Date post: | 10-May-2015 |
Category: |
Social Media |
Upload: | likeable-media |
View: | 579 times |
Download: | 0 times |
#SocialAds
Your Guide to Social Advertising
for the
Holiday Season
Tim Bosch | Director of Media and Planning | Likeable Media | @timmybosch
#SocialAds
Tim Bosch@timmybosch
@LikeableMedia
Director of Media Planning
#SocialAds
What’s Inside?
• Approaching Facebook Advertising
• Facebook Ads & the Holiday Season
• Q&A, Feedback
#SocialAds
Approaching Facebook
Advertising
#SocialAds
#SocialAds
What Sets Facebook Apart?
• 180 Million Monthly Users in the USA
• 136 Million Monthly Users on Mobile in the USA
• Mobile users spend 1 out of 5 minutes on Facebook
• Average time spent per Facebook visit is 20 Minutes
• Paid efforts to effectively reach and target these users has improved
dramatically in the past year
#SocialAds
What Sets Facebook Apart?
• Paid efforts to reach these users is becoming better and better
by the month
• Targeted Reach – constantly adding improved targeting
• Deep Engagement – better visual formats in the News Feed
(particularly on mobile) and ability to enter the News Feed of non-
fans has benefited advertisers
#SocialAds
What Sets Facebook Apart?
Marketing Objectives
Targeting
Ad Placement
Creative
Campaign Set-Up
Buying
Measuring
Generate the right response
from the right people
by showing them
the right message
efficiently
with demonstrable results
#SocialAds
First Thing’s First: What’s the Marketing Objective?
• Increase sales in store/online or
acquire new customers in store/online
• Launch new product/brand
• Increase product/brand awareness
• Drive loyalty
• Drive app installs
#SocialAds
Overview of Targeting Capabilities
• Standard Audiences
• Custom Audiences
• Lookalike Audiences
#SocialAds
#SocialAds
Standard Audiences
#SocialAds
Partner Categories
Reach people on Facebook based on 3rd party data of their
offline activities
#SocialAds
Custom Audiences
Reach your specific customers at scale by targeting your lists
#SocialAds
#SocialAds
Lookalike Audience
• Find more people who look like your best
customers
• Further qualify the Lookalike audience by
layering additional targeting
(Demographics, location,
interests/lifestyle, 3rd party data)
#SocialAds
Custom Audience Targeting Ideas
• Target subsets of your custom audience. Examples:
• Prospects vs. Customers
• Key dates (renewals, birthdays, etc.)
• Create specific Lookalike Audience segments. Examples:
• People who bought your product in the last 3 months
• People who spent the most on your products last holiday season
• Opt-In subscribers who never open you emails
#SocialAds
Facebook Ad Placement Options
#SocialAds
#SocialAds
Placement: The Desktop News Feed & Mobile Newsfeed
Facebook’s native ad placement
#SocialAds
Right Hand Side
The cheapest real estate on
Facebook (lowest CPM)
#SocialAds
Facebook Ads & the
Holiday Season
#SocialAds
#SocialAds
Why Invest in Facebook Ads This Season?
20% of the time a
consumer spends
using apps on his
or her mobile
device is with a
Facebook app.
#SocialAds
Page Post Link Ads: Photo Views Turned Web Traffic
What once was lost…
…Now is found.
#SocialAds
Page Post Link Ad Opportunity
• People click on images more than
anything else on Facebook
• Now instead of seeing a full-size image
when they click, consumers are sent to
your site
• However, many brands are still using
the old “work around” to drive web
traffic – posting a photo with a link
within the text prompt
#SocialAds
Measure True ROI with Conversion Tracking
Create an offline pixel and start optimizing your ads for web conversions
#SocialAds
Dark Posts = Dynamic Creative
Here’s a small list of reasons to be using Unpublished Page Posts
this season:
• To show special offers to specific Facebook Custom Audiences – can
be a powerful technique for driving sales during holidays
• To test different creative on a smaller scale before using the best
performing messaging as a fully promoted regular Page Post
• Drive engagement & conversions at scale without clogging your current
fan bases’ News Feeds
• To have the ability to post to mobile or desktop only
#SocialAds
Questions? Feedback?
Tim Bosch@timmybosch