Instant E-Training provides online marketing training through live workshops and an online video library, featuring experts in social media, SEO, Facebook, and more. They teach strategies for Facebook advertising, including how to target fans through demographics and interests, optimize ads based on metrics like CTR and CPC, and develop fan acquisition campaigns. The training is recognized by SEMPO and aims to teach lifelong marketing skills through leading industry experts.

1. Facebook Marketing & Ads
Optimization Strategies
Brian Carter
@BrianCarter
@IETraining www.instantetraining.com

2. About Instant E-Training
"Give a man a fish to eat and you feed him for a day. Teach a man how to fish and
you feed him for lifetime.” - Lao Tzu, 6th Century Chinese Philospher
Founded in late 2010, Instant E-Training has created an online learning environment
with the goal of imparting top notch marketing training by bringing leading industry
experts together in an interactive & collaborative online environment.
Speakers include Social Media’s best & brightest…
Erik Qualman Dan Zarrella Brian Carter Dave Kerpen Hollis Thomases
Clara Shih Lee Odden
@IETraining www.instantetraining.com

3. Online Training Video Library
Videos on Social Media, SEO,
Facebook, LinkedIn, Content
Marketing and more.
Strategy Videos
http://www.instantetraining.com/
pricing-plans
How-to Videos
@IETraining www.instantetraining.com

4. Live Online Training Workshops
@IETraining www.instantetraining.com

5. Training Courses Recognized by SEMPO
SEMPO (Search Engine Marketing Professional Organization) is a global non-profit
association with members across the globe.
@IETraining www.instantetraining.com

6. Meet Bob Tripathi
• 10+ years of “in-the-trenches” online marketing
experience for companies of all sizes
• Top rated speaker at industry conferences on SEO,
Social Media, Paid Search topics
• Worked with large US brands like Discover Card, Sears
Holdings championing online initiatives
• Passion for training led to founding of Instant E-
Training
@IETraining www.instantetraining.com

7. Meet Brian Carter
• Recognized authority with 12+ years of
Google & Facebook marketing
• CEO of FanReach.net, Facebook
Program
• Author of two Facebook Marketing
books
• Speaks globally & cited by all major
publications
@IETraining www.instantetraining.com

8. Facebook Ad Optimization:
Strategies & Tactics
Brian Carter
@BrianCarter
www.instantetraining.com

9. WHY FACEBOOK MARKETING?

10. Facebook is Huge
• 750 Million Users
• More than 150 Million
in the U.S. alone
• Only India and China
have larger populations
than Facebook
• All age groups are well
represented
@briancarter www.likeonomics.or

11. Facebook gets more
page views than Google

12. Businesses are
expected to spend
more than $2 - $4
billion dollars on
Facebook Ads in
2011.

13. The Gold Rush For Fans
Some companies are
paying to acquire
100,000’s of fans.
@briancarter www.likeonomics.or

14. Paying For Likes
They pay up to
$2.00 per fan.
@briancarter www.likeonomics.or

15. Paying For Likes
More viral than
email, fans may be
worth 2-3x the value
of an email
subscriber.
@briancarter www.likeonomics.or

16. The Most Powerful Prospect-Targeting
Opportunity in History
• Never before in history
has the average
business had the power
to target this many
people this specifically
• 730+ Million Users
• Target by demographic,
location and likes
@briancarter www.likeonomics.or

17. Likes Decrease Costs
When more people
Like your ads, the
cost of these ads
decreases
@briancarter www.likeonomics.org

18. Likes Capture Prospects
“Ad Likes”
capture
prospects
@briancarter www.likeonomics.org

19. FACEBOOK ROI

20. Facebook Profits: FanReach Case Studies
Baseball Roses
• 473% ROI
• 4.35% Conversion Rate
Note: we do not have enough data to know if these results are typical.

21. Facebook Profits: FanReach Case Studies
Rosehall Kennel
• 6500% ROI
• Started getting sales
with less than 500 fans
after spending less than
$100
Note: we do not have enough data to know if these results are typical.

22. Facebook Conversion Rates with FanReach
Facebook conversion rates are good
Note: we do not have enough data to know if these results are typical.

23. FACEBOOK STRATEGIES

24. Prospect Path
Fan  Purchase
Fan  Blog/AdSense
Fan  Affiliate
Ad  Email
Ad  Purchase

25. Fan -> Purchase Path

26. Fan -> AdSense Path

27. Fan -> Affiliate Paths
Click Affiliate
Link

28. Ad ->Email Monetization Path

29. Ad -> Purchase Monetization Path

30. But wait first
HOW MANY ARE DOING A GOOD
JOB OF FACEBOOK MARKETING?

32. An average of 7% - 16% of fans see
daily posts from a page they’ve liked
HOW MANY ARE VISIBLE TO 50%
OR MORE OF THEIR FANS?

33. Many pages average 0.1% to 0.6%
HOW MANY HAVE AN AVERAGE
FEEDBACK RATE OVER 1.0%

34. FACEBOOK VS GOOGLE

35. AdWords vs Facebook
finds people via finds people via
Keywords Likes (Interests)

36. AdWords vs Facebook
Demographic Demographic
Targeting is Targeting is
Limited Accurate

37. How Different Are Facebook Ads?
Facebook Adwords
Interests (Likes) Yes No
Intent (Searches) No Yes
Location Yes Yes
Age & Gender Yes No
Marital Status Yes No
Workplace Yes No
Education Yes No

38. Facebook AdWords vs Facebook
Search

39. Search vs.
Facebook
Facebook can help you
reach more prospects
and change the minds
of prospects higher up
in the funnel

40. Search vs.
Facebook
Low Hanging Fruit

41. Search vs.
Facebook
Owning & Influencing
Your Audience

42. You can
own your audience
on Facebook

43. 3 Marketing Methods Biggest
Profits!!!
Increasing ROI

44. The Facebook Fan Opportunity

45. F1000 (NDA)
• Outdoor Industry Ecommerce
• 260,000 fans in 3 months
• 62% of fans were from word of mouth
• 99,122 fans directly from paid ads
• Total ad cost of $13,758.22
• Cost per paid fan = $0.14
• Cost per fan all fans = $0.053

46. Some of Our Case Studies
Niche Cost Per Fan Fans Grown Feedback %
Vacation Rental $0.25 5,500 2.0%
Boxing $0.003 13,300 1.5%
Pet Supplies $0.10 9,000 1.5%
E-tail Outdoors $0.09 2,400 1.1%
Automotive $0.07 1,900 0.75%
Parenting $0.05 95,000 0.5%*
Civic/Political $0.03 6,100 2.0%
The goal here was to get clicks to the site more than likes or comments.

47. FAN TARGETING WITH ADS

48. The Best Fans Are…
CTR
ROI
CPC CR

49. Facebook Ad Targeting Methods

50. 1. Demographic Targeting

51. 2. Psychographic Targeting

52. 3. Geographic Targeting

53. Facebook Advertising Process

54. DEMOGRAPHICS
not just for traditional marketing anymore

55. DEMOGRAPHICS
clues.yahoo.com
alexa.com
“audience”
quantcast.com
compete.com (paid)

56. REAL?

57. This is better. Get 3-5 of these.

58. Meet Customers = Real People

59. Spy On
Their
Profiles!

60. Some Facebook Niche Sizes

61. Interests: Most Unique Thing

62. Education & Workplace

63. Even Sexual Orientation

64. Low cost per click
comes from
High click through
rate and
Low to moderate
bidding competition
in target

65. Facebook Ad Metrics Research
• Social impression %
does not necessarily
correlate to higher
action rates
• Don’t be wooed away
from other factors in
creating ads

66. CREATE: Consistency --> CTR

67. Consistent = No-Brainer

68. Consistent = No-Brainer

69. 90% of Cheap Fans Come From…
This here little LAHK button

70. FACEBOOK AD IMAGES & COPY

71. No-Brainer Ad Copy FORMULAS
Click Like if
you love
<interest>!

72. No-Brainer Ad Copy FORMULAS
Do you love
<interest>? Then
Click Like below
now!

73. Brick Could Do Facebook Ads

74. Pricing/Bidding

75. Faces Because…

76. Happy Because…

77. On the next slide you have
THREE SECONDS TO CHOOSE YOUR
FAVORITE IMAGE

78. QUICK which baby is BEST?

79. Upward chart depicting the increasing
number of upward charts used in
Facebook ads.
LOTS

80. Headline/Page Name Problems?

81. FACEBOOK AD OPTIMIZATION

82. Advertising Process: Optimize CPF

83. Advertising Process: Optimize CPF
Cost Per Fan = Spent / Connections

84. Advertising Process: Optimize
OPTIMIZE
Use the responder demographic
report to find the groups with the
highest CTR (click on the CTR column
twice so that the highest CTR groups
are at the top)

85. Facebook Ad CTR
4%
3%
3%
3%
2%
2%
1%
1%
0.30%
0.10% 0.05%
0%
Awesome Great Good Amateur

86. Facebook Ad CPC
$1.20
$1.00
$0.80
$0.60
$0.40
$0.20
$-
Amateur Good Great

87. Facebook Ad CPF
$2.50
$2.00
$1.50
$1.00
$0.50
$-
Great Good Amateur

88. Webtrends Says The Average Company
Gets Fans For $1.07 Each
Comments: Go back to my slide about amateur performance vs. best practice

89. Facebook Ad Burnout
• Over time, the same ad will be less interesting
to an audience
• CTR decreases and CPC increases

90. How To Fight “Ad Burnout”
Change up the image
Rewrite the copy
Create a promotion or something
newsy to tell them about
Pause the ad for a few weeks and then
run it again

91. Not Granular Enough: $4.15 per fan
Comments: This is one of my first Facebook ad campaigns ever, and a great example of
how not to do it. Notice how different the targets are from one another and how the
ad copy doesn’t mention them at all. This ad makes the mistake of assuming you care
about what I’m promoting, and has no call to action at all, thus the low CTR and high
CPC.

92. 3,599 fans for $76.09 … 2 cents per fan
Comments: Slightly more than 2 cents per fan. Check out the clever use of “loooove”
to grab attention and emphasize the passion. Keep in mind, though, this ad may be a
violation of trademark, so watch out for that and don’t use other people’s trademarks
or you’ll be at legal risk and Facebook can even shut your account down.

93. 1,118 fans for $36.13… 3 cents per fan
Comments: A little over 3 cents per fan. Part of the key to high CTR is the right image.
With horses, it’s not easy to get the whole horse into a 110x80 image and still see
much. For viewers to connect emotionally with the image, they have to be able to see
it, so only the head is shown here, and this is a nice, friendly looking horse.

94. 753 fans for $12.23 … 1.6 cents per fan
Comments: Another ad questionable in terms of using someone else’s likeness. The
two advertising guidelines that apply are:
• 4b. Ads must clearly represent the company, product, or brand that is being
advertised.
• 5a. Ads must not be false, misleading, fraudulent, or deceptive.
• 12a. Ads cannot include any content that infringes upon the rights of any third
party, including copyright, trademark, privacy, publicity or other personal or
proprietary right.

95. 30 cents per fan
Comments: Here’s an ad that doesn’t violate the guidelines but manages to get 30
cent fans. For an odd target like this, that’s actually pretty good.

96. 25 cents per fan

97. More ads from
Corey McNeil
Comments: Corey is an expert SEO
and a FanReach student who has
studied the heck out of our
material, and we talk about his
results in a lot of our videos and
courses.
He only shows CPC here but you can
estimate cost per fan from the
action:click ratio here… respectively
6 cents, 20 cents, 75 cents and 90
cents.
See how the cheapest cost per fan is
the simplest ad? NO BRAINER
marketing, buddy!

98. 458 Fans for $24.34 =
4.5 Cents Per Fan
Mark’s business works great on Facebook and poorly with AdWords. This is because
his product is a hybrid of two or three interests… people who love baseball or softball
and the people who want to give roses to them. Baseball plus romance. AdWords is
built to harvest people with specific popular interests- only a fraction of those who like
those sports ALSO want to give roses. Only a fraction of those who want to give roses
like those sports. That leads to a bad CTR and low quality score in AdWords and a high
CPC. But in Facebook, Mark can cheaply gather people who like all of those things and
then market to them repeatedly on the fan page, and it works - he gets a 473% ROI on
his fan acqusition ad spend.

99. B2B Facebook Fan Acquisition
If you slicing and dicing doesn’t get you cheap fans, go
extremely general. Less competition there.

100. B2B Facebook Fan Acquisition
You still need to think about your B2B people
and what their goals and dreams are. Pump
these up in the image and ad copy to increase
CTR.

101. 25 Cents Per Group Member

102. If we have time…

103. PART dos: Post LIKE Tips from bears

104. The PROBLEM?

105. Increase Feedback Rate
GOAL: 1.0% or
higher Feedback
rate per post

106. Ask for More Likes and Comments
Ha Ha…
Duh!

107. Post Formulas
"Click Like if…" and keep the second
part simple, make sure it’s something
most of your fans will like.

108. Post Formulas
To get Comments, ask a question or
say, "Tell me in the Comments
below…" followed by whatever you
want to know

109. Posts Based on Demos/Interests
Ponies (photo of pony): "Click Like if you love ponies!
What's your favorite thing about them?"

110. B2B Question
"What’s your biggest goal
this year in internet
marketing? Comment
below!”

111. How To Have It All
“CLICK LIKE if you think the Heat can SWEEP
Dallas or COMMENT as to why the Mavericks will
make this a series.”
- Sportscenter
The formula is:
“Click Like if you think [one thing] or Comment as
to why you think [the opposite]”

112. Sell The Dream

113. How To Figure Out Your
Customer’s Dream
What kind of ideal life
or business situation
do these benefits lead
the customer toward?

114. Selling The Dream

115. Selling The Dream

116. Selling The Dream

117. Selling The Dream

118. SELLING THE DREAM
9 THINGS PEOPLE DREAM ABOUT

119. How To Figure Out Your
Customer’s Dream
Which of the 9 things people dream about
do you help people with?

120. LUXURY

121. AWE

122. OPTIONS

123. CONNECTION

124. FREEDOM

125. BELONGING

126. FUN

127. LOVE

128. RELAXATION

129. How To Figure Out Your
Customer’s Dream
How are these dreams different for each of
your 3-5 customer types?

130. Write Lots of Words
Describe in as much detail as possible what the
fulfillment of these dreams looks like for people.

131. Image Brainstorming

132. Sell That Dream
Now talk to
your fans
about those
dreams
while asking
for likes and
comments!

133. Learn More
Take Your Facebook Marketing Skills to the
Next Level…..
@IETraining www.instantetraining.com

134. Facebook Intensive Program Starts May 25th…
20 Live Online Sessions including…
Facebook Marketing Strategy New Facebook Timeline
Facebook Contests Facebook Ads
Facebook Community Management Facebook Fan Acquisition
Facebook EdgeRank Algorithm Facebook Content Strategy
Facebook Apps Facebook SEO
Facebook Gaming Strategy Facebook ROI
@IETraining www.instantetraining.com

135. • Attend all 20 Live Sessions • Everything from WebConference
• Ask Q&A • Hands-on Certification Project
• Free Bonus Materials • Weekly Mentoring Calls
• Weekly Quizzes
• 3 Months Free Video Membership
@IETraining www.instantetraining.com

136. Hands-on Facebook Certification (Limited Seats)
Hands-on Facebook Weekly Assignments & Weekly Progress
Marketing Project Quizzes Mentoring Calls
Final Project Dissertation Facebook Masters Certificate
@IETraining www.instantetraining.com

137. 12+ Leading Facebook Marketers…
Dennis Yu Lisa Buyer
Brian Carter Alison Zarrella Marty WeinTraub
CEO BlitzLocal & Author, Speaker,
Author “Facebook Author “Facebook Author “Killer
Facebook Authority Columnist
Like Economy” Marketing” Facebook Ads”
@IETraining www.instantetraining.com

138. Interactive WebConference Environment
Ask questions after sessions – Network with fellow attendees in
Private Q&A for all attendee Our private community
@IETraining www.instantetraining.com

139. Free Training Videos – Worth $400 Free
Bonus
#1
15+ Training videos on Facebook
marketing
Fast Tracks your learning with
additional resources.
@IETraining www.instantetraining.com

140. Free Workshop Videos worth $140 Free
Bonus
#2&3
2 Hour Long training videos from
Clara Shih & Dave Kerpen on
Facebook Marketing.
@IETraining www.instantetraining.com

141. Free 1 Year Social Media Magazine Free
Subscription Worth $78 Bonus
#4&5
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News stand price $78 for 1
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Free 300+ page ebook on Social
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@IETraining www.instantetraining.com

142. 3 Bonuses for Webinar
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@IETraining www.instantetraining.com

143. Free 1 Month Membership – Free
Worth $79 Bonus
#6
100+ Training videos on Facebook,
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Free 1 Month membership worth
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http://www.instantetraining.com/pricing-plans
@IETraining www.instantetraining.com

144. Free Book – The Like Economy Free
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Worth $24.99 #7
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Marketing book.
Free book to all webinar attendees!
@IETraining www.instantetraining.com

145. FREE Phone Consultation Free
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#8
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It’s Your Time!
@IETraining www.instantetraining.com

146. Attendee Testimonial
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Facebook Program Attendee
@IETraining www.instantetraining.com

147. 100% Attendee Satisfaction
Social Media for
Business 2011
Survey
Facebook
Intensive Program
Survey
@IETraining www.instantetraining.com

148. With Facebook Training You Get…
1. 20 Live Online Sessions – Full Rate $597
2. Q&A access, private community, and 6 months access – Value $497
3. 10+ Free Training Videos - Value $400
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5. Free 1 year magazine subscription – Value $78
6. Free 300+ page ebook – Value $20
7. Free 1 Month Membership to library – Value $79
8. Free 3 Month Training Video Membership(Certification Attendees Only
– Value $238 )
9. Free Phone Consultation (30 mins) – Value $250
10. Free Book (The Like Economy) – Value $25
$2,086
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@IETraining www.instantetraining.com

149. • Attend all 20 Live Sessions • Everything from WebConference
• Ask Q&A • Hands-on Certification Project
• Free Bonus Materials • Weekly Mentoring Calls
• Weekly Quizzes
• 3 Months Free Video Membership
@IETraining www.instantetraining.com

150. Reserve Your Seat for Facebook WebConference
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$597 $397
$397 / 2 payment :
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@IETraining www.instantetraining.com

151. Reserve Your Seat for Facebook Certification
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$898 / 2 payments:
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@IETraining www.instantetraining.com