Tim Bosch, Director of Media Planning and Buying of Likeable Media, discusses the benefits of Facebook Page post ads, conversion tracking, and graph search for discovering new Facebook ad targeting. This webinar will outline the current state of social advertising, tips on effectively managing your Facebook advertising campaigns, and how ads will help your business to obtain better ROI this holiday season.

1. Your Guide to Social Advertising
for the
Holiday Season
Tim Bosch | Director of Media and Planning | Likeable Media | @timmybosch
#SocialAds

2. Tim Bosch
@timmybosch
@LikeableMedia
Director of Media Planning
#SocialAds

3. What’s Inside?
• Approaching Facebook Advertising
• Facebook Ads & the Holiday Season
• Q&A, Feedback
#SocialAds

4. Approaching Facebook
Advertising
#SocialAds

5. What Sets Facebook Apart?
•
180 Million Monthly Users in the USA
•
136 Million Monthly Users on Mobile in the USA
•
Mobile users spend 1 out of 5 minutes on Facebook
•
Average time spent per Facebook visit is 20 Minutes
•
Paid efforts to effectively reach and target these users has improved
dramatically in the past year
#SocialAds

6. What Sets Facebook Apart?
• Paid efforts to reach these users is becoming better and better
by the month
•
Targeted Reach – constantly adding improved targeting
•
Deep Engagement – better visual formats in the News Feed
(particularly on mobile) and ability to enter the News Feed of nonfans has benefited advertisers
#SocialAds

7. What Sets Facebook Apart?
Marketing Objectives
Generate the right response
Targeting
from the right people
Ad Placement
by showing them
Creative
the right message
Campaign Set-Up
efficiently
Buying
Measuring
with demonstrable results
#SocialAds

8. First Thing’s First: What’s the Marketing Objective?
•
Increase sales in store/online or
acquire new customers in store/online
•
Launch new product/brand
•
Increase product/brand awareness
•
Drive loyalty
•
Drive app installs
#SocialAds

9. Overview of Targeting Capabilities
•
Standard Audiences
•
Custom Audiences
•
Lookalike Audiences
#SocialAds

10. Standard Audiences
#SocialAds

11. Partner Categories
Reach people on Facebook based on 3rd party data of their
offline activities
#SocialAds

12. Custom Audiences
Reach your specific customers at scale by targeting your lists
#SocialAds

13. Lookalike Audience
•
Find more people who look like your best
customers
•
Further qualify the Lookalike audience by
layering additional targeting
(Demographics, location,
interests/lifestyle, 3rd party data)
#SocialAds

14. Custom Audience Targeting Ideas
• Target subsets of your custom audience. Examples:
•
Prospects vs. Customers
•
Key dates (renewals, birthdays, etc.)
• Create specific Lookalike Audience segments. Examples:
•
People who bought your product in the last 3 months
•
People who spent the most on your products last holiday season
•
Opt-In subscribers who never open you emails
#SocialAds

15. Facebook Ad Placement Options
#SocialAds

16. Placement: The Desktop News Feed & Mobile Newsfeed
Facebook’s native ad placement
#SocialAds

17. Right Hand Side
The cheapest real estate on
Facebook (lowest CPM)
#SocialAds

18. Facebook Ads & the
Holiday Season
#SocialAds

19. Why Invest in Facebook Ads This Season?
20% of the time a
consumer spends
using apps on his
or her mobile
device is with a
Facebook app.
#SocialAds

20. Page Post Link Ads: Photo Views Turned Web Traffic
What once was lost…
…Now is found.
#SocialAds

21. Page Post Link Ad Opportunity
•
People click on images more than
anything else on Facebook
•
Now instead of seeing a full-size image
when they click, consumers are sent to
your site
•
However, many brands are still using
the old “work around” to drive web
traffic – posting a photo with a link
within the text prompt
#SocialAds

22. Measure True ROI with Conversion Tracking
Create an offline pixel and start optimizing your ads for web conversions
#SocialAds

23. Dark Posts = Dynamic Creative
Here’s a small list of reasons to be using Unpublished Page Posts
this season:
• To show special offers to specific Facebook Custom Audiences – can
be a powerful technique for driving sales during holidays
• To test different creative on a smaller scale before using the best
performing messaging as a fully promoted regular Page Post
• Drive engagement & conversions at scale without clogging your current
fan bases’ News Feeds
• To have the ability to post to mobile or desktop only
#SocialAds

24. Questions? Feedback?
Tim Bosch
@timmybosch
#SocialAds