Facebook Advertising: The Why and How

Agenda:

How to leverage Facebook ads to achieve your business goals

Measure, report & learn from datathat matters

Case study: Facebook pays off for small business

Sound Familiar?

Users aged 25-34

‘Likes’ every day

4.5 Billion

29.7%New profiles every minute

People logged in daily

890 million

300

Facebook Dominates Social Universe

$$ Doubled YoY(November 2014)

ROI

Facebook Ads: By The Numbers

accuracy on targeting efforts 94%

Facebook has

Hours spent on Facebook each month

6:35

Facebook visits coming from mobile

8.25%

Where do small businesses fit in?

Social Media Influences Purchase Decisions

Social drives roughly equal amounts of online and in-store sales.

Source: Vision Critical 2013 and IBM Survey 2014

of social media users have purchased a product after sharing or liking on Facebook, Pinterest or Twitter43%

Facebook is more than just a “like” machine

How to leverageFacebook ads to achieveyour business goals

1: Optimize Your Business Page

Logo (180x180 pixels)

Cover Image

Company-centric (851x315 pixels)

About Section

Be descriptive. Excite people. Compel them to visit your

website, call or walk inside.

Profile Picture

• Add fun to the experience with quizzes, contests, photos and videos

• Invite your audience to share their personal stories

• Curate outside content and news

• Monitor trending posts and hashtags

• Stay true to your brand identity, products you sell, stories you tell and experiences you build every day

Mix Up Content To Keep It Fresh & Fun

of Facebook “shares”Happen on Saturday40%

To Do List:

Never stop optimizing

Stay brand focused with Profile picture and Cover image

Be descriptive in About section to compel offline actions

Experiment with different types of content

Respond directly and in a timely manner

Identify goals you want to achieve• More website traffic?• More phone calls?• More leads?• More in-store sales?• More positive reviews?• More direct dialogue with Facebook users?

Think strategically, not tactically

It’s not just about deploying ads, but about targeting them to the right people at the right times and places

2: Define Your Goals

To Do List:

Set specific goals

Always be customer-centric

Start slowly but surely, then expand

Analyze data for historical patterns

Be realistic with expectations

Build a trust-based rapport with your marketing provider

Don’t let intentions – or lack of intentions – hold you back.

• Target the right audience –moms, families

• Stay true to Facebook users social tendencies

• People are more likely to click if an incentive offers at least30% off

3: Make Ads Worthwhile and Relevant Enough To Act

To Do List:

Identify all of your audience segmentsCreate a compelling Offer for desired audience

Test multiple variations for optimal ROI

Establish system for tracking results

Train staff to review, measure and report on data regularly

4: Make Every Visual Count

Title

Description

Image

Expiration Date

Claim Limit

To Do List:

Make call-to-action in Title section fit into 25 character limit

Describe offers well enough in just 90 characters

Pick the right image (1200 x 628 pixels) and use less than 20% text

Set expiration date

Claim limit set

Limit terms and conditions copy to 900 characters

Gender

Languages

Location

Age

Interests

Behaviors

Connections

5: Target The Right Audience

To Do List:

Tailor your offer based on users’ location

Reach your target demographic (age)

Think about gender

Use the appropriate language

Personalize to users’ interests

Take into account past online behaviors

Look at your connections – fans vs. non-fans

6: Set Your Budget Accordingly

Budget

Schedule

Optimize For

Pricing

To Do List:

Set your budget, by day or lifetime

Schedule start and end dates

Optimize for the right objective

Confirm pricing

Focus on compelling users to act, rather than spraying-and-praying

7:Test & Learn To Drive Optimal ROI

Try our new chocolate ice cream and get 50% off your entire offer.

Ice Cream Store

Try our new chocolate ice cream and get 50% off your entire offer.

Ice Cream Store

A B

To Do List:

Increase or decrease your budget

** For accurate testing only change up one variable at a time **

Adjust your bidding type

Refine your audience

Narrow or expand your location

Change up your visual

Measure, Report & Learn From Data That Matters

Metrics: Measure What Matters

• Track conversions (contest signups, ecommerce, etc.)

• Measure for online and offline success

Case study: Facebook pays off for small business

Challenge: Boost post-holiday sales

Strategy: Target and incentivize Facebook users to redeem promotional offer and buy in-store

Outcome: • 257 Offers Claimed• 60 In-Store Redemptions• $5,500 Net Store Sales• 1,100% Increased ROI

Personalized Ads Amplify Seasonal Sales

Thank You!