Advanced Facebook Ads

(for everyone)

Turn your “Like” into LOVE for Facebook

Ads!

TRADA PRESENTS

#AdvancedFacebook

trada.comtrada.com#AdvancedFacebook

Anna Sawyer, Marketing Manager@annafsawyer

trada.com

Chad Hacker,Director of Optimizer Enablement

@trada

Facebook Adsdon’t work?

Remember that Facebook Ads are

not like PPC.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Consider the value of a like, a click, a

conversion and a download.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

For Facebook success, follow these 5 steps.

1step

According to SocialCode, fans are up to 547% more likely to engage with a brand than

nonfans.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

If you’re a B-to-B company, think of a Like like a lead... but one who is much more engaged and receptive to your content/offers.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Also, according to TBG Digital, Facebook offered

advertisers a discount of as much as 45% on cost-

per-click rates if they directed users to other Facebook

destinations rather than to external websites during the fourth quarter of 2011.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

For an exhaustive explanation of each type of “action” you can drive

using Facebook Ads, check out last month’s Facebook webinar at

trada.com/resources.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Target intuitively.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

2step

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Get your ads in front of as many of the right people as possible.

Demo and Geo Targeting

Workplace & Education Targeting

Likes and Interest

Targeting

Leverage Targeting Options:

Targeting Overview Segment & Hypertarget

Target by: Favorite TV Shows, Movies, Books, Music, Hobbies, Religion, Political Views

Target by: Country, State, Province City or Zip Code Targeting

Target by: Workplace, Education, Preferred Language

Target by: Gender, Age, Birthday, Relationship Status, Language

800 Million Users

Small number of targeted users

This ad targets obvious choices like

Las Vegas hotels.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

This ad targets people who like DJs and

promotes an event.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Here’s an example of intuitive targeting!

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Each of Hyde Bellagio’s campaigns has a

separate start and end time and a separate

budget.

Create attention-grabbing ads.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

3step

Is this a good ad?

We love the landing page for this ad.

Constantly create and test ads.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

4step

As impressions rise, CTR will lower. Combat this by

replacing ads on a regular basis.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Set aside a small percent of your

budget for creative testing.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Have ads prepared and switch them out as soon as

you see a drop in CTR.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Set up separate tests for your variables: the

image, copy and targeting.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Have a plan to capitalize on your new

fans, customers or leads.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

5step

Driving traffic to a squeeze page - rather than to your wall - allows you to

collect a ‘Like’ - basically an engaged

person you can market to.

The following page has a lead form.

Because why not? They’re already here and maybe they’re

interested!

You can see the Trada squeeze page in action - and download our FREE Paid

Search Primer - atfacebook.com/tradamarketplace.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

Burt’s Bees is prepared to offer

a coupon in exchange for a

‘Like’.

This action will be posted to the

user’s wall.

Finally, Burt’s gives the user

another way to share their love of the brand.

What about a Facebook store?

Tory Burch drives ad traffic directly to a store in

Facebook.

Chad Hacker: @trada Anna Sawyer: @annafsawyer

The final word on Facebook?

Calculate the value of your actions.

Target intuitively.

Write great ads.

Keep writing them. (And testing.)

Have a plan.

Anna Sawyer: @annafsawyer trada.com

[BLOG POST]Webinars are a

Legitimate Lead-

Generation Channel: 10

Strategies to Monetize Your

Webinars

http://www.trada.com/blog

trada.com

Here’s where we take two minutes to show you how

Trada can help you run Facebook advertising...

... and it doesn’t cost any more than if you were to do it

yourself.

Trada has a community of Facebook ads experts and ad creatives (designers) who do

the work for you.

Multiple experts work on your campaign at

the same time.

You get:

Intuitive hypertargeting

Constant optimization

Free ad creative

trada.com

There are no fees to use the Trada-for-Facebook

Marketplace and have access to our certified experts.

You can get started right away!

KP Elements: Trada for Facebook Case Study

KP Elements: Trada for Facebook Case Study

CAMPAIGN STATS:

Unique Ads: 390

Click-Through-Rate: 142% increase

Cost-Per-Click: $0.31 (45% improvement)

“I was spending at least 10 hours a week on Facebook, and it was a nightmare. I ended up paying a

ton of money on clicks that weren’t converting. I decided to abandon it because I figured I

couldn’t crack the code. Trada’s solution solved the problem

almost overnight.”

– Bill D’Alessandro, FounderKP Elements

KP Elements: Trada for Facebook Case Study

For more information or to schedule a Trada demo, email sfox@trada.com

trada.com

@annafsawyerTime for questions!@trada

InternetAds Update

Love Trada’s content? Anna and Matt release a weekly-ish fast-paced podcast with practical tips for

understanding and capitalizing on current trends in online advertising. Search for Trada in the iTunes

store and subscribe! It’s free!

For more information or to schedule a Trada demo, email sfox@trada.com

trada.com

@annafsawyerTime for questions!@trada