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Driving success on Facebook Exchange (FBX)
Josh Butler, Head of FBX Partnerships | July 25, 2013
*Source: comscore 2011 study
US display
impressions*
live
markets
direct
partners
PartnershipsUsers
The Facebook marketing journey
2006
Sponsored
Stories
(no social
content)
2007
Facebook Ads
Facebook
Pages for
Business
Be...
Awareness
FBX: One element of a marketing platform
Loyalty
Consideration
Conversion
Geo, Demo, Interest
Social (Fans & FOF...
Objectives Brand
Direct response
Social
Direct response (offsite)
Targeting Facebook Data
Custom Audiences
Offsite Cookie ...
32%
of all online
users reachable
via FBX
Success
Stories 15%
higher ROI than
traditional ad
networks
3x
click-to-conversi...
Delivering on the promise
Marketers with strong direct
response objectives
Marketers who have strong
web traffic
Choose the right marketer
• FBX is not for “social”
campaigns
• FBX is not for building
fans/engagement
• FBX is for driving offsite
objectives usin...
Optimize for performance
Bid
Creative
Rotate your creative, use
strong CTAs.
Start high and work
downwards.
Measurement
La...
• 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
• Goal: Lead generation and
customer acquisition
• 1/2 the CPA remarketing on FBX vs...
FBX Update: News Feed
Scale performance with newsfeed
197%
increase in ROI
compared to
standard
domain ads*
22x
engagement
vs. standard
display
...
Optimize it like new inventory
Extend the same display budgets
Use for direct response goals only
Continue to leverage RHS...
Qualified DSPs and Retargeters on
Newsfeed
All Qualified DSPs and Retargeters
Going beyond the test drive
• Let performance drive budget
• Think display not social
• Combine with other Facebook soluti...
Monthly active users
Questions?
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  • 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 "Omma fbx deck v6 jb final"

    1. 1. Driving success on Facebook Exchange (FBX) Josh Butler, Head of FBX Partnerships | July 25, 2013
    2. 2. *Source: comscore 2011 study US display impressions* live markets direct partners
    3. 3. PartnershipsUsers
    4. 4. The Facebook marketing 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 FBX: One element of 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 Cookie Data Optimization CPC, CPM, oCPM Real-time CPM Buying Channels Direct PMDs DSPs / Retargeters Some PMDs Placements Right-hand side News feed desktop News feed mobile Right-hand side News feed desktop Comparing Facebook ads interfaces
    7. 7. 32% of all online users reachable via FBX Success Stories 15% higher ROI than traditional ad networks 3x click-to-conversion rate than other sources
    8. 8. Delivering on the promise
    9. 9. Marketers with strong direct response objectives Marketers who have strong web traffic Choose the right marketer
    10. 10. • FBX is not for “social” campaigns • FBX is not for building fans/engagement • FBX is for driving offsite objectives using offsite data Choose the right objectives Direct Response Fan Building Social
    11. 11. Optimize for performance Bid Creative Rotate your creative, use strong CTAs. 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.
    12. 12. • 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
    13. 13. Case Study: Global insurance provider • Goal: Lead generation and customer acquisition • 1/2 the CPA remarketing on FBX vs. non-FBX media • 1/6 the CPA prospecting on FBX vs. non-FBX media
    14. 14. FBX Update: News Feed
    15. 15. Scale performance with newsfeed 197% increase in ROI compared to standard domain ads* 22x engagement vs. standard display Source: *Nanigans, **Adroll
    16. 16. Optimize it like new inventory Extend the same display budgets Use for direct response goals only Continue to leverage RHS Expect to bid significantly higher Truths and myths Don’t expect same CPMs & CTRs Don’t focus on organic and viral side effects
    17. 17. Qualified DSPs and Retargeters on Newsfeed
    18. 18. All Qualified DSPs and Retargeters
    19. 19. 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
    20. 20. Monthly active users
    21. 21. Questions?
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