Facebook brings businesses and people together

People like you are using Facebook to nd

customers and grow sales
25M businesses with Pages
1M+ active advertisers
Proven results
29.6%
40.9%
14.9%
7.7%
7.0%
43.60%
37.40%
11.90%
4.50%
2.80%
Digital
TV
Radio
Print**
Other
Share of Time Spent per Day with Major Media US Adults 2010-2013
2012
2015
Your customers spend more time than ever in digital channels
Source: eMarketer, July 2013
**ofine reading only
Your customers likely spend more time on Facebook
than on other online destinations
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Mobile Time Spent
Desktop Time Spent
Source: Data calculated from comScore Key Measures and Mobile Metrix US, July 2013
(&+
of total mobile
time spent
Facebook and
Instagram are
Time spent on mobile & desktop (US)
Your customers are likely Facebook regulars
Every day. Every month.
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile
phone users calculated with data from eMarketer, April/May 2013
&(,-
people daily
of monthly active users return daily
'(+
&"&-
people daily on mobile
&'.-
people monthly
'*+
of internet
users in
the US
Thats
&*(-
people monthly
on mobile
$,+
of mobile
phone users
in the US
Thats
Facebook inspires purchases
Source: Vision Critical, June 2013 (based on interviews with 5,657 consumers in the US, Canada and the UK)
!,+
of respondents have
made a purchase as a
result of a share
or like
!"+
in-store
(.+
online
Drive higher returns for your business
Source: Datalogix, June 2012
/!0
Over 70% of
campaigns had a
return on
ad spend
/$0
and over 49% of
them had a
return on
ad spend
Lets start with your goals
Facebook is designed to meet
your primary marketing goals
Build awareness of your business
Bring people to your business
Increase website clicks or conversions
Use Facebook to bring more people
to your business
Follow these steps to build a bigger business presence on Facebook
Complete your Page Create Content Advertise Measure
Use your Page to promote your business
Complete your Page to attract more people:
Complete all Page prole info
Use a cover photo of the outside of your business
Invite customers, friends, family and email
contacts to like your Page
Use Facebook store signage
www.facebook.com/business/signage
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Prole data helps people nd you on Facebook
.(+
of searches for
local businesses
via social are
on Facebook
1
People search for places,
businesses, people and things
Results show an image, street
address, hours of operation,
and map location
Users can rene results by
type, location, friends, etc.
Connections with your Page
drive discovery
GOAL: IN-STORE SALES
1
Source: Neustar Localeze and 15miles 6
th
Annual comScore Local Search Usage Study
Create Content Advertise Measure Complete Page
Prole data gets you discovered on Nearby
GOAL: IN-STORE SALES
1
Source: Facebook Internal Data
Create Content Advertise Measure Complete Page
&&!-
Check-ins
each month
1
Create engaging Page content
Follow these steps to build a bigger business presence on Facebook
Complete your Page Create Content Advertise Measure
Create post content that appeals to customers
Fun, regular posts encourage customers to visit
your business.
Tips for engaging Page content:
Experiment to learn what works best with your
customers. Questions can be a great place to start
Play on products that are customer favorites
Use large, colorful photos
Schedule multiple posts in advance to save time
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Customer-submitted posts can be very effective
Ask customers to submit their user photos.
Tips for getting customer submissions:
Feature a customer of the week based on who
checks-in or posts images from your business
Ask customers to post their tasteful photos
on your timeline
Offer discounts or special gifts to customers
submitting the best photos
Encourage other customers to vote on posts
as part of promotions
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Consider a Page promotion
Run promotions on your Page
Tips for running a successful Facebook promotion:
Post promotions that are tied to your business
objectives
Use promotions to build awareness for a new
product, service or location opening
Make promotion prize compelling
Follow Facebook posting best practices: fun
images and compelling text work best
Create Promoted Posts or ads for your Page post
to broaden the reach of your promotion
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Your Page posts appear in users News Feeds
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Page Posts Fans and friends News Feed
Only so many updates can appear in News Feed
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Page Posts
Only most
relevant content
appears in News
Feed
Fans and friends News Feed
Pages Manager app
Manage your Page from your smartphone while
on the go. Available for iOS and Android devices.
Handle key Page management tasks from anywhere:
Post new updates and photos
Respond to comments and messages as they arrive
Access important Page Insights metrics
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Page Insights
Use information on your audience and posts to improve
your ability to reach with customers.
Stay on top of your Page posting activities:
Measure the number of people reached by posts
Understand what posts people like the most
See demographic data about your Page followers
Plot the time of day your followers are online
Track new Page Likes
Stay on top of how your Page posts are performing
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Advertise your business on Facebook
Follow these steps to build a bigger business presence on Facebook
Complete your Page Create Content Advertise Measure
Choose your advertising objective
Choose to get page post engagement, page likes, Offer
claims or event responses.
Promote posts about products and services
Increase your audience on Facebook
Offer coupons customers redeem at your business
Bring people to your business for an event
Facebook advertising is built around your objectives
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
There are 2 places you can create ads
GOAL: IN-STORE SALES
Your Page
Ads Create Flow:
facebook.com/ads/create
Use the Ads Create Flow if you have more time and want to:
Test different kinds of ad imagery and copy
Build advanced types of targeting groups
Manage campaigns consisting of several different ads
Boost posts and create ads from your Page if you want to:
Build your rst Facebook ad
Boost a single post or ad
Target your ad only to your surrounding community
Create Content Advertise Measure Complete Page
There are 2 places where you can show ads
GOAL: IN-STORE SALES
News Feed
Desktop and Mobile locations
Right Column
Standard and Homepage locations
These ads show in the right column on Facebook when people
are using desktop computers. Theyre a great way to:
Test new offers targeted to different audiences
Promote content that will get people to click to your Page
Supplement News Feed ads
Ads have been redesigned to get more people to notice
your business:
Larger images get more attention from Facebook users
Ads can be displayed in News Feed and the right column,
reaching mobile and desktop
In a recent study, Facebook advertisers saw 26x higher
ROI with News Feed ads
1

1
On average, advertisers saw a 53% ROI using Page post link ads.
See: http://www.nanigans.com/2013/06/17/how-page-post-ads-in-the-newsfeed-drive-direct-response-and-ROI-study/
Create Content Advertise Measure Complete Page
Page Like ads
Ads that build awareness and event attendance
Event ads
GOAL: IN-STORE SALES
Build a local audience to keep your business top-of-
mind when people make purchases

Entice Facebook users close to you to like your Page,
so they receive updates about your business
Promote special events designed to bring more
people into your business

Customers get all pertinent event information and
simply click a button to join the event, and receive
future reminders
Create Content Advertise Measure Complete Page
Ads that promote products and build store trafc
Offer ads Page post ads
GOAL: IN-STORE SALES
Composed of a post from your Page. It can include
a photo, video, link or text

When using photos, keep text overlay to a minimum.
Images with more than 20% text will be not be
approved
Distribute targeted deals that get customers
to purchase at your business

Interested customers claim the offer on Facebook
and receive an email coupon that is presented at
your business
Create Content Advertise Measure Complete Page
Choose how you want to target your ads
Data type
Geographic
Interests
Demographic
Lifestyle/life-stage
Application for your ads
Interested in skiing
New parents
iPad user
Food & wine acionados
In market for entry level car

Ads Targeting
Tool
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Ads Insights
Track the ongoing progress of your ads in the Ads Manager.
It allows you to:
View all of your Facebook Ad campaigns in one place
Make changes to your ad creative, bids and budgets, and
pause or restart your ads at any time
View and export reports customized to your needs


Stay on top of how your ads are performing
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
Facebook.com/ads/manage
Kays Designer Consignment
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
BACKGROUND
Kays is located in Ormond Beach, FL. Kay spent thousands of dollars advertising
in local newspapers and tourist guides that produced only had a handful of sales.
Facebook gives her up-to-the-minute connections with customers and
consignors. Kay can get the word out instantly, at a far lower cost and a far more
effective delivery rate.

Our business has grown tremendously using Facebook Ads. After 11 years in
business, weve learned that print advertising simply doesnt work. Facebook
does and it helped us achieve a 30% sales increase. Were growing our business,
and even shipping items outside of our area on a consistent basis. Facebook also
helps us keep in touch with out-of town clients and run local fundraisers.
--Kay Gibbs Martinovic

RESULTS
23x return on ad spend ($2300 in ads led to $55,000 incremental sales)
30% overall increase in sales
40% increase in average transaction value in 9 months
Kay Gibbs Martinovic, Owner
Karaoke Heroes
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
BACKGROUND
Karaoke Heroes is the only karaoke bar in the state of Connecticut, and the only
superhero karaoke bar in the U.S. They're all about interactivity in nightlife--
creating a self-afrming nightlife experience. Andy Lebwohl was a big-rm
lawyer who needed a change. He went to business school and put together a
business plan combining his two favorite things-- karaoke and superheroes. Andy
validated the business concept exclusively through Facebook, raised some
investor money, and the rest is history!

When we rst opened, three-quarters of new customers indicated they had
heard about us through Facebook advertising. As word of mouth has grown, that
has dropped to about half, but the value hasn't changed-- Facebook ads bring
bodies in our door! From being deep in the red when we opened, we're now
solidly and consistently in the black, and about 2/3 of that is from customers who
found us through Facebook.

RESULTS
50% of new customers come through Facebook
4000+ local likes theyve almost saturated the New Haven area
Regularly sell out big events (New Years Eve, Karaoke Contests) on Facebook
Andy Lebwohl, Owner
Rice Creek Family Dentistry
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
BACKGROUND
South Carolina couple Andrew Schweiger and his wife, Dr. Andrea Schweiger,
wanted to provide superior customer service and family dentistry services. They
also aimed to reduce patient anxiety commonly associated with dental
appointments and create an inviting ofce, with easy-to-understand education
materials. Their strong focus on building trust and strong patient relationships
has been successful and helped them open a second location in 2011.

"Facebook's Promoted Posts have performed phenomenally for our family
dentistry business. We've linked our posts to a contact form, so prospective
patients can schedule their rst appointment without even leaving Facebook!

RESULTS
20% increase in new patient trafc
29X average return on advertising for Promoted Posts
7x return on ad spend from regular Facebook Ads
Andrew Schweiger, Co-founder
Facebook is designed to meet
your primary marketing goals
Build awareness of your business
Bring people to your business
Increase website clicks or conversions
Use Facebook to drive online sales and trafc
Follow these steps to build a bigger business presence on Facebook
Complete your Page Create Content Advertise Measure
Use your Page to drive online sales and trafc
You dont need a Page to advertise on Facebook,
but having one can help direct more clicks to your
website.
To get the most out of your Page:
Include a link to your website, general email
address and phone number. This info helps
your ranking in Facebook search results
Use a cover photo of your product or
business category
Invite customers, friends, family and email
contacts to like your Page
GOAL: ONLINE SALES
Set up Ads Target Ads Optimize Ads Complete Page
Choose your advertising objective
Choose to drive trafc to your website or to increase
website conversions.
"Clicks to Website (basic): These ads are optimized
to get more people to visit your website
"Website Conversions (advanced): These ads are optimized
to increase website conversions by using a pixel to track
conversions such as checkouts, registrations and leads
Facebook advertising is built around your objectives
GOAL: ONLINE SALES
Set up Ads Target Ads Optimize Ads Complete Page
Facebook.com/ads/create
Choose where you want to show your ads
GOAL: ONLINE SALES
Set up Ads Target Ads Optimize Ads Complete Page
News Feed
Desktop and Mobile locations
Right Column
Standard and Homepage locations
These ads show in the right column on Facebook when people
are using desktop computers. Theyre a great way to:
Test new offers targeted to different audiences
Promote content that will get people to click to your website
Supplement News Feed ads
Ads have been redesigned to get people to visit your website:
Larger clickable space: photo and text block link offsite
Reach more people: ads can be displayed in News Feed
and the right column, reaching both mobile and desktop
Get better results: In a recent study, Facebook advertisers
saw 2.2x higher ROI with News Feed ads
1

1
On average, advertisers saw a 53% ROI using Page post link ads.
See: http://www.nanigans.com/2013/06/17/how-page-post-ads-in-the-newsfeed-drive-direct-response-and-ROI-study/
News Feed ads
To create engaging News Feed ads:
Keep posts short, simple and authentic
Use lifestyle photos or attractive product
imagery
When using photos, keep text overlay to a
minimum. Images with more than 20% text will
be not be approved

These redesigned ads offer the largest amount of clickable space for your website link
GOAL: ONLINE SALES
Set up Ads Target Ads Optimize Ads Complete Page
Right Column ads

These ads are a great way to test creative and
targeting if you dont have a Page.

To create engaging Right Column Ads:
Use lifestyle photos or attractive product
imagery
Focus your ad copy around the value your
product,
offer or business provides to customers
Ad format optimized to drive people to websites outside of Facebook
GOAL: ONLINE SALES
Set up Ads Target Ads Optimize Ads Complete Page
Ads Insights
Track the ongoing progress of your ads in the Ads Manager.
It allows you to:
View all of your Facebook Ad campaigns in one place
Make changes to your ad creative, bids and budgets, and
pause or restart your ads at any time
View and export reports customized to your needs
Stay on top of how your ads are performing
Set up Ads Target Ads Optimize Ads Complete Page
GOAL: ONLINE SALES
Farmgirl Flowers
GOAL: IN-STORE SALES
Create Content Advertise Measure Complete Page
BACKGROUND
Farmgirl Flowers is a SF-based online orist started by Christina Stembel to offer
owers from local farmers. The company has made sustainability a priority, using
only bicycle delivery and offering just one arrangement each day to reduce
waste. Christina wanted to increase clicks to her website to grow sales. Facebook
offers her a way to increase trafc and sales on her ecommerce site.

Facebook delivered such strong results in driving online sales and trafc to our
site that we no longer bother with other traditional marketing channels. Our ad
campaigns have helped us reach new audiences and mobile users, which is
important since many customers order owers on the y. We've grown 3-4X
annually and Facebook has played a crucial role in our growth story.

RESULTS
12X return on ad spend
25% increase in online sales from ad campaigns (between June 2013 and
September 2013)
20% increase in website trafc in 12 months
Christina Stembel, Owner
www.facebook.com/business
www.facebook.com/help
Advanced tools for boosting online sales
GOAL: ONLINE SALES
Power Editor
Power Editor is a tool that helps businesses manage
multiple campaigns or a large volume of ad creative
Power Editor makes it easy to create, edit, manage and
optimize ads, campaigns, and Page posts in bulk, across
a large number of different ad accounts and Pages
Save time by mass-editing ads and Page posts across
campaigns, accounts and Pages, and creating ads in bulk
Manage Facebook campaigns at scale
GOAL: ONLINE SALES
Set up Ads Target Ads Optimize Ads Complete Page
Custom Audiences
Custom audiences make it easy to target specic
customers or prospects at scale. They allow you to:
Match your customer list against Facebook users in a
secure and private way. Email match rates are typically
greater than 60%
Use your customer list together with Facebook standard
targeting, such as demographics and location, to reach
highly engaged customers
Reach existing or new customers on Facebook with customer data you already have
Set up Ads Target Ads Optimize Ads Complete Page
GOAL: ONLINE SALES
Lookalike Audiences
Lookalike audiences let you nd more people who are very
similar to a customer list you care about, and reach new
people who are likely to be interested in your business.
Simply create a custom audience based on your existing
contacts, and use lookalike audiences to nd people on
Facebook with similar demographics and interests
Its a great way to expand your reach and drive more
high-quality customers to your site, at no extra cost
Find more people who look like your best customers
Set up Ads Target Ads Optimize Ads Complete Page
GOAL: ONLINE SALES
www.facebook.com/business
www.facebook.com/help