This document discusses Facebook advertising and optimization strategies. It notes that early Facebook ads were limited to static banners but now offer more options like paid search ads. Marketplace bidding allows for unlimited ad variants and rich targeting. The document advocates moving from broad demographic targeting to more granular microtargeting of audiences based on interests, age ranges, gender and pages liked. Case studies show how optimizing ad combinations for relevancy across different titles, images and copy for Vodafone increased click-through rates, delivery and lowered costs per action. One strategy involved testing 27,000 ad variations simultaneously on Facebook.

2. Facebook‘Facebook advertising doesn’t work. It’s the equivalent of having an N-Power ad thrust at you whilst having a pint in the pub with your mates’Simon Mansell – CEO, TBG Digital, 2007© TBG Digital 2010

3. Facebook AdsNew Rules– The ASU*Display constrained by static banners Unlimited image options with the advantages of paid search copy= Limited optimisation= Micro targeting ability© TBG Digital 2010*Ad Sales Unit

4. Facebook AdsHomepageFirst 5 impressions

5. Fixed cost

6. 3 ad variants

7. Limited Targeting© TBG Digital 2010

8. Facebook AdsMarketplaceAuction bidding

9. Unlimited ad variants

10. Rich targeting

11. Optimise© TBG Digital 2010

12. Facebook VariateApproach© TBG Digital 2010

13. Facebook TargetingOld Thinking – Display advertisingBroad demographic targetingAge: 28 – 55Gender: MaleInterests: Health, Sports, Driving, ArtsSite list: Men’s Health, FHM, Autotrader© TBG Digital 2010

14. Facebook TargetingNew Rules -Micro targeting your audience Sunday leagueMatch of the dayContact lensesGlassesSoccer AMFootball28-2929-3030-3132-3333-3434-3535-36‘I like....’© TBG Digital 2010

15. Facebook Tools© TBG Digital 2010

16. Facebook Tools© TBG Digital 2010

17. Facebook CPCs© TBG Digital 2010

18. Facebook API and ONE© TBG Digital 2010

19. Facebook ResultsCPA halvedIncreased volume x20Maximised ChristmasIn -house activity© TBG Digital 2010

20. Facebook Results2.5 Billion ads per day

21. 76,000 ad variants live for Yellow Pages

22. Sub $3 CPA for Major Airline

23. More volume for Vodafone than Google

24. 200,000 installs a day for EA Games© TBG Digital 2010

25. Facebook – Vodafone Case StudyObjective: SIM only contractsUnique offers such a “Only For Girls”= Pink Samsung Blade with SIM-only valueTested 8 different product offers with layers of demographic and geographic targeting

26. Optimised against conversion rate

27. 4,000 new contract customers per month© TBG Digital 2010

28. Facebook – Vodafone Case Study30 x Titles – 25 Characters30 x Images – 110 x 80 pixels 30 x Body Copy – 135 Characters30 x 30 x 30 = 27,000 combinationsImproving ad relevancy increases CTR and delivery, and lowers CPC/CPA

29. Optimise well-performing combinations and scale up delivery© TBG Digital 2010

30. Facebook – Vodafone Case Study27,000 different ads for Vodafone live simultaneously

31. Each ad appeals to a different audience

32. Optimisation improves relevancy and volume© TBG Digital 2010

33. ONE Media Manager – Bid To CPA© TBG Digital 2010

34. ONE Media Manager – Image Gallery© TBG Digital 2010

35. ONE Media Manager – Ad Scheduling© TBG Digital 2010