facebook as an advertising platform

FacebookThe best online advertising platform you’re not

using

Geoff McQueen, Managing Director, Internetrix

@geoffmcqueen www.facebook.com/geoffmcqueen

From shotgun to scalpel

You’re advertising wedding dresses

i98 reaches 40% of 18-39 year olds

Some of those are getting married?

Wish you could target just women?What about only targeting womenwho are already engaged?With Facebook, you can. I’ll show you how

Facebook Advertising - Reach

500 million people worldwide (Facebook)

8.64 million Australians (Facebook)

Almost 4 in 10 Australians (ABS)

Aussies are world’s most addicted

7hrs/user (Neilsen)

Facebook Advertising - Cost

Uses a ‘bid’ model; ad space is scarce

CPM or CPC, with daily caps

Highly targeted

Location (down to city)

Demographics (gender, age, education)

Interests

Facebook Advertising - Format

Title/Heading – 25 chars

Body text – 135 chars

Optional image (110x80px)

Users can ‘Like’ ads (social capital) or remove ads they don’t like

Facebook Advertising - Limitations

Targeting is great, but remember...

People aren’t there to see ads

Better for B2C than B2B

Most users have incomplete profile infoOnly 2140 UOW students on Facebook

Less 10% of those who are enrolled

Only 6540 people in Wollongong?Less than 10% of population who are likelyto be on Facebook

1) Create your destination

Internal to Facebook

Page, Application,

Event or Group

External Web Page

2) Click on ‘Promote’ or Create

3) Create your copy

4) Target your audience

5) Set your budget

CPC – for action & clicksCPM – for being seen by users

Bid for placementEstimated clicks don’t factor in copy quality

6) Monitor performance

Daily emails

Beta analytics product

Use off-site Analytics productGoogle AnalyticsClick-Fraud has been an issue

Final Thoughts

Marketing via Social Networks

Advertising is just one way of marketing

Interact with people socially too

Good Example: Deadmau5’s Facebook Page

OpenGraph and the global ‘Like’ button