1. Facebook Advertising Publisher event March 2014 1

2. My Facebook timeline Started working with Facebook advertising in 2008 Have tried every single ad format Done viral apps Helped companies boost their fan page Got API access as one of the first companies in Europe Developed ad management tool Spent several million dollars on Facebook advertising Have had a lot of success and failures Got shutdown by Facebook Had my personal account banned Got back in the game again Was shutdown again Sneaked my way back under cover 2

3. So why bother? Because there is still a lot of money to be made on Facebook 3

4. True or false? 4 Facebook advertising is too expensive Cost per Click is going up CTR is going down There is no virale effect True, if you keep doing the same thing you have always done

5. Still possible to make a lot of money on Facebook 5

6. Which survey themes works on Facebook? Travel surveys always work Niche surveys Find a large group of people that share the same interests on Facebook and make your own survey for them Niche examples : –Win a bicycle –Win a sewing machine –Win a golf vacation –Win a motorcycle –Win a PlayStation 4 6

7. Who should you target? Don’t just focus on women +30 7 99% Male Avg. age 22 Conv. rate 23% Prefill 9% RPL higher than avg. CPC 0.45$

8. Blueprint for the perfect image post 8 Source: Salesforce

9. Give your images the attention they deserve The image is the single most important element of your advert campaign. Specifically, a basic analysis shows that the vast majority of the variance accounting for how well an advert performs (regardless of how it is measured) can be attributed to the image Win a dream vacation Where do you wanna go?

10. Take Advantage of the 20% Text Rule Take advantage of Facebook’s 20% text rule when it comes to creating graphics for your promoted posts by including text to grab your audience’s attention 10

11. Top 5 creative ways to achieve higher CTR 11 Source: Adobe The presence of people, choice of background colours and even product angling all contribute to the effectiveness of your Facebook ads, according to the latest research.

12. Top 5 creative ways to achieve higher CTR 12 Source: Adobe

13. Top 5 creative ways to achieve higher CTR 13 Source: Adobe

14. Grow your Audience and Your Reach Upload a mailing list or phone directory from your site or newsletter into Facebook, and you can choose to either target these users on Facebook, or you can exclude them but use them as the baseline for Facebook to find similar or ‘lookalike’ users. 14

15. Make Use of Platforms Which Can Increase your ROI Using a platform which allows you to easily create your own ads enables you to test several different ad formats and do MVT. Some platforms offer you full bid optimization. 15

16. Use Facebook’s conversion pixel Facebook’s conversion pixel is not just about being able to track conversions better from Facebook, it’s also about optimizing for them. One of the bid types that Facebook offers via it’s Power Editor is ‘oCPM for conversions which algorithmically optimizes your budget to drive more conversions. 16

17. Implementing the conversion pixel – Step 1 17

18. Implementing the conversion pixel – Step 2 18

19. Implementing the conversion pixel – Step 3 19

20. Facebook has introduced a new campaign structure 20 With this change, Facebook will introduce a third level to the campaign structure to make it easier for you to organize, optimize and measure the performance of your advertising with Facebook.

21. Niche survey = low cpc 21