This document discusses how to create effective Facebook ads that drive action. It recommends using engaging formats like carousel link ads and video ads. Carousel ads can showcase multiple images or promotions to drive different stages of the customer journey. Video ads under 10 seconds can generate much of an ad's value. Dynamic product ads allow remarketing entire catalogs. The document also covers targeting best practices like custom audiences, lookalike audiences, and segmentation to find the right audiences.

1. Creative
Create ads that can scale and drive action

2. Ad format

3. Ad format
Link ad, video ad, carousel link ad
Carousel link adVideo

4. 100
90
80
70
60
50
40
30
20
10
0
0 3 10 20 30
72%
44%
People who watched under 10
seconds of video created up to 74%
of total campaign value
Cumulative impact
on ad recall
Cumulative impact
on brand awareness
Cumulative impact
on purchase intent
Cumulative
campaignimpact
Total seconds of video watched
100
90
80
70
60
50
40
30
20
10
0
0 3 10 20 30
74%
47%
100
90
80
70
60
50
40
30
20
10
0
0 3 10 20 30
65%
32%
Source: Facebook commissioned Nielsen to analyze its database of BrandEffect studies, identifying 173 studies that included video worldwide
between mid-December, 2014 and mid-February, 2015. Test / control design of the studies measured attitudinal impact of an ad campaign.

5. Carousel ads
• Provides you with more creative real-estate in News Feed and
drives people to your website or mobile app to convert
• Use video as a creative option in any slot of the carousel unit
• Use the carousel format across objectives

6. Drive awareness
with eye-catching creative

7. Drive consideration
by showcasing different
images of the same product

8. Drive conversions
By showcasing different promotions
Shutterfly saw a
20%
higher click-through
rate compared to
standard link ads
Source: Facebook case study, February 2015 .

9. Combine video creative with
the carousel format to drive
users down the funnel

10. When comparing
carousel link ads to
standard link ads,
advertisers saw:
30-50%
20-30%
decrease
in CPA
decrease
in CPC
Carousel format drives results

11. Automation with DPA
Remarket your entire product catalog to people browsing your website or app
Your website or app
Dynamic product ads

12. Power of DPA
• Scale
• Always on
• Cross device
• Highly relevant

13. Targeting

14. People-based marketing…
right message to the right person

15. Overview of Facebook targeting
Core
audiences
Custom
audiences
Lookalike
audiences
Find more people who
look like your audiences

16. Custom audiences
Matched
targets
Your data FacebookPeople you know
on Facebook

17. Custom audiences
• Audience Data Upload
• Mobile App Custom Audiences
• Website Custom Audiences
• Custom Audiences API

18. Audience matrices
New
users
Non-purchase
users
Purchase
users
Active
users
Lapsed
users
Highly engaging
users
Frequent
purchase users
VIP
users

19. Segmentation examples
(e-commerce)
• Electronics
• Fashion
• Sports
• Frequency of visit
• Last login time
• Last purchase time
• Cheaper products
• Higher value purchases
• Purchases during specific
seasons or sales
Recency
patterns
Different
product
categories
Different
purchase
value

20. Segmentation examples (travel)
• Residential location
• Destination location
• Seasonal best locations
• Booking time / window
• Last minute / planned
travelers
• Login status
• Member status
• Booking class
Different
recency
Different
location
Different
loyalty
groups

21. Segmentation examples (gaming)
• Tutorial completion
• Registration completion
• Usage of specific
functions in the game
• Very active users
• Less frequent users
• Churning users
• Purchase values
• Monthly subscriptions
• Different in-game purchase
types (recovery, speed up,
PVP item, etc.)
Different
activity
patterns
Different
in-game
behavior
Different
purchase
patterns

22. Apply user segments in acquisition
Custom
audiences
Lookalike
audiences

23. Audience overlap
• Users can only see your ad 2
times a day
• Overlapping audiences result
in wasted deliver opportunity
Audience 1
Interest
Audience 2
Demographic
Audience 3
Active users LAL
Audience 4
Paid users
LAL

24. Tiered lookalike strategy
• Start with the 1% LAL from your
most valuable users
• Bid accordingly
• Next LAL tier excluding previous tier
• Bid slightly lower
• Repeat until 5–7% LAL and more
generic targeting
Best
matching
users