State of the facebook

transcript

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

State of Facebook Advertising

What we used to have…

This did not work too well:

Only 16% of your content is seen by your fans

What Facebook wants us to do?

Create Fan Base

Create Compelling

Content

Engage directly with

your Fans

Drive Conversions

This year – Many Changes

Welcome Ads on Newsfeed

Mobile First

Welcome Ads VS. Sponsored Stories

Optimized CPM

Audience Targeting

Facebook Offers

Search Results

FBX – Facebook Exchange

"FBX Facebook delivered substantially lower cost-per-sale (CPS) than standard real

time bidding. Not only that, it beat CPS for search ads on non-brand keywords

(i.e. “Pizza” not “Pizza Hut”) with a 62 percent lower CPS”…..

“Those results make it clear that even for Domino’s, this is a performance channel.

Simon Wallis, Sales and Marketing Director at Dominos Pizza UK”

Key Takeaways

Focus on Newsfeed

Create Great Content

You Content is your Ad

Friends and FoF are your Ambassadors

Make all your customers your fans

Measure Reach & Engagement

Use oCPM for better results

Self Improvement