Date post: | 20-Aug-2015 |
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Mini-webinar: Everything you need to know about Facebook Marketing May 22nd 2013
DAX HAMMAN CRO / CSO, Founding Team [email protected]
IRENE SHIH Director of Media [email protected]
CONFIDENTIAL // APR 2013 //
FACEBOOK MARKETING
Marketplace and FBX
Ampush - Marketplace
Bought in a 2nd price CPM auction Uses user profile, brand’s data and 3rd party data for targeting Ad types: Facebook Ads (voice of brand) and Sponsored Stories (voice of friend) Facebook Marketplace – News Feed, right rail, Mobile News Feed ads
Chango - FBX
Bought in a 2nd price CPM auction Uses the brand’s data for prospecting and retargeting Typically owned by the display buyer FBX – right rail, and now News Feed ads
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Introduction – Creating a Facebook Ad Strategy
• Knowledge of ALL available ad products and how to best use them
• Get a simplified bird’s eye view of all ads and the metrics they enable advertisers to drive towards
• Learn how to approach advertising on Facebook for 3 main business types (eCommerce, applications/games, brands)
What should you takeaway from this webinar in the next ten minutes?
Confidential 4
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Facebook Advertising Fundamentals
• News Feed is the most visible placement on desktop and only placement on mobile
Know the basics to understand your options and devise your approach
Confidential 5
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Facebook Advertising Fundamentals
• Page post ads are versatile and may appear within News Feed on either desktop or mobile platforms
Know the basics to understand your options and devise your approach
Confidential 6
Desktop Mobile
Photo Page Post Ad Link Page Post Ad
Video Page Post Ad
Photo Page Post Ad
Link Page Post Ad
Link Page Post Ad w/Photo
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Facebook Advertising Fundamentals
• Sponsored Stories are ads that use the voice of a friend – “Michael Scott Liked Dunder Mifflin’s FB Page”
• Enabling social context in your ads requires a Facebook page with the exception of Domain SS and Open Graph SS.
Know the basics to understand your options and devise your approach
Confidential 7
Voice of friend Sponsored stories
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Facebook Advertising Fundamentals
• Social reach is limited by the number of Facebook likes to a page
Know the basics to understand your options and devise your approach
Confidential 8
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A Portfolio Approach
Confidential 9
A portfolio approach enables businesses to fully leverage the FB platform towards their goals
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Ecommerce Websites
• Strategy: Focus on high relevance interest targeting and messaging to increase conversions. Incorporate your site data with special ad types.
Goal: New customers leading to sales on your site
Confidential 10
FB Assets FB Ad Type Goals Facebook Page (enables social context)
• Page post ads (larger format, versatile) • Unpublished page posts (pair with custom audiences) • Offers (run promotions to claim on or offline) • Page posts
• Be relevant and get conversions quickly • Seek customers through catered promotions • Generate social buzz through users’ activity
Facebook Enabled Website (FB plugin, cookie data, open graph)
• Domain sponsored stories • FB buttons on products or articles like, share • FBX retargeting • Open Graph sponsored stories
• Auto create social ads • Publicize product specific activity on your site • Recapture users who left
None Right-hand side domain ads (no social context)
Creatively capture attention and interest towards your site
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Applications
• Strategy: Directly drive installs with specific app ad types
Goal: New Customer Installs
Confidential 11
FB Assets FB Ad Type Goals Facebook App • Right-hand side install ads
• Sponsored Results • Drive targeted traffic to install app • Appear in search results
Facebook App Users Sponsored stories install ads Drive new installs with social context
Mobile App Mobile app install Drive installs directly to iPhone, iPad, Android
Open Graph App Open graph sponsored stories
Amplify influence of friends when a user takes an action to drive more app engagement
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Brands
• Strategy: Build likes, amplify the influence of friends and create brand ambassadors.
Goal(s): Drive positive brand recognition, conversation and activity.
Confidential 12
FB Assets FB Ad Type Goals
Facebook Page (enables social context)
• Sponsored Stories • Page post ads (larger format, versatile) • Unpublished page posts for special promotions • Offers (run promotions to claim online or offline)
• Build your network of fans who are your advocates • Leverage fans and virality to promote events, positive messages, contests, etc. • Get a LOT of people excited and talking about your brand! • Get people into your stores!
Facebook Enabled Website (FB plugin, cookie data, open graph)
• Domain sponsored stories • Open Graph sponsored stories • FB buttons on products or articles like, share • FBX retargeting
• Integrate further into your web properties (if available) • Advertise friends’ user interest in your brand
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Key Takeaways
• Facebook marketing ad landscape will continue to change rapidly
• Make sure you consider all of these products or rely on a Facebook PMD partner that will do that for you
• Know your options and test them to find what works best for your business
Confidential 13
CONFIDENTIAL // APR 2013 //
Marketers use Chango because we consistently & professionally solve their digital needs
CONFIDENTIAL // APR 2013 //
SCALE MATTERS
1bn registered users, up to 25% of real-time display impressions
CONFIDENTIAL // APR 2013 //
BRING YOUR OWN TARGETING
‘Big data’ and ‘programmatic marketing’ aren’t just buzz terms
CONFIDENTIAL // APR 2013 //
CHANGO AND THE FACEBOOK EXCHANGE
Find brand new customers, Retargeting existing visitors
PROSPECT using Search data &
3rd party data
CONVERT existing visitors with 1st party site data
CONFIDENTIAL // APR 2013 //
WHY USE IT? - Find new customers - Exclusive access to Chango’s
300+ million search profiles - Easy onboarding & fully
managed campaigns - Boost brand awareness
PROSPECT FOR NEW CUSTOMERS
Search Retargeting reacts to hand-raisers based on their searches
HOW IT WORKS:
An Individual searches
Chango identifies those searches
Target only those relevant individuals based on the terms that matter to you
Search Term
Search Term
CONFIDENTIAL // APR 2013 //
PROSPECT FOR NEW CUSTOMERS
Look-alike Targeting predicts who else will react positively based on your top converter attributes
WHY USE IT? - Scale your prospecting efforts - Predictive approach finds
people who have not yet declared their intent through an explicit search
- Leverage 1st party data against 300+ million Chango search profiles
Analyze top converters
Identify common attributes
Target via Look-alike model
HOW IT WORKS:
CONFIDENTIAL // APR 2013 //
CONVERT SITE VISITORS
Programmatic Site Retargeting focuses on the true value of each site visitor
WHY USE IT? - Re-engage with visitors that
matter, even on FBX - Full transparency - Reduce wastage - Fully managed solution
Advanced Site Retargeting
Standard Retargeting All visitors treated the same
Dynamic ads based on pages viewed
Questions?
For more information visit
chango.com/resources
DAX HAMMAN CRO / CSO, Founding Team
IRENE SHIH Director of Media