Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
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This document summarizes strategies for using Facebook advertising effectively and beating Google. It discusses native Facebook advertising features like Website Custom Audiences v2 and bidding. It also covers using mobile apps, cross-device remarketing, and platforms beyond the Power Editor. Additionally, it provides information on new developments at Facebook including the Audience Network, local awareness targeting, and the Atlas platform. The document concludes with tips for getting free Facebook credit and accessing analytics tools.
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Karel Tlustak - Real Results in Facebook advertising MKTFEST 2014
- 2. REAL RESULTS in Facebook advertising Karel Tlusťák
- 3. Can Facebook beat Google? Lead Generation Conversion rate Facebook Google 30 % 19 %
- 4. Agenda • NATIVE FACEBOOK FEATURES (WCA2, bidding, Facebook SDK & app events, applinks, cross-devices remarketing) • Platforms beyond Power Editor • News in Facebook (audience network, local awareness, Atlas) • Bonus (how to get free credit & ads API platform)
- 5. How to beat Google? WCA 57 % OF PEOPLE ARE MULTISCREENING cookie ≠ user
- 6. Website Custom Audiences v2
- 7. Website Custom Audiences v2
- 8. Website Custom Audiences v2
- 9. Bidding • all bidding types are transformed to eCPM eCPM = bid/1000 * eCTR + quality score + pacing • eCTR is calculated from more than 140 factors (object/domain/campaign/page/account history, creative, etc) • pacing is keeping uniform ads distribution during the day
- 10. Use the bid type right Lookalikes WCA
- 11. Power of mobile APPs in FB
- 12. APP Events & FB SDK • Mobile App Ads for Installs • Mobile App Ads for Engagement and Conversion • Applinks
- 15. Platforms beyond Power Editor • why Facebook has Ads PMDs? • when to use PMD platform?
- 22. Multi Product Ads • 4 links • 3 photos • Sliding in mobiles • Only via API
- 24. Can Facebook beat Google? E-commerce Conversion rate Facebook Google 0,92 % 0,73 %
- 25. News in Facebook - audience network • Facebook‘s „AdSense“ program • only on mobiles How to advertise How to publish there
- 26. News in Facebook – local awareness • The best way to reach people near your business • only in US • Type address -> set radius -> create ad with CTA „get direction“
- 27. News in Facebook - ATLAS • Bought from Microsoft in 2007 • Completely remade (originally required IE 6 with active X • Launched in September • For invited partners only
- 28. News in Facebook - ATLAS •Allows to place ads based on Facebook targeting outside of Facebook People-based marketing Cross-device Online to offline measurement People-based measurement
- 29. News in Facebook - ATLAS
- 30. News in Facebook - ATLAS • Why Facebook bought Atlas? - to expand the reach - to gain more data - to gain bigger ad revenue share • current Facebook 8 % | Google 32 %
- 31. Do you want free credit from Facebook? How can Facebook support Startups? • get $20,000 or $60,000 in free tools and services developers.facebook.com/products/fb-start/
- 32. Bonus for attendees 1 month free access to ROI Hunter Send your company name to marketingfestival@roihunter.com
- 33. Thank you for your attention Any questions? karel@b.cz
Notas do Editor
- Hi did you like this video? I was in America at facebook HQ last week and they started also with this video – so I was like – yea lets start with this because this is a good way how to say Facebook is not about buying likes or as cheap traffic as possible. Facebook advertising is about performance, real results and that is what we are going to talk about I am Karel Tlustak, I work in BF – we are Ads Preferred Marketing Developers of Facebook – actually we are the only Ads PMD baseed in eastern Europe and since there are only about 50 ads PMD globaly, trust me we know everything about facebook ads and I am gonna revel you how you can achieve good results in Facebook
- To prove you that Facebook is about real results I have chosen
- Lets start with one of the most powerfull features Funnel
- Shitty ads provider now = influence in future
- If you are person who doesnt click on ad => CPM
- 5000 EUR