Breakout LunchFacebook Advertising

Speaker:Jessica Frank

Social Ad Strategist@Jlynnefrank

Why Facebook Advertising?

Social advertising by the numbers

U.S. social advertising revenues are expected to grow from $4.7 billion in 2012 to $11 billion in 2017.

65% of marketers cited an increased social media ad budget in 2013.

Facebook advertising by the numbers

• With an average conversion rate of 4.4%, Facebook ad performance is on par with the best performing digital channels

• The average click-through-rate for Facebook Ads has jumped 275% since 2012 (+375% for retailers).

• ROI on Facebook Ads increased 152% between 2012 and 2013.

• 74% of all marketers say Facebook is important to their lead generation strategies, with 52% having found a customer via Facebook in 2013.

Facebook Targeting is Changing the Game

94% of publishers on Facebook reached people more efficiently through Facebook targeting.

Facebook has built the largest, most highly-engaged audience on earth, with a significant percentage of the world’s population logging on daily.

With Facebook targeting, businesses can pinpoint specific audiences, in specific regions, who have attended specific schools, who work at specific companies, and who have specific interests.

Benefits of Social Advertising

• Increases visibility and reach of content• On average, paid media on Facebook increases organic and

viral impressions by 200%

• Increases engagement and sharing

• Drives targeted awareness

• Drives targeted followers/fans

• Highly customizable

• Real time

• Social ads provide one of the few paid ways to connect with the ever growing mobile user.

Overview of Facebook Advertising

Facebook Advertising

The first step is to decide what your ad objectives are:

- Engagement Ads: Connect with your audience by promoting content to drive likes, shares, comments, and connections.

- Like Ads: Build your audience by growing your Facebook Fan Page with relevant and highly targeted new fans.

- Offsite Ads: Drive targeted people on Facebook offsite to a specific landing page or website.

Facebook Advertising Specs

Sidebar:Page Like AdCustom Audience Lookalike AudienceWebsite AdsWebsite Conversion Ads Event Response

Newsfeed:Page Like AdsCustom AudienceLookalike AudiencePromoted PostsDark PostsApp Engagement Event Response

Mobile:Page Like AdsCustom AudienceLookalike AudienceDark PostsMobile App Ads

Facebook Advertising (Engagement): Basic Promotes Posts: Promotion of specific Facebook posts to help increase reach with fans and their friend’s in the newsfeed.

Dark Posts: Promotion of unpublished Facebook posts to new fans’ news feeds. These posts look like a Facebook page post, but do not show up on a page’s Timeline.

Facebook Advertising (Engagement): Specific

App Engagement Ads: Drives people towards a Facebook app or landing tab to encourage interaction.

Event Response Ads: Encourages people to RSVP to your event, tracks conversions via event signups.

Facebook Advertising (Like): Page Like Ads: Increase page likes to grow your audience and build your brand with highly targeted fans.

Custom Audience Ads: Targeted ads let brands find offline audiences among people who are on Facebook. Using email addresses, phone numbers, Facebook.

Lookalike Audience Ads: Use an existing email list to reach new people who are likely to be interested in your business because they are similar to the custom list.

Facebook Advertising (Offsite):

Click to Website Ads: Encourage people to visit your website.

Website Conversion Ads: Promote specific actions for people to take on your website, such as a checkout. You'll need a conversion pixel for your website before you can create this ad.

Facebook Advertising Resources:

• Introduction to Facebook Advertising: http://info.nanigans.com/introduction-to-facebook-advertising

• How It Works: https://www.facebook.com/advertising/how-it-works• Change.org Petition for nonprofit ad dollars: http://www.change.org/

facebookadgrants • Facebook Donate Button:

http://newsroom.fb.com/News/773/Donate-to-Nonprofits-Through-Facebook• Facebook Advertising Glossary: https://www.facebook.com/help/

447834205249495• Users Guide to Creating Ads:

https://www.facebook.com/help/633662000000451/• Things to consider setting up a campaign:

http://socialmediatoday.com/jennifer-macdonald/1438616/7-things-you-need-consider-using-facebook-ads

• Creating an Ad Audience Guide: https://www.facebook.com/help/www/453530464730606?rdrhc

• Conversion Pixel: https://www.facebook.com/help/www/553858824641387?sr=1&sid=0bdolLCU7ks54GM70

GY&K Antler