Your SlideShare is downloading. ×
0
Driving success on Facebook Exchange (FBX)
Josh Butler, Head of FBX Partnerships | July 25, 2013
Option 2
FBX: A year later
*Source comscore 2011 study
Access to 1/3 of
US display
impressions*
Live markets
Directly integrated
pa...
The Facebook journey
2006
Sponsored
Stories
(no social
content)
2007
Facebook Ads
Facebook
Pages for
Business
Beacon
Becom...
Awareness
Facebook: A marketing platform
Loyalty
Consideration
Conversion
Geo, Demo, Interest
Social (Fans & FOF)
Custom A...
Objectives Brand
Direct response
Social
Direct response (offsite)
Targeting Facebook Data
Custom Audiences
Offsite Data
Op...
The FBX approach
Different,
but not really
Selling through
partnerships
Users rule Facebook’s
marketer first
approach
Delivering on the promise
32%
of all online
users reachable
via FBX
Reported
performance
15%
higher ROI than
traditional ad
networks
3x
click-to-con...
Marketers with strong direct
response objectives
Marketers who have valuable
customer data
Marketers who care about
lower ...
• FBX is not for “social”
campaigns
• FBX is not for building
fans/engagement
• FBX is for driving offsite
objectives usin...
Optimizing for performance
Bid
Creative
Rotate your creative, and
optimize.
Start high and work
downwards.
Measurement
Las...
• After launching on FBX, Dominos
achieved its lowest ever cost-per-
sale for an RTB ad campaign
• Achieved 62% lower cost...
Case Study: Global insurance provider
1/6
the CPA for
prospecting on FBX
compared w/ non-
FBX media
• Goal: Lead generatio...
FBX Update: News Feed
Scale performance with newsfeed
197%
increase in ROI
compared to
standard
domain ads*
22x
engagement
vs. standard
display
...
Treat it like new inventory
Use for direct response goals only
Continue to use RHS
Bid higher
Apply RTB display budgets
Tr...
Getting on to News Feed (
option with Criteo )
Getting on to News Feed
(option with no Criteo)
Going beyond the test drive
• Let performance drive budget
• Think display not social
• Combine with other Facebook soluti...
Monthly active users
Questions?
Upcoming SlideShare
Loading in...5
×

Facebook

1,137

Published on

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,137
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Ask Galeet for FBX case studies
  • Here’s an example of a success story where a financial services client worked with FBX to drive results. As you can see, it was focused on performance metrics – lead generation and customer acquisition by re-targeting consumers who had visited the company website without taking action.Advertiser also saw 2x improvement in remarketing CPA on FBX versus non-FBX media
  • Transcript of "Facebook"

    1. 1. Driving success on Facebook Exchange (FBX) Josh Butler, Head of FBX Partnerships | July 25, 2013
    2. 2. Option 2
    3. 3. FBX: A year later *Source comscore 2011 study Access to 1/3 of US display impressions* Live markets Directly integrated partners
    4. 4. The Facebook journey 2006 Sponsored Stories (no social content) 2007 Facebook Ads Facebook Pages for Business Beacon Become a Fan Button 2009 Like Button 2011 Sponsored Stories 2012 Ads in News Feed 2013 Custom Audiences
    5. 5. Awareness Facebook: A marketing platform Loyalty Consideration Conversion Geo, Demo, Interest Social (Fans & FOF) Custom Audiences Geo, Demo, Interest Social (Fans & FOF) Custom Audiences Facebook Exchange Custom Audiences Facebook Exchange Custom Audiences
    6. 6. Objectives Brand Direct response Social Direct response (offsite) Targeting Facebook Data Custom Audiences Offsite Data Optimization CPC, CPM, oCPM Real-time CPM Buying Channels Direct PMD DSP Some PMDs Placements Right-hand side News feed desktop News feed mobile Right-hand side News feed desktop Facebook marketing solutions (optional)
    7. 7. The FBX approach Different, but not really Selling through partnerships Users rule Facebook’s marketer first approach
    8. 8. Delivering on the promise
    9. 9. 32% of all online users reachable via FBX Reported performance 15% higher ROI than traditional ad networks 3x click-to-conversion rate than other sources
    10. 10. Marketers with strong direct response objectives Marketers who have valuable customer data Marketers who care about lower funnel, intent-based DR. Choosing the right advertiser
    11. 11. • FBX is not for “social” campaigns • FBX is not for building fans/engagement • FBX is for driving offsite objectives using offsite data Choosing the right objectives Direct Response Fan Building Social
    12. 12. Optimizing for performance Bid Creative Rotate your creative, and optimize. Start high and work downwards. Measurement Last click vs multi touch attribution. Objective Choose measurable, meaningful objectives Frequency Separate and higher than other RTB campaigns Targeting Leverage data that only exists outside Facebook.
    13. 13. • After launching on FBX, Dominos achieved its lowest ever cost-per- sale for an RTB ad campaign • Achieved 62% lower cost-per- sale than search ads for mid- funnel customers (unbranded searches) Case Study: Domino’s
    14. 14. Case Study: Global insurance provider 1/6 the CPA for prospecting on FBX compared w/ non- FBX media • Goal: Lead generation and customer acquisition • Targeted consumers who had visited its website without taking action
    15. 15. FBX Update: News Feed
    16. 16. Scale performance with newsfeed 197% increase in ROI compared to standard domain ads* 22x engagement vs. standard display Source: *Nanigans, **Adroll
    17. 17. Treat it like new inventory Use for direct response goals only Continue to use RHS Bid higher Apply RTB display budgets Truths and myths Don’t expect same win rates Don’t chase virality Don’t apply same measurement (insertion vs. impressions)
    18. 18. Getting on to News Feed ( option with Criteo )
    19. 19. Getting on to News Feed (option with no Criteo)
    20. 20. Going beyond the test drive • Let performance drive budget • Think display not social • Combine with other Facebook solutions • Choose the right PMD and FBX partners
    21. 21. Monthly active users
    22. 22. Questions?
    1. A particular slide catching your eye?

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

    ×