For Dummies Facebook Ads 2015-04-30 Pierre-François Chiron Pierre-Lou Dominjon
Jul 27, 2015
…
More than
300 CLIENTS
Local Offices in
6 EMEA COUNTRIES
Running ads in
80 COUNTRIES
FACEBOOK ADS FOR DUMMIES
Where ads are displayed?
But not only! Newsfeed, and mobile, and out of Facebook with the « Audience
Network »
FACEBOOK ADS FOR DUMMIES
How to start?
• First you need a Facebook Page
• Then you can create content « linked » to this
page
• This content will apear on Newsfeed and right
hand side column of targeted peoples
FACEBOOK ADS FOR DUMMIES
How to start?
3 different tools
POWER EDITOR
• More complex
campaigns
• Multiple targets,
countries, creatives…
AD MANAGER
• Very easy
• Good to start
• Deals with 5/10 ads
MARKETING
PARTNER TOOL
• Graphical reporting
• Optimization tools
(manual and automatic)
• Vertical specific features
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
Structure of an Ad – It’s a specific type of Facebook Page Post
PAGE NAME
PAGE ICON
CONTENT
SOCIAL CONTEXT
DESKTOP NEWS FEED MOBILE NEWS FEED
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
Link Ads
• Traffic generation
• Conversion (sales, leads,…)
• Redirect to landing pages
• Image size: 1,200 x 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters
• Headline: 25 characters
• Link description: 30 characters
• Your image may not include more than
20% text.
DESKTOP NEWS FEED MOBILE NEWS FEED
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
• Conversion (sales, leads,…)
• Redirect to landing pages
• Image size: 600 x 600 pixels
• Image ratio: 1:1
• Text: 90 characters
• Headline: 25 characters
• Link description: 30 characters
• Your image may not include more than
20% text.
Multiproduct Ads
DESKTOP NEWS FEED MOBILE NEWS FEED
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
• Post engagement
• Branding
• News Feed image size: 1,200 x 900 pixels
• News Feed image ratio: 4:3
• Right column image size: 254 x 133 pixels
• Right column image ratio: 1.9:1
• Text: 90 characters
• Your image may not include more than
20% text.
Photo ads
DESKTOP NEWS FEED MOBILE NEWS FEED
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
• Post engagement
• Branding
• Video views
• Text: 90 characters
• Headline: 25 characters
• Thumbnail Image: 1,200 x 675 pixels
(shows on your ad when the video is
not playing). Your thumbnail image
may not include more than 20% text.
• Length: 40 minutes max
• File Size: 1 GB max
Video ads
DESKTOP NEWS FEED MOBILE NEWS FEED
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
• Generate Likes of your
Facebook Page
• Image size: 1,200 x 444 pixels
• Image ratio: 2.7:1
• Text: 90 characters
• Headline: 25 characters
• Your image may not include more than
20% text.
Page Like ads
DESKTOP NEWS FEED MOBILE NEWS FEED
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
• Generate installs for your mobile app
• Generate traffic to your mobile app
• Can contain video creative
• Image size: 1,200 x 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters
• Your image may not include more than
20% text.
MOBILE NEWS FEEDApp Install Ads
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
• For Social Gaming
• Installs or engagement
• Image size: 1,200 x 628 pixels
• Image ratio: 1.9:1
• Text: 90 characters
• Your image may not include more than
20% text
Desktop app adsDESKTOP NEWS FEEDRIGHT COLUMN
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
• Generate venues
to your event
DESKTOP NEWS FEED MOBILE NEWS FEED
Event Response Ads
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
DESKTOP NEWS FEED MOBILE NEWS FEED
Offer Ads
• Promote deals
in your store
• Image size: 1,200 x 444 pixels
• Image ratio: 2.7:1
• Text: 90 characters
• Headline: 25 characters
• Your image may not include more than
20% text
FACEBOOK ADS FOR DUMMIES
Dedicated format for each objectives
• Automatically generated
Through your product
catalog
• Allow you to do remarketing
on desktop and mobile
• You need to create dynamic
ads templates
DESKTOP NEWS FEED MOBILE NEWS FEED
Dynamic Ads
FACEBOOK ADS FOR DUMMIES
Creatives tips
Tips about descriptionUSE SHORT TEXT
USE CALL TO ACTION IN PICTURES
FACEBOOK ADS FOR DUMMIES
20% text rule
Based on a grid system – You should not have more than 5 out of 25 cells with
text
FACEBOOK ADS FOR DUMMIES
Creatives tips
PictureREFRESH CREATIVE EVERY 2 WEEKS
USE SCREENSHOTS IN A MOBILE DEVICE FOR MOBILE APPS
TRY TO HAVE A SINGLE FOCAL POINT IN YOUR PICTURE
FACEBOOK ADS FOR DUMMIES
Targetings
Overview
• It’s one of the most powerful differentiator
• With search, you target depending on a demand from the customer
• On Facebook, you push content depending on a population
FACEBOOK ADS FOR DUMMIES
Targetings
Location targeting
• It’s very easy to launch
worldwide campaigns
• But you can also target
very precisely with zipcode,
regions, cities
FACEBOOK ADS FOR DUMMIES
Targetings
Demographics
• Target on age
• Target on gender
• Target on relationship status
• Life events
FACEBOOK ADS FOR DUMMIES
Targetings
Partner categories
• Partner categories
• Based on the activity off of
• Data are matched with FB profiles
• Examples:
• Have/haven’t a car
• Coffee buyers
• High revenues
• No child at home
FACEBOOK ADS FOR DUMMIES
Targetings
Custom audience
WEBSITE TRAFIC
(via a tag on your website)
CUSTOMER LIST
(email, phone numbers,
FB ids or mobile ids)
APP ACTIVITY
(via Facebook SDK)
IT’S A LIST OF USERS THAT YOU WANT TO TARGET.
3 WAYS TO CREATE A CUSTOM AUDIENCE
FACEBOOK ADS FOR DUMMIES
Targetings
Lookalike audience
Facebook generate an audience of the people
that are similar to your base audience.
Useful to reach NEW people that are similar
to your customers
Can be based on:
• A custom audience previously created
• A fan page
• A previous campaign
• A conversion pixel
FACEBOOK ADS FOR DUMMIES
Bidding
Different ways to bid
• CPM
• CPC
• oCPM
• CPA (on install)
• Be careful CPC on Facebook is not like CPC on Google
• Includes social clicks, likes, ect.
• You need to use Link Click for compare to « real » CPC.
FACEBOOK ADS FOR DUMMIES
Pacing time
3 different pacing types
• Standard pacing
• Accelerated delivery
• Dayparting
FACEBOOK ADS FOR DUMMIES
Track conversions
FACEBOOK ALLOWS YOU TO TRACK CONVERSION
• Track sales, registrations, etc.
• Both available on desktop and
mobile
FACEBOOK CAN TRACK CROSS-DEVICE
• Based on user, not on device
FACEBOOK ADS FOR DUMMIES
Analyze
Analyze any criteria of your ads
• Targeting• Age
• Gender
• Interest
• Audience
• etc.
• Creative• Title
• Picture
• Call to action
• Bidding
• Day of the week
• Etc.FACEBOOK ADS FOR DUMMIES
Take decisions
Improve your campaigns
EDIT
YOUR BUDGET
REPARTITION
PLAY / PAUSE
ADS
CHANGE
YOUR BID
FACEBOOK ADS FOR DUMMIES
• Mobile application
• Buy and sell great things in your community
• Created in 2013
• Based in Barcelona
• User experience and Mobile first
• iOS and Android
• Spain: n°1 ranking Lifestyle
How to have the same success in UK + US
+ MX ?
FACEBOOK ADS FOR DUMMIES
Boost international development
HOW TO AIM TOP RANKING
IN DIFFERENT COUNTRIES IN A FEW WEEKS?
HUNDRED
THOUSAND
DOWNLOADSIN 45 DAYS
-15% COSTSAFTER MMR
OPTIMIZATION
TOP3IN
US/UK/MX
FACEBOOK ADS FOR DUMMIES
Conversion funnel
Step by step optimization
Support & Market
feedbacks
Call to action
Segmentation
Visual
Text
Multi product
…
Live data analysis
Easy decision
Manual Optimization
FACEBOOK ADS FOR DUMMIES
Automatic Optimization
Mobile
app booster
Automatic
rules
CPI 5$ CPI 1$ CPI 3$
Stop / Increase budget / reduce budget
FACEBOOK ADS FOR DUMMIES
• 3 best campaigns to reach objectives:
Accelerated delivery
Lookalike audience of the users of the app
Broad campaigns with CPA (high budget)
• Geotargeting per main cities: local message and locale creative
• 3 age ranges max: easy monitoring for high volume ad sets
• Visuals : live attractive products selected (iPhone, famous fashion brands, cars)
Learnings
FACEBOOK ADS FOR DUMMIES