#SocialAds

Your Guide to Social Advertising

for the

Holiday Season

Tim Bosch | Director of Media and Planning | Likeable Media | @timmybosch

#SocialAds

Tim Bosch@timmybosch

@LikeableMedia

Director of Media Planning

#SocialAds

What’s Inside?

• Approaching Facebook Advertising

• Facebook Ads & the Holiday Season

• Q&A, Feedback

#SocialAds

Approaching Facebook

Advertising

#SocialAds

#SocialAds

What Sets Facebook Apart?

• 180 Million Monthly Users in the USA

• 136 Million Monthly Users on Mobile in the USA

• Mobile users spend 1 out of 5 minutes on Facebook

• Average time spent per Facebook visit is 20 Minutes

• Paid efforts to effectively reach and target these users has improved

dramatically in the past year

#SocialAds

What Sets Facebook Apart?

• Paid efforts to reach these users is becoming better and better

by the month

• Targeted Reach – constantly adding improved targeting

• Deep Engagement – better visual formats in the News Feed

(particularly on mobile) and ability to enter the News Feed of non-

fans has benefited advertisers

#SocialAds

What Sets Facebook Apart?

Marketing Objectives

Targeting

Ad Placement

Creative

Campaign Set-Up

Buying

Measuring

Generate the right response

from the right people

by showing them

the right message

efficiently

with demonstrable results

#SocialAds

First Thing’s First: What’s the Marketing Objective?

• Increase sales in store/online or

acquire new customers in store/online

• Launch new product/brand

• Increase product/brand awareness

• Drive loyalty

• Drive app installs

#SocialAds

Overview of Targeting Capabilities

• Standard Audiences

• Custom Audiences

• Lookalike Audiences

#SocialAds

#SocialAds

Standard Audiences

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Partner Categories

Reach people on Facebook based on 3rd party data of their

offline activities

#SocialAds

Custom Audiences

Reach your specific customers at scale by targeting your lists

#SocialAds

#SocialAds

Lookalike Audience

• Find more people who look like your best

customers

• Further qualify the Lookalike audience by

layering additional targeting

(Demographics, location,

interests/lifestyle, 3rd party data)

#SocialAds

Custom Audience Targeting Ideas

• Target subsets of your custom audience. Examples:

• Prospects vs. Customers

• Key dates (renewals, birthdays, etc.)

• Create specific Lookalike Audience segments. Examples:

• People who bought your product in the last 3 months

• People who spent the most on your products last holiday season

• Opt-In subscribers who never open you emails

#SocialAds

Facebook Ad Placement Options

#SocialAds

#SocialAds

Placement: The Desktop News Feed & Mobile Newsfeed

Facebook’s native ad placement

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Right Hand Side

The cheapest real estate on

Facebook (lowest CPM)

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Facebook Ads & the

Holiday Season

#SocialAds

#SocialAds

Why Invest in Facebook Ads This Season?

20% of the time a

consumer spends

using apps on his

or her mobile

device is with a

Facebook app.

#SocialAds

Page Post Link Ads: Photo Views Turned Web Traffic

What once was lost…

…Now is found.

#SocialAds

Page Post Link Ad Opportunity

• People click on images more than

anything else on Facebook

• Now instead of seeing a full-size image

when they click, consumers are sent to

your site

• However, many brands are still using

the old “work around” to drive web

traffic – posting a photo with a link

within the text prompt

#SocialAds

Measure True ROI with Conversion Tracking

Create an offline pixel and start optimizing your ads for web conversions

#SocialAds

Dark Posts = Dynamic Creative

Here’s a small list of reasons to be using Unpublished Page Posts

this season:

• To show special offers to specific Facebook Custom Audiences – can

be a powerful technique for driving sales during holidays

• To test different creative on a smaller scale before using the best

performing messaging as a fully promoted regular Page Post

• Drive engagement & conversions at scale without clogging your current

fan bases’ News Feeds

• To have the ability to post to mobile or desktop only

#SocialAds

Questions? Feedback?

Tim Bosch@timmybosch