Facebook Advertising Tool - Upcast Presentation - I Spy Marketing

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Growth in UK Paid Search Slowing
Source: IAB online adspend study

Why Is Search Growth Slowing?
Mature market
Google dominance
100,000 advertisers
10 years of optimisation
Little growth in usage

Word of Mouth Slide

Social Integration With Search

What next for advertisers?

550 million users worldwide

Advanced targeting options

I Spy: Integrated Service Offering
Search
Social Media
Analytics and Conversion
Media and Mobile

To build long term partnerships and deliver industry leading results for our clients

Facebook Advertising Challenges!
Creating larger campaigns
Measuring conversions against spend
Multivariate ad testing
Bulk editing ads
Automated optimisation

Social Ad Management Tool
Launched Oct 2010
Run and manage larger campaigns
Better campaign visibility
Increased control and return on investment

Feature: Bulk ad creation

Feature: Integrated Tracking

Feature: Multivariate Testing
Highest CTR

Feature: Strategies
Strategies can be set to take action on ads according to CPC, CPM, CTR or CPA targets

Example Clients Using Upcast
Increase Facebook Fans
Drive ecommerce revenue
Raise awareness

RSPCA Biggest Animal Rescue
RSPCA Website

Facebook Drives Sales Through Search
RSPCA Website
Immediate:
8% of Donations
Post click:
64% of Donations

Jobsite Campaign

Multivariate Testing
59% difference in CTR between best and worst performing images

Time Of Day An Important Factor
Facebook Traffic -Peak at 8/9pm
Overall Site Traffic -Peak at Midday

Jobsite Results
January 11th to 30th 2011:
100 million impressions
Over 25,000 clicks
New user registration rate higher than site average
80% new visits vs 50% for paid search

Formula For Success
Avoid logos
Think laterally with likes and interests targeting
Narrow the targeting – hyper target based on location, age etc
Day/Week part ads
Refresh ads every 10-12 days

10 x increase in number of ads
65% increase in CTR
20% decrease in CPC
Increased optimisation control
Significant time saving
Integration with other channels
Upcast Benefits

Future

Managed Service
No plans to license Upcast yet
I Spy provide a managed service to clients using Upcast
Integrated with other digital channels

Our Learnings
Integrate search and social as much as possible
Correlate the messaging between channels
Track effect of social campaigns on search conversions
Know your search and social analytics
Experiment with the increasing number of ad products available

http://socialmediaweek.org	176
http://chinwag.com	16

Facebook Advertising Tool - Upcast Presentation - I Spy Marketing

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Facebook Advertising Tool - Upcast Presentation - I Spy Marketing Presentation Transcript