2. Facebook
Facebook is an online social networking service – the most popular one in the
world.
1.5
Billion
2
Global Alexa Rank
Highest Traffic
Worldwide
Active Users
50%
Users Log in
Daily
Midweek
1–3pm
4.5
Billion
Likes
Generated
Daily
20 Min
Ave Time Per Visit
4. Ad or Sponsored Story?
Ads
Ads
Sponsored st ories
Sponsored st ories
Voice of business
Voice of business
Voice of friend
Voice of friend
Paid messages coming from the
business. They are the voice of the
marketer.
Sponsored stories are messages
coming from friends about them
engaging with a business. Businesses
can pay to promote these stories so
there’s a better chance people see
them
5. Facebook Ad Types
•
Page post text ad
•
Page like sponsored story
•
Page post photo ad
•
Page post like sponsored story
•
Page post video ad
•
Page post comment sponsored story
•
Page post link ad
•
Page post share sponsored story
•
Question ad
•
Question sponsored story
•
Offer ad
•
Offer claim sponsored story
•
Event ad
•
Event sponsored story
•
Page like ad
•
Check-in sponsored story
•
App ad
•
Game played sponsored story
•
Mobile app install ad
•
App shared sponsored story
•
Domain ad
•
Open graph sponsored story
•
Sponsored results
•
Domain sponsored story
•
Offsite Ads
ETC!
6. Most Common Ad Types
Ad Type
News
Feed
desktop
News
Feed
mobile
RHS of
Facebook
X
Offsite Ads
RHS of
Homepage
Best Use Case
X
Drives traffic offsite
Like Ads
X
X
X
X
Fan acquisition
Page Post Link
Ads
X
X
X
X
Drive traffic offsite
Page Post Photo
Ads
X
X
X
X
Awareness & engagement with
current and prospective customers
X
X
Very powerful word of mouth
recommendation from a friend
promoting and encouraging various
actions
X
X
Drive installs of FB app
Page Like
Sponsored
Stories
X
X
App Ads
Mobile App
Install Ads
X
Drive mobile app installs
13. Ad Improvements
Facebook plan to streamline the number of ad units from 27 to fewer than half,
while mapping all ads to the business objectives marketers care about — be it instore sales, online conversions, app installs, etc. How?
1. Eliminate redundancies
Example: The goals of
Question Ads and Offer Ads can be
accomplished through Page Post Ads,
and are far more engaging.
14. Ad Improvements
2. Include the best of Sponsored Stories in all Ads
Previously, to get the best social context available, advertisers had to purchase
Sponsored Stories in addition to ads. In the future, for example, when you create
a Page Post Ad, Facebook will automatically add social context to boost
performance and eliminate the extra step of creating Sponsored Stories.
15. Ad Improvements
3. Make Ad Units look more consistent
This will reduce the number of ad formats and make the ad creation process
much simpler for advertisers who run multiple campaigns or want to test which
ad creative performs the best.
A consistent look and feel to Facebook Ads will also be a better overall
experience for people on Facebook.
16. Spotlight: Page Post Ads
• Page Post Ads generate the highest CTR, CR and lower CPC’s than all other
Facebook Ad units
• The newsfeed is the most engaging real-estate on Facebook. News Feed
advertising should form a central part of ALL campaigns
• News Feed advertising requires a Facebook Page. Brands who are serious
about leveraging Facebook for marketing purposes need a Facebook page
• Many advertisers are now starting to move from offsite ads on RHS to page
post link and page post photo ads
18. New Advertising Features
Facebook can track any conversions
that happen within 1, 7, or 28 days of
a click or impression.
You can label the conversion
accordingly (sign-up, sale, lead, etc.)
as well as assign a value to it in order
to help determine ROI.
19. New Advertising Features
Custom Audience
Facebook will allow you to market to target audiences (through
segmentation) based on three different options:
1. Email Addresses
2. Facebook’s UID (Unique Identification Number)
3. Phone Number
Look-a-Like Audiences
Look-a-like audiences allows you to reach users on Facebook who
“look” and “behave” in a similar way to your existing audience (your
custom audience) .
This ensures you can scale your marketing efforts with quality.
20. New Advertising Features
Unpublished Page Post Ads (now in News Feeds)
Unpublished Page Post Ads allow marketers to tailor the right messages to
specific groups of people, rather than having a Page post appear to everyone who
likes their Page.
22. New Advertising Features
Improved Reporting
1. Customize, save and schedule ad reports
2. Measure key metrics more effectively – more detail per ad over any date range
(reach, frequency, unique stats, etc.)
1. Pull and break up stats by demographics and ad placement
23. Creative Guidelines
Keep it clear and close
The image is the most important element of the ad.
Use clear images and close-up photos for Ads.
Try use little to no text on ad creatives.
24. Creative Guidelines
• Create texts with a clear Call To Action
• Ask questions
• Highlight the benefit of clicking on the ad
• Use brand/campaign related #hashtags in
Page Post Ads
• If you’re a well known brand, use it in
the title or body of your Facebook Ad
• If you’re selling something try displaying the
price or make it clear that you want to drive a
sale. Your CTR will probably get worse, but you
may save money avoiding clicks from people
looking for freebies.
25. Creative Guidelines
Follow the Facebook Ad Guidelines!
Facebook.com/adguidelines.php
Don’t forget the Facebook Text Policy:
“Ads and Sponsored Stories in the News Feed may not include images
comprised of more than 20% text.”
Use this tool to check text: https://www.facebook.com/ads/tools/text_overlay
27. Thank You!
Thank you for your time.
Feel free to contact me with any questions
or advice on Facebook Advertising.
Candace Newton
Candy.lyn.newton@gmail.com
@candynewton
