Continuing from Facebook Ads Summit – Info Dump 1.  Before they took us on a tour of the Facebook headquarters we got the most animated speaker of the day.  He is an ex- affiliate marketer who is the Manager of Internet Marketing for Facebook Ads.  So when you see the ads for the Facebook Ads platform on your ad board he has done his job better than you and I have done ours.  He competes head up with us there.  He also managers the search engine strategy for advertising Facebook Ads off the site.

What we quickly learned about this guy is that he is definitely an advocate for not just affiliate marketers but for all of the marketers.  He was on the same page with our strategies throughout.  Although most of what he revealed from his testing would help mainly brands (his testing showed that when he ran keyword campaigns on Facebook it showed a lift in his search engine traffic), it led me back to thinking about that damn social graph and how we could tweak our campaigns to take advantage of the social actions that are on Facebook.  Browse around your profiles, there is opportunity sitting there staring at all of us in the face.  When your friend does pretty much any action on the network, don’t you get updated that they like, fan, love, commented, breathed?

Facebook brought in the landing page guru, Tim Ash of SiteTuners.  Tim was excellent.  He shared his 7 deadly sins of landing page design which made everyone really take a step back and rethink some of things they were doing with their pages.  His book, which he gave us a copy of and I recommend you reading, is titled Landing Page Optimization and spells out how to build landing pages that convert.  Although some of what Tim said we have all heard before, it was comical to go back and look at pages that we have done that have one or more of these 7 deadly sins.  I am sure your pages might have them too.  Start by looking at it from the visitor’s point of view – which means you have to know who your audience is.

The last speaker of the day was there to talk about best practices.  We had worked with the Facebook team tracking certain things for months and they had compiled data from different advertisers there that showed trends which led to their best practices guides.  I am trying to get a copy of the entire document he used during the presentation to present to you and will as soon as I hear back from him.  Alot of it we have shared with you here on other posts like Top 10 Facebook Ad Tips but if sends it I will re-post.  Here is a taste of each of the categories he went over:

• Strategy – keep it fresh.  Once you’ve run 3x the impressions as there are users in your target audience, swap out images or try a new value proposition to the same group.
• Targeting – measure seasonality.  Be aware of how external variables effect your CTR and conversion rates.  School year cycles, sport seasons and holidays offer ripe targeting opportunities.
• Copy – Be concise.  Test copy the has 5 words or fewer.
• Images – focus.  Use a single, clear object.
• Optimization – review your reports.  The clicker demographics might give you new ideas on how/who to target.

After that we had dinner at Cafe X, which again was excellent.  And then we went and hung out for happy hour with the Facebook team.  All in all, it was one of my favorite affiliate marketing trips in my eight years in the industry.

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