Facebook provides several solutions to help companies drive quality, efficient conversions. More than half of Facebook users say friends' recommendations influence their purchase decisions, and people frequently use Facebook to seek advice from friends on products to buy. Facebook's large reach and targeted advertising capabilities allow companies to reach their intended audiences and generate conversions at a lower cost than other media like TV, magazines, or newspapers. The document outlines three Facebook direct response solutions - Promoted Posts and Sponsored Stories ads in the News Feed, retargeting ads through Facebook Exchange, and conversion tracking within the Facebook ad platform.

1. Facebook Direct Response Guide | 2013
Driving Conversions with Facebook
Facebook products help you drive quality, efficient conversions
Facebook: The Place to Share and Discover
More than ever, people are turning to Facebook to share their lives and to
discover new things. Every month, users upload more than 10 billion
photos, send 113.3 billion messages, and update their status more than
5.61 billion times. They’re also using the platform to help guide their
decisions.
People Come to Facebook When Making Decisions
• More than 50 percent of users say friends’ recommendations are
important when making purchase decisions.
• 42 percent of Facebook users say they seek help from friends when
choosing between different products.
• 36 percent of Facebook users seek help from friends on ideas of what
to purchase.
Facebook’s massive reach and sophisticated, narrow targeting
capabilities allow you to reach your audience and drive high quality
conversions at a lower cost than other forms of media, online and
offline:
$138
$112
$61
$53
$37
$11
$3 - 9
Internet Display Catalog Magazine Paid Search Newspaper Email Facebook
Facebook Direct Response Solutions
1 2 3News Feed Page Post Ads:
Push product consideration to
conversion and drive sales with
Promoted Posts and Sponsored
Stories in the Desktop and
Mobile News Feed.
Facebook Exchange:
Reach high potential
customers across the web
confidentially with cookie-
based real-time retargeting
on Facebook Exchange.
29.2
Minutes/day average
Facebook user spends
on site, more than 3x
times that of Yahoo!
Finance, MSN Money
and the Wall Street
Journal combined
1B Monthly active
Facebook
desktop users
70
Percentage of investors
who have altered
relationships with financial
institutions based on
content found on social
media
Sources: Purchasing data based on Facebook internal marketing study of US users conducted in November 2012; Facebook demographic and time spent on site based on Comscore data from December,
2012; cost per lead data based on Facebook data from October 2012 and is based on average cost per claim and an assumed 10% redemption after users claim an offer, which varies based on offer.
Conversion Tracking:
Track your off-site
conversions coming from
your Facebook ads all
within the Facebook
advertising platform.
Average Cost per Lead