1. The Truth About Facebook Ads
& the Facebook IPO
Q&A Webinar
Jason Keath Justin Kistner
Social Fresh Webtrends

2. #FacebookIPO
Q&A Webinar
Jason Keath Justin Kistner
Social Fresh Webtrends

3. High P/E Is Normal

4. "Thanks to Advertising Age, we now
know why General Motors pulled all of
its paid ads from Facebook: The
automaker wanted bigger, flashier ad
formats than the social network was
willing to provide.”
— Forbes

5. Facebook Ads Work Just Fine

6. Our Approach: Webtrends
Performance Social Marketing
Four foundational best practices that make Facebook
advertising efficient enough to be profitable:
1. Use many highly targeted ads, not one big reach ad
2. Target ads to fans for conversion. They click 7X more
on ads than non-fans, which means cheaper CPC
3. Link ads to Facebook apps instead of websites
because they get at least 2X the conversion rate
4. Refresh creative regularly because CTR tends to peak
within 72 hours

7. Facebook Is Doubling Down
On Mobile

8. Mobile Means Lower ARPU
to Facebook

9. Credits Also Seeing Growth

10. #FacebookIPO
Q&A Webinar
Jason Keath Justin Kistner
Social Fresh Webtrends