One Broadway, 14thFloor Cambridge, MA | 617-682-3711 | www.guptamedia.comWednesday, April 17, 2013Facebook Advertising – Ad Types & BestPractices
2Standard Ads GoalsDrive sales off Facebook (iTunes, Amazon, D2C, etc.). Specs100x72 Image, 25 Character Headline, 90 Characters of Text PlacementRight Hand Rail of Facebook Homepage & other pages TargetingUsers who are interested in the artist, similar artists & other relevant connections (TVsyncs, featured artists on a song/album, associated brands, etc). PricingCPC
3Standard Ads – Best Practices For the 100x72 image, images of the artist perform better from a CTR perspectivethan album art or logos. Test multiple variations of ad copy. Ads optimized by Gupta Media based onperformance.
4Page Post Ads GoalsDrive sales off Facebook SpecsA post from a Facebook Page, including Dark Posts (posts that do not appear in apage’s newsfeed but can be used in advertising). PlacementRight Hand Rail and/or Facebook Newsfeed TargetingUsers who interested in the artist, similar artists & other relevant connections (TVsyncs, featured artists on a song/album, associated brands, etc). PricingCPC. Unlike Standard Ads, not all paid “clicks” go to retail. Clicks can also be definedas Likes of the post, views of a photo or video, etc.
5Page Post Ads – Best Practices Use Posts without “filler” like photos, video or long form text. We have found doingso avoids paying for clicks that are not on the link to retail. Use of Dark Posting. These are posts created by Gupta that do not appear in thepage’s newsfeed organically, but only as advertisements. This allows for bettertracking via smartURL’s IQID Tagging, as we can track actual clicks on the retaillink itself & optimize accordingly. Run on Desktops only. Testing has shown that actual clicks on the retail link occurat a lower percentage on Tablets & Mobile.
6Page Post Ads vs. Promoted Posts Facebook Promoted Posts allow any user to take a post and its expand reachthrough advertising. While simple to use, it has limitations, particularly when itcomes to pricing, targeting, budget and flight length. Gupta Media prefers users Page Post Ads, which take the same ad unit (a postfrom a Facebook page) & runs it in a more cost-efficient, granularly targeted &optimizable manner.
7Page Post Ads vs. Promoted PostsPromoted Posts Page Post Ads Our ThoughtsPricing CPM only CPM and CPC options availableWe prefer to pay based on performance(CPC)Targeting Existing fans and friends of fans only Full Facebook targeting availablePage Post Ads allow us to target anyone,and overlay relevant demographic andinterest targets to reach the right audienceGeotargetingCan only target region specified inoriginal postAble to use any available targetingmethods (Country, State, City, Zip)Better geotargeting options available forPage Post AdsBudgeting3 budget options, based on estimatedreach. No ability to cap daily spendAble to set daily budgets and cap totalspend More budget flexibility for Page Post AdsCampaign DurationRun for 3 days when Promoted Postgoes live No restrictionsAble to adjust campaign flights, run longercampaigns with Page Post AdsDevices Default to target desktop and mobileAble to target desktop and mobile,combined or separateSeparating campaigns targeting desktopand mobile allows us to diversify bids,budgets and flights dedicated to eachdevicePosting Options Must use exiting posts from newsfeedAble to hide posts from page afterposting and run as ad-only (dark posting)Dark posting, through Page Post Ads,provides cleaner data for campaign analysisand optimizationReportingLimited data (Organic, Viral and PaidReach) Full reporting, data available through API Better data available for Page Post Ads
8Video Page Post Ads GoalsDrive Video Views SpecsA Post from a Facebook Page with a video embedded PlacementRight Hand Rail and/or Facebook Newsfeed TargetingUsers who interested in the artist, similar artists & other relevant connections (TVsyncs, featured artists on a song/album, associated brands, etc). PricingCPC
9Video Page Post Ads – Best Practices Use an embedded YouTube Video within the post. This allows for users to watchthe video without leaving Facebook and for video views to be tracked.
10Engagement Ads GoalsDrive new likes of an artist’s Facebook page. Specs100x72 Image, 25 Character Headline, 90 Characters of Text PlacementNewsfeed, Right Hand Rail of Facebook Homepage & other pages PricingCPC TargetingUsers interested in similar artists who are NOT yet fans of the primary artistUsers interested in similar artists who are NOT yet fans of the primary artist ANDhave friends who like the primary artist
11Engagement Ads – Best Practices Use “Like” as a call-to-action in ad copy. Leverage free download offers, contest & touring connections to entice users. Connect the primary artist to the fans of the targeted artist. “Cher Lloyd Fan? You’lllove Jayme Dee…”
12Sponsored Like Stories GoalsN/A SpecsDrive news likes of an artist’s Facebook page PlacementNewsfeed, Right Hand Rail of Facebook Homepage & other pages TargetingUsers interested in similar artists who are NOT yet fans of the primary artist AND havefriends who like the primary artist. PricingCPC. Optimized by Gupta based on Cost-Per-Like.
13Sponsored Like Stories – Best Practices Best used for artists w/ more established artists. Since there is no adcopy to introduce the artist, performance dips.