2. Facebook ‘Facebook advertising doesn’t work. It’s the equivalent of having an N-Power ad thrust at you whilst having a pint in the pub with your mates’ Simon Mansell – CEO, TBG Digital, 2007 © TBG Digital 2010

3. Facebook Ads New Rules– The ASU* Display constrained by static banners Unlimited image options with the advantages of paid search copy = Limited optimisation = Micro targeting ability © TBG Digital 2010 *Ad Sales Unit

5. Fixed cost

6. 3 ad variants

7. Limited Targeting© TBG Digital 2010

9. Unlimited ad variants

10. Rich targeting

11. Optimise© TBG Digital 2010

12. Facebook VariateApproach © TBG Digital 2010

13. Facebook Targeting Old Thinking – Display advertising Broad demographic targeting Age: 28 – 55 Gender: Male Interests: Health, Sports, Driving, Arts Site list: Men’s Health, FHM, Autotrader © TBG Digital 2010

14. Facebook Targeting New Rules -Micro targeting your audience Sunday league Match of the day Contact lenses Glasses Soccer AM Football 28-29 29-30 30-31 32-33 33-34 34-35 35-36 ‘I like....’ © TBG Digital 2010

15. Facebook Tools © TBG Digital 2010

16. Facebook Tools © TBG Digital 2010

17. Facebook CPCs © TBG Digital 2010

18. Facebook API and ONE © TBG Digital 2010

19. Facebook Results CPA halved Increased volume x20 Maximised Christmas In -house activity © TBG Digital 2010

21. 76,000 ad variants live for Yellow Pages

22. Sub $3 CPA for Major Airline

23. More volume for Vodafone than Google

24. 200,000 installs a day for EA Games© TBG Digital 2010

26. Optimised against conversion rate

27. 4,000 new contract customers per month© TBG Digital 2010

29. Optimise well-performing combinations and scale up delivery© TBG Digital 2010

31. Each ad appeals to a different audience

32. Optimisation improves relevancy and volume© TBG Digital 2010

33. ONE Media Manager – Bid To CPA © TBG Digital 2010

34. ONE Media Manager – Image Gallery © TBG Digital 2010

35. ONE Media Manager – Ad Scheduling © TBG Digital 2010