2. Why would we want to advertise on FB?
Hint: It’s not because “everyone else” is.
Facebook has created an ad model that allows businesses, no matter what
size their budget, to target a desired audience on a site that is utilized by over
800 million people worldwide. With a very low barrier to entry, the Facebook
platform allows advertisers to chose from a number of creative and targeting
options to reach their desired audience with ease.
Strengths
• High penetration of all demographics within the U.S audience
• Premium targeting capabilities (profile data)
• Pay per performance pricing models
• Easily optimized
• Turnkey creative
• Allows for easy testing
• Multiple creative options
FACEBOOK ADVERTISING: THE BASICS April 2012
3. Weaknesses
Nobody’s perfect.
Weaknesses
• Non-standard creative
• Non-standard analytics
• Ads cannot be third-party served
• On-page analytics not as robust as on-site analytics
• Frequently changing opportunities
• Requires ongoing management
FACEBOOK ADVERTISING: THE BASICS April 2012
4. What kinds of ads does Facebook offer?
What do they look like?
FACEBOOK ADVERTISING: THE BASICS April 2012
5. Marketplace & Premium Ads
Advertisers have two different investment levels when considering the Facebook platform: Marketplace
and Premium. Here’s a quick rundown of the two.
Element Premium Marketplace
How to secure Through sales rep + Insertion Self-service platform OR ‘Power Editor’
Order OR ‘Power Editor’
Management Facebook (secured through FB) Advertiser
OR Advertiser (self-service)
Spend minimum $50,000 per campaign No minimum
Placement page User news feed & profile Photo pages, within photos, general
pages (Highest share of voice on page) pages (Up to 7 ads per page)
Mobile User news feed only User news feed only
Pricing models CPM CPM or CPC
Price determined by: Facebook sales (rate card) OR Auction-based bid marketplace
auction-based bid
marketplace
Creative opportunities Poll Sponsored Stories
Video Text + Image
Sponsored Stories Event
Text + Image Application
Event
Sampling
FACEBOOK ADVERTISING: THE BASICS April 2012
6. MARKETPLACE AD OPPORTUNITIES
Marketplace Ads
Displayed outside of the news feed (unless mobile). Low commitment. CPC or CPM pricing.
Standard image and copy ad. The If a brand offers an application to its
clickable headline drives users to an users, this ad will display the names of
external URL. their friends who have already used the
application within Facebook. A click
drives users to the application page.
Mobile Ad: the only market-place
ad that appears within the news
feed.
Ad that allows users to “like” your Ad that allows users to RSVP to a
brand within the unit. It also shows specific event set up by your brand.
which friends of the user have also Much like the “like” ad, it shows which
“liked” your brand. A click on the friends of the user have also RSVPd. A
headline leads users to either an click on the headline brings users to
external URL or the brand page. the Event Page where they can obtain
more info.
FACEBOOK ADVERTISING: THE BASICS April 2012
7. Premium Ads
Displayed in news feed and profile pages. $50K spend commitment. High engagement units.
Premium Video Ad Premium Like Ad
Premium Sampling Ad
Premium Poll Ad
Premium Event Ad Mobile Ad
FACEBOOK ADVERTISING: THE BASICS April 2012
8. Page Post Ads
Can be purchased as Marketplace or Premium
Page Post ads allow you to take content that’s been added to your Facebook page
(text, video, photo, question, link or event) and turn it into an ad with the name of the
Facebook page as the title. In this unit, users are able to see how many likes the page
has, and a user can even comment on the post or “like” the page directly within the ad.
Posted to the “Ides of March” Facebook page
Content is then turned into a Page Post ad
FACEBOOK ADVERTISING: THE BASICS April 2012
9. Sponsored Story Ads
Can be purchased as Marketplace or Premium.
Sponsored Story ads highlight your existing fans’ A sponsored story always includes the profile
actions on your page and turn them into ads. For picture of the person who made the action,
example, if someone “likes” your page or posts a which also becomes the ad title. The ad also
comment, this action is turned into an ad that is shows the names of the people in a user’s friend
then more prominently shown to that person’s network who have completed whatever action
friends. the sponsored story is based on.
A user (Jessica) checks into Starbucks and posts it to her profile
That post is turned into a Sponsored Story
ad, which is displayed to Jessica’s friends
**A list of the types of sponsored
stories available can be found in
the appendix
FACEBOOK ADVERTISING: THE BASICS April 2012
10. Offers
At a price that everyone loves: free.
Offers are a completely free way to offer your fans discounts on your products and/or services.
Creating an offer can be done directly from your brand’s page and can be posted to your timeline as
soon as it is created. Once posted, users can comment on, share and, most importantly, claim the
offer.
Create the offer Post the offer to Timeline Offer is automatically posted User has ability to claim,
to current fans’ news feed comment or share offer
Although the offers themselves are free to post, one must
remember that only fans of your page will be able to see them
(unless the offer is shared by a fan to a non-fan). And even then,
fans of your page may still not even see the offer. So, to increase
the the number of eyeballs seeing the offer, a brand can utilize a
Sponsored Story ad to promote the offer and reach more
potential customers.
FACEBOOK ADVERTISING: THE BASICS April 2012
11. Where would my ads go?
FACEBOOK ADVERTISING: THE BASICS April 2012
12. In-image: 2 ads
(Marketplace)
Photo page: 7 ads
(Marketplace) User home screen: 7 ads
(Premium)
Profile
pages:
2-3 ads
(Premium)
Mobile (within user
news feed): 1 ad
(Premium & Marketplace)
FACEBOOK ADVERTISING: THE BASICS April 2012
13. How can we target a specific audience using
Facebook?
FACEBOOK ADVERTISING: THE BASICS April 2012
14. User-entered profile data!
We benefit from people sharing way too much about themselves.
• Location •Connections
• Country
• Only available when
• State
linked to an
• City (with option for
advertiser account
mile radius)
• Zip Code •Advanced
• Demographics Demographics
• Age (13+) • Interested In
• Sex • Relationship Status
• Languages
• Likes & Interests
• Profile data and / or •Education & Work
liked pages
In the near future, marketers will also be able to start targeting based on users’ recent posts.
FACEBOOK ADVERTISING: THE BASICS April 2012
15. Targeting Reminders
Don’t cut your pie too thin.
Even though Facebook offers advertisers a wealth of targeting options, one must remember that the
Even though Facebook offers advertisers a wealth
of targeting options, one must rememberyour audience becomes. A smaller, more targeted niche
more specific your targeting, the smaller that the
audience can cause issues with:
more specific of targeting you have, the smaller the
audience becomes. A smaller, more niche audience
can cause issues with:
•Reach
• A smaller audience = smaller impact
•Delivery
• Fewer people targeted, fewer people see the
ad
•Cost Per Click
• As your audience decreases, your CPC
increases
• Hard-to-reach audiences cost more to find
FACEBOOK ADVERTISING: THE BASICS April 2012
16. What kind of performance data can we get
from Facebook?
FACEBOOK ADVERTISING: THE BASICS April 2012
17. Facebook Insights
A look into how your campaign is performing.
Audience
• Reach
• Frequency
• Impressions
Click Metrics
• Clicks
• Click Through Rate
• Cost Per Click
• Cost Per Thousand
Social
• Social Impressions
• Social %
• Social Clicks
• Social CTR
• Social Reach
• Connections
*A glossary of these terms can Reports can be pulled by day, week, month and campaign to date
be found in the appendix
FACEBOOK ADVERTISING: THE BASICS April 2012
18. Key Takeaways
The meat and potatoes.
• Scalable opportunities with an extremely low barrier to entry
• Ability to leverage and promote brand page posts
• Big brother can target
• Metrics matter
FACEBOOK ADVERTISING: THE BASICS April 2012
19. THANK YOU!
THANK YOU!
PERISCOP
®
E
FACEBOOK ADVERTISING: THE BASICS April 2012
21. APPENDIX
Definitions of commonly used Facebook terminology.
Clicks
• Clicks are counted each time a user clicks through your ad to your landing page. If you're advertising a
Facebook Page or Event, a click is also counted when a user "likes" your Page or Place or RSVPs to
your Event within the ad.
Click Through Rate
• Click-through rate (CTR) is the number of clicks your ad receives divided by the number of times your
ad is shown on the site (impressions) in the same time period.
Connections
• If you're advertising a Facebook Page, event or app, Connections measures the response your
message is driving among people who have seen your ads or Sponsored Stories.
Frequency
• Frequency tells you how many times each person saw your ads or Sponsored Stories, on average.
Impressions
• Ad impressions are counted each time an ad or Sponsored Story is shown to a user, regardless of
whether the user clicks or takes any other action on the ad.
Reach
• The number of individual people who saw Sponsored Stories or ads in the campaign during the dates
selected. This is different than impressions, which includes people seeing the ad multiple times.
Social Reach
• Social Reach tells you how many people saw your ad or Sponsored Story with the names of their
friends who had already liked your Page, RSVPd to your event, or used your app.
FACEBOOK ADVERTISING: THE BASICS April 2012
22. APPENDIX
Different types of Sponsored Stories available.
Page Like
•Ad shows when a friend likes the page. Includes a thumbnail of the page’s profile picture along with a like button
(there’s always a like button in sponsored stories).
Page Post Like
•Ad shows when a friend likes a specific post in the feed. Includes the liked post.
Page Post Comment
•Ad shows when a friend makes a comment on a post from the fan page. Includes the comment and a link to the
commented post.
App Used/Game Played
•Ad shows when a friend uses an app (for instance, plays a game). Includes a thumbnail of the app and an option
to play.
App Shared
•Ad shows when a friend shares a story from a page’s app tab. Includes a thumbnail of the app and a description
of the action.
Checked In
•Ad shows when a friend checks in at a physical location. Includes a thumbnail of the profile picture and the
comment the user made when checking in.
Domain
•Ad shows when someone likes an item outside of Facebook. Includes a thumbnail of the liked item and a link to
the offsite destination.
Question Vote
•Ad shows when a friend has answered a question in a poll of some kind. Includes the results of the poll.
Event RSVP
•Ad shows when a friend has RSVP’d to an event. Includes a thumbnail of the event and a link to it.
FACEBOOK ADVERTISING: THE BASICS April 2012
