This document discusses optimizing Facebook campaigns to drive real ROI. It recommends developing customer personas and targeting ads based on those personas rather than just demographics. Specific tips include refreshing ad creative every 72 hours, targeting ads to existing fans who click 7x more than non-fans, and linking ads to Facebook apps for higher conversion rates. It provides an example of a company that improved CTR over 9x and CPA over $1,000 by applying these techniques.

1. Driving Real ROI With Facebook
Jared Roy
Senior Director, Performance Marketing, Webtrends

3. Only 60% of National Advertisers are
measuring the ROI of their social
media efforts
Association of National Advertisers “2012 Digital/Social Media Survey”

4. Facebook Campaign Optimization
• At Webtrends, we help customers meet their specific
social media objectives through proven strategies
leveraging our world-class products and services.
• Whether your objectives are fan growth,
engagement or monetizing existing fans,
Webtrends leverages strategy, targeted ad buys,
engaging Facebook applications, and deep
measurement to reach those goals.

5. Webtrends Maximizes Social ROI
• Some of our customers using our Webtrends
Facebook Campaign Optimization best practices
are getting cost per actions that are lower than paid
search.
• Using our cross domain tracking, our customers can
prove when Facebook campaigns drive searches on
Google days or even weeks later that lead to a
conversion. That means our customers can give
Facebook a more comprehensive revenue
attribution.

6. Questions to ask yourself
• Why are we doing this?
• Who is our audience?
• What do we want our audience to do?
• How do we know it’s working?
Build
your
audience
6

7. Why are we doing this?
• Create Awareness
• Increase Sales
• Customer Service
• Market Research
Build
your
audience

8. The Webtrends Approach
1. Build your audience
2. Market to & monetize your fans
3. Measure & optimize

9. Step
1
–
Build
your
audience

10. The Truth About Facebook Posts"
Source: PageLever
Build
your
audience

11. Facebook Targeting With Personas
1. Use geographic and demographic data to
REFINE your personas, not to DEFINE them
2. Break out interests into logical personas
Build
your
audience

12. Persona Targeting Mistakes
1. Demographic targeting only
Demographic targeting only
Build
your
audience

13. Persona Targeting Mistakes
2. Geographic targeting only
Build
your
audience

14. Persona Targeting Mistakes
3. Interest clumping only
Build
your
audience

15. The Biggest Targeting Mistake:
Cluelessness
Build
your
audience

16. Getting It Right
Build
your
audience

17. Step
2
–
Market
to
&
Mone7ze
Your
Fans

18. Facebook Ad Primer
• Sponsored stories
• Page post ads
• Promoted posts
• Marketplace ads
Market
to
&
mone3ze
your
fans

19. Sponsored Stories
Are built around user activity and advertisers
pay to highlight an action to be shown to a
user’s friends
Market
to
&
mone3ze
your
fans

20. Page Post Ads
• Advertisements that begin as posts on a
fan page but get additional paid
distribution among fans, friends of fans, or
non fans & appear in the News Feed or
the sidebar
Market
to
&
mone3ze
your
fans

21. Promoted Posts
• Promoted Posts are similar to Page Post Ads,
but they are bought through the Promote button
on a post itself to existing fans or friends of fans
Market
to
&
mone3ze
your
fans

22. Marketplace Ads
• Marketplace Ads are desktop sidebar
advertisements
Market
to
&
mone3ze
your
fans

23. Ads To Fans Is The New List Marketing
• Fans are 100% opt-in
• Ads are your email campaigns
• Apps are your landing pages
• Facebook fan page is your website
Market
to
&
mone3ze
your
fans

24. Ads To Fans
Ad"
.05%" Avg. CTR of ads to non-fans"
.35%" Avg. CTR of ads to fans "
Market
to
&
mone3ze
your
fans

25. Step
3
–
Measure
&
Op7mize

26. Become an Analytics Geek

27. Pu@ng
It
All
Together

28. Example: Motorcycle Superstore
• Used to do interest clumping

29. Persona Development
• Objective: fan growth
• Created 3 personas: Sport bike riders,
Cruiser riders, Dirt Bike riders

30. Original ad ran for three months
Increased CTR 3X
Persona ads rotated creative every 72 hours
Reduced fan acquisition from $0.80 to $0.33

31. Example: Motorcycle Superstore
Objective: Monetize fans
Targeted at Fans
Segmented by personas

32. Avg Order Value
1. Email $129.94
2. Social $127.09
3. Search $124.37
4. None/Organic $111.74
5. Affiliate $109.61
6. Display $104.30
Apps are ideal
landing pages for
Facebook ads
Individual products
tagged and optimized

33. Example: Engage
• Persona of interest & workplace
• Ads to .com: CTR = .017%, CVR = .22%,
CPA = $1,255

34. Example: Engage
• Persona of interest & workplace
• Ads to app to .com:
CTR = .16% vs .017 over 9X
CVR = 27% vs .22% over 122X
CPA = $99 vs $1,255, $1,156 less

36. Page Post Ads
• Ads to non fans CTR .12%
• Ads to fans CTR .31%
• Over 2.5X

37. Facebook Campaign Best Practices
1) Develop personas prior to doing any advertising
2) Use many highly targeted ads, not one big reach ad
3) Refresh creative because ad CTR peaks within 72 hours
4) Target ads to fans for conversion because they click 7X more
on ads than non-fans
5) Link ads to Facebook apps instead of websites because they
get over 2X the conversion rate & CPC of 29% less
6) Measure & optimize through analytics

38. Webtrends Social Solutions
Social Marketing Solutions provide the measurement strategy, services, and technology
necessary for proving the effectiveness of your social campaigns.
The Three P’s for Success
Product Practice Partners

39. Sessions You Must See
• What To Measure in Social
Wednesday @ 10:10am
• Susan Etlinger. Industry Analyst, Altimeter Group
• Merlyn Gordon. Senior Product Marketing Manager, Webtrends
• Facebook Campaign Optimization Panel Discussion
Wednesday @ 11:10am
• Eric Christopher. Vice President of Sales, Shoutlet
• Greg Gunn. Vice President Business Development, Hootsuite
• Merlyn Gordon. Senior Product Marketing Manager, Webtrends
• Jared Roy. Director Performance Marketing, Webtrends
• Designing A Measurement Framework For The Social Enterprise
Wednesday @ 2:40pm
• Susan Etlinger. Industry Analyst, Altimeter Group
• Jeff Seacrist. VP Product Marketing Partner Solutions, Webtrends
• Driving Conversion With Performance Marketing
Wednesday @ 3:40pm
• Kirk Ramble. Principal Optimization Consultant Webtrends

40. Rate
Session
&
Speakers/
Panelists

41. Thank You
Questions?
Jared Roy
Jared.Roy@webtrends.com
blogs.webtrends.com
@jaredroy

42. Most Important Targeting Concept:
Personas