Presentation show casing the basics of Facebook ads platforms and the types of targeting, ad units, best in class case study with IKEA.

1. Paid social
Facebook - The basics

2. theexchangelab.com
"Technology is making marketing personal again,
and we need to take advantage of these
possibilities."
Tracy Yaverbaun, group director
of fashion and luxury at Facebook

3. theexchangelab.com
Lets compare

4. PPC
Non-visual
(Text only)
Keyword based targeting can be competitive
(Toothpaste = 20+ brands competing)
Not all categories involve search as a purchase decision
(People don’t search for product they haven’t heard of)
Limited set of keywords for a product/service
Only fulfils existing demand
(Only people that search see ads)

5. Lack of reputation management
Example: Banner ad next to News article saying a restaurant is bad
Widely ignored / Association with spam
Display
Less transparency with inventory costs
No easy access to ad inventory

6. Organic social
Organic reach in decline for brand pages
“Organic reach of the content brands publish in Facebook is
destined to hit zero. It’s only a matter of time.” 5th march 2014
“Status Update’s Organic Reach Drops ~40%” 2014
https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
https://www.socialbakers.com/edgerankchecker/blog/2014/02/status-updates-organic-reach-drops-40/

7. theexchangelab.com
Why paid social?
Scale
(Amount of users on Facebook)
Always on
(24/7)
Cross-device
(Complete user journey view, mobile to desktop..)
Highly relevant
(Due to advanced targeting)

8. Numbers

9. Stats
The value of online sales increased by 15.2% in September 2015
compared with September 2014 (ONS 2015)
61% of people spend a considerable amount of time researching products
through online channels before making a purchase (ONS 2015)
43% of consumers revealed that they specifically browse through social
networking sites like such as Facebook to seek inspiration for the types
of products to buy (Nielsen 2014)
+ Social media is a helpful tool in reaching these consumers
who often connect with friends, family and strangers to help make
purchase decisions.
%
http://www.ons.gov.uk/ons/rel/rsi/retail-sales/september-2015/stb-rsi-september-2015.html
http://ir.nielsen.com/files/doc_financials/Nielsen-Global-E-commerce-Report-August-2014.pdf

10. Facebook - November 4th
+14% year-over-year
+17% year-over-year
https://www.facebook.com/photo.php?fbid=10102457977071041&set=a.529237706231.2034669.4&type=3&theater

11. Facebook - November 4th
+14% year-over-year
+17% year-over-year
Advertising revenue jumped 45%
from the prior year to $4.3 billion

12. theexchangelab.com
Facebook - Targeting

13. Data, data, data
Add layers of segmentation to ensure you reach the right audience
Location Demographics Interests
Target adverts by
country, county/
region, postcode or
even the area around
your business.
Age, gender,
languages, Time of
day..
Works off what users have
liked on Facebook and
groups they part of
such as music, films, sport,
games, shopping

14. Even more data
ConnectionsBehaviours
Reach people that have liked the
brand page, app or event. then reach
their friends too. This can also be used
to negative match this audience to
ensure only new people are reached.
On Facebook or off Facebook like
purchase behaviour. ‘looking to buy a
product or service’ so there is higher
competition in this area. Mobile type,
internet browser, email users, early
adopters
Data partner:
http://www.adnews.com.au/news/facebook-makes-data-deal-with-quantium-acxiom-and-experian-to-fuse-offline-and-online-data

15. Custom audiences
Harness the data you have to reach valid prospects
Custom Audiences Lookalike Audiences
- 1st part CRM data like emails, phone numbers,
Facebook UIDs, App user IDs, Advertising Identifiers to
find them online. This data can be uploaded to
Facebook to find out more about these users. More
detail into this data will be on the next slide.
The same data can be used to find look a likes. Facebook
uses 6 data points similar to the exciting pool of people.
Then we can layer on extra segmentation like demographic
to ensure they are valid prospects.
- Custom Audience, Website / Conversion pixel, App activity

16. Insights to inform
Who, What, When, Where..
CRM Data
Using CRM data we can
filter to see users
interested in the topic
‘ebaycouk’
From this data we can
see that females 25 - 34
is over indexing for this
interest with this CRM
data

17. Insights to inform
Who, What, When, Where..
CRM Data
Ebay is top because of
the filter, Nurofen may
being seeing a spike
due to the time of year

18. Insights to inform
Who, What, When, Where..
CRM Data
Argos, Tesco is most
relevant showing other
options for this
audience.

19. Insights to inform
Who, What, When, Where..
CRM Data
London is the highest
population on
Facebook, however with
this data the users are
spread across the UK

20. Insights to inform
Who, What, When, Where..
CRM Data
This data shows us the decline of
desktop and increase in mobile.
Also there is a higher index for
iPhones and Android phones.
expressing that the ads and
landing pages need to work on
these platforms.

21. Painted the picture
Sales insights (Example ToD)
The above mentioned data and also non-social data can paint a better
picture how to target users for the next campaign.
These users can also be re-targeted as an up-sale to purchase another
product.
http://blog.hubspot.com/marketing/facebook-audience-insights-guide

22. theexchangelab.com
Ads units

23. Ad formats
Domain Ad Page Post Link
Right Column Right Column, Newsfeed, Mobile Newsfeed, Mobile
Traffic and Leads
Multi-product
http://blog.hubspot.com/marketing/facebook-audience-insights-guide

24. Ad formats
Page Post Link
Right Column, Newsfeed, Mobile
Traffic and Leads
Call To actions can be chosen
depending on their desired
outcome.
Testing which call to action can be
great for a campaign.
http://blog.hubspot.com/marketing/facebook-audience-insights-guide

25. Ad formats
Likes & Engagement
Page Like Page Post Photo
Right Column, Newsfeed, Mobile
Page Post Video
Right Column, Newsfeed, Mobile Right Column, Newsfeed, MobileRight Column, Newsfeed, Mobile
http://blog.hubspot.com/marketing/facebook-audience-insights-guide

26. Ad formats
Likes & Engagement
Right Column, Newsfeed, Mobile
Page Post Text
Right Column, Newsfeed, Mobile
http://blog.hubspot.com/marketing/facebook-audience-insights-guide

27. Ad formats
App installs
Mobile app Desktop App
Right Column, NewsfeedMobile
http://blog.hubspot.com/marketing/facebook-audience-insights-guide

28. Ad formats
Driving footfall
Event Offer
Right Column, NewsfeedRight Column, Newsfeed, Mobile
http://blog.hubspot.com/marketing/facebook-audience-insights-guide

29. Dynamic product ads
Killer feature
Live updates (Price, stock…)
Show ads to people with intent
Improving CTR.
Report on end sales
Turns off when customer buys
https://www.facebook.com/business/a/online-sales/dynamic-product-ads

30. theexchangelab.com
How can Facebook track ROI?

31. ROI
Whats the outcome
Awareness, Video view - (CPM) (CPV)
Sales / Conversation - (CPA)
Increase community - (Cost per Like)
Drive traffic - (CPC)
Facebook campaign objectives:

32. Case study - IKEA
Objective: IKEA wanted to establish whether Facebook could be
used to acquire new customers and connect with existing ones to
increase its sales.
Marketing strategy: Target users in the vicinity of its Cardiff store who
had mobile numbers that matched a random pattern.
Facebook has access to more than 10 million users' which was cross-
referenced with EE's database.
Number ending in:
Odd number: Show IKEA ads
Even number: Sample group
http://www.iprospect.com/en/gb/our-work/ikea/

33. EE + IKEA data
Results: Uplift in store visits:
31% 22-25 years-old
11% all age groups
ROI: 6:1 for the media
spend invested in Facebook
during the campaign, which
served 1.4 million
impressions during December
2013 and January 2014.
http://www.iprospect.com/en/gb/our-work/ikea/

34. Whats next

35. November 5, 2015
Brands can have multiple sites
with Facebook pages and can
be managed from a single view.
Also each location can have
geo location ads.
https://www.facebook.com/business/news/Local-marketing-UK

36. Emotions
Sentiment
Being tested in Ireland and Spain
Emotions as another metric
alongside the like button.
This is a next level of sentiment
analysis as it can track users
selected feelings in regards to the
ads brands post.
http://www.clickz.com/clickz/news/2430302/facebook-s-new-emoticons-the-good-the-bad-and-the-future

37. “Shop”
“fast-loading, full-screen experience”
Facebook as mentioned a
number of times that many e-
commerce brands have slow
mobile websites. ‘Shop’ a
service they are testing is to
show a simple fast catalog of
a brands products to show it
in the native Facebook then
complete the sale on the
brands website.
I can see the use of apple
pay being used here in the
near future.
https://www.facebook.com/business/news/shopping-on-facebook
http://www.wired.com/2015/10/facebook-testing-shopping-section-app/

38. theexchangelab.com
“Facebook is not just a social network however its
foundations in social gives them the upper hand
when it comes to data on people. Areas like VR,
connecting the rest of the worlds population
along side AI research I will be keeping an eye on
for sure”
Ian Adams - Presenter

39. Thanks for watching
Paid social Facebook - The basics
www.ianadams.media
@ianmartinadams