This document discusses strategies for effective social media advertising on Facebook. It recommends taking a full funnel approach, segmenting audiences, and integrating across channels. It provides examples of campaign results like 30:1 return on ad spend and video click-through rates of 13.5%. Key takeaways include selecting conversion-based metrics, mapping the customer journey, and allocating different ad formats and targeting at each stage of the funnel. It also discusses ways to measure offline events like in-store purchases through e-receipts uploaded to Facebook.

1. Brendan Almack, Client Director, @el_brenner
Roisin Linnie, Head of Social, @roisinthora

2. Hello

8. Fake News!

9. Consumer Trust

10. Bad Ads

11. *IAB

13. Not All Social Media Channels are born equal
There’s Facebook & There’s Everyone Else

14. Social continues to eat display

15. Social continues to eat display

16. Monthly Active Users

18. Pace of InnovationInnovations Released

19. Why is Facebook such a
Powerful Advertising Platform?

21. The Ad Formats Have Evolved…

22. The Ads Have Evolved….

23. The Ads Have Evolved….

24. …but the KPI hasn’t.

26. 1. Full Funnel Strategy
2. Audience Segmentation
3. Integration

27. The user journey has many touch points

28. x5 times

30. Awareness & Interest

31. Consideration

32. Action

34. Advocacy

36. Audience Segmentation

39. Results

40. ROAS: 30:1 for DPAs
Canvas View Rate: 75 seconds
Video CTR: 13.5%
CPV: €0.01
+300,000 Engagements

41. +1500 Photo Entries X 300 Facebook Friends
= 450,000 Reach

42. Key Takeaways
1. Be bold, select a conversion based KPI
2. Map out the customer journey
3. Plan your campaign out using a funnel, allocate different ad formats,
targeting, KPIs at each stage
4. Integrate activity across channels, share audiences and data
5. Segment your audience at each stage of the funnel
6. What if your KPI is in-store sales?

43. Closing the Loop on In-Store Purchases

45. Measure Offline Events

46. • E-receipts to capture data in-store
• Upload e-receipt emails to Facebook
• 51% match rate
• Use Offline events reporting in
Facebook

47. For Every 1 Online Sale, Facebook Generated an Additional 4
In-Store Sales.

48. Thank you!