Conversion Funnel check-in

Measure against your business objectives

Brand
Reach resonance Reaction

Did I reach the right Did I improve my brand’s Did I cause a customer
number of people and image and change the to act—to buy a product,
the right type of people? attitudes of customers? sign up for a service or
make a referral?
Average CPM by Media Type
 Explain Identify Frame Recommend
Each objective Needs and Put in context of the The solutions that
that we can drive challenges Facebook Story meet these needs
How do you define Direct Response in your own
words?
 Explain Identify Frame Recommend
Direct Response Needs & Challenges Facebook Story Facebook Solutions
Marketing
 Explain
Direct Response
Marketing
Direct Response Marketers want conversions

• Make a sale
(In-store or Online Sale)
#1 • Generate leads /
registrations
need (Website Conversions)
• Download an app / game
(Mobile App Installs)
Direct Response Marketing is designed to generate
an immediate response from consumers

• Cost per Order/Lead

Measures • Return on Spend
of (ROI)
success
• Cost per Conversion/
Acquisition
 Identify
Needs & Challenges
Characteristics of most Direct Response
Marketers

Results-
Analytical
driven

Digitally-
Iterative
focused
Four industries are major Direct Response
advertisers

eCommerce/Retail Financial Services

Gaming Travel
What eCommerce/Retailers care about

eCommerce/Retail Financial Services

Gaming Travel

Drive online sales

Drive In-store traffic
Sign up for a Newsletter
Capture customer information
What Financial services care about

eCommerce/Retai Financial
l Services

Gaming Travel

Lead Generation
Use for online banking through
apps
Upsell existing customers
Keep customers
What Gaming cares about

eCommerce/Retai Financial
l Services

Gaming Travel

Installs
Re-engagement
Generate revenue from in-app
purchases
What Travel cares about

eCommerce/Retai Financial
l Services

Gaming Travel

Driving Online Sales

Build user base
Reengage with different users
 • Hitting target cost per
conversion
• Finding the perfect target
• Balancing volume with
Challenges increasing cost per
conversion
• Measuring and showing value
for what they're doing
• Managing highly segmented
advertising creative
strategy
How does Facebook address these
needs/challenges, etc.?
Everything done with traditional
media,
can be done even better with
Facebook
 Frame
Facebook Story
 In a study of campaigns across different
platforms, cost per acquisition on Facebook is
on Average 68% lower than competitors
 Recap:
• DR marketing is focused on an eliciting immediate action from a customer

• DR clients are focused on Conversion and results

• DR clients often have a good understanding of their target markets

• Measurement is a key focus for DR clients

What are three benefits Direct Response
marketers get from Facebook?

Reach

Targeting / Real World Identity

Measurement
Recommend
Facebook Solutions
 Facebook end-to-end solutions

Bidding
Objective Ad Units Targeting Placement Measurement
/ Structure
 Facebook end-to-end solutions

Objective
Objectives in ad create tool and Power Editor
Facebook end-to-end solutions

Ad Units
Facebook end-to-end solutions

Targeting
3 ways to target your audience on Facebook

Core Custom Lookalike

Audiences Audiences Audiences
Sophisticated targeting with Reach the people you Find more people like your
unsurpassed accuracy already know best customers
Find people you already know
with Custom Audiences

Data you own Promote your products or

services on any device they
use Facebook

Current Woman 18–24 Man 30–34

customers

People who
visited your
website or
mobile app
Custom Audiences
Reach your specific customers or prospects at scale
How Custom Audiences work
People you know
Direct or through third-party

Email addresses
Phone numbers, iOS IDFAs People you know on Faceboo
Facebook User IDs, App User IDs Facebook k
People from your website
People from your mobile app

Matched targets
Find people who are similar to the
people you know Lookalike Targeting
with Lookalike Audiences

Data you
own

He’s on thepeople
And these market
for ajust
are carlike
insurance
him
Fans of And these
She recentlypeople
your Page purchased
are just like her

Your Custom
Audience
Facebook end-to-end
solutions
Bidding /
Structure
Creative and messaging

• Use powerful imagery

• Use succinct messaging that

promotes action
• Keep ads fresh by updating
creative on a regular basis
• Take your audience to
where they want to land
Creative: Contextual landing site

Make sure the landing page is in line with what the

viewer just clicked
Facebook end-to-end
solutions
Placement
Put your products at the center of
the experience
People check
News Feed

14X
per day 1 In-stream and
native

2 Designed for
action

3 Optimized for
conversion

Source: IDC, “Always Connected,” March 2013

Placement: News Feed versus Right Column

Desktop News Feed Mobile News Feed Right column (RHC)

Facebook end-to-end solutions

Measurement
Measure results across devices

Conversion SDK Third-party

pixel measurement
Current measurement challenges

Key challenge Facebook solution

Data is fragmented Cross-device: Facebook
across devices measures cross-device behavior
Current measurement challenges

Key challenge Facebook solution

Measurement solutions rely Accurate: Facebook measures
on proxies real people, not proxies
 Facebook end-to-end solutions

Bidding /
Objective Ad Units Targeting Placement Measurement
Structure
 Q&A
Expert in DR:
DEBRIE
F
How did it go?
What worked?
Outstanding questions?
Best Practices (not absolute rules)
 Facebook solution

Online sales and lead gen best practices

Optimization /
Objective Ad Units Targeting Interfaces Measurement
Bidding
• For Prospecting: Start
broad (demo, BCTs) and
• For basic needs:
layer in lookalikes from • For • For measuring
• For News Feed used Create Flow
custom audiences (website conversions: facebook across
(mobile and
and email) use oCPM for devices: use
desktop): used • For more
conversions Conversion Pixel
Driving Online Link Page Post customization:
• For Retargeting: FBX, (requires
Sales or Lead Ads use Power Editor
Custom Audiences (website Conversion • For measuring
Gen
and email) Pixel) across publishers:
• For RHS • For more
use 3rd party
(desktop): use sophistication /
• For Remarketing (cross- • For clicks: use click/view tags
Standard Ads customization:
selling, up-selling): CPC (including Atlas)
use API
Custom Audiences (website
and email)
Creative: Include a Call to Action and quality
Image
• Give the viewer a reason to
click your ad: Use Call to
Action buttons

• The image will be the most

noticeable part of your ad,
so where possible let that
tell the story

• Use the text to expand on

your message and highlight
the call to action
Creative: Include a Call to Action and quality
Image
• Give the viewer a reason to
click your ad: Use Call to
Action buttons

• The image will be the most

noticeable part of your ad,
so where possible let that
tell the story

• Use the text to expand on

your message and highlight
the call to action
 Installs Engagement

App engagement: Optimization

Point to the ad that would most inspire you to play this game
Creative: Other best practices
(http://fbrep.com/research/Facebook_study-Democratizing_ad_ratings.pdf)

Text
Dos:
• Mention the product name in the title (increase conversions by 63%)
• Mention prices in the body of the ad (increases conversions by 2x)
• Call for Action on the body (increase conversions by 35%)
• For apparel: discounts and freebies (free shipping/ gift wrapping) increase conversion by 2x

Don’ts:
• Call for Action in the title of the ad
• (Except for apparel) Focus on discounts- decreases conversions by 15%

Image:
Dos:
• Use the product at the center (increases conversion by 54%)

Don’ts:
• Text overlay on any image
• Tilted shots of products (decreases conversions by 40%)
Creative: Refresh your campaigns

• Refresh your campaigns every 2-

3weeks
• Most good ads will have
consistent ad performance for ~
week
• Changes/ updates the text, image
or targeting count as refreshes
• To measure performance of new
creative:
• Create new ads so that you can
report most accurately