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Facebook Marketing Week 4

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Amanda Munday

on 31 March 2014

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Transcript of Facebook Marketing Week 4

Facebook Advertising
Facebook Marketing Week 4


(cc) photo by Metro Centric on Flickr
(cc) photo by Franco Folini on Flickr
(cc) photo by jimmyharris on Flickr
(cc) photo by Metro Centric on Flickr
1. Ad Types and Opportunities
Ad Reports
Identifying an Advertising Budget
5. Price and Terms
To begin: Build and Target
Building Ad Creative
#1: Title is limited to 25 characters. Body is limited to 135 characters. "Tweet sized".
#2: All ads must include an image (copyright free!)

#3 Images cannot be greater than 110 px wide by 80 x high.
Less than 5 MB in size.
CPC = Cost Per Click
Your intention is for people to click on your ad. You only pay for those who click.

CPM = Cost Per Thousand Impressions
Your intention is for people to see your ad. You are looking to spread of message or brand awareness and would like to be present.
How much you are willing to spend for 1000 impressions of your ad.
CPM - Cost per "Mille"
Resource and Examples: http://www.facebook.com/ads/best_practices.php/
Facebook Ads Guidelines:
At Facebook, we believe that ads should contribute to and be consistent with the overall user experience. The best ads are those that are tailored to individuals based on how they and their friends interact and affiliate with the brands, artists, and businesses they care about.
Ads have specific rules for:
Adult Products
Drugs and Tobacco
Gambling and Lotteries
Subscription Services
Unacceptable Business Models
Ads to Facebook Destination

The following restrictions apply to ads directing to Facebook landing pages:
Ads may not direct to a "Closed" or "Secret" Group
Ads may not direct to Facebook Profiles (Timelines)
Ads may not direct to the Facebook homepage (www.facebook.com)
Sponsored Story:
Pay for updates to your page published to all your fans' friends.
"Always includes either a story about the viewer's friends or a story about your Facebook page posts".
Sponsored Stories include:
Page likes
Page Posts
Page Post Likes
Check ins
App shares
Apps used
Domain stories
Facebooks Ads: Marketplace
Custom creative about anything that may link to a Facebook element (page, event, app) or to an external website

Note: Can be paired with news feed activity
Sponsored stories have a 20% lower cost per click then ads
because you don't have to target lucrative markets. It's just "any activity that relates to your page" could end up as an ad. Less work for media buyers, less cost.

Bid Price:
Constantly changing amount of money you are willing to pay per 1000 impressions or per click.
Pro tip: change your bid price daily.

Daily Budget:
How much are you willing to spend in a day?
Pro tip: study when the busiest times on your page is; what is the content?

Lifetime budget:
How much are you spending for this entire campaign?
Source: Facebook Marketing Guide PDF
3. Build and Target
4. Create an Ad Budget and Goals
2. Define/Terms
Important Terms: CPC vs CPM
Daily rate and creative should change daily
Total number of times Facebook showed the ad
(could have been to the same user and multiple users)
How many clicks to my page (could be the same user)
Number of people who said "attending" after clicking on the ad
Cost per clicks and cost per 1000 impressions
Ad Insights
It is important to run reports on your ads to measure performance and make adjustment to your spends

Try different campaigns (
3-5 is good
) to see which turn into more clicks or impressions

Remember you are competing with all content with the same target audience

Facebook will serve the ad that generates the most click throughs - it's all about $
How many times a friend's activity was included with the ad
Tips for Ads Adjustment
Increase budget and time of ads that do well
Pause unsuccessful campaigns
Try different images
Try testing ad content with status updates/Twitter feeds to see what people respond to
Ranking your posts:
The higher the ranking, the more likely and often it will be shown to Facebook users
Define Goals:
What are you driving users toward?
What is the end goal (more likes, new sales, brand awareness, RSVPs to your event)
Promoted Status
- Are you willing to pay to have your update served to more users?
"Your promoted posts will be seen by a larger percentage of the people who like your Page than would normally see it. It will also be seen by a larger percentage of the friends of people who interact with your post."

- Is this update relevant to users? Should it be shown to all users? A subset? How should Facebook address information overload?
- Stats: A typical status update only reaches
16% of fans
(source: AdAge)

Scenario: Calgary Timeraiser

Only 3% of all 1,945 Timeraiser fans saw the post at all. Why? Because 2 people responded to the poll. Their poll response was served to any of the two respondents friends who are ALSO fans of Timeraiser, so the update is relevant.
BUT: If you
promote the post,
you can have your update served to more than just those who are a common link or where the algorithm thinks it makes sense.

Only pages with 400 likes or more
$5 - 100/post
Only promote status updates from the last 3 days
Live for 3 days at the top of fans news feeds
Shown as "Sponsored"
Lifetime Campaign
You'll only be charged for the actual reach of the promotion
Remember you can target promoted posts by location
photos and videos: People tend to respond to bright, simple and attention-grabbing images, particularly of people using your product or service. For example, you could promote a photo of new products you want to sell. Keep in mind that your Page's profile picture will show up next to your promoted post so everyone knows it’s connected to your business.

Offers: Promoting an offer can help increase the number of people who see and claim your offer. This can help to drive more people to your business and increase engagement on your Page. Learn more about offers .

Exclusive events or news:
Promoting posts with exclusive content gets people to talk about your Page and share your posts with their friends. This could be a daily special on the menu, an in-store event or the launch of an upcoming product.

Promoting a question tells people that you value their opinion. For example, you could promote a question asking people to vote on a new product or service, which encourages people to have a direct impact on your business decisions.

From Facebook Promote FAQ: https://www.facebook.com/help/promote
Facebook Deals
Facebook Offers
A note on Actions...
Key Phrases
Example Budget
Ad #1: General Regina (Reach 25K - Target 110,00k)
41 clicks | 10 Actions | $ 1.28 CPC
#2 Regina Ad - College Grads in Regina (Reach: 13K, Target 28k)
54 clicks | 9 Actions | $0.85 CPC
#3 Regina Ad - Targeted Interest (Reach 21k, Target 77k)
35 clicks| 6 actions | $1.50 CPC
A Regina Case Study
Run Multiple Campaigns
Change the Campaign Often
Measure Results
Response to Sponsored Stories
"The advertisers most using Facebook are from the Retail, Food & Drink, Finance, Entertainment and Games categories, according to the TBG report, with Retail growing the most (to nearly a quarter of impressions served) in the quarter."
Click-throughs outside of Facebook are more expensive.

"The researchers noted that Finance advertisers are
paying the highest CPCs
(3.5 times what the Food & Drink advertisers are paying), and believe it could be because Finance advertisers are working to send consumers to other sites, outside of Facebook, which tends to be more expensive." April 2012 Marketing Land
Change Alert!
Scheduled posts...
Special Offers to limited local pages
Will be able to offer unique deals to those who like your page
May be able to make purchases from within Facebook
Will be free to post
Who could see the message?

Who did something as a result of seeing your ad?
Will you target to those who are fans, or who definitely AREN'T fans?
Plan campaigns and formally measure
Track spending daily
Sponsored Stories / Ads / Promoted Posts
Location based marketing
Check-in to be served deals near where you currently are, and if you like that brand page.
Connect with major brands and opportunity for word of mouth advertising
What is the user's relationship to the object?

: What is the object?

How long has it been posted?
When you take an action on Facebook it contributes to your Edge Ranking
- View a profile
- Add a photo
- Like a status
- Post a link
- Using an app (listening to a song)
Affinity is cumulative - as you continue to post and your relationship with a page/person/brand grows, your edge also grows.
have a strong edge ranking and are shown more prominently and more frequently.
What has more weight?
According to Edgerank Checker,
"Generally speaking, actions that take longer to achieve weigh more:
For engagement
Edges we generally say Shares > Comments > Likes > Clicks.
For content type
Edges we’ve seen Videos > Photos > Status Updates > Links"
The longer a post has been created, the less likely it is to be shown (seen).
Read More:
From e-consultancy:
"One of the most important things you need to realize about affinity as a marketer is that affinity is one-way. This means you visiting a forgotten friend's profile does not increase the likelihood of you appearing in their news feed."
Each person's EdgeRank is Different - depends entirely on habits.
Also consider time of day posts and competitive times of day
Edgerank Checker
The tool does not measure affinity (hard to)
But it does capture decay and weight of previous posts, which can be useful to getting your page more Edge.
The Lessons of EdgeRank:
Ask Questions
Post Photos
Inspire repeat conversations
Organic growth.
Original Facebook Ads
The Good, The Bad, The Lawsuit
Overview Video
Facebook Deadpool: Deals
Age: 4 months
Next Week
Have you sent a rough draft yet?
What has the highest Weight for you?

1. Log onto Facebook
2. Look at your newsfeed. Do you see more images or links?
3. What is the first brand page post you see? What type of post is it?
Full transcript