Facebook Advertising Unveiled: Insights Into How Facebook Has Become The Go To For Digital | Seattle...
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FACEBOOK ADVERTISING UNVEILED: INSIGHTS INTO HOW FACEBOOK HAS BECOME THE GO TO FOR DIGITAL
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Transcript of Facebook Advertising Unveiled: Insights Into How Facebook Has Become The Go To For Digital | Seattle...
FACEBOOK ADVERTISING UNVEILED:
INSIGHTS INTO HOW FACEBOOK HAS
BECOME THE GO TO FOR DIGITAL
HELLO.
Paid Social Media Director
Add3
CHRIS OKROY
Social Landscape
Social Media Brands Used Most Often
Social Media Brands Used Most Often Age 12-24
THE SOCIAL CHANNELS
Pros
Best in class targeting
Strong performance (CPA)
Tremendous scale
Evergreen campaigns
Pros
Same targeting as Facebook
Improvement w/ CPA
campaigns
Strong visual impact
Pros
Strong Reach
Real-time integrations
Cons
Evergreen campaigns can
struggle
Cons
Beginning to serve too many
ads on timelines
Cons
Can struggle with CPA
campaigns
Smaller campaigns less
effective
THE SOCIAL CHANNELS
Pros
Growing social app
High engaged millennial
audience
Full screen ads
Pros
Best B2B coverage
Highly targeted
Microsoft partnership
Pros
Simplified targeting
Best for consideration/intent
Cons
Very expensive CPC’s
Serving issues
Cons
Analytics are lacking
Ad platform not fully
developed
Cons
Conversions can be difficult
VS EVERYBODY
SEM
DISPLAY
NATIVE
VIDEO
AUDIO
Facebook Ecosystem
PAY TO PLAY
5 Million active advertisers on
Awareness &
Reach
Traffic
EngagementConversions
Lead Generation
TRP’s
Remarketing
91%
1% the correlation between CTR and brand
effects metrics
of people who could buy a product but
don’t click on your ads
Website Traffic
CRM Lists
Social Engagers
Video Viewers
1ST PARTY
DATA
What is a lookalike
?1st party data can power your
campaigns through lookalikes
Things You May Be
Asking Yourself
How Should I
Setup Targeting?
What
Ad Types?
Creative Inspiration
STOP THEM CONNECT WITH THEM INSPIRE THEM
Ad Types
Single Image
Video
Carousel
Other Ad Types
Messenger
Collection Ads
Slideshow
Canvas
Cinemagraphs / GIFs
360
Stories
What If My Budget
Is ‘Smallish?’
Areas to consider when planning
Budgeting TargetingCreative
Geography Platforms
Where Is The Button To
‘Get Conversions?’
Growth Opportunities
Room for Improvement
AUDIENCE NETWORK ATTRIBUTION
Interstitial Native Banner
Online ads driving offline
conversions
Key Takeaways
Awareness &
Reach
Traffic
EngagementConversions
Lead Generation
TRP’s
Remarketing
