Facebook Today — PubCon Vegas
Thanks for joining us again for PubCon Vegas 2011 coverage. We’ve got a great lineup for Facebook tactics in this session. It’s no surprise Facebook is changing every day, this session is going to help you keep up with the times.
Up first is Michael Verghios from Mindshare, and he is going to share a case study with us. He is going to focus on the paid advertising side of Facebook.
Before you pour your heart into a CPC campaign, think about the consumer journey. Do you have PPC and organic search already lined up? Do you have a Fan page and does it have the right content?
Where you should start:
- CPC first and drive to Web page? Microsite? Fan page destination?
- His research shows 74% of Facebook users expect to stay within the platform when clicking on an ad.
- Bid price: Facebook suggests a bid that is typically way above of what you might need. Bring those big prices down over time.
- Ad quality: There are ways for users to make the ads go away, and your quality of your ad will decline.
- Performace: Click-through rates.
- Use Facebook’s unique demographic targeting to reach only the users you want. You can target by age, sex, relationship status, sexual orientation, education, workplace, likes, interests, movies, television, etc., etc. Take advantage of these.
- Look closely at ad creatives throughout the project, see which are driving the most results. You need a strong testing process.
- Look at the targeting performance as well. Find out what the cost per click or cost per like is doing amongst those.
- Monitor performance closely: spends, likes, CTR, cost per click/like
This is the “do it tomorrow” stuff:
- At risk: The unregulated DM; the privacy settings are erratic. He doesn’t think this will exist forever. This can be a great way to reach out.
- At risk: Occupation targeting.
- At risk: Privacy busting targeting.
- At risk: Event
- At risk: Competitor’s targeting. Negative competitor sentiment.
- At risk: Long-tail SEO opps in Google search.