This document discusses best practices for Facebook advertising. It notes that while brand reach on Facebook is declining, ad spending is increasing. It provides tips for creating effective Facebook ads, such as using high-quality images, autoplay videos, engaging copy, and clear calls to action. The document also summarizes new tools in Facebook Ads Manager like Power Editor, custom audiences, and improved targeting options to help advertisers create successful campaigns. It emphasizes testing different ad combinations and listening to audience feedback.

1. Your logo here.
Facebook Advertising
Don’t Get Lost
Get Empowered
Source: flickr vonSchnauzer
Presented by Jay Hawkinson, @sleestakk
SVP, Social and Emerging Products
@SIMpartners

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Brand Reach Declining
Source: Social@Ogilivy http://social.ogilvy.com/

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16%
Source: Social@Ogilivy http://social.ogilvy.com/

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But Ad Spend increasing…
Source: Socialbakers http://statista.com/

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News Feed Ads
NewsFeedAds
generate
14–28%
HigherCTR
Source: Adobe
Majorityof
Fan
Engagement
TakesPlacein
theNews
Feed.
Source: Facebook

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Don’t Get Lost in the News Feed

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Facebook making it better…
Source: kissmetrics.com / facebook.com/business
BIGGER.
Facebook recommends using images
that are 1200 x 627 px as a general
rule for ads; News Feed ads should be a
minimum 600px. Facebook will auto-
resize them for the ad type.
and
Images:120%
Increased
Engagement
53%Increased
Likes.

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Facebook making it
better…
Story Bumping
Stories that are still
getting lots of
engagement get
bumped up to the
top regardless of
time posted
Facebook making it better…
Source: Facebook

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Algorithm Updates
Does the
fan base for the Page
overlap with other
known high quality
pages?
Is the
Page’s profiles
complete?
How frequently
is content from this
Page reported as
low quality?
How timely and
relevant is the
content?
Is the content genuinely
interesting?
(no more begging for
likes and shares!)
Is it quality content
(receiving lots of
likes and shares)
particularly by the user’s
friends?
Has the user
engaged recently
with this Page or with
similar content?
Facebook
Introduced
Over1000
Factorstotheir
Newsfeed
Algorithm
Facebook making it better…

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Facebook making it better…
Emphasizing Quality Content
(sorry, Doge)
Source: Facebook

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Ads Manager Updates
Multiple Photo Uploading
Takes copy and
creates separate ads
for each image
Makes it easy to create
and test ad variations

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Ads Manager Updates
Objective Based Ad Buys
What do you want
to accomplish with
your ad
?
Source: Facebook

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Ad Targeting
Custom Audiences
Source: Facebook
"Website custom audiences allow you to match the right message to the right person(s) at the right time."

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Facebook Video Ads
Autoplay, 15 seconds, muted, 3x/day, “won’t suck”
ONE MILLION DOLLAR$

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Improved Page Insights
Monitor Page Activity
Source: Facebook

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Facebook Ads: Dive In
Source: flicker marek~niewiadomsk

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Beyond the Boost

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Sponsored Stories: Goodbye
Improve: Brand Recall, Message Awareness, and
Purchase Intent

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Sponsored Page Like Ads
So long! Was nice knowing you.

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“Power is Power”
Power Editor

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Power Editor
Where is it?

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Power Editor
Campaigns

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Power Editor
Ad Sets

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Power Editor
Edit Multiple Ads

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Power Editor
Target users via Partner
Categories in Power Editor
Categories Include:
• Demographics
• Purchase Behavior
• Lifestyle
• Interests
and More
Partner Categories

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Power Editor
Lookalike Audiences

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Power Editor
Desktop
NewsFeedAds
14%greaterCTR
thanRightRail
Ads
Source: Adobe
Mobile
NewsFeedAds
generate
28%higherCTRs
with42%lower
cost-per-clicks
Source: Adobe
Specify Placement for Ads

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Custom Audiences
Create Custom Audiences & Saved Target Groups
Excellent for customer re-engagement and remarketing.

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Custom Audiences in Practice
Prompt users
to login with
Facebook Save user IDs and
track what the user
purchases, looks at
etc.
Segment users
accordingly and
upload to Facebook
as Custom
Audiences
Target ads to users who
haven’t purchased in a
while, or on their birthday,
etc.
①
②
③
④

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Everytime
someonevisitstheir
Newsfeedthereare
onaverage1,500
potentialstories
With all of that noise,
how can you make sure
your ad is noticed and
engaged with?
Source: Facebook.com

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Best Practices

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Studies show that local pages
receive 5x greater reach and 8x
more engagement!
More engagement = more
frequent placement in users’
news feeds
Source: http://www.mainstaypartners.net/
Be creative! Local doesn’t
always mean a city. Could be a
region, neighborhood, area etc.

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Best Practices in Practice
Incentive
Call to Action
Engaging Image
Social
Local Content

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Takeaways
Roll with the changes
Facebook will continue to change and evolve for both users and advertisers
Invest Time in Ads Manager / Power Editor
Power Editor will provide greater ability to fine tune and tweak your campaigns
Deploy multiple campaigns with Custom Audiences & Partner Categories
Use Best Practices like a checklist & listen
Not every ad needs every item but experiment to find the combo that works
Listen to your audience and the conversations they are having.

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Thank You!
Jay Hawkinson @SIMpartners
@sleestakk