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Facebook for Business Performance Marketing 2013
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Facebook for Business Performance Marketing 2013


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  • 1. Performance Marketing on Facebook Bas Blom
  • 2. Where do people spend most time on desktop and on mobile? Hours per month per user on desktop Hours per month per user on mobile 11:28   6:06   4:24   4:47 3:11     2:25   0:58   MicrosoftTM YahooTM GoogleTM Source: Calculated based on December 2012 comScore data Facebook MicrosoftTM 1:39 2:20     YahooTM TwitterTM GoogleTM Facebook
  • 3. Where do they spend time on Facebook?
  • 4. So….how do I reach all the people that matter to me and drive business goals? Netherlands: 6M+ daily users
  • 5. 4 levers to drive performance on Facebook
  • 6. Placement: ads perform best in News Feed Desktop News Feed Mobile News Feed
  • 7. Ad format: photo and link ads Link Page Post Photo Page Post with
  • 8. Ad format: mobile app ads Now what? App ad for installs served in News Feed App available through app store App installed on smartphone
  • 9. Ad format: mobile app re-engagement New calls to action allow for increased engagementNow what? and conversion
  • 10. Targeting: from prospecting to remarketing Native Targeting Prospecting Remarketing
  • 11. Targeting: leverage social identity Standard Demographics •  •  •  •  •  Age Gender City/state/zip Direct market area Birthday Broad Category Targeting •  •  •  •  •  •  Education Workplace Relationship status Device and operating system Likes and interests Friend connections Vertical Audiences •  •  •  •  Life stages Auto intenders Tech early adopters And many others...
  • 12. Targeting: reach your customers on Facebook Custom Audiences 1.  Identify segments of customers or prospects 2.  Find these people on Facebook using email, phone, or user ID 3.  Reach the exact people you want to talk to with Facebook ads
  • 13. Targeting: Facebook Exchange (FBX) Remarket to people that have indicated purchase interest elsewhere
  • 14. Optimization: bidding and creatives Bidding Optimization •  Cost per click •  Cost per impression •  Optimized for conversion Creative Optimization
  • 15. Optimization: bidding Cost per Clicks (Bidded CPC) Cost per Impression (Bidded CPM) Optimized for Conversion (oCPM) You value Clicks only Views and clicks Actions You pay for Clicks Impressions Impressions We optimize for Clicks Reach Conversion Best practice A basic strategy Best for micro-targeting even if only value clicks Use with conversion pixel tracking to drive offsite
  • 16. Launched today: advertising objectives We ensure you have the proper tracking requirements and tell you what you’ll see in the new “Results” column in Ads Manager We recommend the best optimization and pricing model based on objective
  • 17. Optimization: creative
  • 18. Measurement: tracking and attribution Click tags View tags Conversion tags How? A cookie dropped in user’s browser; fires when ad is clicked on Facebook A pixel embedded in ad creative; fires when ad is shown on Facebook A pixel embedded in offsite conversion page; fires whenever that page loads Where? Standard ads, link Page post ads, shortened links in ad text of photo Page post ads All paid ads Facebook can piggyback off third-party conversion pixels What? Reports clicks Reports impressions Reports conversion events Why? Industry standard but limited usefulness Captures clicks and impressions; recommended approach Best for tracking conversions; recommended approach
  • 19. OK, how should I start?
  • 20. Getting started: prepare, test and scale Reach Iterate Prepare & Diagnose Test Scale •  Identify KPI s and attribution •  Set up click and view tagging •  Secure performance agency •  Set up creative delivery •  Conduct a low cost test •  Leverage Facebook levers until you achieve target CPA or ROAS •  Incrementally increase spend while meeting target CPA or ROAS As needed (1 to 4 weeks) Typically 3 to 6 weeks Time Ongoing
  • 21. Appendix Case Studies
  • 22. PLACEMENT JackThreads: Driving sign-ups and sales through Facebook   The men’s private-sale site uses Facebook Ads and targeting to acquire more than 1/5 of its members. To drive sales, JackThreads leverages Page post ads in news feed and custom audiences to target people who are already members. 6x return on advertising spend using Custom Audiences
  • 23. AD FORMAT ASOS: Driving sales by leveraging the power of ads with social context The UK’s largest fashion retailer used Page post ads to drive traffic to its online stores. The company is always acquiring fans with sponsored stories, as fans are 3.6X more likely to visit its website. 130% increase in purchases in four weeks after seeing Facebook Ads
  • 24. TARGETING Fab: Driving new growth by building a social business and getting friends to invite friends The design e-tailer spends 50% of its ad budget on Facebook targeting people who like design blogs and certain flash-sale sites. It finds that new members from Facebook typically invite three friends to join. 33% of new visits come from Facebook
  • 25. OPTIMIZATION Zappos: Driving ROI by reaching people with an ad for the right product at the right time The e-tailer works with a third party ad vendor to optimize the ideal ad with the right product at the right time and on the right device. The brand’s ads drive to with KPI's tied to directresponse metrics.  8 digit annual ad spend with significant net positive ROI