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1. Facebook Advertisements for Lead
Generation
Date: 8/March/2013
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2. Agenda
• How is Facebook Ads different from traditional, Google ads.
• The Synergy of Lead Generation!
• Case studies to begin with
• 8 Step Process for Facebook Advertisements
-> Setting Objectives
-> Defining Target Audience
-> Creating Landing Page (With Form)
-> Adding Incentive
-> Set Budget
-> Create Ads
-> Bid for Ads
-> Upload and Manage
• Practical Hands on Dashboard
• Practical Hands on Facebook Ads Power Editor (Difference)
• Re-targeting using Facebook Ads ( Using Email Addresses or Database You
Have)
• Facebook Conversion Pixels
• Case Studies
• Questions and Answers

4. Understanding Search Engine Advertisements and Facebook
Advertisements
Image Source: AllFacebook.com

5. 6 Reasons Why Facebook Ads are also
called Social Ads?

6. 1. India has about 110 Million+
Internet Users of which 62 Million
uses Facebook
That’s More than 50% of the Internet
Using Population..
Chennai has about 30 Lakh Facebook Users.
More than subscribers of TOI and The Hindu..
You Can’t Disagree to the Fact we are
more glued to Facebook

7. 2. Facebook is not just the ‘Youth’
thingy Look at the demographics..
Your Ads can be targeted only at the Specific Age Group & Gender

8. 3. You can deepen your segmentation
process
Education, Marital Status, Sexual Orientation ,
Organization, Birthdays!

9. 4. Your reach could be then narrowed
down to Interests of your TA.
Keywords, Keywords and Keywords!

10. 5. Y0u Decide the C0sts and N0t
Faceb00k!
Your Budget Can be As Less as 1 US $ to get Started
with Facebook Advertisement

11. 6. Ads Has Social Ability Too
If you engage with Ads, your Friends gets to
know about it!

13. Different Types of Facebook Ads!
Pay Per Click Ad
Like Based Ads
Page Post Advertisement
Application advertising
Sponsored Stories
Advertising External URL
Event Advertising
Facebook Offers
There are some more!

14. The One You See on Your News Feed…
Mobile or News Feed Ads
Promote Posts

15. Facebook Lead Generation Process
Define Create
Define Add a
Target Landing Set Budget Create Ads Bid for Ads Retargeting
Objectives Incentive
Audience Page
Image Source: blitzlocal

16. Objectives, creatives
for Facebook Ads
Attractive
advertisement &
landing page
Offers or Incentives
or Value Proposition
Lead or Sale
Email Marketing
+ Retargeting
Image Source: DealerPlatform.com

17. Set Objectives
Generate
Likes
Name
Generate Promote
Leads Post Phone Number
City
Designation
Organization
Promote Advertise Email
Applications Offer
Query
XYZ….
Promote
Drive Traffic
Choose the data points you want.
Event Phone Number, Email and Name is a
must!

18. Define Your Target Audience
Criterion Specify
Age Group Very important specification.
Geographic Location Country
Geographic Location City
Gender Depends upon your Business Model. Of
course Jewelry cannot be targeted at
Men!
Sexual Orientation NOT yet Valid in India! (No Bias)
Marital Status Works well on occasions (especially if
you are in a gifting sector) or matrimony
or into DETECTIVE agency!
Interests Add as much as relevant keywords to
reach out to niche.
Education

19. Creating Landing Pages
Landing Page is the first page that the audience sees when he/she clicks
on your Facebook Advertisement. This plays essential role in Generating
Leads.

20. Direct Landing Page on a External Website Toll Free
Logo Number
Bullet
Call to
Points
action
Form
Credibility
Factor
Trust Factor
Testimonial

21. Landing Page on a
Customized Facebook Tab
•
•

22. Add Incentives
This will enhance decision making & help you capture leads…
•Discounts and offers
•Early bird registrations
•Free downloads
•Freemium access
•Free access
•Enter into the Contest
•Discount Code
Incentive 1
Incentive 2

23. Facebook Ads Facebook
Dashboard Power Editor
Designing Facebook Advertisements!

24. To Begin with – See who is Targeting you!
https://www.facebook.com/ads/adboard

25. www.Facebook.com/Ads

26. The process…
The first step is to choose what you want to advertise. You can choose
an external URL or a Facebook Page, App or Event.

27. Pick from New Choices!
Get More Page You can write your own ad copy, but the title of the ad is still
Likes unchangeable as the title of your Facebook Page. If your Page name
is too long, the ad will only show the first 25 characters of your Page
name.
Promote Page This is a way to advertise one of your recent posts and the ad is
Posts prewritten for you. This type of ad still appears on the right side of
Facebook Ads, as shown in the preview, and it appears in the News
Feed where people can interact with the post itself right from the
a.
Advance Options Selecting this option allows you to have more flexibility in the
bidding on your ad. If you select this option, you still have the same
options of choosing to advertise your Page or a page post, and you
will have to make those selections initially. The main difference here
is in how you want to bid for your ad.

28. Remember, Relationship!
• There should be a correlation between your
landing page and your advertisement! You
Advertisement communicates about what you
have in Landing Pages to offer!
• Don’t Miss Lead!

29. The Relationship is Clear between Advertisement
and Landing Page of Makemytrip.com

30. How to Advertise? - Images
Use branding in
the images
Images of people should be clear, face should be essential y portrayed and
enlarged
Use colors in your image
that contrast with
Facebook’s shades of blue
Prefer horizontal images, than the vertical images. Prefer white background
and sharp edges.

31. How to Advertise? - Content
Ask Questions Reactive Titles For City Specific Targets / Events Don’t forget Call to Action
Be clear with your Give a compelling reason to click: access to promotions (deals, Ask people to LIKE your
message – what are you coupons, sweepstakes, contests, giveaways) brand
offering and why should a
user care?

32. Some Good & Bad Indian Examples!
Missing Call to Action Vertical Image

33. Using Power Editor to Manage Ads in
Bulk
Image Source: Blogergosum

34. 8 Good & Exclusive Things About
Power Editor

35. Customize Retargeting Allows Duplication Upload Bulk Ads from
using email / phone of Ads Excel
Choose From Type of
Advert
Create conversion
tracking pixel
Choose Your Ad
Placement (Desktop,
NewsFeed . Mobile)

36. Power Editor Value
1. Allows Different Kinds of Advert
2. Offers bulk uploads
3. Create conversions Pixels
4. Allows duplicating advertisements
5. Can manage all your pages from one place
6. Allows better placement of advertisements
(Mobile devices and on News Feed)
7. Allows Retargeting (Using email addresses you
owe) - You can create your audience
8. Allows you to go for Optimized CPMs

37. Integrate Conversion Pixels for Better
Optimization
Source: Marketingtechblog

38. Learn About Bidding Options!
How do you decide on Bidding Cost?
-On the basis of Split Testing.
-By running a trial
Cost Per Click (CPC)  You will be charged only when someone clicks the
Advertisement . Suggested one for driving traffic to Landing Page or External
URL.
Cost Per Mille (1000 Impressions)  To achieve goals related to Facebook.
Example: Facebook Likes (Get more Fans), Join Event, Play Game
(Applications) etc.
Optimized CPM: let Facebook optimize the delivery of your ads to reach any of
the following goals: Clicks / Action / Social / Reach. You can also manually
configure your objectives, bids and set a ‘Conversion Spec’
https://developers.facebook.com/docs/reference/ads-api/conversion-specs/

39. What's Conversion Specs?
Conversion specs allow advertisers using Optimized CPM
to optimize ad delivery for specific actions and also
include those actions in conversion reports. – Facebook
• https://developers.facebook.com/docs/reference/ads-
api/conversion-specs/

40. Split Testing Your Ad & Your Ad Budget
Ad #2
Campaign
#1
Ad #1
• Body of your ad
• Photo in your ad
• Headline of your ad (only for
external URL)
• Bidding model (CPM vs. CPC)
List of Things that you may want
• Sponsored Story vs. Regular Ad
to Split Test 
• Costing

41. Evaluating Ad Performance
Actions: 2 Likes
Clicks: 3
Reach: 2099
Amount Spent: $0.27 (CPC – 0.10 US $)
CTR: 0.088% (This differs)
Cost Per Click: 0.09 US $
Cost Per Fan: 0.13 US $ | Rs. 6.50 Per Fan

42. Reading Material/ Sources
• Hubspot: Examples of Facebook Ads http://bit.ly/Lo8tqw
• Hubspot: How to create Killer Facebook Ads (Downloadable PDF)
http://bit.ly/wZoWPQ
• Hubspot: Simple Step by Step process on Facebook Ads http://bit.ly/Kp3ncc
• Social Media Examiner: How to use Facebook Ads, an introduction:
http://bit.ly/IlpSez
• Social Media Examiner: Make your ads effective: http://bit.ly/KqGSS2

43. Facebook Ads Success Case Studies
Source: Facebook

44. Case Study 1
EMC Academic Alliance – Generating enquiries and enrollments using
Facebook Ads
Facebook Ads Results
•Interests targeting was used to reach a selected •30X ROI on spend on Facebook Ads from sale
group of users of tickets
•Users were targeted geographically based on •10,500 tickets sold directly using Facebook Ads
the cities in which the event was planned •35%of all ticket buyers were invited by a
•Events were advertised to prospective fans Facebook friend to the event
who could RSVP directly through the ad
•Friends of connections targeting was used to
reach friends of the fans of the Page.
•Sponsored stories were used extensively to
generate new fans for the Page.

45. Facebook Ads Results
•Invests in Sponsored stories in •30%of all student enrollment queries
conjuction with country and age originate from Facebook10% increase in
targeting to reach friends of current fans. students enrollment400% increase in
•Ads related to career opportunities are website traffic over the last year
targeted to relevant students. •2X increase in enquiries from
•Page post ads targeted to current fans universities/institutions to join the
are used to boost specific posts program
•Regular engagements. •1 million users on Facebook educated
about EMC World, an annual IT
conference, due to Page posts

46. INR 1.5 million/month generated from Facebook
150K+ users see content from the Page every day
1,500 stories are created by Page users each day
Built support base of 90K engaged fans that doubled contributions
in past 12 months
Grew Page fans by 4000% in last 12months
Sales increased by 300% in the second year of operations
Received 5.3 M viral impressions to Facebook Page during 2012
Olympics
25% of online revenue comes from Facebook, with a very high
degree of repeat purchases among Page fans
5X ROI on total advertising spend with Facebook
30%-40%of website traffic comes from Facebook

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