The document provides an overview of best practices for Facebook advertisements, emphasizing the importance of targeting and content alignment with overall marketing strategy. It discusses the types of Facebook ads, key metrics for success, and notable case studies demonstrating varied ROI outcomes. The document highlights the need for continuous optimization and testing of ad campaigns to enhance effectiveness and achieve desired results.

1. WTF
Stefanos Karagos – XPLAIN.co – Digital Marketing Forum 2013
#
best practices & roi
WELCOME TO FACEBOOK ADS

2. Hello!

3. xplain.co
about

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Clients
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Proud
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FROM THE BRILLIANT START-
UPS AND CHALLENGING
BRANDS THROUGH TO THE
BIGGEST, BEST AND
MOST ESTABLISHED
COMPANIES IN THE WORLD, WE
WORK WITH AMAZING CLIENTS.

6. NO MORE SPAM :-)
OK!

7. once upon a time
there were 3 media
layers
wtf
understand the facebook ecosystem

8. Paid Owned Earned
Paying to leverage the
power of a channel to
deliver a message that
drives to another type
of media.
Dynamic content in a
controlled environment.
Setup as a repeatable,
value-added
experience.
The customer as a channel.
Built through engagement,
conversation and content
sharing.
Ads Fb page Pure ugc

9. today fb needs money,
so fb ads are
the main bull-horn
Stock markets rule
the social web too

10. ?

11. The
basics

12. fb ads are
social
You can reach out to people in their
social environment during their social
activities.
The fact that a user sees that his
friends like a page, a post etc. is a very
intensive Social Recommendation.

13. fb ads are
razor sharp
targeted
You can target your campaign's
audience by location, gender, age,
education and other demographic
criteria.

14. fb ads are
personalized
& microtargeted
What is even more important, you
can target Facebook users by their
specific interests, activities and
hobbies, family status, shopping
habits, Facebook connections and
even by their date of birth, to create
highly personalized messages to
them.

15. main objectives
for an fb ads
campaign
build/increase
brand awareness
branding
disseminate
specific information*
fan recruitment
lead generation
sales
1
2
3
4
5
6
(*for example,
a new product launch)

16. understand
the fb ads ecosystem

17. market
place
sponsored
stories*
Also called standard ads, they
appear in the right-side column
of Facebook properties. They
can include a social
recommendation, even if they
lead off Facebook.
They advertise Facebook users'
activities (for example, a page
or post like, a post comment, a
place ckeck-in) to these users'
friends.
You can further promote your most
successful content to your fans and
their friends by creating an ad from a
post that was originally published on
your page.
most common ad types, that work
Page post
Ads*
*Desktop News Feed, Mobile News Feed, Right Side Column

18. Always remember!
Your Facebook ad
campaigns are an integral
part of your Content and
must be aligned to your
overall Content Strategy!

19. The
metrics
and tools
that matter

20. CPC
cpm
CTR
impressions
actions
reach
frequency
Cost per Click
Cost per Thousand Impressions
Click Through Rate: Percentage of Clicks
to the number of Impressions
Total number of views
Every action related to your page, that the user
performs after having clicked on an ad*
Number of Unique Users
who have seen an Ad
Number of times a user has seen an ad
You
have
to know
*Page like, post like/comment/share, video view, answer to a question etc.

21. facebook ad manager
facebook power editor
third party api tools
use
The
Tools
The Default Simple Solution
The Advanced Tool For Bulk Editing
Sophisticated Tools Which Cover Special Needs
And Are Mostly Expensive

22. latest developments
in facebook advertising

23. FACEBOOK
EXCHANGE
(FBX)
CONVERSION
MEASURMENT
&OPTIMIZATION
MULTI SITE
TARGETING
DIRECT SALES
& ACTIONS
Through Facebook Exchange, advertisers and agencies have been able to use
cookie-based targeting through Demand-Side Platforms (DSPs) to reach their
audience on Facebook with more timely and relevant messages.
It works by counting relevant user actions, such as registrations and shopping cart
checkouts, that are driven by people seeing an ad on Facebook.
latestdevelopments

24. WHERE IS THE ROI?

25. In May 2012 General Motors Co
announced that they wiіll stop
advertiіsiіng on Facebook because
Facebook ads had liіttle iіmpact on
buyers' behaviіor.
AdAge points out that General Motors'
decision was taken after they were
deniіed by Facebook the complete
brandiіng of Facebook pages.
?
!

26. In June 2012 Zappos announces a 3.5×
ROIІ in the last two years with a spending
of about $10 million.
In September 2012 Facebook's
partners report that the company's
Exchange ad-buying program has resulted
in up to a 20x iіncrease of ROIІ.
€
€
€

27. In November 2012, Facebook Global
Marketiіng Chiіef, Carolyn Everson,
announced that Samsung receiіved
a 1,300 percent Return On
IІnvestment from a campaign for
Samsung Galaxy S IІIІIІ.
€
€
Do you Beliіeve iіt??

28. our outcomes
Running:
>100 Brands
>48.300 FB Campaigns
>9,7 Billion Impressions

29. impressions create value
of sales from online ad
campaigns are a result of
Impressions without Clicks.
Correct Targeting is more
important than CTR.
93%

30. reach drives revenue
Reach has always been
important - in traditional as well
as in Online advertising.
Campaigns optimized for Reach
had a 74-76% higher ROI.
76%

31. The number of users (Fans
& Non-Fans) who visited
your Page, or saw your
Page or one of its posts in
the News Feed or ticker.
What Does it Tell us?
How effective is your
Content and Content
Strategy in reaching out to
more users?
Are users visiting your
page?
The number of people who
saw your Page or one of its
posts from a story
published by a friend.
What Does it Tell us?
How effective is your
Content Strategy and your
Paid Ads in motivating
users to engage and share
your content with their
friends.
The number of users (Fans
& Non-Fans) who saw a
Sponsored Story or Ad
pointing to your Page.
What Does it Tell us?
How much are paid efforts
contributing to your
results?
Organic paid viral
the 3 flavors of reach

32. 10,3
Millions
1,9
Million
150 K
Friends of Fans
Force
Reach Last Month
Fans
(17-55)
The power
of networks

33. if message is right, frequency is key
increase of ROI using
Optimized Frequency
of Facebook Ads.
A too low Frequency can be as
bad as a too high Frequency.
Test, monitor and measure your
ads to find the ideal value for
each individual campaign.
42%

34. Best practices
You have to know

35. facebook.com/ad_guidelines.php
38%
of FB Ads were
Rejected because
they were Violating
the Guidelines!
follow the facebook
advertising guidelines

36. A Facebook ads campaign is
not an isolated island.
It must be aligned with your
overall Content Strategy,
Objectives and Aesthetics.
fb ads have to be part
of your brand’s strategy

37. Use clear images and close-
up photos (also valid for
page posts that will be used
as Page Post Ads).
Create texts with a clear
Call To Action.
keep it
clear & close

38. Targeting a very broad audience
without taking into account the users'
interests, demographics etc. is
SPAMMING and will adversely affect
your campaign's CTR.
Do not spam
Facebook users.

39. Create multiple variations of
your ads and monitor their
performance. Identify the best
performing units and pause the
rest of the ads.
As a rule of thumb, start
with about 100 units to be
able to test body texts,
images but also target
groups.
a/b test
all the time

40. stop bombarding
your audience
Facebook users are not
helpless TV viewers.
They can react to
annoyances by hiding or
even reporting your ad
when they had enough.

41. optimize, optimize,
optimize.
always
Do not "fire and forget"!
Closely monitor your
campaigns, optimize and
refresh with new texts and
images.

42. Create your own
cocktail.
Use a mix of standard
ads and news feed ads to
gain a satisfactory Reach,
drive Engagement with
your page and Recruit
new fans for your page.

43. Optimized cpm
could help your brand
Give oCPM (optimized CPM) a try.
When it was first introduced, it
confused many advertisers, but
things are much better now!

44. Keep your Ad’s Content
Human Optimized but
don’t forget to do the
same to your landing
page content.
Don’t forget:
Content is the King
only if you Treat it Like
a King!
human-optimize
your content

45. Don’t be afraid
to break some eggs

46. but keep
the brand clear!

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