It is hard to condense their comments into a few takeaways. (And -as always – be aware, certain of their insights will not be published by me, so that I can look even more brilliant to clients.) My apologies to the authors if I interpret incorrectly.
And a thank you to Social Fresh for the fact that these presentations are available for review afterwards to subscribers. I had to miss the first presentation, but was able to watch later.
Marty Weintraub of aimClear
* Think of Facebook as an Email List. Likes” = “List size”, Messages = “Reach”, Opens = “Engaged users” and Actions = “Clicks”.
* Facebook is not a bad channel, but there are bad marketers. (Take that, GM!).
* Differentiate ads for Followers from ad for Friends of Followers.
* Work to convert “friends of followers” (2nd degree connections) into direct friends (1st degree friends). Conversion is much higher for 1st degree connections.
* With the legal challenges facing Facebook, especially in Europe -but also in the USA, target “friends of friends” ASAP, before this option is closed down.
* There were some very interesting suggestions on how to successfully and inexpensively target media to help market your business. (But you’re gonna hafta subscribe to find out how.)
Hussein Fazal of AdParlor
* Track both Click Thru Rate (CTR) and Click Conversion Rate (CVR) to optimize lowest Click per Acquisition (CPA).
* Repeated once again was the fact that the Image used in the ad was the most important factor on CTR.
* They test up to 200 different images to find the one that best converts among multiple target groups, and even then do variations on border etc.
* Landing pages should also be tested for how well they impact conversions. There were some concrete suggestions on how to make these pages more effective. Gotta subscribe…
Dan Slagen of Hubspot
* If your ad might involve a personal connection (phone call etc.) make sure you are staffed to handle responses when the ad is appearing.
* Click rates can vary during the day. Have the ad approved in advance of need and then start / pause during the day, for when your company is staffed to respond.
* Start your ad planning with the goal in mind. You need “x” sales. How many conversions doe this need, and thus how many clicks.
* Do NOT land on a home page. Land on a specially designed landing page, relevant to the ad – image, offer, etc.
* Vary your add by whether your target is “ TOFU” (Top of Funnel) , “MOFU” (MIddle of Funnel) or Other. (Want examples, subscribe…)
* The Facebook ad should provide a reason to “disrupt”. This ad is meant for ME, and I need to react NOW.
Looking forward to rest of this week. I will be at a Google Adwords seminar in Los Angeles on Thursday, so will probably blog about this on Friday. (Thanks again for he fact that these are recorded for later viewing.)