You’ve got your marketing budget earmarked for the holiday rush. Now comes the tough part: deciding how to spend it. It’s an ongoing problem for marketers. New marketing channels, social networks and ad types continue to pop up, and it is a marketer's job to be aware of where consumers are spending their time and money. The pressure is on for brand marketers to keep in pace with consumers. In this webinar, Tim Bosch, Director of Media and Planning of Likeable Media, and Marcus Whitney, CTO and Co-founder of Moontoast, reveal insights on how to help you plan your holiday social advertising strategy for maximum impact.

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Your Guide to Social Advertising
for the Holiday Season
Tweet this link to invite your friends!
http://bit.ly/AdsWebinar

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Marcus Whitney Tim Bosch
@MarcusWhitney
@Moontoast
Co-founder & CTO
@timmybosch
@LikeableMedia
Director of Media Planning

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What’s Inside?
• Meet Likeable
• Meet Moontoast
• Approaching Facebook Advertising
• Facebook Ads & the Holiday Season
• Q&A, Feedback, Grand Prize

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Have A Question?
• Tweet questions to @LikeableMedia,
@Moontoast or use the hashtag
#SocialAds
• Ask questions on Likeable’s Facebook
page at fb.com/LikeableMedia
• Use the chat bar in GoToWebinar to ask
questions!

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Meet

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Timeline

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Meet Likeable’s Clients

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Meet

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Who is Moontoast
 2013 Facebook PMD Innovation Award Winner for
Social Rich Media
 Strategic partner exclusively focused on Social
Interactive Advertising and recognized by AdWeek,
TechCrunch, Mashable, AllFacebook, and others
 Responsive Ad Technology to provide the best user
experience
 Ecosystem of Partners for email, data, targeting,
technology, commerce, & ad buying
 Social Rich Media Expertise with big brands
Social Interactive Advertising Platform for the Enterprise

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Trusted by Top Brands Around the World

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Approaching Facebook Advertising

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What Sets Facebook Apart?
• 180 Million Monthly Users in the USA
• 136 Million Monthly Users on Mobile in the USA
• Mobile users spend 1 out of 5 minutes on Facebook
• Average time spent per Facebook visit is 20 Minutes
• Paid efforts to effectively reach and target these users has
improved dramatically in the past year

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What Sets Facebook Apart?
• Paid efforts to reach these users is becoming better and better
by the month
• Targeted Reach – constantly adding improved targeting
• Deep Engagement – better visual formats in the News Feed
(particularly on mobile) and ability to enter the News Feed of non-
fans has benefited advertisers
• Social Rich Media – Facebook has optimized for brands to use
Rich Media ad units in the News Feed across devices

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The 7 Step Approach
Marketing Objectives → Generate the right response
Targeting→ from the right people
Ad Placement→ by showing them
Creative→ the right message
Campaign Set-Up→ efficiently
Buying
Measuring→ with demonstrable results

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The Facebook Ads Process

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First Things First: What’s the Marketing Objective?
• Increase sales in store/online or acquire new customers in
store/online
• Launch new product/brand
• Increase product/brand awareness
• Drive loyalty
• Drive app installs

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Overview of Targeting Capabilities
• Standard Audiences
• Custom Audiences
• Lookalike Audiences

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Standard Audiences

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Partner Categories
• Reach people on Facebook based on 3rd party data of their offline
activities

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Custom Audiences
• Reach your specific customers at scale by targeting your lists

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Lookalike Audiences
• Find more people who look like your best
customers
• Further qualify the Lookalike audience by
layering additional targeting
(Demographics, location,
interests/lifestyle, 3rd party data)

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Segment Your List
• Target subsets of your custom audience. Examples:
• Prospects vs. Customers
• Key dates (renewals, birthdays, etc.)
• Create specific Lookalike Audience segments. Examples:
• People who bought your product in the last 3 months
• People who spent the most on your products last holiday season
• People who don’t ever open your newsletter

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Facebook Ad Placement Options

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Placement: The Desktop News Feed
• Great for off-site conversions

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Mobile News Feed
• This is the best placement for
overall brand awareness and
post engagement

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Right Hand Side
• The cheapest real estate on
Facebook (lowest CPM)

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Summary of Placement Options

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Ad Types & Placements

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Facebook Ads & the Holiday Season

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Holidays and the Social Media Landscape
• In 2012, nearly 1 out of every 3 consumers (29%) used social
to inform a gift purchase leading up to the holidays
• Social media is the #3 resource for holiday gift research and
recommendations
• 62% of social shoppers make a holiday gift purchase as a direct
result of an interaction they had on a social network

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Page Post Link Ads Upgrade
What once was lost…
Now is found…

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Page Post Link Ad Opportunity
• People click on images more than
anything else on Facebook
• Now instead of seeing a full-size
image when they click, consumers
are sent to your site
• However, many brands are still using
the old “work around” to drive web
traffic – posting a photo with a link
within the text prompt

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Measure True ROI with Conversion Tracking
• Create an offline pixel and start optimizing your ads for web
conversions

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Unpublished Page Posts
• Here’s a small list of reasons to be using Unpublished Page Posts
this season:
• To show special offers to specific Facebook Custom Audiences – can
be a powerful technique for driving sales during holidays
• To test different creative on a smaller scale before using the best
performing messaging as a fully promoted regular Page Post
• Drive engagement & conversions at scale without clogging your
current fan bases’ News Feeds
• To have the ability to post to mobile or desktop only

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Social Rich Media
• Explosive growth Social, Mobile, Video
• Value cost is advantageous in digital advertising versus TV at scale
• Interactive advertising supports the entire path-to-purchase to maximize
ROI
• Innovation with interactive
advertising is creating unique
opportunities in social to
leverage the news feed (e.g.
location-based services,
OpenGraph stories)

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Social Rich Media Ads Target Audiences Along Consumer Journey
Awareness
Lead
Generation
Preference Shopping Experience Endorsement
• Interactive and transactional rich media experiences which engage social
consumers throughout the entire path-to-purchase journey within the social
context.

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• Align user functionality and calls to action with
business KPI’s
• Optimized for mobile devices, social channels
and are embeddable
• Can be promoted via media buy
Interactive Rich Media Ad Units – Responsive
Interactive Rich Media Ads
Interactive ads can be distributed at
scale on major social channels like
Facebook and Twitter, across multiple
device types responsively.

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Free Resources

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Free Resources

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Free Resources

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Marcus Whitney
@marcuswhitney
@Moontoast
Tim Bosch
@timmybosch
@LikeableMedia
Questions? Feedback?
Grand Prize!