1. Facebook Ads:
Can They Promote More
Than Just Likes?

2. I wish I was advertising in Eastern Europe…

3. All marketers are not equal
• In Eastern Europe, if your CTR is above 0.2% and
your CPC is below 5 cents, you can use Facebook
Ads to sell products directly, and at a profit
• In Western Europe or the U.S., if your CTR is below
0.05% and your CPC is above 50 cents it may be a
different story

4. If you are advertising in North
America or Western Europe,
promoting more than likes will
require some creativity

5. Creativity that leverages all the
available Facebook tactics,
not just ads…

6. Case N°1 :
leverage OpenGraph

7. Case N°1 : leverage OpenGraph

8. The brief
• I want to launch a new contest to gain more fans
• The last time I did it, it cost me €2 per fan
• Can I get a better cost per fan?
• Our answer: you don’t need a better CPF, you
need more clients and more exposure for your
actual products!

9. The budget
• €25,000 for purchasing ads
• € 10,000 for everything else

10. Case N°1 : leverage OpenGraph

11. Case N°1 : leverage OpenGraph

12. Case N°1 : leverage OpenGraph

13. Case N°1 : leverage OpenGraph
13,436,832 impressions
1,750,000 video views

14. The Return on Investment
• 93,000 « product fans » for free!
• 13,400,000 views on Facebook
• 1,750,000 views of promotional videos
• 16,000 clicks back to the site
• Within 3 months, €45,000 worth of sales directly
attributed to these clicks, probably (a lot) more
indirectly…

15. Case N°2 :
leverage Apps + newsfeed

16. Case N°1 : leverage Apps + newsfeed

17. The brief
• Every year, we need to remind the decision makers in
our country that housing is a priority
• Last year we launched a petition and used traditional
media to get signatures (magazines, billboards, TV ads,
etc.)
• The cost per signature was €1.3. We want more
signatures but are limited by this margin
• Our answer: leverage Facebook’s viral power and the
newsfeed as a free interactive communication
channel

18. The budget
• €40,000 for purchasing ads
• € 15,000 for everything else

19. Case N°1 : leverage Apps + newsfeed

20. Case N°1 : leverage Apps + newsfeed

21. Case N°1 : leverage Apps + newsfeed

22. Case N°1 : leverage Apps + newsfeed

23. Case N°1 : leverage Apps + newsfeed

24. The Return on Investment
• 155,000 total signatures
• 75,000 signatures directly attributed to
Facebook
• Half the cost per signature (€0.75) than the
traditional media cost (€1.5)
• All that, and an additional 210,000 new fans…

25. Next: identify potential ambassadors / donors

26. THANK YOU !
contact@agorapulse.com -
France: 17 rue Réaumur 75003 Paris
USA: 2170 Main Street, Suite #401, Sarasota, Florida 34247