Facebook AdsTargeting and Scaling for Brands<br />Sarah Smith<br />Dmitry Shevelenko<br />Online Sales  Account Management...
Agenda<br />
Facebook Mission:Give people the power to share and make the world more open and connected. <br />
Product vision based on authenticity<br />clothing designer<br />restaurant<br />favorite cereal<br />roommate<br />best f...
Facebook<br />#1 in Time Spent<br />Facebook<br />#1 in User Loyalty<br />46% NPS<br />5hr 46min<br />Google<br />Yahoo<br...
Targeting the Social Graph<br />
Facebook Pages offers a new ad model<br />Develop deep relationships with your audience<br />2. Advertise to get Fans<br /...
Rich targeting capabilities expanding<br />
Social Discovery with Friends of Connections Targeting<br />
Fan box<br />Share button<br />registration<br />Comments box<br />Showtime L Word<br />adidas Originals<br />CBS<br />Coc...
How to scale<br />
Optimize with new Facebook Ad Manager<br />
Refresh creative with simple changes<br />Engagement<br />
Case Study<br />ShopLocal drives foot traffic via Bulk Upload Tool<br />Goal:  Drive Kohls shoppers to their regional stor...
2.4 million offer views, ~31 per person
Reached 95% NYC female users aged 30-65</li></li></ul><li>Exploit Facebook reports<br />
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Facebook Advertising: Social Media Matters

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  • So, how do we find and reach out to consumers to generate new demand – consumer who aren’t yet searching for their products, but might be interested in them. Targeting is a big piece of that.All of this information Facebook users are sharing with each other gives all of us as marketers an unprecedented ability to reach our exact target audience. You can choose to target any of the structured data parameters: -- location all the way down to town -- age ranges -- gender -- education, including specific schools and/or majors -- workplace -- relationship status -- sexual preference -- language spokenBut you can also choose to specify interest keywords. These come not only from users profiles—where they fill out like activities, interests, and favorite movies—but also from other non-private sources.So Facebook Ads combine the demographic targeting powers of brand display advertising with the keyword targeting powers of performance advertising in a way not available in any other product.
  • Facebook Advertising: Social Media Matters

    1. 1. Facebook AdsTargeting and Scaling for Brands<br />Sarah Smith<br />Dmitry Shevelenko<br />Online Sales Account Management<br />December 3rd, 2009<br />
    2. 2. Agenda<br />
    3. 3. Facebook Mission:Give people the power to share and make the world more open and connected. <br />
    4. 4. Product vision based on authenticity<br />clothing designer<br />restaurant<br />favorite cereal<br />roommate<br />best friend<br />tv show<br />teammate<br />mom<br />brother<br />dad<br />celebrity<br />tv show<br />coffee shop<br />girlfriend<br />favorite band<br />co-worker<br />
    5. 5. Facebook<br />#1 in Time Spent<br />Facebook<br />#1 in User Loyalty<br />46% NPS<br />5hr 46min<br />Google<br />Yahoo<br />Source: CI Brand Study; US active users, Aug 09 <br />Source: Nielsen, Aug 09 <br />Find quality and quantity of audience reach<br />#1 Daily Reach<br />Rapid Growth<br />Facebook<br />34.95%<br />Google<br />Yahoo<br />Yahoo<br />Google<br />350M Worldwide<br />100M US<br />50% return daily<br />Source: Compete.com, US 30 day active, Oct 09<br />
    6. 6. Targeting the Social Graph<br />
    7. 7. Facebook Pages offers a new ad model<br />Develop deep relationships with your audience<br />2. Advertise to get Fans<br />1. Build a Page<br />3. Publish to your network<br />
    8. 8. Rich targeting capabilities expanding<br />
    9. 9. Social Discovery with Friends of Connections Targeting<br />
    10. 10. Fan box<br />Share button<br />registration<br />Comments box<br />Showtime L Word<br />adidas Originals<br />CBS<br />Coca-Cola<br />Tap viral channels with features of Connect<br />
    11. 11. How to scale<br />
    12. 12. Optimize with new Facebook Ad Manager<br />
    13. 13. Refresh creative with simple changes<br />Engagement<br />
    14. 14. Case Study<br />ShopLocal drives foot traffic via Bulk Upload Tool<br />Goal: Drive Kohls shoppers to their regional store locations<br />Solution: Use Facebook Ads Bulk Upload Tool to experiment with offers, images, body text length, and precise demos<br />Results:<br /><ul><li>120 million+ micro-targeted impressions at $0.25 CPM
    15. 15. 2.4 million offer views, ~31 per person
    16. 16. Reached 95% NYC female users aged 30-65</li></li></ul><li>Exploit Facebook reports<br />
    17. 17. Q&A<br />

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