The document provides tips for using Facebook ads effectively based on case studies of advertising campaigns. It begins with an overview of Facebook ads and their projected growth. It then discusses types of Facebook ads and strategies for managing large ad campaigns, including outsourcing management. Several case studies are presented that demonstrate lessons learned, such as targeting audiences well, driving intuitive actions, engaging existing fans, using mobile ads, highlighting visual assets, and amplifying engaging content. The document concludes with advertising trends and tips for success with Facebook ads.

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8 Golden Rules for Sure-Fire
Success with Facebook Ads

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what we’ll cover
The state of Facebook ads
Types of Facebook ads
How to manage large social ad campaigns
Case studies
Questions?

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About your presenters
Bio stuff:
• @arikhanson
• Will work for food
• Jeans+Jacket
• Go KU
Bio stuff:
• @mrdolson
• Works for top agency in MSP
• Red pants!
• Go Mizzou

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The State of
Facebook Ads

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First things first…you might have noticed
Facebook ain’t exactly “free” these days.

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Social ads are projected to be 19.5% of total ad
spend by 2017

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Average spend breakdown, by channel
57% 13% 13% 15%

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Social ads are an efficient content amplifier
Organic Impressions 200% Increase
w/ Paid Media

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Stated objectives of social media advertising
Branding: 45%
Direct: 16%
Both: 45%

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Facebook lingo overload

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Types of
Facebook ads

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• Where it shows up: News feed,
right-hand side of page, or in
search results.
• Why you use it: Spur page likes,
engagement or traffic to off-domain
URLs.
• Suggested metrics: likes,
comments, shares, impressions,
page views.
Page post ad (most common)

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• Where it shows up: Right-hand
side, news feed
• Why you use it: To spur page
likes
• Suggested measurement: Page
likes, cost-per-click
Page like ad (second most common)

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• Where it shows up: News feed
• Why you use it: Promoting to existing
fans and friends of fans (also cheaper
than other options)
• Suggested measurement:
Impressions, engagement
Promoted post

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• Where it shows up: News feed
• Why you use it: Gain new page likes
by showing friends which friends
have interacted with your posts.
• Suggested measurement: new page
likes, impressions
• Sunsetting in April
Sponsored stories

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• Where it shows up: mobile news feed
• Why you use it: retarget consumers
who have visited one of your web
destinations
• Suggested measurement: clicks,
conversions
FBX (retargeting)

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• Where it shows up: News feed
• Why you use it: drive downloads of
mobile apps and use of Facebook
apps
• Suggested measurement: clicks,
conversions
Mobile download ads

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• Where it shows up: can be used on
all ad types
• Why you use it: Segment your
audience based on existing customer
database information
• Suggested measurement: depends
on ad type
Audience matching

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How to Manage
Large Facebook
Campaigns

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When to look for help
• Depending on your organization or agency structure, it might be the most efficient use
of time and dollars to engage a social ad vendor
• Minimum spend for looking to engage an ad partner is around $15K/three months

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Advantages to outsourcing ad management
• Frees up your hours for strategy, analysis and optimization
• Automates the A/B process, which is otherwise manual and time-consuming
• Often gets you early access to new ad units
• If you don’t spend enough money to get the attention of your Facebook rep, they can
help

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Case study #1

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What was our approach?
First: understand the value of a Meijer Facebook fan
Drive registrations in Meijer’s digital loyalty program (Primary goal)
Test the digital to in-store efficacy of Facebook ads

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Lesson #1: If you know
your audience, target the
hell out of them.

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What worked, what didn’t?
Using Meijer’s existing customer
database to target loyalty members
and non-loyalty members allowed
us to tailor the distinct messages
appropriately

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Showing the product that was being
offered with an image outperformed
text-only posts 6-to-1 in terms of
engagement

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Sustaining the offer over multiple
days, and repeating the offer with
different products to test long-term
potential

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Lesson #2: If
you’re seeking an
action outside of
Facebook, make
sure the leap is
intuitive

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By the numbers
Set two new records for single-day traffic to loyalty site
At the end of the campaign, 75% of all coupon clippers
converted in-store
Nearly 75% of those customers purchased items in addition
to their free offer
New loyalty members increased at more than 230% of the
annual average
The new revenue brought in from new, lapsed and existing
customers means the campaign brought in almost twice as
much as it cost

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Case study #2

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What was our approach?
First: Build an audience on Facebook using page like and page post ads
Raise awareness for the Green Line opening in 2014.
Promote events along the Green Line as a way to drive interest in local businesses.
Build traffic and momentum for local businesses.

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What worked, and what didn’t
•Constantly shifting paid media strategies
•Started with page like ads—big impression numbers (1.5 million-plus for first five
months)
•Migrated to page post ads to drive engagement AND page likes
•Wound down campaign focusing on mix of page like ads (to fuel page growth) and
promoted posts (to spur engagement among existing fans)

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Page post ads focusing on unique restaurants
really spurred engagement—and that pride factor.

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Lesson #3: Don’t forget, your
existing fans are your BIGGEST
FANS. Evoke that pride with your
Facebook ads.

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Page like ads did the heavy lifting

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Promoted posts were cost-effective amplifiers

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Lesson #4: Build. Amplify. Engage.

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Still don’t think Facebook ads are worth it?
Still don’t think Facebook ads are worth it?

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By the numbers
Grew page from 170 likes to 5,308 in 18 months
17,723,702 impressions driven by Facebook ads.
19,421 post likes
1,359 post comments
Total spend: $15,944 (over two years; roughly $600-$800 per month)

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Case study #3

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What was our approach?
First: implement an always-on content amplification campaign
Drive awareness of Red Stamp and trial of its product (primary)
Grow Red Stamp’s fan base

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What worked, what didn’t?
Because Red Stamp is primarily
used in its mobile native app form,
our greatest success was targeting
users based on device.

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Lesson #5: if mobile
makes sense for your
brand, leverage
Facebook mobile ads

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Lifestyle content with beautiful images
drove a much higher CTR and
engagement percentage than product
ads
Retargeting site visitors with FBX ads
reminded lapsed or previous users of
the brand during a behavioral mindset
that made sense.

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By the numbers
Page post ads achieved CPC of $0.05 ($0.75 goal)
Page post ads achieved a CTR of 3.61 (72% higher than
goal)
App ads drove 17K downloads in two months
Cost of new app user 1/20th of ARPU

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Case study #4

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What was our approach?
First: Build an audience on Facebook using page like and page post ads
Drive traffic to BikeWalkMove.org—specifically to timely blog posts
Raise awareness for biking/walking among key audiences in Minneapolis/St. Paul
Solicit input/feedback from Facebook fans on key topics around biking/walking

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Lesson #6: Identify your best visual
assets—and plan Facebook ads
around them.

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WITH Facebook ad
support.
WITHOUT Facebook ad
support.

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Topic: Quicker to drive or
bike in the city?
Topic: More cost-effective to
drive or bike?

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Lesson #7: Amplify engagement-
focused posts to spike likes,
comments and shares.

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Lesson #8: Do your homework.
Give fans what they want.

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By the numbers
Grew page from 106 likes to 1,720 likes in 9 months
33,960,248 impressions
14,777 clicks
CPC: $.61
Spent: $8,983

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8 Tips:
•If you know your audience, target the hell out of them.
•If you’re seeking an action outside of Facebook, make sure the leap is intuitive
•Don’t forget, your existing fans are your BIGGEST FANS. Evoke that pride.
•Build. Amplify. Engage.
•If mobile makes sense for your brand, leverage Facebook mobile ads
•Identify your best visual assets—and plan ads around them.
•Amplify engagement-focused posts to spike likes, comments and shares.
•Do your homework. Give fans what they want.

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Trends/Upcoming Changes
Sponsored Stories sunsetting in April
“Creative” must get better
Need a stronger link from Facebook ads to offline sales
More page post ads—fewer page like ads
New call-to-action buttons on page post ads

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q + a

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