Facebook is a creative platform for advertisers to capture and generate demand. There are a variety of new ad formats and targeting capabilities that engage audiences in all stages of the buyer journey, can lower your CPMs, increase customer experience and boost your overall conversions. We will dive into how to fuel your Paid Social marketing efforts by expanding and diversifying your ad inventory beyond the newsfeed and into Messenger and Stories, among others ad placements.

1. Improve ROI on Paid Social by
Expanding Beyond the Feed
The Benefits of Diversifying Your Paid Social Ads Placements on Facebook & Instagram

2. Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll questions throughout
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

3. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

4. Today’s Speakers
Sarah Sanchez
Manager, Performance Social
Erik Mansur
VP, Product & Engineering

5. Today’s Agenda
● Automatic Placement Optimization
● Strategies for Instagram and Facebook Stories
● Strategies for Facebook Messenger
● Strategies for Facebook Marketplace

6. POLL QUESTION
Do you have on-going strategies for placements
beyond Facebook and Instagram’s newsfeed?

7. Automatic Placements

8. Facebook Q4 2018 Report
● Over 2 billion monthly active users
● 1.32 billion visit a Facebook-owned
platform daily
● Newsfeed placements where
Facebook can insert new ads are
running out
● Reaching max ad load =
CPMs increasing with constant
advertiser demand

9. Available Placements
Facebook is combatting lower revenue and
user growth by adding more ad placements
● 2013: Instagram starts advertising
● 2017: Instagram Stories Advertising
was launched as a new way to place
full size, targeted ads
● 2017: Facebook Stories & Messenger
Ads are available
● 2018: Facebook Marketplace enable
ads options

10. Facebook’s Placement
Recommendation
“We recommend Automatic Placements because it
allows our delivery system to make the most of your
budget. It places your ads on all the placements
available for your settings on Facebook, Instagram,
Audience Network and Messenger. Our targeting
works in the same way across all available
placements.”

11. Automatic Placements
● Facebook will automatically show
your ads in the places they’re most
likely to perform on an individual user
basis
● Auto-placements include every
available placement
● Facebook counts optimal automation
at 4+ placements, not only Automatic
Placements

12. Automated Placements
● Facebook allows advertisers to
customize every placement’s creative
for optimal results and user
experience

13. Automated Placements

14. Automated Placements
● Every brand should have specific strategies for all placements, as the
Facebook and Instagram feed becomes more expensive
● Consumers’ mindset and preferred brand interaction changes from Stories
to Facebook Marketplace to Messenger

15. Q1 2019 placement CPMs across client base
Placement CPMs

16. Instagram Stories

17. ● 29% of FB advertisers are active on IG Stories
now
● Stories is still an under-utilized placement for
advertisers, leading to lower CPMs
● Instagram Stories users has grown exponentially
- up to 5x as many users from 2016. As of
January 2019 Instagram had 500 million daily
active stories users worldwide.
Story Placements

18. Optimized
Story Placements
Unoptimized

19. Story Placements
58%
Instagram users want
unfiltered & authentic
content from brands
71%
Instagram users
want to discover a
new product
source: eMarketer
55%
Instagram users
want playful content

20. Standing Out in Stories Creatively
Demand immediate attention -
Branding -
Sound
Time
Show your personality

21. Standing Out in Stories Creatively
● Try flash sales, sharing 'insider' sneak peeks or offering time-limited deals
● Play with native elements like stickers, emojis, Boomerang and Hyperlapse
● Using a mix of creative formats (images, videos and animations) can be
effective
● Special effects and unique design techniques can capture attention

22. Facebook Messenger

23. Benefits
● Lower CPMs than feed placements
● Direct access to advertise in
consumers’ inboxes
Messenger Placements

24. “In 2018 alone, the four largest mobile
messaging apps (WhatsApp, Facebook
Messenger, WeChat, Viber) held 4.1 billion
combined users, surpassing 3.4 billion
users on the four largest social networks
(Facebook, Twitter, Instagram, LinkedIn).”
-AdWeek
Messenger Popularity

25. Previously Messaged
● Sponsored Message shows as a new message
in a user’s inbox
● Standalone campaign
Types of Messenger Campaigns

26. Types of Messenger Campaigns
No Previous Messages
● Show Sponsored ads in user’s inbox
● Ad type must be combined with other
placements

27. Types of Messenger Campaigns
No Previous Messages
● Send people to Messenger to start
a conversation rather than to a
website
● Ad type must be combined with
other placements

28. Standing Out in Messenger Creatively
Personalize for Landscape -
No Image Text -
Clear Benefit
Automated Responses

29. Facebook Marketplace

30. Percentage Change from Facebook
Feeds to Facebook Marketplace
Marketplace Placements

31. Benefits & Disadvantages
● Lower CPMs than feed placements
● Directly reach people as they’re shopping
for products
● Must be combined with a Newsfeed
placement
● Lower inventory, but lower CPMs

32. Standing Out in Marketplace Creatively
Local Targeting -
Common Categories -
User generated content

33. Learnings
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35. Q & A
Sarah Sanchez
Manager, Performance Social

36. Improve ROI on Paid Social by
Expanding Beyond the Feed
The Benefits of Diversifying Your Paid Social Ads Placements on Facebook & Instagram
Please hold for our next presentation starting at 11pm PT / 3pm ET