Facebook for Direct Response Marketing

5/26/2018 Facebook for Direct Response Marketing

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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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' Targeting



# Bid optimization



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Objectives in ad create tool and Power Edit


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' Targeting



# Bid optimization



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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



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' Targeting



# Bid optimization


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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' Targeting



# Bid optimization


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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' Targeting



# Bid optimization


Optimize your bidding around campaign go


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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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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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' Targeting



# Bid optimization


Measurement tools


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Measurement tools

Conversionpixel

SDK


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Getting startedwith mobile app ads



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' Targeting



# Bid optimization



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' Targeting



# Bid optimization




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' Targeting



# Bid optimization


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



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!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


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



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' Targeting



# Bid optimization


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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' Targeting


* Ad units

# Bid optimization


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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' Targeting



# Bid optimization




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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



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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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' Targeting



# Bid optimization


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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Documents

Facebook for Direct Response Marketing