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Unveil the power of Facebook PPC segments with insights on demographics, targeting strategies, and the implications for SEO. Discover the potential of direct response marketing and branding on the platform. Learn how micro-demographics can revolutionize your ad campaigns. Explore the future of demographic segment layers and the impact of social PPC on internet domination. Dive into the nuances of social segments and effective KPIs to enhance your advertising efforts on Facebook.
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62 Bad-Ass Facebook PPC Segments & Why You Should Care • @aimClear www.aimClearBlog.com Marty Weintraub: President aimClearSEMpdx, Portland, OR3-09-2010
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
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!
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
Facebook is Almost Unimaginable • Well-Laid Play For Internet Domination
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
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
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
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
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
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
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
Social Segment Totals 23,024,580 User Units
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!
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
Thank You! • @aimClear www.aimClearBlog.com Marty Weintraub: President aimClearSEMpdx, Portland, OR3-09-2010