Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011 (http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi). As delivered in 2013 Digital Marketing Forum.

1. WTF
#
WE LCOME TO FACEBOO K ADS
best practices & roi
Stefanos Karagos – XPLAIN.co – Digital Marketing Forum 2013

2. Hello!

3. a bout
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4. a 365 content marketing agency
Clients >100 Beloved Proud
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WORK WITH AMAZING CLIENTS.

6. OK!
NO MORE SPAM :-)

7. once upon a time
there were 3 media
layers
understand the facebook ecosystem
wtf

8. Paid Owned Earned
Ads Fb page Pure ugc
Paying to leverage the Dynamic content in a The customer as a channel.
power of a channel to controlled environment. Built through engagement,
deliver a message that Setup as a repeatable, conversation and content
drives to another type value-added sharing.
of media.
experience.

9. today fb needs money,
so fb ads are
the main bull-horn
Stock markets rule
the social web too

10. ?

11. The
basics

12. fb ads are
social
You can reach out to people in their
social environment during their social
activities.
The fact that a user sees that his
friends like a page, a post etc. is a very
intensive Social Recommendation.

13. fb ads are
razor sharp
targeted
You can target your campaign's
audience by location, gender, age,
education and other demographic
criteria.

14. fb ads are
personalized
& microtargeted
What is even more important, you
can target Facebook users by their
specific interests, activities and
hobbies, family status, shopping
habits, Facebook connections and
even by their date of birth, to create
highly personalized messages to
them.

15. 1 build/increase main objectives
brand awareness
for an fb ads
2 branding campaign
3 disseminate
specific information*
4 fan recruitment
5 lead generation
(*for example,
6 sales a new product launch)

16. understand
the fb ads ecosystem

17. most common ad types, that work
market sponsored Page post
place stories* Ads*
Also called standard ads, they They advertise Facebook users' You can further promote your most
appear in the right-side column activities (for example, a page successful content to your fans and
of Facebook properties. They or post like, a post comment, a their friends by creating an ad from a
can include a social place ckeck-in) to these users' post that was originally published on
recommendation, even if they friends.
your page.
lead off Facebook.
*Desktop News Feed, Mobile News Feed, Right Side Column

18. Always remember!
Your Facebook ad
campaigns are an integral
part of your Content and
must be aligned to your
overall Content Strategy!

19. The
metrics
and tools
that matter

20. You
CPC Cost per Click
have
cpm
Cost per Thousand Impressions
to know Click Through Rate: Percentage of Clicks
CTR to the number of Impressions
impressions Total number of views
Every action related to your page, that the user
actions performs after having clicked on an ad*
reach Number of Unique Users
who have seen an Ad
frequency Number of times a user has seen an ad
*Page like, post like/comment/share, video view, answer to a question etc.

21. use
The facebookSolution manager
The Default Simple
ad
Tools
facebook power editor
The Advanced Tool For Bulk Editing
third party api tools
Sophisticated Tools Which Cover Special Needs
And Are Mostly Expensive

22. latest developments
in facebook advertising

23. latest developments
FACEBOOK MULT I SITE
EXCHANGE GETING
(FBX)
TAR
Through Facebook Exchange, advertisers and agencies have been able to use
cookie-based targeting through Demand-Side Platforms (DSPs) to reach their
audience on Facebook with more timely and relevant messages.
CONVERSION DIRECT SALES
MEASURMENT
&OPTIMIZATION
& ACTIONS
It works by counting relevant user actions, such as registrations and shopping cart
checkouts, that are driven by people seeing an ad on Facebook.

24. WHERE IS THE ROI?

25. ?
In May 2012 General Motors Co
announced that they wiіll stop
advertiіsiіng on Facebook because
Facebook ads had liіttle iіmpact on
buyers' behaviіor.
!
AdAge points out that General Motors'
decision was taken after they were
deniіed by Facebook the complete
brandiіng of Facebook pages.

26. €
€
In June 2012 Zappos announces a 3.5×
ROIІ in the last two years with a spending
of about $10 million.
€
In September 2012 Facebook's
partners report that the company's
Exchange ad-buying program has resulted
in up to a 20x iіncrease of ROIІ.

27. €
€
In November 2012, Facebook Global
Marketiіng Chiіef, Carolyn Everson,
announced that Samsung receiіved
a 1,300 percent Return On
IІnvestment from a campaign for
Samsung Galaxy S IІIІIІ.
? Do you Beliіeve iіt?

28. Running:
>100 Brands
>48.300 FB Campaigns
>9,7 Billion Impressions
our outcomes

29. impressions create value
of sales from online ad
93%
campaigns are a result of
Impressions without Clicks.
Correct Targeting is more
important than CTR.

30. reach drives revenue
Reach has always been
76%
important - in traditional as well
as in Online advertising.
Campaigns optimized for Reach
had a 74-76% higher ROI.

31. the 3 flavors of reach
Organic paid viral
The number of users (Fans The number of users (Fans The number of people who
& Non-Fans) who visited & Non-Fans) who saw a saw your Page or one of its
your Page, or saw your Sponsored Story or Ad posts from a story
Page or one of its posts in pointing to your Page. published by a friend.
the News Feed or ticker.
What Does it Tell us? What Does it Tell us? What Does it Tell us?
How effective is your How much are paid efforts How effective is your
Content and Content contributing to your Content Strategy and your
Strategy in reaching out to results? Paid Ads in motivating
more users? users to engage and share
Are users visiting your your content with their
page? friends.

32. The power
of networks
150 K 1,9
Million 10,3
Millions
Fans Reach Friends of Fans
Force
Last Month
(17-55)

33. if message is right, frequency is key
increase of ROI using
Optimized Frequency
42%
of Facebook Ads.
A too low Frequency can be as
bad as a too high Frequency.
Test, monitor and measure your
ads to find the ideal value for
each individual campaign.

34. Best practices
You have to know

35. follow the facebook
advertising guidelines
facebook.com/ad_guidelines.php
38%
of FB Ads were
Rejected because
they were Violating
the Guidelines!

36. fb ads have to be part
of your brand’s strategy
A Facebook ads campaign is
not an isolated island.
It must be aligned with your
overall Content Strategy,
Objectives and Aesthetics.

37. keep it
clear & close
Use clear images and close-
up photos (also valid for
page posts that will be used
as Page Post Ads).
Create texts with a clear
Call To Action.

38. Do not spam
Facebook users.
Targeting a very broad audience
without taking into account the users'
interests, demographics etc. is
SPAMMING and will adversely affect
your campaign's CTR.

39. a/b test
all the time
Create multiple variations of
your ads and monitor their
performance. Identify the best
performing units and pause the
rest of the ads.
As a rule of thumb, start
with about 100 units to be
able to test body texts,
images but also target
groups.

40. stop bombarding
your audience
Facebook users are not
helpless TV viewers.
They can react to
annoyances by hiding or
even reporting your ad
when they had enough.

41. optimize, optimize,
optimize.
always
Do not "fire and forget"!
Closely monitor your
campaigns, optimize and
refresh with new texts and
images.

42. e y our own
Cr eat
coc kta il.
Use a mix of standard
ads and news feed ads to
gain a satisfactory Reach,
drive Engagement with
your page and Recruit
new fans for your page.

43. Optimized cpm
could help your brand
Give oCPM (optimized CPM) a try.
When it was first introduced, it
confused many advertisers, but
things are much better now!

44. human-optimize
your content
Keep your Ad’s Content
Human Optimized but
don’t forget to do the
same to your landing
page content.
Don’t forget:
Content is the King
only if you Treat it Like
a King!

45. Don’t be afraid
to break some eggs

46. but keep
the brand clear!

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