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Emeric Ernoult

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Emeric Ernoult

  1. 1. Facebook Ads:Can They Promote More Than Just Likes?
  2. 2. I wish I was advertising in Eastern Europe…
  3. 3. All marketers are not equal• In Eastern Europe, if your CTR is above 0.2% and your CPC is below 5 cents, you can use Facebook Ads to sell products directly, and at a profit• In Western Europe or the U.S., if your CTR is below 0.05% and your CPC is above 50 cents it may be a different story
  4. 4. If you are advertising in North America or Western Europe,promoting more than likes will require some creativity
  5. 5. Creativity that leverages all the available Facebook tactics, not just ads…
  6. 6. Case N°1 :leverage OpenGraph
  7. 7. Case N°1 : leverage OpenGraph
  8. 8. The brief• I want to launch a new contest to gain more fans• The last time I did it, it cost me €2 per fan• Can I get a better cost per fan?• Our answer: you don’t need a better CPF, you need more clients and more exposure for your actual products!
  9. 9. The budget• €25,000 for purchasing ads• € 10,000 for everything else
  10. 10. Case N°1 : leverage OpenGraph
  11. 11. Case N°1 : leverage OpenGraph
  12. 12. Case N°1 : leverage OpenGraph
  13. 13. Case N°1 : leverage OpenGraph13,436,832 impressions 1,750,000 video views
  14. 14. The Return on Investment• 93,000 « product fans » for free!• 13,400,000 views on Facebook• 1,750,000 views of promotional videos• 16,000 clicks back to the site• Within 3 months, €45,000 worth of sales directly attributed to these clicks, probably (a lot) more indirectly…
  15. 15. Case N°2 :leverage Apps + newsfeed
  16. 16. Case N°1 : leverage Apps + newsfeed
  17. 17. The brief• Every year, we need to remind the decision makers in our country that housing is a priority• Last year we launched a petition and used traditional media to get signatures (magazines, billboards, TV ads, etc.)• The cost per signature was €1.3. We want more signatures but are limited by this margin• Our answer: leverage Facebook’s viral power and the newsfeed as a free interactive communication channel
  18. 18. The budget• €40,000 for purchasing ads• € 15,000 for everything else
  19. 19. Case N°1 : leverage Apps + newsfeed
  20. 20. Case N°1 : leverage Apps + newsfeed
  21. 21. Case N°1 : leverage Apps + newsfeed
  22. 22. Case N°1 : leverage Apps + newsfeed
  23. 23. Case N°1 : leverage Apps + newsfeed
  24. 24. The Return on Investment• 155,000 total signatures• 75,000 signatures directly attributed to Facebook• Half the cost per signature (€0.75) than the traditional media cost (€1.5)• All that, and an additional 210,000 new fans…
  25. 25. Next: identify potential ambassadors / donors
  26. 26. THANK YOU ! contact@agorapulse.com - France: 17 rue Réaumur 75003 Paris USA: 2170 Main Street, Suite #401, Sarasota, Florida 34247

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