Facebook Advertising Unveiled: Insights Into How Facebook Has Become The Go To For Digital | Seattle Interactive 2017
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Facebook has become a go-to platform for digital advertising due to its strong targeting capabilities, performance metrics like cost per action, and massive scale. It offers various ad formats like images, video, carousels and stories. While it can deliver awareness, traffic, engagement and conversions, advertisers must have a strategy for targeting, budgeting across platforms, and creative testing to improve results. Attribution and retargeting tools also allow measuring offline sales driven by online ads.
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Facebook Advertising Unveiled: Insights Into How Facebook Has Become The Go To For Digital | Seattle Interactive 2017
- 1. FACEBOOK ADVERTISING UNVEILED: INSIGHTS INTO HOW FACEBOOK HAS BECOME THE GO TO FOR DIGITAL
- 2. HELLO. Paid Social Media Director Add3 CHRIS OKROY
- 4. Social Media Brands Used Most Often
- 5. Social Media Brands Used Most Often Age 12-24
- 6. THE SOCIAL CHANNELS Pros Best in class targeting Strong performance (CPA) Tremendous scale Evergreen campaigns Pros Same targeting as Facebook Improvement w/ CPA campaigns Strong visual impact Pros Strong Reach Real-time integrations Cons Evergreen campaigns can struggle Cons Beginning to serve too many ads on timelines Cons Can struggle with CPA campaigns Smaller campaigns less effective
- 7. THE SOCIAL CHANNELS Pros Growing social app High engaged millennial audience Full screen ads Pros Best B2B coverage Highly targeted Microsoft partnership Pros Simplified targeting Best for consideration/intent Cons Very expensive CPC’s Serving issues Cons Analytics are lacking Ad platform not fully developed Cons Conversions can be difficult
- 10. PAY TO PLAY
- 11. 5 Million active advertisers on Facebook
- 13. 91% 1% the correlation between CTR and brand effects metrics of people who could buy a product but don’t click on your ads
- 14. Website Traffic CRM Lists Social Engagers Video Viewers 1ST PARTY DATA
- 15. What is a lookalike ? 1st party data can power your campaigns through lookalikes
- 16. Things You May Be Asking Yourself
- 17. How Should I Setup Targeting?
- 19. What Ad Types?
- 20. Creative Inspiration STOP THEM CONNECT WITH THEM INSPIRE THEM
- 22. Other Ad Types Messenger Collection Ads Slideshow Canvas Cinemagraphs / GIFs 360 Stories
- 23. What If My Budget Is ‘Smallish?’
- 24. Areas to consider when planning Budgeting TargetingCreative Geography Platforms
- 25. Where Is The Button To ‘Get Conversions?’
- 27. Room for Improvement AUDIENCE NETWORK ATTRIBUTION Interstitial Native Banner
- 28. Online ads driving offline conversions
- 29. Key Takeaways
- 31. Questions & Amazing Answers @add3com chris@add3.com
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- There to make money – the algorithm
- Expansion of FB – in the terms of targeting, placement, creative opportunities and extensions through IG, and their messenger app They keep evolving the platform and giving advertisers more options
- Expansion of FB – in the terms of targeting, placement, creative opportunities and extensions through IG, and their messenger app They keep evolving the platform and giving advertisers more options