Mr.tuoc fb healthcare preso

1. Facebook for Healthcare
• huynh kim tuoc
• October 31st, 2014

2. Việt Nam

3. Facebook Việt Nam

4. Average CPM by Media Type

5. Facebook marketing funnel

8. Targeting

9. Core
Audiences
Lookalike
Audiences
Custom
Audiences
Sophisticated targeting with
unsurpassed accuracy
Reach the people you
already know
Find more people like your
best customers
3 ways to target your audience on Facebook

10. Matched targets
How Custom Audiences work
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know
Direct or through third-party
People from your website
People from your mobile app
Faceboo
k
People you know on
Facebook

11. Find people who are similar to the
people you know
with Lookalike Audiences Lookalike Targeting
He’s on the market
for a car insurance
She recently
purchased
And these people
are just like him
And these people
are just like her
Fans of
your Page
Data you
own
Your Custom
Audience

13. Ad placement

14. Put your products at the center of
the experience
14X
People check
News Feed
per day
Source: IDC, “Always Connected,” March 2013
In-stream and
native
1
Designed for
action
2
Optimized for
conversion
3

16. Placement: News Feed versus Right Column
Desktop News Feed Mobile News Feed Right column (RHC)

17. Best Practices

18. Creative: Include a Call to Action and quality
Image
• Give the viewer a reason to
click your ad: Use Call to
Action buttons
• The image will be the most
noticeable part of your ad,
so where possible let that
tell the story
• Use the text to expand on
your message and highlight
the call to action

19. App engagement: Optimization
Point to the ad that would most inspire you to play this game
Installs Engagement

20. Creative: Other best practices
(http://fbrep.com/research/Facebook_study-Democratizing_ad_ratings.pdf)
Text
Dos:
• Mention the product name in the title (increase conversions by 63%)
• Mention prices in the body of the ad (increases conversions by 2x)
• Call for Action on the body (increase conversions by 35%)
• For apparel: discounts and freebies (free shipping/ gift wrapping) increase conversion by 2x
Don’ts:
• Call for Action in the title of the ad
• (Except for apparel) Focus on discounts- decreases conversions by 15%
Image:
Dos:
• Use the product at the center (increases conversion by 54%)
Don’ts:
• Text overlay on any image
• Tilted shots of products (decreases conversions by 40%)

21. Creative: Refresh your campaigns
• Refresh your campaigns every 2-
3weeks
• Most good ads will have
consistent ad performance for ~
week
• Changes/ updates the text, image
or targeting count as refreshes
• To measure performance of new
creative:
• Create new ads so that you can
report most accurately

22. Thank you