Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
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Transcript of Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
Karel Tlusťák
REAL RESULTSin Facebook advertising
Can Facebook beat Google?
Facebook Google
30 % 19 %
Lead
GenerationConversion
rate
Agenda
• NATIVE FACEBOOK FEATURES (WCA2, bidding, Facebook SDK & app events, applinks, cross-devices remarketing)
• Platforms beyond Power Editor
• News in Facebook (audience network, local awareness, Atlas)
• Bonus (how to get free credit & ads API platform)
How to beat Google? WCA
57 %OF PEOPLE ARE
MULTISCREENING
cookie≠
user
Website Custom Audiences v2
Website Custom Audiences v2
Website Custom Audiences v2
Bidding
• all bidding types are transformed to eCPM
eCPM = bid/1000 * eCTR + quality score + pacing
• eCTR is calculated from more than 140 factors(object/domain/campaign/page/account history, creative, etc)
• pacing is keeping uniform ads distribution during the day
Use the bid type right
LookalikesWCA
Power of mobile APPs in FB
APP Events & FB SDK• Mobile App Ads for Installs
• Mobile App Ads for Engagement and Conversion
• Applinks
Cross devices remarketing
Platforms beyond Power Editor
• why Facebook has Ads PMDs?
• when to use PMD platform?
INSIGHTS
Predictive remarketing
Multi Product Ads
• 4 links
• 3 photos
• Sliding in mobiles
• Only via API
Facebook Google
0,92 % 0,73 %
E-commerce
Conversion
rate
Can Facebook beat Google?
News in Facebook - audience network
• Facebook‘s „AdSense“ program
• only on mobiles
How to advertise
How to publish there
News in Facebook – local awareness
• The best way to reach people near
your business
• only in US
• Type address -> set radius -> create
ad with CTA „get direction“
News in Facebook - ATLAS
• Bought from Microsoft in 2007
• Completely remade (originally required IE 6 with active X
• Launched in September
• For invited partners only
•Allows to place ads based on Facebook targeting outside of Facebook
People-based marketing
Cross-device
Online to offline measurement
People-based measurement
News in Facebook - ATLAS
News in Facebook - ATLAS
• Why Facebook bought Atlas?
- to expand the reach
- to gain more data
- to gain bigger ad
revenue share
• current
Facebook 8 % | Google 32 %
News in Facebook - ATLAS
Do you want free credit from Facebook?
How can Facebook support
Startups?
• get $20,000 or $60,000 in free tools
and services
developers.facebook.com/products/fb-start/
