Facebook Best Practices and New Features (Oct 2015)

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Reviews best practices for audience targeting, ad creative, placement targeting (mobile vs. desktop, news feed vs audience network vs right hand rail), bidding options, account structure considerations, a few case studies and new features including instagram advertising and universal search.

Facebook Advertising:
Best Practices & New Features
Nicole Tabatabai
Oct 2015

Best Practices: Targeting,
Creative & Bidding

Audience Targeting
1st Party Data is Best
● Custom Audiences >> Lookalike Audiences
3rd Party Data is Good Complement
● Demographics: Age, Location, Gender, etc.
● Interests: Hiking, Coupons, Baking, etc.
● Behaviors: New Movers, Political Donations, etc.
Don’t Forget Exclusions
● Connections: Page Fans, App Users, Event Attendees, etc.
● Others: Past Purchasers, Email Unsubscribes, etc.

Custom Audience Use Cases
CRM:
● Top Customers
● Past Purchasers Cross-Sell & Up-Sell
● Lapsed Customers
● Leads
App Activity:
● Rated App
● Level Achievement
● Added to Cart
Web Visitors:
● Cart Abandoners
● Category/Vertical Viewers
● Product Page Viewers
● Paid Search Referrals (using tagged URLs)
● Clearance Page
Remember to Consider Recency

Placement Targeting
● News Feed Performs Best
● WiFi Enabled Mobile Traffic Likelier to
Engage Longer
● Audience Network and Right Hand Column
Provide Scale/Reach
● Separate Desktop and Mobile If Audiences
Are Big Enough

Campaign Results Using Audience/Placement
Targeting Recommendations
Average Facebook News Feed CTR is 2.09%

Ad Creative Example Tests
2.29% CTR0.91% CTR

Ad Creative Example Tests
7.90% CTR4.17% CTR

Bidding Considerations
● Optimize for Conversions When Possible
(conversion pixel needed)
● Account Structure is Important: Set Different Bids By
Audiences. Avoid Overlap (exclusions help)
● Ad Set End Times Influence Delivery
● Changing Bids/Budgets Too Frequently May Affect
Delivery
● Relevance Score Impacts Delivery and Price
(beware negative feedback)

Instagram Advertising
● Accessible via Power Editor
● Supported Ad Objectives:
○ Auction Buying Type
○ Clicks to Website
○ Mobile App Installs
○ Video Views
● Same Ads Can Run on Facebook & Instagram
● Same Targeting Available (audience & match rates much smaller)
● Multi Product Ads Available

Website Custom Audience Pixel Upgrade
● Replaces Conversion Tracking Pixel
● Tracks Events:
○ View Content (Dynamic Product Ads Requirement)
○ Add to Cart (Dynamic Product Ads Requirement)
○ Purchases (Dynamic Product Ads Requirement)
○ Many Others -->
● Improved Reporting by Conversion Type
● More Flexibility Building Audiences
● Old Conversion Pixel Eventually Phased Out

Universal Search Across Entire Network
● Facebook Contains 2 Trillion Posts
● Facebook Fields 1.5 Billion DAILY Searches
● All Public Posts Are Indexed - This Is Huge!
● Search Results Are Personalized
● No Advertising Yet - Massive Opportunity in Future

Thanks!
Follow me on Twitter: @ntabatabai
or Linkedin: /in/ntabatabai

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Facebook Best Practices and New Features (Oct 2015)

1. Facebook Advertising: Best Practices & New Features Nicole Tabatabai Oct 2015

2. Best Practices: Targeting, Creative & Bidding

3. Audience Targeting 1st Party Data is Best ● Custom Audiences >> Lookalike Audiences 3rd Party Data is Good Complement ● Demographics: Age, Location, Gender, etc. ● Interests: Hiking, Coupons, Baking, etc. ● Behaviors: New Movers, Political Donations, etc. Don’t Forget Exclusions ● Connections: Page Fans, App Users, Event Attendees, etc. ● Others: Past Purchasers, Email Unsubscribes, etc.

4. Custom Audience Use Cases CRM: ● Top Customers ● Past Purchasers Cross-Sell & Up-Sell ● Lapsed Customers ● Leads App Activity: ● Rated App ● Level Achievement ● Added to Cart Web Visitors: ● Cart Abandoners ● Category/Vertical Viewers ● Product Page Viewers ● Paid Search Referrals (using tagged URLs) ● Clearance Page Remember to Consider Recency

5. Power Editor Audience Examples

6. Placement Targeting ● News Feed Performs Best ● WiFi Enabled Mobile Traffic Likelier to Engage Longer ● Audience Network and Right Hand Column Provide Scale/Reach ● Separate Desktop and Mobile If Audiences Are Big Enough

7. Campaign Results Using Audience/Placement Targeting Recommendations Average Facebook News Feed CTR is 2.09%

8. Ad Creative Considerations ● Images Are Most Important - Make Them High Quality ● Carousel Ads (re: Multi-Product Ads) Keep Winning ● Call to Action Buttons Drive Results ● A/B Test Images, Headlines, CTA, Landing Pages, etc. ● Try Sequential Ads ○ Ad #1 Brand Awareness ○ Ad #2 Product Benefit ○ Ad #3 CTA ● Freshness is Key - Change Ads Every Week!

9. Ad Creative Example Tests 2.29% CTR0.91% CTR

10. Ad Creative Example Tests 7.90% CTR4.17% CTR

11. Bidding Considerations ● Optimize for Conversions When Possible (conversion pixel needed) ● Account Structure is Important: Set Different Bids By Audiences. Avoid Overlap (exclusions help) ● Ad Set End Times Influence Delivery ● Changing Bids/Budgets Too Frequently May Affect Delivery ● Relevance Score Impacts Delivery and Price (beware negative feedback)

12. New Features

13. Instagram Advertising ● Accessible via Power Editor ● Supported Ad Objectives: ○ Auction Buying Type ○ Clicks to Website ○ Mobile App Installs ○ Video Views ● Same Ads Can Run on Facebook & Instagram ● Same Targeting Available (audience & match rates much smaller) ● Multi Product Ads Available

14. Website Custom Audience Pixel Upgrade ● Replaces Conversion Tracking Pixel ● Tracks Events: ○ View Content (Dynamic Product Ads Requirement) ○ Add to Cart (Dynamic Product Ads Requirement) ○ Purchases (Dynamic Product Ads Requirement) ○ Many Others --> ● Improved Reporting by Conversion Type ● More Flexibility Building Audiences ● Old Conversion Pixel Eventually Phased Out

15. Universal Search Across Entire Network ● Facebook Contains 2 Trillion Posts ● Facebook Fields 1.5 Billion DAILY Searches ● All Public Posts Are Indexed - This Is Huge! ● Search Results Are Personalized ● No Advertising Yet - Massive Opportunity in Future

16. Questions?

17. Thanks! Follow me on Twitter: @ntabatabai or Linkedin: /in/ntabatabai

Facebook Best Practices and New Features (Oct 2015)

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