Drive More Revenue with Facebook Advertising

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1 Drive Mre Revenue with Facebk Advertising 1

2 Hw T Create Tp-Perfrming Facebk Ads What began as a scial netwrk fr Harvard students in 2004 and sn spread t cllege campuses acrss the cuntry is nw the biggest scial netwrking site in the wrld. Yes, if yu haven t guessed it already, we re talking abut Facebk. On average, Facebk lgs apprximately millin unique glbal visitrs a mnth. Even mre significant, Nielsen s data reveals that U.S. users spend an average f seven hurs and 46 minutes n the site each mnth mre than any ther Web prperty. Accrding t emarketer, ad revenue is prjected t hit $5.16 billin by the end f 2012, up nearly $2 billin frm Mre supprting evidence f plans fr future grwth in Facebk Advertising: 92% f marketers are using Facebk; 72% plan n increasing their investment (Search Engine Watch). What des all this mean fr yur cmpany? With the advent f Facebk ads, brands have a prime utlet t reach their audiences in a highly targeted fashin. As we will shw, Facebk ads present a unique pprtunity t market yur brand and generate mre awareness, engagement, leads and sales fr yur rganizatin. 2

3 The Basics f Facebk Ads In a nutshell, Facebk ads are a platfrm by which businesses, brands and individuals can prmte a prduct, service, event, business page and much mre acrss the scial netwrk. Ads appear in the right-hand clumn in a variety f lcatins, such as a user s hme page r even persnal timeline. Ads appear based n the targeting filters selected when creating the campaign (mre n this later). T understand all that Facebk ads have t ffer, let s first lk at the different types. Knwing the variety f ad styles can help yu define yur campaign s gals. Basic Ad Types Standard Ad: While it is generally recmmended t use Facebk ads t prmte yur brand within the scial netwrk, there are times when using an external URL, such as a link t a frm n yur cmpany website, is beneficial. This ad frmat enables yu t insert an external website address int yur ad, meaning that users will be directed away frm Facebk and nt yur site. Like Ad: A like ad drives traffic directly t a specific Facebk page. The headline is set as the default name f the page within Facebk t which yu are sending traffic. This type f ad will wrk best if yu are trying t increase yur fan base. Users can like directly n the ad r at the page yu send them t. Event Ad: This kind f ad drives traffic t a Facebk event. Fr example, a university hsting an pen huse fr prspective students can have them RSVP n the event page r directly in the ad itself. Featured Stries: Overall, featured stries are great ways t increase engagement with yur brand s business page. Featured stries emply a frm f scial advertising, shwcasing an actin a user has taken related t yur page. Fr instance, let s say Jhn De likes yur business page. A spnsred stry culd then appear t Jhn De s friends (assuming they are in yur pre-defined target audience), letting them knw that he liked yur page. This type f scial influence can encurage them t like yur page as well. Featured stries include the fllwing categries: Page Like Featured Stry Page Pst Like Featured Stry 3

4 App Used / Game Played Featured Stry App Shared Featured Stry Check-In Featured Stry Dmain Featured Stry Nw that yu have a sense f the many different frmats available, let s examine sme details. The fllwing are five helpful tips yu shuld emply when develping yur Facebk ad campaigns. Tips fr Creating Facebk Campaigns that Deliver Results 1. Use Facebk s Interest Targeting Filters One f the greatest advantages f using Facebk ads is that yu can create highly targeted campaigns geared twards peple s interests. In Facebk s advertising parlance, interests refer t keywrds fund in a user s prfile r ther pages they have liked. An interest culd be as general as sprts r specific as NCAA basketball. Marketers shuld think abut their target audiences and create a list f keywrd interests. As yu re building yur campaign and selecting yur target interests, Facebk will display a bx t the right that tells yu the estimated reach f yur campaign. Pay attentin t this number, as yu will ideally want t target at least 10,000 peple. If yur reach falls belw this number, cnsider adding mre interests r try brad categries. In general, yu want t be specific yet nt limit yur visibility with the ptential custmers wh may have less infrmatin in their prfiles. 2. Emply Scial Advertising in Yur Campaign Anther imprtant feature f Facebk ads is scial endrsement. When creating yur campaign, yu can chse t target yur ad at friends f existing fans. Be sure t d this. Seeing that ne f their friends already likes yur brand r checked in at yur lcatin will act as a recmmendatin n yur behalf and further encurage them t engage with yu as well. 3. Use Ads T Drive Mre Facebk Engagement Fr many brands, a Facebk page is an extensin f the cmpany website. As such, it is imprtant t build relatinships with users n Facebk. Instead f creating Facebk ads strictly t drive sales, cnsider using them t increase engagement. Design a campaign that increases yur page s fan base. Once peple have cmmitted t liking yur brand, yu can then implement creative ways t turn them int custmers. If yu re lking t dramatically drive mre likes, targeting traffic t yur fan page will have the greatest immediate impact. 4

5 4. Develp Multiple Versins f Yur Ads Like with any ad campaign, yu ll want t test multiple versins. Try using different ad types and seeing what gets the best results. Test a spnsred stry against a new ad message. While bth may be aimed at increasing likes f yur page, ne may perfrm better than the ther. In additin, try mixing-and-matching yur ad cpy with different images. 5. Mnitr Results & Rtate Ads Facebk prvides a great dashbard t mnitr results. Tw data pints yu ll want t watch clsely are the campaign s CTR (click-thrugh-rate) and yur cnnectins. Generally, a CTR f percent is a gd benchmark. If yur CTR drps belw this, it may be time t rtate that ad ut. Yu ll als want t lk at the number f cnnectins yur ads have prduced. Cnnectins are cunted when smene likes yur page frm yur ad. Yu may find that a certain ad has a high CTR, but is nt delivering many cnnectins. If this is the case, cnsider adjusting yur ad. If generating sales r leads is yur main gal, track gals in yur site s analytics platfrm t make sure yu are getting cnversins. In this situatin, cnnectins are nt nearly as imprtant: It s what users d n yur website r landing page that matters. 6. Segment Campaigns by Specific Demgraphics After running campaigns fr a cuple weeks, run a respnder demgraphics reprt and lk at the different demgraphics that have the highest click-thru rates. Then, cnsider creating new campaigns targeting just thse demgraphics and write cpy specific t thse audiences: As Facebk cntinues t dminate the wrld f scial netwrking, Facebk ads present a significant pprtunity t reach yur target audience and generate engagement. If yu re lking fr ways t drive interactin with yur scial netwrk, cnsider advertising n Facebk. As yu get started, feel free t drp Fathm a nte if yu have any questins. As experienced search-engine marketing and display advertising prfessinals, we are prepared t help yu meet yur Facebk marketing gals. Surces: Fathm Research & Strategy, emarketer, Facebk, Twitter, Linkedin, ThinkGgle, Frrester, Mashable, SearchEngineLand,Hvers 5

6 Abut Fathm Fathm begins with the end in mind achieving its clients financial bjectives. As a full-service digital agency, it helps clients surpass business and financial gals in an ever-cnnected digital wrld. Ranked ne f the tp interactive search firms in the natin, Fathm delivers effective and high-return strategies that drive revenue at every digital tuchpint. Its prven expertise makes it an easy chice fr mid-cap and large enterprises alike by ffering simple and accuntable slutins t a cmplex wrld. The cmpany has ffices in Cleveland, Clumbus, Detrit and San Dieg. Abut the Authr: Brandn Brnancin As directr f business develpment, Brandn is leading digital marketing & sales effrts acrss Fathm s Frtune 500 accunts in the technlgy, retail, manufacturing, finance, healthcare and educatin industries. Brandn has wrked with sme f the wrld s mst respected brands such as Adbe, Autdesk, Express, Frest Labratries, Ggle, Grange Insurance, Hewlett-Packard, Intel, Intuit, Jim Beam Burbn, KeyBank, Khler, Micrsft, Micrstrategy, PartyPker, Rbert Bsch, Sherwin-Williams, Sanfi-Aventis, Speck Prducts, TmTm, Victria s Secret Pink, Vitamin Water & Xbx amng thers. His digital expertise spans acrss experience design, scial marketing, digital cmmerce, mbile strategy, and search marketing. In additin t his full-time rle at Fathm, he enjys spending time develping new sftware and technlgy prttypes that capitalize n emerging trends in digital. Abut the Authr: Je Castr As directr f nline advertising at Fathm, Je is cnstantly wrking n high-level strategy with accunt executives and nline advertising specialists at Fathm. He als is cntinuing t research and ensure Fathm s nline advertising department is finding new pprtunities t deliver results that matter fr ur clients. Je has wrked at Fathm since January He has helped run successful nline advertising campaigns fr several clients frm many different industries fcusing n: educatin, healthcare, technlgy, and travel. Hurs: 8:00 5:00 ET, M-F Tel: Simple. Accuntable. Results that matter. 6

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