3. FBX: A year later
*Source comscore 2011 study
Access to 1/3 of
US display
impressions*
Live markets
Directly integrated
partners
4. The Facebook journey
2006
Sponsored
Stories
(no social
content)
2007
Facebook Ads
Facebook
Pages for
Business
Beacon
Become a Fan
Button
2009
Like
Button
2011
Sponsored
Stories
2012
Ads in
News Feed
2013
Custom
Audiences
6. Objectives Brand
Direct response
Social
Direct response (offsite)
Targeting Facebook Data
Custom Audiences
Offsite Data
Optimization CPC, CPM, oCPM Real-time CPM
Buying Channels Direct
PMD
DSP
Some PMDs
Placements Right-hand side
News feed desktop
News feed mobile
Right-hand side
News feed desktop
Facebook marketing solutions (optional)
9. 32%
of all online
users reachable
via FBX
Reported
performance
15%
higher ROI than
traditional ad
networks
3x
click-to-conversion
rate than other
sources
10. Marketers with strong direct
response objectives
Marketers who have valuable
customer data
Marketers who care about
lower funnel, intent-based DR.
Choosing the right advertiser
11. • FBX is not for “social”
campaigns
• FBX is not for building
fans/engagement
• FBX is for driving offsite
objectives using offsite data
Choosing the right objectives
Direct
Response
Fan Building
Social
12. Optimizing for performance
Bid
Creative
Rotate your creative, and
optimize.
Start high and work
downwards.
Measurement
Last click vs multi touch
attribution.
Objective
Choose measurable,
meaningful objectives
Frequency
Separate and higher than
other RTB campaigns
Targeting
Leverage data that only
exists outside Facebook.
13. • After launching on FBX, Dominos
achieved its lowest ever cost-per-
sale for an RTB ad campaign
• Achieved 62% lower cost-per-
sale than search ads for mid-
funnel customers (unbranded
searches)
Case Study: Domino’s
14. Case Study: Global insurance provider
1/6
the CPA for
prospecting on FBX
compared w/ non-
FBX media
• Goal: Lead generation and
customer acquisition
• Targeted consumers who had visited
its website without taking action
16. Scale performance with newsfeed
197%
increase in ROI
compared to
standard
domain ads*
22x
engagement
vs. standard
display
Source: *Nanigans, **Adroll
17. Treat it like new inventory
Use for direct response goals only
Continue to use RHS
Bid higher
Apply RTB display budgets
Truths and myths
Don’t expect same win
rates
Don’t chase virality
Don’t apply same
measurement (insertion vs.
impressions)
20. Going beyond the test drive
• Let performance drive budget
• Think display not social
• Combine with other Facebook solutions
• Choose the right PMD and FBX partners
Here’s an example of a success story where a financial services client worked with FBX to drive results. As you can see, it was focused on performance metrics – lead generation and customer acquisition by re-targeting consumers who had visited the company website without taking action.Advertiser also saw 2x improvement in remarketing CPA on FBX versus non-FBX media