This is the presentation that I gave on September 21, 2012 for the Arkansas Small Business Technology and Development Center at the University of Arkansas. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.

1. 9/21/2012

2. Collin Condray
 17 years experience in web
development/programming
 Retail data analysis for multi-
billion dollar companies (3M
and Tyson)
 Social media and digital
advertising marketing
 Agency experience with
Collective Bias and Saatchi X
 Local speaker at University of
Arkansas, JBU, & Webster
University
 Director of Technology/Co-
Owner Blue Zoo Creative

3. Overview
 How they work
 Strategy/Tactics
 Best practices
 Metrics

4. Introductions
 Who do you work for?
 What do you do?
 What is your experience
with digital advertising?
 What do you hope to get
out of today’s session?
4

5. Volunteer?

6. Some Ad Terms
 Impression
 Click

7. Some Ad Terms
 Click Through Rate (CTR)
 Cost Per 1000 Impressions
(CPM)
 Cost Per Click (CPC)

8. Keywords with the
highest costs per click
Source: SpyFu.com

9. Ad Term Importance
 Click Through Rate (CTR)
 Measure of how much
interactivity there is with the
ad
 Good for driving traffic
 Pay Per Click (PPC) =
 Cost Per Click (CPC)

10. Ad Term Importance
 Cost Per 1000 Impressions (CPM)
 Pay Per Impression (PPI)
 Good for spreading the word and raising
awareness

11. Other Terms
 Equivalent CPM (eCPM)
 Useful for comparing
eCPM =
performance between (Total Earnings / Impressions )
campaigns x 1000
 Comparison items have
different pricing

12. Ads increase likelihood of online
actions

13. Ads increase likelihood of online
actions

14. Online Ads - Strategy
 Are you trying to:
 Drive sales of a product?
 Generate leads for a
service?
 Send traffic to your site
to monetize through ad
clicks?
 Increase awareness and
buzz around your brand?

15. Online Ads - ROI
 Sales, leads, and traffic are
easier to tie back into profit
 Some integrated tools to
help estimate ROI
 Buzz is more nebulous but
still important

16. Online Ads - Tactical
 Increase brand awareness -
General ad
 Advertise a specific product -
Link directly to the page to
buy this product
 Promote a special event-
Facebook or Eventbrite event

17. Online Ads - Tactical
 Target a specific audience-
send a different message to
this segment vs. your total
customer base
 Support current initiative-
Create a special landing
page with a this months
special or coupon

18. Online Ads - Tactical
 Advertise a seasonal product
like air conditioning,
heating, sport seasons, or
holidays.
 Promote your blog or
Facebook fan page to gain
new followers.

19. Not All Industries Are Equal

21. Facebook Ads
 Ads showing up in the
side bar of almost all
pages on Facebook

22. Facebook Ads - Pros
 1 billion users
 Inexpensive
 Targeted based on profile
users provide
 Working to make ads visible
on mobile

23. Facebook Ads - Cons
 Only shows up on Facebook
 Low CTR

24. Facebook Ad Anatomy
 Title/Link
 Image
 Body
 Like

25. Facebook Ads - Title
 Title
 25 characters
 Defaults to Page title
 Can choose whatever you like
 Descriptive of promotional text is
better than just your business
names
 Link
 Website specifically designed for
Facebook visitors.
 Directly beneath the Destination
URL is a link to “advertise
something I have on Facebook”

26. Facebook Ads – Design Ads
 Body Text
 90 characters
 Short advertisement
 More characters than Google
AdWords
 Shorter text can prove more
effective.

27. Facebook Ads – Design Ads
 Image
 100 px wide by 72 px high
 One of the largest impacts
on the ad
 Need something to stand
out
 Logo not necessarily a good
choice

28. Facebook Ads – Design Ads
 Try to include using people,
something creative, or
images that just “pop” when
your eye crosses over them.
 Picture is small. Try
iStockPhoto.com for quality
photos if you don’t have your
own.

29. Facebook Ads –Target Audience
 Location
 Demographic
 Connections–
Friends/Non-Friends of
fan page
 Likes

30. Facebook Ads – Campaigns, Pricing
and Scheduling
 Campaign name
 Daily budget
 Schedule and length

31. Best Practices
 Get to the point
 Know when to fold ‘em.
Know when to change
‘em.
 Use a cute animal as your
image

32. Facebook Ads - Testing
 A/B Testing
 Title
 Image
 Body

33. Facebook Ads - Analyze
 Facebook Insights
summarize results
 Impressions
 Clicks
 CTR
 PPC
 Total spent
 Demographics

34. Extreme Targeting
 Create a Facebook Ad targeting those:
 Who live in the United States
 Who live within 25 miles of Austin, TX
 Who are between the ages of 25 and 55
 Who like advertising, advertising manager,
branding, ceo, community building, corporate
recruiter, director marketing, director sales
marketing, founder ceo, human resources,
marketing coordinator, marketing director,
marketing executive, vice president marketing, etc.
 Who graduated from college
 Cost: less than $5 day. Only need to run it for a
few days

35. Success
 How did the results tie
back into your strategy
 Did web traffic increase?
 Sales increase?
 Did visitors to take a
specific action such as
signing up to your
newsletter, attending an
event, or becoming
fans/followers?

36. Facebook Ads Walkthrough
 http://facebook.com/ads

38. Google AdWords - Search
 Show up in search results
 Sponsored links on top
 Up to 5 ads in the side bar

39. Google AdWords – Content
Network
 Code provided by Google
inserted into websites
 Google shares the revenue
with the site owner
 Ads displayed are in
context with the content
of the site

40. Google AdWords - Other
 Image ads
 Rich Media
 YouTube video ads
 Phone/Tablet specific

41. Google AdWords - Pros
 Pros
 Higher CTR than Facebook
 Shows up anywhere on the
web where people have
added AdWords
 Targeted to keywords.
Contextual to the sites it
shows up on.
 Can display on YouTube
 Keyword based

42. Google AdWords - Cons
 Targeting is fuzzier
 Higher complexity to set up

43. Google AdWords
 Get a Google account
 Also gets you access to lots of
other services (Gmail, Docs,
Web Analytics etc.)

44. Keyword Based
 Simple
 Keyword1
 Broad based
 Keyword1 and Keyword2
 Negative keywords
 Keyword1 but not Keyword2

45. Keyword Lists
 List keywords for each
campaign
 Divide them into ad groups

46. Getting Organized
 Account
 Campaign
 Ad Group

47. Google AdWords Anatomy
 Headline (25 characters)
 Description 1 and 2 (35
characters)
 Display URL (35 characters)
 Destination URL (hidden)

48. Facebook vs. Google Ads

49. Other Targeting Factors
 Language
 Demographics

50. Ad Extensions
 Location
 Product
 Sitelinks
 Call a phone number

51. Ad Writing Tips
 Include prices, special offers,
and unique selling points
 Use a strong call to action
(Buy, Purchase, Call today,
Order, Browse, Sign up, Get a
quote)
 Go to the most relevant page
on your site.

52. Keyword Do’s and Don’ts

53. Google AdWords - Testing
 A/B Testing
 Title
 Body

54. Targeting Ads
 Think like your customers
 Use the Google Keyword tools
for related keywords
 Include keywords in ad text
 Use negative keywords
 Check your site’s web analytics

55. Review Performance
 Review performance after a
reasonable amount of time.
 After your ads have been
running on these websites for a
period of time you will be able
to use these metrics to see
which are the best performing
sites for you.
 Check network performance
and focus on most efficient

56. Review Performance
 On the content network the most
important statistic to look at is the
clickthrough rate (CTR).
 CTR on the content network will
typically be lower than for search.
 You can then look at the
possibility of individually
managing your cost-per-click
(CPC) for the top sites and focus
more budget on them.

57. Review Performance
 Check notification and
account alerts on the home
page
 Go to the “Campaigns” tab
and set the time range
 Review your keyword
performance.

58. Review Performance
 Review your ads
performance
 Refine your keywords and
ads
 Finally, test new keywords
and ads for your campaigns

59. Success
 How did the results tie
back into your strategy
 Did web traffic increase?
 Sales increase?
 Did visitors to take a
specific action such as
signing up to your
newsletter or becoming
fans/followers?

60. Google AdWords Specific Metrics
 Average Position out of 11 ads
 First Page Bids-Are you
spending enough to get your
ads on the front page
 Quality Score-Google rewards
relevant, quality advertising
with a higher position on the
search page and lower costs, so
making sure your ads are high
quality is really important.

61. Extras
 Google Analytics
 Conversion Tracking

62. Google AdWords Walkthrough
 https://adwords.google.com

64. BlueZooCreative.com
collin@bluezoocreative.com
Twitter.com/ccondray
9/21/2012