Facebook Strategy & Ads Webinar
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Instant E-Training provides online marketing training through live workshops and an online video library, featuring experts in social media, SEO, Facebook, and more. They teach strategies for Facebook advertising, including how to target fans through demographics and interests, optimize ads based on metrics like CTR and CPC, and develop fan acquisition campaigns. The training is recognized by SEMPO and aims to teach lifelong marketing skills through leading industry experts.
![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]”](https://image.slidesharecdn.com/facebook-ads-strategy-webinar-120426135712-phpapp02-120426234602-phpapp02/85/Facebook-Strategy-Ads-Webinar-111-320.jpg)
Facebook Strategy & Ads Webinar
- 1. Facebook Marketing & Ads Optimization Strategies Brian Carter @BrianCarter @IETraining www.instantetraining.com
- 2. 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 Dan Zarrella Brian Carter Dave Kerpen Hollis Thomases Clara Shih Lee Odden @IETraining www.instantetraining.com
- 3. Online Training Video Library Videos on Social Media, SEO, Facebook, LinkedIn, Content Marketing and more. Strategy Videos http://www.instantetraining.com/ pricing-plans How-to Videos @IETraining www.instantetraining.com
- 4. Live Online Training Workshops @IETraining www.instantetraining.com
- 5. Training Courses Recognized by SEMPO SEMPO (Search Engine Marketing Professional Organization) is a global non-profit association with members across the globe. @IETraining www.instantetraining.com
- 6. 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 @IETraining www.instantetraining.com
- 7. Meet Brian Carter • 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 @IETraining www.instantetraining.com
- 8. Facebook Ad Optimization: Strategies & Tactics Brian Carter @BrianCarter www.instantetraining.com
- 10. 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
- 11. Facebook gets more page views than Google
- 12. Businesses are expected to spend more than $2 - $4 billion dollars on Facebook Ads in 2011.
- 13. The Gold Rush For Fans Some companies are paying to acquire 100,000’s of fans. @briancarter www.likeonomics.or
- 14. Paying For Likes They pay up to $2.00 per fan. @briancarter www.likeonomics.or
- 15. Paying For Likes More viral than email, fans may be worth 2-3x the value of an email subscriber. @briancarter www.likeonomics.or
- 16. 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
- 17. Likes Decrease Costs When more people Like your ads, the cost of these ads decreases @briancarter www.likeonomics.org
- 18. Likes Capture Prospects “Ad Likes” capture prospects @briancarter www.likeonomics.org
- 19. FACEBOOK ROI
- 20. 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.
- 21. Facebook Profits: FanReach Case Studies Rosehall Kennel • 6500% ROI • Started getting sales with less than 500 fans after spending less than $100 Note: we do not have enough data to know if these results are typical.
- 22. Facebook Conversion Rates with FanReach Facebook conversion rates are good Note: we do not have enough data to know if these results are typical.
- 24. Prospect Path Fan Purchase Fan Blog/AdSense Fan Affiliate Ad Email Ad Purchase
- 25. Fan -> Purchase Path
- 26. Fan -> AdSense Path
- 27. Fan -> Affiliate Paths Click Affiliate Link
- 28. Ad ->Email Monetization Path
- 29. Ad -> Purchase Monetization Path
- 30. But wait first HOW MANY ARE DOING A GOOD JOB OF FACEBOOK MARKETING?
- 32. An average of 7% - 16% of fans see daily posts from a page they’ve liked HOW MANY ARE VISIBLE TO 50% OR MORE OF THEIR FANS?
- 33. Many pages average 0.1% to 0.6% HOW MANY HAVE AN AVERAGE FEEDBACK RATE OVER 1.0%
- 35. AdWords vs Facebook finds people via finds people via Keywords Likes (Interests)
- 36. AdWords vs Facebook Demographic Demographic Targeting is Targeting is Limited Accurate
- 37. 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
- 38. Facebook AdWords vs Facebook Search
- 39. Search vs. Facebook Facebook can help you reach more prospects and change the minds of prospects higher up in the funnel
- 40. Search vs. Facebook Low Hanging Fruit
- 41. Search vs. Facebook Owning & Influencing Your Audience
- 42. You can own your audience on Facebook
- 43. 3 Marketing Methods Biggest Profits!!! Increasing ROI
- 44. The Facebook Fan Opportunity
- 45. 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
- 46. 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.
- 47. FAN TARGETING WITH ADS
- 48. The Best Fans Are… CTR ROI CPC CR
- 49. Facebook Ad Targeting Methods
- 54. DEMOGRAPHICS not just for traditional marketing anymore
- 55. DEMOGRAPHICS clues.yahoo.com alexa.com “audience” quantcast.com compete.com (paid)
- 56. REAL?
- 57. This is better. Get 3-5 of these.
- 58. Meet Customers = Real People
- 59. Spy On Their Profiles!
- 60. Some Facebook Niche Sizes
- 61. Interests: Most Unique Thing
- 64. Low cost per click comes from High click through rate and Low to moderate bidding competition in target
- 65. 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
- 66. CREATE: Consistency --> CTR
- 69. 90% of Cheap Fans Come From… This here little LAHK button
- 70. FACEBOOK AD IMAGES & COPY
- 71. No-Brainer Ad Copy FORMULAS Click Like if you love <interest>!
- 72. No-Brainer Ad Copy FORMULAS Do you love <interest>? Then Click Like below now!
- 73. Brick Could Do Facebook Ads
- 74. Pricing/Bidding
- 75. Faces Because…
- 76. Happy Because…
- 77. On the next slide you have THREE SECONDS TO CHOOSE YOUR FAVORITE IMAGE
- 78. QUICK which baby is BEST?
- 79. Upward chart depicting the increasing number of upward charts used in Facebook ads. LOTS
- 82. Advertising Process: Optimize CPF
- 83. Advertising Process: Optimize CPF Cost Per Fan = Spent / Connections
- 84. 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)
- 85. Facebook Ad CTR 4% 3% 3% 3% 2% 2% 1% 1% 0.30% 0.10% 0.05% 0% Awesome Great Good Amateur
- 86. Facebook Ad CPC $1.20 $1.00 $0.80 $0.60 $0.40 $0.20 $- Amateur Good Great
- 87. Facebook Ad CPF $2.50 $2.00 $1.50 $1.00 $0.50 $- Great Good Amateur
- 88. Webtrends Says The Average Company Gets Fans For $1.07 Each Comments: Go back to my slide about amateur performance vs. best practice
- 89. Facebook Ad Burnout • Over time, the same ad will be less interesting to an audience • CTR decreases and CPC increases
- 90. 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
- 91. 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.
- 92. 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.
- 93. 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.
- 94. 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.
- 95. 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.
- 96. 25 cents per fan
- 97. 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!
- 98. 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.
- 99. B2B Facebook Fan Acquisition If you slicing and dicing doesn’t get you cheap fans, go extremely general. Less competition there.
- 100. 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.
- 101. 25 Cents Per Group Member
- 102. If we have time…
- 103. PART dos: Post LIKE Tips from bears
- 104. The PROBLEM?
- 105. Increase Feedback Rate GOAL: 1.0% or higher Feedback rate per post
- 106. Ask for More Likes and Comments Ha Ha… Duh!
- 107. Post Formulas "Click Like if…" and keep the second part simple, make sure it’s something most of your fans will like.
- 108. Post Formulas To get Comments, ask a question or say, "Tell me in the Comments below…" followed by whatever you want to know
- 109. Posts Based on Demos/Interests Ponies (photo of pony): "Click Like if you love ponies! What's your favorite thing about them?"
- 110. B2B Question "What’s your biggest goal this year in internet marketing? Comment below!”
- 111. 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]”
- 112. Sell The Dream
- 113. How To Figure Out Your Customer’s Dream What kind of ideal life or business situation do these benefits lead the customer toward?
- 114. Selling The Dream
- 115. Selling The Dream
- 116. Selling The Dream
- 117. Selling The Dream
- 118. SELLING THE DREAM 9 THINGS PEOPLE DREAM ABOUT
- 119. How To Figure Out Your Customer’s Dream Which of the 9 things people dream about do you help people with?
- 120. LUXURY
- 121. AWE
- 122. OPTIONS
- 123. CONNECTION
- 124. FREEDOM
- 125. BELONGING
- 126. FUN
- 127. LOVE
- 128. RELAXATION
- 129. How To Figure Out Your Customer’s Dream How are these dreams different for each of your 3-5 customer types?
- 130. Write Lots of Words Describe in as much detail as possible what the fulfillment of these dreams looks like for people.
- 131. Image Brainstorming
- 132. Sell That Dream Now talk to your fans about those dreams while asking for likes and comments!
- 133. Learn More Take Your Facebook Marketing Skills to the Next Level….. @IETraining www.instantetraining.com
- 134. Facebook Intensive Program Starts May 25th… 20 Live Online Sessions including… Facebook Marketing Strategy New Facebook Timeline Facebook Contests Facebook Ads Facebook Community Management Facebook Fan Acquisition Facebook EdgeRank Algorithm Facebook Content Strategy Facebook Apps Facebook SEO Facebook Gaming Strategy Facebook ROI @IETraining www.instantetraining.com
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- 136. Hands-on Facebook Certification (Limited Seats) Hands-on Facebook Weekly Assignments & Weekly Progress Marketing Project Quizzes Mentoring Calls Final Project Dissertation Facebook Masters Certificate @IETraining www.instantetraining.com
- 137. 12+ Leading Facebook Marketers… Dennis Yu Lisa Buyer Brian Carter Alison Zarrella Marty WeinTraub CEO BlitzLocal & Author, Speaker, Author “Facebook Author “Facebook Author “Killer Facebook Authority Columnist Like Economy” Marketing” Facebook Ads” @IETraining www.instantetraining.com
- 138. Interactive WebConference Environment Ask questions after sessions – Network with fellow attendees in Private Q&A for all attendee Our private community @IETraining www.instantetraining.com
- 139. Free Training Videos – Worth $400 Free Bonus #1 15+ Training videos on Facebook marketing Fast Tracks your learning with additional resources. @IETraining www.instantetraining.com
- 140. Free Workshop Videos worth $140 Free Bonus #2&3 2 Hour Long training videos from Clara Shih & Dave Kerpen on Facebook Marketing. @IETraining www.instantetraining.com
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- 142. 3 Bonuses for Webinar Attendees Only @IETraining www.instantetraining.com
- 143. Free 1 Month Membership – Free Worth $79 Bonus #6 100+ Training videos on Facebook, Twitter, LinkedIn, SEO, & more. Free 1 Month membership worth $79! http://www.instantetraining.com/pricing-plans @IETraining www.instantetraining.com
- 144. Free Book – The Like Economy Free Bonus Worth $24.99 #7 Brian Carter’s top rated Facebook Marketing book. Free book to all webinar attendees! @IETraining www.instantetraining.com
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- 146. Attendee Testimonial “The Facebook Intensive Program was exactly what I was looking for in a professional online course I could apply to my work. The program presented experts who could deliver the full scope of information clearly, a well-planned schedule that moved at a good pace, flexibility and access to great materials/resources and ample time after the program to review and refer back to videos, workshops and resources. Terri Rioux Facebook Program Attendee @IETraining www.instantetraining.com
- 147. 100% Attendee Satisfaction Social Media for Business 2011 Survey Facebook Intensive Program Survey @IETraining www.instantetraining.com
- 148. With Facebook Training You Get… 1. 20 Live Online Sessions – Full Rate $597 2. Q&A access, private community, and 6 months access – Value $497 3. 10+ Free Training Videos - Value $400 4. Two Hour long training videos – Value $140 5. Free 1 year magazine subscription – Value $78 6. Free 300+ page ebook – Value $20 7. Free 1 Month Membership to library – Value $79 8. Free 3 Month Training Video Membership(Certification Attendees Only – Value $238 ) 9. Free Phone Consultation (30 mins) – Value $250 10. Free Book (The Like Economy) – Value $25 $2,086 Original @IETraining www.instantetraining.com
- 149. • Attend all 20 Live Sessions • Everything from WebConference • Ask Q&A • Hands-on Certification Project • Free Bonus Materials • Weekly Mentoring Calls • Weekly Quizzes • 3 Months Free Video Membership @IETraining www.instantetraining.com
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