How to amaze friends and thrill clients with facebook ads


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  • You already know that one of the strongest selling points of the Facebook Ads platform is the ability to target your exact audience. However, in recent months we’ve introduced new features to expand this – and have also learned a lot in terms of hypertargeting your exact audience.
  • In Facebook, we look at the targeting available through our system as two “buckets”.Structured is specific information we ask people to fill in – they don’t need to enter it all in, but it gives us a very specific answer if they do – be it their location, their gender, where they work, or their relationship staus.Unstructured is information that we let people fill out themselves, without given specific options – activities, things people are interested in, their favourite music and books. One of the key questions we get relates to targeting Groups, Pages and Applications – we can confirm that we take this content into consideration when allowing advertisers to target users. For example, I’m a Fan of the Arsenal FC official Page, and therefore advertisers who target people with an interest in “Arsenal FC” will have me in their target group.
  • TARGET CPA = £15This approach worked in the short term, but optimizing towards the best performing ads would exhaust users due to the large volume of imps that had to be delivered
  • Ad targeted to M 18-34CPA £XStopped because CPA>£X**The system delivers more imps against bigger sub-groupsM 18 - CPA £below XM 19 - CPA £above XM 20 - CPA £above XM 21 - CPA £below XM 22 - CPA £below XM 23 - CPA £below XM 24 - CPA £below X
  • Has anyone seen this Facebook home page “house ad”? How many times? Once? Twice? Ten times?Unlike Google AdWords, where you could “set and forget” your ad for an extended period of time, letting it run and getting responses, Facebook Ads require A LOT more tender loving care in order to perform. This is something that’s probably fairly different than what you’re used to doing for optimising your ads on search. On search, your customer generally sees your ad once, clicks, and buys. On Facebook, because you’re building brand awareness and generating demand over time, it’s fairly common that a user may see your ad many times before clicking on it – so to keep their interest, different creatives are needed. One of the key things to keep in mind when running Facebook Ads is that ad fatigue can kick in quite quickly. We have a rule of thumb based on our observations – when an ad generates 3x the impressions of the target audience size, it’s time to try a new creative. “Ad fatigue” – applicable to all online advertising (especially banner ads)
  • Same phone, different message based on gender/target audience
  • 24% CTR BoostThe more question marks there are in an ad, the higher the CTR is.Having a question in the title can also provide a slight boost. (1%)Don’t overdo it though! If it doesn’t make sense to have a question, just leave it out.
  • 23% CTR BoostEncourage users to act immediately.Words like “now” or “today” and phrases like “limited time” can help emphasize the importance of taking action.
  • 8% CTR BoostEveryone likes free/cheap things, so highlight this in the ad text.Try using words like:FreeDiscountPromotionalTrialComplimentary
  • Seasons work to your advantage.Ads using present tense, current events paint a picture that the ad is current and relevant.
  • Sometimes companies set up Facebook ads that, when clicked, direct people to a page different than expected. BAD PRACTICE.
  • Ads should direct people to the exact place they say they will. If the ad mentions a form direct straight to that form, etc.
  • Set up tabs to keep users withinFacebook.
  • Set up ads that direct users to shops within Facebook.
  • Set up forms within Facebook.
  • How to amaze friends and thrill clients with facebook ads

    1. 1. Speakers<br />@ThomasCrampton<br />APAC Director<br />Ogilvy<br />@JohnStauffer<br />Regional Director, Hong Kong<br />Ogilvy<br />
    2. 2. Tuning in from…<br />
    3. 3. Questions and Comments<br />@ogilvyasia<br />or<br />
    4. 4. Need advice?<br />The Social@ team is at your service, but we need:<br />Involvement early in the process <br />A clear brief<br />Sufficient time to respond<br />Email: <br /><br /><br />
    5. 5. 360 Digital Influence<br />How To: Amaze Friends and Thrill Clients with Facebook Ads<br />
    6. 6. AGENDA<br />Refresh and <br />Vary Creative<br />Target Your Audience<br />Be Facebook<br />Friendly<br />5 Secrets to Drive Clicks<br />
    7. 7. AGENDA<br />Refresh and <br />Vary Creative<br />Target Your Audience<br />Be Facebook<br />Friendly<br />5 Secrets to Drive Clicks<br />
    8. 8. Target your exact audience<br />
    9. 9. Deep targeting capabilities<br />
    10. 10. Segment and micro-target<br />demo and geo<br />targeting<br />likes, interests, education, work<br />targeting<br />connection<br />targeting<br />
    11. 11. Facebook DR – Micro-targeting real people<br />Fashion<br />Traveling<br />Lady Gaga<br />Seinfeld<br />Fight Club<br />Tennis<br />28-29<br />29-30<br />30-31<br />32-33<br />33-34<br />34-35<br />35-36<br />User Likes and Interests<br />
    12. 12. Targeting large groups<br />Works in short term, in long term large volume of impressions exhausts users<br />£8<br />18-34<br />£20<br />18-34<br />£11<br />35+<br />£16<br />35+<br />£11<br />18-34<br />£18<br />18-34<br />£9<br />35+<br />£10<br />35+<br />
    13. 13. Granular targeting<br />What happens if we set up unique ads per each age sub-group?<br />23<br />21<br />22<br />24<br />18<br />M 18 - CPA on budget<br />M 19 - CPA over budget<br />M 20 - CPA over budget<br />M 21 - CPA on budget<br /> M 22 - CPA on budget<br /> M 23 - CPA on budget<br /> M 24 - CPA on budget<br />M 18 - 24 – CPA over budget<br />19<br />20<br />*OVERALL CPA Improved by 28%<br />
    14. 14. AGENDA<br />Refresh and <br />Vary Creative<br />Target Your Audience<br />Be Facebook<br />Friendly<br />5 Secrets to Drive Clicks<br />
    15. 15. Anticipate ad fatigue relative to target size<br />Facebook Ads ≠ Search Ads<br />Rule of thumb: Refresh your ad creative when that ad generates impressions that are 3x your target audience size <br />The Click Through Rate (CTR) Magic Number:<br />0.023%!<br />*When CTR drops below this number then it is time to refresh ads<br />
    16. 16. Refresh creative with simple changes<br />
    17. 17. Refresh creative with simple changes<br />
    18. 18. Refresh creative with simple changes<br />
    19. 19. Where they were…<br />
    20. 20. …and where they are now<br />
    21. 21. Vodafone<br />
    22. 22. Vodafone: Tailored messaging<br />Same phone, different message based on gender/target audience<br />
    23. 23. AGENDA<br />Refresh and <br />Vary Creative<br />Target Your Audience<br />Be Facebook<br />Friendly<br />5 Secrets to Drive Clicks<br />
    24. 24. 1. Colored borders reach various demographics<br />
    25. 25. 2. Ask questions<br />
    26. 26. 3. Include a time prompt<br />
    27. 27. 4. Emphasize discounts and free offers<br />
    28. 28. 5. Use seasonality and current events<br />
    29. 29. AGENDA<br />Refresh and <br />Vary Creative<br />Target Your Audience<br />Be Facebook<br />Friendly<br />5 Secrets to Drive Clicks<br />
    30. 30. Landing page –<br />
    31. 31. Landing page –<br />✔<br />
    32. 32. Keep users within Facebook - Travel<br />
    33. 33. Keep users within Facebook - Retail<br />
    34. 34. Keep users within Facebook - Finance<br />