new facebook advertising features
TRANSCRIPT
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New Facebook Features How Businesses Can Benefit
Dave Kuhl Ian Mackie
March 21st 2012
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Webinar Logistics
• Event is being recorded
• Email with link will be sent out later this week
• Ask questions throughout
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About Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all verticals and revenue models
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Branding with Photos
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Cover Photos
• Cover Photo
– 850 x 315 banner
• Can’t include
– Price or purchase info
– Contact info
– Calls to action
– References to features such as “Like” or “Share”
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Timeline Apps
1
1
2
2 6
4
3
5
1. Category Description 150 characters
2. Photos
3. Map
4. Custom app picture
5. Additional apps
6. Likes
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Likes
• Best practice – put likes down below – Allows additional
custom app above
– Takes attention away from being able to click through to likes
• New feature: “Likes” button will show statistics about users & performance – Great tool for
competitive analysis
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Apps
Up to 810 pixel apps Used to be 520
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Messaging
• Don’t have to be a fan to message
• Brands can’t initiate message, only visitors
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Featured Events
Highlighting
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Featured Events
Pinning posts – Stays at the top of your
timeline for 7 days
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Featured Events
Milestones – Tell your story!
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Facebook Ads
Are you confused yet?
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Facebook Ads
What’s New:
1. Right-hand side
2. News feed on wall
3. News feed on Mobile
4. Log-out ads
5. Offers
6. Power Editor
7. Landing Pages
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The results are in…
“Facebook Premium: ads everywhere, ads everywhere. Sorry, Zuck, an ad is not a story.” Another blogger quipped, “A marketer’s dream, a user’s nightmare.” Forbes.com "Bottom-line- this is gonna fail because
People don't want to recommend an ad," said Natalie L. Petouhoff, a former senior analyst at Forrester Research.
"For end users, receiving an ad that is irrelevant socially, contextually or locally could quickly dull them to the Facebook mobile experience, rendering the ads ineffective. Facebook and the rest of the social media ecosystem could face severe backlash if locally relevant ads are not core to their advertiser offering. “ readwriteweb.com
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Facebook Premium:
What’s actually “new”: • Mobile • Log-out ads • Right-hand side • Offers
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Facebook Premium
Who sees them? • Right-hand side
• anyone • News feed
• Powerful…but only fans & friends
• Mobile • Fans & friends • ~50% of users access via
mobile • Log-out ads
• Anyone • 37M users log out every
day
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Facebook Premium
Only a $25K per month minimum – down from $30K! • Content is the ad
• Based on posts & “stories”
• Ask for engagement
– Ask a question
– Post an event
– Post crazy photos
• Good for:
– Product launch
– movie premier
– big sales event
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Marketplace (self-serve)
The Basics:
• Structure: campaigns + Ads – no ad groups
• Segment – seasonality, goals, demographics, etc.
• ~ 3-5 ads per campaign
• Comparing ad performance? Two identical campaigns w/ different ad
• Body text 135 to 90 characters
• Images (110x80) – faceshots, contrast + color
Ad fatigue
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Ad Types
• Sponsored Stories – No major changes
– One of the most efficient ways to get “likes”
– Social Context
• Facebook Ads – Ad from a Page Post
• Increase awareness
• Promote specific post w/ offer
– New ad message
• Choose landing page
• Use list feature to find actual likes & interests
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What is new…
Power Editor (Boom!)
• Easily add, edit campaigns, ads, etc.
• Combine Broad Categories w/ Specific Interest/Topic targeting!
• “And” not “Or”
RSVP for Events
• Join
• Invite Friends
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Landing Pages
• In-Facebook
– Custom tabs/apps
• Timeline replaces Wall
• Ignore admin-only tabs
• All other targeting exists
– New App Page Dimensions
• Now 810 pixel wide
• Location of Like button
• Create a landing page experience
– TIP: Lower CPCs
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Landing Pages
• Outside Facebook
– Higher CPCs (seriously)
– Lose “social” context of ad
– Control user experience w/ dedicated landing page
…but there’s more…
USE Suggest an Ad!!!
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Final Thoughts
• Facebook Premium – big budgets, big reach
• Power Editor – ask your rep for access
• Landing pages – opportunity to lead user
• Sponsored Stories – acquire fans cheaply
• Ad from Page Post – increase engagement
• Suggest An Ad – include social context w/ external ads
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Q&A
Dave Kuhl
Senior Client Manager 206-973-5485
Ian Mackie Senior Client Manager
206-973-5481 [email protected]