Optimize Your Facebook Advertising

Starmark

BrandingAdvertising

InteractivePublic Relations

Direct ResponseMobile

SocialAnalytics

Maximizing Your Facebook Ad Buy

eTIP Webinar

STARMARK.COM© 2011 STARMARK

Our Backbone:

Company Founded on Integrated Marketing

Interactive, Social & Public Relations

Return On Investment Focused

Top-10 Diversity Owned Company in Florida

Nationwide Recruitment

Recognized Top South Florida CEO

Includes:

Fort Lauderdale (Headquarters)

San Juan, PR

Orlando, FL

Peggy NordeenCEO

Starmark: 30 Years of Excellence

STARMARK.COM© 2011 STARMARK

• Weekly eTip Newsletters

• Based on Cutting Edge Current Trends

• Co-Authored In-house By Experts Within Discipline

• Ongoing App, Web & Media Testing

• Nationally Syndicated Content

• Industry Benchmarks

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STARMARK.COM© 2011 STARMARK

OWNED EARNED

PAID

OWNED EARNED

PAID

INTELLIGENCE

OWNED EARNED

PAID

INTELLIGENCE

OWNED EARNED

PAID

INTELLIGENCE

OWNED EARNED

PAID

INTELLIGENCE

OWNED EARNED

PAID

INTELLIGENCE

The Landscape

STARMARK.COM© 2011 STARMARK

Owned Earned Paid

Media (Re)defined

Source: Forrester Research Inc

Collateral & Direct Response

Web Site//Mobile Site

Blog & Video Content

Social Media Presence

Email Marketing & Lists

Location Marketing

Custom Apps

Three Types of Media

Public Relations

Word-of-Mouth

Speaking Engagements

Awards

Search Engine Optimization

Social Media Discussions

Customer Support

Buzz/Viral

Print Advertising

Advertising Networks

Paid Search

Social Advertising

Co-Op & Advertorials

Sponsorships

Specials & Coupons

Outdoor & Trade Shows

IntelligenceCampaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling

STARMARK.COM© 2011 STARMARK

Maximizing Your Facebook Ad Buy

STARMARK.COM© 2011 STARMARK

Fast Facts

STARMARK.COM© 2011 STARMARK

Benefits of Advertising on Facebook

• Surprisingly Inexpensive

• Targeting Options Nearly Limitless

• Build/Strengthen Relationships

• Encourage Engagement and Interaction

STARMARK.COM© 2011 STARMARK

STARMARK.COM© 2011 STARMARK

Things To Consider First - Destination

Or

STARMARK.COM© 2011 STARMARK

Things To Consider First - Ad & Story Type

• Sponsored Story

• Facebook Ads

STARMARK.COM© 2011 STARMARK

Creative Considerations

STARMARK.COM© 2011 STARMARK

STARMARK.COM© 2011 STARMARK

Targeting

STARMARK.COM© 2011 STARMARK

Targeting

STARMARK.COM© 2011 STARMARK

Campaign Set-up

M18-24

F 18-24

M 25-34

F 25-34

M 35-54

F 35-54

M 55+

F 55+

STARMARK.COM© 2011 STARMARK

Bidding Strategy

STARMARK.COM© 2011 STARMARK

TEST, TEST, TEST and TEST AGAIN

STARMARK.COM© 2011 STARMARK

Testing

• A/B Testing

• Image

• Copy

• Demographics

• Interests

STARMARK.COM© 2011 STARMARK

Measurable Results

STARMARK.COM© 2011 STARMARK

Analysis

STARMARK.COM© 2011 STARMARK

Testing - Results

Female MaleOverall

STARMARK.COM© 2011 STARMARK

Additional Considerations

STARMARK.COM© 2011 STARMARK

• Targeting• Test, Test & Test Again• How Results Can Be Used Elsewhere• “Friends of Connections”• More Than Creative Messaging

Facebook Targeting Summary

STARMARK.COM© 2011 STARMARK

STARMARK.COM© 2011 STARMARK

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Chad FalkMedia Directorcfalk@starmark.com