LEARN HOW TO GROW YOUR AUDIENCE

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LEARN HOW TO GROW YOUR AUDIENCE

ETIENNE ALCOUFFESALES MANAGER @EFFILAB

@ETIENNEAF

Facebook  Ads:  Learn  how  to  grow  your  audience

You  need  a  team  of  pay  per  click  (PPC)  experts  and  we  have  a  team  of  30+  consultants.  We  make  it  our  priority  to  deliver  high  quality  strategic  recommendations  and  management  

services  in  order  to  drive  optimal  account  performance.

KEY  FIGURES

40+ 50  

million  €  in  advertising  spend  under  management

7SEM  SMO  

Consultants  

Countries  covered

● Specialized  in  AdWords  &  Facebook  Ads  

● Created  in  2008  

● International  presence  

● Performance  based  advertising  

● Conversion  optimization  

Why  Facebook  ?  

The  best  place  for  your  business  to  connect  with  real  people.

1 • Facebook for Business • History

Facebook  is  about  people,  stories  and  connections.  

1 • Facebook for business • Mobile

Mobile  is  the  closest  you  can  be  to  your  customer  throughout  the  day.

1 • Facebook for business • Why Facebook ?

As  a  marketer,  you  can  use  Facebook  to  target,  engage  and  drive  business  results.

20M users per day.

14 times per day per

user.

11% of

the time spent on the

computer is spent on FB.

What  can  you  use  Facebook  for?  

Advertising  objectives  and  placements.

2 • Getting started with Facebook Ads • Objectives

Sales / Registrations App Install Likes Leads

Create  campaigns  based  on  your  business  objectives.

2 • Getting started with Facebook Ads • Placements

Use  News  feed  ads  to  reach  your  target  audience  and  decrease  your  cost  per  action.  

News Feed Desktop

News Feed Mobile

How  can  you  reach  a  relevant  audience  ?  

Targeting  options.

3 • Targeting • Audiences

Leverage  Facebook  to  get  known  and  to  sell.

Brand  awareness Custom Audience

-­‐

+

Remarketing

Fan Pages

Interests

Targeting options

Lookalike Audience

Demographics

3 • Targeting • Demographics

Use  demographic  targeting  to  drive  cheap  clicks.How  does  it  work?  • You  can  segment  and  target  Facebook  

users  based  on  demographic  data.  

Advantages  • You  can  adapt  your  message  based  on  

precise  sociodemographic  criteria.  

• Lamaloli  is  a  Children  and  baby  clothing  website.  Lamaloli  can  target  40  year  old  parents  for  example.

Age

Gender

Location

Relationship

Education

Work

Home

3 • Targeting • Interests

Target  interests  to  reach  qualified  users.How  does  it  works?  

• Facebook  identifies  users  with  a  specific  interest.  

Advantages  

• Enables  you  to  target  users  based  on  their  values  and  interests.  

• You  advertising  ROI  increases.  

• Chictypes  is  a  men’s  clothing  service.  Chictypes  can  target  users  with  the  following  interests:  fashion,  style,  casual.  

Audience Facebook

Audience ciblée par intérêts

3 • Targeting • Fans

Target  your  fans  in  order  to  promote  your  products.How  does  it  work?  • Identify  users  who  liked  your  page  on  

Facebook.  

Advantages  

• Enables  you  to  target  users  that  already  experienced  an  interaction  with  your  brand,  products  and/or  services.  

• The  act  of  liking  your  page  demonstrates  interest  for  your  brand.  Therefore,  the  advertising  is  not  perceived  as  intrusive  but  actually  welcomed  by  a  user  that  wants  to  stay  in  touch  with  your  brand.  

• Hugo  Boss  can  target  its  large  Facebook  community  (+7M)  and  increase  user  engagement.

3 • Targeting • Lookalike

Use  lookalike  audiences  to  reach  more  relevant  users.

natalie.jones@mail.com

melanie.cole@mail.com

michel.smith@mail.com

anna.parz@mail.com

Client database

Facebook database match

Lookalikeaudiences

Efficient targeting

Engage or re engage

Target your best customers

Convert prospects

3 • Targeting • Remarketing

Push  your  website  audience  down  the  sales  funnel.    

• A  user  is  looking  for  an  apartment  to  rent  in  the  9th  arrondissement  on  seloger.com

• Seloger  can  target  this  user  on  Facebook  and  serve  him/her  a  dedicated  Ad.

How  does  it  work?  • Identify  users  that  visited  your  website  or  

specific  website  pages  and  target  them.  

Advantages  

• Target  people  that  are  about  to  act  on  your  website.    

• Achieve  a  lower  cost  per  conversion.  

 

Your visitors Visitors of a specific URL

Facebook

Ad 1 Ad 2

3 • Targeting • Custom Audience

Consistently  interact  with  your  CRM  database.    

• Abercrombie  &  Fitch  segments  its  CRM  database  in  order  to  identify  top  purchasers.  

• The  brand  can  create  custom  offers  for  this  very  profitable  segment  with  Facebook  Ads.

How  does  it  work?  • Match  your  CRM  data  with  Facebook  users.  • Facebook  compares  the  emails  or  phone  numbers  

you  import  to  its  database  and  associates  them  to  a  Facebook  user  ID  when  possible.  

Advantages  • Enables  you  to  target  clients  or  prospects  acquired  

elsewhere  on  Facebook.  • Increase  your  clients  loyalty  to  your  brand.  

E-­‐mails  de  sa  base  clients

Utilisateurs  de  FacebookClients  sur  

Facebook

Messages Spécifiques

What  ad  format  should  you  use?  

Advertising  formats  &  objectives.

4 • Ad formats • Right Hand Column

Increase  your  visibility  on  the  right  hand  column.

• New  Engaging  format:  only  two  ads  appear  on  the  right  hand  column.  

• No  cap  on  impression:  you  can  generate  a  large  volume  of  clicks.  

• This  format  can  be  useful  to  build  your  brand  and  drive  clicks  and  conversions.  

Generate  traffic  and  conversions  on  your  website.

Description

Ad  creative

Call  to  Action    

(Learn  more,  buy...)

• The   CTR   is   higher   with   a  «  Learn  More  »  CTA  

• The   ad   without   a   CTA  generated   45%   more  conversions.    

• A/B  test  call  to  actions

4 • Ad formats • News feed

Showcase  several  products  at  once.

• Your  CTR  will  generaly  be  higher.  

• Create  a  story  with  your  healines  

• An  story  generates  more  clicks.  

=>  Users  want  to  know  more  !

This  format  is  useful  to  personalize  each  landing  page.  People  love  and  engage  with  stories.  You  ads  come  to  life  !

4 • Ad formats • News feed carousel

You  Facebook  for  direct  response  and  branding.

Carousel  Ad  (desktop)

Video Ad  (desktop)

Create  engaging  video  ads  to  tell  a  story.  Build  an  audience  of  viewers  and  remarket  them  cross  device.

4 • Ad formats • Video ads

Acquire  leads  directly  within  Facebook.

Lead Ad (Mobile)

The  lead  ad  format  was  recently  launched  by  Facebook   in  France.  You  can  use   it   to  capture   users   information   without  redirecting   them   to   a   landing   page  outside  Facebook.  

Results   are   very   encouraging   with   lower  CPAs  and  more  qualified  leads.

Lead  ads  enable  you  to  acquire  up  to  18  customized  fields  that  are  automatically  populated  with  Facebook  data.  You  can  also  add  3  additional  questions  if  you  want  to  further  qualify  the  lead.

4 • Ad formats • Lead ads

From  average  to  extraordinary  results.  

Tips  and  tricks.

5 • Tips and Tricks • Driving online traffic from Facebook

These  are  Facebook’s  recommendations  for  acquiring  customers  or  remarketing  to  existing  users.

Targeting Ad  units Bid  Types Measurement

Acquiring  new  customers

-­‐ Core  Audiences  

-­‐ Custom  Audiences  

-­‐ Lookalike  Audiences

Link  ads  in  News  Feed

-­‐  Optimized  for  conversions  

-­‐  CPC

Conversion  Pixel

Remarketing  to  existing  customers

-­‐ Custom  Audiences  

Link  ads  in  News  Feed

-­‐  Optimized  for  conversions  

-­‐  CPC

Conversion  Pixel  

5 • Tips and Tricks • Structuring your account

Organize  your  account  for  maximum  efficiency.

5 • Tips and Tricks • Budget allocation

Allocate  your  investments  according  to  your  objectives  and  business  results.

Similar to your website visitors

Client database

Website visitors

Interest (fashion, sport)

Monthly  Acquisition  Budget:  5  000  €

1500  € 750  €

1500  €

750  €

Monthly  Branding  Budget:  500  €

Thank  you  !

SEE YOU SOON!

LOVE.

THEFAMILY.CO___

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