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A Crash Course in Facebook Advertising

1. Learning the Rules

2. Playing the game

3. Best Practices

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Before We Begin… Learn The Rules

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Across widely different verticals, social advertising drives consumers through varying conversion funnels

The Conversion Funnel

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Target Audience

Impressions

Clicks

Conversions

Reach

CTR

CR

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Plan of Attack Campaign objectives determined by portion of purchase funnel interested in.

1. Acquire

App Installs

Subscriptions

Lead Acquisition

2. Activate

App Engagement

Online Transactions

In-App Transactions

3. Re-engage

Retargeting

Repeat Transactions

Reactivation

Cust

om

er

LTV

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Playing the game: Creative, Targeting, Bidding

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First steps: Create your presence within Facebook

1. Build FB Page 2. Identify Audience 3. Create compelling content

4. Advertise 5. Analyze and adjust

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What makes up an ad?

Native Desktop

Right Hand Side

Mobile App Install

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Creative Best Practices

Creative TextLess than 20%

App UsageStay Relevant

Trigger EmotionRelatable Content

Drive ActionCall to Action

Mobile DevicesUse in Creative

Cause excitement by showing people what they will experience

Too much text in images are seen as inauthentic or impersonal

Include a clear call to action within the first 90 characters

Emotions are triggered by images of real people. things, and situations

Including a picture of the app increases conversion rates

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1. Custom audience/ Look Alike2. Behaviors3. Unified Interests4. Geo5. Gender6. Work

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• CRM Data: essential for finding most relevant audiences – importance of tracking.

• Best Practices: – Generate different affinity percentages (1%, 5%, 10%) and nest

these excluding the custom audiences below it.

– Create audiences based around high value customers (opened app 5 days in row, completed tutorial, purchased.

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Better measurement is KEY for determining success of campaign

Example: By increasing your CTR from .9% to 1.1% while keeping your CPMs stable at $5.00 you will decrease your CPC from $.55 to

$.45

…Identifying the Lifetime Value of your user will allow you to set stable goals

Cost Per Click

Click Through Rate Conversion Rate Cost per Acquisition

Logic Behind Bidding

(1000 x Click Through Rate)

Cost Per Mille

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Creative: Have 1 message that your creative says, test different messages and find the most appealing

Targeting: If CRM data available, use lookalikes based off custom audiences, don’t get lost in the options

Bidding: Be aware of performance’s impact on bidding, react to your CTR’s and CR’s as well as your actual price per action.

Objective: Choose a trackable metric, and know your LTV of the user

Final Tips- 1 Hour to Build

Learning Methodology: Invest rather than spend. Everything you test whether it works or not should give you more information about your brand

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Best Practices / Demonstrated Success

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Five Essential Tips For LTV Optimization

Geo Location ALWAYS Matters1

All Days Are Not Created Equal 4

Know When Users Monetize2

Leverage High Affinity Lookalike Audiences

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Target Premium Devices5

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1. GEO Location ALWAYS Matters

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Top 20 GEOs make up a vast majority of revenue

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2. Know When Users Monetize

Day 1: 5% ROAS

Day 3: 10% ROAS

Day 7: 20% ROAS

Day X: Profitable

• Understand near term metrics • Analyze your day 1, day 3 and day 7 ROAS• Shorter time frames help more real time

optimizations

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3. Leverage High Affinity Lookalike Audiences

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Lookalike Audiences• Top 4% reach audiences yield the highest quality

users

Audience insights• Increase volume by ~25% with audience insights

based on CRM data • Breakdown custom audiences and fan pages into

targeting groups with high affinity

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4. All Days Are Not Created Equal

Know which days bring the most volume and high quality leads• Weekends have ~50% higher volume & ~10% increase in ROAS• Weekends act like holidays • Sundays are typically best

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5. Target Premium Devices

Test targeting premium Android devices only• Ex. Samsung Galaxy S5, Nexus 5, HTC One

iOS vs. Android • iOS typically leads to higher quality, however premium Android

devices level the playing field

Test Operating Systems (OS) by GEO• Premium Android often wins internationally

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