Facebook Advertising Products
Facebook has two placements          Premium - Homepage                               Marketplace – Run of Site           ...
Key Business Proposition DifferencesPremium – Top of the funnel           ASU/Marketplace – Mid to bottomBrand building, m...
Targeting and ReachTargeting▪  Likes   and Interests▪  Education   and Workplace▪  Facebook    Connections▪  Relationship ...
Example - Targeting and Reach
Reporting            Reach & Frequency            •  Insight for potential reach vs actual reach            •  Frequency  ...
P a g e s | Ads | TechnologyPremium Page Post Ads (Homepage)To reach people and their friends on their Home Page          ...
P a g e s | Ads | TechnologyHomepage PremiumAd    Fans                     Friends of Fans                                ...
Homepage Premium Ads, reach                                                  P a g e s | Ads | Technology    friends in a ...
Homepage Premium Ads, reach friends                                      P a g e s | Ads | Technologyin a more engaging way
Marketplace Ad (Run of Site)                            Like Ad       Application Ad*                         Standard Ad*...
Marketplace - Like Ad 1. Click the Like button to connect                                       2. You are now connected w...
Marketplace - Application Ad See which friends used the app   Makes users more likely to try it out
Marketplace - Event Ad1. RSVP to event   2. Invite friends   3. Add personal message
Premium / Marketplace - FeaturedStories                                                           Sponsored Stories       ...
Featured Sponsored Stories - Page Likes‣  Featured Stories are generated when a person likes your Page‣  Featured Stories ...
Featured Stories-                    Featured Stories-App interactions                     Place check-ins  ‣  Sponsored S...
Featured Stories: Post Likes
Media Buying Methods – Premium Ads(Homepage)1. Reach Block-  One Day Buy, Cost per day-  100% reach on facebook users in a...
Media Buying Methods – MarketplaceAds (Run of Site)1. CPM – Impression Buy-  Fixed CPM-  Flexible on impression quantity- ...
Upcoming SlideShare
Loading in...5
×

Facebook ad product overview jan 2012-1

1,140
-1

Published on

4,5月からFBの広告がタイムライン上にも出せる噂がありますが、その前に、最新の広告案内を入手しましたので、共有します!Marketplace Page Post (MPP) - PhotoはそのままWALLに投稿された内容を広告にするメニューです。アメリカでは一番売れているらしく。。日本ではまだあまり見当たらないです。WALLの内容をままにして、広告を出すのは確かに導線が自然に見えると思います。

Published in: Technology, Business
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total Views
1,140
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
13
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Facebook ad product overview jan 2012-1

  1. 1. Facebook Advertising Products
  2. 2. Facebook has two placements Premium - Homepage Marketplace – Run of Site 1 1 2 3 4
  3. 3. Key Business Proposition DifferencesPremium – Top of the funnel ASU/Marketplace – Mid to bottomBrand building, mass awareness & Direct response & demandexposure fulfillment▪  Fixed budget ▪  Budget flexibility▪  Mass reach ▪  Granular targeting▪  Run on Homepage & Profile Pages ▪  Run-of-site▪  Standalone on Ad appearance ▪  Shared with 4 other advertisers▪  CPM/Guaranteed delivery ▪  CPM/CPC▪  Above-the-fold ▪  Some ads are below-the-fold▪  Premium Page Post Ad, Standard ▪  Like, apps, event ads Ad, Application Ad
  4. 4. Targeting and ReachTargeting▪  Likes and Interests▪  Education and Workplace▪  Facebook Connections▪  Relationship Status▪  Demographics ▪  Age, Gender, LocationReach▪  Dynamically updated
  5. 5. Example - Targeting and Reach
  6. 6. Reporting Reach & Frequency •  Insight for potential reach vs actual reach •  Frequency Performance •  Unique CTR •  Responder demo •  Interaction rate (Likes, Events, Apps) Social advocacy •  Social impressions
  7. 7. P a g e s | Ads | TechnologyPremium Page Post Ads (Homepage)To reach people and their friends on their Home Page Page Post Ad 2 Any of Your Designated Page Post 1 1 Your Ad on the Home Page Anything you post can become an Ad
  8. 8. P a g e s | Ads | TechnologyHomepage PremiumAd Fans Friends of Fans Anyone (who are not fans / friends of fans) Social Context Expanded Premium Ad Page Post Ad Social Context Comment box Expanded ad with friends’ Stories at the top Premium (Homepage)
  9. 9. Homepage Premium Ads, reach P a g e s | Ads | Technology friends in a more engaging way Can be twice as effective than before and for specific campaigns Facebook targeting is more than 90% accurate versus industry average of only 35% 43 When people hear about you from friends, they listen. Ads are better when they come from your Page posts. People can interact with your brand throughout the ad. Source: Nielsen
  10. 10. Homepage Premium Ads, reach friends P a g e s | Ads | Technologyin a more engaging way
  11. 11. Marketplace Ad (Run of Site) Like Ad Application Ad* Standard Ad* Event Ad* Can be on Homepage Premium Ad as well
  12. 12. Marketplace - Like Ad 1. Click the Like button to connect 2. You are now connected with the brand
  13. 13. Marketplace - Application Ad See which friends used the app Makes users more likely to try it out
  14. 14. Marketplace - Event Ad1. RSVP to event 2. Invite friends 3. Add personal message
  15. 15. Premium / Marketplace - FeaturedStories Sponsored Stories David likes this brand Your Brand David likes this brand LikeSTEP 1: STEP 2: STEP 3:David likes a brand, If this brand included A story is generated on David’s Sponsored Stories in theiruses an application, friends’ News Feeds, which Facebook Ads campaign,or checks in to a they may or may not see David’s friends see this story inlocation the right column
  16. 16. Featured Sponsored Stories - Page Likes‣  Featured Stories are generated when a person likes your Page‣  Featured Stories appear in the News Feed and right-hand column with ads
  17. 17. Featured Stories- Featured Stories-App interactions Place check-ins ‣  Sponsored Stories appear when ‣  Sponsored Stories appear when people interact with your app people check in to one of your locations
  18. 18. Featured Stories: Post Likes
  19. 19. Media Buying Methods – Premium Ads(Homepage)1. Reach Block-  One Day Buy, Cost per day-  100% reach on facebook users in a day-  Maximum Reach, High Awareness, Brand Building, Product Launch2.  Target Block-  Packaged Fixed Buy-  3 consecutive day with fixed no. of impression-  For sustaining awareness and reinforce top of mind3.  CPM – Impression Buy-  Fixed CPM-  Flexible on impression quantity-  Extending brand and campaign awareness
  20. 20. Media Buying Methods – MarketplaceAds (Run of Site)1. CPM – Impression Buy-  Fixed CPM-  Flexible on impression quantity-  Extending brand and campaign awareness
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×