marketing festival 2014 - advanced performance marketing on facebook
DESCRIPTION
Our Marketing Festival presentation that proved hopefully, that Facebook can be your performance channel, as good as Google is. Including some behind-the-scene info, hints for future development and more.TRANSCRIPT
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Karel Tlusťák
REAL RESULTSin Facebook advertising
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Can Facebook beat Google?
Facebook Google
30 % 19 %
Lead
GenerationConversion
rate
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Agenda
• NATIVE FACEBOOK FEATURES (WCA2, bidding, Facebook SDK & app events, applinks, cross-devices remarketing)
• Platforms beyond Power Editor
• News in Facebook (audience network, local awareness, Atlas)
• Bonus (how to get free credit & ads API platform)
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How to beat Google? WCA
57 %OF PEOPLE ARE
MULTISCREENING
cookie≠
user
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Website Custom Audiences v2
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Website Custom Audiences v2
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Website Custom Audiences v2
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Use the bid type right
LookalikesWCA
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Power of mobile APPs in FB
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APP Events & FB SDK• Mobile App Ads for Installs
• Mobile App Ads for Engagement and Conversion
• Applinks
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Cross devices remarketing
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Platforms beyond Power Editor
• why Facebook has Ads PMDs?
• when to use PMD platform?
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INSIGHTS
Predictive remarketing
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Multi Product Ads
• 4 links
• 3 photos
• Sliding in mobiles
• Only via API
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Facebook Google
0,92 % 0,73 %
E-commerce
Conversion
rate
Can Facebook beat Google?
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News in Facebook - audience network
• Facebook‘s „AdSense“ program
• only on mobiles
How to advertise
How to publish there
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News in Facebook – local awareness
• The best way to reach people near
your business
• coming soon
• Type address -> set radius -> create
ad with CTA „get direction“
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News in Facebook - ATLAS
• Bought from Microsoft in 2007
• Completely remade (originally required IE 6 with active X
• Launched in September
• For invited partners only
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•Allows to place ads based on Facebook targeting outside of Facebook
People-based marketing
Cross-device
Online to offline measurement
People-based measurement
News in Facebook - ATLAS
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News in Facebook - ATLAS
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• Why Facebook bought Atlas?
- to expand the reach
- to gain more data
- to gain bigger ad
revenue share
• current
Facebook 8 % | Google 32 %
News in Facebook - ATLAS
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Do you want free credit from Facebook?
How can Facebook support
Startups?
• get $20,000 or $60,000 in free tools
and services
developers.facebook.com/products/fb-start/