1. Preferred Facebook Seller

2. How to maximize our campaign.
How to maximize our results.

3. From consumer perspective
Recognize the consumer in the modern times
Engage with the consumers in their environment
Consider In-depth targeting ability
Go Pro (Audiences , Retargeting)
From ads perspective
Choose the correct Ad placements & Formats
From costs perspective
Bid the true value. Think long term.
Metrics are important
Use Analytics Data
Tips & Tricks

4. Recognize the consumer in the modern times

5. Buying is inherently social
People do rely on friends to help
them make buying decisions
92%
trust word of mouth
of friends & family
47%
trust TV, press and newspapers

6. Engage with the
consumer in his
environment

7. Global
over 1 Billion
monthly active
users across all platforms
over 640 Mils
Monthly Active
Users
…and they are there
longer than
anywhere else
58%
returns
daily
67 %
YOY
Growth

8. Romania
169
Friends
[average]
All Fb: 138
22
Page
[average]
All Fb: 13

9. Across mobile touch points
Romania
70%
YOY
growth on
mobile
3.1 MIL
Monthly active users
on mobile
6.4 MIL
Overall users

10. In-depth targeting
capabilities

11. Facebook it’s not just reach, it’s not just clicks
…but is very precise targeting
Social
Demographic
• Age
• Gender
Personal
• Birthday
• Education
• Address / Country
• Workplace
• Relationship status
• Likes & interests
• Friend connections
• Activity (e.g., check-ins)
• Intent
New possibilities
• Lookalike audiences
• Custom Audiences
• FBX
Accurate targeting for
narrow audiences
90%
35%
Placement
• Right hand side
• News feed desktop
• News feed Mobile
Facebook achieves 90%
accuracy vs. 35%
for the online
industry average

12. Go Pro!
Use Advanced Tools
(Audiences &
Retargeting)

13. Reach Your Own Customers With
Custom Audiences
Facebook
Your customer
database

14. With Custom Audiences
Tailor messages based on consumer’s objective
Create Audiences from country email lists, site
registrations and even FB apps
Create different campaign messages
based on the data knowledge Custom
Audience will provide
W, 18–34
Brand
heavy
W, 18–34
Deal
Seeker
Use specific selling techniques to reach
the exact interest & needs of your
different segments of users

15. Lookalike Audiences
extension to Custom Audiences
What?
Find and reach more
people who are similar
to your
customers/visitors
Why?
Lookalike
Audiences
Custom
Audiences
They share the same traits as
your customers and hence are
more likely to be interested in
your products/services
Best suited for fan acquisition, site registration, off-Facebook
purchases

16. Facebook Exchange
This new solution enables you, to focus on
those users who have already visited your
website and reconnect with them in the
most engaging Social Media
environment!

17. User journey via FBX

18. +1,7x
Click to Conversion
Rate
The Click to conversion ratio of FBX
was 1,7 times higher than that of
other Display sources
The cost per action on FBX was 2,6
times lower than that of other
Display sources
Cost Per Action
Insur
ance
Vertical
-2,6x
* Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013

19. +2x
Click to Conversion
Rate
The Click to conversion ratio of FBX
was 2 times higher than that of
other Display sources
The cost per action on FBX was 1,4
times lower than that of other
Display sources
Cost Per Action
Online
Travel
Vertical
-1,4x
* Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013

20. +2,3x
Click to Conversion
Rate
The Click to conversion ratio of FBX
was 2,3 times higher than that of
other Display sources
The cost per action on FBX was 1,6
times lower than that of other
Display sources
Cost Per Action
eCom
merce
Vertical
-1,6x
* Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013

21. Choose the correct Ad
placements & Formats
(ideal mix for the right campaign
goal)

22. Constant campaigns on marketplace and timely campaigns on
premium inventory…..
Jan
Feb
Mar
Apr
May
Jun Jul
Aug
Sep
Oct
Nov
Dec

23. RHS & NF
Ads
Premium
Ads
Targeting
Capabilities
Reach
Block RHS,
NF
LOX
Reach

24. LOX
NewsFeed
Ads
High
Visibility
Reach Block
News Feed
RHS Ads
Large Creative Size

25. Do I want to push my
message in 1 day?
Is your only touch point
mobile?
Do I want to engage
with users after they
have logged out of FB?
Do I want to be the only
advertiser running in
that placement?
Do I need all FB
targeting options?
Do I want to display a
large size creative?
Do I need massive reach
in a small time window?
Do I want retargeting?
Do I want to drive
engagement?
Do I want to build
awareness for my new
product/service
release?
FBX
Do I want to drive
actions (e.g. likes, sales,
app installs,
registrations)?
RHS & NF
ADs
Reach Block
LOX
Premium
Ads

26. Bid the true value and
Think long term.

27. Analytics Data/ Quality Metrics
(Insights, Connection Analyze,
FB Monitor Tools)
Reach metrics
Sales metrics

28. Improve your
creative
Keep it simple

29. Message Guides
▪
Questions drive engagement in title or body
Encourage users to act immediately.
▪
Give clear call to action with verbs like “Click now”, “Book
today” – drive urgency
▪
Everyone likes a good deal, so highlight this in your ad text.
▪
If possible, use words like:
▪ Free
▪ Discount
▪ Promotional
Are you UP for it?
Order today before
time expires!
Great prices
Latest offers

31. Content wise…..
Keep your text short & clear

32. Content wise…..
Create a posting pattern according
with the best results (see FB Monitor
or Insights data for post interactions)

33. Creative wise…..
We’re all about visuals, so keep your
text short and take advantages of
the creatives size

34. Creative wise…..
Test different creatives and constantly
analyze your data

35. Metrics wise…..
Use Reporting data to correct the
plan where necessary

36. Customer wise…..
Use Targeting, Retargeting &
Audiences Solutions

37. Customer wise…..
Take full advantage of Facebook
massive (exclusive) reach

38. Customer wise…..
Your ad should direct users to the most relevant
destination

39. General
Don’t use spam apps to enhance the data
base. You will just gain (a lot of) fans that are
interesting only in the prize, competition
and we’ll not to added value to your page

40. General
Don’t use slicks to enhance the data base
(like buttons where they do not belong).
Don’t mislead the user to became your fan