Digital Marketing Trends 2014 1) Recap about bidding: - oCPM works well with large audiences. Make sure you have at least 25 daily conversions per ad with the "1-day click-through" window. The conversion pixel doesn’t have to be on the last checkout page: to get enough volume for oCPM every day you can put the conversion pixel for example to "add to cart" page and optimise towards that pixel. - CPM works for small audiences. Bid high and you will reach eg. your current customers! Note that frequency quickly becomes high with small audiences. - CPC is a stable and good option to to start with. "Clicks" includes also likes, comments and shares of the ad. - CPA: you pay only for the actions. A/B test CPA with "link clicks" against CPC or oCPM! 2) Recap about targeting: - Install the Facebook retargeting pixel as soon as possible to your website, and start collecting Website Custom Audiences! Learn more at: https://www.facebook.com/help/1474662202748341 - You can target your existing customers if you have an email list: https://www.facebook.com/help/170456843145568 - When you start scaling up the marketing, you can create Lookalike audiences based on your email lists, Mobile App Custom Audiences, Website Custom Audiences or your Facebook fans: https://www.facebook.com/help/465262276878947 - If URL based conversions aren't enough, you can measure in-page conversions, eg. how many people clicked a button on your web page: https://developers.facebook.com/docs/ads-for-websites/conversion-pixel-code-migration#in-page-events