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.

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