0
Facebook’s Hidden Conversion Rate
Behind the Curtain of Top Campaigns

Presented by
Dennis Yu: dennis@blitzmetrics.com / @...
The official line

@dennisyu

2
People complain that Facebook marketing doesn’t work.

@dennisyu

3
An increase in website traffic means fans are engaged, while an increase in
session time means excellent content and relev...
An increase in website traffic means fans are engaged, while an increase in
session time means excellent content and relev...
An increase in website traffic means fans are engaged, while an increase in
session time means excellent content and relev...
Read the LA Times article here.

Hollywood is asking:

“Is Facebook worth it?”
@dennisyu

7
We analyzed 9 billion page posts over a 60-day
period before and after the change.

@dennisyu

8
72% of movies and network TV shows have experienced
a drop in the number of people who see their posts.

@dennisyu

9
23% of the biggest studio pages saw
a reduction in “engaged” users.

@dennisyu

10
The largest pages lost 45% of their traffic,
followed by 36% for medium sized pages.

@dennisyu

11
Does Facebook work for B2B lead gen?
How Social Affects
Lead Generation

@dennisyu

12
Tailor each creative to the exact person you’re targeting.

@dennisyu

13
Segment campaigns and filter targeting aggressively.

@dennisyu

14
An increase in website traffic means fans are engaged, while an increase in
session time means excellent content and relev...
CTR proxies engagement, and maybe sales

@dennisyu

16
Target people by the companies they work for on Facebook
Dental Equipment Manufacturer:

Software Technology Start-Up

@de...
…and LinkedIn

@dennisyu
And by job title

@dennisyu
Sponsored stories create social proof

“We recently started using the new Sponsored
Updates on LinkedIn and have found gre...
How I Optimize Facebook Ad
Campaigns In 15 Minutes Per Day

DIRECT AND INDIRECT LIFE
Split test to measure the life from s...
Split test on Arbitron ratings.
80% to test and 20% to the control.

22
Jack Daniel’s ran a test among different geos

St. Louis, IN

Philadelphia, PA

@dennisyu

23
There was a clear correlation in Facebook
activity and the media plan by market.

@dennisyu

24
Facebook sits high in the funnel, and therefore drives greater
awareness and more brand search terms, organic and paid.

2...
How to set up a split test

26
An increase in website traffic means fans are engaged, while an
increase in session time means excellent content and relev...
Marketo, by driving engagement from Facebook, has
increased brand awareness and searches for their name.
They structured t...
The link between Google search and box office
Quantifying
Movie Magic
with Google
Search

29
Film-specific title keywords spike during release week.
Quantifying
Movie Magic
with Google
Search

30
70% of the variation in box office performance can be explained
with movie-related search volume seven days prior to relea...
@dennisyu

32
Facebook is tackling both word of mouth
and search discovery with Graph Search.

@dennisyu

33
Search volumes are increasing, since graph search is one of the three pillars of Facebook.

@dennisyu

34
Dennis Yu on Ads Impact on Organic,
Facebook Retargeting, and Local Business

FACEBOOK EXCHANGE (FBX)
Remarketing bridges ...
Recapture users who visited your site,
but didn’t enter their zipcode.

@dennisyu
Show your site visitors your ads on the web.

@dennisyu
How Facebook Exchange (FBX) Works:

@dennisyu
How Rosetta Stone drove a 651% ROAS

@dennisyu

39
OBSERVATION #1
Use in-line likes.

OBSERVATION #2:
Write short wall posts.

OBSERVATION #3:
Ask questions.
Don’t just make...
OBSERVATION #4:
Run your acquisition,
retention, and organic
campaigns at the same time.

Observation #5:
Branding is grea...
Social media is at the top of the funnel, so you are aligning your
messaging with the levels of engagement along the way.
...
CUSTOM AUDIENCE TARGETING
Let the CAT Out!
@dennisyu

Let the CAT out of the bag!

43
Target your opportunities with CAT.

@dennisyu

44
Facebook’s Partner Category Targeting:
Is Your Head Spinning Yet?

PARTNER CATEGORIES
Target by offline purchase behavior....
Now you can run ads based on a user’s retail
shopping behavior and other offline information
Jobs Roles

@dennisyu

46
Now you are able to not only find the most interesting content
from your pool of friends and brands, but one step beyond.
...
Extra Credit

TOP TIPS FROM BLITZ
@dennisyu

48
Blitz Tips:
• Offsite pixel for CPA bidding.
• Conversion specs used with Optimized CPM to optimize ad delivery for
specif...
Split test on Arbitron ratings
80% to test and 20% to the control

@dennisyu

50
Split test on Arbitron ratings
80% to test and 20% to the control

@dennisyu

51
Email support@blitzmetrics.com
for checklists and processes we use ourselves
to optimize campaigns and estimate traffic.

...
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XCMO 2013: Tracing the Twisty Path of Social ROI

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Take a peek behind the scenes to view data from 20 brand experiments to measure the offline impact of social and how their marketing mix not just correlates with, but works in tandem with each other.

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  • Facebook users don't convert on their first impression or visit, no matter how attractive your landing page or content. The social assist drives up conversions in email, search, and other channels. Join Facebook marketing expert Dennis Yu as he logs into live Facebook campaigns to show you how the pros are driving leads, sales, and engagement on Facebook. Learn how you can:- Run Facebook retargeting to amplify your existing retargeting (FBX)- Apply ad combos to make your email list do double-duty (custom audiences)- Run Facebook retargeting to amplify your existing retargeting (FBX)- Target by offline purchase behavior in tandem with connection targeting (partner categories)- Measure the lift from social ads by calculating direct and indirect lift (don't have to be a math major)- Nab the training documents that Facebook provides agencies to use for clients (we're happy to share)We'll share the checklists and processes we use ourselves to optimize campaigns and estimate traffic. Bring your thorniest questions and issues to get answered in this live session featuring Dennis Yu and hosted by Tim Ash.Free Webinar Thursday, August 15th 10am-11am PST / 1pm-2pm EST
  • We recently started using the new Sponsored Updates on LinkedIn and have found great results. We haven’t seen much ROI from the normal LinkedIn text ads though. 
  • Find the Google analytics of a client who sees an increase in their branded search terms.   Social drives brand awareness and searches for their name.Marketo, by driving engagement from Facebook, got their blog into the AdAge Top 30 rankings. Bryan and Jeff Eisenberg helped structure the content, which Marketo then amplified to drive leads.
  • choose any 2-3 of the stats, then include the link
  • choose any 2-3 of the stats, then include the link
  • choose any 2-3 of the stats, then include the link
  • This means that we are now able to not only find the most interesting content from your pool of friends and brands, but one step beyond.
  • checklists and processes we use ourselves to optimize campaigns and estimate traffic. Bring your thorniest questions and issues to get answered in this live session featuring Dennis Yu and hosted by Tim Ash.
  • Transcript of "XCMO 2013: Tracing the Twisty Path of Social ROI"

    1. 1. Facebook’s Hidden Conversion Rate Behind the Curtain of Top Campaigns Presented by Dennis Yu: dennis@blitzmetrics.com / @dennisyu
    2. 2. The official line @dennisyu 2
    3. 3. People complain that Facebook marketing doesn’t work. @dennisyu 3
    4. 4. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 4
    5. 5. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 5
    6. 6. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 6
    7. 7. Read the LA Times article here. Hollywood is asking: “Is Facebook worth it?” @dennisyu 7
    8. 8. We analyzed 9 billion page posts over a 60-day period before and after the change. @dennisyu 8
    9. 9. 72% of movies and network TV shows have experienced a drop in the number of people who see their posts. @dennisyu 9
    10. 10. 23% of the biggest studio pages saw a reduction in “engaged” users. @dennisyu 10
    11. 11. The largest pages lost 45% of their traffic, followed by 36% for medium sized pages. @dennisyu 11
    12. 12. Does Facebook work for B2B lead gen? How Social Affects Lead Generation @dennisyu 12
    13. 13. Tailor each creative to the exact person you’re targeting. @dennisyu 13
    14. 14. Segment campaigns and filter targeting aggressively. @dennisyu 14
    15. 15. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 15
    16. 16. CTR proxies engagement, and maybe sales @dennisyu 16
    17. 17. Target people by the companies they work for on Facebook Dental Equipment Manufacturer: Software Technology Start-Up @dennisyu
    18. 18. …and LinkedIn @dennisyu
    19. 19. And by job title @dennisyu
    20. 20. Sponsored stories create social proof “We recently started using the new Sponsored Updates on LinkedIn and have found great results.” Carra Manahan, Marketing Programs Coordinator Marketo @dennisyu
    21. 21. How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day DIRECT AND INDIRECT LIFE Split test to measure the life from social ads. @dennisyu 21
    22. 22. Split test on Arbitron ratings. 80% to test and 20% to the control. 22
    23. 23. Jack Daniel’s ran a test among different geos St. Louis, IN Philadelphia, PA @dennisyu 23
    24. 24. There was a clear correlation in Facebook activity and the media plan by market. @dennisyu 24
    25. 25. Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid. 25
    26. 26. How to set up a split test 26
    27. 27. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. 27
    28. 28. Marketo, by driving engagement from Facebook, has increased brand awareness and searches for their name. They structured their content to specific audiences, then amplified to drive leads. The result: They got their blog into the AdAge Top 30 rankings. @dennisyu 28
    29. 29. The link between Google search and box office Quantifying Movie Magic with Google Search 29
    30. 30. Film-specific title keywords spike during release week. Quantifying Movie Magic with Google Search 30
    31. 31. 70% of the variation in box office performance can be explained with movie-related search volume seven days prior to release date. Quantifying Movie Magic with Google Search 31
    32. 32. @dennisyu 32
    33. 33. Facebook is tackling both word of mouth and search discovery with Graph Search. @dennisyu 33
    34. 34. Search volumes are increasing, since graph search is one of the three pillars of Facebook. @dennisyu 34
    35. 35. Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business FACEBOOK EXCHANGE (FBX) Remarketing bridges the gap from visitor to customer. @dennisyu 35
    36. 36. Recapture users who visited your site, but didn’t enter their zipcode. @dennisyu
    37. 37. Show your site visitors your ads on the web. @dennisyu
    38. 38. How Facebook Exchange (FBX) Works: @dennisyu
    39. 39. How Rosetta Stone drove a 651% ROAS @dennisyu 39
    40. 40. OBSERVATION #1 Use in-line likes. OBSERVATION #2: Write short wall posts. OBSERVATION #3: Ask questions. Don’t just make statements. @dennisyu 40
    41. 41. OBSERVATION #4: Run your acquisition, retention, and organic campaigns at the same time. Observation #5: Branding is great, but revenue is better. @dennisyu 41
    42. 42. Social media is at the top of the funnel, so you are aligning your messaging with the levels of engagement along the way. Awareness: Amplify what actually works to engage fans. Engagement: Once users are engaged, collect emails to increase conversions. Conversion: Increasing social visits to your website increases sales. @dennisyu ROI 42
    43. 43. CUSTOM AUDIENCE TARGETING Let the CAT Out! @dennisyu Let the CAT out of the bag! 43
    44. 44. Target your opportunities with CAT. @dennisyu 44
    45. 45. Facebook’s Partner Category Targeting: Is Your Head Spinning Yet? PARTNER CATEGORIES Target by offline purchase behavior. @dennisyu 45
    46. 46. Now you can run ads based on a user’s retail shopping behavior and other offline information Jobs Roles @dennisyu 46
    47. 47. Now you are able to not only find the most interesting content from your pool of friends and brands, but one step beyond. @dennisyu
    48. 48. Extra Credit TOP TIPS FROM BLITZ @dennisyu 48
    49. 49. Blitz Tips: • Offsite pixel for CPA bidding. • Conversion specs used with Optimized CPM to optimize ad delivery for specific actions. • Place ads in mobile for maximum engagement. • Onion Targeting is smart interest multiplication. • Prune ads with broad category targeting. • Partner Targeting to run ads based on user’s shopping behavior. • PTAT to detect competitive ad spend. • Facebook's Power Editor's special features. • Target users by the companies they work for and by job title. 49
    50. 50. Split test on Arbitron ratings 80% to test and 20% to the control @dennisyu 50
    51. 51. Split test on Arbitron ratings 80% to test and 20% to the control @dennisyu 51
    52. 52. Email support@blitzmetrics.com for checklists and processes we use ourselves to optimize campaigns and estimate traffic. D e n n i s Yu dennis@blitzmetrics.com @dennisyu 52
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