Facebook Advertising: Best Practices & New Features

Nicole TabatabaiOct 2015

Best Practices: Targeting, Creative & Bidding

Audience Targeting1st Party Data is Best

● Custom Audiences >> Lookalike Audiences

3rd Party Data is Good Complement

● Demographics: Age, Location, Gender, etc.● Interests: Hiking, Coupons, Baking, etc.● Behaviors: New Movers, Political Donations, etc.

Don’t Forget Exclusions

● Connections: Page Fans, App Users, Event Attendees, etc.● Others: Past Purchasers, Email Unsubscribes, etc.

Custom Audience Use CasesCRM:

● Top Customers ● Past Purchasers Cross-Sell & Up-Sell● Lapsed Customers● Leads

App Activity:

● Rated App ● Level Achievement● Added to Cart

Web Visitors:

● Cart Abandoners ● Category/Vertical Viewers● Product Page Viewers ● Paid Search Referrals (using tagged URLs)● Clearance Page

Remember to Consider Recency

Power Editor Audience Examples

Placement Targeting

● News Feed Performs Best

● WiFi Enabled Mobile Traffic Likelier to Engage Longer

● Audience Network and Right Hand Column Provide Scale/Reach

● Separate Desktop and Mobile If Audiences Are Big Enough

Campaign Results Using Audience/Placement Targeting Recommendations

Average Facebook News Feed CTR is 2.09%

Ad Creative Considerations

● Images Are Most Important - Make Them High Quality

● Carousel Ads (re: Multi-Product Ads) Keep Winning

● Call to Action Buttons Drive Results

● A/B Test Images, Headlines, CTA, Landing Pages, etc.

● Try Sequential Ads○ Ad #1 Brand Awareness○ Ad #2 Product Benefit○ Ad #3 CTA

● Freshness is Key - Change Ads Every Week!

Ad Creative Example Tests

2.29% CTR0.91% CTR

Ad Creative Example Tests

7.90% CTR4.17% CTR

Bidding Considerations

● Optimize for Conversions When Possible (conversion pixel needed)

● Account Structure is Important: Set Different Bids By Audiences. Avoid Overlap (exclusions help)

● Ad Set End Times Influence Delivery

● Changing Bids/Budgets Too Frequently May Affect Delivery

● Relevance Score Impacts Delivery and Price (beware negative feedback)

New Features

Instagram Advertising● Accessible via Power Editor

● Supported Ad Objectives:○ Auction Buying Type○ Clicks to Website○ Mobile App Installs○ Video Views

● Same Ads Can Run on Facebook & Instagram

● Same Targeting Available (audience & match rates much smaller)

● Multi Product Ads Available

Website Custom Audience Pixel Upgrade● Replaces Conversion Tracking Pixel

● Tracks Events:○ View Content (Dynamic Product Ads Requirement)○ Add to Cart (Dynamic Product Ads Requirement)○ Purchases (Dynamic Product Ads Requirement)○ Many Others -->

● Improved Reporting by Conversion Type

● More Flexibility Building Audiences

● Old Conversion Pixel Eventually Phased Out

Universal Search Across Entire Network

● Facebook Contains 2 Trillion Posts

● Facebook Fields 1.5 Billion DAILY Searches

● All Public Posts Are Indexed - This Is Huge!

● Search Results Are Personalized

● No Advertising Yet - Massive Opportunity in Future

Questions?

Thanks!

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