Facebook advertising for small businesses is a lucrative, cost effective and profitable avenue of advertising. The presentation covers how to create an ad, best practices and a few tools critical to Facebook advertising. This presentation was developed as a workshop format for Podcamp Toronto 2012. I took the audience step-by-step on how to create a Facebook advertising campaign.

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Facebook Advertising For
Small Businesses
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Nehal Kazim
@NehalKazim
nehal@amplifiigroup.com

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Agenda
• Why Facebook
• Establish an Objective
• Creating An Ad – Step 1: Design
• Creating An Ad – Step 2: Targeting
• Creating An Ad – Step 3: Pricing
• Tracking Metrics
• Tools
• Giveaway!

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Why Are You Here?!

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Why Facebook?

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Why Facebook
• Hyper-targeting
– Location
– Demographic
– Psychographic
• Social proof
• Comparatively cheaper than Google
Adwords
…for now

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Objective
• Brand recognition
• Leads
• Store Walk-ins
• Events/Workshops
• Sales

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Creating An Ad – Step 1: Design
• Destination
– To a Facebook Page
• Can’t change the title
• More exposure
– External URL
• Can have custom title
• Costs are a little bit higher
– Sponsored Stories
*What’s your objective?

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Creating An Ad – Step 1: Design
• Ask a question
– Hate your dentist?
• Level of Importance
– Image
– Title
– Text

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Creating An Ad – Step 2:
Targeting
• Location
– Country
– By State/Province
– By City  Radius by miles
• Demographics
– Age
– Require Exact Match
– Sex

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Creating An Ad – Step 2:
Targeting
Interests
• Broad Category
– Events (recently moved/has birthday in 1
week)
– Family Status
• Away from Hometown
• Baby Boomers
• Engaged/Newlywed/Parents

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Creating An Ad – Step 2:
Targeting
Interests
• Precise Interests
– Target fan pages
• Competitors
• Major organizations/associations
* Relevance to fan page
– Target interests

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Creating An Ad – Step 2:
Targeting
Advanced Demographics
• Preference
– Interested in Men/Women/All
• Relationship status
• Languages
• Workplace
– B2B

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Creating An Ad – Step 3: Pricing
• Budget
– Start low with a daily budget
– Can start with $10/day
• Schedule
– Start and end time
– Limited Time Offer/Associated with Events

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Creating An Ad – Step 3: Pricing
• Cost Per Click
– Pay every time a user clicks an ad
– Higher value for Facebook
• Cost Per Impression
– Cost per thousand impression; page refreshes
– Less exposure
• What to Bid
– Three school of thoughts
• Go lower than suggested bid
• Go within range
• Higher than the range
* Jump between the three
– Depends on you
• Efficiency of your conversion funnel
• The suggested bid does change on a variety of reasons

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Metrics You Can Track
• Impressions
• Social %
• Clicks
• Click Through Rate %
• Cost Per Click
• Cost Per Impression

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Putting It All Together
• Test variations of your ad
– Image
– Title
– Text
• Hyper target
– Exact age
– Relationship status
– Recent events
• Hold someone responsible
– You/Your Team
– Weekly key performance indicators (KPI)
measurement

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Future of Facebook Ads
• Status updates: Up to 150 characters of text, no additional media;
• Photos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail,
16:9 aspect ratio
• Videos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail,
16:9 aspect ratio;
• Links: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail;
• Questions: Four answers will be displayed — three, plus a ―see more‖
link; and
• Events: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail.
*Source: Allfacebook.com

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Tools – Landing Page
• PinpointSocial.com
– $49/campaign or $29/month
• WildfireApp.com
– $5/promotion - $250+/promotion
• ReverbNation.com

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Tools – Email Marketing
• Mailchimp.com
– Free for 2000 emails
• Aweber.com
– $19/month
– iContact.com
– ConstantContact.com
• VerticalResponse.com  postcards

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Need Help?!
Email us at
support@amplifiigroup.com

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Thank You!
Nehal Kazim
@NehalKazim
nehal@amplifiigroup.com