Facebook Retargeting - Ashley Nicklay

1,938
-1

Published on

Tips, process, and real world examples of Facebook Retargeting ads and strategies. Presented at MnSearch's March event on Retargeting.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,938
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
16
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Facebook Retargeting - Ashley Nicklay

  1. 1. Facebook RetargetingAshley NicklayMarketing Manager- Digital AdvertisingRasmussen CollegeTwitter: @Ashley_Emerson
  2. 2. Why Facebook? Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
  3. 3. Why Facebook? • Did you know? – 7+ hours a Over 1 Billion Monthly month avg. Active Users – 80% outside North America – 52% of US population is on Facebook • 55% female • 62% 18-44March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 3
  4. 4. Advertising on Facebook All Facebook Users Facebook Ads Friends of Fans Facebook Ads & Sponsored Stories Fans Facebook Ads & Sponsored Stories Web Visitors Facebook Ads Through RetargetingMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 4
  5. 5. Find Your People On Facebook Custom Audiences Facebook Exchange • Your Offline • Your Online Audiences Audiences • Email Address • Use basic retargeting • Phone Number pixels/cookies – little • Facebook ID maintenance • Have to maintain audience listMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 5
  6. 6. How It WorksMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 6
  7. 7. How FBX WorksMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 7
  8. 8. How FBX WorksMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 8
  9. 9. Anatomy of A Facebook Ad• Headline: 25 Characters• Body: 90 Characters• Image: 100 pixels wide, 72 pixels tall• URL: Set by FBMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 9
  10. 10. Best PracticesTesting. Creative. Relevancy. Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
  11. 11. Best Practices: Test & Refresh • Test. Test. Test. Test. Test. • Focus on headlines & images first – Don’t forget the CTA! • Minimum: 2 headlines + 2 images + 1 body copy = 4 variations – Goal: 6-12 ad variations • Banner Fatigue Happens QUICKLY – Refresh Often! March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 11
  12. 12. Best Practice: Test & Refresh • Start With Multiple Variations • Continue To Refresh March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 12
  13. 13. Best Practice: Images• Cut the Clutter • Consider ColorMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 13
  14. 14. Best Practice: Images• Lay It Out • Relate To The PageMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 14
  15. 15. Best Practices: Be Relevant• Bucket your pixels into specific & granular business areas• Get as focused as possible with your creative• Don’t be lazy. Be relevant.March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 15
  16. 16. Best Practices: Be Relevant• Local: 7% lift in CTR • Programmatic: 28% lift in CTRMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 16
  17. 17. Best Practices: Be Relevant• Your business doesn’t function in a vacuum – your ads shouldn’t either – Seasonality – Current Events – Social Trends• New Year’s Messaging: – +32% Lift In CTR – CTR lift continued through mid- March!March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 17
  18. 18. Thank You – Questions? Ashley Nicklay Marketing Manager- Digital Advertising Rasmussen College Twitter: @Ashley_EmersonMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 18

×