Transcript Euroads kampagne layouts

Facebook Advertising
Publisher event March 2014
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My Facebook timeline
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Started working with Facebook advertising in 2008
Have tried every single ad format
Done viral apps
Helped companies boost their fan page
Got API access as one of the first companies in Europe
Developed ad management tool
Spent several million dollars on Facebook advertising
Have had a lot of success and failures
Got shutdown by Facebook
Had my personal account banned
Got back in the game again
Was shutdown again
Sneaked my way back under cover
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So why bother?
Because there is still
a lot of money
to be made on Facebook
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True or false?
Cost per Click is
going up
Facebook
advertising is too
expensive
There is no virale
effect
CTR is going down
True, if you keep doing the same thing you have always done 4
Which survey themes works on Facebook?
• Travel surveys always work
• Niche surveys
Find a large group of people that share the same interests on
Facebook and make your own survey for them
• Niche examples :
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Win a bicycle
Win a sewing machine
Win a golf vacation
Win a motorcycle
Win a PlayStation 4
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Who should you target?
Don’t just focus on women +30
99%
Male
Prefill
9%
Avg.
age
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RPL
higher
than
avg.
Conv.
rate
23%
CPC
0.45$
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Give your images the attention they deserve
The image is the single most important element of your advert
campaign. Specifically, a basic analysis shows that the vast
majority of the variance accounting for how well an advert
performs (regardless of how it is measured) can be attributed to
the image
Win a dream vacation
Where do you wanna go?
Take Advantage of the 20% Text Rule
Take advantage of Facebook’s 20% text rule when it comes to
creating graphics for your promoted posts by including text to
grab your audience’s attention
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Top 5 creative ways to achieve higher CTR
The presence of people, choice of background colours and even product
angling all contribute to the effectiveness of your Facebook ads,
according to the latest research.
Source: Adobe11
Top 5 creative ways to achieve higher CTR
Source: Adobe12
Top 5 creative ways to achieve higher CTR
Source: Adobe13
Grow your Audience and Your Reach
Upload a mailing list or phone
directory from your site or
newsletter into Facebook, and
you can choose to either target
these users on Facebook, or
you can exclude them but use
them as the baseline for
Facebook to find similar or
‘lookalike’ users.
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Make Use of Platforms Which Can Increase your ROI
Using a platform which allows you to easily create your own
ads enables you to test several different ad formats and do
MVT. Some platforms offer you full bid optimization.
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Use Facebook’s conversion pixel
Facebook’s conversion
pixel is not just about
being able to track
conversions better from
Facebook, it’s also about
optimizing for them.
One of the bid types that
Facebook offers via it’s
Power Editor is ‘oCPM
for conversions which
algorithmically optimizes
your budget to drive
more conversions.
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Implementing the conversion pixel – Step 1
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Implementing the conversion pixel – Step 2
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Implementing the conversion pixel – Step 3
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Facebook has introduced a new campaign structure
With this change, Facebook will introduce a third level to the campaign
structure to make it easier for you to organize, optimize and measure the
performance of your advertising with Facebook.
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