Facebook 101 ad:tech SF 2012


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Chris Knoch, VP, Client Services, Kenshoo Social
Reid Spice, Director of Product Development, Kenshoo Social lead Session : Facebook 101 at ad:tech San Francisco, April 2012.

They demonstrated how to create simple, effective Facebook ad campaigns from first click to last..

The session included tips on interest-based targeting, budget optimization and understanding campaign performance reports, along with examples of well-performing campaigns from a variety of brands.

Published in: Technology, Business
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Facebook 101 ad:tech SF 2012

  1. 1. GETTING STARTED ON FACEBOOK Kenshoo: Proprietary & Confidential Information
  2. 2. AgendaQuick IntroSocial Campaigns OverviewWhat Can I Promote on Facebook?Facebook Ads UIBreaking Down Facebook Ad ElementsSetting Up A Facebook Account Kenshoo: Proprietary & Confidential Information | 2
  3. 3. Kenshoo – Global Marketing PlatformGlobal Company, Founded in 2006 in Tel AvivBacked by Sequoia Capital and Arts AllianceFive years of 100% YTY revenue growthToday: 12+ global offices, 280+ employees Kenshoo: Proprietary & Confidential Information | 3
  4. 4. Kenshoo – Global Marketing PlatformFounded: 2006 in Tel Aviv, IsraelBacked by Sequoia Capital and Arts Alliance300% average annual revenue growth $15 billion annual customer sales revenue directedToday: 10+ global offices, 200+ employees through Kenshoo Product 1st – 75% of Kenshoo Focused on Product 33 billion+ social ads delivered monthly on Facebook Campaigns running in over 100 countries 320 clicks and conversions tracked every second Enabled a Top Non-Gaming App Campaign in 2011 Kenshoo: Proprietary & Confidential Information | 4
  5. 5. Kenshoo – Who We Work With Kenshoo: Proprietary & Confidential Information | 5
  6. 6. Social: Paid, Owned, and Earned MediaOwned– Website– Apps Paid– Facebook Page – SEM– Twitter Account – Display – Facebook Ads – Promoted TweetsEarned – Social Content – Reputation Management – Social Conversations – Viral Growth & Tracking Proprietary & Confidential | 6
  7. 7. Define GoalsReach Target AudienceIncrease Brand ExposureDrive Incremental Sales or Sign-Ups/LeadsGain Insight into Consumer BehaviorGrow Fan Base Proprietary & Confidential
  8. 8. Set-up ConsiderationsBefore launching Facebook Ads, there are a coupleconsiderations:– Setting up an Advertiser account– Invoicing– Admin Access to Facebook Objects Kenshoo: Proprietary & Confidential Information | 8
  9. 9. WHAT CAN I PROMOTE ON FACEBOOK? Kenshoo: Proprietary & Confidential Information | 9
  10. 10. What Can I Promote on Facebook?In addition to ads that promote your website…Facebook has several different types of Facebookobjects you can promote via Ads– Facebook Pages– Facebook Applications– Facebook Places– Facebook Events Kenshoo: Proprietary & Confidential Information | 10
  11. 11. Facebook PagesKenshoo: Proprietary & Confidential Information | 11
  12. 12. Facebook ApplicationsKenshoo: Proprietary & Confidential Information | 12
  13. 13. Facebook Places & Events Kenshoo: Proprietary & Confidential Information | 13
  14. 14. FACEBOOK ADS USER INTERFACE Kenshoo: Proprietary & Confidential Information | 14
  15. 15. Facebook UI - Homescreen Kenshoo: Proprietary & Confidential Information | 15
  16. 16. Facebook UI – All Accounts Kenshoo: Proprietary & Confidential Information | 16
  17. 17. Facebook UI – PagesKenshoo: Proprietary & Confidential Information | 17
  18. 18. Facebook UI – ReportsKenshoo: Proprietary & Confidential Information | 18
  19. 19. Facebook UI – SettingsKenshoo: Proprietary & Confidential Information | 19
  20. 20. FACEBOOK ADS ELEMENTS Kenshoo: Proprietary & Confidential Information | 20
  21. 21. Facebook Ads - Campaigns Kenshoo: Proprietary & Confidential Information | 21
  22. 22. Facebook Ads - Creative Kenshoo: Proprietary & Confidential Information | 22
  23. 23. Facebook Ads - Targeting Kenshoo: Proprietary & Confidential Information | 23
  24. 24. WHAT ARE MY AD TYPES? Kenshoo: Proprietary & Confidential Information | 24
  25. 25. Facebook Ads: Premium vs. MarketplacePremium (Direct w/ Facebook) Self-Service Tool – Higher CPM Costs – Marketplace ads (CPC or CPM) – Premium Inventory on Homepage – More control over and Profile Pages optimization and bids – Additional ad formats (mobile, – API Access (3rd Party Tools) newsfeed, video, etc.) Proprietary & Confidential | 25
  26. 26. Marketplace/Self-Service: Different Ad TypesPrimary Topic for Today!At the moment, Facebook Marketplace has fourdifferent Ad types:– Web Ads– Social Ads– Sponsored Stories– Page Post Ads Kenshoo: Proprietary & Confidential Information | 26
  27. 27. Web AdsWeb Ads direct to aURL of the advertiser’schoosing. Kenshoo: Proprietary & Confidential Information | 27
  28. 28. Social Ads: Build > Engage > Amplify (On-Facebook) Page or Fan Base App with Creation Like Ads Sponsored Publish to Stories Fans Targeting Fans of Friends Kenshoo: Proprietary & Confidential Information | 28
  29. 29. Social AdsSocial Ads direct to a Facebook Object,encouraging consumers to “Like” a Page, “Check-in” at a Place, “Use” an App, or RSVP to an event. Kenshoo: Proprietary & Confidential Information | 29
  30. 30. Sponsored StoriesSponsored Stories amplify fan engagement withFacebook Objects to friends of connections. Kenshoo: Proprietary & Confidential Information | 30
  31. 31. Page Post AdsPage Post Ads feature a Page Post and itsassociated content (Image/Video/Poll),encouraging Likes of the Page. Kenshoo: Proprietary & Confidential Information | 31
  32. 32. Social Ads to Offsite Ads: Target > Expand > Convert Kenshoo: Proprietary & Confidential Information | 32
  33. 33. ADDITIONAL 101 BEST PRACTICES Kenshoo: Proprietary & Confidential Information | 33
  34. 34. How to improve CTR’s to Lower CPC’sImage is Key– Test different image attributes • Background colors • Use Buttons • Shocking Images • Image frames • Animals • Celebrities • People vs. Objects • Think outside the box! Proprietary & Confidential | 34
  35. 35. How to improve CTR’s to Lower CPC’sRefresh your Creative Proprietary & Confidential
  36. 36. How to improve CTR’s to Lower CPC’sMessaging– Be Direct / Use Call to Action– Refresh Your Copy– Use Promotional Codes– Don’t use Standard Search Copy– Personalize your Ad– Keep Short and Concise Proprietary & Confidential
  37. 37. Additional Best Practices & Optimization TipsAudience Size is Important– Make sure the audience size is not too small, this can cause the decay factor to happen fairly fastTrack Gender Separately– These two audiences can perform very different so you will want to take action on them separately.Test General Audiences– Add a general audience to test against niche audienceUse Connections Targeting– Given you have a Facebook Page -break out ads targeted to existing fans and Friends of ConnectionsBreak-Up Age Ranges– Target 18-35 year olds - break the age group up into two different groups, 18-24 and 25-35 Proprietary & Confidential
  38. 38. Keep Testing!Don’t Worry about Testing Everything at First – Don’t overcomplicate your first testYou’ll always be testing on Facebook – Try new Facebook “Likes & Interests” – Test new images – Test promotional messaging – Be Creative! Proprietary & Confidential |
  39. 39. REVIEW OF “OPTIMIZATION LEVERS” Kenshoo: Proprietary & Confidential Information | 39
  40. 40. Understand Optimization Levers • Shift budget from under-performing campaigns to over-Campaign Budget performing campaigns • Rotate new images and/or messaging if performance starts to Creative decline • Test new target audiences based on your initial testing results.Target Audience Change or divide up the age breakouts, expanded current likes and interests, different education levels etc. • Advertisers don’t have ad rank insight from Facebook so monitor Bids impressions and clicks closely and increase bids for individual ads that are not getting impressions Ad Status • Pause underperforming creative and segment combinations Kenshoo: Proprietary & Confidential Information |
  41. 41. ADVANCED ISSUES & TACTICS Kenshoo: Proprietary & Confidential Information | 41
  42. 42. Kenshoo Social: Solving Challenges Campaign Management1. Efficiency: Save Trafficking is Hard. - Ad Creation & Time Reporting and Analysis2. - Limited Compared to What We’re Used To. Optimization3. - Social is New. Dynamics are Different. Social Ads Multi-Edit, Ad Manager Copy & Paste Permutation
  43. 43. Campaign Buildouts: The Default WayCreative Target x = x = x = ... Kenshoo: Proprietary & Confidential Information | 43
  44. 44. Quick Build Permutations: The Kenshoo Way Target Creative x =Group A x =Group B Kenshoo: Proprietary & Confidential Information | 44
  45. 45. Kenshoo Social: Solving Challenges Efficiency: Save Time Reporting and Analysis2. Edge: LimitedAhead ofto What We’re Used To. - Stay Compared the Curve Optimization3. - Social is New. Dynamics are Different. UI and Dashboard Path to Conversion Reports Reporting Rich Excel Reports
  46. 46. Fully customizable online reporting shows data tailored to customer needs• Fully customizable dashboard• Drag & drop widgets• Exportable data• Analytical reporting Kenshoo: Proprietary & Confidential Information |
  47. 47. Use advanced attribution models to Optimize for App experience funnelInterest Connect Interest Track Usage Invite now Ad - 1 Install/Allow Ad - 2 In App Action Invite (Last Click) Attribution Models Most Advertising Tracking Systems report and act on only the last click Linear Ratio prior to purchase U Shaped Distribute Evenly Single Click Only (First or Last) 47
  48. 48. Analyze the Role of Social in the Path to Conversion Kenshoo: Proprietary & Confidential Information | 48
  49. 49. Kenshoo Social: Solving Challenges Efficiency: Save Time Edge: Stay Ahead of the Curve Optimization3. Effectiveness: Make More Different. - Social is New. Dynamics are Money Facebook Specific Advanced Scheduled Actions Algorithms Search (Dayparting)
  50. 50. Advanced Search and Scheduled Actions: Define, Find, Act, Schedule Kenshoo: Proprietary & Confidential Information | 50
  51. 51. Advanced Search and Scheduled Actions: Define, Find, Act, Schedule “The Advanced Search feature saves my team a ton of time.” Matt Grover, CareerBuilder Kenshoo: Proprietary & Confidential Information | 51
  52. 52. Facebook Bid Management Follow suggested bid This policy increases your clicks by bidding an ad up to a target percentile of Facebook’s suggested bid range. You specify where you want to target within the suggested bid range and a maximum allowed bid.Control CPCThis policy controls CPC by attempting to achieve some CPC target for each ad in the portfolio. Each ad willbe bid up or down to achieve the desired CPC. When bidding up, the bid will be capped to a specifiedpercentile in Facebooks recommended bid range. Control CPA This policy controls CPA by attempting to achieve some CPA target for each ad in the portfolio. Each ad will be bid up or down to achieve the desired CPA. When bidding up, the bid will be capped to a specified percentile in Facebooks recommended bid range.Control ROIThis policy controls ROI by attempting to achieve some ROI target for each ad in the portfolio. Each ad willbe bid up or down to achieve the desired ROI. When bidding up, the bid will be capped to a specifiedpercentile in Facebooks recommended bid range.
  53. 53. Kenshoo Social: Solving ChallengesEfficiency: Save TimeEdge: Stay Ahead of the CurveEffectiveness: Make More Money Kenshoo: Proprietary & Confidential Information | 53