Facebook EMEA Ads Summit
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Presentation of the first EMEA Facebook Ads Summit, in London
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Facebook EMEA Ads Summit
- 1. Facebook for Agencies Performance at Scale Josh Smith Matt Hogle
- 2. Agenda 1 Scale 2 Targeting 3 Price 4 Execution 5 Common objections with prizes
- 3. Source: Facebook internal data, Worldwide, February 2010 400 million 2007 2008 2009 Active user growth worldwide 2010
- 4. Over 110 Million Active Users in Europe * USA 114m Netherlands 2.3m Hungary 1m Australia 7.9m NZ 1.4m 2.4m 2.8m Czech Egypt 7.7m India 1m Romania Poland 1.3m * Data current as of March 2010. France 17m Germany 8.5m Ireland 1.4m Turkey 20.4m Italy 15.2m Russia 895k Sweden 3.3m Austria 1.5m Switzerland 2m Finland 1.6m Portugal 2m Belgium 3.1m Norway 2.3m Greece 2.6m Denmark 2.4m UK 24m Spain 9.5m
- 5. European CPC Figures * USA € 0.33 Netherlands € 0.32 Hungary € 0.14 Australia € 0.32 NZ € 0.27 € 0.11 € 0.07 Czech Egypt € 0.10 India € 0.08 Romania Poland € 0.13 * Data current as of March 2010. France € 0.19 Germany € 0.24 Ireland € 0.25 Turkey € 0.06 Italy € 0.14 Russia € 0.17 Sweden € 0.25 Austria € 0.22 Switzerland € 0.33 Finland € 0.27 Portugal € 0.11 Belgium € 0.21 Norway € 0.39 Greece € 0.12 Denmark € 0.32 UK € 0.27 Spain € 0.19
- 6. Social Changes Everything: DR Highly Targeted Ads based on real information
- 7. Take advantage of interests and connections
- 8. From The Times , August 4, 2008 “ Facebook doesn’t work for traditional ads”
- 9. Views from the market Rob Horler, MD of media agency Carat UK, said, “Facebook is proving to be a formidable part of the direct response schedule, primarily because of its scale and volume .” Simon Mansell, MD of TBG — is using a Facebook API and has recently won the Vodafone direct response account — said some of its clients were shifting spend from paid search to Facebook. “Where we manage both channels, we generally get better value from Facebook than Google, and for our three biggest clients we get greater volumes on Facebook,”
- 11. Direct Response Thinking Differently
- 12. Awareness and discovery (with user interests) Search
- 13. Facebook users with “camping” in their profile 1,680,700 Searches for “ sleeping bag” 673,000
- 16. Optical Express : where we were...
- 17. Optical Express : where we are now…
- 30. Q & A
Editor's Notes
- Paid search is an effective tool for capturing sales when a consumer already knows exactly what she wants and is ready to buy it on the spot. But the vast majority of purchase influence—and hence, the vast majority of advertising—happens earlier, as the consumer is made aware of the product’s existence, considers its benefits, and forms an intent to buy it. Facebook’s combined graphical and text ads are a powerful tool to generate demand by conveying a vivid, emotional experience with images along with the specific value propositions with text. So, Facebook can play in the very top of the marketing funnel. But Facebook can play all the way down the funnel, targeting highly qualified leads for immediate fulfillment—for example, e-commerce purchase. For example, a broker with tickets to closing night of Rent on Broadway could target NYU theater majors living in NYC who have listed musicals as an interest. Nowhere else, online or offline, is this precision of demand generation possible. Many of these leads would never have been captured by search, since, although these people have a strong latent affinity for the product, they might never have known when the show was closing and thought to search for tickets.
- How you go after keywords on Google is very different from on Facebook. Google is getting 700k searches monthly for people looking for sleeping bags. What’s great about these searches is that they’re highly qualified leads—someone who is ready to buy. But the challenge is that the inventory is limited and many bidders are competing for the same pieces of it. Moreover, what’s exciting about the Facebook opportunity is that there are many more people who have the potential to buy sleeping bags than simply those who are already searching. These “upper funnel” leads don’t write “sleeping bag” in their profile, but they might well write “camping” or “Yosemite”. If you’re used to managing a set of keywords on Ad Words, it takes some thoughtfulness and experimentation to build a corresponding Facebook campaign. The most straightforward way to take advantage of this demand generation platform is to run auction-priced ASUs driving traffic off-site (e.g., to REI’s website). An alternative approach to use our inventory is drive traffic to a Facebook Page for REI, where users can become a fan, engage, and share with friends.