1. How to bet on
Facebook Advertising
and beat the odds

2. Your SMBs Want Results I want more
business!

4. What stages of the funnel are mot important for SMBs – LSA survey 3.2016
What is important for the SMBs?

5. What is important for the SMBs?
1. Website
2. Social Media (tie w/SEO)
3. Search Engine Optimization
4. Email Marketing
5. Search Engine Marketing
‘Essential’ Tools for Online Success – LSA SMB survey 3.2016

6. No traffic…
…No results

7. SEO is not dead, however ... it
does sometimes stink like a fish.
Google is claiming more and more
real estate on the SERPs...
Andrew Shotland
@localseoguide

8. The best place to hide a
dead body is page 2 of
Google search results

9. Only a fraction of the content really converts

10. The organic post reach of a typical SMB
Facebook pages has dropped to ~2%

11. SMB Facebook page with 9725 fans

12. “Likes” is a vanity KPI

13. Pay to Play!

14. Who should you bet your SMBs
ad budgets on?

15. Search advertising vs. social advertising

16. Google AdWords vs. Facebook Ads
Facebook Ads Google AdWords
Intent to buy No Yes
Targeting accuracy Very high Limited
Informative & rich Yes No
Cost of media Cheaper Costlier
Cost of providing service1 Medium - High High
Expertise of media manager Medium High
% conversions Lower Higher
Cost per click Low - Medium Medium – Very High
Mobile experience Rich Poor2
1Using Facebook & Google native interfaces
2Good for driving calls

17. International
performance
insights Q4 2015
Facebook Ads

18. Country Boarding Kennels case
CPC 0.22£
CPC 0.68£
Facebook Ads
Google AdWords

19. Serving small businesses
is not like serving brands

20. SMB marketing budgets vs. SP type
Digital Agencies Big DIFM SPs DIY & Freelancers
$10 - $200$200 - $500$500 - $2000$2000+

21. Serving medium vs. small business
Medium+ Business SMBs
Monthly budget >$2000 $200 - $2000
Main goals Awareness and conversions Conversions
Main challenges Optimized ROI ROI
Effort spent on Setup and optimization of multiple
targeting and creative variation
Setup and monitoring of large
number of small budget accounts
Cost of service /
cost of media
Reasonable High
Churn probability Average High

22. Serving Facebook ads – the math (US)
+Average Media Manager monthly salary - $3600
+Average SMB monthly ad budget - $400
+Management fee 30% - $120 per account
+Number of accounts needed to cover salary cost - 30
+Number of accounts a media manger can cover* – ~20!
*Using Facebook native Ads Manager or Power Editor

23. Customer case –Digital Marketing Unit
+Search Engine Optimization (SEO)
+ 21 people, 400 accounts
+ Using a marketing platform: YES
+Search Engine Marketing (SEM):
+ 6 people, 650 accounts
+ Using a marketing platform: YES
+Social Media Marketing (SMM)
+ 11 people, 240 accounts
+ Using a marketing platform: NO

24. The customer challenge
+Improve the efficiency of the Social Media Marketing team:
+ Increase the number of accounts per media manger by 50%
+ Increase campaigns effectiveness by 20%
+ Improve the quality of reports sent to customers
+ Improve budget management and control

25. 45%
30%
25%
Campaign setup
Campaign optimization
Reporting & cusomer
interaction
Small business campaign effort breakdown
• All media managers see
all campaigns
• Constant drilling up and
down the campaign
hierarchy
• No way to see which
account needs attention
• No budget control
• Manual process
Involving translating FB
insights to a language
SMBs can understand
• No standard reporting
templates
• Huge effort in rekeying
detailed targeting info
• No reuse of existing
content
• No reuse of “business
know how”

26. Facebook Ads Manager
+ Manage budget allocation and
consumption
+ Focus on accounts that need attention
with rule based alerts
+ Re-use owned content (website pages,
products, coupons & blog posts)
+ Create and reuse targeting templates
across verticals
+ Generate “success” reports easily
understood by SMBs

27. Camilyo is bridging the gap between small businesses
and digital consumers by enabling small business to
attract, convert and retain consumers online.
Camilyo’s Mission
attract convert retain

28. The Local Marketing Operating System
ADMINISTER
ATTRACT
CONVERT
RETAIN
SELF MANAGE

29. Why Camilyo?
+ Dramatically reduce your operating and licensing costs
+ Provide SMBs with “all they need marketing” at a price point they can afford
+ Generate new, revenue streams by offering recurring services
+ Establish a “point–of–sale” for additional services via the SMB portal
+ Get your SMBs involved and “hooked” on online success
+ Focus on delivering value & ROI

30. Thank You!