Boost Your Business with Facebook; Part 2

Design Requests Boost Your Business Refresh

Boost Your Business: Part 2May 5, 2016 | San Francisco

Advanced Targeting OptionsCustom Audiences

Lookalike Audiences

In addition to our core targeting options, were going to go over two quick products that can really help your business grow on Facebook: Custom Audiences and Lookalike Audiences. The first one is called Custom Audiences.

How many of you have an email marketing list? How would you like to use that list to target people on Facebook?

Museum of Science, BostonMuseum Tourist AttractionsKEYS TO SUCCESSCustom Audiences

10Xreturn on ad spendOn Cyber Monday

Ciara to choose new CA story

The Museum of Science, Boston successfully promoted gift memberships during the 2014 holiday season with targeted link ads. The Museum had already run a gift membership Facebook campaign in 2013, so it was able to use insights from that year to optimize the 2014 campaign. The Museum targeted ads to a Custom Audience built from email lists of previous gift membership buyers, current and lapsed members, and subscribers to the Museums monthly email update to increase awareness of memberships as a gift opportunity for the holidays. As a result, they reached a 3X overall return on ad spendhitting a peak 10X return on Cyber Monday.

www.facebook.com/business/success/museum-of-science3

TARGET TO PEOPLE WHOVE BEEN TO YOUR WEBSITE

Lets walk through how to do this together. Youll start in the same place as before your Ads Manager and select audiences from under the Tools dropdown menu. Then select Create Audience, Custom Audience. And then youll select Website traffic. Then youll see the option to select the Pixel that youve connected to your website to track customers. Once youve select that, youll select the audience from your website you want to create an audience for in this instance, Ill select anyone who has visited my website. But you could create an audience based off of people who have browsed product pages, or who have gone to their checkout page but not finished the purchase process, or customers who havent been back to your site in a while. Lots of options. 4

CUSTOM AUDIENCES FROM YOUR WEBSITE

What about people who visit your website? Wouldnt it be great to be able to target them and get them to move to purchase? On Facebook, we have a great piece of technology called the Facebook pixel. Heres what happens when you set up an ad using the Facebook pixel, we will give you a snippet of code. Either you, or your web developer, can place this on any webpage youre driving traffic toward on your website. When someone clicks on your ad on Facebook and lands on that webpage, well let you know. We can also create an audience of people that have visited your site and allow you to target them with an ad on Facebook.

TARGET TO PEOPLE WHOVE BEEN TO YOUR WEBSITE

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Lets walk through how to do this together. Youll start in the same place as before your Ads Manager and select audiences from under the Tools dropdown menu. Then select Create Audience, Custom Audience. And then youll select Website traffic. Then youll see the option to select the Pixel that youve connected to your website to track customers. Once youve select that, youll select the audience from your website you want to create an audience for in this instance, Ill select anyone who has visited my website. But you could create an audience based off of people who have browsed product pages, or who have gone to their checkout page but not finished the purchase process, or customers who havent been back to your site in a while. Lots of options. 6

Benefits of Facebook pixel

Measure ROI

Optimize ad delivery

Create Custom Audience from your website

CV notes:1 FB pixel provides more accurate insights and reporting2 Ex: If Im on your website on my laptop and later that evening Im on your website Im on my mobile device, the FB pixel would know that Im the same person and report accordingly3 Most other tracking systems that exist today used whats called cookie based tracking and that tracking would not be able to tell that Im the same person visiting your website and would inaccurately report me as two different visitors. 4 Having correct insights will also help you better understand attribution and on what devices your customers are converting5 The FB pixel will also help FB w/ ad delivery and show ads to people who will most likely take the action you want them to take6 Lastly, you can find new customers on FB by combining the FB pixel with the lookalike audience tool that were about to talk about

Come chat with us after the presentation to learn more about implementing the Facebook pixel on your website.

Lookalike audiencesPeopleyou knowWebsitevisitorsMobile appcustomersFans ofyour page

Now, well chat briefly about Lookalike Audiences. Do you want to find more people on Facebook who share traits like location, gender, and interests, with your customers? So your ads can reach even more people who will care about your business. Lookalike Audiences does just that: it takes the audience you already have and uses that information to find a new audience of people who are highly likely to convert because they look like your current customer

Lookalike Audiences is amazing because weve got that list of loyalty customers and we can tell Facebook we want a list of people who look just like our loyalty customers. So you can go into your audiences in Ads Manager, select the Custom Audience you want to make a lookalike of, click actions and then select Create Lookalike. And what FB will do is scan that audience of Loyal Customers, find the top 1% similarity between all these people and will go off and find every other person on the platform who looks just like the people in your list. So its taking the audience you already have have finding a new audience of people who are highly likely to convert because they look like your current customers. Pretty awesome right?! This can be really effective especially if you have a really niche product too as it takes a lot of the guesswork out of figuring out the things your customers are interested in. And this doesnt cost anything extra its just a targeting feature that you can use in conjunction with the ads youre already creating.

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LOOKALIKE AUDIENCES

Jaspers MarketUnited States (US)

You can create a lookalike audience from website traffic, from page fans, from conversion data as well as from a data file like emails or phone numbers.

When you are creating a Lookalike audience, use the audience size slider to select your desired audience size.Note: a smaller audience results in a higher level of similarity, while a larger audience size results in larger potential reach.You also have the option to layer standard targeting on top of your lookalike if you feel like it is necessary for the specific Campaign For example if you only want to target you website visitors who are women with a female specific product/service

LOOKALIKE AUDIENCES

Jaspers MarketUnited States (US)

You can create a lookalike audience from website traffic, from page fans, from conversion data as well as from a data file like emails or phone numbers.

When you are creating a Lookalike audience, use the audience size slider to select your desired audience size.Note: a smaller audience results in a higher level of similarity, while a larger audience size results in larger potential reach.You also have the option to layer standard targeting on top of your lookalike if you feel like it is necessary for the specific Campaign For example if you only want to target you website visitors who are women with a female specific product/service

The Peach TruckFood & GroceryKEYS TO SUCCESSLookalike Audiences

100%lift in salesyear over year

The Peach Truck is a business out of Nashville, TN. The owner, Ryan, started the business because he wanted to bring the tasty Georgia peaches to TN. In 2014 Ryan decided to sell his peaches nation wide. It was a great success so they decided to do it again in '15. Ryan uploaded an email list of all the people who purchased from their online store in '14 and created a LAL audience to help him find more people on FB that looked like his '14 customers. He then ran ads targeting this new audience of people to let them know about his peach shipment service. By the time the peach season ended in 2015, Ryan saw a 100% lift in sales year over year.LALs was a great success for Ryan, but part of the reason he was so successful was because he segmented his audience to only his most qualifed customers. He could have created a lookalike audience of his entire email list (a database he had been collecting since 2012) but instead, Ryan was very strategic and only created a lookalike audience of people who purchased the particular service he was trying to sell again in 2015. Facebook was able to produce a more specific lookalike audience for Ryan because he had provided a more targeted or segmented audience to Facebook. The more specific you are with Facebook, the better results you're going to have.

Release: https://fb.my.salesforce.com/a6Q12000000L5l611

Custom AudiencesExisting customersSeasonal spendersE-commerce spendersPotential spenders

Segmentation leads to better results

Lost opportunity to unlocking greater value with Facebook. Reach out to all existing customers to purchase again

In order to get a really strong lookalike audience you need to have a strong seed audience. One technique that can help you have an audience with the highest level of specificity is segmenting out your customers into categories. An example of this would be putting together a list of emails of your overall best customers, frequent purchasers and then previous category purchasers.

By creating lookalikes audiences from extremely specific seed audiences like these, you are going to ensure a much higher quality of lookalike audiences. In order to test with this type of strategy we do recommend that your seed audience are no smaller than 100 people to enough enough characteristic data.

An example, segmenting customers by spend

Custom Audiences/Existing customers should receive offers to reward loyalty, encourage repeat purchases, tailored offers to encourage first purchase

Lookalike Audiences/New customers should receive attractive offers to acquire higher potential lifetime value customers, calibrate offer attractiveness and bidding to reflect potential value of new customer using Lookalike Audiences



Custom AudiencesExisting customers

Lookalike AudiencesNew customersSeasonal spendersE-commerce spendersPotential spenders

Segmentation leads to better results

Lost opportunity to unlocking greater value with Facebook. Reach out to all existing customers to purchase again



An example, segmenting customers by spend

Custom Audiences/Existing customers should receive offers to reward loyalty, encourage repeat purchases, tailored offers to encourage first purchase

Lookalike Audiences/New customers should receive attractive offers to acquire higher potential lifetime value customers, calibrate offer attractiveness and bidding to reflect potential value of new customer using Lookalike Audiences



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Use Facebook pixelSegment audiencesDefine your targetTakeaways

So, as youre sitting at you desk and creating Facebook ads, what should you remember about this section?

Targeting: Reach customers by interests, demographics, behaviors and locationAdvanced Targeting: Reach existing customers with Custom Audiences, or reach people who look like your customers with Lookalike AudiencesSegmentation: Market the right message to the different customers you have by segmenting your audience when targeting

Okay, so when youre sitting at your computer or looking at the Mobile app on your phone, what should you remember about targeting?

1) Think about our core targeting options2) Remember that we have advanced targeting options that allow you to reach existing customers and people who look very similar to those existing customers3) And remember our best practice around segmenting your audiences when building those Custom Audiences. It can really help you meet your business goals. ----- Meeting Notes (1/28/16 14:53) -----Actions to go w/ Takeaways on every Wrap up breaker slide14

Ads

Okay, now that we have a Page, lets talk about what we should do with it and how to start communicating with customers.

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Ads Create FlowPower EditorPage

3 places to create ads on Facebook

There are 3 ways to create ads on Facebook and Instagram. The first is pretty easy... you can create ads directly from your Page! By promoting your business or boosting a post, you can reach people who might want to connect with your brand. The second is the Ads Create Tool. This is a slightly more advanced option and well take you through all of the steps necessary to create an ad there in a few minutes. The third option is to use our Power Editor tool this is an advanced option that we will not cover today, but we are happy to chat with you about this option after the presentation!

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Campaign ObjectiveTargeting + Budget Creative

How can I create an effective ad?

So, how do I set up an effective ad? There are 3 steps. First, start with your business objective we just talked through this portion of setting up an ad. Your ad objective aligns to your business goal the action you want people to take when they see your ad.


3 places to create ads on Facebook

By promoting your business or boosting a post, you can reach people who might want to connect with your brand. The second is the Ads Create Tool. This is a slightly more advanced option and well take you through all of the steps necessary to create an ad there in a few minutes. The third option is to use our Power Editor tool this is an advanced option that we will not cover today, but we are happy to chat with you about this option after the presentation!18

So, as I mentioned, there are a few different ways to get started. Some of you might have seen this little section over here that says Promote your local business. You can click there and quickly create an ad to build awareness and likes for your page.

Or you youve seen that button to Boost your Post which amps up the delivery and reach of that post on Facebook. This is a great quick option if you know you want to get this post out to people in SF and Ive only got 5 mins to do this, boom your done.

So, as I mentioned, there are a few different ways to get started. Some of you might have seen this little section over here that says Promote your local business. You can click there and quickly create an ad to build awareness and likes for your page.

Or you youve seen that button to Boost your Post which amps up the delivery and reach of that post on Facebook. This is a great quick option if you know I want to get this post out to people in SF and Ive only got 5 mins to do this, boom your done.

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But where I want to focus is our ads creation tool. We start by building your ad campaign and selecting your ad objective.

You can go to facebook.com/ads/create or you can click on the little carrot at the top of your page and click Create Ads.

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www.facebook.com/ads/create

You can go to facebook.com/ads/create or you can click on the little carrot at the top of your page and click Create Ads. The main difference here is youll have a lot more targeting options when you create the ad from this interface. So beyond interest targeting, you can target by behaviors which includes things like people who are frequent online shoppers which might be relevant for an e-commerce site or people who have children which might be relevant to a company targeting people with children.

How many of you have created ads from this interface? Ok cool. Were going to talk about a few different objectives from here. First youll see you can Boost your posts and Promote your Page just as you can from your business page.

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Boosted postsVideo adsLocal awarenessCreate awarenessLocal awarenessCarousel adsLookalike audiencesDrive considerationLink Custom audiencesPeople whove viewed your videoDrive conversions

Ads on Facebook are created based on your business objective. So, for example, if you want to drive people to your e-Commerce site, you would select Send people to your website. These are all of the objectives that are available in our Ads Create Tool. Today, well talk about the 5 we think are most relevant to you. These includes: Boost your posts, Promote your Page, Send people to your website, Increase conversions on your website, and Reach people near your business.

You would want to select the "reach people near your business" objective which otherwise referred to as Local Awareness. This objective let's you reach people who are not living in your area, but those who are actually nearby your business in real time. So say an ice cream shop is running a local awareness ad that targets people who are within 3 miles of their shop. I'm visiting from out of town and within this radius and I'm checking my Facebook page and see an ad for this great ice cream shop near by! It sounds like a great idea so I click their ad and see where they are located and head there.

For those that have e-commerce websites or its important to drive people to your website. Lets dive into how to create ads to have them take the action we want them to take.

WEBSITECLICKSWEBSITECONVERSIONSvs.

(REMOVE SLIDE)

What is the difference between...

Before we dive deeper into targeting and budget, I want to highlight a common point of confusion for advertisers. What is the difference between a website click and a website conversion?

It's all about optimization. A website click ad optimizes to get people to click on your ad and drive offsite to your website. A website conversion ad takes this a bit further by driving people offsite to your website, but optimizes to get people to take a certain desired action while they're there (for example, a sign up or purchase).

Campaign ObjectiveTargeting + Budget Creative

How can I create an effective ad?

After youve selected your business objective, youll want to select who you want to reach with your message, and decide on how much you want to spend to reach that audience. Finally, add your copy and images to make your message stand out.

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Targeting &Budget

Well now briefly cover targeting, since we talked through that in so much depth earlier, and how to think about budgeting for your ad campaigns.28

InterestsDemographicsAudiencesLocationTarget and reach your customers

Targeting will be the second step of ad creation, known as the Ad Set, which falls under the larger campaign. Heres your chance to select the amount you want to spend on your ads, and target the best audience for your message. We discussed in length earlier your targeting options, so consider those as part of this second step to building your ad. ----- Meeting Notes (1/28/16 14:53) -----Change to audiencesMove interface screen shots to earlier Targeting section

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How muchshould I budget?

And now, the real question you are all wondering: how much will this all cost me? What does a successful budget for Facebook ads look like?

Testing ads on FB don't have to cost a lot. Now, how much will this cost me? Well, that depends on a lot of things. Mostly how much are you willing to spend to share your message or drive an action that maps to your business goal.

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Youre incontrolPay for resultsCompete for reach$$

Let me highlight 3 important factors to consider when thinking about budgeting:

1) CONTROL SPEND: You are always in total control of your budget. (if you want to spend $5 you can spend $5 on your entire campaign) 2) OBJECTIVES MATTER: The money you invest in your advertising is spent based off of the objective you chose. So you can be charged by clicks or conversions if you wanted to drive people to your website, or impressions if you want to raise awareness of your business or event. 3) AUCTION BASED: Your ads are in an auction based environment so you should expect to compete against other advertisers that are trying to reach a similar audience to yours. Bid the value you are absolutely willing to pay for your click or impression.

Lets watch a short video to simplify this explanation

----- Meeting Notes (1/28/16 14:53) -----Change capitalization on this slide so it matches (subject case)

Look through Blueprint budget/cost catalog to see if they have something better

Simplify language: you're paying for what you're trying to do -- Pay for results (what does Objectives matter mean?)

Your'e ony paying for results you're getting

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Creative Best Practices

Leverage callto-action buttons

Use quality images

Write compelling textTest, learn, repeat

Lets first cover some of the basic features of our ads.

On the slide behind me, we have a Link ad. These ads are visually appealing and live right in the middle of News Feed, which by the way is prime real estate for all ads.

When someone is served this ad, not only is the entire ad clickable (meaning it will drive the consumer to your website), but also it has a call-to-action that lets you as a business let the consumer know what to expect when they get to your website (sign up now, buy now, etc). *CLICK TO HAVE CTA BUTTON MAGNIFIED*

A few best practices here:Use a CTA!2. Compliment your image with equally compelling text. Keep it short and sweet. Let the advertiser know what they're going to get from your product or service. 90 characters or less.3. Make sure to use quality images because you are right in the middle of news feed. We have great stock images that are available for free within the Create Flow if you're looking for something new to try out. 4. Optimize for all placements, like I mentioned before people are constantly switching between devices. Facebook will optimize your ad placement and make sure your ad continues to be served in the placement it is performing best. 5. A/B test creative and text and learn from which ads are performing best. ----- Meeting Notes (1/28/16 14:53) -----change "drive action" to something elseUse quality imageWrite compelling text (remove complements image)

Facebook Ads have several formats: Im going to highlight 3 here.

The first one includes a single image and a CTA button.

The middle ad allows you to display multiple images in one ad; we call this our Carousel ad. In addition, all of our ads have this Call To Action button, which we allow you to customize based on the action you want people to take when they see your ad. For example, for a Travel agency, they want people to book the trip that they are advertising, so theyve selected the Book Now call to action button.

The third ad that we have here is a great option for those of you who are interested in creating video ads, but maybe dont have the resources to create videos. Our Slideshow ads allow you to combine up to 6 still photos into a slideshow, of sorts, that automatically plays when displayed in someones News Feed. This feature is now available in Page Likes, Video Views, Mobile App Installs, Website Clicks, Post Engagement, and Website Conversions objectives

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Navigating to www.jaspers-market.com

Drive customers directly to your website

No matter what format you choose: you can always drive people directly to your website. For example, the carousel ad format gives advertisers the ability to showcase multiple large images and descriptive text. The bonus? Each image has its own offsite link, that drives the potential customer to a specific page on the advertisers website. (In this example, youll see that the serving utensils link takes the customer straight to the product page where they can add the utensils to the cart and then purchase).

----- Meeting Notes (1/28/16 14:53) -----Drive customers directly (one color)

SOURCE: Facebook internal study across 9k ad sets testing carousel link ads and standard link ads, Jan. 15, 2015 Feb. 15, 2015

The Carousel format drives results when compared to standard link ads

30-50%decrease in cost per action

20-30%decrease in cost per click

With this opportunity of having more creative real estate in the News Feed, we have seen;

30-50% decrease in cost per action AND 20-30% lower cost per click

Explore Tieks anatomy and find out what makes Tieks the most versatile ballet flats in the world

Show a single product

Show a single product

Lets go through some examples of businesses that have done these well.

Here original coast clothing, heres an example of when a business highlighted one of there best selling shoes and just showcased different angles of the show to push their customers further down the conversion funnel.

Blog post: https://www.facebook.com/business/news/7-ways-to-use-carousel-ads

Explore Tieks anatomy and find out what makes Tieks the most versatile ballet flats in the world

Tell a story

Tell a story // Sell a service


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Beautiful Curls in 10 minutes or less! Join the TYME Revolution: www.tymehair.com

Demonstrate how to use a product

Show how to use your product




The price for Savage Race Houston goes up Thursday Sept 10th at Midnight. Make sure to sign up now for the lowest possible price.

Get creativewith photos

Have fun with your images // Get Creative




Ads Manager

But how do I know how my ads are doing? With Ads Manager. 41

www.facebook.com/ads/manage

Tracking in reporting to optimize appropriately

Within Ad Insights which is different than Page Insights, which we chatted about earlier Ad Insights allows you to see your ad performance, your ads audience (who the ad is reaching), and the placements where your ad is performing best. An important thing to keep an eye on within ad Performance is your Relevance Score.

Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ads relevance score will be. (Positive indicators vary depending on the ads objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be.

Ads receive a relevance score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad. Ads with guaranteed delivery like those bought through reach and frequency are not impacted by relevance score. Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.

Need more info? https://www.facebook.com/business/news/relevance-score

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REPORTING AND CUSTOM REPORTS

To see how many conversions happened as a result of your Facebook ads:Go to your Ads Manager reports.Click Customize Columns and check the actions that matter to you. This may be things like Checkouts or Cost per Checkout if you've been optimizing for sales.Click Apply and you'll see these columns in your reporting table.

Facebook also lets you track cross-device reporting. You can see how people are moving between devices to make conversions across apps and the web.See how your customers are moving between devices before they convert. Understand which devices people viewed or engaged with your ad and which devices they ultimately converted.Example: If you see that your customers convert more on desktop, you can sequence the messaging for your ads and use a stronger call-to-action on the device theyre likely to convert. You can use Custom Audiences to segment customers closer down the purchase funnel and reach them on the specific device theyre likely to convert.

AUDIENCE INSIGHTS

Audience Insights provides you direct access to learn more about the people who matter to your business, including their geography, demographics, psychographics, and much more. Whether you want to learn about your fans, known customers or people who use Facebook and may be interested in your business, these insights are available so you can create marketing messages that drive conversion.

There are three type of audiences that advertisers/ marketers can learn more about in Audience Insights by seeing how the audience's characteristics compare to that of the entire Facebook population: * Facebook Audience - Marketers can use this view to understand the Facebook audience as a whole and validate segmentation studies and determine potential sub-segments or audience size

* Page Audience - Marketers can use this option to learn more about their Page audience, which can make their creative and messaging on Facebook and other marketing channels more relevant.

* Custom Audiences - Most brands have owned audiences that they manage within a CRM database. Usually they just have bits and pieces of information about this audience, but lack of a comprehensive summary. Marketers now have the ability to upload these audiences and view them in Audience Insights to learn more about who they are, what interests them, and what they buy.

Ads Manager App

And, because mobile has already changed the world, you can also create ads on the go using the Ads Manager app. When searching for the Ads Manager App in your app store, look for the icon.

Get creativeTrack your successKnow your goalTakeaways

Choose an objective: Use the proper campaign structure to ensure efficiencyFollow Best Practices: Test and learn what's best for your business by trying out different ad formatsAd Insights: Make your dollars work harder - find out who is engaging with your ads, how and when

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Locate and target your customers with the right message at the right timeSpread the word about your businessCreate content that engages peopleContentTargetingAds

So weve covered a lot today. First we talked about what you're supposed to do with a Page: what relevant and engaging content looks like and how to start having a conversation with your customers. Hopefully now you feel comfortable with what do you say to your customers, and have tools to track what theyre hoping to hear from you.

Then we talked about how to amplify your reach more people and find new customer with our targeting options.

And finally, we covered how to promote your business and measure the impact of investment, and help you keep a pulse on what your customers and fans are finding engaging and to ensure you're spending your time and money as effectively and efficiently as possible. This is key to your success on Facebook and Instagram.

Whats next?facebook.com/businessinstagram.com/businessGet help from us

Visit facebook.com/business and instagram.com/business to learn more and begin engaging with your customers.

And finally, I want to close with one more video and leave you with this thought now that you have a better understanding of how to use Facebook for your businessWhat stories will you tell?

Whats next?facebook.com/businessbusiness.instagram.comGet help from us

(go to next slide to Get Help)

Chat

Community

Email

On both facebook.com/business and business.instagram.com we have a ton of resources available for you.

1) We have Success Stories, similar to the stories we told earlier around Museum of Science and The Peach Truck, that highlight businesses like yours that saw incredible results using Facebook ads. Most of the success stories even tell you how they used the various products to help you get ideas for how you can implement our tools for your own needs.

2) We also have Learn How videos where you can get more detailed product information on our suite of products. Have questions about Custom Audiences or Local Awareness? Definitely start here.

3) All of our latest product announcements, and industry trends and blog posts appear under the News Section of facebook.com/business. Visit here to stay up to date on the latest and greatest coming out of Facebook.

And finally, we have a few support channels where you can get in touch with a Facebook Marketing Expert, including chat, email and support from advertisers just like you in our Community forum!

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(after video finishes THANK YOU!)52

Thank you for joining us tonight! If you have any questions, my colleague, Brad and I will be happy to answer them for you. Also, please feel free to pick up a brochure before you go. Thank you!53

APPENDIX

Conversion TrackingMeasure the results of your ad spendCreateA pixelInstall and testyour pixelAdd your pixel to an adCheck your ads success

Conversion tracking is offered by many major ad providers and third party tracking vendors. Facebooks conversion tracking product is in-line with these solutions.55

oCPM biddingMaximize your ad spend

High historical CTR

High historical conversion rate

Females between 25-35 are more likely to convert

Conversion tracking + OCPM can be used on any ad product offered by Facebook and can be combined with any targeting including custom audiences. OCPM simply identifies users within your target audience who are most likely to convert and delivers ads to those users. As a result, OCPM with conversion tracking drives down the cost per action (conversion) and leads to 66% more conversions when compared to CPC campaigns using the same budget.

Beyond units, we can optimize delivery to people within your target audience that are likely to convert. And we can do this across devices, regardless of where people use Facebook. For website conversions, we can optimize for conversions using what we call Optimized CPM bidding. And for mobile apps, we can optimize for installs and other events using CPA bidding. In an unbranded case study and using our internal test data: We have seen a 68% increase in conversions when switching over from CPC to OCPM.

Full source: Facebook case study, Aug 2013 2-wk test of single client, lift in attributed purchases between oCPM and CPC is stat-sig within a 99% C.I. using 2-sided binomial z-test Facebook internal data based on an internal head to head test of eight mobile app install advertisers over the course of two months. Average is across each client in test.

There are a few different ways to get started.Promote your pageBoosting a Post

Some of you might have seen this little section over here that says Reach more People. You can click there and quickly create an ad to build awareness and likes for your page. Or you youve seen that button to Boost you Post which amps of the delivery and reach of that post on Facebook. On both you see a pop-up that asks you how much you want to spend, who is that youre trying to reach, and it will give you an estimated reach for how many people you can expect to reach with your budget. This is a great quick option if you know I want to get this post out to people in SF and Ive only got 5 mins to do this, boom your done.

DemographicsAudiencesLocation