facebook ipo and ads - q&a webinar slides
TRANSCRIPT
The Truth About Facebook Ads & the Facebook IPO
Q&A Webinar
Jason Keath Social Fresh
Justin Kistner Webtrends
#FacebookIPOQ&A Webinar
Jason Keath Social Fresh
Justin Kistner Webtrends
High P/E Is Normal
"Thanks to Advertising Age, we now know why General Motors pulled all of its paid ads from Facebook: The automaker wanted bigger, flashier ad formats than the social network was willing to provide.”
— Forbes
Facebook Ads Work Just Fine
Our Approach: Webtrends Performance Social Marketing
Four foundational best practices that make Facebook advertising efficient enough to be profitable:
1. Use many highly targeted ads, not one big reach ad2. Target ads to fans for conversion. They click 7X more
on ads than non-fans, which means cheaper CPC3. Link ads to Facebook apps instead of websites
because they get at least 2X the conversion rate4. Refresh creative regularly because CTR tends to peak
within 72 hours
Facebook Is Doubling Down On Mobile
Mobile Means Lower ARPU to Facebook
Credits Also Seeing Growth
#FacebookIPOQ&A Webinar
Jason Keath Social Fresh
Justin Kistner Webtrends