DESKTOP VS.

MOBILE
ADVERTISING ON FACEBOOK
 Desktop vs. Mobile
Advertising on Facebook 02
Desktop vs. Mobile Key Insights
Advertising on Facebook

Mobile advertising is growing at an unprecedented rate as people are abandoning the desktop
version of Facebook in favor of accessing the site by smartphones. Facebooks recent Q2 2016
earnings announcement noted that mobile ads currently account for 81% of the organizations
revenue. Mobile-forward thinking is paramount. In this guide, we discuss recent changes in
the advertising landscape, and compare desktop and mobile advantages.
Mobile ads were launched on Facebook in 2012 and currently account for 84% of Facebook's
total advertising revenue1
Of the 1.71 billion Facebook monthly active users, 92% of them (1.57 million) are mobile users
Mobile active daily users number 1.03 billion on average, an increase of 22% year-over-year

Mobile monthly active users increased 20% year-over-year

1
According to Facebook Reports Second Quarter 2016 Results

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 Desktop vs. Mobile
Advertising on Facebook 03
Introduction

Since going public in 2012, Facebook has developed a robust mobile advertising Cross device conversions over time Mobile Ad Revenue Desktop Ad Revenue

platform. Mobile ads have played a key role in Facebooks Q2 2016 results beating
6000
projections for both earnings and revenue, with mobile advertising accounting for 84%
of Facebooks advertising revenue and 81% of total revenue.
5000

Mobile ads have grown explosively for Facebook, contributing to more than 90%

Revenue (in millions of dollars)

of Facebooks revenue growth in each of the eleven previous quarters, while desktop
4000
ads and payments have stayed flat.

3000

Facebooks mobile advertising services have been widely successful especially since
the platform receives 1.03 billion daily mobile users on average. The development 2000
and speed with which mobile ads have become the largest source of revenue for
the company is astounding. This is precisely why mobile-forward thinking is critical
1000
in todays rapidly changing environment on social media. Mobile commerce is thriving
as consumers are increasingly on their smartphones.
0
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
What are the advantages and disadvantages for businesses that wish to excel with 2013 2014 2014 2014 2014 2015 2015 2015 2015 2016 2016
social ads in the competition between desktop vs. mobile?
Source: Facebook

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 Desktop vs. Mobile
Advertising on Facebook 04
Desktop and mobile strengths
Desktop Advertising Mobile Advertising
Ideal if you need the users undivided attention Great for media companies that engage their audience within a quick glance

Better for longer or rich content (videos, HTML5, Flash etc.) Ideal for links with microsites and landing pages

In B2B ideal for lead-generation that requires filling out the forms on the landing page Helpful for a clear Call-To-Action (CTA) that can grab attention on any screen size

Driving website traffic and conversions Driving website traffic and conversions
Use Custom Audiences and target the people that have already visited your website, e-mail subscribers, One common mistake brands make is neglecting to optimize campaign images for mobile displays,
and your contacts through their customer journey: leading to cut-off and unwieldy graphics. Make sure your campaign visuals are mobile-friendly.

Target leads, prospects, and clients with relevant messaging Its also essential to have a responsive website and landing page if you go mobile. Forms that need
to be filled should be easily clickable on any screen size or ideally prefilled by offering users a social
People have a longer attention span than on mobiles, so its important to test a lot of images log-in via Facebook, Twitter or other profiles.

Use Lookalike2 audiences to target the message to similar recipients

Target your Fans - they are cheaper and have a nearly 3x better Click Through Rate (CTR)

2
Lookalike audiences in Facebook gathers a similar target audience to help you target people who are similar to your current customers for Fan acquisition, site registration, off-Facebook purchases, coupon claims and brand awareness.
Facebook analyzes your Custom Audience list and creates a new segment that is optimized based on either similarity or reach.

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 Desktop vs. Mobile
Advertising on Facebook 05
Raising Brand Awareness
Desktop Mobile

Identify the best-performing organic posts (by high reach and engagement) in real-time, and promote Publish videos natively (they have better reach and engagement than videos leading outside
them quickly to maximize your reach the platform e.g. posting a YouTube video to Facebook)

Promote posts that are strategically important such as those featuring your latest campaign or product Videos render better on mobile devices than on desktops

If video content is being used, have a clear CTA at the end to direct users to the desired place Ensure that the video does not require a lot of data

Use location-based targeting whenever relevant

Desktop vs. Mobile Cross device conversions over time Mobile Click Mobile View

70% 66% 67% 67%

Since mobile is very often the first source of contact with Facebook for a lot of users during the day, mobile
ads can help to support a campaign designed for desktop ads. 60%

50%

Raise awareness with light messaging on mobile 40% 32%

30% 22%
Continue desktop ads for final conversion 20% 11%
10%
According to an analysis of Facebook ad performance in the United States, of the people who showed interest 0%
1 day prior 7 days prior 28 days prior
in Facebook mobile Ads, more than 32% converted on desktop within 28 days3.
Source: Facebook internal data, US, measured May 15, 2014 - JuLy 25, 2014, reported August 2014

3
Facebook for Business

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 Desktop vs. Mobile
Advertising on Facebook 06
Post and promote videos natively
Native videos get more reach than any other type of post - thats why it pays off to promote them

Average Organic Reach

While videos are relatively more promoted than photos 27% of all videos are promoted, compared to 17%
of photos there are so many more photos than videos that the new format is still far more effective 6%
at reaching audiences. 5%
5%
4%
4%
Because Facebook videos auto-play silently, its essential to make them visually appealing
right from the start 3%
2% 2%
2%
Try including a dialogue right at the beginning of a video. If people want to hear whats being said, theyll
click for sound and video churn rates show that viewers who make it past the first 5% of a video will 1%
likely stay engaged to watch until the end
0%
Link Photo Status Video
Make your native videos as shareable as possible - the objective is to make your content worth sharing
(when someone shares your post it reflects the highest form of brand endorsement) thus helping to Date Range: April - JuLy 2016
Note: The sample consisted of 4.705 company pages and more than 300.000 posts
increase brand awareness

4
Native Advertising and Organic Reach

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 Desktop vs. Mobile
Advertising on Facebook 07
Driving online sales
Desktop Mobile

Remarket the visitors of the website or visitors that did not complete a purchase Responsive design is essential

Desktop is more suitable, as it ensures users are more likely to catch the ad in their feeds since Creating a mobile app can be beneficial; get customer feedback to see whether theyd prefer the app
it occupies more space
Use mobile advertising IDs - Android, Apple, Facebook App
Target your fanbase, provide special deals and not only discounts
Connect it with your your offline activities by targeting the users that are nearby your shop
Pay attention to the frequency of retargeting to minimize the times a person sees the same ad

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 Desktop vs. Mobile
Advertising on Facebook 08
Stimulate local in-store sales
Desktop Mobile

Target your fans, website audience and newsletter audience, cross-testing Target ads to people close to your location and offer them something extra
effectiveness across multiple ad sets for additional value

Use the Offer ad format to provide one-time-one-time-only deals that will

be shown to those near your stores

Improve performance with carousel ads. Carousel link

ads drive 30 - 50% lower cost-per-conversion and
20 - 30% lower cost-per-click than single-image link ads5.

5
Facebook for Business Carousel Ad Performance
Image: Facebook for Business

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 Desktop vs. Mobile
Advertising on Facebook 09
Get new installs for your app
Desktop Mobile

Is your app available on Facebook? Use desktop ads to drive valuable traffic Use mobile targeting and leverage Audience Network targeting, which posts your ad in other
3rd party apps, to reach the broadest audience beyond Facebook. Ads in the Audience Network
Use bright and catchy images to grab attention use the same imagery you use for your Facebook Ads, so theres no need for new creative.

Videos are great - learn how to succeed here Segment your audience and test many different ads

Make the ad relevant to the interests of those being targeted e.g. a fitness app Cross-test the video auto-play and click-to-play formats
for fitness buffs
Use the carousel format

Incentivize users to install the app by promoting a special offer e.g. if 1 order is made through the app,
the user will receive a 50% discount

6
Facebook for Business and the Audience Network

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 010
Desktop vs. Mobile
Advertising on Facebook

Gain more Likes for your Pages

Desktop Desktop

People have a longer attention span than on mobiles, so its important to test a lot of images Be sure to target your Fans

Use a newsletter tab for your Page (dont worry - this can be done almost pain-free with tools

Mobile
like TabFoundry)

Do not send users away from Facebook to complete the newsletter subscription by redirecting them
to another website - use a Facebook native-app on your Page to capture emails for subscriptions
Use extremely clear images - faces work great!
Target Lookalike audiences of your Fans and your newsletter subscribers
Keep texts short and catchy

Performs well for younger age groups

Mobile
This is difficult to achieve, and so it requires the landing page to be responsive and ideally prefilled

The good news is that, that Facebook is now testing new lead gen forms that should simplify
the process for mobile.

Facebook is testing lead ads to make the mobile signup process easier by automatically inserting contact
information from their Facebook Profile - in the form of an email address, name, and surname.

7
Facebook for Business 8
Facebook for Business Mobile Sign-up Process
Mobile Sign-up Process

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