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Facebook for Direct Response Marketing
Last updated: March 2014
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Radio TelevisionDigital
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The path-to-purchase is complexAre you reaching them where they are converting?
start shopdevice an
on a
&(
Source: comScore/PayPal Reaching the Connected Consumer Custom Surveys, Oct 2013
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Reach more ofthe right people
Makinsighdecisi
Drive actionacross devices
The power of Facebooks direct response s
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Reach more of the right people
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Reach people otherwise unreachable
Source: *Quarterly estimated based on monthly search query volume from Google Keyword Tool, April 16, 2013, ** (Q4 2012 estimate) Nate Apparel & Footwear Association, *** Gartner, Feb 2013, Gartner Says Worldwide Mobile Phone Sales Declined 1.7 percent in 2012, ***Aggreg
Search represents a fraction of purchase intent
Shoes in the US (in millions, Q4-2012)
115 Searches*
784 Purch
*#of people reaads were re
exclusively Faceboo
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Case study:
Success from leading retailer
Facebook makes search work even harder
Source: Kenshoo Facebook Advertising Boosts Paid Search Performance, Nov 2013; study commissioned by Facebook
+$)higher returnon ad spend
'*)increase in
AOV
()higher paidsearch CTR
*,#)drop in
CPA
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Reach all of the people who matter to yo
Source: Facebook US internal data, Sept 2013
High-quality reach
!-$.
monthlyactive usersUS
!*&.
mobile monthlyactive usersUS
!$
mobactiv
Incredible scale on mob
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Source: US Mobile Total Monthly Minutes, comScore, September 2013
Where they aremost engaged
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Use data to reach more of the right people
Facebook data
Interests Behaviors ConnectionsLocationDemo
Your data
Custom Audiences
Pastpurchasers
Highest LTVcustomers
Membersof loyaltyprograms
Third-part
Partner cate
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Source: Nielsen OCR, August 2013
-a
+-)The average online reach for
narrowly targeted campaigns is
accurate
The average Facebook reach fornarrowly targeted campaigns is
Reach real people with accuracy
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Facebook Targeting
CoreAudiences
LookaAudie
CustomAudiences
Sophisticated targeting withunsurpassed accuracy
Reach the people youalready know
Find more peopbest custo
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Use Core Audiences to segment your audie
Online and offlinesources
Targeting types
Location
Interests
Demographics
Partner
Categories
Sample seg
Age and ge
Engaged g
Interested in s
Living in Ch
Android pho
Behaviors
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Matched targets
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you knowDirect or through third-party
People from your website
People from your mobile app
FacebookPeople you know onFacebook
Custom AudiencesReach your specific customers or prospects at scale
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Lookalike AudiencesFind people who look like your customers and prospects
and people who look like them
FanWebsite visitors Mobile app customersPeople you know
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Flagged with cookieVisits website Visits Facebook Perscoo
a
Facebook Exchange (FBX)Dynamic remarketing on desktop
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Drive action across devices
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Put your products at the center of the expe
!*/
People checkNews Feed
per day
Source: IDC, Always Connected, March 2013
1
2
3
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VS
Third-party ad
Center of the engagementFormats that are large, visual and in-stream
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Designed for actionPage post link ads now with CTAs
Entire image is clickable Offers the highest amount of
real estate to get people to clickon your ad
Option to add call-to-actionbuttons: Shop Now, Learn More,Sign Up, Book Now or Download
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Designed for actionMobile app install and engagement ads
Customer discovery and acquisition Retention, engagement and
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Optimized for conversionWebsite and mobile app conversions with oCPM and CPA
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Make insightful decisions
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Current measurement challenges
Key challenges
Data is fragmentedacross devices
Measurement solutions relyon proxies
Optimization is difficultdue to fragmented data
Facebook solution
Cross-device:Faceboomeasures cross-devic
Accurate: Facebook mreal people, not proxie
Actionable:Facebookperformance against
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As a fully cross-device platform, Facebook ebusinesses to accurately track conversions
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Measure results across devices
Conversionpixel
SDK Thirdmeasu
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Reach more of
the right people
Make
dec
Drive action
across devices
Core Audiences
Custom Audiences
Lookalike Audiences
Face
Conv
Mobile app ads
Page post link ads
3rdpmea
Facebooks complete direct response solut
oCPM / CPA
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SummaryHow Facebook drives effective direct response marketing
! Reach more of your customers and prospectswith Custom Audiences and Lookalike Audiences
'Capture attention and drive conversions across devwith direct response ad units in News Feed and optimized b
+Make insightful decisionswith the Facebook conversion pixel and SDK
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Getting startedwith driving website conversions
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Setting up a campaign
! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
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Objectives in ad create tool and Power Edit
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
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Acquire new customers with Core Audience
Purchase based*
Psychographic
Geographic
Intent/interest
Demographic
Lifestyle/life-stage
ll d ll h d
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Cross-sell and upsell with Custom Audience
! Download your ad account in Power Editor
'Upload your lists (email, phone, etc.) or selectvisitors of your website or mobile app.
+ Save your Custom Audience
*Include or exclude your Custom Audience intargeting
# Layer Core Audiences for further segmentation
d h i h k lik di
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Expand reach with Lookalike Audiences
!Select your existing Custom Audience and clickCreate Similar Audience
' Choose which country you want to target
+Select whether you want to optimize forsimilarity or greater reach
* Access your Lookalike Audience in 6-24 hours
# Layer Core Audiences for further segmentation
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
C ti d i
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Creative and messaging
Use powerful imagery
Use succinct messaging thatpromotes action
Take your audience to wherethey want to land
Keep ads fresh by updatingcreative on a regular basis
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
Pl t
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Placements
News Feed Right Column
Page Post Link Ads
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Page Post Link Ads
Entire image is clickable Offers the highest amount of real
estate on desktop and mobile to
get people to click on your ad
Option to add call-to-actionbuttons: Shop Now, Learn More,Sign Up, Book Now or Download
Ad format optimized to drive offsite conversions
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
Optimize your bidding around campaign go
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Optimize your bidding around campaign go
You value You pay for We optimizefor est practice
Cost per mille (CPM) Impressions Impressions Impressions
You care about sad; can work wetargeting an audyou only value c
Cost per clicks (CPC) Clicks Clicks ClicksA basic strategy performance adv
Clicks include likcomments.
Optimized CPM(OCPM) Conversions Impressions Conversions If you care aboutaction, you shou
Determine how much to bid for your ad
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Determine how much to bid for your ad
Bid your true value: for every ad you run, you should consider youadvertising objective and bid the maximum amount youre willing
for that objective
Example of profit maximization:
Profit: $5 Click to conversion rate: 2% Optimal bid for profit maximization: $0.10 CPC
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
Measurement tools
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Measurement tools
Conversionpixel
SDK
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Getting startedwith mobile app ads
Setting up a campaign
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Setting up a campaign
! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
Objectives in ad create tool and Power Edit
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Objectives in ad create tool and Power Edit
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
Acquire new app users with Core Audience
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Acquire new app users with Core Audience
Psychographic
Geographic
Interests / intent
Demographic
Device
Operating System
Expand reach with Lookalike Audiences
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Expand reach with Lookalike Audiences
!Select your existing Custom Audience and clickCreate Similar Audience
' Choose which country you want to target
+Select whether you want to optimize forsimilarity or greater reach
* Access your Lookalike Audience in 6-24 hours
# Layer Core Audiences for further segmentation
Drive conversions with Custom Audiences
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Drive conversions with Custom Audiences
! Download your ad account in Power Editor
'Upload your lists (email, phone, etc.) or selectvisitors of your website or mobile app.
+ Save your Custom Audience
*Include or exclude your Custom Audience intargeting
# Layer Core Audiences for further segmentation
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
Creative and messaging
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g g
Use powerful imagery Use succinct messaging that
promotes action
Take your audience to where theywant to land
Keep ads fresh by updating creativeon a regular basis
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Ad units
# Bid optimization
& Measurement and attribution
Ad units that drive installs and engagemen
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g g
Mobile app install ads Mobile app engageme
Page Post Link Ads
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g
Entire image is clickable Offers the highest amount of
real estate on mobile to get
people to click on your ad
Option to add call-to-actionbuttons: Shop Now, Learn More,
Sign Up, Book Now or Download
Ad format optimized to drive offsite conversions
Page post link ad Pawi
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
Optimize your bidding around campaign go
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You value You pay for We optimize for est practice
Cost per clicks (CPC) Clicks Clicks ClicksA basic strategy foadvertisers. Clicksshares and comme
Available for instaengagement
Optimized CPM(OCPM) Conversions Impressions ConversionsIf you care about a
you should use OC
Available for insta
Cost per action(CPA) Installs Installs Installs
When available, Cbest bidding optio
Available for insta
Determine how much to bid for your ad
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Bid your true value: for every ad you run, you should consider youadvertising objective and bid the maximum amount youre willing
for that objective
Example of profit maximization:
Profit: $5 Click to conversion rate: 2% Optimal bid for profit maximization: $0.10 CPC
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! Define your marketing objective
' Targeting
+ Creative and messaging
* Placements and ad units
# Bid optimization
& Measurement and attribution
Measure what matters with Facebook SDK
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third-party partners
FacebookMeasurement
PartnerBoth
Measure ROI andLTV on mobileapp ad campaigns
Measureadvertisingperformance
Measure appevents
Deeply integratewith Facebooksocial features
Compare crosschannel ad spend
Try out a Preferred Marketing Developer tooptimize at scale
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optimize at scale
A communityclass develo
on making so
marketing eamore effecti
*#0countries
Manage large amounts ofads and accounts
Use advanced features notavailable in Ads Manager
Manage ads across marketingchannels
Daily bidding and creative
optimization
Day part
www.facebook.co
Source: Country updated as of October 2013
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