Facebook 101 ad:tech SF 2012

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Transcript of Facebook 101 ad:tech SF 2012

  1. 1. GETTING STARTED ON FACEBOOK Kenshoo: Proprietary & Confidential Information
  2. 2. AgendaQuick IntroSocial Campaigns OverviewWhat Can I Promote on Facebook?Facebook Ads UIBreaking Down Facebook Ad ElementsSetting Up A Facebook Account Kenshoo: Proprietary & Confidential Information | 2
  3. 3. Kenshoo Global Marketing PlatformGlobal Company, Founded in 2006 in Tel AvivBacked by Sequoia Capital and Arts AllianceFive years of 100% YTY revenue growthToday: 12+ global offices, 280+ employees Kenshoo: Proprietary & Confidential Information | 3
  4. 4. Kenshoo Global Marketing PlatformFounded: 2006 in Tel Aviv, IsraelBacked by Sequoia Capital and Arts Alliance300% average annual revenue growth$15 billion annual customer sales revenue directedToday: 10+ global offices, 200+ employeesthrough Kenshoo Product 1st 75% of Kenshoo Focused on Product 33 billion+ social ads delivered monthly on Facebook Campaigns running in over 100 countries 320 clicks and conversions tracked every second Enabled a Top Non-Gaming App Campaign in 2011Kenshoo: Proprietary & Confidential Information | 4
  5. 5. Kenshoo Who We Work With Kenshoo: Proprietary & Confidential Information | 5
  6. 6. Social: Paid, Owned, and Earned MediaOwned Website AppsPaid Facebook Page SEM Twitter Account Display Facebook Ads Promoted TweetsEarned Social Content Reputation Management Social Conversations Viral Growth & Tracking Proprietary & Confidential | 6
  7. 7. Define GoalsReach Target AudienceIncrease Brand ExposureDrive Incremental Sales or Sign-Ups/LeadsGain Insight into Consumer BehaviorGrow Fan Base Proprietary & Confidential
  8. 8. Set-up ConsiderationsBefore launching Facebook Ads, there are a coupleconsiderations: Setting up an Advertiser account Invoicing Admin Access to Facebook Objects Kenshoo: Proprietary & Confidential Information | 8
  9. 9. WHAT CAN I PROMOTE ON FACEBOOK?Kenshoo: Proprietary & Confidential Information | 9
  10. 10. What Can I Promote on Facebook?In addition to ads that promote your websiteFacebook has several different types of Facebookobjects you can promote via Ads Facebook Pages Facebook Applications Facebook Places Facebook EventsKenshoo: Proprietary & Confidential Information | 10
  11. 11. Facebook PagesKenshoo: Proprietary & Confidential Information | 11
  12. 12. Facebook ApplicationsKenshoo: Proprietary & Confidential Information | 12
  13. 13. Facebook Places & EventsKenshoo: Proprietary & Confidential Information | 13
  14. 14. FACEBOOK ADS USER INTERFACEKenshoo: Proprietary & Confidential Information | 14
  15. 15. Facebook UI - Homescreen Kenshoo: Proprietary & Confidential Information | 15
  16. 16. Facebook UI All AccountsKenshoo: Proprietary & Confidential Information | 16
  17. 17. Facebook UI PagesKenshoo: Proprietary & Confidential Information | 17
  18. 18. Facebook UI ReportsKenshoo: Proprietary & Confidential Information | 18
  19. 19. Facebook UI SettingsKenshoo: Proprietary & Confidential Information | 19
  20. 20. FACEBOOK ADS ELEMENTSKenshoo: Proprietary & Confidential Information | 20
  21. 21. Facebook Ads - Campaigns Kenshoo: Proprietary & Confidential Information | 21
  22. 22. Facebook Ads - Creative Kenshoo: Proprietary & Confidential Information | 22
  23. 23. Facebook Ads - TargetingKenshoo: Proprietary & Confidential Information | 23
  24. 24. WHAT ARE MY AD TYPES?Kenshoo: Proprietary & Confidential Information | 24
  25. 25. Facebook Ads: Premium vs. MarketplacePremium (Direct w/ Facebook)Self-Service Tool Higher CPM Costs Marketplace ads (CPC or CPM) Premium Inventory on Homepage More control over and Profile Pagesoptimization and bids Additional ad formats (mobile, API Access (3rd Party Tools) newsfeed, video, etc.) Proprietary & Confidential | 25
  26. 26. Marketplace/Self-Service: Different Ad TypesPrimary Topic for Today!At the moment, Facebook Marketplace has fourdifferent Ad types: Web Ads Social Ads Sponsored Stories Page Post AdsKenshoo: Proprietary & Confidential Information | 26
  27. 27. Web AdsWeb Ads direct to aURL of the advertiserschoosing.Kenshoo: Proprietary & Confidential Information | 27
  28. 28. Social Ads: Build > Engage > Amplify (On-Facebook) Page orFan Base Appwith Creation Like AdsSponsoredPublish toStoriesFansTargeting Fansof Friends Kenshoo: Proprietary & Confidential Information | 28
  29. 29. Social AdsSocial Ads direct to a Facebook Object,encouraging consumers to Like a Page, Check-in at a Place, Use an App, or RSVP to an event.Kenshoo: Proprietary & Confidential Information | 29
  30. 30. Sponsored StoriesSponsored Stories amplify fan engagement withFacebook Objects to friends of connections.Kenshoo: Proprietary & Confidential Information | 30
  31. 31. Page Post AdsPage Post Ads feature a Page Post and itsassociated content (Image/Video/Poll),encouraging Likes of the Page.Kenshoo: Proprietary & Confidential Information | 31
  32. 32. Social Ads to Offsite Ads: Target > Expand > ConvertKenshoo: Proprietary & Confidential Information | 32
  33. 33. ADDITIONAL 101 BEST PRACTICES Kenshoo: Proprietary & Confidential Information | 33
  34. 34. How to improve CTRs to Lower CPCsImage is Key Test different image attributes Background colors Use Buttons Shocking Images Image frames Animals Celebrities People vs. Objects Think outside the box! Proprietary & Confidential | 34
  35. 35. How to improve CTRs to Lower CPCsRefresh your Creative Proprietary & Confidential
  36. 36. How to improve CTRs to Lower CPCsMessaging Be Direct / Use Call to Action Refresh Your Copy Use Promotional Codes Dont use Standard Search Copy Personalize your Ad Keep Short and Concise Proprietary & Confidential
  37. 37. Additional Best Practices & Optimization TipsAudience Size is Important Make sure the audience size is not too small, this can cause the decay factor to happenfairly fastTrack Gender Separately These two audiences can perform very different so you will want to take action on themseparately.Test General Audiences Add a general audience to test against niche audienceUse Connections Targeting Given you have a Facebook Page -break out ads targeted to existing fans and Friends ofConnectionsBreak-Up Age Ranges Target 18-35 year olds - break the age group up into two different groups, 18-24 and 25-35Proprietary & Confidential
  38. 38. Keep Testing!Dont Worry about Testing Everything at First Dont overcomplicate your first testYoull always be testing on Facebook Try new Facebook Likes & Interests Test new images Test promotional messaging Be Creative!Proprietary & Confidential |
  39. 39. REVIEW OF OPTIMIZATION LEVERSKenshoo: Proprietary & Confidential Information | 39
  40. 40. Understand Optimization Levers Shift budget from under-performing campaigns to over-Campaign Budgetperforming campaigns Rotate new images and/or messaging if performance starts to Creativedecline Test new target audiences based on your initial testing results.Target AudienceChange or divide up the age breakouts, expanded current likes and interests, different education levels etc. Advertisers dont have ad rank insight from Facebook so monitor Bidsimpressions and clicks closely and increase bids for individual ads that are not getting impressions Ad Status Pause underperforming creative and segment combinationsKenshoo: Proprietary & Confidential Information |
  41. 41. ADVANCED ISSUES & TACTICS Kenshoo: Proprietary & Confidential Information | 41
  42. 42. Kenshoo Social: Solving Challenges Campaign Management1. Efficiency: Save Trafficking is Hard.- Ad Creation & Time Reporting and Analysis2.- Limited Compared to What Were Used To. Optimization3. - Social is New. Dynamics are Different. Social AdsMulti-Edit, Ad ManagerCopy & Paste Permutation
  43. 43. Campaign Buildouts: The Default WayCreative Target x = x = x = ... Kenshoo: Proprietary & Confidential Information | 43
  44. 44. Quick Build Permutations: The Kenshoo Way Target Creative x =Group A x =Group B Kenshoo: Proprietary & Confidential Information | 44
  45. 45. Kenshoo Social: Solving Challenges Efficiency: Save Time Reporting and Analysis2. Edge: LimitedAhead ofto What Were Used To. - Stay Compared the Curve Optimization3. - Social is New. Dynamics are Different. UI and DashboardPath to ConversionReportsReporting Rich Excel Reports
  46. 46. Fully customizable online reporting shows data tailored to customer needs Fully customizable dashboard Drag & drop widgets Exportable data Analytical reportingKenshoo: Proprietary & Confidential Information |
  47. 47. Use advanced attribution models to Optimizefor App experience funnelInterest Connect InterestTrack UsageInvite nowAd - 1Install/Allow Ad - 2 In App Action Invite (Last Click) Attribution Models Most Advertising Tracking Systems report and act on only the last click Linear Ratio prior to purchase U Shaped Distribute EvenlySingle Click Only (First or Last) 47
  48. 48. Analyze the Role of Social in the Path to ConversionKenshoo: Proprietary & Confidential Information | 48
  49. 49. Kenshoo Social: Solving Challenges Efficiency: Save Time Edge: Stay Ahead of the CurveOptimization3.Effectiveness: Make More Different. - Social is New. Dynamics are Money Facebook SpecificAdvancedScheduled ActionsAlgorithmsSearch (Dayparting)
  50. 50. Advanced Search and Scheduled Actions:Define, Find, Act, Schedule Kenshoo: Proprietary & Confidential Information | 50
  51. 51. Advanced Search and Scheduled Actions:Define, Find, Act, Schedule T