Facebook AdvertisingPublisher event March 2014

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My Facebook timeline

• Started working with Facebook advertising in 2008• Have tried every single ad format• Done viral apps• Helped companies boost their fan page• Got API access as one of the first companies in Europe• Developed ad management tool• Spent several million dollars on Facebook advertising• Have had a lot of success and failures • Got shutdown by Facebook• Had my personal account banned• Got back in the game again• Was shutdown again• Sneaked my way back under cover

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So why bother?

Because there is still a lot of money

to be made on Facebook

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True or false?

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Facebook advertising is too

expensive

Cost per Click is going up

CTR is going down

There is no virale effect

True, if you keep doing the same thing you have always done

Which survey themes works on Facebook?

• Travel surveys always work

• Niche surveysFind a large group of people that share the same interests on Facebook and make your own survey for them

• Niche examples :– Win a bicycle– Win a sewing machine– Win a golf vacation– Win a motorcycle– Win a PlayStation 4

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Who should you target?

Don’t just focus on women +30

7

99%Male

Avg. age22

Conv. rate23%

Prefill9%

RPL higher than avg.

CPC0.45$

Give your images the attention they deserve

The image is the single most important element of your advert campaign. Specifically, a basic analysis shows that the vast majority of the variance accounting for how well an advert performs (regardless of how it is measured) can be attributed to the image

Win a dream vacation

Where do you wanna go?

Take Advantage of the 20% Text Rule

Take advantage of Facebook’s 20% text rule when it comes to creating graphics for your promoted posts by including text to grab your audience’s attention

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Top 5 creative ways to achieve higher CTR

11Source: Adobe

The presence of people, choice of background colours and even product angling all contribute to the effectiveness of your Facebook ads, according to the latest research.

Top 5 creative ways to achieve higher CTR

12Source: Adobe

Top 5 creative ways to achieve higher CTR

13Source: Adobe

Grow your Audience and Your Reach

Upload a mailing list or phone directory from your site or newsletter into Facebook, and you can choose to either target these users on Facebook, or you can exclude them but use them as the baseline for Facebook to find similar or ‘lookalike’ users.

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Make Use of Platforms Which Can Increase your ROI

Using a platform which allows you to easily create your own ads enables you to test several different ad formats and do MVT. Some platforms offer you full bid optimization.

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Use Facebook’s conversion pixel

Facebook’s conversion pixel is not just about being able to track conversions better from Facebook, it’s also about optimizing for them.

One of the bid types that Facebook offers via it’s Power Editor is ‘oCPM for conversions which algorithmically optimizes your budget to drive more conversions.

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Implementing the conversion pixel – Step 1

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Implementing the conversion pixel – Step 2

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Implementing the conversion pixel – Step 3

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Facebook has introduced a new campaign structure

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With this change, Facebook will introduce a third level to the campaign structure to make it easier for you to organize, optimize and measure the performance of your advertising with Facebook.