This document discusses strategies for Facebook and Instagram advertising. It introduces Codalab as experts who help advertisers improve ROI through a data-centric understanding of conversions. Codalab offers advertising campaign setup and optimization, customized reporting, and training. The document then lists three things to learn, forget, and change regarding Facebook advertising, focusing on optimizing for the right actions and user experience, using pixel data to measure conversions, and improving security and strategic use of insights.

1. The present and near-future of
Facebook + Instagram advertising
codalab.eu
Lkdn: bricechalopet

2. THE EXPERTS FOR FACEBOOK AND INSTAGRAM ADVERTISING
WHO WE ARE
Codalab helps online advertisers get
the ROI they need by developing
a data-centric understanding of their
conversion path and leveraging
Facebook entire family of apps
(Facebook, Instagram, Messenger,
WhatsApp) and solutions (advertising,
insights, communication)
MENLOOK
c-monetiquette.fr
Brice Chalopet
Founder of Codalab

3. THE EXPERTS FOR FACEBOOK AND INSTAGRAM ADVERTISING
OUR SERVICES
▸ Advertising campaigns: from auditing
the client to defining the strategy,
including setup, optimisation and
reporting
▸ Reporting: create personalised
reporting dashboards that enable
analysing all the KPIs in real time
▸ Training: on all Facebook + Instagram
topics (paid and organic topics) and
their tools (Ads Manager, Facebook
Analytics, Business Manager, etc.)

4. THE
ALGORITHM
THE PIXEL
THE ASSETS
Learn
SECURITY
STRATEGY
ANALYSIS
Change
FACEBOOK
PRE-2018
DESKTOP
(ALMOST)
LOW CPM
Forget

5. 3 things to
forget

10. https://www.wordstream.com/blog/ws/2019/03/25/online-advertising-landscape

11. https://techcrunch.com/2019/04/18/instagram-no-lik

13. https://www.marinsoftware.com/resources/benchmark-reports/reports/q4-2018 https://www.theverge.com/2019/4/15/18311406/facebook-news-feed-stories-interface-test-horizontal-scrolling

19. 3 things to
learn

21. Options create complexity
OBJECTIVES
13
COMBINATIONS
x 6
FORMAT
x 4
PLACEMENTS
x 15 x 11 = 51,480
DEVICES TARGETING

23. TOTAL VALUE ADVERTISER
BID
ESTIMATED
ACTION
RATE
USER VALUE= x x
Know / bid your
true value
‣ Optimise for
the right action
‣ Optimise your
website
conversion rate
‣ Get 5
conversions /
day
‣ conversion rate
ranking
‣ Respect your
audience
‣ quality ranking
‣ engagement
rate ranking
Maximising advertiser value
Optimising consumer
experience

24. A pixel is worth a thousand insights
Build audiences
for website visitors
Optimize
for conversions
Measure
cross-device conversions
The Facebook Pixel and SDK are the backbone for successful campaigns on Facebook

27. https://www.facebook.com/ads/library/

28. 3 things to
change

29. https://www.facebook.com/business/news/tips-to-keep-your-facebook-account-and-business-page-secure/

30. HOW TO BUILD AN INTIMATE RELATIONSHIP WITH OUR CLIENTS AND INCREASE
LIFETIME VALUE
DIGITAL STRATEGY
▸ Discovery
▸ Branding | Inspiration | Recommandation
▸ Get the brand discovered and recommended
▸ Purchase
▸ Stimulation | Reduce friction
▸ Transform the interest in purchase
▸ Post purchase
▸ Follow up | reengagement
▸ The first purchase is just the beginning of the relationship

31. ADS MANAGER INSIGHTS

33. THE
ALGORITHM
THE PIXEL
THE ASSETS
Learn
SECURITY
STRATEGY
ANALYSIS
Change
FACEBOOK
PRE-2018
DESKTOP
(ALMOST)
LOW CPM
Forget