Webinar: The FBX News Feed Opportunity
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Transcript of Webinar: The FBX News Feed Opportunity
Mini-Webinar:The FBX News Feed OpportunityAUGUST 15TH 2013
PREMAL SHAH
VP of Strategy
ANSHU KHURANA
FBX Partner Manager, Facebook
facebook.com/anshu.khurana
CONFIDENTIAL // 2013 //
Marketers use Chango because we consistently & professionally solve their digital needs
CONFIDENTIAL // 2013 //
CONFIDENTIAL // 2013 //
1. SEARCH RETARGETING2. LOOK-ALIKE TARGETING
PROSPECTfor new customers
CONVERTmore site visitors
3. PROGRAMMATIC SITE RETARGETING
FULLY MANAGED SOLUTIONS
We help you prospect for new customers and convert existing site visitors
CONFIDENTIAL // 2013 //
WHY USE IT?- Find new customers- Exclusive access to Chango’s
300+ million search profiles- Easy onboarding & fully
managed campaigns- Boost brand awareness
PROSPECT FOR NEW CUSTOMERS
Search Retargeting reacts to hand-raisers based on their searches
HOW IT WORKS:
An Individual searches
Chango identifies those searches
Target only those relevant individuals based on the terms that matter to you
Search Term
Search Term
CONFIDENTIAL // 2013 //
CONVERT SITE VISITORS
Programmatic Site Retargeting focuses on the true value of each site visitor
WHY USE IT?- Re-engage with visitors that
matter, even on FBX- Full transparency- Reduce wastage- Fully managed solution
Advanced Site Retargeting
Standard RetargetingAll visitors treated the same
Dynamic ads based on pages viewed
CONFIDENTIAL // 2013 //
FBX & CHANGO – THE REAL OPPORTUNITY
1bn+ Registered Users25% of Real-time Impressions
PROSPECTusing Search data &
3rd party data
CONVERTexisting visitors with1st party site data
CONFIDENTIAL // 2013 //
FACEBOOK EXCHANGE OVERVIEW
What is the Facebook Exchange?- A Facebook ad exchange; different than Native Ads- The exchange allows approved Demand Side Platforms (FBX PMD
partners) to bid by bringing in their unique third party data- A highly visible inventory source, including Right-Hand Side (RHS)
placements and News Feed Page Post Link Ads (FBX News Feed ads)- Allows for specific direct response objectives, such as Search Retargeting
or Site Retargeting
Right Hand-SideNews Feed Page Post
Link Ads
CONFIDENTIAL // 2013 //
FBX PREFERRED MARKETING DEVELOPERS
Chango: A FBX Qualified Company
http://www.facebook-pmdcenter.com/fbx
CONFIDENTIAL // 2013 //
FBX AD FORMATS
The Evolution of FBX Ad Units:RHS and News Feed Ads
As of June 2013
FBX Beta: Link Page post ads
More real estate driving offsite
Previous ads
CONFIDENTIAL // 2013 //
FBX AD FORMATS
The Evolution of FBX Ad Units:RHS and News Feed Ads
As of June 2013
FBX Beta: Link Page post ads
More real estate driving offsite
• Link Page post ad only
• Desktop only
• News feed
• May contain social context
CONFIDENTIAL // 2013 //
FBX AD FORMATS
RHS and FBX News Feed Link Page Post Ads
Right-Hand Side (RHS) Standard Ads FBX News Feed Link Page Post Ads
Marketing Objective Direct Response campaigns Direct Response campaigns
Placement On the right-hand side of the page Center of the page within the News Feed as “Suggested” post
Ad components • Small thumbnail image• Text ad with title• URL• Links to your site outside of FB
• Name of advertiser page & profile image• Bigger image in ad creative• Domain (URL)• Description/text ad• Like, Comment, Share (byproduct of the ad unit)• Link to a site outside of FB
What to expect • Scale! Large volume of impressions• Efficient channel
• Larger placement• Impressions are considered free bonus as the pricing is
based on insertion• Higher CTR than RHS• Expects higher CPMs
Chango offers FBX ad creative services, ask us for details
CONFIDENTIAL // 2013 //
THE FACEBOOK EXCHANGE
• Large scale• Drive conversions• Can include total "Likes" from FB Page
Examples of Ad Formats
FBX RIGHT-HAND SIDE STANDARD AD
• Prominently placed in News Feed• Drive conversions• Voice of the page• Higher CTR & Conversions
NEWS FEED LINK PAGE POST AD
CONFIDENTIAL // 2013 //
TAKEAWAYS
• Optimize it like new inventory, availability is different than RHS
• Extend the same display budgets
• Use for direct response goals only
• Continue to leverage RHS• Expect to bid significantly
higher
Best Practices for FBX News Feed
DO
• Don’t expect same CPMs and CTRs
• Don’t focus on organic and viral side effects
DON’T
CONFIDENTIAL // 2013 //
TAKEAWAYS
Performance Success via FBX News Feed
Click Through Rates:• Trending higher than RHS and Traditional Web
Click Through Conversions:• Up to 25x higher than Traditional Web and 30x higher than RHS
• CPAs are 10x better for CTC conversions vs. RHS
Takeaways:• FBX News Feed delivers a higher quality engagement & converters• RHS & News Feed perform better when running concurrently (combining
quality & scale)
CONFIDENTIAL // 2013 //
SUMMARY
Main points…
1. The Facebook Exchange (FBX) allows Demand Side Platforms to bring IN unique third party data (e.g. search/intent data, marketer visitor data). This is different than Native Ads, which leverages Facebook data (profile data, etc.)
2. FBX ad formats, RHS and News Feed, can be leveraged for both Prospecting and Programmatic Site Retargeting needs.
3. Extend your campaigns to FBX. Over 65% of internet users are on Facebook and your marketing message should extend to them when they are social networking.
4. Both News Feed and RHS units differ, but work best when used together, delivering quality performance with scale.
5. Follow News Feed best practices when leveraging towards your campaigns.