Here is a workshop for all your Facebook campaigns. Advertising on Facebook can be complicated and expensive. With so many targeting options, formats and objectives, Facebook Advertising can be overwhelming. During this workshop, Etienne walks you through how to set up your campaigns for success, find your target audience, bid and craft the right message. Etienne Alcouffe is a Search Engine Marketing Specialist at the Effilab / Adsonwall group with a background in SEO, SMO, content and digital advertising. Etienne is passionate about advertising and will transform you in an Ad Geek! Follow him on twitter: @EtienneAf.

1. LEARN HOW TO
GROW YOUR AUDIENCE
#TFWORKSHOP

2. TheFamily
code: lamifasisi
WIFIWIFI

3. DISAGREE ON TWITTER!
#TFWORKSHOP

4. #TFWORKSHOP
LEARN HOW TO GROW YOUR AUDIENCE
ETIENNE ALCOUFFE
SALES MANAGER @EFFILAB
@ETIENNEAF

5. Facebook
Ads:
Learn
how
to
grow
your
audience
You
need
a
team
of
pay
per
click
(PPC)
experts
and
we
have
a
team
of
30+
consultants.
We
make
it
our
priority
to
deliver
high
quality
strategic
recommendations
and
management
services
in
order
to
drive
optimal
account
performance.

6. KEY
FIGURES
40
+ 50
million
€
in
advertising
spend
under
management
7SEM
SMO
Consultants
Countries
covered
● Specialized
in
AdWords
&
Facebook
Ads
● Created
in
2008
● International
presence
● Performance
based
advertising
● Conversion
optimization

8. Why
Facebook
?
The
best
place
for
your
business
to
connect
with
real
people.

9. 1 • Facebook for Business • History
Facebook
is
about
people,
stories
and
connections.

10. 1 • Facebook for business • Mobile
Mobile
is
the
closest
you
can
be
to
your
customer
throughout
the
day.

11. 1 • Facebook for business • Why Facebook ?
As
a
marketer,
you
can
use
Facebook
to
target,
engage
and
drive
business
results.
20M
users per day.
14times
per day per
user.
11%of
the time spent
on the
computer is
spent on FB.

12. What
can
you
use
Facebook
for?
Advertising
objectives
and
placements.

13. 2 • Getting started with Facebook Ads • Objectives
Sales / Registrations App Install Likes Leads
Create
campaigns
based
on
your
business
objectives.

14. 2 • Getting started with Facebook Ads • Placements
Use
News
feed
ads
to
reach
your
target
audience
and
decrease
your
cost
per
action.
News Feed
Desktop
News Feed Mobile

15. How
can
you
reach
a
relevant
audience
?
Targeting
options.

16. 3 • Targeting • Audiences
Leverage
Facebook
to
get
known
and
to
sell.
Brand
awareness Custom Audience
-­‐
+
Remarketing
Fan Pages
Interests
Targeting options
Lookalike Audience
Demographics

17. 3 • Targeting • Demographics
Use
demographic
targeting
to
drive
cheap
clicks.
How
does
it
work?
• You
can
segment
and
target
Facebook
users
based
on
demographic
data.
Advantages
• You
can
adapt
your
message
based
on
precise
sociodemographic
criteria.
• Lamaloli
is
a
Children
and
baby
clothing
website.
Lamaloli
can
target
40
year
old
parents
for
example.
Age
Gender
Location
Relationship
Education
Work
Home

18. 3 • Targeting • Interests
Target
interests
to
reach
qualified
users.
How
does
it
works?
• Facebook
identifies
users
with
a
specific
interest.
Advantages
• Enables
you
to
target
users
based
on
their
values
and
interests.
• You
advertising
ROI
increases.
• Chictypes
is
a
men’s
clothing
service.
Chictypes
can
target
users
with
the
following
interests:
fashion,
style,
casual.
Audience Facebook
Audience ciblée
par intérêts

19. 3 • Targeting • Fans
Target
your
fans
in
order
to
promote
your
products.
How
does
it
work?
• Identify
users
who
liked
your
page
on
Facebook.
Advantages
• Enables
you
to
target
users
that
already
experienced
an
interaction
with
your
brand,
products
and/or
services.
• The
act
of
liking
your
page
demonstrates
interest
for
your
brand.
Therefore,
the
advertising
is
not
perceived
as
intrusive
but
actually
welcomed
by
a
user
that
wants
to
stay
in
touch
with
your
brand.
• Hugo
Boss
can
target
its
large
Facebook
community
(+7M)
and
increase
user
engagement.

20. 3 • Targeting • Lookalike
Use
lookalike
audiences
to
reach
more
relevant
users.
natalie.jones@mail.com
melanie.cole@mail.com
michel.smith@mail.com
anna.parz@mail.com
Client database
Facebook database
match
Lookalike
audiences
Efficient targeting
Engage or re engage
Target your best customers
Convert prospects

21. 3 • Targeting • Remarketing
Push
your
website
audience
down
the
sales
funnel.
• A
user
is
looking
for
an
apartment
to
rent
in
the
9th
arrondissement
on
seloger.com
• Seloger
can
target
this
user
on
Facebook
and
serve
him/her
a
dedicated
Ad.
How
does
it
work?
• Identify
users
that
visited
your
website
or
specific
website
pages
and
target
them.
Advantages
• Target
people
that
are
about
to
act
on
your
website.
• Achieve
a
lower
cost
per
conversion.
Your visitors
Visitors of a specific
URL
Facebook
Ad 1 Ad 2

22. 3 • Targeting • Custom Audience
Consistently
interact
with
your
CRM
database.
• Abercrombie
&
Fitch
segments
its
CRM
database
in
order
to
identify
top
purchasers.
• The
brand
can
create
custom
offers
for
this
very
profitable
segment
with
Facebook
Ads.
How
does
it
work?
• Match
your
CRM
data
with
Facebook
users.
• Facebook
compares
the
emails
or
phone
numbers
you
import
to
its
database
and
associates
them
to
a
Facebook
user
ID
when
possible.
Advantages
• Enables
you
to
target
clients
or
prospects
acquired
elsewhere
on
Facebook.
• Increase
your
clients
loyalty
to
your
brand.
E-­‐mails
de
sa
base
clients
Utilisateurs
de
Facebook
Clients
sur
Facebook
Messages Spécifiques

23. What
ad
format
should
you
use?
Advertising
formats
&
objectives.

24. 4 • Ad formats • Right Hand Column
Increase
your
visibility
on
the
right
hand
column.
• New
Engaging
format:
only
two
ads
appear
on
the
right
hand
column.
• No
cap
on
impression:
you
can
generate
a
large
volume
of
clicks.
• This
format
can
be
useful
to
build
your
brand
and
drive
clicks
and
conversions.

25. Generate
traffic
and
conversions
on
your
website.
Description
Ad
creative
Call
to
Action
(Learn
more,
buy...)
• The
CTR
is
higher
with
a
«
Learn
More
»
CTA
• The
ad
without
a
CTA
generated
45%
more
conversions.
• A/B
test
call
to
actions
4 • Ad formats • News feed

26. Showcase
several
products
at
once.
• Your
CTR
will
generaly
be
higher.
• Create
a
story
with
your
healines
• An
story
generates
more
clicks.
=>
Users
want
to
know
more
!
This
format
is
useful
to
personalize
each
landing
page.
People
love
and
engage
with
stories.
You
ads
come
to
life
!
4 • Ad formats • News feed carousel

27. You
Facebook
for
direct
response
and
branding.
Carousel
Ad
(desktop)
Video
Ad
(desktop)
Create
engaging
video
ads
to
tell
a
story.
Build
an
audience
of
viewers
and
remarket
them
cross
device.
4 • Ad formats • Video ads

28. Acquire
leads
directly
within
Facebook.
Lead Ad (Mobile)
The
lead
ad
format
was
recently
launched
by
Facebook
in
France.
You
can
use
it
to
capture
users
information
without
redirecting
them
to
a
landing
page
outside
Facebook.
Results
are
very
encouraging
with
lower
CPAs
and
more
qualified
leads.
Lead
ads
enable
you
to
acquire
up
to
18
customized
fields
that
are
automatically
populated
with
Facebook
data.
You
can
also
add
3
additional
questions
if
you
want
to
further
qualify
the
lead.
4 • Ad formats • Lead ads

29. From
average
to
extraordinary
results.
Tips
and
tricks.

30. 5 • Tips and Tricks • Driving online traffic from Facebook
These
are
Facebook’s
recommendations
for
acquiring
customers
or
remarketing
to
existing
users.
Targeting Ad
units Bid
Types Measurement
Acquiring
new
customers
-­‐ Core
Audiences
-­‐ Custom
Audiences
-­‐ Lookalike
Audiences
Link
ads
in
News
Feed
-­‐
Optimized
for
conversions
-­‐
CPC
Conversion
Pixel
Remarketing
to
existing
customers
-­‐ Custom
Audiences
Link
ads
in
News
Feed
-­‐
Optimized
for
conversions
-­‐
CPC
Conversion
Pixel

31. 5 • Tips and Tricks • Structuring your account
Organize
your
account
for
maximum
efficiency.

32. 5 • Tips and Tricks • Budget allocation
Allocate
your
investments
according
to
your
objectives
and
business
results.
Similar to your
website visitors
Client database
Website
visitors
Interest
(fashion, sport)
Monthly
Acquisition
Budget:
5
000
€
1500
€ 750
€
1500
€
750
€
Monthly
Branding
Budget:
500
€

33. Thank
you
!

34. SEE YOU SOON!
LOVE.
THEFAMILY.CO
___
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