Using Facebook Ads to Increase Page Fans (10/2/2009)

This webinar was recorded in October of 2009. We make no promises that it is up to date. For example, we know “Facebook Fan” is outdated terminology and has been replaced with likes. CALI’s marketing guy, Austin Groothuis, started experimenting with Facebook Ads July 2009 to improve stagnant Facebook Page fan growth at the time. Much to our surprise, this nearly doubled fans in three months, and this was pretty clearly because of the ads. While we invite anyone trying to increase Facebook fans to watch, this is a basic intro to Facebook Ads. The presentation is geared toward folks who maintain Facebook pages for their CALI member school or organization who have yet to try Facebook Ads. So please forward this along to your school’s marketing, communications, alumni relations, and/or recruiting departments. UPDATE : At one point in the presentation I say don’t worry about CPM, implying that you shouldn’t create Facebook ads based on impressions. That’s not quite true. In recent campaign, click-through rates were were high enough that it was actually more economical to use CPM. Facebook calculates the CPM for ads that are based on CPC. If you’re having good luck with your click-through rates on your ad that is a pay per click ad, and you notice that your CPM for this ad is higher than what you would have to bid in a similar CPM ad, make a new ad just like that one, but pay based on CPM. That way you’ll get more clicks for the same budget.