Facebook Advertising

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Facebook Advertising
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Session Objectives

• Facebook Ads Intro
• Goal Setting
• Making the Most of Your Budget
• Advertising Options
• Tools

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Importance of Ads

• Due to the size of Facebooks user base, ads can
  be a powerful and affordable marketing option for
  your page or website
• With planning and testing you could get your
  business in front of a huge audience for a few
  dollars per day

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Facebook ad funnel
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What can you do with facebook ads?

• Increase page Likes from your target market
• Increase page visibility engagement improved
  EdgeRank score
• Remember Only 16 of page content is seen by
  fans organically!
• Find new, potential customers
• Drive traffic

Source Facebook Marketing Research
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Example Ads
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Determine your goals

• Are you trying to
• grow your Facebook page?
• find new travelers?
• advertise a deal or fill a cancelation?
• promote page content?
• send traffic to your website?

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Making the most of your budget

• Align goals with budget
• Traffic to your website might cost more than an
  ad for engaging with your content on Facebook
• Use engagement ad budget on most important
  content
• Empty dates, deals, reviews
• Target wisely to not waste money
• Identify who your travelers are and profile based
  on that
• The higher the ad engagement, the lower the cost
  per click
• Average ad cost is .80 CPC versus 2.50 on Google
  AdWords
• No minimum spend/budget requirements

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5 steps to a live facebook ad!
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Advertising options

• Step 1
• Advertise your page or website?

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Advertising options

• Step 2 Determine Your Objective

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Advertising options

• Step 2 Determine Your Objective

• Build your audience by getting more Likes on your
  page
• This ad option lets you
• Write your ad copy
• Ad title will always be your page title
• If your page title is longer than 25 characters
  it will be cut off

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Advertising options

• Step 2 Determine Your Objective

• Get people to see and engage with your content
• Good for increasing engagement, not as good for
  increasing page Likes
• This ad option lets you
• Choose your page post that you want to promote
• Designate the audience that will see the post

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Advertising options

• Step 2 Determine Your Objective

• Choose to advertise a page post or create a
  custom ad
• Good option if advertising your website
• This ad option lets you
• Write your custom ad title copy
• Or you can promote a page post
• Customize bid options

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Advertising options

• Step 3 Create Your Ad

• Choose your page post
• Write copy
• Create headline
• Choose photo
• Tip Photos with people usually perform best

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Advertising options

• Step 4 Choose Your Audience

• Audience Selection
• Location
• Country, State, City, Zip
• Age
• Gender
• Interests
• Connection to your page
• Friends of Connections

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Advertising options

• Step 5 Choose Your Budget

• Budgeting
• Choose an ad campaign
• Determine run dates
• Decide if you want to pay for clicks, views or
  actions

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Facebook ad tips

• In the body text of your ad, include a clear
  action you want your audience to take
• Highlight benefits, sales or specials
• Use a simple, eye-catching image that is related
  to your ad text
• If youre advertising your website, a sale, etc.,
  include your business name or other key
  information in the headline

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Facebook Ad Tips Continued

• Photos with people generally perform better
• If you post a video to your page and create an ad
  the video thumbnail will display
• Change ad copy and images regularly ads becomes
  stagnant quickly
• Combined click-through rates on all Facebook ads
  average 075, but vary greatly by ad type. Set
  realistic expectations.

Source All Facebook/Spruce Media, Q3 2012
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Facebook Ad setup
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Resources

• HomeAway Community
• Social Media Group
• http//community.homeaway.com/groups/social-media
• Facebook Ads Interface
• Facebook Ads Power Editor Advanced Ad
  Management
• Need Google Chrome to Run Power Editor
• Learn about your Audience