This is the presentation that I gave on April 14 , 2011 at the Small Business & Technology Development Center at the University of Arkansas Fayetteville. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.

1. 4/14/2011

2. Collin Condray
 15 years experience in web
development
 Web developer
 Programmer
 Retail data analysis for multi-
billion dollar companies (3M and
Tyson)
 Social media 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
 Strategy/Tactics
 How they work
 Best practices
 Metrics

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

5. Some Common Ad Terms
 Click Through Rate (CTR)
 Measure of how much
interactivity there is with the
ad
 Good for driving traffic
 Pay Per Click (PPC)

6. Some Ad Terms
 Cost Per 1000 Impressions
(CPM )
 Equivalent CPM (eCPM)
 Pay Per Impression (PPI)
 Good for spreading the word

7. Ads increase likelihood of online
actions

8. 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?

9. 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

10. 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 event

11. Online Ads - Tactical
 Target a specific audience
 Create a special landing
page with a this months
special or coupon

12. 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.

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

15. Facebook Ads - Pros
 500 Million users
 Inexpensive
 Targeted based on profile

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

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

18. Facebook Ads - Title
 Title
 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”

19. Facebook Ads – Design Ads
 Body Text.
 Short advertisement
 More than typical search
engine advertising
 Shorter text can prove more
effective.

20. Facebook Ads – Design Ads
 Image
 One of the largest impacts
on the ad
 Need something to stand
out
 Logo not necessarily a good
choice

21. Facebook Ads – Design Ads
 Try to include using people,
something creative, or
images that just “pop” when
your eye crosses over them.
 Picture is be small – it is only
110 x 80 pixels in size. Try
iStockPhoto.com for quality
photos if you don’t have your
own.

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

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

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

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

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

27. 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

28. 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?

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

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

32. Google Ads – Content Network
 Code provided by Google
inserted into websites
 Google shares the revenue
with the site owner

33. Google Ads - 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

34. Google Ads - Cons
 Targeting is fuzzier
 Higher complexity

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

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

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

38. Getting Organized
 Account
 Campaign
 Ad Group

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

40. Ad Writing Tips
 Include prices, special offers,
and unique selling points
 Use a strong call to action
 Go to the most relevant page
on your site.

41. Keyword Do’s and Don’ts

42. Google Ads - Testing
 A/B Testing
 Title
 Body

43. Targeting Ads
 Think like your customers
 Use the Google Keyword
tools for related keywords
 Match keywords and ad text
 Use negative keywords
 Check your site logs

44. Review Performance
 Review performance often but
not too often.
 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.
 Show networks and focus on
the ones that work better

45. 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.

46. 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?

47. Google AdWords Specific Metrics
 Keyword Status-Eligible
 Average Position out of 11 ads
 First Page Bids-Are you
spending enough to get your
ads on the front page
 Quality Score-How relevant are
your ads. Do they make sense
or are they just keyword
stuffing?

48. Extras
 Google Analytics
 Conversion Tracking

49. Google Ads Walkthrough
 https://adwords.google.com

51. BlueZooCreative.com
Twitter.com/ccondray
4/14/2011