GYRO INTERNAL USE ONLY POV Facebook Pay-Per-Click Ad Formats by Objective

WHAT Facebook ppc ads by objective EXECUTIVE SUMMARY Facebook pay per click (PPC) is an excellent channel for reaching a large yet precision-targeted audience with advertising to meet a variety of objectives. An ever-increasing number of ad types can be used to meet just about any campaign objective (or multiple objectives). The campaign objective or objectives (for example, post engagement, video views, website traffic) determines the recommended ad format. Ads can appear in the newsfeed on desktops, newsfeeds on mobile or the right-hand column (RHC) of desktops (as there is no RHC on mobile). Facebook has also recently released an ad format that allows ads to serve on other mobile apps using Facebook’s demographic and interest targeting. WHERE DO ADS DISPLAY? Ads can display in three different placement types on Facebook or on the Facebook audience network of mobile app partners. Any or all of these options are available for most campaign types; and, in most cases, all placement types should be tested at the onset of a campaign. Each placement type varies slightly on the content included in the ad. Mobile newsfeed ads drive the majority of traffic. Desktop newsfeed ads Mobile newsfeed ads Desktop RHC ads Right-hand column (desktop) Mobile newsfeed Desktop newsfeed FACEBOOK PPC AD FORMATS BY OBJECTIVE 2

Facebook ppc ads by objective SO WHAT START HERE: DETERMINE CAMPAIGN OBJECTIVE Facebook ad formats have evolved over the last year or so to simplify the process for advertisers and match specific ad formats to specific campaign objectives. Different objectives have different ad formatting options. Any given client initiative can have multiple Facebook campaigns to meet multiple objectives. For example: An awareness initiative could include a site traffic campaign, a promoted post campaign and a video campaign. CAMPAIGN OBJECTIVES BY TYPE Campaign Objective: Drive website traffic/conversions Primary Key Performance Indicators: Cost/website click or cost/conversion User Experience: Ads drive directly to website; company FB page is not required for this campaign objective but is required for newsfeed placement. New “carousel” format allows for multiple products/images/landing pages in one ad. Ads can include a CTA button (Learn more) that aligns with the end goal upon reaching the website. FACEBOOK PPC AD FORMATS BY OBJECTIVE 3

Facebook ppc ads by objective SO WHAT CAMPAIGN OBJECTIVES BY TYPE (CONTINUED) Campaign Objective: Drive post engagement Primary Key Performance Indicator: Cost/engagement User Experience: Call to action could be to engage with the post itself (Like, Share, Comment) or to engage with the content contained within the post (Watch now, Learn more). Campaign Objective: Drive Facebook page “Likes” Primary Key Performance Indicator: Cost/like User Experience: Option to “Like” switches to a checkmark to indicate that the page has been liked. Viewer can also click on other ad elements (page name, image) that would drive to the Facebook page. FACEBOOK PPC AD FORMATS BY OBJECTIVE 4

Facebook ppc ads by objective SO WHAT CAMPAIGN OBJECTIVES BY TYPE (Continued) Campaign Objective: Video views Primary Key Performance Indicators: View rate, cost/view, duration User Experience: Video begins to automatically play if on screen for 3 or more seconds. Campaign Objectives: App installs App engagement Reach people near your business Raise event attendance Get people to claim your offer Ad formats for these campaign objectives do not traditionally match the campaign objectives of gyro’s clients and have not been tested. FACEBOOK PPC AD FORMATS BY OBJECTIVE 5