Facebook Social Ads Exposed Table Of Contents ........................................................................................................................... 3 Section I: Facebook Social Ads Exposed ....................................................................................... 4 How Facebook Social Ads Work ................................................................................................ 4 A Case Study: Zynga’s “Farmville” ...................................................................................... 6 The Importance of Planning… and Facebook Users .............................................................. 9 Section II: Getting Down to Business ........................................................................................... 11 The Facebook Platform ............................................................................................................. 11 Facebook Ad Creation – The Process ....................................................................................... 13 What’s the Deal with Facebook Beacon? ................................................................................. 18 Facebook Fans .......................................................................................................................... 19 Do Keywords Still Matter? ....................................................................................................... 19 What Type of Events or Items Can I Advertise? ...................................................................... 21 Should Facebook Ads Replace Google AdWords? .................................................................. 23 Section III: Maximizing your Facebook Exposure ...................................................................... 24 Sweepstakes and Contests......................................................................................................... 24 Facebook Social Ad Branding .................................................................................................. 25 Facebook Marketing Solutions ................................................................................................. 26 Facebook Fan Pages .................................................................................................................. 27 7 Tips for Making the Most of your Facebook Fan Page: .................................................... 28 Facebook Groups ...................................................................................................................... 30 Section IV: The Down Side of Facebook Ads .............................................................................. 32 9 Facebook Ad Mistakes ........................................................................................................... 34 The Privacy Issue ...................................................................................................................... 36 Facebook Social Ads Exposed Section I: Facebook Social Ads Exposed Facebook Social Ads work virally, but rather than being spread in a random fashion, they are placed on Facebook members’ pages, based on their profile data – which can make them a powerful sales aid for marketers – especially in this current decade, where mobile devices are now replacing personal computers at the rate of 4 – 1. However, like any data system spread via the net, there are rules, restrictions and random factors that can greatly inhibit or enhance their success. In this Special Report, we will explore the ins – and outs – of Facebook Social Ads. What this Report is Not… It is not a complete guide to Facebook Ad Creation. Instead, it focuses more on the nuances you will not pick up from Facebook’s easy “Advertising Creation” walk-through… and drawbacks to watch out for. How Facebook Social Ads Work Marion loves horseback riding, and publicly says so in her Facebook profile. A successful Equestrian Center wants to promote its children’s summer camp, so it purchases a Facebook Ad. Facebook Social Ads Exposed Facebook uses Insight, a powerful demographics tool, to place the Ad via a feed on Marion’s profile, after extracting the information that she has 3 children, is passionate about all things equestrian and lives within a close geographical radius of the Equestrian Center, so is a likely candidate to view the ad. Since it’s her passion, Marion always pays attention whenever there’s a picture of a horse in an ad – and she also notices the Equestrian Center provides riding for those with Special Needs (a cause dear to her heart) so she clicks the “Like This” button and views the Ad. Facebook then finds more ads using this specialized search data – voluntarily provided by Marion – to place other equestrian offerings in her Ad feed. (It also adds special needs-related ads, since this was one of the keywords the ad used.) But there’s more: Marion has 97 friends on Facebook. 23 of these friends are also connected to her via equestrian activities. They read that Marion “likes” our mythical Equestrian Center and has become its Facebook Fan. Trusting her judgment and recommendation, they click on the link… You can see instantly by this example that the combination of becoming a fan and having ads served by profile-targeted feed considerably increases your chances, as an Advertiser, of having your ads read by the right people. Facebook Social Ads Exposed Furthermore, assuming that a percentage of Marion’s 23 equestrian friends do read the geo-targeted1 Ad, 8 of them not only send their children to the summer camp but 18 (each of whom has anywhere from 9-30 equestrian friends) also select “become a fan”. Even with this hypothetical example, you can instantly see the potential for our mythical but well-marketed equestrian center to spread virally… all within a highly focused group more likely to buy. Before you know it, our mythical equestrian center has a real following. 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