Best Practices for direct response campaigns

Agenda

Ad FormatsAd Formats1

TargetingTargeting3Image & CopyImage & Copy4

Campaign StructureCampaign Structure2

Bid StrategyBid Strategy5ReportingReporting6Power EditorPower Editor7

Marketplace Ad & Sponsored Stories

Can drive to a page, application, event or offsite

Ads from Page Posts also available in Marketplace

Ads & Sponsored Stories from Page Posts

Status Post Photo Post Video Post

Link Post Questions Post Event Post

Account StructureHow best to create campaigns?

Optimum number: 3 Ads per campaign.

Benefits: using the algorithm to optimize

1 Campaign: Multiple Ads

Each campaign is one demo bucket with 1 ad running to that bucket.

Benefits: Assign budget per ad.

1 Campaign: 1 Ad

Facebook automatically optimizes your ad delivery based on your ads’

performance. Once the system identifies the top performing ads within a

campaign, it will deliver the majority of impressions to those ads.

TargetingReach the right audience

Demo and Geo

targeting

Workplace and Educationtargeting

Likes and Intereststargeting

Leverage Targeting Options:

Targeting OverviewSegment & Hypertarget

Target by: Favorite TV shows, movies, books, music, hobbies,

religion, political views

Target by: Country, State, Province or City

Target by: Workplace, education, Preferred language

Target by: Gender, age, birthday, relationship status,

language

Segment Campaigns by Age

Campaign 1

Males 18-25

Males 26-30

Males 31-40

Campaign 1 – Males 18-25Campaign 2 – Males 26-30Campaign 3 – Males 31-40

Bad Example:Reach the right audience

Men and women / 13 to 65 / who live in United Kingdom

Steak House restaurant in the London area.

Good Example:Reach the right audience

1- Males

2- Who live in London

3- Age between 18-50

4- Who like: NBA, Basket-Ball, Boston Celtics, Orlando Magic, NFL, Base-Ball, James Lebron, ESPN etc…

Steak House restaurant in the London area.

Precise Interest (Lady Gaga)

Topic Targeting (#Lady Gaga)

Broad Category (Interests Pop Culture)

Types of Keyword Targeting

On average, clients have seen a number of benefits:

11% lower CPCs when using Topic Targeting vs. only using Precise Interests

29% lower CPCs when using Topic Targeting vs. no Keyword Targeting

3% higher CTRs when using Topic Targeting vs. only using Precise Interests

53% higher CTRs when using Topic Targeting vs. no Keyword Targeting

Why use Keyword Targeting?

Make sure your audience size isn’t too small relative to your budget.

Improve your ad textKeep it simple

▪ Having a question in the title or body copy can be effective.

▪ Be sensible. If questions marks do not make sense or are out of context, do not include.

Ask Questions:

?

▪ Encourage users to act immediately. Words like “now” or “today” and phrases like “limited time” can help emphasize the importance of taking action.

Use Time Prompts / Call to action:

▪ Everyone likes free/cheap things, so highlight this in your ad text.

▪ If possible try using words like:

▪ Free

▪ Discount

▪ Promotional

▪ Trial

▪ Complimentary

Discounts & Free Offers:

Don’t write too much:

• Avoid being wordy. Use simple conversational language.

Body text is short and clear.

All the info is available on the landing page. No need to add it in the Body Text.

Ads from Page Posts Best Practices• Post Succinct Content

• Be Relevant & Timely

• Ask Questions

• Enhance your message with a photo or video

• Boost posts for at least a day to reach as many as possible

Improve your ad imageCatch the user’s eye

Ad Creative

•Image Best Practices• Prominent logos for strong brands (logos not recommended for smaller

brands).

• Designed for 110x80 (not just resized).

• Images with close-up of a person, animal or product (we recommend products with people).

• Use striking, colorful pictures that jump off the page and demand a users attention.

• Keep the image proportionate to the space

• Simple, uncluttered images are best

• Use high-resolution images

• Stick with a close-up

Maximize the space:

Use multiple creatives Refresh your active ads

Creative & Copy

Use Multiple CreativesA.

B.

C.

• Rotate multiple ads to prevent ads from fatiguing.

• Use special promotions to drive user engagement.

• Create a sense of urgency around the promotion to drive user action.

Refresh your creative (every 10-12 days):

Bidding Tactics

3 main factors:

1. Competition with other advertisers and inventory available.

2. Ad performance (High CTR)

3. User feedback

Bidding Tactics

How Are Suggested Bids Calculated?

Marketplace

Relevancy

Quality

The suggested bid range you see when creating your ads is based on the bids that are currently winning the ad auction for the users you've chosen

to target.

Bid ranges change as the pool of competing ads change. It will also change based on your ad's performance

We highly recommend that you choose a bid at the high end or above, because when your bid is below the suggested range, it's unlikely that your

ad will be shown on the site.

Suggested Bid Range

If your ad stops receiving impressions at any point, check the suggested range again. If it is very high, pause and create a new ad.

Segmenting your target by age bucket:

Females 18-65 Years old

in SF

F 18-24

F 25-30

F 31-40

F 41-45

F 46-50

F 51-55

F 56-60

F 61-65

Females 18-65 Years old

in SF

Lower CPC

Campaign Not segmented by age buckets = Higher

CPC

Bids, Budget & Pacing

• Do increase your budget to drive more spend and total ROI

• If you’re already hitting your budget, increasing your bid probably won’t do anything

• Do set accurate end times for your campaigns

• The system doesn’t know when you’re planning to hit pause

• You might get slower delivery if the system thinks it has to spread your spend out over a long time

• If you want to spend a lot quickly, create a short campaign with a big budget

• Don’t fiddle with the campaign or bids excessively

• The pacing system is the most volatile/least accurate when a campaign is ‘rebooted’ frequently

ReportingMeasure your return on investment

Advertising Performance report: Track your impressions, clicks, spend and conversion.

Impression Clicks CTR Spend Average CPM Average CPC

Select: Ad performance

Responder Demographics report:

Select: Responder

Demographics

% of Clicker CTR

Power Editor

Power Editor: a new powerful bulk tool

• Bulk Management tool available to all clients.

• Replaces and enhances the capabilities of the Bulk Uploader

• Well suited for businesses who manage multiple campaigns with a large number of creatives

Navigate within Power Editor

Analyze your performance

• Customize the metrics you want to see about your ads by clicking on ‘Settings’

• Click on the ‘Stats’ drop-down button to select a date range and get stats for this date range

4 ways to edit your ads and campaigns1) In line by double clicking

2) In the Bottom pane

4 ways to edit your ads and campaigns3) Copy / paste from Excel

4) Export / import from Excel

3 ways to create new campaigns1) “Create campaign” button

2) Duplicate a campaign

•Using the Duplicate button

•Using copy/paste

•Copy/pasting between different accounts

3 ways to create new campaigns3) Copy / paste from Excel

4 ways to create new ads1) “Create Ad” button

2) Duplicate an ad

•Using the Duplicate button

•Using copy/paste

•Copy/pasting between different accounts and campaigns

4 ways to create new ads3) Copy / paste from Excel

4) Export / import from Excel

Upload or revert changes

• Always think about uploading changes

• Revert button will revert this ad or campaign back to how it was when last downloaded / uploaded

Takeaways:- Use all the targeting functions available to you (Geographic,

demographic, keywords, categories etc…)

- Your ad should direct users to the most relevant landing page

- Keep your text short and clear

- Make sure that your image use all the space available

- Position your CPC in the suggested bid range

- Test different creatives and compare your CTR and CPC

- Use all the reports available to you (Advertising Performance Report, Demographic Respondent Report etc…)

Thank you!