Facebook AdsTargeting and Scaling for Brands

Sarah SmithDmitry ShevelenkoOnline Sales Account ManagementDecember 3rd, 2009

1 Foundation

2 Targeting the Social Graph

3 Scaling Success

4 Q&A

Agenda

Facebook Mission:Give people the power to share and make the world more open and connected.

Connections

best friend

mom

co-workerfavorite band

tv show

tv show

brother

roommate

girlfriend

teammate

restaurant

clothing designer

coffee shop

favorite cereal

celebritydad

Product vision based on authenticity

SharingIdentity

Source: Compete.com, US 30 day active, Oct 09 Source: Nielsen, Aug 09

Facebook5hr 46min

#1 in Time SpentRapid Growth

350M Worldwide100M US50% return daily

Facebook

GoogleYahoo

34.95%

#1 Daily Reach

Source: CI Brand Study; US active users, Aug 09

Google

Yahoo

Facebook46% NPS

#1 in User Loyalty

Google

Yahoo

Find quality and quantity of audience reach

Targeting the Social Graph

Facebook Pages offers a new ad modelDevelop deep relationships with your audience

1. Build a Page

2. Advertise to get Fans

3. Publish to your network

Rich targeting capabilities expanding

StructuredUnstructured (keywords)

Location ActivitiesAge/Birthday InterestsGender MusicEducation TVWorkplace MoviesRelationship BooksSexual Preference GroupsLanguage Applications/Connections

Social Discovery with Friends of Connections Targeting

Tap viral channels with features of Connect

Comments box

Showtime L Word

Fan box

Coca-Cola

Share button

adidas Originals

registration

CBS

How to scale

Optimize with new Facebook Ad Manager

week 1 week 2 week 3 week 4 week 5 week 6Ad #2 Ad #1 Ad #3

Engagement

Refresh creative with simple changes

Case StudyShopLocal drives foot traffic via Bulk Upload Tool

Goal: Drive Kohls shoppers to their regional store locations

Solution: Use Facebook Ads Bulk Upload Tool to experiment with offers, images, body text length, and precise demos

Results:• 120 million+ micro-targeted

impressions at $0.25 CPM• 2.4 million offer views, ~31 per

person• Reached 95% NYC female users

aged 30-65

Exploit Facebook reports

Q&A