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A Definitive Guide to Reaching Your Marketing Goals with Facebook covers all of the Facebook ad units and how they are best utilized to achieve your marketing goals. General campaign management tips, that have been used by Ampush, are also shared in this highly engaging presentation.
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The Definitive Guide to
Reaching Your Marketing Goals With
October 2013
Facebook has evolved to become one ofthe most effective marketing platformson the planet
Thinking of Facebook as only part of a social marketing strategy causes you to miss out on its major advantage over print, radio, and television…
Facebook lets you reach an engaged audience at the right place, at the right time, with the right message
Shortly after Apple announced the iPhone 5s fans took to social platforms such as Facebook to voice their opinion of the new devices
T-Mobile took advantage of the opportunity by targeting mobile Facebook users in the U.S. (right place) just 24 hours after the announcement (right time) with the right message
This kind of targeting and dynamic marketing is not possible through traditional advertising channels
Facebook helps brands and direct response advertisers achieve measurable business goals
Recent changes to Facebook Ad products now focus ad units on clear marketing goals:
AwarenessCreate awareness about
a new product announcement
EngagementEngage your community
with dynamic owned content
User AcquisitionEncourage new users to
sign up for your product/service
Mobile App InstallsDrive installations for your brand’s mobile
application
TransactionsGenerate eCommerce sales
and incentivize offline purchases
Mobile Engagement & SalesBoost conversion and
reengagement of your mobile app
LoyaltyDeepen customer loyalty
through remarketing
Goal: Mobile Engagement & Sales
Reengage existing usersTake advantage of the Mobile App ad to connect with users who have already installed your app to make purchases or use the app again through the seven universal and vertical specific CTAs
Leverage deep links for specific promotionsMobile app ads lets advertisers link to customized locations inside apps for sales, promotion, or specific content
Integrate Facebook SDKs for iOS and AndroidBy integrating Facebook SDKs you’ll be able to measure the effectiveness of mobile app ads for any one of 14 predefined or custom events such as “purchased” or “level achieved”
Mobile App Ad
Mobile Engagement & SalesBoost conversion and
reengagement of your mobile app
Open Link Use App Shop Now Watch
Video Listen Now Book Now Play Game
Calls-to-action include:
Goal: Build Awareness
AwarenessCreate awareness about
a new product announcement
Recommended CreativeKeep headlines 90 characters or less and use compelling images sized 1200x900px with image ratios of 4:3 (Facebook will automatically resize) for HD displays
Focus on Page Post ads and News Feed placementShare news and promotions using Page Post Photo, Video, Text, and Link Ads served in the News Feed
Maximize your reachLeverage Page Posts with the highest engagement by amplifying their reach with paid ads
Page Post Like Ad
Page Post Photo Ad
Page Post Video Ad
Page Post Text Ad
Page Post Link Ad
Goal: Engagement
Creative TipAuthentic images and video that are relevant to your audience will see the most engagement, not the images that best promote your brand
A/B Split Test Your ContentTest various combinations of images, content, and deals before scaling to a wider audience
Diversify your postsIn addition to images consider promoting video and text-only posts that prompt a response to keep things fresh and boost engagement
EngagementEngage your community
with dynamic owned content
Page Post Like Ad Page Post Photo Ad Page Post Video Ad Page Post Text Ad Mobile App Ad
Goal: User Acquisition
Leverage Open Graph for additional exposureIntegrating your app with Open Graph allows in-app actions to be shared on Facebook’s most visible asset: News Feed
Drive Installs directly to mobile and tabletsMobile App Install ads allow you to target users of mobile and tablet devices in order to encourage installations without ever leaving Facebook
Page Post Link ads can drive salesPage Post Link ads feature an eye catching 1200x627 image that will drive users to any landing page, allowing for high quality product showcases that lead directly to a sale
User AcquisitionEncourage new users to
sign up for your product/service
Page Post Link AdMobile App Install Ad
Goal: e-Commerce Sales and Offline Purchases
Leverage your existing CRM and 3rd party dataUse Custom Audience, Lookalike Audience, and Partner Categories to target users you’ve already established a relationship with or who mirror your buyer personas
Use Broad & Interest targeting liberallySegment your audience into many distinct groups and test the relevancy of your creative against each one, adjusting your messaging as you gather more data
Generate buzz with News FeedPlace share buttons on post transaction pages to encourage buyers to share their purchase activity on News Feed
TransactionsGenerate eCommerce sales
and incentivize offline purchases
Page Post Link AdDomain Ad Mobile App Ad
Goal: Mobile App Installations
Creative OptimizationCustomize images and text for each target audience group in order to boost your conversion and click-through rates
Frictionless buying processUsers with iOS 6 can now install an app from the app store without leaving their Facebook experience, which reduces friction in the buying process
Downstream MeasurementsUnderstand ARPDAU, LTV, ARPU, 1 and 7-day retention, DAU/MAU and other metrics
Mobile App InstallsDrive installations for your brand’s mobile
application
Mobile App Install Ad
LoyaltyDeepen customer loyalty
through remarketing
Goal: Loyalty
Calls to action are keyUse powerful language, sentence case, and strong calls to action in your Domain ads in order to drive visits back to your site
Retarget abandoned cartsFBX retargeting can be used to recapture users who leave your site or abandon their carts
Generate buzz through activityLeverage your Facebook Page to engage followers, make exclusive offers, and post relevant content that resonates with your market
Domain Ad
Campaign Tips
Always be testingTest 3-5 creative and copy options to see what works best. Don’t forget to also test targeting groups, bids, and ad types
Refine your targetingTarget >250K people per ad when starting to discover what creative and target audiences work best. Then hyper target the successful ads through segmentation and testing
Testing strategy: Vary adsExperiment with a 2-3 different themes around your creative and messaging in order to find what works best with each targeting group
Improve your targeting with broad categories, Custom Audience, and Lookalike AudienceBroad categories allows you to target groups who have an affinity for your product or service, while Custom Audience lets you target those who are already buyers. Lookalike audiences mimic users similar to your current consumer base. Target specific devicesTarget only one device in each ad in order to measure the effectiveness of a campaign on different devices.
Keep ads freshCreative that gets old or overused will decrease the ad's success. Keep an eye on performance and change these factors at least every two weeks to improve performance
Ampush is an ad technology company and Facebook Strategic Preferred Marketing Developer (sPMD) helping brands and direct response advertisers achieve performance at scale with Facebook Ads. Ampush delivers advertiser ROI with its fully managed ad technology (AMP Social Marketing Platform) across mobile and desktop native advertising platforms.
Learn how our solutions can work for you at ampush.com
Facebook® is a registered trademark of Facebook, Inc.
