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REAL RESULTS 
in Facebook advertising 
Karel Tlusťák
Can Facebook beat Google? 
Lead 
Generation 
Conversion 
rate 
Facebook Google 
30 % 19 %
Agenda 
• NATIVE FACEBOOK FEATURES 
(WCA2, bidding, Facebook SDK & app events, applinks, cross-devices remarketing) 
• Pla...
How to beat Google? WCA 
57 % 
OF PEOPLE ARE 
MULTISCREENING 
cookie 
≠ 
user
Website Custom Audiences v2
Website Custom Audiences v2
Website Custom Audiences v2
Bidding 
• all bidding types are transformed to eCPM 
eCPM = bid/1000 * eCTR + quality score + pacing 
• eCTR is calculate...
Use the bid type right 
Lookalikes 
WCA
Power of mobile APPs in FB
APP Events & FB SDK 
• Mobile App Ads for Installs 
• Mobile App Ads for Engagement and Conversion 
• Applinks
Cross devices remarketing
Platforms beyond Power Editor 
• why Facebook has Ads PMDs? 
• when to use PMD platform?
Predictive remarketing 
INSIGHTS
Multi Product Ads 
• 4 links 
• 3 photos 
• Sliding in mobiles 
• Only via API
Can Facebook beat Google? 
E-commerce 
Conversion 
rate 
Facebook Google 
0,92 % 0,73 %
News in Facebook - audience network 
• Facebook‘s „AdSense“ program 
• only on mobiles 
How to advertise 
How to publish t...
News in Facebook – local awareness 
• The best way to reach people near 
your business 
• only in US 
• Type address -> se...
News in Facebook - ATLAS 
• Bought from Microsoft in 2007 
• Completely remade (originally required IE 6 with active X  
...
News in Facebook - ATLAS 
•Allows to place ads based on Facebook targeting outside of Facebook 
People-based marketing 
Cr...
News in Facebook - ATLAS
News in Facebook - ATLAS 
• Why Facebook bought Atlas? 
- to expand the reach 
- to gain more data 
- to gain bigger ad 
r...
Do you want free credit from Facebook? 
How can Facebook support 
Startups? 
• get $20,000 or $60,000 in free tools 
and s...
Bonus for attendees 
1 month free access to ROI Hunter 
Send your company name to 
marketingfestival@roihunter.com
Thank you for your attention 
Any questions? 
karel@b.cz
Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
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Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014

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Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014

  1. 1. REAL RESULTS in Facebook advertising Karel Tlusťák
  2. 2. Can Facebook beat Google? Lead Generation Conversion rate Facebook Google 30 % 19 %
  3. 3. Agenda • NATIVE FACEBOOK FEATURES (WCA2, bidding, Facebook SDK & app events, applinks, cross-devices remarketing) • Platforms beyond Power Editor • News in Facebook (audience network, local awareness, Atlas) • Bonus (how to get free credit & ads API platform)
  4. 4. How to beat Google? WCA 57 % OF PEOPLE ARE MULTISCREENING cookie ≠ user
  5. 5. Website Custom Audiences v2
  6. 6. Website Custom Audiences v2
  7. 7. Website Custom Audiences v2
  8. 8. Bidding • all bidding types are transformed to eCPM eCPM = bid/1000 * eCTR + quality score + pacing • eCTR is calculated from more than 140 factors (object/domain/campaign/page/account history, creative, etc) • pacing is keeping uniform ads distribution during the day
  9. 9. Use the bid type right Lookalikes WCA
  10. 10. Power of mobile APPs in FB
  11. 11. APP Events & FB SDK • Mobile App Ads for Installs • Mobile App Ads for Engagement and Conversion • Applinks
  12. 12. Cross devices remarketing
  13. 13. Platforms beyond Power Editor • why Facebook has Ads PMDs? • when to use PMD platform?
  14. 14. Predictive remarketing INSIGHTS
  15. 15. Multi Product Ads • 4 links • 3 photos • Sliding in mobiles • Only via API
  16. 16. Can Facebook beat Google? E-commerce Conversion rate Facebook Google 0,92 % 0,73 %
  17. 17. News in Facebook - audience network • Facebook‘s „AdSense“ program • only on mobiles How to advertise How to publish there
  18. 18. News in Facebook – local awareness • The best way to reach people near your business • only in US • Type address -> set radius -> create ad with CTA „get direction“
  19. 19. News in Facebook - ATLAS • Bought from Microsoft in 2007 • Completely remade (originally required IE 6 with active X  • Launched in September • For invited partners only
  20. 20. News in Facebook - ATLAS •Allows to place ads based on Facebook targeting outside of Facebook People-based marketing Cross-device Online to offline measurement People-based measurement
  21. 21. News in Facebook - ATLAS
  22. 22. News in Facebook - ATLAS • Why Facebook bought Atlas? - to expand the reach - to gain more data - to gain bigger ad revenue share • current Facebook 8 % | Google 32 %
  23. 23. Do you want free credit from Facebook? How can Facebook support Startups? • get $20,000 or $60,000 in free tools and services developers.facebook.com/products/fb-start/
  24. 24. Bonus for attendees 1 month free access to ROI Hunter Send your company name to marketingfestival@roihunter.com
  25. 25. Thank you for your attention Any questions? karel@b.cz

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