Session Description: Learn about advertising on Facebook and how affiliates can reach over 100 million members. Join us for a panel discussion including a Facebook representative covering all you need to know. The panel consisted of:

• Dennis Yu, CEO, BlitzLocal, LLC (Twitter @dennisyu) (Moderator)
• Zac Johnson, President / CEO, MoneyReign Inc. (Twitter @moneyreign)
• Jeremy Schoemaker, President, ShoeMoney Media Group, INC (Twitter @shoemoney)
• Alex Schultz, Manager, Facebook (Twitter @alexschultz)

Unfortunately a lot of this session went over my head.  This session was really geared more for people who have already played around with advertising on Facebook.  I was hoping for more of a how-to, but I guess the session that I missed at Affiliate Summit West in January was where they did the intro, and this was a follow up.  I did get some notes, so I’ll go ahead and share them in hopes they might help you!

Bullet Point Review!

• It’s been a big challenge scaling up to 20 million users.
• A few months ago it seemed like they were changing policies every week, so they have tried to cut back on changing policies
• They are now focusing on helping the advertisers.
• The targeting is incredibly specific, and they can now target by birthday.
• They’ve set up the email affiliate@facebook.com – 24 turn around time for answers if you have a problem with denials.
• Advertisers need to understand that keywords in their system don’t mean the same as in Google so there’s a bit of a learning curve.
• Remember to make ad copy brief to draw the eye to it.
• Try changing the background color of the ad to get attention.
• A lot of people don’t use the Facebook reporting, but it’s useful to see who’s actually clicking on similar ads and target them even deeper.
• Direct linking is okay, but test to see which works best for your offer.
• There has been a lot of complaints about inconsistencies in the approval process, but if you upload 99 ads and 1 gets declined, it’s a mistake not inconsistencies.  Email them and they can easily correct the mistake.
• If you play on the boarder of ethics, you’ll have a difficult time getting approved.
• Fan pages work well for organic rankings.  They work like a newsletter.
• If you use a vanity URL that’s a trademark, it will be taken down because it violates trademark laws.

Some of this did actually help me, so I hope it helps you!  Alex from Facebook had a TON of information to share, and I was a bit surprised that Zac Johnson and Jeremy Schoemaker were so quiet as they’re usually pretty outspoken, but it was still a lot of good information for affiliates who are already advertising on Facebook.

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Targeted Marketing:

• The act of making the right offers available to the right customer at the right time.

So, I added “available” to the definition, although I think that might just have been a typo from the original article online.  Like visitor segmentation, targeted marketing will boost conversion rates by giving the visitors what they want.

I’ll take a minute to talk about the ills of NOT using targeted marketing.  If you have a website about memorials for lost loved ones, don’t serve ads for dating services.  If your website is about international delicacies, don’t serve ads for pet adoption – it sends the wrong message.

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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine

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