This is the deck from Aaron Goldman's session at Online Media Summit 2012 on February 8, 2012, "Like it or Not: The Do's and Don'ts of Facebook Ads." Using proprietary data and case studies, the session covered 4 key areas of social advertising - KPI selection, attribution, targeting, and testing - for more successful Facebook ad campaigns.

1. Like it or Not: The Do's and Don'ts of Facebook Ads Aaron Goldman Chief Marketing Officer, Kenshoo @AaronGoldman

2. Like it or Not: The Do's and Don'ts of Facebook Ads Aaron Goldman Chief Marketing Officer, Kenshoo @AaronGoldman

4. Strategy #1 (On FB): Build > Engage > Amplify Page or App Creation Fan Base with Like Ads Publish to Fans Targeting Fans of Friends Sponsored Stories $

5. Strategy #2 (Off FB): Target > Expand > Convert $ $ $ $

6. Keys to Success

7. Facebook has Lots of Ad Inventory Source: Comscore May 2011

9. The Impression Issue

10. Monitor Social KPIs Social Impressions Likes Fans Shares Share of Voice Connections Tweets Retweets Churn Follows AOV Mentions RSVPs Uniques CPF Video Views Reach Social Reach Engagements Purchases Revenue CTR CPC Conv Rate Cost Clicks Impressions Revenue/Click Leads ROI CPL CPA CPM Downloads

11. Manage Social KPIs

12. Keys to Success

13. Set an Attribution Model to Reflect the True Value of Each Engagement Leverage automated advertising tracking systems to report and act on all consumer touchpoints prior to purchase Keyword 1 Green T-Shirt Great Prices T-shirt.com Blue T-Shirt Great Prices T-shirt.com Keyword 2 Red T-Shirt XL Size Available T-shirt.com Keyword 3

14. Set an Attribution Model to Reflect the True Value of Each Engagement 5% 10% 25% 60% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 Green T-Shirt Great Prices T-shirt.com Blue T-Shirt Great Prices T-shirt.com Keyword 2 Red T-Shirt XL Size Available T-shirt.com Keyword 3

15. Set an Attribution Model to Reflect the True Value of Each Engagement 40% 40% 10% 10% Keyword 1 Green T-Shirt Great Prices T-shirt.com Blue T-Shirt Great Prices T-shirt.com Keyword 2 Red T-Shirt XL Size Available T-shirt.com Keyword 3 Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)

16. Set an Attribution Model to Reflect the True Value of Each Engagement 25% 25% Keyword 1 Green T-Shirt Great Prices T-shirt.com Blue T-Shirt Great Prices T-shirt.com Keyword 2 Red T-Shirt XL Size Available T-shirt.com Keyword 3 Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 25% 25%

17. Set an Attribution Model to Reflect the True Value of Each Engagement 0% 0% Keyword 1 Green T-Shirt Great Prices T-shirt.com Blue T-Shirt Great Prices T-shirt.com Keyword 2 Red T-Shirt XL Size Available T-shirt.com Keyword 3 Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 100% 0%

24. 1/5 of Facebook-Driven Sales Paths Have Multiple Facebook Ad Clicks

26. Keys to Success

27. Targeting is Tantamount

30. Automatically Create Ad Groups Creative Ad Group x x Target = =

31. Dynamically Generate Segments Full Geographic Targeting and Language Settings Dynamic Estimated Reach

32. Dynamically Generate Segments Target by age, gender, relationship status

33. Dynamically Generate Segments Relate to your audience through likes & interests, education & workplaces

34. Dynamically Generate Segments Reach Friends of Friends Save Custom Target Settings

35. Keys to Success

36. High Variable Cost Between Targets Avg. CPC Population Size

37. Testing Tactics Segments Images Messaging Scheduling Bidding

38. Save Segments Segments

43. Track Timing Scheduling

44. Track Timing Scheduling

45. Track Timing Scheduling

46. Bid Better Bidding Social Search Smaller Social CTR Variance Demands Tighter Bid Algorithms # of Campaigns CTR

48. Will the Circle be Unbroken?

51. Thank You San Diego, Good Night! Facebook.com/Kenshoo Twitter.com/Kenshoo LinkedIn.com/Company/Kenshoo Plus.Google.com/u/0/116913360207972147879 Mountain View, we have a problem!