WTF#	          WE LCOME TO FACEBOO K ADS                           best practices & roi           Stefanos Karagos – XPLAI...
Hello!
a bout   xplain.co
a 365 content marketing agencyClients           >100 Beloved          Proudin 8 countries    brands                members...
great clients portfolioFROM THE BRILLIANT START-UPS AND CHALLENGINGBRANDS THROUGH TO THEBIGGEST, BEST AND MOST ESTABLISHED...
OK!NO MORE SPAM :-)
once upon a timethere were 3 medialayersunderstand the facebook ecosystem                                    wtf
Paid                     Owned                     EarnedAds                      Fb page                   Pure ugcPaying...
today fb needs money,so fb ads arethe main bull-hornStock markets rulethe social web too
?
Thebasics
fb ads aresocialYou can reach out to people in theirsocial environment during their socialactivities. The fact that a user...
fb ads arerazor sharptargetedYou can target your campaignsaudience by location, gender, age,education and other demographi...
fb ads arepersonalized& microtargetedWhat is even more important, youcan target Facebook users by theirspecific interests,...
1   build/increase          main objectives    brand awareness                            for an fb ads2   branding       ...
understandthe fb ads ecosystem
most common ad types, that workmarket                            sponsored                           Page postplace       ...
Always remember! Your Facebook adcampaigns are an integralpart of your Content andmust be aligned to youroverall Content S...
Themetricsand toolsthat matter
You                  CPC   Cost per Clickhave                  cpm                        Cost per Thousand Impressionsto ...
useThe     facebookSolution manager        The Default Simple                           adTools        facebook power edit...
latest developmentsin facebook advertising
latest developments                        FACEBOOK        MULT I SITE                        EXCHANGE           GETING   ...
WHERE IS THE ROI?
?    In May 2012 General Motors Co    announced that they wiіll stop    advertiіsiіng on Facebook because    Facebook ads ...
€    €        In June 2012 Zappos announces a 3.5×        ROIІ in the last two years with a spending        of about $10 m...
€    €        In November 2012, Facebook Global        Marketiіng Chiіef, Carolyn Everson,        announced that Samsung r...
Running:>100 Brands>48.300 FB Campaigns>9,7 Billion Impressions our outcomes
impressions create value               of sales from online ad   93%               campaigns are a result of              ...
reach drives revenue               Reach has always been   76%               important - in traditional as well           ...
the 3 flavors of reachOrganic                        paid                        viral The number of users (Fans     The n...
The powerof networks     150 K     1,9              Million        10,3                                Millions     Fans  ...
if message is right, frequency is key                increase of ROI using                Optimized Frequency 
   42%     ...
Best practicesYou have to know
follow the facebookadvertising guidelinesfacebook.com/ad_guidelines.php38% of FB Ads wereRejected because they were Violat...
fb ads have to be partof your brand’s strategyA Facebook ads campaign isnot an isolated island. It must be aligned with yo...
keep itclear & close      Use clear images and close-      up photos (also valid for      page posts that will be used    ...
Do not spamFacebook users.Targeting a very broad audiencewithout taking into account the usersinterests, demographics etc....
a/b testall the timeCreate multiple variations ofyour ads and monitor theirperformance. Identify the bestperforming units ...
stop bombardingyour audience Facebook users are not helpless TV viewers.  They can react to annoyances by hiding or even r...
optimize, optimize,optimize.alwaysDo not "fire and forget"!Closely monitor yourcampaigns, optimize andrefresh with new tex...
e y our ownCr eatcoc kta il. Use a mix of standard ads and news feed ads to gain a satisfactory Reach, drive Engagement wi...
Optimized cpmcould help your brandGive oCPM (optimized CPM) a try. When it was first introduced, itconfused many advertise...
human-optimizeyour contentKeep your Ad’s ContentHuman Optimized butdon’t forget to do thesame to your landingpage content....
Don’t be afraidto break some eggs
but keepthe brand clear!
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Facebook Ads - Best Practices & ROI

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Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).

As delivered in 2013 Digital Marketing Forum.

Published in: Business
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Transcript of "Facebook Ads - Best Practices & ROI"

  1. 1. WTF#   WE LCOME TO FACEBOO K ADS best practices & roi Stefanos Karagos – XPLAIN.co – Digital Marketing Forum 2013
  2. 2. Hello!
  3. 3. a bout xplain.co
  4. 4. a 365 content marketing agencyClients >100 Beloved Proudin 8 countries brands membershipsUNITED KINGDOM FMCG WORD OF MOUTH MARKETING 
GERMANY AUTOMOTIVE ASSOCIATION SWITZERLAND DISTRIBUTION (CHICAGO)TURKEY RETAIL ROMANIA FASHION EMARKETING ASSOCIATIONGREECE INSURANCE (LONDON)CYPRUS ECOMMERCEBAHRAIN TECHNOLOGY ENTERTAINMENT TELECOMMUNICATIONS
  5. 5. great clients portfolioFROM THE BRILLIANT START-UPS AND CHALLENGINGBRANDS THROUGH TO THEBIGGEST, BEST AND MOST ESTABLISHEDCOMPANIES IN THE WORLD, WEWORK WITH AMAZING CLIENTS.
  6. 6. OK!NO MORE SPAM :-)
  7. 7. once upon a timethere were 3 medialayersunderstand the facebook ecosystem wtf
  8. 8. Paid Owned EarnedAds Fb page Pure ugcPaying to leverage the Dynamic content in a The customer as a channel. 
power of a channel to controlled environment. Built through engagement,deliver a message that Setup as a repeatable, conversation and contentdrives to another type value-added sharing.of media. experience.
  9. 9. today fb needs money,so fb ads arethe main bull-hornStock markets rulethe social web too
  10. 10. ?
  11. 11. Thebasics
  12. 12. fb ads aresocialYou can reach out to people in theirsocial environment during their socialactivities. The fact that a user sees that hisfriends like a page, a post etc. is a veryintensive Social Recommendation.
  13. 13. fb ads arerazor sharptargetedYou can target your campaignsaudience by location, gender, age,education and other demographiccriteria.
  14. 14. fb ads arepersonalized& microtargetedWhat is even more important, youcan target Facebook users by theirspecific interests, activities andhobbies, family status, shoppinghabits, Facebook connections andeven by their date of birth, to createhighly personalized messages tothem.
  15. 15. 1 build/increase main objectives brand awareness for an fb ads2 branding campaign3 disseminate specific information*4 fan recruitment5 lead generation (*for example, 
6 sales a new product launch)
  16. 16. understandthe fb ads ecosystem
  17. 17. most common ad types, that workmarket sponsored Page postplace stories* Ads*Also called standard ads, they They advertise Facebook users You can further promote your mostappear in the right-side column activities (for example, a page successful content to your fans andof Facebook properties. They or post like, a post comment, a their friends by creating an ad from acan include a social place ckeck-in) to these users post that was originally published onrecommendation, even if they friends. your page.lead off Facebook. *Desktop News Feed, Mobile News Feed, Right Side Column
  18. 18. Always remember! Your Facebook adcampaigns are an integralpart of your Content andmust be aligned to youroverall Content Strategy!
  19. 19. Themetricsand toolsthat matter
  20. 20. You CPC Cost per Clickhave cpm Cost per Thousand Impressionsto know Click Through Rate: Percentage of Clicks 
 CTR to the number of Impressions impressions Total number of views Every action related to your page, that the user actions performs after having clicked on an ad* reach Number of Unique Users 
 who have seen an Ad frequency Number of times a user has seen an ad *Page like, post like/comment/share, video view, answer to a question etc.
  21. 21. useThe facebookSolution manager The Default Simple adTools facebook power editor The Advanced Tool For Bulk Editing third party api tools Sophisticated Tools Which Cover Special Needs And Are Mostly Expensive
  22. 22. latest developmentsin facebook advertising
  23. 23. latest developments FACEBOOK MULT I SITE EXCHANGE GETING (FBX) TAR Through Facebook Exchange, advertisers and agencies have been able to use cookie-based targeting through Demand-Side Platforms (DSPs) to reach their audience on Facebook with more timely and relevant messages. CONVERSION DIRECT SALES MEASURMENT &OPTIMIZATION & ACTIONS It works by counting relevant user actions, such as registrations and shopping cart checkouts, that are driven by people seeing an ad on Facebook.
  24. 24. WHERE IS THE ROI?
  25. 25. ? In May 2012 General Motors Co announced that they wiіll stop advertiіsiіng on Facebook because Facebook ads had liіttle iіmpact on buyers behaviіor.! AdAge points out that General Motors decision was taken after they were deniіed by Facebook the complete brandiіng of Facebook pages.
  26. 26. € € In June 2012 Zappos announces a 3.5× ROIІ in the last two years with a spending of about $10 million. € In September 2012 Facebooks partners report that the companys Exchange ad-buying program has resulted in up to a 20x iіncrease of ROIІ.
  27. 27. € € In November 2012, Facebook Global Marketiіng Chiіef, Carolyn Everson, announced that Samsung receiіved a 1,300 percent Return On IІnvestment from a campaign for Samsung Galaxy S IІIІIІ. ? Do you Beliіeve iіt?
  28. 28. Running:>100 Brands>48.300 FB Campaigns>9,7 Billion Impressions our outcomes
  29. 29. impressions create value of sales from online ad 93% campaigns are a result of Impressions without Clicks. Correct Targeting is more important than CTR.
  30. 30. reach drives revenue Reach has always been 76% important - in traditional as well as in Online advertising. Campaigns optimized for Reach had a 74-76% higher ROI.
  31. 31. the 3 flavors of reachOrganic paid viral The number of users (Fans The number of users (Fans The number of people who & Non-Fans) who visited & Non-Fans) who saw a saw your Page or one of its your Page, or saw your Sponsored Story or Ad posts from a story Page or one of its posts in pointing to your Page. published by a friend. the News Feed or ticker. What Does it Tell us? What Does it Tell us? What Does it Tell us? How effective is your How much are paid efforts How effective is your Content and Content contributing to your Content Strategy and your Strategy in reaching out to results? Paid Ads in motivating more users? 
 users to engage and share Are users visiting your your content with their page? friends.
  32. 32. The powerof networks 150 K 1,9 Million 10,3 Millions Fans Reach 
 Friends of Fans 
 Force Last Month (17-55)
  33. 33. if message is right, frequency is key increase of ROI using Optimized Frequency 
 42% of Facebook Ads. A too low Frequency can be as bad as a too high Frequency. Test, monitor and measure your ads to find the ideal value for each individual campaign.
  34. 34. Best practicesYou have to know
  35. 35. follow the facebookadvertising guidelinesfacebook.com/ad_guidelines.php38% of FB Ads wereRejected because they were Violatingthe Guidelines!
  36. 36. fb ads have to be partof your brand’s strategyA Facebook ads campaign isnot an isolated island. It must be aligned with youroverall Content Strategy,Objectives and Aesthetics.
  37. 37. keep itclear & close Use clear images and close- up photos (also valid for page posts that will be used as Page Post Ads). Create texts with a clear 
 Call To Action.
  38. 38. Do not spamFacebook users.Targeting a very broad audiencewithout taking into account the usersinterests, demographics etc. isSPAMMING and will adversely affectyour campaigns CTR.
  39. 39. a/b testall the timeCreate multiple variations ofyour ads and monitor theirperformance. Identify the bestperforming units and pause therest of the ads. As a rule of thumb, startwith about 100 units to beable to test body texts,images but also targetgroups.
  40. 40. stop bombardingyour audience Facebook users are not helpless TV viewers. They can react to annoyances by hiding or even reporting your ad when they had enough.
  41. 41. optimize, optimize,optimize.alwaysDo not "fire and forget"!Closely monitor yourcampaigns, optimize andrefresh with new texts andimages.
  42. 42. e y our ownCr eatcoc kta il. Use a mix of standard ads and news feed ads to gain a satisfactory Reach, drive Engagement with your page and Recruit new fans for your page.
  43. 43. Optimized cpmcould help your brandGive oCPM (optimized CPM) a try. When it was first introduced, itconfused many advertisers, butthings are much better now!
  44. 44. human-optimizeyour contentKeep your Ad’s ContentHuman Optimized butdon’t forget to do thesame to your landingpage content.Don’t forget: 
Content is the Kingonly if you Treat it Likea King!
  45. 45. Don’t be afraidto break some eggs
  46. 46. but keepthe brand clear!
  47. 47. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. thank u for ur engagement! contact us if you care about results LetsRock@xplain.co fb.com/xplain.co @x_plain XPLAIN.co UNITED KINGDOM GERMANY SWITZERLAND GREECE ROMANIA TURKEY BAHRAIN CYPRUS
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