The Definitive Guide to Reaching Your Marketing Goals With

Facebook

October 2013

Facebook has evolved to become one of the most effective marketing platforms on the planet

Thinking of Facebook as only part of a social marketing strategy causes you to miss out on its major advantage over print, radio, and television

Facebook lets you reach an engaged audience at the right place, at the right time, with the right message

Shortly after Apple announced the iPhone 5s fans took to social platforms such as Facebook to voice their opinion of the new devices

T-Mobile took advantage of the opportunity by targeting mobile Facebook users in the U.S. (right place) just 24 hours after the announcement (right time) with the right message

This kind of targeting and dynamic marketing is not possible through traditional advertising channels

Facebook helps brands and direct response advertisers achieve measurable business goals

Recent changes to Facebook Ad products now focus ad units on clear marketing goals:

Mobile Engagement & Sales Boost conversion and reengagement of your mobile app

Awareness Create awareness about a new product announcement

Engagement Engage your community with dynamic owned content

User Acquisition Encourage new users to sign up for your product/service

Transactions Mobile App Installs Generate eCommerce sales and Drive installations for your incentivize offline purchases brands mobile application

Loyalty Deepen customer loyalty through remarketing

Goal: Mobile Engagement & Sales

Leverage deep links for specific promotions Mobile app ads lets advertisers link to customized locations inside apps for sales, promotion, or specific content Reengage existing users Take advantage of the Mobile App ad to connect with users who have already installed your app to make purchases or use the app again through the seven universal and vertical specific CTAs
Mobile Engagement & Sales Boost conversion and Integrate Facebook SDKs for iOS and Android reengagement of your mobile app By integrating Facebook SDKs youll be able to measure the

effectiveness of mobile app ads for any one of 14 predefined or custom events such as purchased or level achieved Mobile App Ad Calls-to-action include: Open Link Use App Shop Now Watch Video Listen Now Book Now Play Game

Goal: Build Awareness

Focus on Page Post ads and News Feed placement Share news and promotions using Page Post Photo, Video, Text, and Link Ads served in the News Feed Recommended Creative Keep headlines 90 characters or less and use compelling images sized 1200x900px with image ratios of 4:3 (Facebook will automatically resize) for HD displays
Awareness Create awareness about a new product announcement

Maximize your reach Leverage Page Posts with the highest engagement by amplifying their reach with paid ads

Page Post Link Ad

Page Post Like Ad

Page Post Photo Ad

Page Post Video Ad

Page Post Text Ad

Goal: Engagement
A/B Split Test Your Content Test various combinations of images, content, and deals before scaling to a wider audience Creative Tip Authentic images and video that are relevant to your audience will see the most engagement, not the images that best promote your brand
Engagement Engage your community with dynamic owned content

Diversify your posts In addition to images consider promoting video and text-only posts that prompt a response to keep things fresh and boost engagement

Page Post Like Ad

Page Post Photo Ad

Page Post Video Ad

Page Post Text Ad

Mobile App Ad

Goal: User Acquisition

Drive Installs directly to mobile and tablets Mobile App Install ads allow you to target users of mobile and tablet devices in order to encourage installations without ever leaving Facebook Leverage Open Graph for additional exposure Integrating your app with Open Graph allows in-app actions to be shared on Facebooks most visible asset: News Feed
User Acquisition Encourage new users to sign up for your product/service

Page Post Link ads can drive sales Page Post Link ads feature an eye catching 1200x627 image that will drive users to any landing page, allowing for high quality product showcases that lead directly to a sale

Mobile App Install Ad

Page Post Link Ad

Goal: e-Commerce Sales and Offline Purchases

Use Broad & Interest targeting liberally Segment your audience into many distinct groups and test the relevancy of your creative against each one, adjusting your messaging as you gather more data Leverage your existing CRM and 3rd party data Use Custom Audience, Lookalike Audience, and Partner Categories to target users youve already established a relationship with or who mirror your buyer personas

Transactions Generate eCommerce sales and Generate buzz with News Feed incentivize offline purchases

Place share buttons on post transaction pages to encourage buyers to share their purchase activity on News Feed

Domain Ad

Page Post Link Ad

Mobile App Ad

Goal: Mobile App Installations

Frictionless buying process Users with iOS 6 can now install an app from the app store without leaving their Facebook experience, which reduces friction in the buying process

Mobile App Installs Drive installations for your brands mobile application

Creative Optimization Customize images and text for each target audience group in order to boost your conversion and click-through rates

Downstream Measurements Understand ARPDAU, LTV, ARPU, 1 and 7-day retention, DAU/MAU and other metrics Mobile App Install Ad

Goal: Loyalty
Retarget abandoned carts FBX retargeting can be used to recapture users who leave your site or abandon their carts

Calls to action are key Use powerful language, sentence case, and strong calls to action in your Domain ads in order to drive visits back to your site
Loyalty Deepen customer loyalty through remarketing

Generate buzz through activity Leverage your Facebook Page to engage followers, make exclusive offers, and post relevant content that resonates with your market

Domain Ad

Campaign Tips
Refine your targeting Target >250K people per ad when starting to discover what creative and target audiences work best. Then hyper target the successful ads through segmentation and testing Always be testing Test 3-5 creative and copy options to see what works best. Dont forget to also test targeting groups, bids, and ad types Testing strategy: Vary ads Experiment with a 2-3 different themes around your creative and messaging in order to find what works best with each targeting group

Improve your targeting with broad categories, Custom Audience, and Lookalike Audience Broad categories allows you to target groups who have an affinity for your product or service, while Custom Audience lets you target those who are already buyers. Lookalike audiences mimic users similar to your current consumer base.
Target specific devices Target only one device in each ad in order to measure the effectiveness of a campaign on different devices. Keep ads fresh Creative that gets old or overused will decrease the ad's success. Keep an eye on performance and change these factors at least every two weeks to improve performance

Ampush is an ad technology company and Facebook Strategic Preferred Marketing Developer (sPMD) helping brands and direct response advertisers achieve performance at scale with Facebook Ads. Ampush delivers advertiser ROI with its fully managed ad technology (AMP Social Marketing Platform) across mobile and desktop native advertising platforms. Learn how our solutions can work for you at ampush.com

Facebook is a registered trademark of Facebook, Inc.