Jay Hawkinson, SIM Partners

Facebook Ads:

Best Practices On The

Maturing Platform

#SMX #13B

@SIMPartners

Meet your presenter

Jay Hawkinson

Partner at SIM Partners

Twitter: @sleestakk

Jay has 20 years of digital sales,

marketing and merchandising

experience including more than 15

years focused in the search space.

Jay currently oversees social

media, mobile and emerging

technology at SIM Partners.

CH-CH-CHANGES

HUNKY DORY

#SMX #13B

@SIMPartners

Facebook: The Ever Changing Platform

Facebook Announces Major News Feed Overhaul

Facebook News Feed Algorithm Updates

More Facebook News Feed Algorithm Updates

New Features for App Ads

Facebook Updates Ad Buying and Reporting Tools

Facebook Updates Page Insights

Facebook Announces Retargeting Capabilities (In Testing)

Custom Audiences Updated and Now Available in General

Ads Manager

2013

MARCH 7

AUG 6

AUG 23

OCT 1

OCT 8

OCT 9

OCT 15

OCT 23

#SMX #13B

@SIMPartners

#SMX #13B

@SIMPartners

News Feed Update: Larger Images

Which means your

ads can feature

larger images too… 400x150 px

Page Like Ad in Newsfeed:

Page Post Ad in Newsfeed:

400x400 pxFacebook recommends using images

that are 1200x627 px as a

general rule of thumb for all ads.

Facebook will automatically resize

them for the ad type.

#SMX #13B

@SIMPartners

News Feed Update: Your Choice of Feeds

• All Friends Feed

• Music Feed

• Photos Feed

• Following Feed

• Groups Feed

• On This Day Feed

• Custom Feeds

• ...and more

#SMX #13B

@SIMPartners

Algorithm Update: Over 1000 Factors

Does the

fan base for the

Page overlap with

other known high

quality pages?Is the

Page’s profiles

complete?

How frequently

is content from this

Page reported as

low quality?

How timely and

relevant is the

content?

Is the content

genuinely interesting?(no more begging for

likes and shares!)

Is it quality content

(receiving lots of

likes and shares)

particularly by the

user’s friends?

Has the user

engaged recently

with this Page or with

similar content?

Facebook

Introduced Over

1000 Factors to their Newsfeed

AlgorithmSource: Facebook

#SMX #13B

@SIMPartners

Emphasis on High Quality Content

#SMX #13B

@SIMPartners

Ads Manager Updates: Multiple Photo Upload

• Multiple Image Uploads – makes it easy to create and test ad variations

Takes copy and

creates separate

ads for each image

#SMX #13B

@SIMPartners

Ads Manager Updates: Objective Based Ad Buying

and Reporting

• Facebook reduced their number of ad offerings and simplified the ad

creation process by introducing objective based ad buying and reporting.

What do you

want to

accomplish

with your ad?

#SMX #13B

@SIMPartners

New Targeting Capabilities: Retargeting

• Facebook announced that retargeting will soon be available directly

through Facebook.

#SMX #13B

@SIMPartners

Every time someone

visits their Newsfeed

there are on average

1,500 potential

stories Source: Facebook

With all of that noise,

how can you make sure

your ad is noticed and

engaged with?

#SMX #13B

@SIMPartners

You better,

you better,

you BEST PRACTICES

#SMX #13B

@SIMPartners

Best Practices are More Important than Ever

Be Relevant

Strong Calls to Action

Keep Ads Fresh and Engaging

Consider Your Image When Posting Content to Your Page

Fun Images and Content (Particularly for the News Feed)

Offers and Discounts

Localize Your Ads

#SMX #13B

@SIMPartners

Best Practices are More Important Than Ever

Incentive

Call to Action

Engaging Image

Social

Local Content

#SMX #13B

@SIMPartners

Localize Your Ads!

• Localize Your Ad Content!

• Studies show that local pages receive 5x greater reach

and 8x more engagement!

• More engagement = more frequent placement in users’

news feeds

http://www.mainstaypartners.net/

#SMX #13B

@SIMPartners

Some Inspiration

#SMX #13B

@SIMPartners

Let’s Take a Deeper Dive:

YOU’VE GOT

THE POWER…

POWER

EDITOR!

#SMX #13B

@SIMPartners

Power Editor: Where to Find It

#SMX #13B

@SIMPartners

Power Editor: Edit Multiple Ads at Once

#SMX #13B

@SIMPartners

Power Editor: Partner Categories

Target users via

Partner Categories

on Power Editor

Categories Include:

• Demographics

• Purchase Behavior

• Lifestyle

• Interests

and More

#SMX #13B

@SIMPartners

Power Editor: Create Custom Audiences &

Saved Target Groups

#SMX #13B

@SIMPartners

Custom Audiences in Practice

Prompt users

to login with

Facebook Save user IDs and

track what the

user purchases,

looks at etc.

Segment users

accordingly and

upload to

Facebook as

Custom Audiences

Target ads to users who

haven’t purchased in a

while, or on their

birthday, etc.

①

②

③

④

#SMX #13B

@SIMPartners

Power Editor: Specify Placement for Ads

Desktop Newsfeed

Ads Yield 14%

greater CTRthan RightRail Ads

Source: Adobe

On Mobile Newsfeed

Ads Generate 28%

higher CTRs

with 42% lower

cost-per-clicksSource: Adobe

THANK YOU!Jay Hawkinson

@sleestakk

@SIMpartners