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Facebook Advertising

Don’t Get LostGet Empowered

Source: flickr vonSchnauzer

Presented by Jay Hawkinson, @sleestakkSVP, Social and Emerging Products@SIMpartners

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Brand Reach Declining

Source: Social@Ogilivy http://social.ogilvy.com/

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16%

Source: Social@Ogilivy http://social.ogilvy.com/

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But Ad Spend increasing…

Source: Socialbakers http://statista.com/

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News Feed Ads

News Feed Ads generate

14 – 28% Higher CTR

Source: Adobe

Majority of Fan

Engagement Takes Place in

the News Feed.

Source: Facebook

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Don’t Get Lost in the News Feed

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Facebook making it better…

Source: kissmetrics.com / facebook.com/business

BIGGER.

Facebook recommends using images that are 1200 x 627 px as a general rule for ads; News Feed ads should be a minimum 600px. Facebook will auto- resize them for the ad type.

and

Images: 120% Increased

Engagement 53% Increased

Likes.

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Facebook making it better…

Story Bumping

Stories that are still getting lots of engagement get bumped up to the top regardless of time posted

Facebook making it better…

Source: Facebook

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Algorithm UpdatesDoes the

fan base for the Page overlap with other known high quality

pages?Is the

Page’s profiles complete?

How frequentlyis content from this Page reported as

low quality?

How timely and relevant is the

content?

Is the content genuinely interesting?

(no more begging for likes and shares!)

Is it quality content (receiving lots of likes and shares)

particularly by the user’s friends?

Has the userengaged recently

with this Page or with similar content? Facebook

Introduced Over 1000

Factors to their Newsfeed Algorithm

Facebook making it better…

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Facebook making it better… Emphasizing Quality Content

(sorry, Doge)Source: Facebook

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Ads Manager UpdatesMultiple Photo Uploading

Takes copy and creates separate ads for each image

Makes it easy to create and test ad variations

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Ads Manager UpdatesObjective Based Ad Buys

What do you want to accomplish with your ad

?Source: Facebook

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Ad TargetingCustom Audiences

Source: Facebook

"Website custom audiences allow you to match the right message to the right person(s) at the right time."

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Facebook Video AdsAutoplay, 15 seconds, muted, 3x/day, “won’t suck”

ONE MILLION DOLLAR$

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Improved Page InsightsMonitor Page Activity

Source: Facebook

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Facebook Ads: Dive In

Source: flicker marek~niewiadomsk

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Beyond the Boost

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Sponsored Stories: GoodbyeImprove: Brand Recall, Message Awareness, andPurchase Intent

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Sponsored Page Like AdsSo long! Was nice knowing you.

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“Power is Power”

Power Editor

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Power EditorWhere is it?

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Power EditorCampaigns

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Power EditorAd Sets

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Power EditorEdit Multiple Ads

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Power Editor

Target users via Partner Categories in Power Editor

Categories Include:

• Demographics

• Purchase Behavior

• Lifestyle

• Interests

and More

Partner Categories

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Power EditorLookalike Audiences

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Power Editor

Desktop News Feed Ads 14% greater CTR

than Right Rail Ads

Source: Adobe

Mobile News Feed Ads

generate 28% higher CTRs with 42% lower cost-per-clicks

Source: Adobe

Specify Placement for Ads

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Custom AudiencesCreate Custom Audiences & Saved Target Groups

Excellent for customer re-engagement and remarketing.

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Custom Audiences in PracticePrompt users to login with Facebook Save user IDs and

track what the user purchases, looks at etc.

Segment users accordingly and upload to Facebook as Custom Audiences

Target ads to users who haven’t purchased in a while, or on their birthday, etc.

①

②

③

④

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Every time someone visits their Newsfeed there are on average 1,500 potential stories

With all of that noise, how can you make sure your ad is noticed and engaged with?

Source: Facebook.com

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Best Practices

SURVIVAL PROGRAM

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Studies show that local pages receive 5x greater reach and 8x more engagement!

More engagement = more frequent placement in users’ news feeds

Source: http://www.mainstaypartners.net/

Be creative! Local doesn’t always mean a city. Could be a region, neighborhood, area etc.

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Best Practices in Practice

Incentive

Call to Action

Engaging Image

Social

Local Content

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Takeaways

Roll with the changes Facebook will continue to change and evolve for both users and advertisers

Invest Time in Ads Manager / Power EditorPower Editor will provide greater ability to fine tune and tweak your campaignsDeploy multiple campaigns with Custom Audiences & Partner Categories

Use Best Practices like a checklist & listenNot every ad needs every item but experiment to find the combo that works Listen to your audience and the conversations they are having.

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Thank You!

Jay Hawkinson @SIMpartners @sleestakk