62 Bad-Ass Facebook PPC Segments & Why You Should Care Marty Weintraub: President aimClear SEMpdx, Portland, OR

The Impending Social PPC Revolution 2007

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!

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 Deck Take-Aways

Facebook is Almost Unimaginable Well-Laid Play For Internet Domination Well-Laid Play

MassiveMassive Walled 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’s Stunning“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

Threatens Google’s Traffic Dominance

I’m A Search Marketer and I Smell Red Meat

No External Search Engines Allowed!

Only Facebook Internal “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

Where Do The Ads Show Floyd?

replace

How Does Facebook PPC Target? Location Targeting, Age & Birthday, Education, Connections, Friends of Connections

Get Started

Get Used To #PPC Social Targeting

Review: What Is a Social Segment?

Landing Page URL

Target to Social Graph

Females 17-24, In a Relationship

Personal Interests

Create Ad

Set Budget

Review Ad

What The Hay Are We Talking About?

Hey, There aint No b2b Stuff…?

Segment Size Vs. Impressions

GEEZ I Said b2b!

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!

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 Deck Take-Aways

Traffic in Waves

Thank You! Marty Weintraub: President aimClear SEMpdx, Portland, OR