Post on 10-May-2015
Facebook AdsTargeting and Scaling for Brands
Sarah SmithDmitry ShevelenkoOnline Sales Account ManagementDecember 3rd, 2009
1 Foundation
2 Targeting the Social Graph
3 Scaling Success
4 Q&A
Agenda
Facebook Mission:Give people the power to share and make the world more open and connected.
Connections
best friend
mom
co-workerfavorite band
tv show
tv show
brother
roommate
girlfriend
teammate
restaurant
clothing designer
coffee shop
favorite cereal
celebritydad
Product vision based on authenticity
SharingIdentity
Source: Compete.com, US 30 day active, Oct 09 Source: Nielsen, Aug 09
Facebook5hr 46min
#1 in Time SpentRapid Growth
350M Worldwide100M US50% return daily
GoogleYahoo
34.95%
#1 Daily Reach
Source: CI Brand Study; US active users, Aug 09
Yahoo
Facebook46% NPS
#1 in User Loyalty
Yahoo
Find quality and quantity of audience reach
Targeting the Social Graph
Facebook Pages offers a new ad modelDevelop deep relationships with your audience
1. Build a Page
2. Advertise to get Fans
3. Publish to your network
Rich targeting capabilities expanding
StructuredUnstructured (keywords)
Location ActivitiesAge/Birthday InterestsGender MusicEducation TVWorkplace MoviesRelationship BooksSexual Preference GroupsLanguage Applications/Connections
Social Discovery with Friends of Connections Targeting
Tap viral channels with features of Connect
Comments box
Showtime L Word
Fan box
Coca-Cola
Share button
adidas Originals
registration
CBS
How to scale
Optimize with new Facebook Ad Manager
week 1 week 2 week 3 week 4 week 5 week 6Ad #2 Ad #1 Ad #3
Engagement
Refresh creative with simple changes
Case StudyShopLocal drives foot traffic via Bulk Upload Tool
Goal: Drive Kohls shoppers to their regional store locations
Solution: Use Facebook Ads Bulk Upload Tool to experiment with offers, images, body text length, and precise demos
Results:• 120 million+ micro-targeted
impressions at $0.25 CPM• 2.4 million offer views, ~31 per
person• Reached 95% NYC female users
aged 30-65
Exploit Facebook reports
Q&A