1.
Facebook Advertising
Leveraging Facebook to Acquire New Customers
Carly Rogers | @crodgers311

2.
Why Facebook?

3.
Reach and scale
1.32B monthly active users 829M daily active users
1.07B mobile monthly active users20% of the world population
62% revenue from mobile ads92% of social marketers

4.
Targeting capabilities and audience segmentation
Device
•Type
•OS version
•Wi-fi connectivity
Affinities/Behavior
•Actions taken with sites
and apps
•Offline purchase behavior
•Likes, interests, convos
Human Experience
•Local
•Real time (weather, events)
•Seasonality (mothers)
Demographics
•Age
•Gender
•Language
•Location
Social
•Relationship status
•Education level, college,
major
•Employer, position
CRM
•Customers from your CRM
database matched to
Facebook profiles
•Friends of your fans/users

5.
Case study: Leading Online Retailer
Goal: Find new shoppers like their best shoppers
Strategy: Use lookalike audiences modeled after their most loyal customers
to increase new customer base during the competitive holiday season
Results:
4X higher return on ad spend compared to other display ad channels
A top performing channel for new customer acquisition during the holidays
60% higher CTR using Facebook lookalikes over other display media

6.
Case study: Mobile Travel Company
Goal: Acquire new customers who would download their hotel-booking app
and ultimately use it to book rooms
Strategy: Combine Facebook’s News Feed mobile app install ads with
powerful targeting aimed at iOS users with interests such as “travelers,”
“parents” and “golf.”
Results:
10X higher click-to-install rate from mobile app install ads compared to
standard mobile banner ads
30% lower cost per install in key markets

7.
Social vs. Search
1. Create intent
2. Capitalize on
intent
3. Drive real results

8.
How will you leverage Facebook ads?
AcquisitionAwareness Engagement
How you define success will shape your marketing strategy on Facebook:

9.
Leveraging Facebook for customer acquisition
What you need to get started
How to create successful campaigns
- How to identify and reach your target market
- Which ad units to buy and why
Optimizing for best results
Maximizing your advertising budget

10.
Getting started
Facebook Ads Account
(personal or business)
Credit card
Facebook Page for your
business
Content
Target customer profile
(or CRM data)
Landing page with
conversion tracking

11.
Tools to create your Facebook ads
Basic:
Ads Manager
More Advanced:
Power Editor
Most Advanced:
Facebook PMD

12.
Facebook Ads Manager
• Simple, easy to use
• Auto-generate ads from the content
on your page or website
• Optimize to get new users, increase
app engagement, or manually bid
for clicks
• Define your audience using
demographic information, broad
categories, and precise interests
• Track conversions off Facebook
• Create one ad at a time

13.
Benefits of Facebook Power Editor
Custom
Audiences
Lookalike
Audiences
Saved Target
Groups
Partner
Categories
Track conversions
off Facebook
Optimize to
conversions off
Facebook
Ad Placement
Customization
Bid Types: CPM,
CPC, or Optimized
CPM
Bulk Ad Creation

14.
Getting started
Creative Targeting Optimization
Identify and reach your target audience
Create compelling ads which drive intent
Collect data and optimize to your performance goals

15.
Who are you trying to reach?

16.
Start with what you know
Location
Demographic
Online behaviors
Relationships
Education
Workplaces
Email, Phone User ID

17.
Leverage first and third party data
Interests
Broad Categories
Custom Audiences
Website Custom Audiences
Lookalikes
Partner Categories

18.
What do you want them to do?

19.
How to create a compelling ad
• Attract eyeballs with engaging
imagery
• Ensure relevancy (targeting &
delivery location)
• Drive purchase intent
(demonstrate value, strong CTA)
• Focus on product (self-identifiable)
• Keep messaging to the point
• Focus on the newsfeed

20.
Facebook ad specs
Photo Ad
Image: 1200 x 900 pixels, 4:3 ratio
Text: 500 character “safe zone”

21.
Facebook ad specs
Link Ad
Image: 1200 x 627 pixels, 1:1.91 ratio
Post Text: 500 character “safe zone”
Link Headline: 1-2 lines
Display Link: 1 line
Description: 2-3 lines

22.
Facebook ad specsFacebook ad specs
Right hand column
Image: 254 x 133 pixels, 1:1.91 ratio
Post Text: 90 characters
Link Headline: 25 characters
Display Link: 1 line

23.
Delivery locations
Desktop

24.
Delivery locations
Mobile

25.
It’s all about relevancy
Demographic
Seasonality
Events
Online and offline behavior
Interests and activities
Post click experience – landing page

26.
Who am I? • Female
• Born on March 11
• Living in Boston, MA, USA
• Married
• University of Delaware Alumni
• Employed at Nanigans
• Interests:
• The Handle Bar
• BostInno
• Back Bay Yoga
• Zappos
• Fab.com
• Allfacebook.com
• Gilt City
• Piperlime.com
• Recent Activity:
• Ran 10.94 miles with MapMyRun
• Favorited Culture at Nanigans on Slideshare
• Added boots to shopping cart at SoleSociety.com

27.
Effective ads • Relevant to interests
• Include social context
• Seasonal
• Product focused
• High quality imagery
• Drive intent through strong call to action

28.
Steps to setting up your campaigns
Upload Custom Audiences, create Lookalikes, and build Saved Target Groups
Build campaigns & ads
Define budgets and select bid type
Leverage Facebook’s conversion tracking

29.
Facebook account structure
Ad Account
Campaign
Ad set
Ads

30.
Facebook bid types
CPM (cost per 1000 impressions)
CPC (cost per click)
oCPM (cost per optimized* impressions)
CPA* (cost per action)

31.
Facebook conversion tracking
Create the pixel
Add the pixel to your website
Leverage oCPM bid type

32.
How to maximize your advertising budget
To start, use what you know about your target audience and build from there
Focus on creating high quality ads that will be relevant to your target audience
Limit test variables to glean meaningful learnings
Put your ads where the eyes are (in the News Feed!)
Not that all audience segments are the same, optimize for best results
Leverage oCPM bidding and offsite conversion pixels for better return

33.
Pro Tips: Optimization
Segment your target audience
Set up one ad set per audience segment
Test 2-4 ads per ad set (depending on budget)
Use oCPM bids to optimize to off-Facebook conversion events

34.
Pro Tips: Creative
20% text limit
Leverage call to action buttons with link
posts
Use image sizes larger than the minimums
to ensure highest resolution
Bold colors
Refresh creative often

35.
Questions?

36.
Carly Rodgers
Additional Resources:
Thank You!
• https://www.facebook.com/advertising
• http://www.nanigans.com/blog/
• http://www.allfacebook.com/
carly@nanigans.com
@crodgers311
http://www.linkedin.com/pub/carly-rodgers/8/122/b93
Intro to Facebook Advertising
2014 Marketer’s Guide to Facebook Advertising
Getting Creative: The Secret to Facebook Advertising Success
e-books: