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Facebook Retargeting - Ashley Nicklay
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Facebook Retargeting - Ashley Nicklay

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

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

Published in: Technology

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  • 1. Facebook RetargetingAshley NicklayMarketing Manager- Digital AdvertisingRasmussen CollegeTwitter: @Ashley_Emerson
  • 2. Why Facebook? Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
  • 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. 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. 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. How It WorksMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 6
  • 7. How FBX WorksMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 7
  • 8. How FBX WorksMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 8
  • 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. Best PracticesTesting. Creative. Relevancy. Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
  • 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. Best Practice: Test & Refresh • Start With Multiple Variations • Continue To Refresh March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 12
  • 13. Best Practice: Images• Cut the Clutter • Consider ColorMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 13
  • 14. Best Practice: Images• Lay It Out • Relate To The PageMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 14
  • 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. 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. 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. Thank You – Questions? Ashley Nicklay Marketing Manager- Digital Advertising Rasmussen College Twitter: @Ashley_EmersonMarch 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 18