facebook ads - where there's a will, there's a way | ppc hero 2014

Facebook Ads: Where There’s a Will, There’s a WayIan MackieDirector of StrategyPoint It, Inc

Facebook Still Matters

3

Reach & Frequency

› 57% of all American adults and 73% of all those ages 12-17 are on Facebook source: pew research center

› 46% of online seniors (representing 27% of the total older adult population) use social networking sites such as Facebook source: pew research center

› 23% of FB users check their account five or more times EVERY DAY

4

We’re Addicted

5

The Mobile Evolution…

6

› 2/3 smartphone & tablet users access social networks› Mobile monthly active users of 1.01 billion, up 34% on the year, or

~79% of total users› Facebook already controls almost 17.5% of

GLOBAL mobile ad market (emarketer predicts 21.7% in 2014!)

How Many Devices Do You Own? Study: 60 Percent Of Adults Switch Screens During The Day

“Specific tasks, location and the desire for a larger screen (or keyboard) typically motivated the migration.”

“More than 60 percent of online adults in the US use at least two devices everyday and almost one quarter use three devices.” It also reported that in excess of 40 percent start on one device and finish on a second or even third one.

“The two common activities across screens were Facebook and email (got that marketers?)” Source: marketingland

https://www.facebook.com/business/news/Finding-simplicity-in-a-multi-device-world

Ad Sets Come to Facebook

Facebook launches Ad Sets

› Each campaign corresponds to a single advertising objective

› Set budget and schedule› Organize around audiences

› Multiple ads per ad set› Creative, targeting, bidding

all done at ad level

What you need to know• Objectives are set at the campaign level, providing different bidding options

• Once all ads are live, CANNOT change campaign objective

• New 1200x627 universal ad size!

• No way to rotate ads evenly

• Still too many objectives/ad units

https://www.facebook.com/help/www/259040324267414

Dark Posts

Unpublished (Dark) Page Posts

› Run in newsfeed, as ad only

› Link, Photo, Video, Status or Offer ad

› Link post includes a call-to-action button

› Only available in Power Editor or 3rd party tools

› Engagement Metrics in Power Editor

Case Study - SCOTTEVEST

Custom Audiences

SCOTTEVEST Case StudyAsk:• Support Anniversary sale• Drive sales of two new products• ROI 200%+

Solution: • Create custom audiences using customer email list• Newsfeed & Standard ad placement• Targeting desktop & mobile• All revenue tracking thru Google Analytics

Ad PlacementsNewsfeed Dark Posts Standard Ads (right-rail)

Results- Total Facebook revenue (organic

& paid) of $21K+ - Revenue from ads ~$15,200 on

~$2700 in ad spend for ROI ~460%

- Dark posts ~489% ROI- Standards ads ~437% ROI- Desktop:

- AOV $127- Ecommerce Conv Rate: 2.04%

- Mobile: - AOV: $132- Ecommerce Conv Rate: 1.04%

Thank you!contact: ianm@pointit.com