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Driving success on Facebook Exchange (FBX) Josh Butler, Head of FBX Partnerships | July 25, 2013
*Source: comscore 2011 study
US display impressions*
live markets
directpartners
Partnerships
Users
The Facebook marketing journey
2006
Sponsored Stories
(no social content)
2007
Facebook AdsFacebook Pages for BusinessBeacon
Become a Fan Button
2009
Like Button
2011
SponsoredStories
2012
Ads inNews Feed
2013
CustomAudiences
SOCIAL
MARKETIN
G
Awareness
FBX: One element of a marketing platform
Loyalty
Consideration
Conversion
Geo, Demo, InterestSocial (Fans & FOF)Custom AudiencesGeo, Demo, InterestSocial (Fans & FOF)Custom AudiencesFacebook ExchangeCustom Audiences
Facebook ExchangeCustom Audiences
Objectives BrandDirect response
Social
Direct response (offsite)
Targeting Facebook Data
Custom Audiences
Offsite Cookie Data
Optimization CPC, CPM, oCPM Real-time CPM
Buying Channels DirectPMDs
DSPs / RetargetersSome PMDs
Placements Right-hand sideNews feed desktopNews feed mobile
Right-hand sideNews feed desktop
Comparing Facebook ads interfaces
32%of all online
users reachable via FBX
Success Stories 15%
higher ROI than traditional ad
networks
3xclick-to-conversion
rate than other sources
Delivering on the promise
Marketers with strong direct response objectives
Marketers who have strong web traffic
Choose the right marketer
• FBX is not for “social” campaigns
• FBX is not for building fans/engagement
• FBX is for driving offsite objectives using offsite data
Choose the right objectives
Direct Response
Fan Building
Social
Optimize for performance
Bid
CreativeRotate your creative, use strong CTAs.
Start high and work downwards.
MeasurementLast click vs multi touch attribution.
Objective Choose measurable, meaningful objectives
FrequencySeparate and higher than other RTB campaigns
Targeting Leverage data that only exists outside Facebook.
• After launching on FBX, Dominos achieved its lowest ever cost-per-sale for an RTB ad campaign
• Achieved 62% lower cost-per-sale than search ads for mid-funnel customers (unbranded searches)
Case Study: Domino’s
Case Study: Global insurance provider
• Goal: Lead generation and customer acquisition
• 1/2 the CPA remarketing on FBX vs. non-FBX media
• 1/6 the CPA prospecting on FBX vs. non-FBX media
FBX Update: News Feed
Scale performance with newsfeed
197%increase in ROI
compared to standard
domain ads*
22xengagement vs. standard
display
Source: *Nanigans, **Adroll
Optimize it like new inventory
Extend the same display budgets
Use for direct response goals only
Continue to leverage RHS
Expect to bid significantly higher
Truths and myths
Don’t expect same CPMs & CTRs
Don’t focus on organic and viral side effects
Qualified DSPs and Retargeters on Newsfeed
All Qualified DSPs and Retargeters
Going beyond the test drive
• Let performance drive budget
• Think display not social
• Combine with other Facebook solutions
• Choose the right PMD and FBX partners
Monthly active users
Questions?