Advertising on Facebook

1. A n d h o w y o u c a n r e c r e a t e t h e m
Successful Facebook
Advertisements

2. Facebook
Statistics
1

3. Facebook Users
v 1.15 billion daily ac.ve users
v 52% are female
v 45.98% of users are from the U.S & Canada
v 47.7% of users are between 18-34 years old
v 92% of social marketers are using Facebook for adver.sing

4. Income Demographics

5. Popular
Advertisements
2

6. ADVERTISINGFacebook
Facebook Pages
Crea.ng a Page establishes a
business’s presence on Facebook,
where a company can display
their logo, customize a banner,
and provide important
informa.on such as who they are,
what they’re about, and how to
get in contact with them.
Facebook Ads
Crea.ng an Ad on Facebook allows a
business to adver.se (using video,
photo or text—or a combina.on of
those elements) to a targeted market
based on demographics, behaviors or
contact informa.on. With Facebook
Ads repor.ng tools, a business can see
how adver.sing has impacted the
business with an easy-to-read report.

7. PAGESFacebook
Why Real Madrid C.F. is one of the most popular
Facebook Pages
• Real Madrid is one of the best soccer teams of all .me
(good ethos).
• Real Madrid’s fan distribu.on is global, meaning a
larger fan base.
• Real Madrid’s FB Page posts highlights, updates, and
current informa?on about the team.

8. PAGESFacebook
Why Texas HoldEm Poker is one of the most popular
Facebook Pages
• Zynga Poker gives players free chips and relevant
informa?on, offering an incen.ve & making the page
useful to players.
• Zynga Poker uses mul.ple Call to Ac?ons.
• There is large/strong imagery at center stage.

9. AdsFacebook
Why Dollar Shave Club’s Facebook Ad was
successful
• Dollar Shave Club examines its target
audience.
• Dollar Shave Club opened up its exis?ng
product line to a vast new audience
(marke.ng to women for an assumed male
product).

10. AdsFacebook
Why Shopify’s Facebook Ad was successful
• Shopify targets first-?me e-commerce craK
retailers.
• Shopify created a clean, compelling and
inspiring ad experience, posing a ques?on to
involve viewers.

11. AdsFacebook
Why Google’s Facebook Ad was successful
• Google offers an incen?ve to users.
• The ad is simple, using a bold primary color
scheme.
• The ad is inspiring, using verbage.

12. Tips
• Examine consumer trends to align your ad
• Include a strong, inspirational message
• Ask questions to engage the audience
• Pop-culture references can be very successful
• Use professional photography & multi media
• Potentially include an incentive
• Keep it simple
• Don’t limit your market to one country (globalize)

13. Case Studies
3

14. Case Study Coors Light Canada
Objec?ve: Molson Coors Canada craKed a story-focused Facebook video ad to boost
awareness about its Coors Light Beer (Canada’s Molson and the US’s Coors merged into
Molson Coors Canada in 2005).
Plan: Molson Coors Canada’s FB AD video...
• Used square forma_ng to occupy News Feed real estate
• Created a story to engage viewers
• Op.mized brand awareness using reach and frequency buying
Result:
• 9-point lib in purchase intent
• 5.7X increase in purchase intent compared to the consumer packaged goods industry
benchmark1
• 9-point lib in message associa.on as the beer most associated with ice cold refreshment
• 5.7X increase in message associa.on compared to the CPG benchmark2
• 10-point lib in ad recall (es.mated number of people likely to remember your ads within 2
days)

15. Case Study Current Meditation
Objec?ve: The Current Medita.on team created 2 iden?cal campaigns.
• The first campaign: Op.mized for clicks to the studio’s website, ensuring the ad was
delivered to the people most likely to click through to the site.
• The second campaign: Op.mized for conversions, ensuring the ad was shown to the people
who are most likely to take a specified ac.on; to register for a free guided medita.on class.
Plan:
• Used iden.cal ads featuring a single image of the studio’s popular aerial medita.on class,
while the ad copy promoted its free class deal
• Targeted to ages 25–60, living within a 10-mile radius of the studio, and who are interested
in technology, traveling, mindfulness and health and well-being
Result:
• 5X more memberships from conversion-op.mized ads
• 2.6X more leads from conversion-op.mized ads

16. How To Recreate
Similar Ads
4