Driving success on Facebook Exchange (FBX) Josh Butler, Head of FBX Partnerships | July 25, 2013

*Source: comscore 2011 study

US display impressions*

live markets

directpartners

Partnerships

Users

The Facebook marketing journey

2006

Sponsored Stories

(no social content)

2007

Facebook AdsFacebook Pages for BusinessBeacon

Become a Fan Button

2009

Like Button

2011

SponsoredStories

2012

Ads inNews Feed

2013

CustomAudiences

SOCIAL

MARKETIN

G

Awareness

FBX: One element of a marketing platform

Loyalty

Consideration

Conversion

Geo, Demo, InterestSocial (Fans & FOF)Custom AudiencesGeo, Demo, InterestSocial (Fans & FOF)Custom AudiencesFacebook ExchangeCustom Audiences

Facebook ExchangeCustom Audiences

Objectives BrandDirect response

Social

Direct response (offsite)

Targeting Facebook Data

Custom Audiences

Offsite Cookie Data

Optimization CPC, CPM, oCPM Real-time CPM

Buying Channels DirectPMDs

DSPs / RetargetersSome PMDs

Placements Right-hand sideNews feed desktopNews feed mobile

Right-hand sideNews feed desktop

Comparing Facebook ads interfaces

32%of all online

users reachable via FBX

Success Stories 15%

higher ROI than traditional ad

networks

3xclick-to-conversion

rate than other sources

Delivering on the promise

Marketers with strong direct response objectives

Marketers who have strong web traffic

Choose the right marketer

• 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

Optimize for performance

Bid

CreativeRotate your creative, use strong CTAs.

Start high and work downwards.

MeasurementLast click vs multi touch attribution.

Objective Choose measurable, meaningful objectives

FrequencySeparate and higher than other RTB campaigns

Targeting Leverage data that only exists outside Facebook.

• 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

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

FBX Update: News Feed

Scale performance with newsfeed

197%increase in ROI

compared to standard

domain ads*

22xengagement vs. standard

display

Source: *Nanigans, **Adroll

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

Qualified DSPs and Retargeters on Newsfeed

All Qualified DSPs and Retargeters

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

Monthly active users

Questions?