Sarah Smith, Manager Online Sales Operations at Facebook lead a workshop session to share case studies and steps on how to target an exact audience, create compelling ads, optimize for the greatest ROI and generate demand for your business on Facebook.
Despite the growth and ongoing buzz surrounding Facebook, the company remains focused on the Facebook mission: To give people the power to share and make the world more open and connected.
So what’s new at Facebook and how are they scaling to handle their growth?
- They recently consolidated their offices into one space in downtown Palo Alto, Ca
- They have launched and formed an account management team organized by verticals to work with large advertisers directly
- Results of early and recent Facebook advertising tactics demonstrate the value of the platform as a “demand generation tactic”
- The most successful advertisers use Facebook advertising to stimulate interest in a brand, products, and services
- It’s about engaging with your customers and finding them before they search via Google or other search engines
What marketers need to know about Facebook advertising:
- Facebook offers structured and unstructured targeted advertising opportunities
- Workplace targeting is the best way to target B2B customers
- New targeting additions include:
- Geo-radius targeting
- Birthday
- Keyword suggestions (based on content in a profile)
- Target multiple languages
- Inclusive or exclusive connections targeting, which allows an advertiser to re-target a specific audience based on their engagement behavior
Tips for delivering ROI from Facebook Advertising:
- Experiment with multiple ads
- Target relevant audiences
- Design and refresh compelling creative
- Create and optimize socially enabled landing pages – (Facebook connect)
- Use Facebook reporting
How to create a compelling Facebook ad:
- Use an image from the LP
- Have call to action
- Enter keywords into ad copy
- Become a fan inline (pay when click or become a fan)
- New ad unit for events (pay when rsvp click…only pay for yes and maybe)
- Best practices to increase Facebook ad click-thru rate (CTR) include:
- Keep ads short and simple
- Ask questions in ad text
- Avoid over capitalization of words and letters
- Write a strong call to action – “Act Now”
- Mention an offer or discount code
There are several Facebook advertising case studies available online via http://www.facebook.com/advertising/
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