One Broadway, 14th Floor Cambridge, MA | 617-682-3711 | www.guptamedia.com

Wednesday, April 17, 2013

Facebook Advertising – Ad Types & Best Practices

2

Standard Ads Goals

Drive sales off Facebook (iTunes, Amazon, D2C, etc.). Specs

100x72 Image, 25 Character Headline, 90 Characters of Text Placement

Right Hand Rail of Facebook Homepage & other pages Targeting

Users who are interested in the artist, similar artists & other relevant connections (TV syncs, featured artists on a song/album, associated brands, etc).

Pricing

CPC

3

Standard Ads – Best Practices For the 100x72 image, images of the artist perform better from a CTR perspective

than album art or logos. Test multiple variations of ad copy. Ads optimized by Gupta Media based on

performance.

4

Page Post Ads

Goals

Drive sales off Facebook Specs

A post from a Facebook Page, including Dark Posts (posts that do not appear in a page’s newsfeed but can be used in advertising).

Placement

Right Hand Rail and/or Facebook Newsfeed Targeting

Users who interested in the artist, similar artists & other relevant connections (TV syncs, featured artists on a song/album, associated brands, etc).

Pricing

CPC. Unlike Standard Ads, not all paid “clicks” go to retail. Clicks can also be defined as Likes of the post, views of a photo or video, etc.

5

Page Post Ads – Best Practices

Use Posts without “filler” like photos, video or long form text. We have found doing so avoids paying for clicks that are not on the link to retail.

Use of Dark Posting. These are posts created by Gupta that do not appear in the page’s newsfeed organically, but only as advertisements. This allows for better tracking via smartURL’s IQID Tagging, as we can track actual clicks on the retail link itself & optimize accordingly.

Run on Desktops only. Testing has shown that actual clicks on the retail link occur at a lower percentage on Tablets & Mobile.

6

Page Post Ads vs. Promoted Posts

Facebook Promoted Posts allow any user to take a post and its expand reach through advertising. While simple to use, it has limitations, particularly when it comes to pricing, targeting, budget and flight length.

Gupta Media prefers users Page Post Ads, which take the same ad unit (a post from a Facebook page) & runs it in a more cost-efficient, granularly targeted & optimizable manner.

7

Page Post Ads vs. Promoted PostsPromoted Posts Page Post Ads Our Thoughts

Pricing CPM only CPM and CPC options availableWe prefer to pay based on performance (CPC)

Targeting Existing fans and friends of fans only Full Facebook targeting available

Page Post Ads allow us to target anyone, and overlay relevant demographic and interest targets to reach the right audience

GeotargetingCan only target region specified in original post

Able to use any available targeting methods (Country, State, City, Zip)

Better geotargeting options available for Page Post Ads

Budgeting3 budget options, based on estimated reach. No ability to cap daily spend

Able to set daily budgets and cap total spend More budget flexibility for Page Post Ads

Campaign DurationRun for 3 days when Promoted Post goes live No restrictions

Able to adjust campaign flights, run longer campaigns with Page Post Ads

Devices Default to target desktop and mobileAble to target desktop and mobile, combined or separate

Separating campaigns targeting desktop and mobile allows us to diversify bids, budgets and flights dedicated to each device

Posting Options Must use exiting posts from newsfeedAble to hide posts from page after posting and run as ad-only (dark posting)

Dark posting, through Page Post Ads, provides cleaner data for campaign analysis and optimization

ReportingLimited data (Organic, Viral and Paid Reach) Full reporting, data available through API Better data available for Page Post Ads

8

Video Page Post Ads

Goals

Drive Video Views Specs

A Post from a Facebook Page with a video embedded Placement

Right Hand Rail and/or Facebook Newsfeed Targeting

Users who interested in the artist, similar artists & other relevant connections (TV syncs, featured artists on a song/album, associated brands, etc).

Pricing

CPC

9

Video Page Post Ads – Best Practices

Use an embedded YouTube Video within the post. This allows for users to watch the video without leaving Facebook and for video views to be tracked.

10

Engagement Ads

Goals

Drive new likes of an artist’s Facebook page. Specs

100x72 Image, 25 Character Headline, 90 Characters of Text Placement

Newsfeed, Right Hand Rail of Facebook Homepage & other pages Pricing

CPC Targeting

Users interested in similar artists who are NOT yet fans of the primary artist

Users interested in similar artists who are NOT yet fans of the primary artist AND have friends who like the primary artist

11

Engagement Ads – Best Practices

Use “Like” as a call-to-action in ad copy. Leverage free download offers, contest & touring connections to entice users. Connect the primary artist to the fans of the targeted artist. “Cher Lloyd Fan? You’ll

love Jayme Dee…”

12

Sponsored Like Stories

Goals

N/A Specs

Drive news likes of an artist’s Facebook page Placement

Newsfeed, Right Hand Rail of Facebook Homepage & other pages Targeting

Users interested in similar artists who are NOT yet fans of the primary artist AND have friends who like the primary artist.

Pricing

CPC. Optimized by Gupta based on Cost-Per-Like.

13

Sponsored Like Stories – Best Practices

Best used for artists w/ more established artists. Since there is no ad copy to introduce the artist, performance dips.