Page 1

Direct Response Marketing on Facebook Driving action online, in-store and in your mobile app

MENA, 2015

MENA, 2015

Table of contents

Facebook’s solution for direct response marketing Targeting Placement & ad types Bid types Measurement solutions Best practices Campaign prep Targeting Creative Bidding Measurement Facebook Marketing Partners Bonus - all you need to know about Facebook video!


Direct Response Marketing on Facebook

6 10 13 14 19 21 24 25 26 27 30


We live in a transformational time. As the need to stay connected becomes integral to our everyday lives, the use of smartphones, tablets and laptops is becoming increasingly common. Not only are people using multiple devices, they’re constantly switching between them throughout the day. Marketers are faced with the challenge of reaching their consumers in this changing environment. With over 1.35 billion people1 on Facebook checking their News Feed an average of 14x per day2, Facebook provides a unique opportunity for businesses to drive positive business across devices. Marketers can: • • •

Reach more of the right people with Facebook’s sophisticated suite of targeting solutions Drive action across devices with ad units in News Feed Make insightful decisions with Facebook’s measurement solutions

From campaign prep to targeting, creative, bidding, measurement and optimiseation, this guide will walk you through our entire solution and best practices for setting up an effective direct response campaign. Sincerely, Your Facebook team

1, Facebook internal data, September 2014 2. IDC, “Always Connected,” March 2013

MENA, 2015


Facebook offers a sophisticated direct response marketing solution for marketers. Whether you’re driving sign-ups on your website, sales in store or installs for your mobile app, these products can help drive your business objectives from Facebook across devices.


Direct Response Marketing on Facebook

Facebook direct response marketing solution

MENA, 2015



With the right targeting strategy, you can reach consumers on Facebook with relevant messaging and drive scalable results across devices. Though Facebook has more targeting options than other channels, the same audience planning process applies. Think about the goal you’ve set for your business on Facebook. Ask yourself the following questions to help develop your audience strategy on Facebook: •

Who are your target audiences?

How do you segment your audiences? What types of data/insights do you have?

What are your key focus markets now and in the future?

Reach people based on interests, demographics, location and behaviour.

Who manages your CRM database? How do you use your database for marketing?

Partner categories are a way to target people based on their off-Facebook behaviour through our partnerships with trusted third-party data providers such as Datalogix, Epsilon and Acxiom.

What offline data do you use for targeting in other campaigns?

These questions should help determine what audiences you want to reach on Facebook. Next, use Facebook targeting to find your audience.

Core Audiences

Custom Audiences

Reach people based on the data you already have. With Custom Audiences, you can target people based on CRM data or actions taken on your website or mobile app.

Lookalike Audiences

Reach new prospects who look like your best existing customers. You can build a lookalike audience from your CRM database, website visitors, mobile app customers, Page fans

Recommended targeting solution by objective Core Audiences

Custom Audiences

(Partner Categories)

(Custom Audiences from your website)

Driving online traffic Acquiring new customers Remarketing to existing customers Driving in-store traffic Acquiring new customers Remarketing to existing customers Driving mobile app installs and conversions Acquiring new mobile app users Remarketing to existing mobile app users


Direct Response Marketing on Facebook

Lookalike Audiences

Remarket on Facebook across devices with Custom Audiences Custom Audiences enable you to target people on Facebook based on the data you own in a privacy safe way. In addition to creating a Custom Audiences from a data file, you can use them to remarket customers from your website or mobile app and reach them on any device regardless of their original touchpoint. Combine with other Facebook targeting to deliver the right message to the right person.

The power of Custom Audiences

Incredible scale

Facebook’s broad reach across desktop and mobile consists of 1.35 billion monthly active users (Sept. 2014)

Real identity

Facebook’s use of real identity means you’ll target people, not cookies.

Accurate targeting

You can layer other Facebook targeting options to ensure you’re sending the right message

Across devices

Deliver ads across desktop and mobile

Leverage signals from your website and mobile app Custom Audiences from your website

Reach people who have demonstrated intent on your website Using the Facebook remarketing pixel, you can automatically create Custom Audiences based on the actions people have taken on your website. You can then deliver ads in real-time to drive them back to your website or your mobile app.

People you know

Example: A frequent traveler browses for travel packages on a travel website and leaves before purchasing. The travel company can target that potential customer when she visits Facebook on any device to drive her to purchase.


Matched targets

Custom Audiences from your mobile app

Drive existing customers to reengage with your app based on their in-app activity

Using the Facebook or a third party SDK and App Events*, you can automatically create Custom Audiences based on the actions people have taken within your mobile app. You can then deliver ads in real-time to drive them back to your website or your mobile app. Example: A frequent apparel shopper browses this season’s shoes in an eCommerce mobile app and leaves before purchasing. The advertiser can automatically deliver an ad promoting a discounted offer to that shopper when she visits Facebook on any device. *App Events allow you to identify specific actions within your app such as in-app purchases and level achievement. MENA, 2015


Complementary to Facebook Exchange (FBX) - Use Custom Audiences and FBX to maximise reach Custom Audiences from your website and Facebook Exchange are similar but can be leveraged in different ways. Custom Audiences are best when:

Facebook Exchange is best when :

• You want to target users across devices • You want to combine your Custom Audience with other Facebook targeting • Available in all Facebook interfaces

• You have large product catalogues and remarket to many granular audiences • You require real-time dynamic ad creative • Available via Demand-Side-Platforms (DSPs)

Mobile delivery

Ad formats


Custom Audiences

std. ads, Page post ads, mobile

All Facebook

Facebook Exchange

(domain only)

std. ads

Page post ads (link only-beta)

Facebook lookalike audiences


Access to Facebook’s targeting

Dynamic creative

Real-time bidding

Facebook desktop only

Privacy - At Facebook, consumer trust is paramount Consumers trust us with their information and we are committed to maintaining that trust. • Facebook does not share the private information people put on Facebook • Your Custom Audience will never be shared with other advertisers without your permission • Facebook ads make it easy to provide transparency and offer control • For more info, please visit our privacy FAQ at

Facebook Custom Audiences - At a glance





Compatible with all Facebook targeting, ad units, and placements


Driving online conversions, mobile conversions, offline conversions


To target based on actions on your website, implement the remarketing pixel on your website. To target based on actions in your mobile app, use the Facebook or third-party SDK with App Events

How to buy

All Facebook ad interfaces—ad create tool, Power Editor, API partners

Direct Response Marketing on Facebook


MENA, 2015


Placements and Ad Units Facebook offers several ad units for advertisers to capture attention and drive action. News Feed is the most effective placement for advertisers looking to drive direct response objectives because its ad units are in-stream and native to the Facebook experience and across devices. Link ads

Photo ads

Drive traffic to your website and store

Drive traffic to your store

Link ads direct people off of Facebook from any device to a specific location on your website that you choose. Link ads offer: •

A large, clickable real estate in News Feed across devices

The ability to add strong call-to-action buttons to drive conversions

The ability to showcase multiple products from your inventory within a single link ad unit


Photo ads are designed to drive brand awareness and engagement from Facebook’s News Feed. Photo ads offer: •

A large real estate for an image in News Feed

A compelling canvas for advertisers to capture attention from News Feed

Creative specs for link ads

Creative specs for photo ads

Recommended text count: 90 characters

Recommended text count: 90 characters

Recommended image ratio is 1.91:1

Recommended image ratio is 1.91:1

Recommended image size is 1200x627px

Recommended image size is 1200x900px

Direct Response Marketing on Facebook

Mobile app install ads

Mobile app engagement ads

Drive installs for your mobile app

Drives conversion in and retention for your mobile app

Mobile app install ads drive people directly from News Feed to the App Store or Google Play to install from a strong call-toaction. Mobile app install ads offer:

Mobile app engagement ads drive existing app users directly from News Feed into your app with a strong call-to-action button. Mobile app engagement ads offer:

A large, clickable real estate in mobile News Feed

A large, clickable real estate in mobile News Feed

Strong call-to-action buttons – Install Now, Play Game, Watch Video, Shop Now, Listen Now, and Book Now

The option to use video or image

Strong call-to-action buttons – Use App, Play Game, Watch Video, Open Link, Shop Now, Listen Now, and Book Now

The ability to direct users to a specific location in app

Creative specs for mobile app ads

Creative specs for mobile app ads

Recommended text count: 90 characters

Recommended text count: 90 characters

Recommended image ratio is 1.91:1

Recommended image ratio is 1.91:1

Recommended image size is 1200x627px

Recommended image size is 1200x627px

MENA, 2015


Changes to right-hand column ads This updated look makes right-hand column ads more visually consistent with the ads that appear in News Feed. For advertisers, this offers a simpler way to create ads and an enhanced creative canvas on the right-hand column of Facebook. Old format

New creative specs:

Not consistent with News Feed format

For photo, link, offer, desktop app and domain ads: • Image ratio is 1.91:1 • Image size is 254x133 px

New format

For video ads:

Consistent with News Feed format

• Image ratio is 16:9 • Image size is 254x143 px

For photo, link, offer, desktop app and domain ads: • Image ratio is 2.7:1 • Image size is 254x94 px

What has changed? Greater real estate: the new format is 2.5x larger than the old format and does not scroll below the fold Better click through rate (CTR): new format can deliver higher CTR which does not scroll off-page Simpler set up: the same creative can deliver in both News Feed and in the right column More value per impression: with fewer ads on a given page, each ad gets more attention compared to the old format.


Direct Response Marketing on Facebook

Bid types Facebook offers a variety of bidding options to help you deliver your ads to the right audience at the most efficient price for your objective. The 4 bidding options are cost per impression (CPM), cost per click (CPC), optimised cost per impression (oCPM) and cost per action (CPA).

You value Cost per 1000 impressions (CPM)

You pay for

We optimise for







Use CPM if your objective is to drive impressions of your ad. If you care about clicks or conversions and you’re targeting a very specific or highly targeted market, you can also bid CPM to gain greater reach for your ad. Cost per click (CPC)

For CPC with link ads, you pay for clicks on links, likes, comments and shares.

CPC is a good option for advertisers targeting a very specific audience. For example, if you want to target your highest LTV customers, you could use CPC bidding to serve ads to your entire audience rather than those likely to convert.

Optimised CPM (oCPM) oCPM enables you to specify the action that you care most about and set a target bid for that action. Facebook will then optimise delivery and bid aggressively to serve ads to users we believe are most likely to take that action.

For CPC with mobile app ads, you pay for clicks to the app store.







N.B. for oCPM to work properly you need a target audience > 600K Cost per action (CPA) Designed for mobile app ad campaigns, CPA bidding will efficiently spend your budget by delivering ads to users who are most likely to install your mobile app. With CPA, you have full control over what you spend per action and our system will deliver the results you care about.

MENA, 2015



Facebook offers customisable, transparent and actionable insights for effective online advertising across devices. Use the Facebook conversion pixel and Facebook or third-party SDK to better understand the people you’re reaching and how your campaigns are performing against your advertising goals.

The power of Facebook reporting: Cross-device: See how your customers are moving between devices before they convert Accurate: Measure the actions of real people, not cookies Actionable: Quickly review results and take action

The changing landscape- People are spending more time across devices People live their lives on multiple mobile devices and they’re constantly switching between them throughout the day. A person can see an ad for a product on their mobile phone and purchase on their desktop later. The ability to measure across devices can offer marketers vital insight into how and where their campaigns are performing.

Cross-device measurement - Measure the value of your campaigns across devices See how your customers are moving between devices before they convert.

41% of people are switching between devices to complete a single activity Source: Study by international market research agency GfK (commissioned by Facebook), March 2014

Facebook ads reporting: Availability: Global Objective: Online conversions, mobile conversions


Example: If you see that your customers convert more on desktop, you can sequence the messaging for your ads and use a stronger call-to-action on the device they’re likely to convert. You can use Custom Audiences to segment customers closer down the purchase funnel and reach them on the specific device they’re likely to convert.

Accurate reporting - Measure real people, not cookies With over 1.35 billion monthly active users (Sept. 2014), Facebook is the largest and most accurate measure of cross-device usage. While other advertising channels rely on cookies and outdated metrics (e.g. visits and page views), Facebook reports on real people’s actions no matter which device they’re using.

Actionable insights - Access data and take action faster

Requirements: For the most accurate reporting, implement the Facebook conversion pixel on your website and Facebook or thirdparty SDK in your mobile app.

The Facebook conversion pixel and Facebook or third-party SDK allows you to measure:

How to measure: All Facebook ad interfaces – ads create tool, Power Editor and API

Your progress against the specific actions that align with your advertising objectives (e.g. website conversions and app installs)

High- and low-performing campaigns so you can adjust budgets, pause or update.

The types of devices on which customers are most likely to convert so you can tailor messages and segment your audience

Direct Response Marketing on Facebook

Facebook conversion pixel & SDK Track and analyse the performance of your campaigns with Facebook’s measurement solutions. You can measure conversions where they happen, across devices and in mobile apps. Facebook’s conversion pixel measures website conversions When driving traffic to your desktop or mobile website, the Facebook conversion pixel will measure how your ads perform and provide the granular data needed to optimise your ads. It will also enable you to use other Facebook solutions that leverage pixel data such as Custom Audiences from your website and oCPM bidding. The Facebook conversion pixel measures: •

Your cross-device conversions on Facebook

Any interaction with your ad, such as photo clicks on the photo, like button, comment button and share button, as click conversions

Conversion activity in a 1-day, 7-day or 28-day window based on time the ad is shown

While Facebook provides its own conversion pixel for tracking, you can also implement a third-party pixel for measurement beyond Facebook. Generally, third-party pixels will measure: •

Granular data outside of Facebook such as LTV, KPIs and multi-touch attribution

Click conversions as clicks off of Facebook

All other clicks prior to a conversion as a view conversion

Data across channels with minimised redundancies

Data when the conversion takes place within a predefined attribution window

“We were able to identify the type of consumer who will convert, profile them, and use this to find more people to serve New Feeds adverts to.” Henry Arkell, Social Advertising Director, MGOMD. Facebook case study, April 2014

Facebook’s SDK and App Events measure mobile app conversions The Facebook SDK or Mobile Measurement Partner’s SDK will measure the granular data needed to optimise your mobile app ads to meet specific goals. You will need to measure in-app actions to optimise budgets for actions that matter. You can do this via Facebook App Events or through a Mobile Measurement Partner. The Facebook SDK and App Events measure: •

Any action taken in your mobile app ad such as an install or a purchase

Conversion activity within a 1-day, 7-day or 28-day window based on time the ad is shown

Rich people-based insights such as who buys the most in your app via App Insights

While Facebook provides its own SDK for tracking, you can also implement a thirdparty measurement solution. Generally, our third party mobile measurement partners measure: •

Cross ad network ad spend

Deeper downstream performance metrics and analysis such as funnel analysis

MENA, 2015


Conversion lift tests Conversion lift tests are the only way to objectively vet an attribution model.

Conversion lift measurement is a true experimental design approach which enables advertisers to determine the value of all Facebook impressions (views and clicks) beyond the last touch and determine the incremental impact Facebook advertising had on their business.

How to implement a conversion lift test in 5 easy steps 1. Before uploading your Custom Audience to Facebook, randomly divide your audience into two groups This creates a test group and a control group. Only include people you want to target for your specific objective. For example, if you’re a travel company promoting hotels to people who recently booked a flight, run a conversion lift test to people from that campaign. 2. Upload the two groups as separate Custom Audiences Do not make any changes to the Custom Audiences during the test to maintain accuracy. 3. When running your campaign, only show ads to the test group Make sure to exclude the control group from your campaign. Make sure to reach more than 75% of people in your test cell to get a good read on the impact of your advertising. 4. Analyse your point-of-sale data from both groups When measuring the results of your campaign, look at the data of all people within your test and control group. 5. Calculate the lift between the two groups Compare the delta in conversion rate and sales volume between the test and control group. For more information on conversion lift tests and details on our managed conversion lift test solution, reach out to your Facebook contact.


Direct Response Marketing on Facebook

Solution by Objective This is our recommended solution set for marketers looking to acquire customers or remarket to existing customers online, in-store and in mobile app. Driving online traffic from Facebook Targeting

Ad units

Bid types


Acquiring new customers

Core Audiences

Link ads in New Feed


Conversion pixel

Remarketing to existing customers

Custom Audiences

Custom Audiences exclusion


Link ads in News Feed


Conversion pixel


Driving in-store traffic from Facebook

Acquiring new customers


Ad units

Bid types


Core Audiences/ Partner Categories

Link ads in New Feed


Conversion lift tests

Custom Audiences from your website

Offer ads

Link ads in News Feed


Conversion lift tests

Photo ads


Photo ads

Lookalike Audiences Remarketing to existing customers

Custom Audiences

Offer ads

Driving mobile app installs and conversions from Facebook

Acquiring new mobile app users


Ad units

Bid types


Core Audiences

Mobile app install ads


Facebook SDK + App Events or third party mobile measurement partner

Custom Audiences


Lookalike Audiences Remarketing to existing mobile app users

Custom Audiences

Mobile app engagement ads

MENA, 2015


Facebook SDK + App Events or third party mobile measurement partner


Best Practices


Direct Response Marketing on Facebook

Campaign Prep Planning your campaign As you plan your campaign on Facebook, you can start by asking yourself a few questions: •

What are my business goals and how do they map to the objectives I can drive on Facebook? For instance, your business goals could be acquiring new customers or remarketing to existing customers.

How will I measure and track results? Before launching your campaign, identify clear KPIs so you and your partners can work towards the same goal.

The answers to these questions will define your strategy and help you measure the effectiveness of Facebook alongside other direct response channels. Next, follow these steps: •

Align Facebook with your other efforts on digital From account planning to the KPIs you’ll measure, leverage the same processes and best practices for an apples-to-apples comparison between channels.

Consider long-term success metrics It’s not too early to set long-term goals for your program. Consider metrics such as lifetime value (LTV), downstream value, average order value (AOV) and share of new customers.

Leverage your fans Your business will benefit from having more people who like your Page since Facebook ads show social context, which increases the efficacy of your ads. Audience Insights from your Page such as geographic, demographic and interests data can also enhance your ability to target the right people and refine your creative for specific campaigns.

Campaign structure Facebook’s campaign structure makes it easier for you to organise, optimise and measure the performance of your ads. The structure has three levels: campaign, ad set and ad.

Campaign best practices 1. Set up campaigns based on advertising objectives


2. Create multiple campaigns within an ad account

Ad set

3. Cap spend across all campaigns and track spend for each campaign

Ad set

Ad set best practices 1. Organise ad sets by audience segment 2. Optimise top performing placements Ad




3. Set bidding to maximise performance 4. Adjust budgets to optimise spend

MENA, 2015


Ad best practices 1.

Use ad types that match your campaign objective


Create multiple ads to optimise performance


Improve the performance of your creative


Don’t go over the limits for number of campaigns, ads sets and ads

Set up for measurement To measure the success of your program, put in place the proper measurement solutions. 1. Know which KPIs (ROAS, average order value, conversion rate, etc.) you want to measure and what metrics you consider a success Share these success metrics with your partners (agency and/or PMD). 2. Bring your conversion data onto Facebook To track online conversions, implement the conversion pixel on your website. To track conversions in your mobile app, implement the Facebook SDK and set up App Events to measure and attribute specific ad spend to specific in-app actions. 3. Identify where the majority of conversions happen Looking at your data, identify where the majority of conversions occur. If you notice that more conversions occur on desktop than mobile, then increase spend on desktop and use the appropriate ad units and creative to drive your desired action. 4. Set up measurement for lifetime value (LTV) It’s not too early to set long-term goals for your program. Consider metrics such as lifetime value (LTV), downstream value and share of new customers. 5. Partner with a third-party solution for cross-channel measurement Encourage advertisers to implement third-party measurement solutions to measure the path-to-conversion for their customers and the impact Facebook has compared to other channels.


Direct Response Marketing on Facebook

Targeting Best Practices Use the following best practices to efficiently reach the people in your target audience. 1. Reach audiences based on where they are in the lifecycle For example, remarket to people who demonstrated purchase intent on your website, target existing customers who are likely to churn and reach your highest LTV customers to keep them engaged. 2. Minimise overlapping audiences Overlapping target audiences mean multiple ads are competing for the same auctions, thus cannibalising the delivery for your campaign. Consider consolidating target audiences into larger but fewer audience segments. Also, evaluate the timing of ad sets as they may not need to run at the same time 3. Remarket to people who demonstrate purchasing intent Advertisers can leverage data from Audience Insights and App Insights to identify audiences that may be interested in purchasing their products and increase the relevancy of their ads. 4. Exclude current customers from acquisition campaigns If you’re running a campaign with the goal of acquiring new customers, use Custom Audiences to exclude your existing customers from your campaign. 5. Use specific seed lists to build lookalike audiences When building a lookalike audience, start with a seed list that is specific to the objective you’re trying to achieve. For example, build a seed list of people who tend to convert online versus offline and find people who look like them.

Success Story InnoGames used website Custom Audiences to retarget lapsed players and encourage potential players who visited its website to complete a registration, and a conversion pixel to track the results. Result • 3.2X higher click rates than standard campaigns • 2.9X higher player value vs. standard campaigns • 47% higher conversion rate with cross-selling Custom Audience than average Facebook case study, Q4 2014

6. Reach people where they are most likely to convert If your target audience is more likely to convert on mobile (based on audience insights) then remarket to them with mobile ads. 7. Continously test and iterate Follow the 80:20 rule to scale your direct response marketing campaigns. You should set aside 20% of your budget for testing purposes and measure the overall prospecting CPA weekly. Then, to optimise your camapign you should replace the lowest performing delivery combinations with the highest performing ones from the test sample.

MENA, 2015


Facebook Custom Audiences Best Practices With Custom Audiences, you can safely and privately reach your most valuable audiences on Facebook using CRM data and intent data from your website or mobile app.

Custom Audiences enables you to connect with your most valuable audiences

Why Facebook Custom Audiences? Incredible scale: 1.35 billion people are on Facebook worldwide1 Real identity across devices: Facebook is uniquely positioned to reach authentic people, not cookies, no matter where they are or what device they’re using Accurate targeting: Working with real identities, our targeting is over 2x more accurate than other ad networks2 Measurable results: Track the incremental value of your ads on Facebook

Custom Audiences Best Practices Your CRM or intent data (Direct or through third party)

1. Leverage the data sources that align best with your objective •

 ustom Audiences from a data file C Import a list of contacts from your CRM database to acquire, retain and reengage with former, at-risk and high LTV customers.


 ustom Audiences from your website or mobile app C Implement the Facebook conversion pixel on your website or the Facebook SDK in your mobile app to acquire prospects who demonstrated intent on your website or mobile app and re-engage with customers who recently purchased.

Facebook real identity across 1.3B people

2. Mirror your Custom Audiences to your existing segmentation efforts Leverage what you already know about your customer and tailor your messaging to your audience segments to personalise their experience and drive your desired business outcome. For example, are you looking to reconnect with your loyalty members? Or customers who left items in their online shopping cart with a special discount? 3. Build Custom Audiences based on where your customers are in the funnel

Matched targets


For example, target new customers with educational messaging to learn more about your brand and target high-value customers with messaging tailored to their needs. Why is this important? A recent Facebook study discovered that sequenced marketing messaging, as your customers move through the funnel, could improve the results

Direct Response Marketing on Facebook

that matter to your campaign or brand. 4. Exclude existing customers from new customer acquisition campaigns Don’t pay for unwanted impressions, clicks or conversions in your new customer acquisition campaign. You can exclude your current customers from your campaign to ensure your messaging is on target. For example, if you’re looking to drive sign-ups for your newsletter, exclude existing subscribers from your campaign. 5. Supercharge your email or direct mail campaigns

ebookers Using Custom Audiences, it matched its own customer data (e.g. people who have booked flights but haven’t booked a hotel) with the same people on Facebook and target them with a tailored call-to-action.


 irect Mail and Email D Use Custom Audiences from a data file to complement your next direct mail campaign. Reach those who don’t open email, or amplify your direct mail message by reinforcing it within your audience on Facebook.

Search Campaign Find your customers before they search for you. Use Custom Audiences from your website or mobile app to uncover intent earlier in the purchase funnel to maximise search spend. Remember: most people don’t look for your brand by name if they’re not aware you exist.

41% increase in CTR 33% decrease in CPC 35% increase in avg. daily installs # 1 iOS travel app in 10 ebookers POS within 48 hours

6. Target customers that have demonstrated intent to purchase

Facebook case study, Q2 2014

7. Target customers across devices

For more success stories check out: business/success

Implement the Facebook conversion pixel and/or the Facebook SDK to target people based on intent. With Custom Audiences, you can target people based on the specific actions taken on your website or mobile app. E.g. remarket to people who abandoned their shopping cart with messaging that drives them back to purchase. Facebook targets real people no matter which device they’re using. Consider your cross-device conversions to ensure you’re sending the right message to the right people on the right device based on where they are in the conversion funnel. You can view your cross-device conversions by enabling the cross-device view in Facebook ads reporting. 8. Find people who are similar to your best customers Use Facebook lookalike audiences to grow your customer base by finding people who have similar characteristics to your highest lifetime value customers, current subscribers, high-value prospects or engaged app users. Build lookalike audiences from your CRM database, website visitors and mobile app customers. 9. Use a bid type that best suits your goals If you’re running a direct response campaign, use oCPM to deliver ads to people likely to convert. Use CPA if you don’t want to pay more than a specific cost per mobile app install. Lastly, test CPM to increase delivery to a highly qualified audience such as your high LTV customers. 10. Use quality data to build your Custom Audience When using Custom Audiences from a data file, you will have a better match rate with the people on Facebook when using higher quality data (e.g. complete email addresses, newer data, etc.).

Facebook Internal Data, Q3 2014 Nielsen OCR, August 2013



For example, if your contacts were entered several years ago and haven’t been updated since, it’s likely that their contact information is out of date.

MENA, 2015


Creative best practices Great creative drives engagement and can lead to higher delivery at a cheaper cost. Take advantage of the visual and native canvas in News Feed to drive your direct response objectives. Best practices for direct response creative 1. Stick to one strong focal point Keep to one focal point within your creative so that your objective is clear to your audience. For example, if you’re a retailer, showcase the product you’re selling and provide a clear directive within the ad. 2. Make your ad noticeable Use creative that captures attention and gets people to stop scrolling through their News Feed. 3. Insert brand personality Showcase your brand identity through your creative. For example, insert your logo or use your brand’s colour palette. 4. Create informational reward Make sure the product or service you’re promoting is relevant to your audience. For example, an events business can promote tickets for a concert to people who have previously expressed an interest in the band. 5. Create emotional reward Think of ways to connect with your audience emotionally. Humour is a great trigger. 6. Mirror creative to where your audience is in the sales funnel If your audience is in the consideration phase, use creative to drive interest in your products or services. If your audience has demonstrated intent on your website, use creative with a strong call-to-action to drive the outcome you care about. 7. Use a strong call-to-action Vital to direct response campaigns, ensure you have a single, clear call-to-action that drives your objective on Facebook. Do not confuse the call-to-action by asking them to purchase a product and like your Page. 8. Create consistency across the path-to-conversion When driving a conversion on your website or mobile app, keep the look and feel of the experience seamless from the ad itself all the way to the conversion page. 9. Keep the creative fresh Campaigns will begin to fatigue over time given the frequency with your target audience. Review performance over time and update creative often to maximise results. 10. Optimise your creative based on drop-off rates Ensure you’re using the best performing creative by testing continuously. Regularly review the performance of your creative and discard underperforming combinations.


Direct Response Marketing on Facebook

Bidding Facebook’s auction is designed to give you the least expensive delivery possible regardless of your bid. On Facebook, the bid is assumed to be the value (e.g. revenue) captured from each click, impression or action. Best practices for bidding 1. Bid your true value Bid the maximum amount you’re willing to pay per objective. Figure out what the max bid is by calculating the average profit from a click or action (this varies by target audience, and possibly other factors, and should be adjusted over time). 2. Increase your bid if you’re willing to pay more per objective Prices are calculated based on the position won in the auction and the weighted average of your competitors’ bids. This means that the price charged is almost always less than the bid. So if you’re willing to spend more, increase your bid to maximise delivery.

Pricing We charge you based on: • •

The position you win in the auction The weighted average of your competitors’ bids

3. Set accurate end times for your ad sets You might get slower delivery if the system thinks it has to spread your spend out over a long period of time. 4. Set different bids for low and high LTV users Create different LTV audience segments. Bid higher for people that bring more value in the long run, while bidding less for people that have a lower LTV. 5. Don’t change bids and budgets too frequently Fluctuations in bids may affect delivery. 6. Don’t try for the cheapest clicks or impressions You will reach people that are easier reached, but don’t necessarily provide the LTV you expect. In addition, you might not be able to scale your campaign properly. 7. Don’t create offensive or intrusive ads - it will cost you The more “x-outs” you receive on your ads, the more you will have to pay to reach users, and the smaller your target audience will become.

Best practices to test: oCPM + offsite conversion 1. Establish a baseline Add the conversion pixel, establish a baseline and generate at least 20 conversions before making assumptions. 2. Set the desired action Test oCPM with a conversion action that has a 1-day click-to-convert rate of 0.5% or higher – in some cases, this means the “action” should be an upper funnel action like “conduct a search” or “add to cart” 3. Set the bid Set the bid high for the first few days before reducing; keep in mind that the oCPM algorithm is based on a 1-day click conversion. 4. Determine your audience and budget Use a large target audience of 600k + and a budget of at least $20 per campaign 5. Test, test, test Advertisers should test which bidding option works best for them MENA, 2015


Measurement Properly measuring and optimising your ad campaigns is core to success on Facebook. Place Facebook’s conversion pixel or App Events at each key part of the conversion flow By placing the conversion pixel/App Events across the funnel, you will be able to test several optimisation techniques that could lead to additional conversions. In addition, you will be able to measure the downstream effect of our ads in relation to key conversion events.

If your goal is...

You should apply the pixel/App Event to...

General remarketing

Main landing pages, search pages, category pages

Lead generation

Main landing pages, loyalty/rewards pages, newsletter pages

Mobile app installs

Activate App and App Purchase

Mobile app re-engagement

Activate App, App Purchase, Add to Cart, Initiated Checkout


Loyalty/rewards pages

Retention with lapse customers

Loyalty/rewards pages, shopping cart (exclude purchasers via Custom Audiences pixel on checkout/ thank you pages)


Category/product pages

Fan acquisition

Main landing pages

For a complete view of your efforts on Facebook, we recommend a combination of measurement solutions:


Track your Facebook ad performance with the Facebook conversion pixel and SDK

Measure the incremental lift you receive from advertising on Facebook using conversion lift tests

Use third-party tracking and measurement to determine attribution across publishers

Direct Response Marketing on Facebook

Facebook Marketing Partners Ad Technology specialists There are 1.35 billion people on Facebook. Facebook Marketing Partners help you reach the right ones more easily, efficiently and with greater impact. From building technology that makes campaigns easier to run, to providing expert services and guidance, they help you get more from your campaign and build stronger connections with your audience. In short, partners help make you more successful on Facebook.

Why care ? Because innovation is good for everyone What is a Facebook Marketing Partner? Facebook Marketing Partners with an Ad Technology specialty combine advanced advertising technology and deep expertise to supercharge marketers’ capabilities on Facebook. They are more than just experts in our platform, they give you access to new technology and even build their own custom tools on our APIs. They also help you take advantage of advanced capabilities, new audiences and external data to make your campaigns more memorable and effective. The result is new solutions and experiences that light up Facebook for your audience and drive results for your business. What can they do for me? Partners help you elevate your presence on Facebook to create lasting business impact and help you surmount a number of challenges that you may encounter with Facebook advertising: Time Manual work can be slow work. Partner techology help marketers automate campaign creation, management & reporting. Data Marketers want to add data to their Facebook targeting. Partners enable marketers to bring their and others’ external data to Facebook to enhance ad relevance & effectiveness. MENA, 2015


Complexity There’s a lot of information to analyse. Partner technology can help simplify decisionmaking, testing and reporting. Expertise Marketer knowledge of Facebook can be limited. Some partners can provide expertise to enhance marketers’ knowledge or reduce the need to make new hires. Innovation Some clients want to be at the forefont of innovation. Our Facebook Marketing Partners often develop features before Facebook, e.g. dayparting and objective-based campaigns.

When should I choose a Partner? Facebook Marketing Partners are a good option for marketers looking to do anything from scaling campaigns on Facebook, to leveraging external data, to improve measurement and analytics. Key questions to ask yourself include: • Do I have the in-house expertise to effectively scale campaigns? • Has my performance on Power Editor plateaued? • Do I want add-on capabilities such as automated ad optimisation, sentiment analysis or dynamic Custom Audiences? If you answered yes to one or more of these questions, speak to your Facebook client partners or visti the below page for more info.



increased ROI

Make Me Reach helped Fotocasa. es & bid for top position in app stores by automatically pausing & playing their campaigns according to performance.




For, a Czech ecommerce player, ROI Hunter’s tool automatically recommends ads, targeting and creative they predict would convert best.

Direct Response Marketing on Facebook


time savings’s technology reduced the time taken by Modomoto on weekly optimisation and updates by 75%. They also provide speedy support via Skype.



MENA, 2015


Video advertising on Facebook Bring your brand to life with sight, sound and motion in Facebook’s News Feed, the centre of discovery

1 billion


42 million

video views each day on Facebook

of them taking place on mobile

people in MENA are active on Facebook every day (Q3 2014)

Get noticed ! Videos directly uploaded to Facebook can take up nearly the full screen in mobile News Feed

“Video gets 4X the reach if you put it through Facebook as opposed to YouTube” Olivia Nunn, Senior Marketing Manager, Universal Music UK

When compared to offsite video links, video directly uploaded to Facebook has performed better:


Images are larger than links to offsite videos, ensuring your brand gets noticed in News Feed.


lower CPC*


higher CTR*



lower cost per video play*

higher video play rate*

“By using Facebook native video player we managed to deliver a view rate 6x higher vs. other high impact digital takeovers,” Sofia Chiliadaki, Account Director, Mindshare. Video directly uploaded to Facebook

Link to offsite video

*Sources: comScore Mobile Metrix, (US March 2014); Facebook internal data (Q3 2014); Telco Outcome Measurement (2013); AdParlor, 2014 (1) ; AdParlor, 2014 (2)


Direct Response Marketing on Facebook

Achieve your business objectives by investing on Facebook 1


Be where people are

Consumers are shifting to mobile and 1 in 5 minutes on mobile is spent with Facebook and Instagram. Align your marketing budget to reach this audience.


Reach all the people who matter to you

Facebook can offer both mass broadcast and targeted reach: 42 million daily active users in MENA and 32 million mobile daily active users.

Live on the most engaging digital real estate

On average, people check Facebook 14x a day. Mobile News Feed lets people focus on one piece of content at a time, which is 7x more effective than a traditional display ad.

Case Studies


19% uplift



incremental sales by

in purchase intent with its

incremental reach over

increase in engagement for

extending their campaign

World Cup real-time video

TV for V40 car launch

Facebook + TV versus TV alone

from TV to Facebook

campaign on Facebook.


Ad format

Video Ad

Buying type

Reach & frequency

When to use

Drive targeted awareness of your Drive as many video views as possible video with predictable reach and by delivering your ad to people who controlled frequency are most likely to view your videos

Drive mass awareness to a broad audience with guaranteed impressions on a single day using video ads


3 - 30 days

You select

1 day


You select frequency for entire duration of campaign

Up to 2 per day; no lifetime frequency 1 capping2


All Facebook targeting capabilities3

All Facebook targeting capabilities

Broad age and gender


Predictable CPM


Fixed CPM


Varied based on audience size and frequency

Based on your bid

Set by rate card

Buying channel

Ads create tool, Power

Ads create tool, Power

Insertion order

Editor, API

Editor, API

oCPM for video views

Reach Block

Lead time

0 - 8 weeks in advance


Impressions, views, completed views, quartile views, shares, link clicks (in Page Insights and Ads Reporting), Nielsen Brand Effect, Nielsen OCR, Nielsen XCR, Datalogix6


Can be set up immediately

~ 3 days in advance

1 Available in all countries with >1.5M MAUs 2 Over the life of a campaign, an ad can be inserted multiple times. It can be inserted multiple times per day in the right column. Note: A Page that is running multiple ad creative to fans may have their ads inserted up to 4 times per day for those fans. 3 Reach and frequency campaigns are compatible with all targeting types except website Custom Audiences and fan-exclusion targeting. 4 Can schedule day of or up to 8 weeks before campaign end date. 5 Note that the campaign starts at midnight Eastern time. 6 Nielsen and Datalogix measurement only available in select countries. Please speak with your Facebook account representative to inquire about availability.

MENA, 2015


Video ads Tell rich stories with Facebook video Over 1 billion video views happen on Facebook everyday, make the most of your video strategy with these best practices.

1 1 Optimise for video views 2 Remarket to video viewers 3 Call-to-action 4 Analyse resonance

A leading retailer changed their lead creative as a result of comparing engagement with related content among the same audience.

2 3

more efficient costs per user acquisition.

5 6

Provide context Pull out a key quote or moment from the video as the text component of your post. This will help set expectations for the experience ahead.


Directly upload your videos to Facebook Directly uploaded videos play in the News Feed, delivering a seamless experience. Often, using a link to an off-site video creates an extra step where people must navigate to another site. Also, if you embed a video from another video player or link to a video off Facebook, you will have much more limited data to learn from.

4. Understand how your video resonates with people

Use video metrics to better understand what resonated with your target audiences and improve future campaigns.

Premiere exclusive content Post exclusive video content to your Page to reward them with something that they can’t get anywhere else.

3. A  dd a call-to-action Influence consideration by inviting people to further interact with your brand on Facebook or offsite.

Focus on quality from the first frame Since videos auto-play silently in Feed, you should lead with imagery that will catch a person’s eye from the very beginning.

Drive affinity and extend your storytelling by sending another targeted message to people who watched one of your videos.

Consider call-to-action driven ads AdParlor found that CTA-driven ads yielded higher click to conversion rates and

1. O  ptimise for video views 2. R  emarket to video viewers

Select an engaging thumbnail image A leading UK entertainment brand recently saw significant uplift in both engagement and positive sentiment by improving their video thumbnail.

4 Drive awareness by optimising for video views.

Test your creative before launch


Use video metrics to help you improve your campaigns Use the Audience Retention graph to see how engaging your video is at different points. You can understand which parts are most and least interesting to viewers, enabling you to identify ways to improve your videos.

9 32

Our APIs make it easy to upload your videos

Direct Response Marketing on Facebook

Video metrics

Refine your strategy with video insights

We’ve added video metrics in Page Insights and Ads Reporting to help you understand how your videos are performing on Facebook. These metrics are designed to show you what’s resonating with people and tune the length and content for your video audience. Views at different intervals in your video •

Audience Retention Graph: This chart shows the percentage of views at various moments throughout your video. If you see a spike in the percentage of views at a given point, it may be due to the fact that people rewatched that specific section of your video; similarly, if you see a dip, the portion of the video before the dip may not have captured viewers’ attention.

Cost per Video View: Average cost per view for your video ads. Note: Only available in Ads Reporting. This is a reporting metric, not a bid type. Clicks to play Video: Clicks to play register when the video starts after a person has clicked to play it. Page Insights view

Quartile video views to: 25%, 50%, 75%, 95%, and 100%: Shows the specific number of views occurring at these points within your video. Due to blank end screens on many videos causing a high rate of departure in the last few seconds, we highlight “Video Views to 95%” so you can see the number of views to the final seconds of your video.

Video Views A view of 3 seconds or more of a video. You can also see the portion of your video views driven by paid advertising. Unique Video Views The number of people who viewed your video for 3 seconds or more. You can also see the portion of your unique views driven by paid advertising. Average Duration of Video Viewed The average number of time people spent viewing your video.

Ads Reporting “Edit Columns” view

Other Measurement Plus, you can measure the success of your video campaign in line with your overall business objectives using metrics such as Nielsen OCR or XCR, Brand Effect or Datalogix.

MENA, 2015



Whether you are a new or experienced advertiser on Facebook, we hope this guide provided helpful tips to improve the performance of your campaigns. In summary, keep the following recommendations in mind: •

Use the recommended suite of Facebook solutions that align with your direct response objectives

Ensure your campaigns are structured efficiently according to Facebook’s best practices

Use compelling creative with strong call-to-actions to drive attention and conversion

Follow Facebook’s bidding best practices to ensure you’re paying the right amount per objective.

Use Facebook’s conversion pixel and/or SDK as well as experimental design tests for a complete view of your ad performance

Test targeting, creative, placement, ad unit and bids often to optimise for better results.

For more information about Facebook Advertising, visit


Direct Response Marketing on Facebook


MENA, 2015


Direct Response Marketing on Facebook

DR Playbook_MENA  
DR Playbook_MENA