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Kenshoo: Proprietary & Confidential Information GETTING STARTED ON FACEBOOK

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Kenshoo: Proprietary & Confidential Information

GETTING STARTED ON FACEBOOK

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Agenda

Quick IntroSocial Campaigns OverviewWhat Can I Promote on Facebook?Facebook Ads UIBreaking Down Facebook Ad ElementsSetting Up A Facebook Account

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Kenshoo – Global Marketing Platform

Global Company, Founded in 2006 in Tel AvivBacked by Sequoia Capital and Arts AllianceFive years of 100% YTY revenue growthToday: 12+ global offices, 280+ employees

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Kenshoo – Global Marketing Platform

Founded: 2006 in Tel Aviv, IsraelBacked by Sequoia Capital and Arts Alliance300% average annual revenue growthToday: 10+ global offices, 200+ employees  $15 billion annual customer sales revenue directed

through KenshooProduct 1st – 75% of Kenshoo Focused on Product33 billion+ social ads delivered monthly on FacebookCampaigns running in over 100 countries320 clicks and conversions tracked every secondEnabled a Top Non-Gaming App Campaign in 2011

Proof Points

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Kenshoo – Who We Work With

Social: Paid, Owned, and Earned Media

Owned– Website– Apps– Facebook Page– Twitter Account

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Paid– SEM– Display– Facebook Ads– Promoted Tweets

Earned– Social Content– Reputation Management– Social Conversations– Viral Growth & Tracking

Define Goals

Reach Target AudienceIncrease Brand ExposureDrive Incremental Sales or Sign-Ups/LeadsGain Insight into Consumer BehaviorGrow Fan Base

Proprietary & Confidential

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Set-up Considerations

Before launching Facebook Ads, there are a couple considerations:

– Setting up an Advertiser account– Invoicing– Admin Access to Facebook Objects

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WHAT CAN I PROMOTE ON FACEBOOK?

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What Can I Promote on Facebook?

In addition to ads that promote your website…Facebook has several different types of Facebook objects you can promote via Ads

– Facebook Pages– Facebook Applications– Facebook Places– Facebook Events

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Facebook Pages

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Facebook Applications

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Facebook Places & Events

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FACEBOOK ADS USER INTERFACE

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Facebook UI - Homescreen

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Facebook UI – All Accounts

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Facebook UI – Pages

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Facebook UI – Reports

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Facebook UI – Settings

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FACEBOOK ADS ELEMENTS

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Facebook Ads - Campaigns

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Facebook Ads - Creative

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Facebook Ads - Targeting

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WHAT ARE MY AD TYPES?

Facebook Ads: Premium vs. Marketplace

Premium (Direct w/ Facebook)– Higher CPM Costs– Premium Inventory on Homepage

and Profile Pages– Additional ad formats (mobile,

newsfeed, video, etc.)

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Self-Service Tool– Marketplace ads (CPC or CPM)– More control over

optimization and bids– API Access (3rd Party Tools)

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Marketplace/Self-Service: Different Ad Types

Primary Topic for Today!At the moment, Facebook Marketplace has four different Ad types:

– Web Ads– Social Ads– Sponsored Stories– Page Post Ads

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Web Ads

Web Ads direct to a URL of the advertiser’s choosing.

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Social Ads: Build > Engage > Amplify (On-Facebook)

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Page or App

Creation

Fan Basewith

Like Ads

Publish to Fans

Targeting Fans of Friends

SponsoredStories

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Social Ads

Social Ads direct to a Facebook Object, encouraging consumers to “Like” a Page, “Check-in” at a Place, “Use” an App, or RSVP to an event.

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Sponsored Stories

Sponsored Stories amplify fan engagement with Facebook Objects to friends of connections.

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Page Post Ads

Page Post Ads feature a Page Post and its associated content (Image/Video/Poll), encouraging Likes of the Page.

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Social Ads to Offsite Ads: Target > Expand > Convert

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ADDITIONAL 101 BEST PRACTICES

How to improve CTR’s to Lower CPC’s

Image is Key– Test different image attributes• Background colors• Shocking Images• Animals• People vs. Objects

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• Use Buttons• Image frames• Celebrities• Think outside the box!

How to improve CTR’s to Lower CPC’s

Refresh your Creative

Proprietary & Confidential

How to improve CTR’s to Lower CPC’s

Messaging– Be Direct / Use Call to Action– Refresh Your Copy– Use Promotional Codes– Don’t use Standard Search Copy– Personalize your Ad– Keep Short and Concise

Proprietary & Confidential

Additional Best Practices & Optimization Tips

Audience Size is Important– Make sure the audience size is not too small, this can cause the decay factor to happen

fairly fast

Track Gender Separately– These two audiences can perform very different so you will want to take action on them

separately.

Test General Audiences– Add a general audience to test against niche audience

Use Connections Targeting– Given you have a Facebook Page -break out ads targeted to existing fans and Friends of

Connections

Break-Up Age Ranges– Target 18-35 year olds - break the age group up into two different groups, 18-24 and 25-35

Proprietary & Confidential

Keep Testing!

Don’t Worry about Testing Everything at First– Don’t overcomplicate your first test

You’ll always be testing on Facebook– Try new Facebook “Likes & Interests”– Test new images– Test promotional messaging– Be Creative!

Proprietary & Confidential |

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REVIEW OF “OPTIMIZATION LEVERS”

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Understand Optimization Levers

•Shift budget from under-performing campaigns to over-performing campaigns

Campaign Budget

•Rotate new images and/or messaging if performance starts to decline

Creative

•Test new target audiences based on your initial testing results. Change or divide up the age breakouts, expanded current likes and interests, different education levels etc.

Target Audience

•Advertisers don’t have ad rank insight from Facebook so monitor impressions and clicks closely and increase bids for individual ads that are not getting impressions

Bids

•Pause underperforming creative and segment combinations

Ad Status

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ADVANCED ISSUES & TACTICS

Efficiency: Save Time

Kenshoo Social: Solving Challenges

Campaign Management- Ad Creation & Trafficking is Hard.

Reporting and Analysis - Limited Compared to What We’re Used To.

Optimization- Social is New. Dynamics are Different.

1. 2. 3.

Multi-Edit, Copy & Paste

Social Ads Manager

Ad Permutation

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Campaign Buildouts: The Default Way

Creative

Target

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x =

x =

x =

...

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Creative

Quick Build Permutations: The Kenshoo Way

x

x

Target

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=

Group A

Group B

=

Edge: Stay Ahead of the Curve2.

Kenshoo Social: Solving Challenges

Optimization - Social is New. Dynamics are Different.3.

Efficiency: Save Time

Reporting and Analysis- Limited Compared to What We’re Used To.

Path to Conversion Reporting

UI and Dashboard Reports Rich Excel Reports

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Fully customizable online reporting shows data tailored to customer needs

• Fully customizable dashboard• Drag & drop widgets• Exportable data• Analytical reporting

Use advanced attribution models to Optimize for App experience funnel

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Ad - 1

Connect Track Usage

Most Advertising Tracking Systems report and act on only the last click prior to purchase

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

6 0 %2 5 %1 0 %5 % 3 0 %2 0 %2 0 %3 0 % 2 5 %2 5 %2 5 %2 5 % 1 0 0 %0 %0 %0 % (Last Click)

Install/Allow In App ActionAd - 2

Interest Interest

Invite

Invite now

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Analyze the Role of Social in the Path to Conversion

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3.

Edge: Stay Ahead of the Curve

Optimization- Social is New. Dynamics are Different.

Kenshoo Social: Solving Challenges

Efficiency: Save Time

Facebook Specific Algorithms

Scheduled Actions (Dayparting)

Advanced Search

Effectiveness: Make More Money

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Advanced Search and Scheduled Actions: Define, Find, Act, Schedule

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Advanced Search and Scheduled Actions: Define, Find, Act, Schedule

“The Advanced Search feature saves my team a ton of time.”

Matt Grover,CareerBuilder

Facebook Bid Management

Follow suggested bidThis policy increases your clicks by bidding an ad up to a target percentile of Facebook’s suggested bid range. You specify where you want to target within the suggested bid range and a maximum allowed bid.

Control CPCThis policy controls CPC by attempting to achieve some CPC target for each ad in the portfolio. Each ad will be bid up or down to achieve the desired CPC. When bidding up, the bid will be capped to a specified percentile in Facebook's recommended bid range.

Control CPAThis policy controls CPA by attempting to achieve some CPA target for each ad in the portfolio. Each ad will be bid up or down to achieve the desired CPA. When bidding up, the bid will be capped to a specified percentile in Facebook's recommended bid range.

Control ROIThis policy controls ROI by attempting to achieve some ROI target for each ad in the portfolio. Each ad will be bid up or down to achieve the desired ROI. When bidding up, the bid will be capped to a specified percentile in Facebook's recommended bid range.

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Edge: Stay Ahead of the Curve

Kenshoo Social: Solving Challenges

Efficiency: Save Time

Effectiveness: Make More Money