Digital Academy Training Importance of Facebook; Social Media Advertising Spend; Facebook Algorithm (EdgeRank) and Organic Reach; Converged Media; Fan Page and Facebook Insight; Creating the perfect ad (right format, right audience, right journey stage; right context).

1. Social Paid: Facebook Advertising Strategy
Digital Academy Training
November 2016
Alex Mari
CEO at Fennex AG
Adjunct Professor of Digital Marketing at IUG
Founder of BrandMate
alexmari@fennex.io
linkedin.com/in/alexmari
@mariketing

2. Importance of Facebook
Page 2
Digital marketing spending must be aligned with users’ media consumption habits
Marketers to find balance between engagement, acquisition & retention activities
Alex Mari (2017)

3. Facebook company evolution
Page 3
From ‘Text’ to ‘Virtual Reality’. In 2014, FB passed YouTube for desktop video views
Graph Search, AutoPlay Videos and Message Bots are shaping our social experience
According to Cisco, video will represent 80% of
all consumer-based Internet traffic by 2019.
Alex Mari (2017)

4. Social Media Advertising Spend (US)
Page 4
Social Advertising spend on mobile is growing overproportionally
Rank: Affinity with viewing user, post’s popularity (weight) and novelty of content (decay)
Source: Business Insider
EdgeRank is the name commonly
given to the algorithm that Facebook
uses to determine what posts should
be displayed in a user's News Feed.
Mobile advertising makes up
more than three quarters of the
Facebook group’s ad revenue
(source: FT).
Alex Mari (2017)

5. Facebook Zero Organic Reach
Page 5
Average organic reach declined from 12% in Oct’13 to 6% in Feb’14
“Brands are wasting money on Facebook and Twitter” - Forrester (2014)
Fact: Only 4% of users ever
go back on a liked Fan Page
Source: Social Ogilvy
Large Fan Pages faced a
significant decline in organic
reach – now at around 2%
Alex Mari (2017)

6. Converged Media
Page 6
Facebook represents an owned, paid and earned media for most global brands
CTR for sponsored posts in the news feed is 46x higher than those on the right-hand side
SPONSORED
FRIENDS
MARKETPLACE
Source: Altimeter
Alex Mari (2017)

7. Fan Page & Facebook Insight
Page 7
Use FB Insights to track interactions on your FB page and optimize performance
Monitor your competitors’ activity, engagement and audience growth using ‘Pages to Watch’
Alex Mari (2017)

8. Fan Page & Facebook Insight
Page 8
Review the performance of posts to identify KSFs in content creation & management
Use the ‘Publishing tool’ feature to schedule your posts and build a conversational calendar
Alex Mari (2017)

9. Agenda: Creating the perfect ad
Page 9
Perfect Ad
Right Format
Right Context
Right Journey
Right Audience
1
2
3
4
Alex Mari (2017)

10. 1. Right Format

11. Communication Objectives
Page 11
Choose among 12 communication objectives and select the desired ad format
Effectiveness of the headline, message and image should be evaluated for each ad variant
Source: https://facebook.com/business/ads-guide
Alex Mari (2017)

12. Create a Facebook ad – (1) Creative
Page 12
Enter a campaign name, write a headline, select creative assets and CTA
Mobile, Desktop News Feed? Right Column? Photo, Video, Carousel, Canvas? Instagram?
Alex Mari (2017)

13. Create a Facebook ad – (2) Audience
Page 13
Use all the needed demographic, psycographic and behavioral targeting options
Audience definition section describes how narrow or broad the selected target is
Alex Mari (2017)

14. Create a Facebook ad – (3) Bidding
Page 14
Align your campaign bidding option to your communication goals
Alex Mari (2017)

15. Direct to fan, Suggested and Social posts
Page 15
Alex Mari (2017)

16. Campaign structure
Page 16
Campaign Goal: ‘Drive traffic to a website’; Ad set: ‘woman’ vs. ’men’ target
Each of the Ads might have a different image + message + CTA + link combination
Alex Mari (2017)

17. Creating an engaging ad with impact
Page 17
Which creative elements matter?
Source: https://facebook.com/business/ads-guide
Alex Mari (2017)

18. Creating an engaging ad with impact
Page 18
Emotional or product centered ad? Find balance between branding and efficiency.
o Don’t create a one-size-fits all type of ad.
Effectiveness of headline, message or image should be
evaluated for each variant.
o Avoid logo-only images. Try to show product-in-use
or images that illustrate the ad’s offer as they tend to
drive more engagement.
o Add Call-to-Action text like “Sign up now to save
50%”. This tends to work better than generic calls to
action like “learn more”.
o Include end date in promotional ads to drive sense
of urgency.
Costperconversion
Emotional: 2X more expensive than product-centered
Source: interrnal data
Alex Mari (2017)

19. New Ad Format - Canvas
Page 19Source: https://canvas.facebook.com
Alex Mari (2017)

20. New Ad Format - Lead
Page 20
Note: remember to clarify to the user why they should share personal information
Alex Mari (2017)

21. New Ad Format - Lead
Page 21
Act immediately on collected leads to guarantee a real-time experience and higher conversion
Alex Mari (2017)

22. 2. Right Audience

23. Target Audience – Facebook Core Data
Page 23
Some relevant segments:
• Liked a fan page/brand
• Works for a company/position
• Studies in a field/University
• Recently moved in a city
Alex Mari (2017)

24. Target Audience – Social
Page 24
Friend connected to
your Fan Page
Friend liked on a post
from your Fan Page
Friend commented on
a post from your FP
Friend shared a post
from your Fan Page
Target ads to Friends of Fans and/or exclude existing Fans to increase communication appeal
Ad Recall for Social is 55% grater than Non-Social Ads (Nielsen)
Alex Mari (2017)

25. Target Audience – Social
Page 25
Smart referral programs automatically generate incremental word-of-mouth
Example of behavioral targeting (likes) combined with social ads
Alex Mari (2017)

26. Targeting – Advanced features
Page 26
Use owned past data to target prospects before personal & psychographic variables
Explore all the targeting opportunities to get as granular as you can
Alex Mari (2017)

27. Targeting – Custom Audience Alex Mari (2017)

28. Targeting – Looalike Audience
Page 28
Facebook finds users who are similar to those in your database
Increase the potential reach and capture new customers in addition to targeting past user
Choose the size of your audience and
target country. A smaller audience will
have more similarities with your source
customer group. A larger audience will be
less precise, but will offer you more reach.
Source: https://www.facebook.com/business/a/lookalike-audiences
Note: You need to have at least 100 people in your
source customer group to create a Lookalike Audience.
Alex Mari (2017)

29. Targeting – Re-targeting (Pixel)
Page 29
Re-targeting is a powerful tool to reach users previously exposed to your brand
Explore all the action tracking opportunities. Go beyond ‘lead’ or ‘make purchase’ actions
Source: https://www.facebook.com/ads/manager/pixel
Alex Mari (2017)

30. Targeting – Website Custom Audience (WCA)
Page 30
Combine Re-targeting and Lookalike audiences to reach scale
Segment your website audience depending on the visited product and category pages
Alex Mari (2017)

31. Targeting – Dynamic Product Ads (DPA)
Page 31
Make sure your catalog contains: Product ID, Description, Price, Availability.
1. Upload your product catalogue. Note: Business Manager account required;
2. Add FB pixel to your website (or the SDK to your app);
3. Set up Dynamic ads in Power Editor (advertise across FB, Instagram & Audience Network);
4. Review reports to play tactically and optimize sales.
Alex Mari (2017)

32. Targeting – Dynamic Ads for Retail
Page 32
Campaigns can dynamically showcase products available in the nearest shop
– Local availability: An availability indicator on the ad shows people that a product is available at a
shop near them, and the store locator makes it easy for people to get directions.
– Product summaries: Advertisers can use Facebook-hosted product summaries to give potential
shoppers the information they need without leaving the Facebook app.
– Different actions: Product summaries include ways for people to take actions such as contacting
the nearest shop, buying online or saving the product for future reference.
– Similar products: Similar products available at the nearest shop are featured so that people can
browse the aisles directly from their phone.
Alex Mari (2017)

33. Targeting – Buyer Interests Technique (Manual)
Page 33
Study the interest of your niche (based on ‘likes’) in their personal public profiles
Add the relevant Fan Pages to Audience Insights (Power Editor) to create a new audience
Source: https://www.facebook.com/ads/audience-insights/
Note: Only pages <20k fans are usually
considered by Audience Insights
Alex Mari (2017)

34. 3. Right Journey (Optimization)

35. Consumer journey
Page 35
Plan different messages for different audiences to increase conversion rate
Never forget the difference between Fans and Brand Lovers
Alex Mari (2017)

36. Metrics
Page 36
KPIs should be always connected to the initial communicaiton goal
Set realistic objectives based on real data (e.g. Optimal CTR: 0.11% - 0.16%)
Source: https://www.facebook.com/business/ads-guide
Alex Mari (2017)

37. Measuring conversions
Page 37
Alex Mari (2017)

38. Facebook Power Editor
Page 38Source: https://www.facebook.com/ads/manage/powereditor
Key benefits:
o Save time by mass-editing ads and Page posts across campaigns and creating ads in bulk.
o Optimize from the tool by sorting ads by key stats and performance.
o Save time by copying and pasting ad and campaign data from Power Editor to Excel.
o Much faster than the traditional Facebook Adv system although not completely user-friendly
Software that allows you to
quickly duplicate all
Facebook Ads variation sets
by pressing a single button.
You can create hundreds or
thousands of similar ads
with tiny variations (ex.
Target that like ‘Gucci’ vs.
‘Prada’). This helps you to
experiment your creative by
doing an A/B/C/D etc. test
and to find combinations that
are going to drive the best
result.
Alex Mari (2017)

39. Facebook Power Editor
Page 39
GOD COMPLEX APPROACH
Focus on planning & strategy to create the
perfect ad. Classic way a traditional
company/advertising agency would work.
This requires a lot of investment and
sometimes it’s even tested offline!
TRIAL & ERROR APPROACH
Focus on creating as many relevant ads
variations as needed, test them out, see
what works best and create other tests
based on the first results. For example,
taking CPM/CPC into account.
VS.
Imagine you want to test 10 different titles, 10 visuals, 10 variations of copy, and 10 different
targeting settings (e.g. location, age, gender)
You have just created 10.000 variations of the same ad!
Alex Mari (2017)

40. Test and optimize a campaign
Page 40
Create customized reports with Power Editor to review the ads performance
Test call-to-action options: Shop Now, Book Now, Learn More, Sign Up, Download, Watch More,
Contact Us, Apply Now, and Donate Now.
Source: https://www.facebook.com/business/ads-guide
Alex Mari (2017)

41. Ad Espresso for A/B testing
Page 41
Create, analize and optimize your campaign in one place
Alex Mari (2017)

42. ROI varies by Country, Bidding Method, Ad Format
Page 42Source: Salesforce Marketing Cloud, Social.com Advertising Benchmark, Q1 2015
Alex Mari (2017)

43. 4. Right Context

44. 1:1 relationships at scale
Page 44
Deliver the right message in the right channel considering time, location, and device
Use FB as your own communication platform to reach your audience real-time in context
Key Paid Strategies:
o Re-targeting from website (WCA)
o Custom audience (email, phone)
o Real-time & Contextualized ads
o Audience Lookalike
Alex Mari (2017)

45. Organic Post Targeting
Page 45
Norrow the potential News Feed audience to reach segments of your fan base
Schedule the publishing and the distribution of your posts based on your audience’s habit
Alex Mari (2017)

46. Unpublished Posts
Page 46
Unpublished page posts will not appear in your Fan Page news feed
You can sponsor (boost) unpublished posts to attract non-fans
Alex Mari (2017)

47. Social Media Dashboard for interactions planning
Page 47
Hootsuite allows you to plan, monitor and react to conversations real-time
Alex Mari (2017)

48. Ongoing Campaign Optimization
Page 48
Perfect Ad
Right Format
Right Context
Right Journey
Right Audience
1
2
3
4
New ad formats
Evolving targeting options
Changing consumer behavior
Unifying data sources
Alex Mari (2017)

49. Social Paid: Facebook Advertising Strategy
Digital Academy Training
November 2016
Alex Mari
CEO at Fennex AG
Adjunct Professor of Digital Marketing at IUG
Founder of BrandMate
alexmari@fennex.io
linkedin.com/in/alexmari
@mariketing