7 reasons why your business should advertise on facebook

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Why Facebook?

• 900 million users• Facebook = the future of advertising

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demographics + psychographics

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7:46

That’s 15.5 minutes the average American spends on Facebookevery single day…

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7 Reasons to Advertiseon Facebook

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1. Reach• 51 percent of Internet users• Huge number of every group• Engage them in a variety of ways

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2. Precision targeting• Location (ZIPs, area code, etc.)• Age and birthday• Education (e.g. Michigan State class of ’05)• Connections• Demographics• Interests• Relationship status

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3. Cost control

• Advertisers (you) control how much you spend for each campaign

• Budgets can be very low• Better targeting = less wasted spend

4. Cost efficiency

• Precision = efficiency• FB’s measurability means you can keep driving down your cost per click• Dollar for dollar, there’s no better way to get

the word out with relevancy

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5. Simplicity

• Great UI makes setup a breeze• Much easier than Google AdWords• No PPC experience required

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6. Interests targeting

• Ads are much more likely to perform better when you target smaller, specific groups of people!

• Display ads to the people who are most likely to be interested in your product or service

• Customize your ad so it’s more appealing to the audience you’re trying to reach

7. A/B testing

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8. Friends-of-fans targeting

• 68% of FB users say a friend’s referral would increase their chances of purchasing

• Advertise to the friends of your fans• People viewing your ad will see that

someone they know is already a fan of your brand …

• SOCIAL PROOF IS POWERFUL STUFF!

Best Practices

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Create an awesome page!

• Make it visually appealing• Include freebies and offers if appropriate• Be ready to engage• More engaged fans means you can more

fully leverage FB’s advertising capabilities

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Do your research

• Take advantage of targeting!• Use Alexa or Quantcast for insights• Find out who your general demographic is

(even if you think you already know)• What other websites do they frequent?• Search on YouTube for your keywords

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Example

• Women• Professional• Ages 30–35• Live in Bay Area• Drive a Toyota• Like Oprah

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Tell them what to do

Include a clear action you want your audience to take in the body text of your ad

– “Learn more”– “Join us”– “Click here”– “Enter your email address”– “Buy now”

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Appeal to self-interest

Highlight any benefits, sales or similar specials that your business is offering

Use eye-catching imagery

Always:– Uncluttered– Evocative– NOT STOCK– Relevant

Consider:– Close-ups– White background– Branded

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Use time prompts

Create a sense of urgency to encourage immediate action:

– “Today” – “Act now”– “Offer ends…”

Pique their curiosityAsking questions higher CTR

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Test multiple offers

• Coupon• “Like” your page• Event invitation

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Use sentence fragments

• Keep sentences short + choppy• Fragments add urgency, quicken pace of

reading, aid comprehension• “Great gifts. Half price. Great Deal. Buy

now!”

Use smart bidding strategies

• Start with CPM – Facebook gets paid!• Start within the bid estimate they

recommend• Start with a budget of at least $50/day

to make sure you don’t get lost

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Land in the right spot

• Message match!• Conversion focus• Ideally drive to a Facebook page

Track your results

• Keep your eye on your analytics!!!• Look for decent click through rate

(≥ 0.02%)• Lower than 0.02% CTR after 1000

impressions? Pause your ad and start over• Run up to 10 ads at a time, pick a winner and

pause the rest – ALWAYS SPLIT TEST!www.losangeleswebstrategies.com

Show restraint

• Facebook doesn’t want you to stick out like a sore thumb

• People aren’t necessarily in a buying mind-set…be gentle with them

• Focus on the longer term “conversation”

Don’t give up too easily

• Does your ad stink? (Be honest)• Does your image stink?• Have you split tested?• Facebook advertising has worked for almost

every industry at this point – it’s about having the right strategy

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Frequently Asked Questions

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Why not Adwords?

• Not an either/or situation!• Advantage Facebook: brand building or for

products that a specific demographic always wants

• Advantage Google: you have a product that people need when they need it

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Which markets are succeeding?

Source: TBG Digital

1. Food and drink

2. Beauty and fitness

3. Retail

4. Home and garden

5. Non-profit orgs

6. Travel

7. Computers and electronics

8. Internet and telecom

9. Games

10. Entertainment

11. Automotive

12. Directories

13. Job and education

Click-through rate leaders by industry:

Overwhelmed? We can help.

Questions?

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We’d love to help.

• Just get in touch!

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(213) 607-9100