Why Facebook?• 1.23 billion active monthly users• Unparalleled reach and targeting• Facebook = the future of

advertising

demographics + psychographics +

behavior

20:00

That’s 40 minutes the average American spends on Facebookevery single day…

1. Reach• 51 percent of Internet users• Over 1 billion people daily• Huge number of every demographic• Spending increasing time on

Facebook

2. Precision targeting• Location (ZIPs, area code, etc.)• Age and birthday• Education (e.g. Michigan State class

of ’05)• Demographics• Interests• Relationship status• Buying behavior

3. Cost control• Advertisers (you) control how much

you spend for each campaign• Budgets can be very low• Better targeting = less wasted spend

4. Cost efficiency• Precision = efficiency• FB’s measurability means you can keep driving down your cost per click• Dollar for dollar, there’s no better

way to get the word out with relevancy

5. Simplicity• Great UI makes setup a breeze• Much easier than Google AdWords• No PPC experience required

6. Interests targeting• Ads are much more likely to perform

better when you target smaller, specific groups of people!

• Display ads to the people who are most likely to be interested in your product or service

• Customize your ad so it’s more appealing to the audience you’re trying to reach

7. A/B testing

8. Social proof•SOCIAL PROOF IS POWERFUL STUFF!

• 68% of FB users say a friend’s referral would increase their chances of purchasing

• Facebook ads are easily ‘liked’ and shared, giving you the benefit of social proof

• You can advertise to ‘friends of fans’ to leverage social proof

9. Mobile targeting• Mobile traffic has surpassed desktop• 30% of purchases are now made from

mobile devices• Facebook is a VERY popular mobile

app• Reach your prospects on the go!

Create an awesome page!• Make it visually appealing• Include freebies and offers if

appropriate• Be ready to engage• More engaged fans means you can

more fully leverage FB’s advertising capabilities

Do your research• Take advantage of targeting!• Use Facebook Audience Insights to

find targets to pursue• Research your audience to get their

demographic makeup (even if you think you already know)

• What other websites and brands do they frequent?

Targeting can get very specific!• Women• Professional• Ages 30–35• Live in Bay Area• Drive a Toyota• Like Oprah

Tell them what to doInclude a clear action you want your audience to take in the body text of your ad

– “Learn more”– “Join us”– “Click here”– “Enter your email address”– “Buy now”

Appeal to self-interestHighlight any benefits, sales or similar specials that your business is offering

Use eye-catching imageryAlways:

– Uncluttered– Evocative– NOT STOCK– Relevant

Consider:– Close-ups– White background– Branded

Use time promptsCreate a sense of urgency to encourage immediate action:

– “Today” – “Act now”– “Offer ends…”

Pique their curiosity•Asking questions → higher CTR

•Odd images can work very well

Test multiple offers• Coupons• “Like” your page• Event invitation• Buy one, get one free

Use sentence fragments• Keep sentences short + choppy• Fragments add urgency, quicken pace

of reading, aid comprehension• “Great gifts. Half price. Won’t Last.

Buy now!”

Land in the right spot• Take your audience where they

expected to go...don’t confuse them• Make the message match• Use similar images

Track your results• Keep your eye on your analytics!!!• Look for a solid click through rate

(≥ 0.02%) or try a different approach• Use built-in reporting to refine your

targeting• ALWAYS SPLIT TEST!

Show restraint• Facebook doesn’t want you to stick

out like a sore thumb• People aren’t necessarily in a buying

mind-set…be gentle with them• Focus on the longer term

“conversation”

Don’t give up too easily• Does your ad stink? (Be honest)• Does your image stink?• Have you split tested?• Facebook advertising has worked for

almost every industry at this point – it’s about having the right strategy