting implications of the following 2 identical campaigns:



DEMOGRAPHIC TARGETINGCampaign #1

Location: New York City

Keywords: Travel

Travelling

World Travel


Demographic Targeting:


DEMOGRAPHIC TARGETINGCampaign #2

Location: New York City

Keywords: Travel

Travelling

World Travel


Demographic Targeting:


6 KEY STEPS

For Building an Effective Facebook Campaign



6 KEY STEPS

1. Define the Goals

o Drive Traffic?o Increase

Awareness?o Generate Leads?



6 KEY STEPS


2. Identify the Locality

o Driving distance?o Local interests?o Service area?o Shipping?o Brand awareness?

BUSINESS


6 KEY STEPS


3. Define the Audience

o What interests qualify the audience?

o Are they interested in related topics?


6 KEY STEPS


4. Narrow the Focus

o What age is the audience?

o Do they have any unique traits?


6 KEY STEPS


5. Offer Value

o Offer a discounto Offer informationo Offer a bonuso Offer a prize


6 KEY STEPS


6. Test & Measure

o Run different adso Test ad message

response rateso Test conversion

rates

facebook ads - a guide for local advertisers

Business

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facebook adsa guide

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targeting implications