The document provides an overview of Facebook advertising strategies and best practices. It discusses developing a content strategy, targeting the right audiences, optimizing ad campaigns, tracking conversions, and analyzing performance metrics. Case studies are presented showing how companies like Banana Republic, iTrueMart, Vichy, and Salesforce used custom audiences, retargeting, and audience insights to increase sales, boost brand awareness, and improve return on ad spend. Resources for continuing education on Facebook marketing are also listed.

1. BOLOGNA BUSINESS SCHOOL
Alma Mater Studiorum Università di Bologna
Facebook Ads: strategy and performance
05/28/2015
2014/2015
Federico Oliveri
Marketing, Communication and New Media

2. 2
Facebook Strategy
Content Strategy
In – depth: Google Adwords vs Facebook Ads and Facebook Changes Its News Feed Algorithm
The advertising is the first
strategic driver for every activity
on social media.
All actions should be directed to:
1. business audience
aggregation
2. deepening target
knowledge
3. convertion

3. 3
Grow & Active Model
Content Strategy
In – depth: How To Create a Content Marketing Strategy
The digital presence (website + social media)
and the Content Strategy (editorial plan +
campaigns) are assets thanks to which are
tracked and aggregated (over time) proprietary
business audience
The audience grow
dynamically with the
advance of the Content
Strategy and can be
activated if necessary

4. 4
Framework
In – depth: 11 Examples of Facebook Ads That Actually Work (And Why)
Define
your
Objectives
Competitor
analysis &
benchmarking
Choose
the right
Format
and
Content
Define
your KPIs
Fine -
Tuning
Integrate the adv
Creativity with the overall
Content Strategy
Understand
your Audience

5. 5
Facebook Marketing Funnel: actions and goals
Demand
Generation
Demand
Fulfillment
Connections
Management
Nurture
Remarketing
Build Relationship
Up-Selling
Engage
Lead Generation
Awareness
Convertion
Loyalty and
Advocacy
Audience Building/CRM
Audience Building/CRM
Audience Building/CRM
In – depth: 3 Steps to Build a Social Media Marketing Sales Funnel

6. 6
Facebook Ads Structure
Each ad set can feature
multiple ads featuring
different images, CTA
buttons, links or video for
A/B testing. You can also
segment bidding for each of
your ads
You can set a budget for each
ad set and organize each set
by audience segment.
Furthermore you can define
the adv placement
Each campaign corresponds
to a single adv objective, as
website conversion or offer
claims
Campaign
Ad Set
Ad 1 Ad 2
Ad Set
Ad 1 Ad 2
In – depth: Ad Campaign Structure

7. 7
Naming
Identify the creativity
Identify the target
Identify the achievement
Brand Name >
Lead Generation
LG >
Target 1
Target 1 >
Image X
Target 1 >
Image Y
LG >
Target 2
Target 2 >
CTA X
Target 2 >
CTA Y
In – depth: The Ideal Naming Convetion for Facebook Ads

8. 8
Advertising Objectives and KPIs
Ad 2
In – depth: A Beginner’s Guide to Facebook Advertising
Send people to your website
Increase conversions on your website
Page post engagement
Promote your Page and get Page likes
Get installs of your app
Increase engagement in your app
Raise attendance at your event
Create offers for people to redeem in your store
Create ads that get more people to view a video
and Facebook Ads Guide
Website Clicks, CTR, CPC, Avg.
Session Duration, Page Views
Checkouts, Registrations, Leads,
Key Web Page Views, Ads To Cart
Likes, Shares, Commments, Clicks
Page Likes, Cost Per Page Likes
App Installs, Adds To Cart or
Wishlist
Content Views, Ratings, Credit
Spends
Event Responses, Cost per Event
Response
Offer Claims, Sales In Store
Reach, Video Views, Average View
Duration, Clicks To Play
Local awareness Impressions, CPM,
Reach

9. 9
Ads Placement
Ad 2
In – depth: Facebook Ads Placement: A Battle Royale [Case Study]

10. 10
Main Guidelines
Ad 2
In – depth: Facebook Advertising Policies
Landing pages Images
•Ads may not
include images with
text that covers
more than 20% of
the image’s area
Mentioning
"Facebook" in ads
•Write “Facebook”
with a capital “F”
•Use the correct logo
•Ads that imply
Facebook
endorsement of a
product or service
or that wrongly
imply a partnership
are not permitted
•Ads my not contain
‘before and after’
images or images of
unlikely results
•Health and fitness
products must be
targeted to people
18 and over
• Products and
services promoted
in the ad copy
must match those
promoted on the
landing page
Health and Fitness

11. 11
Ad Targeting
Ad 2
In – depth: Ad Targeting Tutorial
Location: country,
state/province, city and post
code
Location: country, state/province,
city and post code
Demographics: age, gender,
relationship status, education,
workplace, life events and more
Custom and LookAlike
Audiences
Interests: interests, hobbies
and page likes
Behaviours: digital activities,
device usage, seasonal events,
travel habits
and Finding your audience on Facebook [INFOGRAPHIC]

12. 12
Custom and LookAlike Audiences
Ad 2
In – depth: Custom Audiences From Your Website [Tutorial] and LookAlike Targeting [How to]
Location: country,
state/province, city and post
code
Standard Custom Audience: upload a list of
emails, phone numbers or Facebook user ids you
want to target and Facebook will match them with
its users
Website Custom Audience: insert the Facebook
tracking code on your website and you’ll be able to
target your ads for all users that have visited a
specific page during a set time period
LookAlike: once you’ve created a Custom Audience,
you can ask Facebook to create a broader Lookalike
Audience to target your ads towards similar users.
Facebook will look for characteristics your users have in
common and create a much bigger list of very similar
users

13. 13
Audience Activation: examples
In – depth: Audiences Activation [Case Study]
Website Visitors
Interested in Competitors
Users from proprietary databases
Local Targets
Customers and potential ones
community of interests
and behaviours
For all this audiences you can activate
their friends and similar users

14. 14
Conversion Tracking
Ad 2
In – depth: Conversion Tracking – Thomas Cook [Case Study]
Location: country,
state/province, city and post
code
- Checkouts,
Registrations,
Leads, Page Views,
Adds To Cart,
Other Conversions
- Set the
conversion value
Create Your Pixel
You can track every
objective. However,
if your goal isn’t a
Website
Conversion,
Facebook won’t
optimize for that
action
Create Your AD
Select the KPIs Website Actions, CPA, Value.
Recall that you can also break down
performance by things like age, gender,
country and placement
Monitor Your Conversions

15. 15
Custom Audiences Pixel
Ad 2
In – depth: 8 Effective Website Custom Audience Strategies
Location: country,
state/province, city and post
code
•All potential customers
•People who viewed a specific
product or category
• People who started purchasing
•People who completed
purchasing
•People interested in deals
•All pages on your website
•Product details page
•Add to cart page
•Confirmation page
•Deals page

16. 16
Targeting Optimization
Ad 2
In – depth: How To Use Facebook Audience Insights
Location: country,
state/province, city and post
code
Test different copy
and creative
Experiment with
audience targeting
Audience
Insights:
Information about
people on
Facebook, people
connected to your
page, people in
custom audience
you’ve already
created
Page
Insights:
Data about the
interactions with
your page
Track
Conversions:
Conversion
measurement
allows you to
measure the
return on
investment on
advert spend
A/B
Testing:
and Graph Search as Marketing Tool

17. 17
Bidding
Ad 2
In – depth:
Location: country,
state/province, city and post
code
You pay for You should know
CPC Clicks - The better your CTR is, the
lower your CPC will be
- You pay for every kind of
click
CPM The amount you’re bidding is
the maximum you want to pay
to deliver 1,000 impressions
- Your target should be as
relevant as possible
- Don’t bid too low
CPA (cost per action:
app installs, offer
claims, page likes and
link clicks)
Bidding for the maximum
amount you’d like to pay every
time a specific action is
completed by a user
You cannot use CPA to promote
external website conversions
OCPM The delivery of your ads will be
optimized to display ads only to
those users likely to complete
the desired action
You pay more to display your
ads but the overall cost per
conversion will be (on average)
much cheaper
Facebook Ads Bidding Guide

18. 18
Report
Ad 2
In – depth: Ads Manager Reports [Tutorial]
Location: country,
state/province, city and post
code
Ads Report
• Identify and understand the metrics you care
• Customize and organize adv reports
• Break down performance by things like age, gender, country, placement and
conversion device
Columns
• Performance: Frequency, Actions, Reach, Impressions, Total Conversion
Value
• Engagement, Videos, Website, Apps, Events, Clicks, Settings
Best Practices
• The report includes several metrics…Avoid distractions! Create concise
reports that are focused on a clear objective
• Extrapolate which creativity has performed better in relationship with your
target
• Compare the main KPIs of old ads for fine-tuning a new similar campaign

19. 19
Banana Republic: Case Study
Ad 2
Location: country,
state/province, city and post
code
b
- Increase online and in – store sales during
the holiday season
- Expand the customer base to new
(younger) demographics
- Custom and lookalike audiences
- - Users from proprietary databases
- ROI on ad spend: + 4%
- New (younger) customer acquisiton
- 60% higher CTR
The customer base has been
segmented into 5 clusters: lapsed,
prospects, top tier, women who liked
fashion and travel, similar to top tier
(but younger).
The retailer presented each of its
Custom Audiences with tailored
offers.

20. 20
iTrueMart: Case Study
Ad 2
Location: country,
state/province, city and post
code
- Boost online sales
- Increase sales of specific products
- Drive more traffic to the website
- Custom audiences
- Conversion tracking
- ROAS: + 44%
- 6 million people reached
1. Ran targeted link ads to drive
people to the website and
placed a conversion tracking
pixel on its ‘Add to Basket’ and
‘Thank You’ pages.
2. Remarketing: website visitors,
specific product pages visitors,
people who added something to
their basket, buyers

21. 21
Vichy: Case Study
Ad 2
Location: country,
state/province, city and post
code
- Boost in -store sales
- Brand awareness
- Custom audiences
- Audience insights
- Video ads
- ROAS: + 22%
- brand recall: + 7 point
1. Video campaign showed the product
benefits and invited people to take
an online test to understand what
kind of hair loss they are suffering and
then give them advice on the best
product for their needs.
2. two targets:
- Men and women aged 30 – 50,
interested in hair loss products
- Online test visitors and test takers

22. 22
Salesforce: Case Study
Ad 2
Location: country,
state/province, city and post
code
- Lead generation
- Business prospects
- Custom audiences
- Audience Insights
- Cost per lead: - 55%
- + 3.500 high ‘quality’ lead
1. The test offer featured a free
salesforce.com demo and was
targeted to people interested in
CRM, Cloud Computing, Small
Business, Business Software and
Data Management.
2. Custom targeting clusters to align
with core target audiences, which
included Sales, Small Business
Owners, IT Decision Makers, etc

23. 23
Resources
Ad 2
Location: country,
state/province, city and post
code
Facebook
For
Business:
news, case
studies,
tutorials
Jon
Loomer
Blog:
advanced
resources
for
Facebook
marketers
Social
Media
Examiner:
how to
articles
Blueprint:
training
(free)
modules
AdEspresso:
free e-books
and webinars

24. 24
Keep in touch
Ad 2
Location: country,
state/province, city and post
code
Just click on the social icon
federicooliveri.fo@gmail.com

25. 25
Location: country,
state/province, city and post
code