Your Guide to Social Advertising
for the
Holiday Season
Tim Bosch | Director of Media and Planning | Likeable Media | @tim...
Tim Bosch
@timmybosch
@LikeableMedia
Director of Media Planning

#SocialAds
What’s Inside?

• Approaching Facebook Advertising

• Facebook Ads & the Holiday Season
• Q&A, Feedback

#SocialAds
Approaching Facebook
Advertising

#SocialAds
What Sets Facebook Apart?

•

180 Million Monthly Users in the USA

•

136 Million Monthly Users on Mobile in the USA

•

...
What Sets Facebook Apart?

• Paid efforts to reach these users is becoming better and better
by the month
•

Targeted Reac...
What Sets Facebook Apart?

Marketing Objectives

Generate the right response

Targeting

from the right people

Ad Placeme...
First Thing’s First: What’s the Marketing Objective?

•

Increase sales in store/online or
acquire new customers in store/...
Overview of Targeting Capabilities

•

Standard Audiences

•

Custom Audiences

•

Lookalike Audiences

#SocialAds
Standard Audiences

#SocialAds
Partner Categories

Reach people on Facebook based on 3rd party data of their
offline activities

#SocialAds
Custom Audiences

Reach your specific customers at scale by targeting your lists

#SocialAds
Lookalike Audience

•

Find more people who look like your best
customers

•

Further qualify the Lookalike audience by
la...
Custom Audience Targeting Ideas

• Target subsets of your custom audience. Examples:
•

Prospects vs. Customers

•

Key da...
Facebook Ad Placement Options

#SocialAds
Placement: The Desktop News Feed & Mobile Newsfeed
Facebook’s native ad placement

#SocialAds
Right Hand Side

The cheapest real estate on
Facebook (lowest CPM)

#SocialAds
Facebook Ads & the
Holiday Season

#SocialAds
Why Invest in Facebook Ads This Season?

20% of the time a
consumer spends
using apps on his
or her mobile
device is with ...
Page Post Link Ads: Photo Views Turned Web Traffic

What once was lost…
…Now is found.

#SocialAds
Page Post Link Ad Opportunity

•

People click on images more than
anything else on Facebook

•

Now instead of seeing a f...
Measure True ROI with Conversion Tracking
Create an offline pixel and start optimizing your ads for web conversions

#Soci...
Dark Posts = Dynamic Creative

Here’s a small list of reasons to be using Unpublished Page Posts
this season:
• To show sp...
Questions? Feedback?

Tim Bosch
@timmybosch
#SocialAds
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Your Guide To Social Advertising For The Holiday Season

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Tim Bosch, Director of Media Planning and Buying of Likeable Media, discusses the benefits of Facebook Page post ads, conversion tracking, and graph search for discovering new Facebook ad targeting.

This webinar will outline the current state of social advertising, tips on effectively managing your Facebook advertising campaigns, and how ads will help your business to obtain better ROI this holiday season.

Published in: Social Media, Business, Technology
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Your Guide To Social Advertising For The Holiday Season

  1. 1. Your Guide to Social Advertising for the Holiday Season Tim Bosch | Director of Media and Planning | Likeable Media | @timmybosch #SocialAds
  2. 2. Tim Bosch @timmybosch @LikeableMedia Director of Media Planning #SocialAds
  3. 3. What’s Inside? • Approaching Facebook Advertising • Facebook Ads & the Holiday Season • Q&A, Feedback #SocialAds
  4. 4. Approaching Facebook Advertising #SocialAds
  5. 5. What Sets Facebook Apart? • 180 Million Monthly Users in the USA • 136 Million Monthly Users on Mobile in the USA • Mobile users spend 1 out of 5 minutes on Facebook • Average time spent per Facebook visit is 20 Minutes • Paid efforts to effectively reach and target these users has improved dramatically in the past year #SocialAds
  6. 6. What Sets Facebook Apart? • Paid efforts to reach these users is becoming better and better by the month • Targeted Reach – constantly adding improved targeting • Deep Engagement – better visual formats in the News Feed (particularly on mobile) and ability to enter the News Feed of nonfans has benefited advertisers #SocialAds
  7. 7. What Sets Facebook Apart? Marketing Objectives Generate the right response Targeting from the right people Ad Placement by showing them Creative the right message Campaign Set-Up efficiently Buying Measuring with demonstrable results #SocialAds
  8. 8. First Thing’s First: What’s the Marketing Objective? • Increase sales in store/online or acquire new customers in store/online • Launch new product/brand • Increase product/brand awareness • Drive loyalty • Drive app installs #SocialAds
  9. 9. Overview of Targeting Capabilities • Standard Audiences • Custom Audiences • Lookalike Audiences #SocialAds
  10. 10. Standard Audiences #SocialAds
  11. 11. Partner Categories Reach people on Facebook based on 3rd party data of their offline activities #SocialAds
  12. 12. Custom Audiences Reach your specific customers at scale by targeting your lists #SocialAds
  13. 13. Lookalike Audience • Find more people who look like your best customers • Further qualify the Lookalike audience by layering additional targeting (Demographics, location, interests/lifestyle, 3rd party data) #SocialAds
  14. 14. Custom Audience Targeting Ideas • Target subsets of your custom audience. Examples: • Prospects vs. Customers • Key dates (renewals, birthdays, etc.) • Create specific Lookalike Audience segments. Examples: • People who bought your product in the last 3 months • People who spent the most on your products last holiday season • Opt-In subscribers who never open you emails #SocialAds
  15. 15. Facebook Ad Placement Options #SocialAds
  16. 16. Placement: The Desktop News Feed & Mobile Newsfeed Facebook’s native ad placement #SocialAds
  17. 17. Right Hand Side The cheapest real estate on Facebook (lowest CPM) #SocialAds
  18. 18. Facebook Ads & the Holiday Season #SocialAds
  19. 19. Why Invest in Facebook Ads This Season? 20% of the time a consumer spends using apps on his or her mobile device is with a Facebook app. #SocialAds
  20. 20. Page Post Link Ads: Photo Views Turned Web Traffic What once was lost… …Now is found. #SocialAds
  21. 21. Page Post Link Ad Opportunity • People click on images more than anything else on Facebook • Now instead of seeing a full-size image when they click, consumers are sent to your site • However, many brands are still using the old “work around” to drive web traffic – posting a photo with a link within the text prompt #SocialAds
  22. 22. Measure True ROI with Conversion Tracking Create an offline pixel and start optimizing your ads for web conversions #SocialAds
  23. 23. Dark Posts = Dynamic Creative Here’s a small list of reasons to be using Unpublished Page Posts this season: • To show special offers to specific Facebook Custom Audiences – can be a powerful technique for driving sales during holidays • To test different creative on a smaller scale before using the best performing messaging as a fully promoted regular Page Post • Drive engagement & conversions at scale without clogging your current fan bases’ News Feeds • To have the ability to post to mobile or desktop only #SocialAds
  24. 24. Questions? Feedback? Tim Bosch @timmybosch #SocialAds

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