Facebook Retargeting - Ashley Nicklay
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Facebook has over 1 billion monthly active users, many of whom spend over 7 hours per month on the platform. The document discusses how advertisers can target their existing customers and website visitors on Facebook through retargeting pixels and custom audiences. It provides examples of how retargeting works and best practices for testing advertisements, using relevant and engaging creative content, and optimizing campaigns over time through continuous testing and refreshment.
Facebook Retargeting - Ashley Nicklay
- 1. Facebook Retargeting Ashley Nicklay Marketing Manager- Digital Advertising Rasmussen College Twitter: @Ashley_Emerson
- 2. Why Facebook? Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
- 3. Why Facebook? • Did you know? – 7+ hours a Over 1 Billion Monthly month avg. Active Users – 80% outside North America – 52% of US population is on Facebook • 55% female • 62% 18-44 March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 3
- 4. Advertising on Facebook All Facebook Users Facebook Ads Friends of Fans Facebook Ads & Sponsored Stories Fans Facebook Ads & Sponsored Stories Web Visitors Facebook Ads Through Retargeting March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 4
- 5. Find Your People On Facebook Custom Audiences Facebook Exchange • Your Offline • Your Online Audiences Audiences • Email Address • Use basic retargeting • Phone Number pixels/cookies – little • Facebook ID maintenance • Have to maintain audience list March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 5
- 6. How It Works March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 6
- 7. How FBX Works March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 7
- 8. How FBX Works March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 8
- 9. Anatomy of A Facebook Ad • Headline: 25 Characters • Body: 90 Characters • Image: 100 pixels wide, 72 pixels tall • URL: Set by FB March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 9
- 10. Best Practices Testing. Creative. Relevancy. Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
- 11. 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! March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 11
- 12. Best Practice: Test & Refresh • Start With Multiple Variations • Continue To Refresh March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 12
- 13. Best Practice: Images • Cut the Clutter • Consider Color March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 13
- 14. Best Practice: Images • Lay It Out • Relate To The Page March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 14
- 15. 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. March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 15
- 16. Best Practices: Be Relevant • Local: 7% lift in CTR • Programmatic: 28% lift in CTR March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 16
- 17. 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! March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 17
- 18. Thank You – Questions? Ashley Nicklay Marketing Manager- Digital Advertising Rasmussen College Twitter: @Ashley_Emerson March 28, 2013 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 18