Presentation from my talk at Tech in Asia's meetup in Singapore. Topic: Facebook Ads Optimisation.

1. Facebook Ads
Optimisation
Meetup

2. Preetham Venkky
Digital Strategist & Business Head - KRDS Asia
facebook.com/ideasmaverick
ideasmaverick@gmail.com
+65 83 54 3326

3. The Mission

4. Facebook’s mission is to give people
the power to share and make the
world more open and connected.

5. FIND AND REACH YOUR AUDIENCE WITH PRECISION
AT SCALE WITH FACEBOOK ADVERTISING
CONNECTING WITH, ENGAGING AND
INFLUENCING YOUR CUSTOMERS
CONNECT
THE POWER OF FACEBOOK ADVERTISING
MORE PEOPLE, ON MORE DEVICES,
MORE OFTEN THAN ANYWHERE ELSE
HOURS SPENT ON DESKTOP PER PERSON PER MONTH 2 1
1
61%
YEAR OVER YEAR MOBILE
USER GROWTH
600M
6:35
FACEBOOK
3:20
GOOGLE
TM
2:07
YAHOO
TM
1:55
MICROSOFT
TM
1B
58%RETURN DAILY
TOTAL
MONTHLY
ACTIVE
USERS
MONTHLY ACTIVE
USERS ON MOBILE

6. ENGAGEBUILD MEANINGFUL
1:1 RELATIONSHIPS
3,200,000,000
FACEBOOK IS AN EXTREMELY ENGAGING PLACE
AGE
GENDER
DMA
CITY / STATE / ZIP
BIRTHDAY
EDUCATION
WORKPLACE
RELATIONSHIP STATUS
LIKES & INTERESTS
FRIEND CONNECTIONS
ACTIVITY (E.G., CHECK-INS)
INTENT
DEMOGRAPHIC
SOCIAL
PERSONAL
FIND THE RIGHT CUSTOMERS
WITH BETTER TARGETING
REACH THE RIGHT
PEOPLE EFFICIENTLY
LIKES AND COMMENTS EVERY DAY IN THE WORLD 4
3
FACEBOOK
FACEBOOK94%
91%
77%
27%
ALL
PUBLISHERS
ONLINE
AVERAGE
ALL TARGETING ACCURACY
NARROW TARGETING ACCURACY
( 15 YEAR SPAN)
COST
SAVINGS47%
COST
SAVINGS71%
VS
VS

7. 3,200,000,000
FACEBOOK IS AN EXTREMELY ENGAGING PLACE
BIGGER ADS, AT THE CENTER
OF OUR DESKTOP AND MOBILE
EXPERIENCE
ENGAGE
ACROSS
PLATFORMS
TO REACH
PEOPLE
WHEREVER
THEY ARE
COMMON MOBILE AD
FACEBOOK
SPONSORED
STORY IN
NEWS FEED8X+ENGAGEMENT FOR PAGE
POSTS IN NEWS FEED
LIKES AND COMMENTS EVERY DAY IN THE WORLD
5
4
398X398 FACEBOOK SPONSORED
STORY IN NEWS FEED
300X250 DISPLAY AD

8. 49%
HAD A 5X OR GREATER
RETURN ON AD SPEND
CREATE WORD OF MOUTH AT SCALE
ACHIEVE HIGHER BRAND
RESONANCE AND ONLINE SALES
DRIVE OFFLINE SALES
+98%
DRIVE BUSINESS RESULTS
MORE EFFECTIVELYINFLUENCE
+31%
GREATER BRAND AWARENESS
ONLINE AVERAGE ONLINE AVERAGE
BETTER AD RECALL HIGHER SHARE OF CONVERSIONS
+192%
TRUST WORD OF MOUTH OF
FRIENDS & FAMILY
TRUST TV, RADIO &
NEWSPAPER
47%92%6
7
9
3-5X
5X+
ROI
ROI
70%
HAD A 3X OR GREATER
RETURN ON AD SPEND
IN AN ANALYSIS OF OVER 60 CAMPAIGNS ON FACEBOOK
35%LOWER COST PER
CONVERSION
8
ONLINE AVERAGE

9. Paradigms

10. }
Maslow’s Hierarchy
of Social Needs

11. Purchase Funnel
Social Feedback Cycle

13. POEM
Framework

15. OWNED
MEDIA
• Facebook / G+ Page
• Website / Micro-site
• Twitter Account
• YouTube Page
• LinkedIn Company Page
• Corporate Blog

16. EARNED
MEDIA

17. PAID
MEDIA
• Social Ads
• Banner Ads
• Sponsored Stories
• Road-blocks
• Video Ads
• Contextual Ads
• Mobile Ads
• Pop-up Ads

20. Now
Deprecated

31. https://www.facebook.com/ads/manage/powereditor/

36. Goal! Goal! Goal!
What is the objective?

53. Split Testing

58. Optimisation Tips

59. Ask a question in the ad
Not only will this drive in-line likes (fans), but
encourages participation. Consider asking them if
they like you or the interest you’re targeting — but
make sure you’re still relevant or you’ll be
disapproved.

60. Write short ad copy
Sure you can use up all 135 characters in the body
and 25 characters in the headline, but odds are that
people won’t read it all. On Facebook, people are
unlikely to conduct serious business, so make it light
and easy.

61. Use a close-up face in your image
Smiling is better, as well as looking directly at you.
This is FACE-book, so use FACEs in your ads.

63. Personalize the image
If they’re a 45 year old white female, we’re not going
to show an urban teenager rocking out. People
usually convert better when the ad model is closer to
them — the exception is dating and beauty products.
Baby products can be like that, too. Whatever the
case, test it.

64. Capitalize a couple words
Saying FREE is not okay in AdWords, but we see it
all the time on Facebook. Give it a shot!

66. Use numbers and unusual characters
If you make a claim — don’t say “We can help you
save money on insurance.” Don’t even say “We can
save you 15% on your insurance.” You need to be
more specific — “Save 17.3% in just 3 minutes!”

67. Stimulate emotion
“You’ll be sorry if you don’t attend Tech in Asia’s
meetup.” Arouse curiosity. Message it as if it was a
personal friend talking to a personal friend — “You
folks are an awesome audience, now click like!”

68. Send users to your Facebook page
This is where custom tabs, especially a reveal tab or
engagement app positively rules.

70. Follow through on the promise on the
landing page
Don’t send everyone to exactly the same page, as
opposed to differing landing pages based on what’s
targeted in the interests and ads.

71. Dayparting
Consider how time of day may affect the messaging
as well as the type of user you see. For example, if
you’re selling cold and flu medication, you might
run ads between midnight and 6 am saying “If you
were using X, you’d be sound asleep right now.”

72. Fan targeting
Once you have all these fans, you have to keep the
conversation going. The fan targeting won’t give you
much volume, it has the highest CTR of any ads you
run. It’s the equivalent of social retargeting.

74. Preetham Venkky
Digital Strategist & Business Head - KRDS Asia
facebook.com/ideasmaverick
ideasmaverick@gmail.com
+65 83 54 3326
Thank You!