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
High Quality Reach Relevance Efficiency 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.
Audience Targeting
Facebook Data:
Build audiences based on native data
How To Buy
Direct from Facebook or Preferred Marketing Developer (PMD)
Product
Premium and Marketplace
Audience Targeting
Advertiser’s Consumer Intent Data:
Bid impression by impression in real-time
How To Buy
Demand-side Platform (DSP)
Product
Marketplace Only
Native Facebook Facebook Exchange
Your web behavior via cookie data anonymously classifies as an “auto intender”: Over the past 30-90 days you searched for “Cost of New Car”
Visited:
Visit Facebook.com
advertiser
1) 1) What kind of ads can I run? What kind of ads can I run?
2) 2) Can I serve my own ads? Can I serve my own ads?
3) Can I use view tags? 3) Can I use view tags?
4) Can I target facebook data? 4) Can I target facebook data?
5) What type of Ads are available 5) What type of Ads are available
6) Why Facebook Exchange? 6) Why Facebook Exchange?
NOT AVAILABLE NOT AVAILABLE (Standard Ads driving (Standard Ads driving
Creative: Creative: Use something simple and test a few permutations. Ask your Facebook account
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
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 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
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
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.