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.

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

    1. 1. Powered by:<br />
    2. 2. Growth in UK Paid Search Slowing<br />Source: IAB online adspend study<br />
    3. 3. Why Is Search Growth Slowing?<br /><ul><li>Mature market
    4. 4. Google dominance
    5. 5. 100,000 advertisers
    6. 6. 10 years of optimisation
    7. 7. Little growth in usage</li></li></ul><li>Word of Mouth Slide<br />
    8. 8. Social Integration With Search<br />
    9. 9. Social Integration With Search<br />
    10. 10. What next for advertisers?<br />
    11. 11. 550 million users worldwide<br />
    12. 12. Advanced targeting options<br />
    13. 13.
    14. 14. I Spy: Integrated Service Offering<br />Search<br />Social Media<br />Analytics and Conversion<br />Media and Mobile<br />
    15. 15. To build long term partnerships and deliver industry leading results for our clients<br />
    16. 16. Facebook Advertising Challenges!<br />Creating larger campaigns<br />Measuring conversions against spend<br />Multivariate ad testing<br />Bulk editing ads<br />Automated optimisation<br />
    17. 17. Social Ad Management Tool<br />Launched Oct 2010<br />Run and manage larger campaigns<br />Better campaign visibility<br />Increased control and return on investment<br />
    18. 18. Feature: Bulk ad creation<br />
    19. 19. Feature: Integrated Tracking<br />
    20. 20. Feature: Multivariate Testing<br />Highest CTR<br />
    21. 21. Feature: Strategies<br />Strategies can be set to take action on ads according to CPC, CPM, CTR or CPA targets <br />
    22. 22. Example Clients Using Upcast<br />Increase Facebook Fans<br />Drive ecommerce revenue<br />Raise awareness<br />
    23. 23. RSPCA Biggest Animal Rescue<br />RSPCA Website<br />
    24. 24. Facebook Drives Sales Through Search<br />RSPCA Website<br />Immediate:<br />8% of Donations<br />Post click:<br />64% of Donations <br />
    25. 25. Jobsite Campaign<br />
    26. 26. Jobsite Campaign<br />
    27. 27. Multivariate Testing<br />59% difference in CTR between best and worst performing images<br />
    28. 28. Time Of Day An Important Factor<br />Facebook Traffic -Peak at 8/9pm<br />Overall Site Traffic -Peak at Midday<br />
    29. 29. Jobsite Results<br />January 11th to 30th 2011:<br />100 million impressions<br />Over 25,000 clicks<br />New user registration rate higher than site average<br />80% new visits vs 50% for paid search<br />
    30. 30. Formula For Success<br />Avoid logos<br />Think laterally with likes and interests targeting<br />Narrow the targeting – hyper target based on location, age etc<br />Day/Week part ads<br />Refresh ads every 10-12 days<br />
    31. 31. 10 x increase in number of ads<br />65% increase in CTR<br />20% decrease in CPC<br />Increased optimisation control<br />Significant time saving<br />Integration with other channels<br />Upcast Benefits<br />
    32. 32. Future<br />
    33. 33. Managed Service<br />No plans to license Upcast yet<br />I Spy provide a managed service to clients using Upcast<br />Integrated with other digital channels<br />
    34. 34. Our Learnings<br />Integrate search and social as much as possible<br />Correlate the messaging between channels<br />Track effect of social campaigns on search conversions<br />Know your search and social analytics<br />Experiment with the increasing number of ad products available<br />