Facebook for Agencies Performance at Scale Josh Smith  Matt Hogle
Agenda 1 Scale 2 Targeting 3 Price 4 Execution 5 Common objections with prizes
Source: Facebook internal data, Worldwide,  February 2010 400 million 2007 2008 2009 Active user growth worldwide 2010
Over 110 Million Active Users in Europe * USA 114m Netherlands 2.3m Hungary 1m Australia 7.9m NZ 1.4m 2.4m 2.8m Czech Egyp...
European CPC Figures * USA € 0.33 Netherlands € 0.32 Hungary € 0.14 Australia € 0.32 NZ € 0.27 € 0.11 € 0.07 Czech Egypt €...
Social Changes Everything: DR Highly Targeted Ads based on real information
Take advantage of interests and connections
From  The Times , August 4, 2008 “ Facebook doesn’t work for traditional ads”
Views from the market  Rob Horler, MD of media agency Carat UK, said, “Facebook is proving to be a formidable part of the ...
 
Direct Response Thinking Differently
Awareness and discovery (with user interests) Search
Facebook users with “camping” in their profile  1,680,700 Searches for  “ sleeping bag”  673,000
Facebook Ads and Search <ul><li>Users are at a different point in the sales funnel </li></ul><ul><li>Targeting is based on...
<ul><li>Between an art and a science </li></ul>Optimizing Facebook Ads Title and copy optimization Finding the right image...
Optical Express : where we were...
Optical Express :  where we are now…
Tesco.com :  where we were <ul><li>Minimal variation </li></ul><ul><li>Passive ad text </li></ul>
Tesco.com :  where we are now <ul><li>Facebook look and feel </li></ul><ul><li>Relevant content </li></ul><ul><li>Wide var...
<ul><li>Step one: </li></ul><ul><li>18-39 age range UK </li></ul><ul><li>220 lines for 48 hours (weekdays)  </li></ul><ul>...
<ul><li>DKI, multivariate split-testing, and more </li></ul>Ads Bulk Upload Tool <ul><ul><li>Define up to 10,000 ads in Ex...
Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>People don’t go on Facebo...
Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>1. People don’t go on Fac...
Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>2. The CTR is very low. <...
Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>3. The ad products are co...
Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>4. What is a fan worth? <...
Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>5. I already spend on SEM...
Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>6. There is not enough vo...
Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>7. I want to see a 1:1 ca...
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Facebook EMEA Ads Summit

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Presentation of the first EMEA Facebook Ads Summit, in London

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  • Paid search is an effective tool for capturing sales when a consumer already knows exactly what she wants and is ready to buy it on the spot. But the vast majority of purchase influence—and hence, the vast majority of advertising—happens earlier, as the consumer is made aware of the product’s existence, considers its benefits, and forms an intent to buy it. Facebook’s combined graphical and text ads are a powerful tool to generate demand by conveying a vivid, emotional experience with images along with the specific value propositions with text. So, Facebook can play in the very top of the marketing funnel. But Facebook can play all the way down the funnel, targeting highly qualified leads for immediate fulfillment—for example, e-commerce purchase. For example, a broker with tickets to closing night of Rent on Broadway could target NYU theater majors living in NYC who have listed musicals as an interest. Nowhere else, online or offline, is this precision of demand generation possible. Many of these leads would never have been captured by search, since, although these people have a strong latent affinity for the product, they might never have known when the show was closing and thought to search for tickets.
  • How you go after keywords on Google is very different from on Facebook. Google is getting 700k searches monthly for people looking for sleeping bags. What’s great about these searches is that they’re highly qualified leads—someone who is ready to buy. But the challenge is that the inventory is limited and many bidders are competing for the same pieces of it. Moreover, what’s exciting about the Facebook opportunity is that there are many more people who have the potential to buy sleeping bags than simply those who are already searching. These “upper funnel” leads don’t write “sleeping bag” in their profile, but they might well write “camping” or “Yosemite”. If you’re used to managing a set of keywords on Ad Words, it takes some thoughtfulness and experimentation to build a corresponding Facebook campaign. The most straightforward way to take advantage of this demand generation platform is to run auction-priced ASUs driving traffic off-site (e.g., to REI’s website). An alternative approach to use our inventory is drive traffic to a Facebook Page for REI, where users can become a fan, engage, and share with friends.
  • Transcript of "Facebook EMEA Ads Summit"

    1. 1. Facebook for Agencies Performance at Scale Josh Smith Matt Hogle
    2. 2. Agenda 1 Scale 2 Targeting 3 Price 4 Execution 5 Common objections with prizes
    3. 3. Source: Facebook internal data, Worldwide, February 2010 400 million 2007 2008 2009 Active user growth worldwide 2010
    4. 4. Over 110 Million Active Users in Europe * USA 114m Netherlands 2.3m Hungary 1m Australia 7.9m NZ 1.4m 2.4m 2.8m Czech Egypt 7.7m India 1m Romania Poland 1.3m * Data current as of March 2010. France 17m Germany 8.5m Ireland 1.4m Turkey 20.4m Italy 15.2m Russia 895k Sweden 3.3m Austria 1.5m Switzerland 2m Finland 1.6m Portugal 2m Belgium 3.1m Norway 2.3m Greece 2.6m Denmark 2.4m UK 24m Spain 9.5m
    5. 5. European CPC Figures * USA € 0.33 Netherlands € 0.32 Hungary € 0.14 Australia € 0.32 NZ € 0.27 € 0.11 € 0.07 Czech Egypt € 0.10 India € 0.08 Romania Poland € 0.13 * Data current as of March 2010. France € 0.19 Germany € 0.24 Ireland € 0.25 Turkey € 0.06 Italy € 0.14 Russia € 0.17 Sweden € 0.25 Austria € 0.22 Switzerland € 0.33 Finland € 0.27 Portugal € 0.11 Belgium € 0.21 Norway € 0.39 Greece € 0.12 Denmark € 0.32 UK € 0.27 Spain € 0.19
    6. 6. Social Changes Everything: DR Highly Targeted Ads based on real information
    7. 7. Take advantage of interests and connections
    8. 8. From The Times , August 4, 2008 “ Facebook doesn’t work for traditional ads”
    9. 9. Views from the market Rob Horler, MD of media agency Carat UK, said, “Facebook is proving to be a formidable part of the direct response schedule, primarily because of its scale and volume .” Simon Mansell, MD of TBG — is using a Facebook API and has recently won the Vodafone direct response account — said some of its clients were shifting spend from paid search to Facebook. “Where we manage both channels, we generally get better value from Facebook than Google, and for our three biggest clients we get greater volumes on Facebook,”
    10. 11. Direct Response Thinking Differently
    11. 12. Awareness and discovery (with user interests) Search
    12. 13. Facebook users with “camping” in their profile 1,680,700 Searches for “ sleeping bag” 673,000
    13. 14. Facebook Ads and Search <ul><li>Users are at a different point in the sales funnel </li></ul><ul><li>Targeting is based on user interests, not keywords </li></ul><ul><li>The ad environment and ad units themselves are very different (potentially leading to ad fatigue) </li></ul>
    14. 15. <ul><li>Between an art and a science </li></ul>Optimizing Facebook Ads Title and copy optimization Finding the right image Creating social actions Understanding clicks, conversions, and pricing Creative Optimization Performance Analysis Targeting the right users
    15. 16. Optical Express : where we were...
    16. 17. Optical Express : where we are now…
    17. 18. Tesco.com : where we were <ul><li>Minimal variation </li></ul><ul><li>Passive ad text </li></ul>
    18. 19. Tesco.com : where we are now <ul><li>Facebook look and feel </li></ul><ul><li>Relevant content </li></ul><ul><li>Wide variety of images </li></ul><ul><li>Images draw user in </li></ul><ul><li>Text explains why they should click on the ad </li></ul>
    19. 20. <ul><li>Step one: </li></ul><ul><li>18-39 age range UK </li></ul><ul><li>220 lines for 48 hours (weekdays) </li></ul><ul><li>CPM may give you a more even test </li></ul>Optimizing Facebook Ads Creative 1         Creative 2         Creative 3         Creative 4         Creative 5       M 18 F 18   M 18 F 18   M 18 F 18   M 18 F 18   M 18 F 18 M 19 F 19   M 19 F 19   M 19 F 19   M 19 F 19   M 19 F 19 M 20 F 20   M 20 F 20   M 20 F 20   M 20 F 20   M 20 F 20 M 21 F 21   M 21 F 21   M 21 F 21   M 21 F 21   M 21 F 21 M 22 F 22   M 22 F 22   M 22 F 22   M 22 F 22   M 22 F 22 M 23 F 23   M 23 F 23   M 23 F 23   M 23 F 23   M 23 F 23 M 24 F 24   M 24 F 24   M 24 F 24   M 24 F 24   M 24 F 24 M 25 F 25   M 25 F 25   M 25 F 25   M 25 F 25   M 25 F 25 M 26 F 26   M 26 F 26   M 26 F 26   M 26 F 26   M 26 F 26 M 27 F 27   M 27 F 27   M 27 F 27   M 27 F 27   M 27 F 27 M 28 F 28   M 28 F 28   M 28 F 28   M 28 F 28   M 28 F 28 M 29 F 29   M 29 F 29   M 29 F 29   M 29 F 29   M 29 F 29 M 30 F 30   M 30 F 30   M 30 F 30   M 30 F 30   M 30 F 30 M 31 F 31   M 31 F 31   M 31 F 31   M 31 F 31   M 31 F 31 M 32 F 32   M 32 F 32   M 32 F 32   M 32 F 32   M 32 F 32 M 33 F 33   M 33 F 33   M 33 F 33   M 33 F 33   M 33 F 33 M 34 F 34   M 34 F 34   M 34 F 34   M 34 F 34   M 34 F 34 M 35 F 35   M 35 F 35   M 35 F 35   M 35 F 35   M 35 F 35 M 36 F 36   M 36 F 36   M 36 F 36   M 36 F 36   M 36 F 36 M 37 F 37   M 37 F 37   M 37 F 37   M 37 F 37   M 37 F 37 M 38 F 38   M 38 F 38   M 38 F 38   M 38 F 38   M 38 F 38 M 39 F 39   M 39 F 39   M 39 F 39   M 39 F 39   M 39 F 39
    20. 21. <ul><li>DKI, multivariate split-testing, and more </li></ul>Ads Bulk Upload Tool <ul><ul><li>Define up to 10,000 ads in Excel </li></ul></ul><ul><ul><li>Upload </li></ul></ul>Enables rapid, efficient bulk creation and update of ads, with rapid experimentation and results
    21. 22. Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>People don’t go on Facebook to shop. </li></ul></ul><ul><ul><li>The CTR is very low. </li></ul></ul><ul><ul><li>The ad products are confusing. </li></ul></ul><ul><ul><li>What is a fan worth? </li></ul></ul><ul><ul><li>I already spend on SEM. </li></ul></ul><ul><ul><li>There is not enough volume in niches. </li></ul></ul><ul><ul><li>I want to see a 1:1 case study. </li></ul></ul>
    22. 23. Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>1. People don’t go on Facebook to shop. </li></ul></ul>While users do not search for specific products on Facebook the way they would via a search engine, this doesn’t mean that sales opportunities don’t exist.  On Facebook, users tell you who they are and what they like, and you can send a tailored message to them. Facebook lets you find customers before they search.
    23. 24. Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>2. The CTR is very low. </li></ul></ul>When compared to search this may be true in some cases. However, CTR should not be viewed as the only metric of success.  The bottom line is your client’s ROI. When comparing ROI per click/impression, often times Facebook provides greater value than any other online medium.
    24. 25. Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>3. The ad products are confusing. </li></ul></ul>Facebook’s ads products are different.  The products are designed to fit into the Facebook experience; thus, they look, feel and function like other content on the site.  However, they are still CPC/CPM ad products that allow advertisers to drive brand awareness and conversions.
    25. 26. Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>4. What is a fan worth? </li></ul></ul>Fan value varies by brand.  We encourage you to ask your clients what their objectives are on Facebook (e.g., conversions, brand equity, awareness) and then speak to your account manager about the right strategy for their page.  Pages can be used for general interactions or to directly drive sales/traffic.
    26. 27. Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>5. I already spend on SEM. </li></ul></ul>Facebook is a different channel. SEM focuses on demand fulfillment, whereas Facebook reaches consumers who have not yet reached intent to purchase. Many of the PPC tactics are applicable to the Facebook platform.
    27. 28. Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>6. There is not enough volume in niches. </li></ul></ul>For Business-2-Consumer, your client’s goal should be to take advantage of age, gender and demographic targeting. You can also achieve volume by targeting many different niches.
    28. 29. Common Objections <ul><li>Does Advertising on Social Networks Really Work? </li></ul><ul><ul><li>7. I want to see a 1:1 case study. </li></ul></ul>We’re working on developing more. You can view existing case studies at www.Facebook.com/facebookads .
    29. 30. Q & A

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