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November 9, 2011

Facebook Today — PubCon Vegas

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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.

Mike Verghios PubCon Vegas 2011

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.
Facebook premium vs. marketplace ads: premium is great exposure but more expensive. The marketplace ads are option-based models and you can get very precise with where they are served. We will look at marketplace ads in more detail now.
Ads are based on affiliations and other demographics of a user’s info. When you drive people to the Facebook page, there are some limitations, the title of the ad has to be the name of the Facebook page. But, it becomes a registration of sorts, where you get permission to market to these people over and over again.
Facebook auction factors:
  • 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.
Targeting and demographics:
  • 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.
Case study:
Company: Wishbone salad dressing.
Deets: Ads run over 20 days, objective to increase fan base, strategy targets women in between 25 and 54
Results: 46,000 new likes
They used 12 different ad variations, two targeting groups split into three age ranges. Total was 72 ads.
  • 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
Next up is Marty Weintraub from aimClear. He starts off by singing Kumbayaa. He tells us not to take notes (Marty is a very energetic speaker; do I dare try blogging this?), but he is posting the deck today only at Facebook.com/aimclear.
He starts:

data

He’s talking about all the great things Facebook has given you over the years that they no longer offer. Things change all the time. At least five things have changed in the past three months. He believes more is about to go away.

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 spam¬†outreach.
  • At risk: Competitor’s targeting. Negative competitor sentiment.
  • At risk: Long-tail SEO opps in Google search.
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