Mike Charlasch
MBP202 Week 10 – Facebook Marke2ng
Building Blocks 2
§ § § § § § § § §
Images Words Sound Mo6on Informa6on A9tude Emo6on Personality Ac6on
Facebook is Unique 3
§ The world’s most powerful and popular marke6ng tool
Facebook User Sta2s2cs 4
§ 1.9 billion monthly ac6ve users worldwide v
Up +18% versus year ago
§ 1.7 billion mobile ac6ve users § 300 million photos daily § 20 minutes average visit § 76% of all women § 66% of all men Source: Zephoria, July 2017
3 Ways to Use Facebook 5
§ Posts (free) v v v v
Personal pages Business pages Text & photos Videos, live stream
§ Events (free) v
Invita2ons
§ Adver6sing (paid) v v v v
Right column ads News feed ads Carousel ads Video ads
Facebook Engagement Metrics 6
§ Likes § Reac6ons § Comments § Shares § Clicks v v v
Typically to a website page Can be tracked to purchases Return on investment (ROI)
Facebook Event Pages 7
Facebook Ads Manager 8
§ Set the type of ad v
Right column, news feed, etc.
§ Set geographic targets v
X-‐mile radius, state, total U.S.
§ Set demographic targets v
Such as % men and % women
§ Set “interests” targets v
Names of ar2sts, keywords, etc.
§ Set campaign dates § Set daily budgets § Create the ads!
Interest Targets: Names & Words 9
FB Carousel Ads 10
§ § § § § §
Appear within news feed Up to 5 images plus a logo Different text for each image Ac6on buYons (buy, learn) User swipes from le[ to right FB op6mizes the image order v
Based on number of clicks
§ Can change images or text v
Re-‐sets “likes” & “shares” metrics
FB Carousel Ad – 1st 3 Slides 11
FB Carousel Ad – 2nd 3 Slides 12
Facebook Video Ads 13
§ Pop up in the news feed v
Play automa2cally
§ Sound can be on or off v
Can include cap2ons
§ Edit down to :30 seconds v
Up to about 3 minutes
§ Includes links to learn more § Can be very cap6va6ng! v
Sight, sound & mo2on
Ad Performance Metrics 14
§ Track clicks, cost per click (CPC), click-‐through rate (CTR) and more
Building Facebook Ads 15
§ facebook.com/business/
Break  16