"Facebook Ads for Dummies" par Pierre-François Chiron

For Dummies
Facebook Ads
2015-04-30
Pierre-François Chiron
Pierre-Lou Dominjon

…
More than
300 CLIENTS
Local Offices in
6 EMEA COUNTRIES
Running ads in
80 COUNTRIES
FACEBOOK ADS FOR DUMMIES

What
Facebook Ads are?

Where ads are displayed?
Right hand side

Where ads are displayed?
But not only! Newsfeed, and mobile, and out of Facebook with the « Audience
Network »

How to start?
• First you need a Facebook Page
• Then you can create content « linked » to this
page
• This content will apear on Newsfeed and right
hand side column of targeted peoples

How to start?
3 different tools
FACEBOOK
POWER EDITOR
• More complex
campaigns
• Multiple targets,
countries, creatives…
FACEBOOK
AD MANAGER
• Very easy
• Good to start
• Deals with 5/10 ads
MARKETING
PARTNER TOOL
• Graphical reporting
• Optimization tools
(manual and automatic)
• Vertical specific features

First, a unique objective for each business

Use the right
Creatives

Dedicated format for each objectives
Structure of an Ad – It’s a specific type of Facebook Page Post
PAGE NAME
PAGE ICON
CONTENT
SOCIAL CONTEXT
DESKTOP NEWS FEED MOBILE NEWS FEED

Link Ads
• Traffic generation
• Conversion (sales, leads,…)
• Redirect to landing pages
• Image size: 1,200 x 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters
• Headline: 25 characters
• Link description: 30 characters
• Your image may not include more than
20% text.

• Conversion (sales, leads,…)
• Redirect to landing pages
• Image size: 600 x 600 pixels
• Image ratio: 1:1
• Link description: 30 characters
20% text.
Multiproduct Ads

• Post engagement
• Branding
• News Feed image size: 1,200 x 900 pixels
• News Feed image ratio: 4:3
• Right column image size: 254 x 133 pixels
• Right column image ratio: 1.9:1
20% text.
Photo ads

• Post engagement
• Branding
• Video views
• Thumbnail Image: 1,200 x 675 pixels
(shows on your ad when the video is
not playing). Your thumbnail image
may not include more than 20% text.
• Length: 40 minutes max
• File Size: 1 GB max
Video ads

• Generate Likes of your
Facebook Page
20% text.
Page Like ads

• Generate installs for your mobile app
• Generate traffic to your mobile app
• Can contain video creative
20% text.
MOBILE NEWS FEED
App Install Ads

• For Social Gaming
• Installs or engagement
20% text
Desktop app ads
DESKTOP NEWS FEEDRIGHT COLUMN

• Generate venues
to your event
Event Response Ads

Offer Ads
• Promote deals
in your store
20% text

• Automatically generated
Through your product
catalog
• Allow you to do remarketing
on desktop and mobile
• You need to create dynamic
ads templates
Dynamic Ads

Creatives tips
Tips about description
USE SHORT TEXT
USE CALL TO ACTION IN PICTURES

20% text rule
Based on a grid system – You should not have more than 5 out of 25 cells with
text

Creatives tips
Adujst the content to the target

Creatives tips
Picture
REFRESH CREATIVE EVERY 2 WEEKS
USE SCREENSHOTS IN A MOBILE DEVICE FOR MOBILE APPS
TRY TO HAVE A SINGLE FOCAL POINT IN YOUR PICTURE

Creatives tips
Tell a story with Multi-Product Ads

Creatives tips
Play with ad formats

Creatives tips
A/B TEST…
A LOT!

Use targeting
Choose the right
audience

Targetings
Overview
• It’s one of the most powerful differentiator
• With search, you target depending on a demand from the customer
• On Facebook, you push content depending on a population

Targetings
Location targeting
• It’s very easy to launch
worldwide campaigns
• But you can also target
very precisely with zipcode,
regions, cities

Targetings
Demographics
• Target on age
• Target on gender
• Target on relationship status
• Life events

Targetings
Interest
• Pages they like
• Education
• Jobs
• Activities

Targetings
Partner categories
• Partner categories
• Based on the activity off of
Facebook
• Data are matched with FB profiles
• Examples:
• Have/haven’t a car
• Coffee buyers
• High revenues
• No child at home

Targetings
Custom audience
WEBSITE TRAFIC
(via a tag on your website)
CUSTOMER LIST
(email, phone numbers,
FB ids or mobile ids)
APP ACTIVITY
(via Facebook SDK)
IT’S A LIST OF USERS THAT YOU WANT TO TARGET.
3 WAYS TO CREATE A CUSTOM AUDIENCE

Targetings
Lookalike audience
Facebook generate an audience of the people
that are similar to your base audience.
Useful to reach NEW people that are similar
to your customers
Can be based on:
• A custom audience previously created
• A fan page
• A previous campaign
• A conversion pixel

Bidding
and other setup
parameters

Bidding
Different ways to bid
• CPM
• CPC
• oCPM
• CPA (on install)
• Be careful CPC on Facebook is not like CPC on Google
• Includes social clicks, likes, ect.
• You need to use Link Click for compare to « real » CPC.

Pacing time
3 different pacing types
• Standard pacing
• Accelerated delivery
• Dayparting

Analyze
performance

Track conversions
FACEBOOK ALLOWS YOU TO TRACK CONVERSION
• Track sales, registrations, etc.
• Both available on desktop and
mobile
FACEBOOK CAN TRACK CROSS-DEVICE
• Based on user, not on device

Analyze
Analyze any criteria of your ads
• Targeting
• Age
• Gender
• Interest
• Audience
• etc.
• Creative
• Title
• Picture
• Call to action
• Bidding
• Day of the week
• Etc.

Take decisions
Improve your campaigns
EDIT
YOUR BUDGET
REPARTITION
PLAY / PAUSE
ADS
CHANGE
YOUR BID

Case Study

• Mobile application
• Buy and sell great things in your community
• Created in 2013
• Based in Barcelona
• User experience and Mobile first
• iOS and Android
• Spain: n°1 ranking Lifestyle
 How to have the same success in UK + US
+ MX ?

Boost international development
HOW TO AIM TOP RANKING
IN DIFFERENT COUNTRIES IN A FEW WEEKS?
HUNDRED
THOUSAND
DOWNLOADS
IN 45 DAYS
-15% COSTS
AFTER MMR
OPTIMIZATION
TOP3
IN
US/UK/MX

MANUAL
OPTIMIZATION
AUTOMATIC
OPTIMIZATION
+
How we did it?

Without
80 000 Segments FACEBOOK ADS FOR DUMMIES

Conversion funnel
Step by step optimization
Support & Market
feedbacks
Call to action
Segmentation
Visual
Text
Multi product
…
Live data analysis
Easy decision
Manual Optimization

Automatic Optimization
Mobile
app booster
Automatic
rules
CPI 5$ CPI 1$ CPI 3$
Stop / Increase budget / reduce budget

• 3 best campaigns to reach objectives:
 Accelerated delivery
 Lookalike audience of the users of the app
 Broad campaigns with CPA (high budget)
• Geotargeting per main cities: local message and locale creative
• 3 age ranges max: easy monitoring for high volume ad sets
• Visuals : live attractive products selected (iPhone, famous fashion brands, cars)
Learnings

Contact us
pf@perion.com
pierre-louD@perion.com

"Facebook Ads for Dummies" par Pierre-François Chiron

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"Facebook Ads for Dummies" par Pierre-François Chiron