facebook advertising: the basics
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FACEBOOK ADVERTISING: THE BASICS April 2012
FACEBOOK ADVERTISING: THE BASICS June 2012
FACEBOOK ADVERTISING: THE BASICS April 2012
Why would we want to advertise on FB?Hint: It’s not because “everyone else” is.
Strengths• High penetration of all demographics within the U.S audience
• Premium targeting capabilities (profile data)
• Pay per performance pricing models
• Easily optimized
• Turnkey creative
• Allows for easy testing
• Multiple creative options
Facebook has created an ad model that allows businesses, no matter what size their budget, to target a desired audience on a site that is utilized by over 800 million people worldwide. With a very low barrier to entry, the Facebook platform allows advertisers to chose from a number of creative and targeting options to reach their desired audience with ease.
FACEBOOK ADVERTISING: THE BASICS April 2012
WeaknessesNobody’s perfect.
Weaknesses• Non-standard creative• Non-standard analytics
• Ads cannot be third-party served• On-page analytics not as robust as on-site analytics
• Frequently changing opportunities• Requires ongoing management
FACEBOOK ADVERTISING: THE BASICS April 2012
What kinds of ads does Facebook offer?
What do they look like?
FACEBOOK ADVERTISING: THE BASICS April 2012
Marketplace & Premium Ads
Advertisers have two different investment levels when considering the Facebook platform: Marketplace and Premium. Here’s a quick rundown of the two.
Element Premium Marketplace
How to secure Through sales rep + Insertion Order OR ‘Power Editor’
Self-service platform OR ‘Power Editor’
Management Facebook (secured through FB)
OR Advertiser (self-service)
Advertiser
Spend minimum $50,000 per campaign No minimum
Placement page User news feed & profile pages (Highest share of voice on page)
Photo pages, within photos, general pages (Up to 7 ads per page)
Mobile User news feed only User news feed only
Pricing models CPM CPM or CPC
Price determined by: Facebook sales (rate card) OR auction-based bid marketplace
Auction-based bid marketplace
Creative opportunities
PollVideoSponsored StoriesText + ImageEventSampling
Sponsored StoriesText + ImageEventApplication
FACEBOOK ADVERTISING: THE BASICS April 2012
MARKETPLACE AD OPPORTUNITIES
Marketplace AdsDisplayed outside of the news feed (unless mobile). Low commitment. CPC or CPM pricing.
Standard image and copy ad. The clickable headline drives users to an external URL.
Ad that allows users to “like” your brand within the unit. It also shows which friends of the user have also “liked” your brand. A click on the headline leads users to either an external URL or the brand page.
Ad that allows users to RSVP to a specific event set up by your brand. Much like the “like” ad, it shows which friends of the user have also RSVPd. A click on the headline brings users to the Event Page where they can obtain more info.
If a brand offers an application to its users, this ad will display the names of their friends who have already used the application within Facebook. A click drives users to the application page.
Mobile Ad: the only market-place ad that appears within the news feed.
FACEBOOK ADVERTISING: THE BASICS April 2012
Premium AdsDisplayed in news feed and profile pages. $50K spend commitment. High engagement units.
Premium Poll Ad
Premium Sampling Ad
Premium Event Ad
Premium Video Ad Premium Like Ad
Mobile Ad
FACEBOOK ADVERTISING: THE BASICS April 2012
Page Post AdsCan be purchased as Marketplace or Premium
Page Post ads allow you to take content that’s been added to your Facebook page (text, video, photo, question, link or event) and turn it into an ad with the name of the Facebook page as the title. In this unit, users are able to see how many likes the page has, and a user can even comment on the post or “like” the page directly within the ad.
Posted to the “Ides of March” Facebook page
Content is then turned into a Page Post ad
FACEBOOK ADVERTISING: THE BASICS April 2012
Sponsored Story AdsCan be purchased as Marketplace or Premium.
Sponsored Story ads highlight your existing fans’ actions on your page and turn them into ads. For example, if someone “likes” your page or posts a comment, this action is turned into an ad that is then more prominently shown to that person’s friends.
A user (Jessica) checks into Starbucks and posts it to her profile
That post is turned into a Sponsored Story ad, which is displayed to Jessica’s friends
A sponsored story always includes the profile picture of the person who made the action, which also becomes the ad title. The ad also shows the names of the people in a user’s friend network who have completed whatever action the sponsored story is based on.
**A list of the types of sponsored stories available can be found in the appendix
FACEBOOK ADVERTISING: THE BASICS April 2012
OffersAt a price that everyone loves: free.
Offers are a completely free way to offer your fans discounts on your products and/or services. Creating an offer can be done directly from your brand’s page and can be posted to your timeline as soon as it is created. Once posted, users can comment on, share and, most importantly, claim the offer.
Create the offer
Although the offers themselves are free to post, one must remember that only fans of your page will be able to see them (unless the offer is shared by a fan to a non-fan). And even then, fans of your page may still not even see the offer. So, to increase the the number of eyeballs seeing the offer, a brand can utilize a Sponsored Story ad to promote the offer and reach more potential customers.
Post the offer to Timeline Offer is automatically posted to current fans’ news feed
User has ability to claim, comment or share offer
FACEBOOK ADVERTISING: THE BASICS April 2012
Where would my ads go?
FACEBOOK ADVERTISING: THE BASICS April 2012
Profile pages:2-3 ads
(Premium)
Photo page: 7 ads
(Marketplace)
In-image: 2 ads(Marketplace)
User home screen: 7 ads
(Premium)
Mobile (within user news feed): 1
ad(Premium & Marketplace)
FACEBOOK ADVERTISING: THE BASICS April 2012
How can we target a specific audience using Facebook?
FACEBOOK ADVERTISING: THE BASICS April 2012
User-entered profile data!We benefit from people sharing way too much about themselves.
• Location• Country• State• City (with option
for mile radius)• Zip Code
• Demographics• Age (13+)• Sex
• Likes & Interests• Profile data and /
or liked pages
•Connections• Only available
when linked to an advertiser account
•Advanced Demographics
• Interested In• Relationship
Status• Languages
•Education & Work
In the near future, marketers will also be able to start targeting based on users’ recent posts.
FACEBOOK ADVERTISING: THE BASICS April 2012
Targeting RemindersDon’t cut your pie too thin.
Even though Facebook offers advertisers a wealth of targeting options, one must remember that the more specific of targeting you have, the smaller the audience becomes. A smaller, more niche audience can cause issues with:
•Reach• A smaller audience = smaller impact
•Delivery• Fewer people targeted, fewer people see
the ad
•Cost Per Click• As your audience decreases, your CPC
increases• Hard-to-reach audiences cost more to
find
Even though Facebook offers advertisers a wealth of targeting options, one must remember that the more specific your targeting, the smaller your audience becomes. A smaller, more targeted niche audience can cause issues with:
FACEBOOK ADVERTISING: THE BASICS April 2012
What kind of performance data can we get from Facebook?
FACEBOOK ADVERTISING: THE BASICS April 2012
Facebook InsightsA look into how your campaign is performing.
Audience• Reach• Frequency• Impressions
Click Metrics• Clicks• Click Through Rate• Cost Per Click• Cost Per Thousand
Social• Social Impressions• Social %• Social Clicks• Social CTR• Social Reach• Connections
*A glossary of these terms can be found in the appendix
Reports can be pulled by day, week, month and campaign to date
FACEBOOK ADVERTISING: THE BASICS April 2012
Key TakeawaysThe meat and potatoes.
• Scalable opportunities with an extremely low barrier to entry
• Ability to leverage and promote brand page posts
• Big brother can target • Metrics matter
FACEBOOK ADVERTISING: THE BASICS April 2012
PERISCOPE®
THANK YOU! THANK YOU!
FACEBOOK ADVERTISING: THE BASICS April 2012
APPENDIX
FACEBOOK ADVERTISING: THE BASICS April 2012
APPENDIXDefinitions of commonly used Facebook terminology.
Clicks• Clicks are counted each time a user clicks through your ad to your landing page. If you're
advertising a Facebook Page or Event, a click is also counted when a user "likes" your Page or Place or RSVPs to your Event within the ad.
Click Through Rate• Click-through rate (CTR) is the number of clicks your ad receives divided by the number of
times your ad is shown on the site (impressions) in the same time period.Connections
• If you're advertising a Facebook Page, event or app, Connections measures the response your message is driving among people who have seen your ads or Sponsored Stories.
Frequency• Frequency tells you how many times each person saw your ads or Sponsored Stories, on
average.Impressions
• Ad impressions are counted each time an ad or Sponsored Story is shown to a user, regardless of whether the user clicks or takes any other action on the ad.
Reach• The number of individual people who saw Sponsored Stories or ads in the campaign during
the dates selected. This is different than impressions, which includes people seeing the ad multiple times.
Social Reach• Social Reach tells you how many people saw your ad or Sponsored Story with the names of
their friends who had already liked your Page, RSVPd to your event, or used your app.
FACEBOOK ADVERTISING: THE BASICS April 2012
APPENDIXDifferent types of Sponsored Stories available.
Page Like•Ad shows when a friend likes the page. Includes a thumbnail of the page’s profile picture along with a like button (there’s always a like button in sponsored stories).Page Post Like•Ad shows when a friend likes a specific post in the feed. Includes the liked post.Page Post Comment•Ad shows when a friend makes a comment on a post from the fan page. Includes the comment and a link to the commented post.App Used/Game Played•Ad shows when a friend uses an app (for instance, plays a game). Includes a thumbnail of the app and an option to play.App Shared•Ad shows when a friend shares a story from a page’s app tab. Includes a thumbnail of the app and a description of the action.Checked In•Ad shows when a friend checks in at a physical location. Includes a thumbnail of the profile picture and the comment the user made when checking in.Domain•Ad shows when someone likes an item outside of Facebook. Includes a thumbnail of the liked item and a link to the offsite destination. Question Vote•Ad shows when a friend has answered a question in a poll of some kind. Includes the results of the poll. Event RSVP•Ad shows when a friend has RSVP’d to an event. Includes a thumbnail of the event and a link to it.