Mastering Facebook, Instagram and Snapchat Paid Advertising
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Learn about tips and tricks to make the most of your paid Facebook, Instagram and Snapchat campaigns. Aubry Parks-Fried Fried, Sr. Manager of Digital Innovation at Centro will share valuable insights base on her work with major brand clients, on ways you can develop and set-up your campaigns for success.
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Mastering Facebook, Instagram and Snapchat Paid Advertising
- 1. 1
- 2. 2 A NETWORK ON THE HORIZON STATE OF THE UNION UNDERSTANDING THE PLACEMENTS THE FULL FUNNEL APPROACH
- 3. 3 DIGITAL RULES OUR DAY Time on mobile devices Spent daily on digital media 60% 6HR 28% Time logged into social networking sites 70% of consumers want to learn about products through content vs. traditional advertising Source: eMarketer, BI Intelligence
- 4. 4 SOCIAL IS OUR GATEWAYTO INFORMATION+ COMMUNICATION
- 5. 5 of all internet users check in daily Demos evenly index 72% 70% of all internet users check in daily Skews young and diverse 28% 59% CASTING THE WIDEST SOCIAL NET
- 6. 6 MORE THAN 1 IN 5MOBILE MINUTES IN THE US IS SPENT ON FACEBOOK & INSTAGRAM
- 7. 7 2015 MARKED THE END OF ORGANIC SOCIAL REACH
- 10. 10 Facebook Instagram Daily audience reach with separated buys HOW INCREMENTAL REACH CAN BE EFFICIENT REACH
- 11. 11 Facebook Instagram Daily audience reach with optimized placement HOW INCREMENTAL REACH CAN BE EFFICIENT REACH
- 12. 12 Location Demographics Interests Behaviors Connections Custom Audiences Lookalike Audiences PUTALL OF YOUR TARGETING CARDS ON THE TABLE
- 13. 13 FULL-FUNNEL TARGETING APPROACH OBJECTIVE AWARENES S TARGETING Geo Targeting Behaviors:: 3rd Party Data Providers Lookalike Modeling Core Demos: Age & Gender Keyword Targeting and Searches CRM Targeting Friends of Fans or Followers Site and Video Retargeting Interests:: 1st Party Topics & Interest Categories Reach + Frequency Video Completion Rate Key Page Views Nielsen Brand Effect Study Engagement Rate ROI + ROAS Cost per Click Cost per Conversion Ad Recall Lift CONSIDERATION CONVERSION KPI
- 14. 14 GONE IN A SNAP! HOW GOING “DARK” CHANGED THE GAME
- 16. 16 SNAPCHAT BY THE NUMBERS 150M The average user spends 10 MINS active users worldwide Source: eMarketer, Snapchat a day logged into the platform 8B 60%of US 13-34 y/o smartphone users are Snapchatters Generate videos views every day
- 18. 18 Get to know your audience. Understand how, what and why they consume on social. Be strategic. Know where your customers go and be there with personalized messaging. Take a big-picture approach Don’t view social or native as just one tactic but More as an important part of a holistic plan. Find a partner! Diversity placement with data-driven partners that can help you meet your objectives.
- 19. 19 THANK YOU. Aubry Parks-Fried Sr. Manager, Social + Native@mrsapf
Editor's Notes
- People spend 1 in 5 mobile minutes on Facebook and Instagram. And with Audience Network we can connect you with an additional 6% of time spent on mobile apps. Whatever your objective, Instagram, Facebook and the Audience Network are essential channels to reach your audience and drive the results you care about. Source: FB+IG = Overall media time spent, Media Metrix, June 2015 AN = Overall media time spent, Media Metrix, June 2015
- Note: Frequency of 1, DAILY reach When advertisers plan media, they typically add media channels — like Facebook, Instagram and the Audience Network — to their plans in order to achieve the reach they need. And because consumers are active across multiple media channels, this ultimately makes reaching more and more people quite expensive. In other words, achieving incremental reach gets increasingly expensive. And that's true when advertisers run independently on Facebook and Instagram. (Note: Audience Network can only be added to ad sets that include Facebook.) Here’s how we think about it: Imagine the large circle represents an advertiser’s total target audience. [BUILD] They may add Facebook to their plan to reach a large portion of their target audience. [BUILD] Then they may add Instagram and the Audience Network to increase their reach. However, if they run separately on Instagram and Facebook, they may reach the same people on both platforms. This is called duplicated reach – and it’s what usually makes incremental reach expensive.
- On the other hand, with placement optimization advertisers can reach their target audience holistically across Instagram, Facebook and Audience Network. That means more reach for the same or lower cost than running separately. Advertisers can not only reach more people by opting in to placement optimization (vs. running on Facebook alone), but they can reach those people more efficiently (vs. running on Instagram and Facebook independently). Our Facebook Marketing Science Team is looking at this closely, and early results show increased reach and lower CPMs for placement optimization ad sets. We will continue to monitor and share more conclusive learnings as soon as we have them.
- Undertaind that coming at social and tackling all of these objectivesa nd moving through the funnel – complex, consumer touches FB and insta at every point of consideration and look at all of these targeting and KPI objectives you can tackle