#SocialAds

Your Guide to Social Advertisingfor the Holiday Season

Tweet this link to invite your friends! http://bit.ly/AdsWebinar

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Marcus Whitney Tim Bosch@MarcusWhitney

@MoontoastCo-founder & CTO

@timmybosch@LikeableMedia

Director of Media Planning

#SocialAds

What’s Inside?

• Meet Likeable

• Meet Moontoast

• Approaching Facebook Advertising

• Facebook Ads & the Holiday Season

• Q&A, Feedback, Grand Prize

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Have A Question?

• Tweet questions to @LikeableMedia, @Moontoast or use the hashtag #SocialAds

• Ask questions on Likeable’s Facebook page at fb.com/LikeableMedia

• Use the chat bar in GoToWebinar to ask questions!

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Meet

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Timeline

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Meet Likeable’s Clients

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Meet

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Who is Moontoast

2013 Facebook PMD Innovation Award Winner for Social Rich Media

Strategic partner exclusively focused on Social Interactive Advertising and recognized by AdWeek, TechCrunch, Mashable, AllFacebook, and others

Responsive Ad Technology to provide the best user experience

Ecosystem of Partners for email, data, targeting, technology, commerce, & ad buying

Social Rich Media Expertise with big brands

Social Interactive Advertising Platform for the Enterprise

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Trusted by Top Brands Around the World

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Approaching Facebook Advertising

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What Sets Facebook Apart?

• 180 Million Monthly Users in the USA

• 136 Million Monthly Users on Mobile in the USA

• Mobile users spend 1 out of 5 minutes on Facebook

• Average time spent per Facebook visit is 20 Minutes

• Paid efforts to effectively reach and target these users has improved dramatically in the past year

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What Sets Facebook Apart?

• Paid efforts to reach these users is becoming better and better by the month

• Targeted Reach – constantly adding improved targeting

• Deep Engagement – better visual formats in the News Feed (particularly on mobile) and ability to enter the News Feed of non-fans has benefited advertisers

• Social Rich Media – Facebook has optimized for brands to use Rich Media ad units in the News Feed across devices

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The 7 Step Approach

Marketing Objectives → Generate the right responseTargeting→ from the right peopleAd Placement→ by showing themCreative→ the right messageCampaign Set-Up→ efficiently Buying Measuring→ with demonstrable results

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The Facebook Ads Process

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First Things First: What’s the Marketing Objective?

• Increase sales in store/online or acquire new customers in store/online

• Launch new product/brand

• Increase product/brand awareness

• Drive loyalty

• Drive app installs

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Overview of Targeting Capabilities

• Standard Audiences

• Custom Audiences

• Lookalike Audiences

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Standard Audiences

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Partner Categories

• Reach people on Facebook based on 3rd party data of their offline activities

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Custom Audiences

• Reach your specific customers at scale by targeting your lists

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Lookalike Audiences

• Find more people who look like your best customers

• Further qualify the Lookalike audience by layering additional targeting (Demographics, location, interests/lifestyle, 3rd party data)

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Segment Your List

• Target subsets of your custom audience. Examples:

• Prospects vs. Customers• Key dates (renewals, birthdays, etc.)

• Create specific Lookalike Audience segments. Examples:

• People who bought your product in the last 3 months• People who spent the most on your products last holiday

season• People who don’t ever open your newsletter

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Facebook Ad Placement Options

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Placement: The Desktop News Feed

• Great for off-site conversions

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Mobile News Feed

• This is the best placement for overall brand awareness and post engagement

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Right Hand Side

• The cheapest real estate on Facebook (lowest CPM)

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Summary of Placement Options

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Ad Types & Placements

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Facebook Ads & the Holiday Season

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Holidays and the Social Media Landscape

• In 2012, nearly 1 out of every 3 consumers (29%) used social to inform a gift purchase leading up to the holidays

• Social media is the #3 resource for holiday gift research and recommendations

• 62% of social shoppers make a holiday gift purchase as a direct result of an interaction they had on a social network

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Page Post Link Ads Upgrade

What once was lost…

Now is found…

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Page Post Link Ad Opportunity

• People click on images more than anything else on Facebook

• Now instead of seeing a full-size image when they click, consumers are sent to your site

• However, many brands are still using the old “work around” to drive web traffic – posting a photo with a link within the text prompt

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Measure True ROI with Conversion Tracking

• Create an offline pixel and start optimizing your ads for web conversions

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Unpublished Page Posts

• Here’s a small list of reasons to be using Unpublished Page Posts this season:

• To show special offers to specific Facebook Custom Audiences – can be a powerful technique for driving sales during holidays

• To test different creative on a smaller scale before using the best performing messaging as a fully promoted regular Page Post

• Drive engagement & conversions at scale without clogging your current fan bases’ News Feeds

• To have the ability to post to mobile or desktop only

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Social Rich Media

• Explosive growth Social, Mobile, Video

• Value cost is advantageous in digital advertising versus TV at scale

• Interactive advertising supports the entire path-to-purchase to maximize ROI• Innovation with interactive advertising is creating unique opportunities in social to leverage the news feed (e.g. location-based services, OpenGraph stories)

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Social Rich Media Ads Target Audiences Along Consumer Journey

Awareness Lead Generation Preference Shopping Experience Endorsement

• Interactive and transactional rich media experiences which engage social consumers throughout the entire path-to-purchase journey within the social context.

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• Align user functionality and calls to action with business KPI’s

• Optimized for mobile devices, social channels and are embeddable

• Can be promoted via media buy

Interactive Rich Media Ad Units – Responsive

Interactive Rich Media AdsInteractive ads can be distributed at scale on major social channels like Facebook and Twitter, across

multiple device types responsively.

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Free Resources

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Free Resources

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Free Resources

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Marcus Whitney@marcuswhitney

@Moontoast

Tim Bosch@timmybosch

@LikeableMedia

Questions? Feedback?Grand Prize!