The Social Ads Tools is a web-based solution for the management of Facebook advertising on a large scale, allowing users to considerably reduce the resources required to manage multiple, complex, Facebook Ads campaigns.

1. Product Presentation
October 15, 2010

2. Launched in 2009, Social Ads Tool is a
pioneering solution for major Facebook
advertisers, its aim is to considerably reduce
the resources spent in managing multiple
accounts, monitoring budgets, evaluating
target groups, scheduling and controlling
complex campaigns.
With Social Ads Tool, the focus is on ROI; all
information required for smart decision-
making is available in a simple, user-friendly
and intuitive interface integrated with
Facebook via a set of Application Programming
Interfaces (API).
Technology Tailored for Social Media Marketing...
Combining technology and industry expertise a web-based solution to manage Facebook
advertising on a large scale has been developed and launched world wide
Core Features:
• Integrated with the Facebook API
• Client Management Centre
• Campaign Manager
• Ads Manager
• Report Centre
• Help Centre
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3. …With a Strong Focus on making the Complex seem Easy
With Social Ads Tool it is possible to unleash the power of large complex advertising
campaigns using one simple, intuitive interface, saving both time and money
Facebook API: Through robust back-end integration with the Facebook APIs it is
possible to manage campaigns and ads without logging in to the Facebook’s
User Interface. All data is automatically synchronized with the Facebook
databases.
Advertiser Management: To manage advertiser information including contact
details, Facebook accounts and budget spent. A user-friendly wizard lets users
configure, test and deploy tracking scripts for real-time conversion tracking. As
an option, one can also upload conversions from an external tracking system.
Campaign Management: To sort, view and edit a single campaign or multiple
campaigns. A range of filter settings can be applied and campaign data can be
imported or exported in bulk. A scheduling function makes it possible to put a
campaign live on specific days of the week and/or at a precise time of the day,
maximizing control and performance .
The tool can also review real-time Ad performance and manage the bidding
process automatically, aligning the bids to meet a pre-defined target CPA or by
following a ROI range. One can also set an acceptable CR and a learning budget,
the system automatically pauses the ads which do not meet this target criteria.
Report Centre: To create reports and charts against standard Key Performance
Indicators (KPIs). Reports can be customized, exported, emailed and even saved
in the system and scheduled to be emailed automatically to selected addresses
at a specified period. 3

4. The Solution is designed to be Simple, yet Powerful…
The structure, logic and schedule of hundreds of campaigns created with Social Ads Tool can be managed in just
a few minutes
 Quickly select, sort and filter entries to be edited or deleted
 Import and edit data in bulk, clone Ads or schedule them to run at a specific time of day
Edit settings to multiple entries (i.e Targeting, Creative settings, auto bidding etc..)
Clear, simple, intuitive user interface
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 Ads performance can be improved
using features that are not available to
advertisers via the Facebook interface,
for example:
Additional hints on suggested
keywords
Real-time analysis of Key
Performance Indicators, includes
comparing KPI’s with another
time period
Autobidding to target CPA or
to a ROI range

5. …because ROI is the key
Social Ads Tool is the standard Facebook campaign management tool throughout several
agencies. Why?
Increased Productivity & Optimized Campaign
Performance
The primary benefit is a huge increase in productivity,
with Account Managers able to spend ten times more
budget than previously due to more efficient and better-
informed campaign management.
Organizational Benefits
The management team benefits from increased control
and visibility of the accounts managed by their Account
Teams; the single interface provides a convenient
overview of all accounts being managed, budget
information, etc .
Using Social Ads Tool the team efficiency is maintained at
a manageable level although the advertising effort
increases in volume and team resources ard kept
unchanged.
5
10
100
Without Social Ads Tool With Social Ads Tool
Budget spent efficiently with
the same amount of
resources
0
20
40
60
80
100
120
5 30 55 80
AbilitytoachivehighROIbyacore
teamof10people
Performance vs Scalability
Team
Performance
using Social Ads
Tool
Team
Performance
using only Fb
Fb advertising
accounts managed

6. Self optimization is at the core of the system
Why waste budget for ads that do not convert? The first step to achieving budget
optimization is setting an acceptable Conversion Rate (CR) limit; the system will
automatically pause the ads that do not meet your performance criteria.
Optimized Campaign Performance based on Conversion Rate control
If ads do not reach the CR you seek, they are automatically paused.
Social Ads Tool users can input their own acceptable CR threshold
limit.
6
Facebook
Ads
Ads
Ads
Facebook
Ad
Paused
Ads Ads
Social Ads Tool
Conversion
Tracking
Facebook
Using Facebook
only
Getting help from
the optimization
logic built in
This ad doesn’t reach
the CR you are after
These ads are
worth spending onYou bid on
CPC or CPM
for all ads

7. Auto bidding towards target CPA
Social Ads Tool frequently calculates the Actual CPA and makes bid adjustment to align to
Target CPA
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Currency
Conversions
Calculate
Real CPA
Adjust
bid
Wait
Get FB
Ads data
Optimized Campaign Performance via Auto Bidding
The new bid price is calculated by matching the Target CPA
manually entered with the Real CPA calculated by the
system.

8. Auto Bidding based on Return On Investment (ROI)
The higher your cost for Fb Ads is, the lower your ROI will be, if sales generated are not
increasing accordingly (and vice versa). By assigning a value to your conversions, the
system lets you bid higher if your ROI goes above an upper limit you define, and
decreases your bid if the ROI falls below a lower ROI limit.
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Optimized Campaign Performance based on ROI Auto Bidding
Each hour the ROI is calculated taking into account your cost for bidding on Facebook (CPC or
CPM) versus what you gain promoting Items for sale (for example)
The bid price is recalculated each hour by increasing the bid of a percentage you control, when
the ROI goes above a percentage you define (and vice versa).
Bid
High
Sell
More
Get a
higher
ROI
ROI
Sales
Cost
Bid
Low
Sell
Less
Get a
higher
ROI

9. It was developed based on Real Experience…
The Social Ads Tool is continuously being developed according to user-needs and
feedback, updates are implemented quickly and on a regular basis, features include:
The Report Centre: To create and customize business reports with email and
automatic scheduled mailing options
 A module to facilitate the management of client information and accounts
The Ads Generator Content function can self-generate 100 ads automatically
A solution to import and synchronize conversion data from other systems.
Track conversions: Real-time conversion tracking and reporting of sales and other
external website activity
Fire third-party scripts: Trigger and test server-side or client-side third-party
piggyback scripts and pixels
Define transactions: Using the transaction product type, users can see exactly which
items were included in sales and at what cost
Summary performance reporting: Summary performance data grouped by month,
week and day
Ensured ongoing development is the key to providing added value
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10. …And it is Tailor-made for large Organizations
Administrator
Managers
Operators
Facebook
Advertisers
(Clients)
With Social Ads Tool you can allocate different levels of account access and control to
Managers, Operators and Clients, according to your organizational requirements
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Administrator: Complete access and control of all client and account information; can
assign responsibility for client accounts to the relevant Managers and Operators
Manager: Allocated responsibility for the management of specific clients by the
Administrator. Can add, edit, update information related to allocated client accounts.
Only one Manager can be allocated to each client account
Operator: Manage the day-to-day running of the account. They may be assigned to
work across one or more clients accounts
Clients: Password-controlled client access to view performance reports (no cost info)

11. The Solution comes with back-office help Integrated
The Help Centre is designed to support any type of organization, it offers:
 Personalized support functionality where users can ask questions, report problems or request new
features or improvements
 A fully-dedicated Back Office support organization
 A Rich Media content Knowledge Base Database covering key help topics (manual, screen help, FAQ’s,
tips, hints, etc)
 Video tutorials, step-by-step user guides for all main functions
Dedicated online support is crucial for sustaining the adoption of new technology
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12. Our Business Proposal
Fee:
 4% of advertising budget* spent on Facebook via Social Ads Tool
 € 1,000 (one-time fee) for each Facebook advertising account** activated in the system
Included:
 Access to the tool for 12 months (renewable)
 Collecting, hosting, storing and processing data
 Full implementation of all core features, included some ad-hoc development if needed
 Continued training and support
Usage of all updates and enhancements
Continued integration with the Facebook infrastructure and APIs
(*) the percentage may vary between 3% and 5% depending on volume; 4% refers to an indicative volume of € 100,000/Month
(**) If the number of accounts exceeds 20, discount rates will apply based on volumes. For very large advertisers, it can also be waived
The Pricing model is based on a percentage of budget spent on Facebook
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13. Contact
For more information, including product quick demo please visit: www.socialadstool.com
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Enquiry
Danilo Giralucci
Tel. (office) +39 02 36558365
Tel. (mobile) +39 345 4938 442
Skype: d.giralucci_77agency
Email: info@socialadstool.com

14. About 77Agency
77Agency is an independent agency that supplies new media marketing consultancy,
campaign management, training services and software solutions
 Local presence in London, Milan, Riga, Amsterdam, Madrid, NY
 Over 85 people from 15 different countries
 35% of team is IT-dedicated
 Solid competencies in all new media aspects
 Search Engine Marketing & Search Engine Optimization
 Social Media Marketing
 Performance base marketing
 Training www.77academy.com
 One of the first players worldwide to develop a proprietary platform to manage
Facebook Ads and Fan Pages, as well as Twitter
 77Agency has implemented developed applications & manages Fan Pages for
clients across a wide range of industry sectors & territories
One of Europe’s largest and fastest growing new media marketing agencies
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