advanced advertising on facebook
DESCRIPTION
We are students of Great Lakes Institute of management, Chennai and this is our presentation on the advanced advertising feature on Facebook.TRANSCRIPT
Presents
Advanced Advertising With
Facebook Exchange
Power Editor Conversion
Tracking Lookalike Audience
Custom Audience
To reach and engage the target audience that matters to you among:
Tools to use:
Facebook Exchange
Ø These cookies are sent to mul2ple ad agencies in touch
with Facebook exchange.
Ø Based on the real 2me bidding , ads are placed on the
side bar / newsfeed on Facebook when the user visits
FB the next 2me.
Ø A retarge2ng tool that uses real 2me bid ads in
Facebook.
Ø Visitors to third party websites are marked with a
cookie and ads are shown in Facebook based on the
users’ browsing history.
Ø When the user visits third party websites, a cookie is
placed in his / her browser for each and every website
visit.
Power Editor
Ø A tool that helps businesses manage mul2ple
campaigns or a large number of crea2ves.
Ø Makes it easy to create, edit, manage and op2mize
ads, campaigns, and Page posts in bulk, across a
large number of different ad accounts and Pages.
Ø Adver2sers can use Power Editor to buy placements
in the news feed, the most engaging place on
Facebook.
Campaigns
Ad Sets
Ads
Ads
Ad Sets
Ads
Ads
Adver2sing Objec2ve
Set budget and schedule for each ad set and organize by audience segment
Audience who actually see your post
Create Ads
based on:
Demographics
Interests Workplaces
Buying Behaviours
You’re all set to manage manage mul2ple ads and bulk-‐edit
Conversion Tracking
Ø Track ROI of Facebook ads by repor2ng ac2ons users take aQer an ad is served
Ø Leverage op2mised cost per impressions to show
ads to people who are likely to convert off Facebook Ad Click
Website Visit
Website Conversion
Sales Team Process Order
Sales Data Input Back through Conversion Pixel
Know what every penny of your marketing budget is worth
Look-alike Audience
Ø Look-‐Alike Models are used to build larger audiences
from smaller audience segments to create reach for
adver2sers.
Ø They let you reach new people who are likely to be
interested in your business because they're similar
to your exis2ng customers
Custom Audience
Ø An ad targe2ng op2on that lets adver2sers find their exis2ng audience among people who are on
Facebook.
Ø The ‘ads create tool’ or ‘Power Editor’ can be used
to create a custom audience.
Ø Uses:
ü Target journalists, bloggers, employees of a
certain organiza2on
ü Retarge2ng
ü Target exis2ng customers
ü Exclude current customers and get new
customers
ü Target top customers
Ø Build larger audiences from smaller audience segments
Ø Manage different adver2sements and campaigns
Ø BeYer tool to measure response for your ads
Ø Large customer databases
Ø The company reached exis0ng customers who were on its email database with Custom Audiences, and also used website Custom Audiences
to retarget people who had visited its website.
Ø Website Custom Audiences help brands maximize conversions quickly by retarge2ng website visitors who didn't buy anything on a previous
visit, and don't require any audience segmenta2on.
Ø Sells affordable homeware, clothing, accessories and beauty
products
Ø Avenue86 wanted to use Facebook to reach its target audience of Malaysian women more effec2vely, find new
customers, drive traffic to its website and aYract repeat
business from exis2ng customers. It hoped to achieve a 10X
return on ad spend.
Ø The company primarily wants to re-‐establish contact with people who have already shown interest in a par0cular product or cancelled the
ordering process on Sixt's website, and to do so in exactly the place where they oQen go directly aQerwards—Facebook.
Ø Sixt used Facebook Exchange to renew contact with relevant people and successfully make a tailored offer to customers
Ø Germany's number one car rental firm
Ø Sixt had set itself the goal of effec0vely
structuring its retarge0ng ac0vi0es with
Facebook Exchange, winning back Facebook
users to sixt.de, and thus to making a hire car
booking.
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Networks: Birthday: Political: Religion: Hometown: Friends
KSM
Kee Harry
Nams Ki
Giri
Giri Varadarajan
Harini Sundararaman
Keerthi Purushothaman
http://in.linkedin.com/pub/harini-sundararaman/7a/71/3b
http://in.linkedin.com/pub/giri-v/a/114/587
http://in.linkedin.com/pub/keerthi-purushothaman/57/977/a57
Keerthi Siva Murugan
Kirtana Sornakumar
Namrata Venkatesan
Shrawan Kumar
http://in.linkedin.com/pub/namrata-venkatesan/a6/345/307
http://in.linkedin.com/pub/keerthi-siva-murugan-r/94/45b/6b7
https://www.linkedin.com/pub/shrawan-kumar
http://in.linkedin.com/pub/kirtana-s/a6/343/b37
Thank you!