karagos facebook wtf ads n sales 130312113659 phpapp02

7/29/2019 Karagos Facebook Wtf Ads n Sales 130312113659 Phpapp02

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WTFStefanos Karagos XPLAIN.co Digital Marketing Forum 2013

#

best practices & roi

WELCOMETOFACEBOOKAD


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Hello!


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xplain.co

about


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UNITED KINGDOMGERMANY

SWITZERLAND

TURKEY

ROMANIA

GREECE

CYPRUS

BAHRAIN

FMCGAUTOMOTIVE

DISTRIBUTION

RETAIL

FASHION

INSURANCE

ECOMMERCE

TECHNOLOGY

ENTERTAINMENTTELECOMMUNICATIONS

WORD OF ASSOCIATI

(CHICAGO)

EMARKETIN

(LONDON)

a 365content marketing age

Clients

in8countries

>100Beloved

brands

Proud

membe


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great clients portfolio

FROM THE BRILLIANT START-

UPS AND CHALLENGING

BRANDS THROUGH TO THE

BIGGEST, BEST AND

MOST ESTABLISHED

COMPANIES IN THE WORLD, WE

WORK WITH AMAZING CLIENTS.


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NO MORE SPAM :-)OK!


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once upon a time

there were 3 medialayers

understand the facebook ecosystem


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Paid Owned Earned

Paying to leverage the

power of a channel todeliver a message thatdrives to another typeof media.

Dynamic content in a

controlled environment.Setup as a repeatable,value-addedexperience.

The customer a

Built through enconversation ansharing.

Ads Fbpage Pureu


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today fb needs mone

so fb ads arethe main bull-horn

Stockmarketsrule

thesocialwebtoo


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?


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The

basics


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fb ads are

socialYou can reach out to people in their

social environment during their socialactivities. The fact that a user sees that hisfriends like a page, a post etc. is a veryintensive Social Recommendation.


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fb ads are

razor sharptargetedYou can target your campaign's

audience by location, gender, age,education and other demographiccriteria.


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fb ads arepersonalized& microtargeted

What is even more important, you

can target Facebook users by theirspecific interests, activities andhobbies, family status, shoppinghabits, Facebook connections andeven by their date of birth, to createhighly personalized messages to

them.


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mainobjecforanfb

campaign

build/increasebrand awareness

brandingdisseminatespecific information*

fan recruitment

lead generation

sales

1

23

45

6

(*for example,

a new product launch


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understandthefbadsecosystem

most common ad types that w


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marketplace

sponsoredstories*

Also called standard ads, theyappear in the right-side column

of Facebook properties. Theycan include a socialrecommendation, even if theylead off Facebook.

They advertise Facebook users'activities (for example, a page

or post like, a post comment, aplace ckeck-in) to these users'friends.

You can further prosuccessful content to

their friends by creapost that was originyour page.

most common ad types, that w

Page poAds*

*Desktop News Feed, Mobile News Fe


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Always remember!

Your Facebook adcampaigns are an integralpart of your Content andmust be aligned to youroverall Content Strategy!


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Themetricsandtools

thatmatter

You


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CPC

cpm

CTR

impressions

actionsreach

frequency

Cost per Click

Cost per Thousand Impressions

Click Through Rate: Percentage of Cto the number of Impressions

Total number of views

Every action related to your page, t

performs after having clicked on an

Number of Unique Users

who have seen an Ad

Number of times a user has seen an

Youhave

toknow

*Page like, post like/comment/share, video view, answe


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facebook ad manage

facebook power edit

third party api tool

The

Tools

The Default Simple Solution

The Advanced Tool For Bulk Editing

Sophisticated Tools Which Cover Special Need

And Are Mostly Expensive


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latest developmentsin facebook advertising

s


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FACEBOOKEXCHANGE

(FBX)

CONVERSIONMEASURMENT&OPTIMIZATION

MULTISITE

TARGETING

DIRECTSALES&ACTIONS

Through Facebook Exchange, advertisers and agencies havcookie-based targeting through Demand-Side Platforms (Daudience on Facebook with more timely and relevant messa

It works by counting relevant user actions, such as registraticheckouts, that are driven by people seeing an ad on Faceb

l

atestd

evelop

ments


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WHERE IS THE ROI


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In May 2012 General Motors Coannounced that they will stop

advertising on Facebook becaFacebook ads had little impbuyers' behavior.

AdAge points out that General Mdecision was taken after they wdenied by Facebook the combranding of Facebook page

?

!


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In June 2012 Zappos announceROI in the last two years with a s

of about $10 million.

In September 2012 Facebook'spartners report that the compaExchange ad-buying program hain up to a 20x increase of RO


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In November 2012, Facebook GMarketing Chief, Carolyn Ever

announced that Samsung recea 1,300 percent Return OnInvestment from a campaign fSamsung Galaxy S III.

Do you Believe it?

?

Running:


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g

>100 Brands>48.300 FB Campaigns

>9,7 Billion Impressions

impressions create value


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impressions create value

of sales from online acampaigns are a resuImpressions witho

Correct Targeting is mimportant than CTR.93%

reach drives revenue


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reach drives revenue

Reach has always bimportant - in traditas in Online advertisi

Campaigns optimizehad a 74-76% higher

76%

the 3 flavors of reach


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The number of users (Fans

& Non-Fans) who visited

your Page, or saw your

Page or one of its posts in

the News Feed or ticker.

What Does it Tell us?How effective is your

Content and Content

Strategy in reaching out to

more users?

Are users visiting your

page?

The number of people

saw your Page or one

posts from a story

published by a friend.

What Does it Tell us?How effective is your

Content Strategy and y

Paid Ads in motivating

users to engage and sh

your content with thei

friends.

The number of users (Fans

& Non-Fans) who saw a

Sponsored Story or Ad

pointing to your Page.

What Does it Tell us?How much are paid efforts

contributing to your

results?

Organic paid viral

the 3 flavors of reach


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10,3Millions

1,9Million

150 K

Friends of Fans

Force

Reach Last Month

Fans(17-55)

ofnetworks

if message is right frequency


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if message is right, frequency

increase of ROI usingOptimized Frequenof Facebook Ads.A too low Frequencybad as a too high FreTest, monitor and meads to find the ideal v

each individual camp

42%


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Youhavetoknow

followthefacebook


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facebook.com/ad_guidelines.php

38% of FB Ads wereRejected because they were Violatingthe Guidelines!

followthefacebookadvertisingguidelines

fbadshavetobepart


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A Facebook ads campaign is

not an isolated island.It must be aligned with youroverall Content Strategy,Objectives and Aesthetics.

fbadshavetobepartofyourbrandsstrategy

keepit


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Use clear images and close-up photos (also valid forpage posts that will be usedas Page Post Ads).Create texts with a clear

Call To Action.

keepitclear&close


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Targeting a very broad audiencewithout taking into account the users'

interests, demographics etc. isSPAMMING and will adversely affectyour campaign's CTR.

DonotspamFacebookusers.


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Create multiple variations ofyour ads and monitor theirperformance. Identify the bestperforming units and pause therest of the ads.

As a rule of thumb, startwith about 100 units to beable to test body texts,images but also targetgroups.

a/btestallthetime


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stopbombarding

youraudienceFacebook users are nothelpless TV viewers.They can react toannoyances by hiding or

even reporting your adwhen they had enough.

optimize,optimize,


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optimize,optimize,optimize.

always

Do not "fire and forget"!

Closely monitor yourcampaigns, optimize andrefresh with new texts andimages.


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Createyourown

cocktail.Use a mix of standardads and news feed ads togain a satisfactory Reach,drive Engagement with

your page and Recruitnew fans for your page.

Optimizedcpm


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Optimizedcpmcouldhelpyourbrand

Give oCPM (optimized CPM) a try.

When it was first introduced, itconfused many advertisers, butthings are much better now!

human-optimize


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Keep your Ads ContentHuman Optimized butdont forget to do thesame to your landingpage content.

Dont forget:Content is the Kingonly if you Treat it Likea King!

human-optimizeyourcontent


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Dontbeafraidtobreaksomeeggs


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butkeepthebrandclear!

Theimagecannotbedisplayed.Your computer may nothaveenoughmemory to opentheimage,or theimagemay havebeen corrupted.Restartyour computer,and thenopenthefile again.If thered x still appears,youmay haveto deletethe imageand theninsertitagain.

thank u


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thank ufor ur engagement!

contact us if you care about results

[email protected]

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