A Definitive Guide to Reaching Your Marketing Goals with Facebook covers all of the Facebook ad units and how they are best utilized to achieve your marketing goals. General campaign management tips, that have been used by Ampush, are also shared in this highly engaging presentation.

1. The Definitive Guide to
Reaching Your Marketing
Goals With
Facebook
October 2013

2. Facebook has evolved to become one of
the most effective marketing platforms
on the planet

3. Thinking of Facebook as only part of a
social marketing strategy causes you to
miss out on its major advantage over
print, radio, and television…

4. Facebook lets you reach an engaged
audience at the right place, at the right
time, with the right message

5. Shortly after Apple announced the iPhone 5s fans
took to social platforms such as Facebook to voice
their opinion of the new devices

6. T-Mobile took advantage of the opportunity by
targeting mobile Facebook users in the U.S. (right
place) just 24 hours after the announcement (right
time) with the right message

7. This kind of targeting and dynamic marketing is not
possible through traditional advertising channels

8. Facebook helps brands and direct response
advertisers achieve measurable business goals

9. Recent changes to Facebook Ad products now focus
ad units on clear marketing goals:
Awareness
Create awareness about a
new product announcement
Engagement
Engage your community
with dynamic owned content
User Acquisition
Encourage new users to sign
up for your product/service
Mobile App Installs
Drive installations for your
brand’s mobile application
Transactions
Generate eCommerce sales and
incentivize offline purchases
Mobile Engagement & Sales
Boost conversion and
reengagement of your mobile app
Loyalty
Deepen customer loyalty
through remarketing

10. Goal: Mobile Engagement & Sales
 Reengage existing users
Take advantage of the Mobile App ad to connect with users who
have already installed your app to make purchases or use the app
again through the seven universal and vertical specific CTAs
 Leverage deep links for specific promotions
Mobile app ads lets advertisers link to customized locations inside
apps for sales, promotion, or specific content
 Integrate Facebook SDKs for iOS and Android
By integrating Facebook SDKs you’ll be able to measure the
effectiveness of mobile app ads for any one of 14 predefined or
custom events such as “purchased” or “level achieved”
Mobile App Ad
Mobile Engagement & Sales
Boost conversion and
reengagement of your mobile app
 Open Link
 Use App
 Shop Now
 Watch Video
 Listen Now
 Book Now
 Play Game
Calls-to-action include:

11. Goal: Build Awareness
Awareness
Create awareness about a
new product announcement
 Recommended Creative
Keep headlines 90 characters or less and use compelling images
sized 1200x900px with image ratios of 4:3 (Facebook will
automatically resize) for HD displays
 Focus on Page Post ads and News Feed placement
Share news and promotions using Page Post
Photo, Video, Text, and Link Ads served in the News Feed
 Maximize your reach
Leverage Page Posts with the highest engagement by amplifying
their reach with paid ads
Page Post
Like Ad
Page Post
Photo Ad
Page Post
Video Ad
Page Post
Text Ad
Page Post
Link Ad

12. Goal: Engagement
 Creative Tip
Authentic images and video that are relevant to your audience will
see the most engagement, not the images that best promote your
brand
 A/B Split Test Your Content
Test various combinations of images, content, and deals before
scaling to a wider audience
 Diversify your posts
In addition to images consider promoting video and text-only posts
that prompt a response to keep things fresh and boost
engagement
Engagement
Engage your community
with dynamic owned content
Page Post Like Ad Page Post Photo Ad Page Post Video Ad Page Post Text Ad Mobile App Ad

13. Goal: User Acquisition
 Leverage Open Graph for additional exposure
Integrating your app with Open Graph allows in-app actions to be
shared on Facebook’s most visible asset: News Feed
 Drive Installs directly to mobile and tablets
Mobile App Install ads allow you to target users of mobile and
tablet devices in order to encourage installations without ever
leaving Facebook
 Page Post Link ads can drive sales
Page Post Link ads feature an eye catching 1200x627 image that
will drive users to any landing page, allowing for high quality
product showcases that lead directly to a sale
User Acquisition
Encourage new users to sign
up for your product/service
Page Post Link AdMobile App Install Ad

14. Goal: e-Commerce Sales and Offline Purchases
 Leverage your existing CRM and 3rd party data
Use Custom Audience, Lookalike Audience, and Partner
Categories to target users you’ve already established a
relationship with or who mirror your buyer personas
 Use Broad & Interest targeting liberally
Segment your audience into many distinct groups and test the
relevancy of your creative against each one, adjusting your
messaging as you gather more data
 Generate buzz with News Feed
Place share buttons on post transaction pages to encourage
buyers to share their purchase activity on News Feed
Transactions
Generate eCommerce sales and
incentivize offline purchases
Page Post Link AdDomain Ad Mobile App Ad

15. Goal: Mobile App Installations
 Creative Optimization
Customize images and text for each target audience group in
order to boost your conversion and click-through rates
 Frictionless buying process
Users with iOS 6 can now install an app from the app store without
leaving their Facebook experience, which reduces friction in the
buying process
 Downstream Measurements
Understand ARPDAU, LTV, ARPU, 1 and 7-day
retention, DAU/MAU and other metrics
Mobile App Installs
Drive installations for your
brand’s mobile application
Mobile App Install Ad

16. Loyalty
Deepen customer loyalty
through remarketing
Goal: Loyalty
 Calls to action are key
Use powerful language, sentence case, and strong calls to action
in your Domain ads in order to drive visits back to your site
 Retarget abandoned carts
FBX retargeting can be used to recapture users who leave your
site or abandon their carts
 Generate buzz through activity
Leverage your Facebook Page to engage followers, make
exclusive offers, and post relevant content that resonates with your
market
Domain Ad

17. Campaign Tips
 Always be testing
Test 3-5 creative and copy options to see what works best. Don’t forget to also test
targeting groups, bids, and ad types
 Refine your targeting
Target >250K people per ad when starting to discover what creative and target
audiences work best. Then hyper target the successful ads through segmentation
and testing
 Testing strategy: Vary ads
Experiment with a 2-3 different themes around your creative and messaging in
order to find what works best with each targeting group
 Improve your targeting with broad categories, Custom Audience, and Lookalike Audience
Broad categories allows you to target groups who have an affinity for your product or
service, while Custom Audience lets you target those who are already buyers.
Lookalike audiences mimic users similar to your current consumer base.
 Target specific devices
Target only one device in each ad in order to measure the effectiveness of a
campaign on different devices.
 Keep ads fresh
Creative that gets old or overused will decrease the ad's success. Keep an eye on
performance and change these factors at least every two weeks to improve
performance

18. Ampush is an ad technology company and Facebook Strategic Preferred
Marketing Developer (sPMD) helping brands and direct response advertisers
achieve performance at scale with Facebook Ads. Ampush delivers advertiser ROI
with its fully managed ad technology (AMP Social Marketing Platform) across
mobile and desktop native advertising platforms.
Learn how our solutions can work for you at ampush.com
Facebook® is a registered trademark of Facebook, Inc.