Facebook Retargeting - Ashley Nicklay

Facebook RetargetingAshley NicklayMarketing Manager- Digital Advertising Rasmussen CollegeTwitter: @Ashley_Emerson

Why Facebook?

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Why Facebook?

Over 1 Billion Monthly Active Users

• Did you know?– 7+ hours a

month avg.– 80% outside

North America– 52% of US

population is on Facebook• 55% female• 62% 18-44


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All Facebook Users

Friends of Fans

Fans

Advertising on Facebook


Web Visitors

Facebook Ads

Facebook Ads & Sponsored Stories

Facebook Ads & Sponsored Stories

Facebook Ads Through Retargeting

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Find Your People On Facebook


Custom Audiences

• Your Offline Audiences• Email Address• Phone Number• Facebook ID

• Have to maintain audience list

Facebook Exchange

• Your Online Audiences

• Use basic retargeting pixels/cookies – little maintenance

How It Works

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How FBX Works


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How FBX Works


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Anatomy of A Facebook Ad• Headline: 25 Characters• Body: 90 Characters• Image: 100 pixels wide, 72 pixels tall • URL: Set by FB


Testing. Creative. Relevancy.

Best Practices


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Best Practices: Test & Refresh• Test. Test. Test. Test. Test. • Focus on headlines & images

first– Don’t forget the CTA!

• Minimum: 2 headlines + 2 images + 1 body copy = 4 variations– Goal: 6-12 ad variations

• Banner Fatigue Happens QUICKLY – Refresh Often!


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Best Practice: Test & Refresh• Start With Multiple Variations • Continue To Refresh


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Best Practice: Images• Cut the Clutter • Consider Color


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Best Practice: Images• Lay It Out • Relate To The Page


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Best Practices: Be Relevant• Bucket your pixels into specific

& granular business areas• Get as focused as possible with

your creative

• Don’t be lazy. Be relevant.


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Best Practices: Be Relevant• Local: 7% lift in CTR • Programmatic: 28% lift in CTR


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Best Practices: Be Relevant• Your business doesn’t

function in a vacuum – your ads shouldn’t either – Seasonality– Current Events– Social Trends

• New Year’s Messaging: – +32% Lift In CTR– CTR lift continued through mid-

March!


Ashley NicklayMarketing Manager- Digital Advertising Rasmussen CollegeTwitter: @Ashley_Emerson

Thank You – Questions?

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Facebook Retargeting - Ashley Nicklay

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