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Marketing on
Facebook
Driving action online, in-store
and in mobile app
June 2015
Table of contents
Best practices
14
Campaign prep
16
Targeting
18
20
Bidding
21
Measurement
22
Introduction
We live in a transformational time. As the need to stay connected becomes integral to our everyday lives,
the use of smartphones, tablets and laptops is becoming increasingly common. Not only are people using
multiple devices, theyre constantly switching between them throughout the day. Marketers are faced with
the challenge of reaching their consumers in this changing environment.
With over 1.44 billion people1 on Facebook, the platform provides a unique opportunity for businesses to
drive positive business results with more of the right people across devices. Marketers can:
Reach more of the right people with Facebooks sophisticated suite of targeting products
From campaign prep to targeting, creative, bidding, measurement and optimization, this guide will walk you
through our entire solution and best practices for setting up an effective direct response campaign.
Sincerely,
Your Facebook team
Targeting
Tip
Use the Audience Network Reach
your target audience beyond
Facebook on other mobile apps
with the Audience Network.
Success Story
Banana Republic used lookalike
audiences modeled after its
most loyal customers to increase
its customer base during the
competitive holiday season.
Custom Audiences
Reach people based on the data you have.
Custom Audiences enable you to target people based on the data you have in a privacy safe way.
With Custom Audiences, you can:
Result:
Lookalike Audiences
Reach people who look like your audiences.
Lookalike audiences help you find people with similar characteristics to your existing customers,
prospects and Page fans.
You can build a lookalike audience from your:
CRM database
Website visitors
Page fans
Custom Audiences
Facebook Exchange
Ad Formats
Placements
All Facebook
Mobile Delivery
Exclusion
Dynamic Creative
Cross-device retargeting
Link ads direct people off of Facebook from any device to a specific
location on your website that you choose.
Link ads offer:
Mobile app install ads drive people directly from Facebook and the
Audience Network to the Apple App Store, Google Play, or Amazon
App Store to install from a strong call-to-action.
Mobile app ads offer:
Video resolution:
at least 720p
Video resolution:
at least 720p
Designed for any objective, carousel ads give you more creative real estate to showcase compelling imagery
for your brand or products, driving people to your website to convert or your app to install or engage. You
can showcase up to 10 clickable images within a single ad unit and Facebook can optimize the order of the
images based on relevance to each targeted individual.
Ads in the carousel format offer:
The option to let Facebook optimize the order of images for each person
Text: 90 characters
Headline: 25 characters
1. Facebook internal study across 9k ad sets testing multi-product ads and link ads, January 15, 2015February 15, 2015
Power of dynamic
product ads:
Scale:
Promote all of your products
with unique creative without
having to configure each
individual ad
Always-on:
Set up your campaigns once and
continually reach people with the
right product at the right time
based on actions taken on your
website or mobile app
Cross-device:
Reach people with ads on any
device they use, regardless of
their original touch-point for
your business
Highly relevant:
Show people ads for products
that they have shown interest in
from your product catalog
Bid types
Facebook offers a variety of bidding options to help you pay the right
amount per objective and deliver your ads to the right audience. The
4 bidding options offered are cost per impression (CPM), cost per
click (CPC), optimize for conversions and cost per action (CPA).
You value
We optimize for
Impressions
Impressions
Impressions
Clicks
Clicks
Clicks
Conversions
Impressions
Conversions
Installs
Installs
Installs
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Measurement
We were able to identify the
type of consumer who will convert, profile that, and use this to
find more people to serve those
New Feeds adverts to,
Henry Arkell,
Social Advertising Director,
Manning Gottlieb OMD.
Facebook case study, April 2014
Lower your cost per action by showing your ads to people most likely to convert at the most
efficient price
Automatically optimize the delivery of your ads to increase the number of conversions
Optimize for success across all the devices your customers use
The ability to measure any action taken in your mobile app ad such as an install or a purchase
Conversion activity within a 1-day, 7-day or 28-day window based on time the ad is shown
Rich people-based insights such as who buys the most in your app via App Insights
While Facebook provides its own SDK for tracking, you can also implement a Mobile Measurement Partner
solution. Generally, our Mobile Measurement Partners provide:
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Solution by Objective
This is our recommended solution set for marketers looking to
acquire customers or remarket to existing customers online,
in-store and in mobile app.
Targeting
Ad units
Core Audiences
Acquiring new customers
Custom Audiences
Lookalike Audiences
Remarketing to
existing customers
Custom Audiences
Bid types
Measurement
Conversion pixel
Conversion pixel
Targeting
Ad units
Core Audiences/
Partner Categories
Remarketing to
existing customers
Custom Audiences
Photo ads
Bid types
Measurement
CPM
Offer ads
Conversion pixel
Remarketing to existing
mobile app users
Ad units
CPM
Core Audiences
Custom Audiences
Lookalike Audiences
Custom Audiences
Bid types
Mobile app
engagement ads
CPC
CPM
Measurement
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Best Practices
13
Campaign Prep
Planning your campaign
As you plan your campaign on Facebook, you can start by asking yourself a few questions:
What are the business goals Im seeking to achieve and how do they map to the objectives I
can drive on Facebook? For instance, your business goals could be acquiring new customers or
remarketing to existing customers.
How will I measure and track results? Before launching your campaign, identify what metrics will
be measured so you and your partners can work towards the same goal.
The answers to these questions will define your strategy and help you measure the effectiveness of
Facebook alongside other direct response channels.
Next, follow these steps:
Campaign structure
Facebooks campaign structure makes it easier for you to organize, optimize and measure the
performance of your ads. The structure has three levels: campaign, ad set and ad.
Campaign
Ad set
Ad
Ad
Ad
3. Cap spend across all campaigns and track spend for each campaign
Ad best practices
1. Use ad types that match your campaign objective
2. Create multiple ads to optimize performance
3. Dont go over the limits for number of campaigns, ads sets and ads
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Every successful campaign begins with a clear objective in mind. Make sure your marketing team and
your partners (agency and/or your Facebook Marketing Partner) are aligned on which metrics you will
use to determine success. Common metrics include conversion rate, return on ad spend (ROAS), life
time value (LTV), and conversion Lift.
2. Install Facebook conversion pixel on your website and App Events in your app
Since many conversions happen on a different device or platform than an ad was displayed it is
important to install conversion tools on each touchpoint for your business. To track conversions that
happen on your website and mobile website, implement the conversion pixel. To track conversions that
happen in your mobile app, implement the Facebook SDK and set up App Events. If you are tracking
purchases, add a conversion value to your pixel and app events to understand the total value of
purchases attributed to your Facebook ads.
3. Track your ads with the conversion pixel and app events
Make sure that each ad you run is configured to track your conversion pixel and, if you have an app,
your app events.
4. Look at your cross-device reports
After your campaign has finished, view your ad reports in Facebook Ads Manager. Find which
campaigns and ads drove the most conversions and allocate your budgets accordingly. Next, compare
the Placement Device with the Conversion device to understand how your customers are interacting
with your ads and then converting across different devices. Cross device reporting provides vital
insights into consumer shopping behavior that can help you optimize your mobile ads.
5. Set up measurement for lifetime value (LTV)
Its not too early to set long-term goals for your program. Consider metrics such as lifetime value
(LTV), downstream value and share of new versus returning customers.
6. Partner with a third-party measurement provider to consider alternate attribution models
Most marketers today rely on attribution models that give full credit to the last ad clicked on that
browser, without considering the cross device behavior of their customers. Facebook conversion
reporting measures real people, not cookies, so you can always attribute the success of your ads to
people no matter which device they last saw your ad. In addition to Facebook conversion tracking,
consider partnering with a measurement provider that can help you explore other attribution models
beyond last click.
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Targeting
With the right targeting strategy, you can reach consumers on
Facebook in meaningful numbers to drive scalable results across
devices. Though Facebook has more targeting options than other
channels, the same audience planning process applies.
Think about the goal youve set for your business on Facebook. Are you acquiring new customers
or remarketing to existing customers? Your objective will define the audience you want to target.
Ask yourself the following questions to help develop your audience strategy on Facebook:
How do you segment your audiences? What types of data/insights do you have about them?
What are your key focus markets now and in the future?
Who manages your CRM database? How do you use your database for marketing purposes today?
These questions should help determine what audiences you want to reach on Facebook. Next, use
Facebook targeting to find your audience.
Custom Audience
Lookalike Audience
X
(Partners Categories)
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Success Story
20Jeans used Custom
Audiences to remarket to people
who abandoned their shopping
cart on their website.
Result:
Saw a 300% decrease in CPA and
a 2-3X higher conversion rate
than other display platforms
Facebook case study, June 2014
Identify audiences by where they are in the lifecycle. For example, remarket to people who
demonstrated purchase intent on your website, target existing customers who are likely to churn
and reach your highest LTV customers to keep them engaged.
2. Minimize overlapping audiences
Overlapping target audiences mean multiple ads are competing for the same auctions, thus
cannibalizing the delivery for your campaign. Consider consolidating target audiences into larger
but fewer audience segments. Also, evaluate the timing of ad sets as they may not need to run at
the same time.
3. Use Audience Insights and App Insights to better understand the demographics of your most
engaged audiences
Advertisers can leverage data from Audience Insights and App Insights to identify audiences that
may be interested in purchasing their products and are most engaged.
4. Exclude current customers from acquisition campaigns
If youre running a campaign with the goal of acquiring new customers, use Custom Audiences to
exclude your existing customers from your campaign.
5. Use specific seed lists to build lookalike audience
When building a lookalike audience, start with a seed list that is specific to the objective youre
seeking to achieve. For example, build a seed list of people who tend to convert online versus
offline and find people who look like them.
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Keep to one focal point within your creative so that its obvious to your audience what your
objective is. For example, if youre a retailer, showcase the product youre looking to sell and
provide a clear directive within the ad.
2. Make your ad noticeable
Use creative that captures attention and gets people to stop scrolling through their News Feed.
3. Insert brand personality
Add your brand personality into your creative. For example, insert your logo or stick to colors from
your brand.
4. Create informational reward
Make sure the product or service youre promoting is something the audience might be interested
in. For example, an events business can promote tickets for a concert to people who have previously
purchased concert tickets from their website.
5. Create emotional reward
Think of ways to connect with your audience emotionally. Humor is a great emotional trigger.
6. Mirror creative to where your audience is in the sales funnel
If your audience is in the consideration phase, use creative to drive interest in your products or
services. If your audience has demonstrated intent on your website, use creative with a strong
call-to-action to drive the outcome you care about.
7. Use a strong call to action
Vital to direct response campaigns, ensure you have a single, clear call-to-action that drives the
objective youre looking to achieve on Facebook. Do not confuse the call-to-action by asking them to
purchase a product and like your Page.
8. Create consistency across the path-to-conversion
When driving a conversion on your website or mobile app, keep the look and feel of the experience
seamless from the ad itself all the way to the conversion page.
9. Consider refreshing the creative
Campaigns will begin to fatigue over time given the frequency with your target audience. Review
performance over time and update creative often to maximize results.
10. Test, test, test!
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Bidding
Pricing
We charge you based on:
The position you win in
the auction
The weighted average of your
competitors bids
Prices are calculated based on the position won in the auction and the weighted average of your
competitors bids. This means that the price charged is almost always less than the bid. Figure out
what the max bid is by calculating the average profit from a click or action (this varies by target
audience, and possibly other factors, and should be adjusted over time).
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Measurement
For a complete view of your efforts on Facebook, we recommend
a combination of measurement solutions:
Track your Facebook ad performance with the Facebook
conversion pixel and SDK
Measure the incremental lift you receive from advertising
on Facebook using conversion lift tests
Utilize Mobile Measurement Partners to determine
effectiveness of ads for apps
Track Facebook ad performance online and in mobile
Properly measuring and optimizing your ad campaigns is a core to success on Facebook. The Facebook
conversion pixel or App Events should be placed on each key aspect in the conversion flow.
By placing the conversion pixel/App Events across the funnel, you will be able to test several
optimization techniques that could lead to additional conversions. In addition, you will be able to
measure the downstream effect of our ads in relation to key conversion events.
Lead generation
Loyalty
Loyalty/rewards pages
Upselling
Category/product pages
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Prove ROAS: Determine whether your campaign was successful at driving your desired outcome
Understand which channels drive impact: Re-assess your current cross-channel attribution models to
more accurately value Facebook
Make more informed budgeting decisions: Allocate budget to advertising channels that drive
additional impact
Identify your
business objective
and campaign
to measure
Facebook
randomizes and
splits audience
into test and
control groups
Pass your
conversion data
to Facebook via a
Facebook pixel(s)
or secure upload
Facebook calculates
lift by comparing
conversions in the test
group to conversions
in the control group
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Conclusion
Use the recommended suite of Facebook ads products that align with your direct response objectives
Ensure your campaigns are structured efficiently according to Facebooks best practices
Use compelling creative with strong call-to-actions to drive attention and conversion
Follow Facebooks bidding best practices to ensure youre paying the right amount per objective
Use the Facebook conversion pixel and/or SDK as well as experimental design tests for a complete
view of your ad performance
Test targeting, creative, placement, ad unit and bids often to optimize for better results
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