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Facebook Ads Ecosystem

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Description of Facebook Advertising Solution by @BenjaminSnyers, Head of Social Activation @ Social Lab Group

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Facebook Ads Ecosystem

  1. 1. Facebook Ads Ecosystem 1
  2. 2. Hello, nice to meet youBenjaminSnyersHead of Social ActivationSocial Lab Group@benjaminsnyersBenjamin.snyers@social-lab.eu 2
  3. 3. Since its IPO,Facebook is pushing hard to develop its revenue model. 3
  4. 4. Advertising is becoming“Core” to their business 4
  5. 5. Everyday,a lot of new features are announced 5
  6. 6. During the last months,a lot of new Advertising solutions 6
  7. 7. 6 emplacements. 1 billions users. Infinite Targeting Possibilities. 7
  8. 8. Deep Dive into Facebook Ads 8
  9. 9. What are the benefits of Facebook Advertising? .Facebook- Large Reach- Endless targeting possibilities .Sponsored Stories- Real-time reporting- Flexibility- Optimisation- Price .Ads- Rich Media- Social Context- Newsfeed 9
  10. 10. Facebook’s own POE version. Owned PAGE Paid media media Page App Facebook Event Ads Domain .Sponsored Stories .Marketplace Earned media Stories in Stories News Feed 1012/10/2012 10
  11. 11. Everything starts with the bidding system 11 11
  12. 12. It is a self-serve advertising platform• Facebook Marketplace is an auction system• Competition increases the price Audience Placement (formats) 7 12
  13. 13. Competition with other advertisers 13
  14. 14. How Does It Work – Quality ScoreNot the ad with the highest bid wins, but the ad with the bestperformance (QS) Auction system based on: ? Quality Score ? ? QS = ? CTR* x ? Bid x ? Historic x Competition* First estimation is based on 10,000 first impressions of the campaign. 14
  15. 15. How Does It Work – Quality ScoreHigher CTR means:• Lower CPC=> Rewarded• Better position CTR: 0.060% QS = **** CPC: 0.45 € QS = *** QS = ** CTR: 0.015% QS = * CPC: 1 € CTR: really bad No Impression QS = 0 CPC: too low 15
  16. 16. Why does Facebook use Quality Score? - User is paramount on Facebook - GOAL = Best user experience - Relevant ads = better experience - CTR = indicator of relevant ads 16
  17. 17. Audience 17
  18. 18. +4,7 millions users in Belgium > 4.700.000 Belgian members 45% of population (58% of internet users) 66% 85%daily use weekly use >2.000,000 Mobile users 18
  19. 19. Rich possibilities to segment the audience 4,7 millions of users Facebook Friends of Fans Friends of FansInterest Fans PageSport Interest Brands Sector Music Brands Brands 19
  20. 20. Everything starts from the information filled in by the user Basic Age, gender, geography, relationship, language Work and Education InterestsFriends Music, Movies, Books, Apps, Pages, Websites 20
  21. 21. Broad Categories 21
  22. 22. Target a young student who likes fashion. 22
  23. 23. Target users based on the mobile device they own. + 1,000,000 users in total 23
  24. 24. Target fathers with children between 0 -19 years old. 24
  25. 25. Target users according to the brands they have liked. Automobile Sector Water Sector Energy Sector + 300,000 users + 100,000 users + 50,000 users 25
  26. 26. Custom Audience: targeting by Email, Phone Number & UID’s - Remarketing - Mailing List Reactivation - Fan Acquisition - …. 26
  27. 27. Targeting by Email, Telephone & UID 27
  28. 28. Endless possibilities of targeting 28
  29. 29. Emplacement & Formats 29
  30. 30. From the right to the left 40% of peoples’ time on Facebook is on news feed Content & Advertising Zone Advertising Zone 30
  31. 31. Promote your message directly in the user’s Newsfeed CAPPING 1 Impression per user per 24 h CAPPING 3 Advertisers per users This is an ad 31
  32. 32. Your brand is a part of users’ stories. They cannot miss it. This is an ad CTR 20x Compared to right zone 32
  33. 33. Even on mobile. +2m Users in Belgium “Sponsored” Stamp 33
  34. 34. Facebig 34
  35. 35. Right Zone is not Dead. Long Live Right Zone Your content is “eligible” to appear in the newsfeed: - No guarantee - Limited Reach Content & Advertising Zone Advertising Zone 35
  36. 36. Right Zone – Homepage & Rest of Site 0,5€ 1€ Average CPM CPM/CPC Average CPC CPC 100 % SOV 1-10 advertisers Self Serve Self Serve 36
  37. 37. Facebook New Emplacements 37
  38. 38. Place your message in the search bar resultsSponsored Results format Main features: - The search Bar is one of the most used Facebook features. - Targeting by “Targeted Entities”(page, app,..) or profiles. - Target Competitors’ pages. - No off-site - CPC or CPM 38
  39. 39. Log-Out Experience. The most impactful format CPM: 5 € Entry Fee: 10 k Video No targeting possibilities 39
  40. 40. Promote your business on the best emplacement 6 emplacements in total 40
  41. 41. +20 Formats to distribute on Facebook 41 41
  42. 42. +20 Formats available Engagement/ Sponsored Stories Page Post Ads Standard AdsGenerate Awareness Sponsorise interaction Amplify the distributionGenerate Traffic (in & offsite) between the brand of your content onGenerate Action & the connected users. Facebook 42
  43. 43. +20 Formats available Sponsored Results Log OutDisplay a message Generate impact on Facebookin the search results 43
  44. 44. Focus on Page Post Ads & Sponsored Stories 44
  45. 45. The challenge of the week3. Make noise and post your video4. Bring a maximum of your friendsaround a Fanta! PPA -Amplification of your post distribution. 45
  46. 46. It starts with the content posted on your page. 46
  47. 47. Did you know that…When you poston your Facebook page, 16%you only reach 16%* 16%of your fans.* Worldwide average communicated by Facebook Fans reached organicallyWhy?EdgeRank is an algorithm thatranks objects in the Facebook News Feed.Affinity x Weight x Time 47
  48. 48. Page Post Ads to amplify your reach 12-16% of friends/fans Organi see your post/content c Paid Media Up to 85% of friends/fans see the content % of fans reach by your messagePubs 16%Pubs 65% 85% Daily Weekly 48
  49. 49. Reach is the new LikeFacebook FOFFans16%For each new post, there is a reflection about amplificationWho? When? How long for? 49
  50. 50. PPA, everywhere. Everything starts with the content on the page. Control the distribution of your content All Fans & Friends of fans All 50
  51. 51. Video directly in the newsfeed. 51
  52. 52. Sponsored Stories – WOM at Scale 52
  53. 53. 92% of the users trust friends recommendations. 53
  54. 54. User is the message 54
  55. 55. How it works 85% Sponsored Stories David likes this brand 12% David likes this brand Your Brand LikeSTEP 1: STEP 2: STEP 3:David likes a If the advertised brandbrand, uses an A story is generated on included Sponsored Stories inapplication, or David’s friends’ News their Facebook Adschecks-in into a Feeds, which they may or campaign, David’s friends willlocation. may not see. see this story in the right column. 55 55
  56. 56. Sponsor everything. App Like Wallpost Website App POS 56
  57. 57. Distribute everywhere Friends of fans Friends of fans Friends of fans 57
  58. 58. Sponsored Stories in Newsfeed 58
  59. 59. To Sum Up Endless Possibilities Audience Bidding Emplacements +20 Formats +6 59
  60. 60. And so what? 60 60
  61. 61. Facebook Ads can help you solve a lot of problematicsWhich media strategy to adopt regarding my objectives? Awareness Traffic Offline /Online Sales Reachblock Video Marketplace Offers Sponsored Stories standard ads Page Post Ads Newsfeed Desktop Sponsored Stories Domain Sponsored Stories Newsfeed Mobile Fan Aquisition Engagement Contest/ Mobile App Reachblock Sponsored Stories Inline Fan for App Like Page Post Ads Sponsored Stories Marketplace Page Post Ads for App Like Sponsored Stories Like 61
  62. 62. Amplify Word of Mouth 62
  63. 63. Briefing & objectives Amplify Word of Mouth with Ads 63
  64. 64. Strategy2+1 is a great offer.We “Like” it!And Facebook users will certainly do so!They will buy it and also TALK about it.Those discussions around the promotionare a valuable medium that one should use.Your “SOCIAL CURRENCY”Our proposition?Generate an (online) discussionaround the promotion,amplify it and generate as muchAwareness around it as possible. 64
  65. 65. Everything starts with a post and the page. 16% 32,000 65
  66. 66. Beer? Hum… who will be the target? 85% of fans & M18+ + 1,500,000 Sports Fan Beer, Wine and Student Spirit Lover Barbecue Football Fans Jupiler Fans 66
  67. 67. Message is adapted to targeting to boost performances. Students Foot 18+ Fans Wine 67
  68. 68. 1) Generate traffic to the post POST NL: 1.456 LIKES / 1.043 SHARES / 270 Non- Fans COMMENTSASU POST FR: 1.623 LIKES / 1.824 SHARES / 297 COMMENTS Fans PPA 68
  69. 69. Wow, those guys interact with the content. STORIES appears LIKES / 1.043 SHARES / 270 POST NL: 1.456 in Newsfeed COMMENTS POST FR: 1.623 LIKES / 1.824 SHARES / 297 COMMENTS get organically placed into 12% of friend’s news feed Share Like Comments 69
  70. 70. Sponsorise the interactions to amplify the WOM. With Paid Media You reach up to 85% of your target 70
  71. 71. Sum Up the ecosystem Advertising Wallpost Newsfeed Facebook.com .PPA Like Comment Like Comment .Classic ASU 12% Seen by 12% of the friends We make an ad of the stories generated (called sponsored stories). 85% It means that 85% of the users’ friends.Sponsored will be exposed to the stories.Stories 12% Seen by 85%* of the friends * The ads is shown to 100% of the friends who are connected. Each week, average 85% of the Facebook users connect to the platform. 71
  72. 72. Question? 72
  73. 73. Occupy Territory during Christmas 73
  74. 74. Briefing & Objectives Generate awareness for the different Samsung products range during Christmas Period trough a full experience on Facebook. BENELUX: 74
  75. 75. Context• A Lot of advertisers on Facebook during Christmas sales Important to stand out with a unique, creative and dynamic campaign.• More competition, more expensive traffic ( CPC increases): Best practice to avoid CPC increase: ultra segmented structure Daily optimization 75
  76. 76. Insight & Mission Just remember… You were a kid. With those catalogs of toys, games, sport accessories. Dreaming about which were the 3 you would pick up…BUT…You received the presentonly if you were kind. Kind or not Kind? 76
  77. 77. The Idea A Facebook Application to create your wishlist among Samsung products.You choose 4 products amongSamsung categories. TV IT Products Telecom Audio Home Video AppliancesOne by Category. 77
  78. 78. Kind or Not?And… You need to provethat you werea “Kind” boy or girlHow?Friends will tell Kind Not Kind 78
  79. 79. And the winner is…On the 24 of December, winners are announced. The 24 of December at midnight, the 20 people that have got the most « Nice » votes 79
  80. 80. Surprise!Who has been the meanest? The 31 of December at midnight, the 10 people who have got the most « Not Nice » votes will get an email and SMS to confirm that they will get their gifts ! 80
  81. 81. Will It Work on its own?Great IdeaBut…Without mediatisation….It will not workThe app will stay unvisited…. You need a STRONG Facebook Media Plan 81
  82. 82. Key Elements Of The The Ad Campaign Budget TARGETING: 25-34 YO MESSAGE – Two phases66% of the budget 1 Premium. REACH : + 4 Minvested in themediatisation of the Generate maximumaction awareness trough the use of video 2 Marketplace Dynamic & creative use of Facebook to maintain target attention at his highest and generate a max of participation 82
  83. 83. Big Launch, Big ExposureDuring the launch, we have booked a Reachblock video.It means that Samsung was the only advertiser on Facebookthat day. Maximum of exposure on the target. Awareness boost. REACHBLOCK 83
  84. 84. Followed By A Dynamic & Creative Campaign• 3 waves with different messages• Format mix based on targeting & objectives Premium Ads• Targeting by age & gender Christmas Countdown• Daily optimization W1: CLSC W2 : CLSC W3 : ILF W4 : CLSC Sponsored Stories Likes (SSL) Page Post Ads (PPA) BE NL 12/12 17/12 23/12 26/12 01/01 84 24/12
  85. 85. Change Message To Stand Out WEEK 1 Ads Targeted by Age & Gender Copy based on age WEEK 2 Focus on game activity Immediate feeling 85
  86. 86. Change Message To Stand Out Last Day to win. J- 126 of December Surprise 86
  87. 87. Branded & Clear Visuals 26 of December , we adapted the colorBrand Logo Christmas theme background Clear visual of brand product We adapted the visual with the most chosen product 87
  88. 88. Divide And RuleWe segmented the campaign to avoid a rise of CPCdue to aggressive competition during Christmas 88
  89. 89. Diversity To Avoid Attention DropWe developed several messages for each sub-segment in order toavoid users’ attention drop 89
  90. 90. Results In 3 weeks time... 90
  91. 91. Results +700,000,000 Impressions 91
  92. 92. Results +80,000 participants 92
  93. 93. Results + 60,000 New Fans 93
  94. 94. Results Cost per fan 50% lower than previous Samsung Campaign (NL) 94
  95. 95. Results 50,000 app shares in the newsfeed. 95

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