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62 Bad-Ass Facebook PPC Segments & Why You Should Care

62 Bad-Ass Facebook PPC Segments & Why You Should Care. @aimClear. www.aimClearBlog.com Marty Weintraub: President aimClear SEMpdx , Portland, OR 3-09-2010. The Impending Social PPC Revolution. 2007. Today’s Program. FB Statistics Update & Implications

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62 Bad-Ass Facebook PPC Segments & Why You Should Care

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  1. 62 Bad-Ass Facebook PPC Segments & Why You Should Care • @aimClear www.aimClearBlog.com Marty Weintraub: President aimClearSEMpdx, Portland, OR3-09-2010

  2. The Impending Social PPC Revolution 2007

  3. Today’s Program • FB Statistics Update & Implications • Why FB (PPC Is to SEO) as (Organic is to Google) • Difference Between Direct Response & Branding • What Are Micro-Demographics • Guerilla Tutorial How-To Place FB Ads

  4. Deck Take-Aways • Not Being In FB Paid Search is Negligent • Could be Considered Analogous to SEO • It’s (Like) Half The Internet • Subtle &Obvious Intent Matters, Realistic KPIs • Brand to Informational Social Segments • Sell By Direct Response When Appropriate • NOT ALL ‘NET MARKETING IS DIRECT RESPONSE!

  5. Deck Take-Aways • Don’t Rule Out B2B, Tons is FB Social Segments • Test Various Micro-Demographic Nodes & KPIs • Compare Outstanding CPM & Accountability • Get Ready For Future Demographic Segment Layers • DO Try This At Home • Seed Viral w/ Social PPC, Gift That Keeps on Giving

  6. Facebook is Almost Unimaginable • Well-Laid Play For Internet Domination

  7. MassiveWalled Garden Parallel Internet • Closed Loop Members-Only (Over 400 Million ACTIVE Users) • 200 Million Users Login - Every Day – 60 Million Status Updates • 3 Billion Photos Monthly • 5 Billion Content Blocks, Blog Posts, News Stories, Links Weekly • More than 20 million people become fans of Pages each day • Pages have created more than 5.3 billion fans

  8. Facebook’sStunning“More Than” Statistics • 100 million Active Users Accessing via Mobile • 1 Million Developers & Entrepreneurs 180 Countries • 70% of Facebook Users Engage w/ Apps’ • 60 million Facebook Users Engage Via Facebook Connect on External Websites Every Month • Cool Stuff to Search

  9. Threatens Google’s Traffic Dominance

  10. I’m A Search Marketer and I Smell Red Meat

  11. No External Search Engines Allowed!

  12. Only FacebookInternal “Search” • FB is NOT a Search Engine • Facebook “Search” has Always Kinda’ Sucked • People, Groups, Fan Page, Apps’, Page & Events • Decent For What It Does • Some Slightly Associated Bing Results • Google “Facebook Ranking Factors – aimClear Blog

  13. Problems & Opportunities For Brands NON SERPs • Present Huge Problem for Brands • Worse Situation Than Google SEO • Even Less Control, Limited Visibility • Incredibly Easy to Be Mostly Invisible • Organic Participation Not Enough • Screwed = Next Frontier Opportunity

  14. Fundamental Premise of Search • Research Customers’ Search Patterns • Market (Organic/Paid) to SERPS for Queries • Lateral Stemming Thesaurus Tools “Caterer” = “Catering” = “Food Service” = “Wedding Panning” = “Bar mitzvah Cake” • Not Earth Shaking News • Some Keywords Indicate “Intent,” Others Not • Big Deal = When to Brand & When to Sell • Ask Where Customers Are in Purchase Funnel

  15. Social PPC Is Not “Search” Marketing • Highly Targeted Walk-By Traffic • Seriously Effective, Wielded Properly • Targeted to FB’s“Social Graph” • Social Segments Also Can Betray Intent • Analogous to Content Network & Other Display

  16. Where Do The Ads Show Floyd?

  17. replace

  18. How Does Facebook PPC Target? Location Targeting, Age & Birthday, Education, Connections, Friends of Connections http://www.facebook.com/help/?page=861#!/help.php?page=863

  19. Get Started

  20. Get Used To #PPC Social Targeting

  21. Review: What Is a Social Segment?

  22. Landing Page URL

  23. Landing Page URL

  24. Target to Social Graph

  25. Target to Social Graph

  26. Females 17-24, In a Relationship

  27. Females 17-24, In a Relationship

  28. Personal Interests

  29. Personal Interests

  30. Create Ad

  31. Set Budget

  32. Review Ad

  33. What The Hay Are We Talking About?

  34. Hey, There aint No b2b Stuff…?

  35. Segment Size Vs. Impressions

  36. GEEZ I Said b2b!

  37. Social Segment Totals 23,024,580 User Units

  38. Deck Take-Aways • Not Being In FB Paid Search is Negligent • It’s (Like) Half The Internet, No SEO • Subtle &Obvious Intent Matters, Realistic KPIs • Brand to Informational Social Segments • Sell By Direct Response When Appropriate • NOT ALL ‘NET MARKETING IS DIRECT RESPONSE!

  39. Deck Take-Aways • Don’t Rule Out B2B • Test Various Micro-Demographic Nodes & KPIs • Compare Outstanding CPM & Accountability • Get Ready For Future Demographic Segment Layers • DO Try This At Home • Seed Viral w/ Social PPC, Gift That Keeps on Givin

  40. Traffic in Waves

  41. Thank You! • @aimClear www.aimClearBlog.com Marty Weintraub: President aimClearSEMpdx, Portland, OR3-09-2010

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