"Facebook Ads for Dummies" par Pierre-François Chiron

For DummiesFacebook Ads

2015-04-30

Pierre-François Chiron

Pierre-Lou Dominjon

…

More than

300 CLIENTS

Local Offices in

6 EMEA COUNTRIES

Running ads in

80 COUNTRIES

FACEBOOK ADS FOR DUMMIES

WhatFacebook Ads are?


Where ads are displayed?

Right hand side


Where ads are displayed?

But not only! Newsfeed, and mobile, and out of Facebook with the « Audience

Network »


How to start?

• First you need a Facebook Page

• Then you can create content « linked » to this

page

• This content will apear on Newsfeed and right

hand side column of targeted peoples


How to start?

3 different tools

FACEBOOK

POWER EDITOR

• More complex

campaigns

• Multiple targets,

countries, creatives…

FACEBOOK

AD MANAGER

• Very easy

• Good to start

• Deals with 5/10 ads

MARKETING

PARTNER TOOL

• Graphical reporting

• Optimization tools

(manual and automatic)

• Vertical specific features


First, a unique objective for each business


Use the right

Creatives


Dedicated format for each objectives

Structure of an Ad – It’s a specific type of Facebook Page Post

PAGE NAME

PAGE ICON

CONTENT

SOCIAL CONTEXT

DESKTOP NEWS FEED MOBILE NEWS FEED



Link Ads

• Traffic generation

• Conversion (sales, leads,…)

• Redirect to landing pages

• Image size: 1,200 x 628 pixels

• Image ratio: 1.9:1

• Text: 90 characters

• Headline: 25 characters

• Link description: 30 characters

• Your image may not include more than

20% text.




• Conversion (sales, leads,…)

• Redirect to landing pages

• Image size: 600 x 600 pixels

• Image ratio: 1:1



• Link description: 30 characters


20% text.

Multiproduct Ads




• Post engagement

• Branding

• News Feed image size: 1,200 x 900 pixels

• News Feed image ratio: 4:3

• Right column image size: 254 x 133 pixels

• Right column image ratio: 1.9:1



20% text.

Photo ads




• Post engagement

• Branding

• Video views



• Thumbnail Image: 1,200 x 675 pixels

(shows on your ad when the video is

not playing). Your thumbnail image

may not include more than 20% text.

• Length: 40 minutes max

• File Size: 1 GB max

Video ads




• Generate Likes of your

Facebook Page






20% text.

Page Like ads




• Generate installs for your mobile app

• Generate traffic to your mobile app

• Can contain video creative





20% text.

MOBILE NEWS FEEDApp Install Ads



• For Social Gaming

• Installs or engagement





20% text

Desktop app adsDESKTOP NEWS FEEDRIGHT COLUMN



• Generate venues

to your event


Event Response Ads




Offer Ads

• Promote deals

in your store






20% text



• Automatically generated

Through your product

catalog

• Allow you to do remarketing

on desktop and mobile

• You need to create dynamic

ads templates


Dynamic Ads


Creatives tips

Tips about descriptionUSE SHORT TEXT

USE CALL TO ACTION IN PICTURES


20% text rule

Based on a grid system – You should not have more than 5 out of 25 cells with

text


Creatives tips

Adujst the content to the target


Creatives tips

PictureREFRESH CREATIVE EVERY 2 WEEKS

USE SCREENSHOTS IN A MOBILE DEVICE FOR MOBILE APPS

TRY TO HAVE A SINGLE FOCAL POINT IN YOUR PICTURE


Creatives tips

Tell a story with Multi-Product Ads


Creatives tips

Play with ad formats


Creatives tips

A/B TEST…

A LOT!


Use targetingChoose the rightaudience


Targetings

Overview

• It’s one of the most powerful differentiator

• With search, you target depending on a demand from the customer

• On Facebook, you push content depending on a population


Targetings

Location targeting

• It’s very easy to launch

worldwide campaigns

• But you can also target

very precisely with zipcode,

regions, cities


Targetings

Demographics

• Target on age

• Target on gender

• Target on relationship status

• Life events


Targetings

Interest

• Pages they like

• Education

• Jobs

• Activities


Targetings

Partner categories

• Partner categories

• Based on the activity off of

Facebook

• Data are matched with FB profiles

• Examples:

• Have/haven’t a car

• Coffee buyers

• High revenues

• No child at home


Targetings

Custom audience

WEBSITE TRAFIC

(via a tag on your website)

CUSTOMER LIST

(email, phone numbers,

FB ids or mobile ids)

APP ACTIVITY

(via Facebook SDK)

IT’S A LIST OF USERS THAT YOU WANT TO TARGET.

3 WAYS TO CREATE A CUSTOM AUDIENCE


Targetings

Lookalike audience

Facebook generate an audience of the people

that are similar to your base audience.

Useful to reach NEW people that are similar

to your customers

Can be based on:

• A custom audience previously created

• A fan page

• A previous campaign

• A conversion pixel


Biddingand other setupparameters


Bidding

Different ways to bid

• CPM

• CPC

• oCPM

• CPA (on install)

• Be careful CPC on Facebook is not like CPC on Google

• Includes social clicks, likes, ect.

• You need to use Link Click for compare to « real » CPC.


Pacing time

3 different pacing types

• Standard pacing

• Accelerated delivery

• Dayparting


Analyze

performance


Track conversions

FACEBOOK ALLOWS YOU TO TRACK CONVERSION

• Track sales, registrations, etc.

• Both available on desktop and

mobile

FACEBOOK CAN TRACK CROSS-DEVICE

• Based on user, not on device


Analyze

Analyze any criteria of your ads

• Targeting• Age

• Gender

• Interest

• Audience

• etc.

• Creative• Title

• Picture

• Call to action

• Bidding

• Day of the week

• Etc.FACEBOOK ADS FOR DUMMIES

Take decisions

Improve your campaigns

EDIT

YOUR BUDGET

REPARTITION

PLAY / PAUSE

ADS

CHANGE

YOUR BID


Case Study


• Mobile application

• Buy and sell great things in your community

• Created in 2013

• Based in Barcelona

• User experience and Mobile first

• iOS and Android

• Spain: n°1 ranking Lifestyle

How to have the same success in UK + US

+ MX ?


Boost international development

HOW TO AIM TOP RANKING

IN DIFFERENT COUNTRIES IN A FEW WEEKS?

HUNDRED

THOUSAND

DOWNLOADSIN 45 DAYS

-15% COSTSAFTER MMR

OPTIMIZATION

TOP3IN

US/UK/MX


MANUAL

OPTIMIZATION

AUTOMATIC

OPTIMIZATION

+

How we did it?


Without

80 000 SegmentsFACEBOOK ADS FOR DUMMIES

Conversion funnel

Step by step optimization

Support & Market

feedbacks

Call to action

Segmentation

Visual

Text

Multi product

…

Live data analysis

Easy decision

Manual Optimization


Automatic Optimization

Mobile

app booster

Automatic

rules

CPI 5$ CPI 1$ CPI 3$

Stop / Increase budget / reduce budget


• 3 best campaigns to reach objectives:

Accelerated delivery

Lookalike audience of the users of the app

Broad campaigns with CPA (high budget)

• Geotargeting per main cities: local message and locale creative

• 3 age ranges max: easy monitoring for high volume ad sets

• Visuals : live attractive products selected (iPhone, famous fashion brands, cars)

Learnings


Contact us

[email protected]

[email protected]

"Facebook Ads for Dummies" par Pierre-François Chiron

Marketing

Transcript of "Facebook Ads for Dummies" par Pierre-François Chiron