Back to Business with Facebook

This summer saw a fantastic Commonwealth Games in Glasgow and long hot days in the sun throughout the UK (we’ll forget about that football tournament in Brazil for now). But with Christmas already around the corner it’s time to get back to business.

Fortunately, reaching the people who matter to you has never been easier, with new products and solutions from Facebook designed to help businesses achieve their brand, DR and seasonal objectives.

Here’s a reminder of how we can partner with you over the next six months to ensure 2014 ends on a high.

New Capabilities: An end-to-end marketing solution

• Optimise for video views when creating campaigns

• Remarket to video viewers to drive affinity

• Add a call-to-action to invite people to take the next step

• Use video metrics to understand what works

Build Your BrandWith 26m people logging into Facebook every day in the UK - and 23m of them on mobile - Facebook is the right channel to reach your audience at scale. Here are our top tips for building your brand.

Take advantage of the surge in video consumption

Mobile video is booming. In Q1 2014, 21.5% of all video plays globally were on mobile devices, an increase

of 532% in the last two years. Facebook’s video ad formats and mobile News Feed are a winning

combination for marketers looking to build their brand with sight, sound and motion.

Native video• Single video creative

• 11x larger image than offsite video

• 2.5x higher CTR vs offsite links

Premium Video• Auto-play video ad

• Up to three video creatives per ad in a carousel format

• Up to three insertions per user per day

• Video is pre-cached to play seamlessly with no buffering

Support your TV messaging

Facebook helps TV work harder by extending your investment in three key areas:

Reach more people• Tap into Facebook’s huge audience to drive

cost-efficient incremental reach and frequency

• Utilise our Reach + Frequency tool for more accurate planning to help manage share of voice

Reach more places• Stay connected to people throughout

the day with mobile News Feed

• Use our varied ad formats to make more personal connections

Reach more often• Use Facebook ads to create an always-on presence

• Build momentum earlier, maximise your budget and extend your campaign

Build Your Brand

“Facebook is integral as part of our plans as we know that people are there on mobile every day. No matter where they are, the platform

allows us to be fl exible in reaching relevant people with relevant messages.”

Kelly Peachey, Senior Marketing Manager, Boots UK

Achieve Performance Marketing Goals

For most consumers the path to purchase is more complex than ever, with 67% of people who start shopping on one device continuing on another. At Facebook, our priorities are to develop solutions that allow marketers to reach more of the right people, drive action across devices and make insightful decisions.

Choose your format

Choose from a range of ad formats that put your products

at the centre of the action across devices

Page Post Link ads• Large, clickable real estate in

News Feed on desktop and mobile

• Add strong call to action buttons like Shop Now, Sign Up or Download

• Showcase multiple products within a single ad unit

Mobile App Ads• Drive downloads or re-engagement with your mobile app

• Deep link to specific locations within your app

• 51% of total digital media time is spent on mobile apps

Optimised bidding• Optimise delivery to people within your

target audience that are likely to convert

• Use oCPM bidding for website conversions

• Use CPA bidding for installs and other events

Targeting 101

Facebook may have a daily audience in the UK that’s greater than any commercial TV channel, but reach alone isn’t enough: you need the tools to find more

of the people that matter to you with precision. By combining the data you know about your

customers and prospects, the data we know about people because of what they share on Facebook and third party demographic data from partners like Acxiom and DataLogix, you can truly reach

your target audiences on Facebook.

Core AudiencesTarget people on Facebook based on Facebook’s

own data alongside third-party data about real-world behaviours. Segments are organised by targeting type:

Interests, Location, Demographics and Behaviour

Custom AudiencesFind people you already know on Facebook

• Take data you own such as your current customer database or

people who have visited your website or mobile app

• Match that data anonymously to real people on Facebook

• Target this audience of current customers with specific messages,

or exclude them from ads to avoid wasted impressions

• Layer on core audience targeting

to further segment your customers

Lookalike AudiencesFind people on Facebook more likely

to become your customers• Use Custom Audiences to build

a profile of your customers on Facebook

• Find potential new customers who share similar characteristics

• Target them with specific messages

• Interests: Reach people based on their interests,

hobbies and Pages they like on Facebook

• Location: Reach people in cities, countries and

communities where you want to do business

• Demographics: Reach people based

on age, gender, education and more

• Device/OS: Reach people based on the device they use,

the operating system they’re on and if they’re on WiFi.

• Behaviour: Reach people based on their purchase

behaviours, device usage and other activities

“It makes sense to use Facebook. Half

the world is on it, so it’s not diffi cult to fi nd our customers. And,

with the targeting possibilities, we can make it work on a

performance basis.”George Pallis, Digital Marketing Manager, TransferWise

PartnerFor Impact

Speak to one of our Preferred Marketing Developers to understand how their marketing technology can help you save time and effort whilst multiplying the performance of your campaigns. They’ll help you solve some of the problems you might face as you look to scale your seasonal or campaign approaches.

EfficiencyPMDs make it easier to set up, automatically scale and manage your Facebook ads

People Their teams can take on some of the

heavy lifting and their technology automates a lot of the manual work

Simplification They offer the right solution for your

client or business from the large range of tactics you could employ

Integration They enable you to bring the data you’ve

gathered through CRM and Search, for example, to improve the performance of your Facebook ads

To keep up to date with the latest news from Facebook, check out our blog at facebook.com/business/news.