Getting the most from ad placements Boost your results by running ads across the Facebook family of apps

1. Getting the most
from ad placements
Boost your results by running ads across
the Facebook family of apps

2. 2
Every placement
is an opportunity
to connect

3. More placements, more opportunities
3
for better results
71%
lower cost per
conversions
2.1X
lift
7%
more reach
Source: “Optimizing Direct Response Campaigns across Facebook, Instagram & Audience Network”, Facebook IQ whitepaper, Dec 2017

4. Get the optimal placement every time
4
1 How it works
2 Getting started
3 Measuring and interpreting results

5. 1
How it works

6. Automatic placements help to drive a lower cost per outcome
6
Avg. cost
per sign-up
$15.00
Manual placements (Facebook + Instagram only)
COSTPEROUTCOME
T I M E
Automatic placements (across all platforms)
+2sign-ups for
the same cost
$12.00
Avg. cost
per sign-up
S T O R I E S
H O M E
S T O R I E S
M A R K E T P L A C E
H O M E B A N N E R F E E D
F E E D
M A R K E T P L A C E
I N S T A N T
A R T I C L E S
S T O R I E S
F E E D
I N - S T R E A M
V I D E O
R E W A R D E D
V I D E O
*Forillustrativepurposesonly

7. Available placements
7
Native, banner and interstitialInstagram FeedFacebook Feed Home screen
Instant Articles
Right column
In-stream videos
Marketplace
Stories Sponsored messages In-stream videos
Rewarded videos

8. Objectives
Auction buying
Available placements for optimization
Facebook
Feed
Facebook
Marketplace
Facebook
Instant
Articles
Facebook
In Stream
Videos
Instagram
Instagram
Stories
M essenger
Hom e*
Audience
Network
Audience
Network
In Stream
Videos
Audience
Network
Rewarded
Videos
Brand Awareness ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Reach ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Traffic ✓ ✓ ✓ ✓ ✓ ✓ ✓
Engagement ✓ ✓ ✓ ✓ ✓ ✓
App Installs ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Video Views ✓ ✓ ✓ ✓ ✓ ✓ ✓
Lead Generation ✓ ✓ ✓ ✓*
Messages ✓ ✓ ✓
Conversions ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Catalog Sales ✓ ✓ ✓ ✓
Store Visits ✓ ✓
Available placements by objective
8*Only available with autom atic placem ent or m anual placem ent if Facebook Feed is also selected

9. Objectives
R&F buying
Available placements for optimization
Facebook
Feed
Facebook
Marketplace
Facebook
Instant
Articles
Facebook
In Stream
Videos
Instagram
Instagram
Stories
M essenger
Hom e
Audience
Network
Audience
Network
In Stream
Videos
Audience
Network
Rewarded
Videos
Brand Awareness ✓ ✓ ✓ ✓ ✓
Reach ✓ ✓ ✓ ✓ ✓
Traffic ✓ ✓ ✓ ✓
Engagement ✓ ✓ ✓ ✓ ✓ ✓
App Installs ✓ ✓ ✓ ✓ ✓
Video Views ✓ ✓ ✓ ✓ ✓ ✓ ✓
Conversions ✓ ✓ ✓ ✓ ✓
Available placements by objective
9

10. Over 800 million people use Instagram
monthly / 500 million use it every day
80% of Instagrammers follow a business
on Instagram
There are 2 million advertisers utilizing
Instagram and over 25 million business
profiles
Sources: Instagram Internal Data, April 2017/June 2017/Nov 2017 10

11. Are automatic placements right for your Instagram campaign?
Maximize your reach
Drive value and media efficiencies
Platform agnostic
Predictable delivery by platform
Dedicated budget
Test Instagram Stories standalone
Maximize reach in Stories

12. 2
Getting started

13. 13
To run multiple placements, select automatic
placements when you are creating your ad set
Automatic Placements

14. One creative,
many placements
14

15. 15
Select edit placements to ensure your ad
displays how you want or specify content
according to your strategy across placements
Manual Placements

16. Asset customization gives you more control over placements
16
Choose the images or videos people see in your ads depending on where those ads appear

17. Considerations for asset customization
17
1
Engagement, lead generation, catalog
sales, and store visit objectives do not
support asset customization
2
To customize your ad creative for non-eligible
placements, for example Instant Articles, you
will need to create another ad set

18. More control,
less optimal results
MORE CONTROLLOWER COSTS
More placements
and better results
Decide if control or cost is more important
18
Automatic placements Manual placements

19. We’re building a safe community for people and businesses
Reach people with control
19
Category blocking
Stop your ads from appearing
on sensitive categories
Domain/app block list
Stop your ads from appearing on
specific websites, apps, or Pages
Categories include:
Pre-campaign publisher list
Review a complete list of publishers
and places where your ads could run
G A M B L I N GD AT I N GD E B ATA B L E S O C I A L I S S U E ST R A G E D Y & C O N F L I C TM AT U R E

20. Things to remember when getting started
Ads in the Audience Network use
the same images as Facebook
Ensure sufficient campaign budget
and target a large audience
You can run ads on Instagram
without an Instagram account
Upload a variety of creative for
the various ad formats
20

21. 3
Measuring and
interpreting results

22. Breakdown reporting by placements
22
Drill down on Ads Manager, breakdown by placements
Compare campaigns with only Facebook and ones with
Facebook+Instagram/Audience Network/Messenger
1
2

23. How to interpret results from your placements
23
The way you measure this is by
the efficiency of the campaign,
not the distribution of the budget on
placement or spend per placement.

24. Use the split testing tool
24
Select a marketing objective1
Check the split test box
and select a test variable
2
Set a budget
3
Set a schedule
4
Run your campaign and get
results on the winning ad strategy
5

25. Interpreting split test results
25
When your split test is complete,
you'll receive a notification in
Ads Manager and an email with
your split test results.
2
3
4
5
65%+
40%+
35%+
30%+
Ad sets in test
Winning ad set
percentage

26. Key metrics of success for split tests by objective
26
Objectives Compare these Success/notes
Video views Compare CPV of A vs. B Lower CPV for automatic placements
MAI Compare CPI of A vs. B Lower CPI for automatic placements
Website conversions
Compare cost of conversion and # of
conversions of A vs. B
Lower cost of conversion or more conversions for automatic placements
PPE Compare CPE and reach of A vs. B Lower cost per outcome and incremental reach for automatic placements
Brand awareness Compare dwell for A vs. B Lower cost per dwell for automatic placements
Reach Compare cost per 1000 reach Lower cost per 1000 reach for automatic placements

27. 27
• Improve performance of an
existing campaign
• Expand campaign reach to more people
• Focus on mobile and reach people
regardless of location
• Leverage existing creative across
multiple platforms
Use automatic placements to
help maximize your results

28. Enable automatic
placements
Next steps
28
Set up a split test to
optimize your placements
Continuously test and
upload new creative
1 2 3

29. Thank You

30. Appendix
30

31. Campaign and placement mapping
Instagram Stories on automatic placements
31
Campaigns Placements
FB IG IGS M AN IG ISV IG RV
Facebook Feed
Instant
Feed
Instagram Stories Messenger Home Audience Network In Stream Videos Rewarded Videos
Brand Awareness ✓ ✓ ✓ ✓ ✓
Reach ✓ ✓ ✓ ✓ ✓ ✓
Traffic ✓ ✓ ✓ ✓ ✓
Engagement
AppInstalls ✓ ✓ ✓ ✓ ✓ ✓
VideoViews ✓ ✓ ✓ ✓
LeadGeneration ✓ ✓
Messages
Conversions ✓ ✓ ✓ ✓ ✓ ✓ ✓
Catalog Sales
Store Visits

32. @querodobra
25%of the
campaign’s
total sales
came from
Instagram
30Xreturn on
investments
made on
Instagram
32%decrease in the
cost of
remarketing
sales
Dobra is a collaborative website created in 2016 to sell
colorful and sustainable wallets. Since January 2017,
the company added Instagram as a placement to their
remarketing campaign, reaching a 30X return on
Instagram investments. IG was responsible for 25% of
total sales in the same campaign.
Colorful and sustainable wallets made in Brazil

33. 33Source: (1) Facebook Brand Lift 33
To increase its reach and brand awareness on the 2017 Lipstick Day, Eudora invested in
an integrated campaign between Facebook and Instagram, taking advantage of the
holiday to deliver video ads on Facebook and Instagram Stories.
25 pts
of lift in ad recall1
8 pts
of growth in the total
number of people who
related Eudora to
lipsticks1
41%increase in reseller
registrations in the
period
Eudora
A synonym for lipstick with vertical video ads on Facebook

34. Ads in Instagram Stories
SK-II Japan
34
To increase awareness of its Genoptics product, SK-II wanted to test ads in Instagram Stories to
determine whether it could drive incremental business value, increase brand awareness metrics
and improve media efficiencies.
+13pt
incremental lift in Ad recall with
ads in Stories + Feed ads vs.
Feed ads only
+24pt
overall ad recall
8.7 M
increase in complete video
views in Instagram Stories and
feed ads on Instagram and
Facebook
SK-II saw an opportunity to use Instagram Stories ads to drive brand awareness of its SK-2
Genoptics in Japan, especially among their target audience F 18-54. The brand tested a Feed-
only ad placement on Facebook + Instagram versus running ads in Facebook + Instagram Feed
plus ads in Instagram Stories. They conducted the split test for Feed + IG Stories vs Feed only
with Facebook brand lift test to see the brand impact.

35. Japan Airlines
35
Japan Airlines wanted to raise awareness of its in-flight wifi service and drive
purchase intent for tickets.
Japan Airlines’ target for its campaign, which ran in June and July 2016, was people in
Japan 18 -65+. They ran the campaign across Facebook and Audience Network to get
extended reach and lower CPVs.
+16pt
increase in ad awareness
+11pt
increase in purchase intent
Japan Airlines created a funny quiz that asked people to name two things in the picture
that were flying. The answers were an airplane. And wifi. The ad was optimized for feed –
the text overlay made it understandable without sound, and the quiz question came up
immediately when the ad came on screen.

36. UGO Wallet (TD Bank)
36
+45 %
lower cost per install
with placement optimization
(vs. Facebook alone)

37. P H O T O / F E E D
Square, landscape,
and vertical formats
V I D E O / F E E D
Square, landscape, and vertical
formats and up to :60
C A R O U S E L / F E E D
Video and photo
formats
S T O R I E S
Includes 15s video
and photo
37
From feed to stories. From static to video and full screen. From permanent to ephemeral
Visually immersive formats that drive action
37

38. A variety of creative approaches have resulted in business impact
Stories drive business objectives
5PT43PT
Product
Awareness
Ad
Recall
5PT28PT
M essage
Association
Ad
Recall
4PT18PT
Top of M ind
Awareness
Ad
Recall
11PT29%
Lift in Traffic
to W ebsite
Increase in
Purchase Lift
38