Facebook for Healthcare

• huynh kim tuoc

• October 31st, 2014

Việt Nam

Facebook Việt Nam

Average CPM by Media Type

Facebook marketing funnel

Targeting

Core

Audiences

Lookalike

Audiences

Custom

Audiences

Sophisticated targeting with

unsurpassed accuracy

Reach the people you

already know

Find more people like your

best customers

3 ways to target your audience on Facebook

Matched targets

How Custom Audiences work

Email addresses

Phone numbers, iOS IDFAs

Facebook User IDs, App User IDs

People you know Direct or through third-party

People from your website

People from your mobile app

Faceboo

k People you know on

Facebook

Find people who are similar to the

people you know with Lookalike Audiences

Lookalike Targeting

He’s on the market

for a car insurance

She recently

purchased

And these people

are just like him

And these people

are just like her

Fans of

your Page

Data you

own

MAKE VERTICAL SPECIFIC

Your Custom

Audience

Ad placement

Put your products at the center of

the experience

MAKE VERTICAL SPECIFIC

14X People check

News Feed

per day

Source: IDC, “Always Connected,” March 2013

In-stream and

native 1

Designed for

action 2

Optimized for

conversion 3

Placement: News Feed versus Right Column

Desktop News Feed Mobile News Feed Right column (RHC)

Best Practices

Creative: Include a Call to Action and quality Image

• Give the viewer a reason to

click your ad: Use Call to

Action buttons

• The image will be the most

noticeable part of your ad,

so where possible let that

tell the story

• Use the text to expand on

your message and highlight

the call to action

App engagement: Optimization Point to the ad that would most inspire you to play this game

Installs Engagement

Creative: Other best practices (http://fbrep.com/research/Facebook_study-Democratizing_ad_ratings.pdf)

Text

Dos:

• Mention the product name in the title (increase conversions by 63%)

• Mention prices in the body of the ad (increases conversions by 2x)

• Call for Action on the body (increase conversions by 35%)

• For apparel: discounts and freebies (free shipping/ gift wrapping) increase conversion by 2x

Don’ts:

• Call for Action in the title of the ad

• (Except for apparel) Focus on discounts- decreases conversions by 15%

Image:

Dos:

• Use the product at the center (increases conversion by 54%)

Don’ts:

• Text overlay on any image

• Tilted shots of products (decreases conversions by 40%)

Creative: Refresh your campaigns

• Refresh your campaigns every 2-

3weeks

• Most good ads will have

consistent ad performance for ~

week

• Changes/ updates the text, image

or targeting count as refreshes

• To measure performance of new

creative:

• Create new ads so that you can

report most accurately

Thank you