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.
Build Your Brand With 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.
New Capabilities: An end-to-end marketing solution •
Optimise for video views when creating campaigns •
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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
Native video • •
Single video creative
11x larger image than offsite video •
Premium Video • •
2.5x higher CTR vs offsite links
Up to three video creatives per ad in a carousel format •
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Auto-play video ad
Up to three insertions per user per day
Video is pre-cached to play seamlessly with no buffering
Build Your Brand 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
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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
“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 flexible 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
Page Post Link ads • Large, clickable real estate in News Feed on desktop and mobile
Choose from a range of ad formats that put your products at the centre of the action across devices
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Showcase multiple products within a single ad unit
Mobile App Ads • •
Optimised bidding
Drive downloads or re-engagement with your mobile app •
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Deep link to specific locations within your app
51% of total digital media time is spent on mobile apps
Add strong call to action buttons like Shop Now, Sign Up or Download
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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 Audiences Target 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 •
Interests: Reach people based on their interests, hobbies and Pages they like on Facebook
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Location: Reach people in cities, countries and communities where you want to do business •
Demographics: Reach people based on age, gender, education and more
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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
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Custom Audiences
Lookalike Audiences
Find people you already know on Facebook
Find people on Facebook more likely to become your customers
Take data you own such as your current customer database or people who have visited your website or mobile app •
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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
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
“It makes sense to use Facebook. Half the world is on it, so it’s not difficult to find our customers. And, with the targeting possibilities, we can make it work on a performance basis.” George Pallis, Digital Marketing Manager, TransferWise
Partner For 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.
Efficiency
People
PMDs make it easier to set up, automatically scale and manage your Facebook ads
Their teams can take on some of the heavy lifting and their technology automates a lot of the manual work
Simplification
Integration
They offer the right solution for your client or business from the large range of tactics you could employ
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.