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

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I Spy Labs - the technology division of I Spy Marketing have created a Facebook Ad management platform to take clients advertising campaigns to the next level....

I Spy Labs - the technology division of I Spy Marketing have created a Facebook Ad management platform to take clients advertising campaigns to the next level.

Find out how Jobsite and RSPCA increased site traffic and visitor actions by utilising Facebook advertising.

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  • Paid and natural search nearing peak – most brands will now have a robust Paid and Natural Search strategy in place and working well. Many brands now understand that Social media is more than just the latest craze so are genuinely taking the medium seriously and putting a cohesive strategy in placeBut what’s next?[graph showing slowing growth of paid search spend?]
  • But we are excited about the Yahoo and Bing Search alliance and the increase in market share as a result.
  • But there are also some social trends that are impacting the way consumers behaveSocial media has made it easier for people to share, comment and recommend to their friendsHowever social media drives search (funnel) – it raises awareness and drives user search behaviour. Demand that is eventually fulfilled through search
  • Below is the positioning when referring to the Facebook and Bing relationship. The way he would like this positioned is very much around the fact that it is in the US and there is currently no roadmap for the UK.  Microsoft and Facebook deepened their relationship, offering a more a personalized search experience for people who use Facebook and Bing. Bing is adding more social search features, enabling people to make decisions based on information from their friends.   Microsoft is quickly innovating in search and keeping the pressure on the competition. 
  • Main pointsPaid and natural search nearing peakSocial media strategy in placeWhat next?[graph showing slowing growth of paid search spend?]
  • Main pointsPaid and natural search nearing peakSocial media strategy in placeWhat next?[graph showing slowing growth of paid search spend?]
  • Main pointsPaid and natural search nearing peakSocial media strategy in placeWhat next?[graph showing slowing growth of paid search spend?]
  • Facebook now accounts for 25% of worlds display impressions
  • We started out doing searchLaunched our social media deptThen launched analytics and conversionLast year we launched Labs to create a hub of innovation within the agency – big part of this was launching Upcast, tool for improving ROI on Facbeook ad campaigns
  • Our mission: To build long term partnerships and deliver industry leading results for our clients
  • Facebook advertising challengesCreating larger, more sophisticated campaignsMeasuring conversions against spendMultivariate ad testingBulk editing adsAutomated optimisation
  • Social Ad Management ToolLaunched beta version Oct 2010Run and manage larger campaignsBetter campaign visibilityIncreased control and return on investmentWeb-based Paid Ad Management Tool for Increased size and sophistication of campaignsBudget spent much more effectivelySignificant improvements in ROI vs native FacebookGreatly increases visibility of campaign performance
  • Upcast integrates with any website tracking systemThis allows campaigns to be tracked through to conversion on the client siteConversion data down to ad level can then be automatically pulled into Upcast and compared to spend allowing further optimisation
  • Feature: Strategies can be set so ad groups or campaigns reach a specified CPC, CPM, CTR or CPA. Benefit: This allows you to budget very accurately, hit your target ROI, and saves huge amounts of management time
  • Attribution modelling shows Facebook contributing to last click sales
  • Jobsite campaignRun Paid search ads at same time as TVBid on TV names that Max appears inOptimise site for natural search
  • Note facebook traffic corresponded to tv ads being run in the evening
  • Usual paid search tactics apply: call to actions, special offers/prices, simple language, relevant landing pageHowever there are a few Facebook specific techniques we’ve found work well: don’t use logos, colourful engaging pictures work better,

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

  • Powered by:
  • 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
  • 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
  • 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