5. The Facebook marketing journey
2006
Sponsored
Stories
(no social
content)
2007
Facebook Ads
Facebook
Pages for
Business
Beacon
Become a Fan
Button
2009
Like
Button
2011
Sponsored
Stories
2012
Ads in
News Feed
2013
Custom
Audiences
6. Awareness
FBX: One element of a marketing platform
Loyalty
Consideration
Conversion
Geo, Demo, Interest
Social (Fans & FOF)
Custom Audiences
Geo, Demo, Interest
Social (Fans & FOF)
Custom Audiences
Facebook Exchange
Custom Audiences
Facebook Exchange
Custom Audiences
7. Objectives Brand
Direct response
Social
Direct response (offsite)
Targeting Facebook Data
Custom Audiences
Offsite Cookie Data
Optimization CPC, CPM, oCPM Real-time CPM
Buying Channels Direct
PMDs
DSPs / Retargeters
Some PMDs
Placements Right-hand side
News feed desktop
News feed mobile
Right-hand side
News feed desktop
Comparing Facebook ads interfaces
8. 32%
of all online
users reachable
via FBX
Success
Stories 15%
higher ROI than
traditional ad
networks
3x
click-to-conversion
rate than other
sources
10. Marketers with strong direct
response objectives
Marketers who have strong
web traffic
Choose the right marketer
11. • FBX is not for “social”
campaigns
• FBX is not for building
fans/engagement
• FBX is for driving offsite
objectives using offsite data
Choose the right objectives
Direct
Response
Fan Building
Social
12. Optimize for performance
Bid
Creative
Rotate your creative, use
strong CTAs.
Start high and work
downwards.
Measurement
Last click vs multi touch
attribution.
Objective
Choose measurable,
meaningful objectives
Frequency
Separate and higher than
other RTB campaigns
Targeting
Leverage data that only
exists outside Facebook.
13. • After launching on FBX, Dominos
achieved its lowest ever cost-per-
sale for an RTB ad campaign
• Achieved 62% lower cost-per-
sale than search ads for mid-
funnel customers (unbranded
searches)
Case Study: Domino’s
14. Case Study: Global insurance provider
• Goal: Lead generation and
customer acquisition
• 1/2 the CPA remarketing on FBX vs.
non-FBX media
• 1/6 the CPA prospecting on FBX vs.
non-FBX media
16. Scale performance with newsfeed
197%
increase in ROI
compared to
standard
domain ads*
22x
engagement
vs. standard
display
Source: *Nanigans, **Adroll
17. Optimize it like new inventory
Extend the same display budgets
Use for direct response goals only
Continue to leverage RHS
Expect to bid significantly higher
Truths and myths
Don’t expect same CPMs &
CTRs
Don’t focus on organic and
viral side effects
20. Going beyond the test drive
• Let performance drive budget
• Think display not social
• Combine with other Facebook solutions
• Choose the right PMD and FBX partners
Here’s an example of a success story where a financial services client worked with FBX to drive results. As you can see, it was focused on performance metrics – lead generation and customer acquisition by re-targeting consumers who had visited the company website without taking action.Advertiser also saw 2x improvement in remarketing CPA on FBX versus non-FBX media
