Scaling Facebook Fans for Dr. Dori Naerbo

1. Scaling Facebook Fans for Dr. DoriNaerbo Facebook Ad Inputs

2. We follow leading practices to optimize our Facebook ad results. • Use precise targeting and expand reach as much as possible for the subject area and demographic you are targeting • Top brands/public figures/programs • Top websites/books/publishers in the space • Most popular keywords • Etc… • Use CPM Bidding for US/Canada and other pricier English-speaking constituencies • Use keyword treeing to target obscure keywords that other competing ads won’t find (Word + a – z and word + “in”“for” etc… • Use CPC bidding for more global ads and bid lower than the bid range. Test the lowest bid threshold that will still drive significant impressions. • Remove “Sponsored Stories” from ads • Always put each ad in a NEW campaign

3. Configure a Facebook ad with the custom content tab serving as the landing tab for the Facebook ad. Landing View

4. Example: Use Keyword Treeing/Stemming to Find Relevant Target Audience Interests

5. Ex. Women’s fitness, Healthy Life Style, & Stem Cell ad images & copy Get FIT! *LIKE* to access your source for women’s fitness news, tips and more! Live healthy, be happy! Hit *Like* for all the latest healthy lifestyle news and tips! Stem cells? Click HERE for the most recent stem cell news, research and MORE!

6. Ex. Precise Targeting Keywords for Women’s Fitness News: sparkpeoplecom, positive thoughts, spinning, livestrongcom, #Professional, biggest loser, #Bakery, prevention magazine, #Healthy, #Steel Magnolias, healthy living, #Gardening, #CrossFit, activecom, #Jazzercise, #Healthy Habits, #Habitat for Humanity, pilates studio, #American Diabetes Association, walking my dogs, #Decorative arts, #Volunteering, exercise, #Chalene Johnson, #Runner's World, curves, #Men's health, #LululemonAthletica, #Tosca Reno, #Pilates, eatclean diet, #Healthy Choice, #HGTV, #Men's Health (magazine), dining out, cooking light magazine, louise l hay, #Outside (magazine), #Spa, calorie tracker, #Yoga Journal, walking my dog, runners world magazine, #Physical fitness, #Marketing, cookbooks, health fitness, healthcom, womens health, #Yoga, networkedblogs, #Diet (nutrition), #Whole Foods Market, #Nutrition, #Real Simple, #Dieting, oxygen magazine, living social, #United Way of America, #The Power of Now, #Women's health, #Bikram Yoga, rachel ray, #Zumba, #Healthy diet, #Arbonne, #Kathie Lee Gifford, #Health, droz, #Healthy Habits for Life, #White House Black Market, #Running, #Health club, #Marathon, karinas kitchen recipes from glutenfree goddess, couchto5k running plan, #Shape (magazine), kathie lee hoda, #Real estate, #The Limited, secret, my husband, #Dietary supplement, #Fitness (magazine), muscle fitness hers, regiskelly, fitness magazine, #Zumba Fitness 2, #Zumba Fitness or #Yoga pants Keywords obtained from optimalkeyword.com Copy and paste into the Precise Interest targeting module of Facebook ads.

7. Ex. Precise Targeting Keywords for Healthy Lifestyle News: #Organic food, sparkpeoplecom, dateline, #Spinning (textiles), tripadvisor cities ive visited, spinning, livestrongcom, #Réunion, #Weight Loss (novel), #Professional, biggest loser, #Tony Robbins, #Bakery, prevention magazine, #Coaching, #Menopause, activecom, #Jazzercise, #Internet marketing, #American Diabetes Association, #Business networking, #Hot flash, crate barrel, #Finance, #Premenstrual syndrome, #Volunteering, #Destination spa, #Chalene Johnson, #Weight loss camp, #Crate & Barrel, #Tosca Reno, #Wellness (alternative medicine), #Groupon, drwayne w dyer, #Financial services, eatclean diet, #Food bank, #Nurse, #HGTV, #Men's Health (magazine), #National Multiple Sclerosis Society, simple truths, #Women's Health (magazine), #Charitable organization, beachbody, #Natural product, louise l hay, #Spa, calorie tracker, #Clark Howard, #Alumni association, #Winery, #Greenhouse, runners world magazine, #Optometry, #Marketing, #Gold's Gym, health fitness, #Vineyard, nurses, #Oprah Winfrey, #Martha Stewart Living Omnimedia, networkedblogs, #Diet (nutrition), #Jorge Cruise, #Wine tasting, #Whole Foods Market, #Nutrition, #SuzeOrman, #Dieting, #Think and Grow Rich, capital grille, oxygen magazine, living social, #Martha Stewart Living, #Holism, #Women's health, golds gym, #Hormone replacement therapy (menopause), #Entrepreneur, entertaining, #Menstrual cycle, #Social group, #Lawyer, #Self-help, #Martha Stewart, #Health club, #Marathon, #Wayne Dyer, #Condominium, karinas kitchen recipes from glutenfree goddess, breakthrough with tony robbins, #Types of restaurant, #Beachbody, couchto5k running plan, decorating, shape magazine, #Real estate, #Weight loss, #The Oprah Winfrey Show, #Joseph Mercola, secret, #Château, #LivingSocial, #North American Menopause Society, #Dietary supplement, #Fitness (magazine), #John C. Maxwell, #Natural foods, muscle fitness hers, vitamin shoppe, jamieolivers food revolution, #SUCCESS (magazine), fitness magazine, #Oprah's Lifeclass or #Oprah Winfrey Network (U.S. TV channel) Keywords obtained from optimalkeyword.com Copy and paste into the Precise Interest targeting module of Facebook ads.

8. Ex. Precise Targeting Keywords for Stem Cell News: #Stem cell, #Embryonic stem cell, #Hematopoietic stem cell transplantation, #Stem cell treatments, #Adult stem cell, #Stem Cell Network, #Dental pulp stem cells, #Hematopoietic stem cell, #Mesenchymal stem cell, #Cord blood, #Scientific Committee on Antarctic Research, #American Medical Association, #Journal of the American Medical Association, #Cell (biology), #Cell biology, #Centre for Cellular and Molecular Biology, #Johns Hopkins School of Medicine, #Johns Hopkins Hospital, #Medical research, #Journal of Experimental Medicine, #The American Journal of Medicine, #Cloning, #Molecular cloning, #Cell type, #Embryology, #Embryo, #Morphology (biology), #Nuclear transmutation, #Scientific American, #Scientific journal, #American Association for the Advancement of Science, #Scientific American Mind, #Popular science, #Popular Science, #Medicine, #National Geographic Channel, #National Geographic (magazine), #Natural history, #Science Illustrated, #Science News, #Smithsonian (magazine), #University of Medicine and Health Sciences, #Discovery Channel, Keywords obtained from optimalkeyword.com Copy and paste into the Precise Interest targeting module of Facebook ads.

9. Set Connections to “Only People not connected to..” your page. You don’t want to pay for the same fan twice….

10. Try both Optimized CPM bidding and CPC bidding for your audience to identify which method works the best. Objective of “like my page” is optimized CPM bidding based on impressions. Facebook controls bid levels in this case. Objective of “click on my ad or sponsored story” is Cost Per Click (CPC) bidding. Analysis of campaign performance will identify whether CPC or CPM bidding is best for your situation.

11. Click through rate(CTR) correlates directly to Cost Per Click (CPC) Source: Kenshoo Social May 2011

12. The baby boomer target audience has a higher average cost per click. Average Facebook CPC by Age Source: Facebook API June 2011

13. Average CPC data for Facebook ads by Industry. Representative Facebook CTR/CPC by Industry Source: blitzlocal

14. Country targeting in Facebook ads has a significant impact on the average CPC and CPM rates. http://www.socialbakers.com/facebook-advertising/