facebook retargeting - ashley nicklay
DESCRIPTION
Tips, process, and real world examples of Facebook Retargeting ads and strategies. Presented at MnSearch's March event on Retargeting.TRANSCRIPT
Facebook RetargetingAshley NicklayMarketing Manager- Digital Advertising Rasmussen CollegeTwitter: @Ashley_Emerson
Why Facebook?
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Why Facebook?
Over 1 Billion Monthly Active Users
• Did you know?– 7+ hours a
month avg.– 80% outside
North America– 52% of US
population is on Facebook• 55% female• 62% 18-44
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All Facebook Users
Friends of Fans
Fans
Advertising on Facebook
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Web Visitors
Facebook Ads
Facebook Ads & Sponsored Stories
Facebook Ads & Sponsored Stories
Facebook Ads Through Retargeting
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Find Your People On Facebook
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Custom Audiences
• Your Offline Audiences• Email Address• Phone Number• Facebook ID
• Have to maintain audience list
Facebook Exchange
• Your Online Audiences
• Use basic retargeting pixels/cookies – little maintenance
How It Works
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How FBX Works
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How FBX Works
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Anatomy of A Facebook Ad• Headline: 25 Characters• Body: 90 Characters• Image: 100 pixels wide, 72 pixels tall • URL: Set by FB
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Testing. Creative. Relevancy.
Best Practices
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Best Practices: Test & Refresh• Test. Test. Test. Test. Test. • Focus on headlines & images
first– Don’t forget the CTA!
• Minimum: 2 headlines + 2 images + 1 body copy = 4 variations– Goal: 6-12 ad variations
• Banner Fatigue Happens QUICKLY – Refresh Often!
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Best Practice: Test & Refresh• Start With Multiple Variations • Continue To Refresh
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Best Practice: Images• Cut the Clutter • Consider Color
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Best Practice: Images• Lay It Out • Relate To The Page
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Best Practices: Be Relevant• Bucket your pixels into specific
& granular business areas• Get as focused as possible with
your creative
• Don’t be lazy. Be relevant.
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Best Practices: Be Relevant• Local: 7% lift in CTR • Programmatic: 28% lift in CTR
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Best Practices: Be Relevant• Your business doesn’t
function in a vacuum – your ads shouldn’t either – Seasonality– Current Events– Social Trends
• New Year’s Messaging: – +32% Lift In CTR– CTR lift continued through mid-
March!
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Ashley NicklayMarketing Manager- Digital Advertising Rasmussen CollegeTwitter: @Ashley_Emerson
Thank You – Questions?
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