The document discusses changes to Facebook advertising in recent years. It notes that only 16% of content is seen by fans and that Facebook wants advertisers to focus on creating engaging content to build large fan bases. It outlines several changes Facebook has made, including welcome ads, mobile optimization, audience targeting, and new formats like offers and search results. Case studies show lower costs-per-sale and better performance through Facebook's advertising exchange. Key takeaways encourage focusing on the newsfeed, creating great content, using fans to promote content, and optimizing campaigns.

1. State of Facebook Advertising
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

2. What we used to have…
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Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

3. This did not work too well:
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

4. Only 16% of your content is seen by your fans
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

5. What Facebook wants us to do?
Create Engage
Create Fan Drive
Compelling directly with
Base Conversions
Content your Fans
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

6. This year – Many Changes
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

7. Welcome Ads on Newsfeed
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

8. Mobile First
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

9. Welcome Ads VS. Sponsored Stories
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

10. Optimized CPM
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

11. Audience Targeting
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

12. Facebook Offers
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

13. Search Results
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

14. FBX – Facebook Exchange
"FBX Facebook delivered substantially lower cost-per-sale (CPS) than standard real
time bidding. Not only that, it beat CPS for search ads on non-brand keywords
(i.e. “Pizza” not “Pizza Hut”) with a 62 percent lower CPS”…..
“Those results make it clear that even for Domino’s, this is a performance channel.
Simon Wallis, Sales and Marketing Director at Dominos Pizza UK”
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

15. Key Takeaways
Focus on Newsfeed
Create Great Content
You Content is your Ad
Friends and FoF are your Ambassadors
Make all your customers your fans
Measure Reach & Engagement
Use oCPM for better results
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044