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Mukul: So Brad I know you have done a lot of media buying online um so can you tell
us a little bit about that? Brad: Well ya um you know over the last couple
of years my company has done a lot of experimentation in media buying and ah we burned through a
lot of cash and I probably know a lot more about what not to do than what TO do but for
for for our clients most of which want the most *** for their buck and there have been
a few cases where we have had companies that have been willing to blow money on any kind
of branding but ah for a company that wants to get the most *** for their buck we found
that the best money spent on ads was on facebook um facebook ads is one of the few platforms
left that allows you an amazing amount of branding and what I mean by that is when you
buy traffic from google ad words you are only getting that text placement of that ad and
a lot of the time you don't really get a chance to put your name in it because the ad has
to be so captivating that you need to capture that click so putting your name in it actually
devalues your click through rating M: Okay
B: The difference on facebook is that google is a portal google is a site that we go to
to leave M: Yeah
B: We literally want a one step process I want to enter a search, land on a page and
leave google. Where facebook is more about retaining people. So on facebook someone will
visit dozens of pages on that website and they may never click an ad and so the great
thing is the facebook ads platform allows you to generate a rediculous amount of branding
for very little money for yourself so you can put an ad of facebook ads that has your
domain name in it that has your phone number in it all these things that would be counterintuitive
in a google ad will work really well on facebook and facebook if you are buying traffic on
a CPM basis on facebook they don't even care if you do that they will allow you to get
away with that so um on average I think that the numbers for us has been you know one person
in every 1,000 will click on the ad which means you are getting 999 eyeball impressions
of your ad for free. M: Okay so I know there is pay per click and
there is impressions on facebook which one do you recommend? What has your experiments
told us? B: For the longest time we were purchasing
on a CPC cost per click basis and ah the average price was anywhere from 50 to 80 cents per
unique click that we generated on facebook M: Okay
B: And I recently went to the Affiliate Summit in Vegas and there was a facebook ads panel
there and all the big advertisers that work with facebook agree that CPM which is for
those of you who don't know what CPM means Cost Per Mil basically every time a thousand
every time your ad is seen a thousand times you pay a fee
M: Okay B: Now on facebook that could be anywhere
from 12 cents to 50 cents per thousand impressions so if you are getting one click per thousand
impressions you are paying 25 cents than your price is a lot lower per click than if you
are paying say 75 cents per click M: So you definitely recommend you've experimented
with both and you would recommend to go by impressions?
B: CPM Cost Per Mil impressions is definitely more is ah cheaper in the long run yes
M: Have you experimented with any other ways of marketing on facebook?
B: Ah no for us it's all been paid advertising we have done some work with facebook groups
and facebook fan pages but for the most part the real money we made came from facebook
ads M: Ah that's pretty cool now with facebook
ads let me ask you a question here, um I know you can narrow down onto certain topics how
does that work? B: Well they have a platform which you log
in to and it allows you to target who you want to see your ad so if you can literally
just like when you sign up for facebook and it asks you how old you are what your hometown
in what your occupation is ah what your hobbies are all those other things ah the advertisers
don't see all your information but what they are able to do is they are able to target
you so as a for instance on my facebook one of my hobbies that I have mentioned is yoga
and so I get a lot of ads for yoga videos, meditation products, things that fall into
that niche because marketers know that if I've put yoga into my keywords as a hobby
they know that those specific products will sell better to me. Another example of another
good example is my assistant Megan lists herself on facebook as engaged and so a lot of the
ads that she sees is for wedding photographers, wedding planners, you know ah ah ah event
oh um sorry ah M: Nice
B: Locations for them to hold their wedding all these wedding related ads are being explained
to her because they have targeted her as engaged M: That's pretty cool so a good example of
this would be that real estate agents can target a certain city right or a local business
can target a certain city and people are seeing it over and over and over again so now your
name is basically in their mind B: Yup and we have done that ourselves with
local clients like a really good friend of mine owns a day spa in my small town and I
basically do her internet marketing in exchange for spa treatments um but she ah was having
trouble selling gift certificates and this worked out really well for her. She came to
me in November and said you know gift certificate sales are way down from last year what am
I going to do? We put a facebook ads campaign together and I'll never forget it because
she came to me in January a little bit scared because we generated a lot of business for
her she said tons of customers were coming in buying gift certificates "I saw your ads
on facebook" and she came to me and I could see the look in her eye and she was like where
is the facebook bill? And I went on to facebook and I logged in and she had spent $44 in total
on traffic M: REALLY?
B: and it generated a ton of business for her it turned around her gift certificate
sales that year so um because she was a local business the key here when you are in a small
town especially if you are advertising your business everyone knows who you are already
you know if you she has a corner business she is a big company in our small town everybody
knows the name The Body Bar so and so when her ads were all over facebook people didn't
have to click even they just knew that the body bar was selling gift certificates and
they would show up the next time they were driving by they would just pull in and buy
a gift certificate M: That's very interesting. One more question
let me ask you I know the approval process is a little bit tricky on facebook
B: Yeah M: and uh so could you give us any tips for
the approval process? B: Uhhm yeah a point of frustration for us
has always been the approval process uh facebook has a really stringent approval process because
they want to ensure the best user experience for their users which is more than fair ah
in many cases they don't want you promoting affiliate products in many cases they don't
want you promoting anything that is diet or health related um in many cases they don't
want you um ah take them to a page that has a pop up window or ah you know how a lot of
marketers use these these um call to action when you exit there is these little window
that pops up that says are you sure you want to leave or something like that they won't
accept any of that kind of stuff but one of the things that I have also discovered is
that if you are promoting something on facebook that has got an opt in box or has some sort
of registration you will need to write into your ad "Register for your free..." whatever
it is if you don't if you just say um free download of a video game and you don't say
register for your free download they will kick your ad back because there is a registration
step that you didn't spell out so and what is good about that is that will actually lower
your clicks but also your quality of traffic because people know when they get to your
page they are going to have to fill out a registration form so there's some little tricks
like that I would probably say that whatever you're doing on facebook it's always better
to be up front and to spell out to the user what they are going to have to do when they
get to your page and usually that gets you through the approval process but it also improves
your traffic quality M: Yeah you want targeted traffic no matter
what the source you want you want traffic targeting. Do they have a problem with you
putting your website name right on your actual picture?
B: um nope as long as the domain is yours and the product you are promoting on that
domain belongs to you they don't have a problem with that
M: So what you could do for impressions is put your domain name or your phone number
and all that if you are a local person B: Yep
M: Right on there and you are actually paying less money
B: Absolutely M: And make more yourselves
B: And a local business could even just say drop by and visit us or something like that
in the ad the call to action doesn't have to be click the call to action could be call
us or drop in or one of those other things M: So that is pretty cool getting an advertisement
for free pretty much and people are seeing it over and over again
B: It's as close to free as it gets M: Alright well thank you very much Brad for
explaining advertising on facebook