Facebook Exchange Facebook Exchange (FBX) (FBX) Facebook Exchange - PowerPoint PPT Presentation

Facebook Exchange Facebook Exchange (FBX) (FBX)

Facebook Exchange The Facebook Exchange allows programmatic buying of Facebook ad inventory through real-time bidding. Agencies, trading desks and direct marketers can buy Facebook ads using their own customer intent data on Facebook Exchange. High Quality Reach Relevance Efficiency

Facebook Exchange: How to buy Facebook Exchange Native Facebook Audience Targeting Audience Targeting Facebook Data: Advertiser’s Consumer Intent Data: • Web Browsing • Likes, Check-ins, Interests, Broad Categories • Age, Gender, Demographics • Search Behavior • Fans, Friends of Friends • Purchase Intent Build audiences based on native data Bid impression by impression in real-time How To Buy How To Buy Direct from Facebook or Preferred Demand-side Platform (DSP) Marketing Developer (PMD) Product Product Premium and Marketplace Marketplace Only

FBX Re-targeting: How Does an Advertiser Know if You’re in the Market for a Car? Your web behavior via cookie data anonymously classifies as an “auto intender”: Visit Facebook.com Over the past 30-90 Visited: • served an ad by an auto • cars.com days you searched advertiser • kellybluebook.com for “Cost of New Car” • allstate.com on a search engine

Specifics of Facebook Exchange? Effective at driving actions 1) 1) What kind of ads can I run? What kind of ads can I run? • Standard Facebook Ads (driving off-site only) • No IAB or non-Facebook formats 2) 2) Can I serve my own ads? Can I serve my own ads? NOT AVAILABLE NOT AVAILABLE (Standard Ads driving (Standard Ads driving • No, Facebook serves all creative. off-site only) off-site only) 3) Can I use view tags? 3) Can I use view tags? • Yes, from approved providers. 4) Can I target facebook data? 4) Can I target facebook data? • No. Only DSP data. 5) What type of Ads are available 5) What type of Ads are available • Standard Ads (driving off-site only) 6) Why Facebook Exchange? 6) Why Facebook Exchange? • Quality and quantity of reach • Unique reach Performance •

Best practices for Facebook Exchange Creative: Use something simple and test a few permutations. Ask your Facebook account Creative: team for tips Frequency: Frequency: Due to the differences in our placements and formats, choose a frequency goal that’s several times higher than what you would use elsewhere Targeting: Targeting: Use Facebook Exchange when leveraging data that only exists outside Facebook. Use native Facebook tools when targeting things like age, gender, geo, music/tv interests Objective: Objective: Only choose measurable, meaningful objectives with hard CPA goals. Use native Facebook tools for social objectives like fans or application installs Bid Bid : : Bid as high as you can per impression to maximize reach Ask for help Ask for help : : Don’t hesitate to contact your Facebook team on how to align your objectives with the right sets of Facebook ad products and buying channels

FBX –RESULTS Of the first 15 clients launched on FBX, 14 beat CPA goals … by an average of 37%!. Why does it convert better? a safe environment that people trust, people are highly engaged in FB content, the ads are presented with less clutter, and don't underestimate the power of text to drive a response.