How to drive action online, in-store and in mobile app with Facebook. Best Practices for Facebook direct response marketing.
Facebook offers a sophisticated direct response marketing solution for marketers to reach more of the right people, drive action across devices and make more insightful decisions.
#lucioribeiro
#onlinecircledigital
www.theonlinecircle.com
This deck covers using different ad formats, targeting and using different types of custom audiences, what metrics to look out for, and how to segment your audiences.
Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
Drive Quality Conversions for Your Brand with Facebook AdsHanapin Marketing
In this new live webinar, Hanapin’s Chadd Powell and DialogTech’s Blair Symes show you how to optimize the customer journey by using Facebook ads to drive the online conversions and offline phone conversations that drive revenue.
This deck covers using different ad formats, targeting and using different types of custom audiences, what metrics to look out for, and how to segment your audiences.
Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
Drive Quality Conversions for Your Brand with Facebook AdsHanapin Marketing
In this new live webinar, Hanapin’s Chadd Powell and DialogTech’s Blair Symes show you how to optimize the customer journey by using Facebook ads to drive the online conversions and offline phone conversations that drive revenue.
A review of how to set up, create, target, and measure advertising on Facebook, including targeting, pricing, and bidding strategies to optimize performance and ROI.
Introduction
Reaching customers is not an easy task. if you want to reach your target audience, Google’s search network or Facebook’s news feeds are the places where you need to be. According to the statistics, Facebook has 2.3 billion active users monthly, which makes it a huge platform for any user activity on the contrary Google Ads reaches billions of people every day through search, email, and other online activities. But many of the business owners still have a thought in their head about which one to pick Google Ads or Facebook Ads. Entrepreneurs usually allocate a specific budget to the advertising departments so they have to make a choice on which platform to choose. The fight between their head goes on for Google Ads vs Facebook Ads.
What is right for your business?
Should you invest in both of them?
Is it going to imbalance my budget?
Well, that’s what we want to find out. But let’s discuss the reasons for selecting either one.
The major difference between Google Ads and Facebook Ads:
Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).
As delivered in 2013 Digital Marketing Forum.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Running campaigns simultaneously across different digital platforms should provide advertisers with extended reach into new audiences as well as the ability to reach pre-existing audiences in a more cost-effective manner. This paper aims to measure the effectiveness of optimizing audience buying to deliver value to brand advertisers.
Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
Optimizing Your Facebook Dynamic Ads to Maximize ConversionsTinuiti
If you’re looking to utilize Facebook advertising to hit record-breaking holiday profits – Join CPC Strategy, AdEspresso & AddShoppers for THE 2016 Facebook Advertising Summit of the year.
Social media marketing is still a buzzword to many, but SEO is still a mystery. There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns. At the moment, many brands does not have a clear process and model regarding SEO and social media to reach business goals and there's no way to measure social media ROI.
To move forward and make sure you reach your business goals using SEO and social media, you need an SEO and social media model that works and a strategy to measure ROI.
Education Post (online education property under South China Morning Post Group)'s presentation on selected digital marketing trends in Hong Kong, including:
Mobile advertising;
WeChat marketing; and
Native Advertising.
Presented by Razlan Manjaji & Jin Wong.
Digital display advertising is going through a seismic change. Reaching consumers with relevant advertising is becoming increasingly difficult. New opportunities are increasingly being built around two of the most disruptive elements in advertising today – content marketing and native advertising – yet the level of insight as to how consumers are responding to them is relatively low.
For this reason Yahoo! and Facit Digital examined the way native ads work with respect to visibility, their ability to convey content, user preferences and the impact on the perception of brands.
The study was awarded the Best Practice Award 2015 of the German Society of Online Research.
Understanding Online Ads and Marketing 9/21/2012Collin Condray
This is the presentation that I gave on September 21, 2012 for the Arkansas Small Business Technology and Development Center at the University of Arkansas. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
The first rule in digital marketing is that content needs a purpose: to stimulate, engage, convert and build a buzz around a brand. It’s got to be useful, visible, desirable, engaging and provide a platform to position the hotel as a socially-connected brand.
Digital Advertising - Google PPC vs. Facebook Advertising - FIGHT!Bradford Poirier
These slides discuss the differences between advertising on Google and Facebook. We discuss the tips and tricks we use each day to create ads and optimize your conversion. Contact us today if you need help: (401) 334-9555, x154 or brad@breezedigitalmedia.com
Facebook targeting confluence con damon gochneaurDamon Gochneaur
Facebook targeting can be as overwhelming as trying to solve a Rubix cube. Let me help you discover the how, what and why of Facebook targeting with examples for every step in the funnel.
This presentation was delivered at Web Summit 2013 hosted in Dublin, Ireland in affiliation with General Assembly.
Description:
Add "Growth Hacking" to the list of buzz words you are hearing far too often when it relates to start ups.
This presentation is a 101 that hopes to bring strategy, tactics and clarity to what growth hacking is all about.
Shout out to Farzana Nasser, Paul Crowe and John Maden for reviewing and additions.
An Introduction to Native Ads by Acquisio and Yahoo!Acquisio
More and more publishers such as Facebook, Twitter, LinkedIn, Microsoft, Yahoo, Pinterest, Instagram and the New York Times continue to innovate with their own proprietary ad formats and platforms.
Advertisers and agencies are faced with a dilemma - to focus on IAB ad formats and text ads and risk losing opportunities, or to roll up their sleeves and adopt the slew of new formats, also known as native ads - and risk working hard for little reward.
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
A review of how to set up, create, target, and measure advertising on Facebook, including targeting, pricing, and bidding strategies to optimize performance and ROI.
Introduction
Reaching customers is not an easy task. if you want to reach your target audience, Google’s search network or Facebook’s news feeds are the places where you need to be. According to the statistics, Facebook has 2.3 billion active users monthly, which makes it a huge platform for any user activity on the contrary Google Ads reaches billions of people every day through search, email, and other online activities. But many of the business owners still have a thought in their head about which one to pick Google Ads or Facebook Ads. Entrepreneurs usually allocate a specific budget to the advertising departments so they have to make a choice on which platform to choose. The fight between their head goes on for Google Ads vs Facebook Ads.
What is right for your business?
Should you invest in both of them?
Is it going to imbalance my budget?
Well, that’s what we want to find out. But let’s discuss the reasons for selecting either one.
The major difference between Google Ads and Facebook Ads:
Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).
As delivered in 2013 Digital Marketing Forum.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Running campaigns simultaneously across different digital platforms should provide advertisers with extended reach into new audiences as well as the ability to reach pre-existing audiences in a more cost-effective manner. This paper aims to measure the effectiveness of optimizing audience buying to deliver value to brand advertisers.
Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
Optimizing Your Facebook Dynamic Ads to Maximize ConversionsTinuiti
If you’re looking to utilize Facebook advertising to hit record-breaking holiday profits – Join CPC Strategy, AdEspresso & AddShoppers for THE 2016 Facebook Advertising Summit of the year.
Social media marketing is still a buzzword to many, but SEO is still a mystery. There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns. At the moment, many brands does not have a clear process and model regarding SEO and social media to reach business goals and there's no way to measure social media ROI.
To move forward and make sure you reach your business goals using SEO and social media, you need an SEO and social media model that works and a strategy to measure ROI.
Education Post (online education property under South China Morning Post Group)'s presentation on selected digital marketing trends in Hong Kong, including:
Mobile advertising;
WeChat marketing; and
Native Advertising.
Presented by Razlan Manjaji & Jin Wong.
Digital display advertising is going through a seismic change. Reaching consumers with relevant advertising is becoming increasingly difficult. New opportunities are increasingly being built around two of the most disruptive elements in advertising today – content marketing and native advertising – yet the level of insight as to how consumers are responding to them is relatively low.
For this reason Yahoo! and Facit Digital examined the way native ads work with respect to visibility, their ability to convey content, user preferences and the impact on the perception of brands.
The study was awarded the Best Practice Award 2015 of the German Society of Online Research.
Understanding Online Ads and Marketing 9/21/2012Collin Condray
This is the presentation that I gave on September 21, 2012 for the Arkansas Small Business Technology and Development Center at the University of Arkansas. It covers the basics of strategy, setup, and metrics of using Facebook ads and Google AdWords for small businesses.
The first rule in digital marketing is that content needs a purpose: to stimulate, engage, convert and build a buzz around a brand. It’s got to be useful, visible, desirable, engaging and provide a platform to position the hotel as a socially-connected brand.
Digital Advertising - Google PPC vs. Facebook Advertising - FIGHT!Bradford Poirier
These slides discuss the differences between advertising on Google and Facebook. We discuss the tips and tricks we use each day to create ads and optimize your conversion. Contact us today if you need help: (401) 334-9555, x154 or brad@breezedigitalmedia.com
Facebook targeting confluence con damon gochneaurDamon Gochneaur
Facebook targeting can be as overwhelming as trying to solve a Rubix cube. Let me help you discover the how, what and why of Facebook targeting with examples for every step in the funnel.
This presentation was delivered at Web Summit 2013 hosted in Dublin, Ireland in affiliation with General Assembly.
Description:
Add "Growth Hacking" to the list of buzz words you are hearing far too often when it relates to start ups.
This presentation is a 101 that hopes to bring strategy, tactics and clarity to what growth hacking is all about.
Shout out to Farzana Nasser, Paul Crowe and John Maden for reviewing and additions.
An Introduction to Native Ads by Acquisio and Yahoo!Acquisio
More and more publishers such as Facebook, Twitter, LinkedIn, Microsoft, Yahoo, Pinterest, Instagram and the New York Times continue to innovate with their own proprietary ad formats and platforms.
Advertisers and agencies are faced with a dilemma - to focus on IAB ad formats and text ads and risk losing opportunities, or to roll up their sleeves and adopt the slew of new formats, also known as native ads - and risk working hard for little reward.
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
Using balance in social design design 4 tipsLucio Ribeiro
Images are a big part of Social Media content. A degree of balance is at the heart of every successful image and can’t be ignored.
A balanced composition feels right. It feels stable and aesthetically pleasing.
When a composition is visually balanced, every part of it holds some interest, which keeps your viewers engaged with your design.
Read on to find out how to achieve balance in your designs and create social content that engages.
Credit Card Usage Statistics for Tour Operators - Australia & USARezdy
If you’re not already convinced, these incredible credit card usage stats from Australia and the USA will assure all tour operators that it’s time to start accepting credit card payments online.
Facebook Best Practices and New Features (Oct 2015)Nicole Tabatabai
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.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Advertising tools to define, reach and convert your target audience at ArabNe...ArabNet ME
Define, reach and covert your target audience using creative advertising campaign based on your audience status in the sales funnel by Jennifer Kanaan, Program Director, Eastline Academy at ArabNet Beirut 2017
In simplified terminologies for ease of understanding, SocialHi5 is an ROI Driven Digital Advertising organization firm that fairly operates under a streamlined workflow pattern i.e., Standard Operating Procedure/Protocol rather in relishing their esteemed clientele business prospects via the stringent techniques of web hosting as well as link building methodical techniques which could be pretty much elucidated in precision to detail that lies as under:
Search Engine Advertising | Pay Per Click
Display Advertising | Double Click Bid Manager
Facebook Advertising
Video Advertising | Youtube Marketing
Retargeting
Search Engine Optimization
With over two billion active users, Facebook is a powerful tool for standing out and reaching the target audience. Explore the power of Facebook Ads for solar companies.
Social Media Workshop: Social Advertising OverviewPlaid Swan
A general overview of traditional & social advertising including how social should fit as part of your marketing mix. Focus is on Facebook & Instagram ads, goals, and best practices. Also covers the difference between Facebook promoted and boosted posts. May 2018
Advertisers are looking to reach many different audiences with their message. Many of these endeavors focus on leasing audiences as is the case with TV. In Facebook, we have the ability to purchase media which drives users to Like your brand. This represents an owned audience. Once this action occurs, you as a marketer now have the ability to talk to your audience on a regular basis, extracting incremental media value each time. It also opens up secondary re-engagement opportunities that you can’t get anywhere else. Our solution only charges you when a user “Likes” your brand so we take all the guess work out of the initial audience acquisition process.
AI leadership. AI the basics of the truth and noise publicLucio Ribeiro
There are 6 things I identified in the last 2 Years I have been working in AI.
The Problem is - Hysteria
The lack of context is leading to Noise
The Noise is distracting from the attention and urgency where AI should really be
Executives want a Solution and Directions.
THE GOOD NEWS IS: You don’t need to know the HOW to do, leave this to the tech dudes. You need to know the WHY?
You need to create a culture of enablement. A culture of Data
How to create Content for Instagram - July 2018 Lucio Ribeiro
Instagram published the Instagram Creators Handbook, an official, downloadable guide to IGTV for creators. The 50-page guide covers a range of tutorials such as top tips, suggested apps and tools for creating and editing IGTV video, and video uploading advice.
Stephen King, JWT Planning Guide, March 1974Lucio Ribeiro
I recently came across a great place to start. A guide to marketing written in 1974 that, incredibly, is just as fresh, vibrant and applicable in 2018.
Stephen King is the godfather of modern strategic planning, or ‘account planning’ as it was referred to then. This guide was created to help others in ’70s JWT understand the process of marketing and brand building. The document was typed out and photocopied, and has resurfaced in the last few years.
It’s eerily accurate and still incredibly applicable to the modern problems brands face.
NCS and Nielsen prepared the most comprehensive analysis of what drives advertising effectiveness—creative, reach, targeting, recency and context—based on nearly 500 studies from 2016 and 2017 and over a decade of experience in linking advertising to sales results.
This summary report evaluates the sales contribution of these five key drivers—and how their roles have changed since the ambitious Project Apollo studies of 2006.
Google Strategy Teardown 2017: Betting The Future On AI, Cloud Services, And ...Lucio Ribeiro
Original piece by: https://www.cbinsights.com/research/report/google-strategy-teardown
Artificial intelligence is the thread running throughout Google, including autonomous vehicles, enterprise cloud, and its new smartphone line.
Social media platform cheat sheet Australia September 2015Lucio Ribeiro
Produced by www.theonlinecircle.com.
A Marketer’s Guide to Today’s Top Platforms
A complete guide for Social Media channels in Australia.
Inspired by original version from 360i.com
Instagram for business | Strategy GuideLucio Ribeiro
Businesses of all sizes and across industries are finding marketing success on Instagram. Here is how.
#lucioribeiro
#onlinecircledigital
www.theonlinecircle.com
Singapore Facebook Performance Report - February 2014 Lucio Ribeiro
Understand the strategies and tactics behind some of Singapore's most successful Facebook brand pages. Download the full report here: http://socialpulse.co/singapore-facebook-performance-report
Australia Facebook Performance Report_October2013_SocialPulse.CoLucio Ribeiro
This is our third report for 2013 which provides success benchmarks to increase
your understanding of the strategies and tactics behind some of Australia’s most successful Facebook brand pages.
The Facebook report uses data provided by SocialPulse™ (www.socialpulse.co) with
mathematical and statistical foundations produced in consultation with 95th Percentile Pty Ltd. (John Ward) and information analysed by the Online Circle Data team.
The full report can be downloaded at www.theonlinecircle.com
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Coca Cola Branding Strategy and strategic marketing plan
Direct Response Marketing on Facebook
1. Direct Response
Marketing on
Facebook
Driving action online, in-store
and in mobile app
Direct Response Marketing on Facebook 1
Summer 2014
2. Table of contents
Facebook’s direct response marketing solution 4
Best practices 14
Campaign prep 16
Targeting 18
Creative and messaging 20
Bidding 21
Measurement 22
Direct Response Marketing on Facebook 2
3. We live in a transformational time. As the need to stay connected becomes integral to our everyday
lives, the use of smartphones, tablets and laptops is becoming increasingly common. Not only are
people using multiple devices, they’re constantly switching between them throughout the day.
Marketers are faced with the challenge of reaching their consumers in this changing environment.
With over 1.32 billion people1 on Facebook checking their News Feed an average of 14x per day2,
Facebook provides a unique opportunity for businesses to drive positive business results with more
of the right people across devices. Marketers can:
• Reach more of the right people with Facebook’s sophisticated suite of targeting products
• Drive action across devices with ad units in News Feed
• Make insightful decisions with Facebook’s measurement solutions
From campaign prep to targeting, creative, bidding, measurement and optimization, this guide
will walk you through our entire solution and best practices for setting up an effective direct
response campaign.
Sincerely,
Your Facebook team
1, Facebook internal data, June 2014
2. IDC, “Always Connected,” March 2013
Direct Response Marketing on Facebook 3
Introduction
4. Facebook direct response
marketing solution
Facebook offers a sophisticated direct response
marketing solution for marketers to reach more of
the right people, drive action across devices and
make more insightful decisions. Whether you’re
driving sign-ups on your website, sales in store or
installs for your mobile app, these products can
help drive your business objectives from Facebook
across devices.
Direct Response Marketing on Facebook 4
5. Direct Response Marketing on Facebook 5
Targeting
Facebook has a powerful targeting solution that enables you to
target based on the data people share on Facebook, your first-party
data and third-party data from trusted partners. Use these
tools to find more of the right people you want to reach.
Core Audiences
Reach people based on interests, demographics, location and behavior.
Facebook’s core targeting option allows you to target people based on information shared on their
profiles and the behavior they exhibit on Facebook. Segment your audiences based on their
demographics, location, interests and behaviors.
Partner categories are a way to target people based on their off-Facebook behavior through our
partnerships with trusted third-party data providers such as Datalogix, Epsilon and Acxiom.
Custom Audiences
Reach people based on the data you have.
Custom Audiences enable you to target people based on the data you have in a privacy safe way.
With Custom Audiences, you can:
• Target people based on CRM data.
• Target people based on actions taken on your website or mobile app.
Lookalike Audiences
Reach people who look like your audiences.
Lookalike audiences help you find people with similar characteristics to your existing customers,
prospects and Page fans.
You can build a lookalike audience from your:
• CRM database
• Website visitors
• Mobile app customers
• Page fans
Success Story
Banana Republic used lookalike
audiences modeled after
its most loyal customers to
increase its customer base
during the competitive holiday
season.
Result:
A nearly 4X higher return on
ad spend.
Facebook case study, June 2014
6. Facebook Exchange: Dynamically remarket to website visitors on desktop
Facebook Exchange allows programmatic buying of desktop ad inventory through real-time bidding.
You can remarket to website visitors on Facebook based on the activity they exhibit on your website
with real-time dynamic product ads. Facebook Exchange is only available for link ads and right-hand
column on desktop and can only be purchased through a registered demand side platform (DSP).
Custom Audiences and Facebook Exchange are complementary
Remarketing through Facebook Exchange and Custom Audiences are similar but can be leveraged
in different ways.
Ad Formats
Placements All Facebook Facebook desktop only
Direct Response Marketing on Facebook 6
Mobile Delivery
Facebook Lookalike Audiences
Exclusion
Standard ads (domain only)
Page post ads (link only-beta)
Standard ads, Page post ads,
Mobile
Access to Facebook’s Targeting
Dynamic Creative
Real time bidding
Custom Audiences Facebook Exchange
7. Placements and Ad Units
Facebook off ers several ad units for advertisers to capture
attention and drive action. News Feed is the most eff ective
placement for advertisers looking to drive direct response
objectives because its ad units are in-stream and native to the
Facebook experience and across devices.
Link ads direct people off of Facebook from any device to a specifi c
location on your website that you choose.
Link ads off er:
• A large, clickable real estate in News Feed across devices
• The ability to add strong call-to-action buttons to drive
Direct Response Marketing on Facebook 7
conversions
• The ability to showcase multiple products from your inventory
within a single link ad unit
Photo ads are designed to drive brand awareness and engagement
from Facebook’s News Feed.
Photo ads off er:
• A large real estate for an image in News Feed
• A compelling canvas for advertisers to capture attention
from News Feed
Creative specs for link ads
• Recommended text count: 90 characters
• Recommended image ratio is 1.91:1
• Recommended image size is 1200x627px
Creative specs for photo ads
• Recommended text count: 90 characters
• Recommended image ratio is 1.91:1
• Recommended image size is 1200x900px
Link ads
Drives traffi c to your website and store
Photo ads
Drives traffi c to your store
8. Mobile app install ads drive people directly from News Feed to the
App Store or Google Play to install from a strong call-to-action.
Mobile app install ads off er:
• A large, clickable real estate in mobile News Feed
• Strong call-to-action buttons – Install Now, Play Game, Watch
Direct Response Marketing on Facebook 8
Video, Shop Now, Listen Now, and Book Now
• The option to use video or image
Mobile app engagement ads drive existing app users directly from
News Feed into your app with a strong call-to-action button.
Mobile app engagement ads off er:
• A large, clickable real estate in mobile News Feed
• Strong call-to-action buttons – Use App, Play Game, Watch
Video, Open Link, Shop Now, Listen Now, and Book Now
• The ability to direct users to a specifi c location in app
Creative specs for mobile app ads
• Recommended text count: 90 characters
• Recommended image ratio is 1.91:1
• Recommended image size is 1200x627px
Creative specs for mobile app ads
• Recommended text count: 90 characters
• Recommended image ratio is 1.91:1
• Recommended image size is 1200x627px
Mobile app install ads
Drives installs for your mobile app
Mobile app engagement ads
Drives conversion in and retention for your mobile app
9. You value You pay for We optimize for
Direct Response Marketing on Facebook 9
Bid types
Facebook offers a variety of bidding options to help you pay
the right amount per objective and deliver your ads to the
right audience. The 4 bidding options offered are cost per
impression (CPM), cost per click (CPC), optimized cost per
impression (oCPM) and cost per action (CPA).
Cost per 1000 impressions (CPM)
Use CPM if your objective is to drive impressions of your
ad. If you care about clicks or conversions and you’re
targeting a very specific or highly targeted market, you can
also bid CPM to gain greater reach for your ad.
Impressions
Clicks
Conversions
Installs
Impressions
Clicks
For CPC with link ads,
you pay for clicks on
links, likes, comments
and shares.
For CPC with mobile app
ads, you pay for clicks to
the app store.
Impressions
Installs
Impressions
Impressions
Conversions
Installs
Cost per click (CPC)
CPC is a good option for advertisers targeting a very
specific audience. For example, if you want to target your
highest LTV customers, you could use CPC bidding to serve
ads to your entire audience rather than those likely to
convert.
Optimized CPM (OCPM)
oCPM enables you to specify the action that you care most
about and set a target bid for that action. Facebook will
then optimize delivery and bid aggressively to serve ads to
users we believe are most likely to take that action.
Cost per action (CPA)
Designed for mobile app ads campaigns, CPA biding will
efficiently spend your budget by delivering ads to users
who are most likely to install your mobile app. With CPA,
you have full control over what you spend per action and
our system will deliver the results you care about.
10. Direct Response Marketing on Facebook 10
Measurement
Measure the performance of your campaigns with Facebook’s
measurement solutions.
Facebook conversion pixel
Measures website conversions
When driving traffic to your desktop or mobile website, the Facebook conversion pixel will measure
how your ads perform and provide the granular data needed to optimize your ads. The Facebook
conversion pixel will also enable you to utilize other Facebook solutions that leverage pixel data such
as Custom Audiences from your website and oCPM bidding.
The Facebook conversion pixel measures:
• Your cross-device conversions on Facebook
• Any interaction with your ad, such as clicks on the photo, like button, comment button and
share button, as click conversions
• Conversion activity within a 1-day, 7-day or 28-day window based on time the ad is shown
While Facebook provides its own conversion pixel for tracking, you can also implement a third-party
pixel for measurement beyond Facebook. Generally, third-party pixels will measure:
• Granular data outside of Facebook such as LTV, KPIs and multi-touch attribution
• Click conversions as clicks off of Facebook
• All other clicks prior to a conversion as a view conversion
• Data across channels with minimized redundancies
• Data when the conversion takes place within a predefined attribution window
Facebook SDK and App Events
Measures mobile app conversions
The Facebook SDK or Mobile Measurement Partner’s SDK will measure the granular data needed
to optimize your mobile app ads to meet specific goals. You will need to measure in-app actions to
optimize budgets for actions that matter. You can do this via Facebook App Events or through a Mobile
Measurement Partner.
The Facebook SDK and App Events enable:
• The ability to measure any action taken in your mobile app ad such as an install or a purchase
• Conversion activity within a 1-day, 7-day or 28-day window based on time the ad is shown
• Rich people-based insights such as who buys the most in your app via App Insights
While Facebook provides its own SDK for tracking, you can also implement a third-party measurement
solution. Generally, our third party mobile measurement partners measure:
• Cross ad network ad spend
• Deeper downstream performance metrics and analysis such as funnel analysis
“We were able to identify the
type of consumer who will
convert, profile that, and use
this to find more people to
serve those New Feeds adverts
to,”
—Henry Arkell, Social
Advertising Director, Manning
Gottlieb OMD.
Facebook case study, April 2014
11. Solution by Objective
This is our recommended solution set for marketers looking to
acquire customers or remarket to existing customers online,
in-store and in mobile app.
Link ads in News Feed
Link ads in News Feed
Photo ads
Offer ads
oCPM
CPC
oCPM
CPC
Conversion pixel
Facebook SDK + App
Events or third party
mobile measurement
partner
Direct Response Marketing on Facebook 11
Acquiring new
customers
Acquiring new
customers
Acquiring new mobile
app users
Core Audiences
Custom Audiences
Lookalike Audiences
Custom Audiences
Core Audiences/
Partner Categories
Custom Audiences
from your website
Lookalike Audiences
Custom Audiences
Core Audiences
Custom Audiences
Lookalike Audiences
Custom Audiences
Link ads in New Feed
Link ads in New Feed
Photo ads
Offer ads
Mobile app install ads
Mobile app
engagement ads
oCPM
CPC
CPM
CPM
oCPM
CPC
Conversion pixel
Conversion lift tests
Conversion lift tests
Facebook SDK + App
Events or third party
mobile measurement
partner
Targeting
Targeting
Targeting
Ad units
Ad units
Ad units
Bid types
Bid types
Bid types
Measurement
Measurement
Measurement
Remarketing to
exisiting customers
Remarketing to
exisiting customers
Remarketing to existing
mobile app users
Driving online traffic from Facebook
Driving in-store traffic from Facebook
Driving mobile app installs and conversions from Facebook
13. Campaign Prep
Planning your campaign
As you plan your campaign on Facebook, you can start by asking yourself a few questions:
• What are the business goals I’m seeking to achieve and how do they map to the objectives I
can drive on Facebook? For instance, your business goals could be acquiring new customers or
remarketing to existing customers.
• How will I measure and track results? Before launching your campaign, identify what metrics will
be measured so you and your partners can work towards the same goal.
The answers to these questions will define your strategy and help you measure the effectiveness of
Facebook alongside other direct response channels.
Next, follow these steps:
• Align Facebook with your other efforts on digital
From account planning to the KPIs metrics you’ll measure, leverage the same processes and best
practices for an apples-to-apples comparison between channels.
• Consider long-term success metrics
It’s not too early to set long-term goals for your program. Consider metrics such as lifetime value
(LTV), downstream value, average order value (AOV) and share of new customers.
• Leverage your fans
Your business will benefit from having more people who like your Page since Facebook ads show
social context, which increases the efficacy of your ads. Audience Insights from your Page such
as geographic, demographic and interests data can also enhance your ability to target the right
people and refine your creative for specific campaigns.
Campaign structure
Facebook’s campaign structure makes it easier for you to organize, optimize and measure the
performance of your ads. The structure has three levels: campaign, ad set and ad.
Campaign best practices
1. Set up campaigns based on advertising objectives
2. Create multiple campaigns within an ad account
3. Cap spend across all campaigns and track spend for each campaign
Ad set best practices
1. Organize ad sets by audience segment
2. Optimize top performing placements
3. Set bidding to maximize performance
4. Adjust budgets to optimize spend
Ad best practices
1. Use ad types that match your campaign objective
2. Create multiple ads to optimize performance
3. Improve the performance of your creative
4. Don’t go over the limits for number of campaigns, ads sets and ads
Direct Response Marketing on Facebook 13
Campaign
Ad set Ad set
Ad Ad Ad Ad
14. Set up for measurement
To measure the success of your program, you will need to set the proper measurement
solutions in place.
1. Know which KPIs (ROAS, average order value, conversion rate, etc.) you want to
measure and what metrics you consider a success
Make sure your partners (agency and/or PMD) are informed of these success metrics.
2. Bring your conversion data onto Facebook
To track online conversions, implement the conversion pixel on the your website.
To track conversions in your mobile app, implement the Facebook SDK and set up App Events
to measure specific actions in app and attribute ad spend to specific in app actions.
3. Identify where the majority of conversions happen
Looking at your data, identify where the majority of conversions occur. If you notice that more
conversions occur on desktop than mobile, then increase spend on desktop and use the appropri-ate
ad units and creative to drive your desired action.
4. Set up measurement for lifetime value (LTV)
It’s not too early to set long-term goals for your program. Consider metrics such as lifetime value
(LTV), downstream value and share of new customers.
5. Partner with a third-party solution for cross-channel measurement
Encourage advertisers to implement third-party measurement solutions to measure the
path-to-conversion for their customers and the impact Facebook has compared to other
channels. Because Facebook ads can drive consideration from consumers, a last-click
attribution model is not an appropriate measurement solution.
Direct Response Marketing on Facebook 14
15. Core Audience Custom Audiences Lookalike Audience
Direct Response Marketing on Facebook 15
Targeting
With the right targeting strategy, you can reach consumers on Facebook
in meaningful numbers to drive scalable results across devices. Though
Facebook has more targeting options than other channels, the same
audience planning process applies.
Think about the goal you’ve set for your business on Facebook. Are you acquiring new customers or
remarketing to existing customers? Your objective will define the audience you want to target. Ask
yourself the following questions to help develop your audience strategy on Facebook:
• Who are your target audiences?
• How do you segment your audiences? What types of data/insights do you have about them?
• What are your key focus markets now and in the future?
• Who manages your CRM database? How do you use your database for marketing purposes today?
• What offline data do you use for targeting in other campaigns?
These questions should help determine what audiences you want to reach on Facebook. Next, use
Facebook targeting to find your audience.
Recommended targeting solution by objective
Driving online traffic
Remarketing to existing customers
Driving in stores traffic
Remarketing to existing customers
Driving mobile app installs and conversions
(Partners Categories) (Custom Audiences from your websites)
Acquiring new customers
Acquiring new customers
Acquiring new mobile app users
Remarketing to existing mobile app users
16. Best practices for targeting
Use the following best practices to efficiently reach the people in your target audience.
1. Reach audiences based on where they are in the lifecycle
Identify audiences by where they are in the lifecycle. For example, remarket to people who demon-strated
purchase intent on your website, target existing customers who are likely to churn and
reach your highest LTV customers to keep them engaged.
2. Minimize overlapping audiences
Overlapping target audiences mean multiple ads are competing for the same auctions, thus canni-balizing
the delivery for your campaign.
Consider consolidating target audiences into larger but fewer audience segments. Also, evaluate
the timing of ad sets as they may not need to run at the same time
3. Use Audience Insights and App Insights to better understand the demographics of your
most engaged audiences
Advertisers can leverage data from Audience Insights and App Insights to identify audiences that
may be interested in purchasing their products and are most engaged.
4. Exclude current customers from acquisition campaigns
If you’re running a campaign with the goal of acquiring new customers, use Custom Audiences to
exclude your existing customers from your campaign.
5. Use specific seed lists to build lookalike audience
When building a lookalike audience, start with a seed list that is specific to the objective you’re
seeking to achieve. For example, build a seed list of people who tend to convert online versus
offline and find people who look like them.
Direct Response Marketing on Facebook 16
Success Story
20Jeans used Custom
Audiences to remarket to
people who abandoned their
shopping cart on their website.
Result:
Saw a 300% decrease in CPA
and a 2-3X higher conver-sion
rate than other display
platforms
Facebook case study, June 2014
17. Creative and messaging
After you’ve identifi ed your goal and target audience, reach them
with compelling creative that drives them to your website, store
or mobile app.
Great creative drives engagement and can sometimes lead to higher delivery and cheaper costs. Take
advantage of the visual and native canvas in News Feed to drive your direct response objectives.
Best practices for direct response creative
1. Stick to one strong focal point
Keep to one focal point within your creative so that it’s obvious to your audience what your
objective is. For example, if you’re a retailer, showcase the product you’re looking to sell and
provide a clear directive within the ad.
2. Make your ad noticeable
Use creative that captures attention and gets people to stop scrolling through their News Feed.
3. Insert brand personality
Add your brand personality into your creative. For example, insert your logo or stick to colors
from your brand.
4. Create informational reward
Make sure the product or service you’re promoting is something the audience might be interested
in. For example, an events business can promote tickets for a concert to people who have previ-ously
purchased concert tickets from their website.
5. Create emotional reward
Think of ways to connect with your audience emotionally. Humor is a great emotional trigger.
6. Mirror creative to where your audience is in the sales funnel
If your audience is in the consideration phase, use creative to drive interest in your products or
services. If your audience has demonstrated intent on your website, use creative with a strong
call-to-action to drive the outcome you care about.
7. Use a strong call to action
Vital to direct response campaigns, ensure you have a single, clear call-to-action that drives the
objective you’re looking to achieve on Facebook. Do not confuse the call-to-action by asking them
to purchase a product and like your Page.
8. Create consistency across the path-to-conversion
When driving a conversion on your website or mobile app, keep the look and feel of the experi-ence
seamless from the ad itself all the way to the conversion page.
9. Consider refreshing the creative
Campaigns will begin to fatigue over time given the frequency with your target audience. Review
performance over time and update creative often to maximize results.
10. Test, test, test!
Ensure you’re using the best performing creative by testing continuously.
Direct Response Marketing on Facebook 17
18. Direct Response Marketing on Facebook 18
Bidding
Facebook’s auction is designed to give you the least expensive
delivery possible regardless of your bid. On Facebook, the bid is
assumed to be the value (e.g. revenue) captured from each click,
impression or action.
Prices are calculated based on the position won in the auction and the weighted average of your
competitors’ bids. This means that the price charged is almost always less than the bid. Figure out
what the max bid is by calculating the average profit from a click or action (this varies by target
audience, and possibly other factors, and should be adjusted over time).
Best practices for bidding
1. Bid your true value
Bid the maximum amount you’re willing to pay per objective.
2. Increase your bid if you’re willing to pay more per objective
You will almost always be charged less than your bid. So if you’re willing to spend more, increase
your bid to maximize delivery.
3. Set accurate end times for your ad sets
You might get slower delivery if the system thinks it has to spread your spend out over a long
period of time.
4. Set different bids for low and high LTV users
Create different LTV audience segments. Bid higher for people that bring more value in the long
run, while bidding less for people that have a lower LTV.
5. Don’t change bids and budgets too frequently
Fluctuations in bids may affect delivery.
6. Don’t try for the cheapest clicks or impressions
You will reach people that are easier reached, but don’t necessarily provide the LTV you expect.
In addition, you might not be able to scale your campaign properly.
Pricing
We charge you based on:
• The position you win in
the auction
• The weighted average of
your competitors’ bids
19. If your goal is... You should apply the pixel/App Event to...
Retention with lapse customers
Loyalty/rewards pages, shopping cart
(exclude purchasers via Custom Audiences pixel on checkout/
thank you pages)
Direct Response Marketing on Facebook 19
Measurement
For a complete view of your efforts on Facebook, we recommend
a combination of measurement solutions:
• Track your Facebook ad performance with the Facebook
conversion pixel and SDK
• Measure the incremental lift you receive from advertising on
Facebook using conversion lift tests
• Utilize third-party tracking and measurement to determine
attribution across publishers
Track Facebook ad performance online and in mobile
Properly measuring and optimizing your ad campaigns is a core to success on Facebook. The Facebook
conversion pixel or App Events should be placed on each key aspect in the conversion flow.
By placing the conversion pixel/App Events across the funnel, you will be able to test several optimiza-tion
techniques that could lead to additional conversions. In addition, you will be able to measure the
downstream effect of our ads in relation to key conversion events.
General remarketing
Lead generation
Mobile app installs
Mobile app re-engagement
Loyalty
Upselling
Fan acquisition
Main landing pages, search pages, category pages
Main landing pages, loyalty/rewards pages, newsletter pages
Activate App and App Purchase
Activate App, App Purchase, Add to Cart, Initated Checkout
Loyalty/rewards pages
Category/product pages
Main landing pages
20. Conversion lift test
Lift measurement determines the true incremental impact you receive from your advertising efforts by
comparing a test group of people who saw the ads to a control group who didn’t see ads. While brand
advertisers care about determining the lift in awareness and perceptions, direct response advertisers
care about driving actions, events and conversions, so we measure the lift in these key actions.
Conversion lift measurement is a true experimental design approach which enables advertisers
to determine the value of all Facebook impressions (views and clicks) beyond the last touch and
determine the incremental impact Facebook advertising had on their business.
How to implement a conversion lift test:
1. Before uploading your Custom Audience from a data file to Facebook, randomly divide
your audience into two groups
This creates a test group and a control group. Only include people you want target for your
specific objective. For example, if you’re a travel company promoting hotels to people who
recently booked airfare, run a conversion lift test to people within that campaign.
2. Upload the two groups as separate Custom Audiences
Do not make any changes to the Custom Audiences during the test to maintain accuracy.
3. When running your campaign, only show ads to the test group
Make sure to exclude the control group from your campaign. Make sure to reach more than
75% of people in your test cell to get a good read on the impact of your advertising.
4. Analyze your point-of-sale data from both groups
When measuring the results of your campaign, look at the data of all people within your test
and control group.
5. Calculate the lift between the two groups
Compare the delta in conversion rate and sales volume between the test and control group.
For more information on conversion lift tests and details on our managed conversion lift test solution,
reach out to your Facebook contact.
Direct Response Marketing on Facebook 20
21. Whether you are a new or experienced advertiser on
Facebook, we hope this guide provided helpful tips to improve
the performance of your campaigns. In summary, keep the
following recommendations in mind:
• Use the recommended suite of Facebook ads products that align with your direct response objectives
• Ensure your campaigns are structured efficiently according to Facebook’s best practices
• Use compelling creative with strong call-to-actions to drive attention and conversion
• Follow Facebook’s bidding best practices to ensure you’re paying the right amount per objective.
• Use the Facebook conversion pixel and/or SDK as well as experimental design tests for a complete
view of your ad performance.
• Test targeting, creative, placement, ad unit and bids often to optimize for better results.
For more information about Facebook Advertising, visit facebook.com/business.
Direct Response Marketing on Facebook 21
Conclusion