Chris Knoch, VP, Client Services, Kenshoo Social Reid Spice, Director of Product Development, Kenshoo Social lead Session : Facebook 101 at ad:tech San Francisco, April 2012. They demonstrated how to create simple, effective Facebook ad campaigns from first click to last.. The session included tips on interest-based targeting, budget optimization and understanding campaign performance reports, along with examples of well-performing campaigns from a variety of brands.

1. GETTING STARTED ON FACEBOOK
Kenshoo: Proprietary & Confidential Information

2. Agenda
Quick Intro
Social Campaigns Overview
What Can I Promote on Facebook?
Facebook Ads UI
Breaking Down Facebook Ad Elements
Setting Up A Facebook Account
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3. Kenshoo – Global Marketing Platform
Global Company, Founded in 2006 in Tel Aviv
Backed by Sequoia Capital and Arts Alliance
Five years of 100% YTY revenue growth
Today: 12+ global offices, 280+ employees
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4. Kenshoo – Global Marketing Platform
Founded: 2006 in Tel Aviv, Israel
Backed by Sequoia Capital and Arts Alliance
300% average annual revenue growth
$15 billion annual customer sales revenue directed
Today: 10+ global offices, 200+ employees
through Kenshoo
Product 1st – 75% of Kenshoo Focused on Product
33 billion+ social ads delivered monthly on Facebook
Campaigns running in over 100 countries
320 clicks and conversions tracked every second
Enabled a Top Non-Gaming App Campaign in 2011
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5. Kenshoo – Who We Work With
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6. Social: Paid, Owned, and Earned Media
Owned
– Website
– Apps Paid
– Facebook Page – SEM
– Twitter Account
– Display
– Facebook Ads
– Promoted Tweets
Earned
– Social Content
– Reputation Management
– Social Conversations
– Viral Growth & Tracking
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7. Define Goals
Reach Target Audience
Increase Brand Exposure
Drive Incremental Sales or Sign-Ups/Leads
Gain Insight into Consumer Behavior
Grow Fan Base
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8. Set-up Considerations
Before launching Facebook Ads, there are a couple
considerations:
– Setting up an Advertiser account
– Invoicing
– Admin Access to Facebook Objects
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9. WHAT CAN I PROMOTE ON FACEBOOK?
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10. What Can I Promote on Facebook?
In addition to ads that promote your website…
Facebook has several different types of Facebook
objects you can promote via Ads
– Facebook Pages
– Facebook Applications
– Facebook Places
– Facebook Events
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11. Facebook Pages
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12. Facebook Applications
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13. Facebook Places & Events
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14. FACEBOOK ADS USER INTERFACE
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15. Facebook UI - Homescreen
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16. Facebook UI – All Accounts
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17. Facebook UI – Pages
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18. Facebook UI – Reports
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19. Facebook UI – Settings
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20. FACEBOOK ADS ELEMENTS
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21. Facebook Ads - Campaigns
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22. Facebook Ads - Creative
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23. Facebook Ads - Targeting
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24. WHAT ARE MY AD TYPES?
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25. Facebook Ads: Premium vs. Marketplace
Premium (Direct w/ Facebook) Self-Service Tool
– Higher CPM Costs – Marketplace ads (CPC or CPM)
– Premium Inventory on Homepage – More control over
and Profile Pages optimization and bids
– Additional ad formats (mobile, – API Access (3rd Party Tools)
newsfeed, video, etc.)
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26. Marketplace/Self-Service: Different Ad Types
Primary Topic for Today!
At the moment, Facebook Marketplace has four
different Ad types:
– Web Ads
– Social Ads
– Sponsored Stories
– Page Post Ads
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27. Web Ads
Web Ads direct to a
URL of the advertiser’s
choosing.
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28. Social Ads: Build > Engage > Amplify (On-Facebook)
Page or Fan Base
App with
Creation Like Ads
Sponsored Publish to
Stories Fans
Targeting Fans
of Friends
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29. Social Ads
Social Ads direct to a Facebook Object,
encouraging consumers to “Like” a Page, “Check-
in” at a Place, “Use” an App, or RSVP to an event.
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30. Sponsored Stories
Sponsored Stories amplify fan engagement with
Facebook Objects to friends of connections.
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31. Page Post Ads
Page Post Ads feature a Page Post and its
associated content (Image/Video/Poll),
encouraging Likes of the Page.
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32. Social Ads to Offsite Ads: Target > Expand > Convert
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33. ADDITIONAL 101 BEST PRACTICES
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34. How to improve CTR’s to Lower CPC’s
Image is Key
– Test different image attributes
• Background colors • Use Buttons
• Shocking Images • Image frames
• Animals • Celebrities
• People vs. Objects • Think outside the box!
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35. How to improve CTR’s to Lower CPC’s
Refresh your Creative
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36. How to improve CTR’s to Lower CPC’s
Messaging
– Be Direct / Use Call to Action
– Refresh Your Copy
– Use Promotional Codes
– Don’t use Standard Search Copy
– Personalize your Ad
– Keep Short and Concise
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37. Additional Best Practices & Optimization Tips
Audience Size is Important
– Make sure the audience size is not too small, this can cause the decay factor to happen
fairly fast
Track Gender Separately
– These two audiences can perform very different so you will want to take action on them
separately.
Test General Audiences
– Add a general audience to test against niche audience
Use Connections Targeting
– Given you have a Facebook Page -break out ads targeted to existing fans and Friends of
Connections
Break-Up Age Ranges
– Target 18-35 year olds - break the age group up into two different groups, 18-24 and 25-35
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38. Keep Testing!
Don’t Worry about Testing Everything at First
– Don’t overcomplicate your first test
You’ll always be testing on Facebook
– Try new Facebook “Likes & Interests”
– Test new images
– Test promotional messaging
– Be Creative!
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39. REVIEW OF “OPTIMIZATION LEVERS”
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40. Understand Optimization Levers
• Shift budget from under-performing campaigns to over-
Campaign Budget performing campaigns
• Rotate new images and/or messaging if performance starts to
Creative decline
• Test new target audiences based on your initial testing results.
Target Audience Change or divide up the age breakouts, expanded current likes
and interests, different education levels etc.
• Advertisers don’t have ad rank insight from Facebook so monitor
Bids impressions and clicks closely and increase bids for individual ads
that are not getting impressions
Ad Status • Pause underperforming creative and segment combinations
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41. ADVANCED ISSUES & TACTICS
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42. Kenshoo Social: Solving Challenges
Campaign Management
1. Efficiency: Save Trafficking is Hard.
- Ad Creation & Time
Reporting and Analysis
2. - Limited Compared to What We’re Used To.
Optimization
3. - Social is New. Dynamics are Different.
Social Ads Multi-Edit, Ad
Manager Copy & Paste Permutation

43. Campaign Buildouts: The Default Way
Creative Target
x =
x =
x =
...
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44. Quick Build Permutations: The Kenshoo Way
Target Creative
x =
Group A
x =
Group B
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45. Kenshoo Social: Solving Challenges
Efficiency: Save Time
Reporting and Analysis
2. Edge: LimitedAhead ofto What We’re Used To.
- Stay Compared the Curve
Optimization
3. - Social is New. Dynamics are Different.
UI and Dashboard Path to Conversion
Reports Reporting Rich Excel Reports

46. Fully customizable online reporting shows data tailored to customer needs
• Fully customizable dashboard
• Drag & drop widgets
• Exportable data
• Analytical reporting
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47. Use advanced attribution models to Optimize
for App experience funnel
Interest Connect Interest Track Usage Invite now
Ad - 1 Install/Allow Ad - 2 In App Action Invite
(Last Click)
Attribution Models
Most Advertising Tracking Systems report and act on only the last click
Linear Ratio
prior to purchase
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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48. Analyze the Role of Social in the Path to Conversion
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49. Kenshoo Social: Solving Challenges
Efficiency: Save Time
Edge: Stay Ahead of the Curve
Optimization
3. Effectiveness: Make More Different.
- Social is New. Dynamics are Money
Facebook Specific Advanced Scheduled Actions
Algorithms Search (Dayparting)

50. Advanced Search and Scheduled Actions:
Define, Find, Act, Schedule
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51. Advanced Search and Scheduled Actions:
Define, Find, Act, Schedule
“The Advanced Search feature
saves my team a ton of time.”
Matt Grover,
CareerBuilder
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52. Facebook Bid Management
Follow suggested bid
This policy increases your clicks by bidding an ad up to a target percentile of Facebook’s suggested bid
range. You specify where you want to target within the suggested bid range and a maximum allowed bid.
Control CPC
This policy controls CPC by attempting to achieve some CPC target for each ad in the portfolio. Each ad will
be bid up or down to achieve the desired CPC. When bidding up, the bid will be capped to a specified
percentile in Facebook's recommended bid range.
Control CPA
This policy controls CPA by attempting to achieve some CPA target for each ad in the portfolio. Each ad will
be bid up or down to achieve the desired CPA. When bidding up, the bid will be capped to a specified
percentile in Facebook's recommended bid range.
Control ROI
This policy controls ROI by attempting to achieve some ROI target for each ad in the portfolio. Each ad will
be bid up or down to achieve the desired ROI. When bidding up, the bid will be capped to a specified
percentile in Facebook's recommended bid range.

53. Kenshoo Social: Solving Challenges
Efficiency: Save Time
Edge: Stay Ahead of the Curve
Effectiveness: Make More Money
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