This document summarizes strategies for using Facebook advertising effectively and beating Google. It discusses native Facebook advertising features like Website Custom Audiences v2 and bidding. It also covers using mobile apps, cross-device remarketing, and platforms beyond the Power Editor. Additionally, it provides information on new developments at Facebook including the Audience Network, local awareness targeting, and the Atlas platform. The document concludes with tips for getting free Facebook credit and accessing analytics tools.
9. Bidding
• all bidding types are transformed to eCPM
eCPM = bid/1000 * eCTR + quality score + pacing
• eCTR is calculated from more than 140 factors
(object/domain/campaign/page/account history, creative, etc)
• pacing is keeping uniform ads distribution during the day
22. Multi Product Ads
• 4 links
• 3 photos
• Sliding in mobiles
• Only via API
23.
24. Can Facebook beat Google?
E-commerce
Conversion
rate
Facebook Google
0,92 % 0,73 %
25. News in Facebook - audience network
• Facebook‘s „AdSense“ program
• only on mobiles
How to advertise
How to publish there
26. News in Facebook – local awareness
• The best way to reach people near
your business
• only in US
• Type address -> set radius -> create
ad with CTA „get direction“
27. News in Facebook - ATLAS
• Bought from Microsoft in 2007
• Completely remade (originally required IE 6 with active X
• Launched in September
• For invited partners only
28. News in Facebook - ATLAS
•Allows to place ads based on Facebook targeting outside of Facebook
People-based marketing
Cross-device
Online to offline measurement
People-based measurement
30. News in Facebook - ATLAS
• Why Facebook bought Atlas?
- to expand the reach
- to gain more data
- to gain bigger ad
revenue share
• current
Facebook 8 % | Google 32 %
31. Do you want free credit from Facebook?
How can Facebook support
Startups?
• get $20,000 or $60,000 in free tools
and services
developers.facebook.com/products/fb-start/
32. Bonus for attendees
1 month free access to ROI Hunter
Send your company name to
marketingfestival@roihunter.com
33. Thank you for your attention
Any questions?
karel@b.cz
Notes de l'éditeur
Hi did you like this video? I was in America at facebook HQ last week and they started also with this video – so I was like – yea lets start with this
because this is a good way how to say Facebook is not about buying likes or as cheap traffic as possible.
Facebook advertising is about performance, real results and that is what we are going to talk about
I am Karel Tlustak, I work in BF – we are Ads Preferred Marketing Developers of Facebook – actually we are the only Ads PMD baseed in eastern Europe and since there are only about 50 ads PMD globaly, trust me we know everything about facebook ads
and I am gonna revel you how you can achieve good results in Facebook
To prove you that Facebook is about real results I have chosen
Lets start with one of the most powerfull features
Funnel