This document summarizes Facebook advertising best practices. It discusses targeting audiences across different platforms and formats, including newsfeed ads, sponsored stories, and page post ads. Optimization of ad formats, messaging, and spending is key to driving the lowest cost per fan or action. Case studies show how international campaigns for Nissan and a BBQ festival used detailed targeting, multiple formats and ongoing optimization to achieve engagement rates like a new fan every 6 seconds at a cost per fan 3 times lower than industry benchmarks. The document stresses knowing your audience, defining the right strategy, using adapted visuals and content, and continuously optimizing ads based on results.

1. FACEBOOK ADS
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2. Mountains
Me
Elvis
BBQ
Manon
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3. @sociallab #SMForum
@blackboxshots
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4. WE BUILD, ENGAGE AND AMPLIFY
YOUR BRAND'S SOCIAL PRESENCE.
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5. FIRST THINGS FIRST
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6. GENERAL MOTORS
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7. 7

8. 8

9. 2 TYPES
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10. Premium Marketplace
Premium Ads drive Marketplace Ads
brand impact drive action
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11. AD PROCESS
How people think it works
Facebook Credit Mark’s Bank Hopefully the
Magic
Account Card Account right results
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12. AD PROCESS
How it actually works
Brief Proposal Implementation Analyzing Optimization Analyzing Optimization Reporting
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13. 2 CASES
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14. 14

15. 15

16. WHO IS YOUR AUDIENCE?
BBQ Festival
Soccer
Students Fans Joe Piler Girls
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17. FROM WIDE TO DETAIL TARGET
Reach&
18-35
Soccer
BBQ
Festivals
Performance&
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18. AND HOW ARE WE REACHING THEM?
Ad
Newsfeed
Ad
Tab with promotion
Ad
Post
Sponsored
Stories
Page Post
Ad
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19. ADAPTED CONTENT
adapted visual
adapted copy
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22. 90% of users trust
Benjamin is spreading friend’s recommendation.
the word. Not the brand.
Friends are the N°1
source of recommendation*
* Nielsen 2011
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23. RESULTS
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24. 70% OF THE TARGET GROUP
HAS BEEN EXPOSED 5X TO
THE BRANDED CONTENT
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25. More than 44 million
branded impressions served.
Even, in the newsfeed.
CTR
7%
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26. CTR is 3 times higher
than the average of the sector.
CTR
Jupiler
Benchmark
Time
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27. CPC is 3 lower higher
than the average of the sector.
CPC
Benchmark
Jupiler
Time
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28. 2.700 PEOPLE
SHARED THE PROMOTION
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29. 29

30. BRIEFING
1.000.000 fans

31. KEY ELEMENTS
International Format Message Timing
Campaign Mix Optimization
Nissan France
4 weeks
to reach
1 million fans
Inline Fan on Facebook
+60,000,000
FB users targeted
5 countries Sponsored Stories

32. AND HOW ARE WE REACHING THEM?
Ad
Sponsored
Ad Stories
Welcome Tab
Ad
Sponsored
Ad Stories
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33. GENDER DIFFERENCES
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34. COUNTRY DIFFERENCES
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35. TWO FORMATS
Inline Fan
90% of users trust
friends recommendation.
Friends are the N°1
source of recommendation*
Sponsored Stories * Nielsen 2011
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36. OPTIMIZATION
AD O AD O AD
P P
T T
AD I AD I AD
M M
I I
AD AD
Z Z
A A
AD T T Results: The best working
I I
ads at the lowest CPF
O O
AD N N
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37. !0,70!€!!
!0,59!€!!
!0,60!€!! !0,53!€!!
!0,50!€!!
!0,37!€!! !0,36!€!!
!0,40!€!! !0,35!€!!
!0,31!€!! !0,30!€!!
!0,27!€!! !0,27!€!! !0,27!€!! !0,26!€!! !0,26!€!!
!0,30!€!! !0,24!€!! !0,24!€!! !0,24!€!!
!0,22!€!! !0,21!€!!
!0,20!€!!
!0,17!€!!
!0,20!€!!
!0,10!€!!
!-!!!€!!
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37

38. RESULTS
38

39. YEAH
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40. EVERY 6 SECONDS...
... somebody liked the page.
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41. AT A REALLY LOW PRICE
cost per fan 3 times lower than the sector’s average
CPF
Benchmark
Ice Watch
Time
41

42. Cost Per Fan
0,27€ 0,28€ 0,28€ 0,30€ 0,30€
0,31€ 0,31€ 0,32€ 0,39€ 0,39€
0,42€ 0,42€ 0,51€ 0,65€ 0,66€
0,66€ 0,67€ 0,90€ 0,98€ 1,12€
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43. 4 WEEKS OF DAILY PRESENCE
+450 million
impressions on the target group
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44. 44

45. LEARNINGS
1. know your target group
2. define the right strategy
3. create adapted visuals and content
4. optimize, optimize, optimize
5. learn from your results
45

46. It’s the girl from
@sociallab #SMForum “call me maybe”
46

47. Questions?
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48. slideshare.net/sociallab
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