Facebook Advertising: Don't Get Lost, Get Empowered (ClickZ Live)
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Facebook Advertising
Don’t Get LostGet Empowered
Source: flickr vonSchnauzer
Presented by Jay Hawkinson, @sleestakkSVP, Social and Emerging Products@SIMpartners
#CZNLY @sleestakk
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