Facebook Advertising TrainingJune 2012

Overview

Facebook advertising has changed significantly over the last 12 months and will continue to do so as Facebook attempts to monetize. Reaching our target audiences organically is becoming increasingly challenging, and Facebook is rewarding advertisers heavily to establish its platform as a major advertising player. Bonfire must take advantage of this cost-effective opportunity to target our clients’ target demographics precisely.

SIMPLE IMAGERY & COPYPart 1

Standard Advertisements

Key Guidelines• Maximum 25 character title• Maximum of 90 characters of copy. The shorter the message can come

across, the better. • When linking to a Facebook page, title cannot be edited from the page name • Imagery used must speak directly to the target demographic• Imagery must be simple and easily recognizable – best to have 1 object with

a single color background

25 character title (external link)90 characters of copy

Facebook page title (link to FB page)

Image size: 100w X 72h

Standard Advertisements

What do the following ads do well? Poorly?

Standard Advertisements: Good Examples

Demographic Relevance

Clear, simple imagery

Brief, catchy copy

Standard Advertisements: Bad Examples

Confusing imagery

No results

Novel

This is targeted at football fans?

Lengthy Copy

Complex imagery

Sponsored Stories

Key Guidelines• Also referred to as “Page Post Ads” – ads created from a Facebook post. • 90 characters of copy is visible• Post must be very compelling and spark curiosity • Click-throughs link to the Facebook post, not an optimized landing page.

“Stories about their friends liking Target”

Sponsored Story

Promoted Posts

Use When:• Marketing to existing fan base (often most powerful influencers)• Look to drive conversion among those who already have awareness of

the product or service

Key Notes• Only paid unit that markets in the news feed, where 90% of content consumed• Completely automated by Facebook – very minimal management• Estimated reach can be exceeded significantly by reaching friends of fans • CTR is high and CPC is very low, but reach is lowest of all ad units

PRECISE TARGETINGPart 2

Targeting: Broad

Broad Targeting

• Use when you want to cover an entire category or demographic • Use for mass appeal • Broad targeting = higher reach = lower CTR

Targeting: Precise

Precise Targeting• Choose individual Facebook pages or #keywords• #hashtags signal keyword association within the user profile

• #iPad = target anyone who is a fan of iPad related pages, has mentioned iPad in status updates, has interacted with content abut iPad

• Generally shoot for a minimum reach of 200K to gain traction• Narrow targeting = lower reach = higher CTR• Best option to reach the most relevant audience

CONVERSIONPart 3

Conversion

Generating clicks and exposure within Facebook is just the beginning. There is always a second action we are driving the user to take, whether it is becoming a fan, entering a contest, or subscribing to a newsletter. Careful consideration of where you are driving the user after the click is crucial in driving the results clients are looking for. Think through where the calls-to-action are, who you’re speaking to, and what you want them to take action on before launching any Facebook Advertising campaign.

Conversion Path: Example

Landing Page

AdGoal:

Drive Fan Growth

Conversion Path: Example

Ad

Landing Page

Goal: Drive Fan Growth