Marc Poirier - Facebook Exchange Case Studies - Interactivity Digital

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Facebook Exchange - FBX - is generating a lot of hype. But do the results live up to the promise? This presentation explores how FBX compares to other forms of retargeting for display advertising, we discuss dynamic creatives and tactics for retail, as well as situations where FBX just doesn't deliver the types of results observed in display.

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  • Of those users who are onFacebook:15% will see the ad within the first 5 minutes of leaving the site.60% will see the ad within the first hour.
  • Marc Poirier - Facebook Exchange Case Studies - Interactivity Digital

    1. 1. Marc Poirier @marcpoirier Acquisio Co-Founder, EVP Business Development Retargeting on Facebook Exchange Some Case Studies
    2. 2. Questions – Comments: marc@acquisio.com
    3. 3. RETARGET VISITORS ON FACEBOOK Questions – Comments: marc@acquisio.com
    4. 4. IT STARTS WITH A VISIT TO YOUR SITE Questions – Comments: marc@acquisio.com
    5. 5. BUT VISITOR DOES NOT CONVERT Questions – Comments: marc@acquisio.com
    6. 6. RETARGET HER ON FACEBOOK Questions – Comments: marc@acquisio.com
    7. 7. 1 BILLION USERS 1 TRILLION MONTHLY PAGE VIEWS VS 800 BILLION IMP / MONTH ON AD eXCHANGES FBX IS HUGE! Questions – Comments: marc@acquisio.com
    8. 8. ALWAYS BRAND SAFE! Questions – Comments: marc@acquisio.com
    9. 9. RETARGET USERS WITHIN SECONDS! According to Triggit, for those who are on Facebook: •15% will see the ad within the first 5 minutes of leaving the site. •60% will see the ad within the first hour. Questions – Comments: marc@acquisio.com
    10. 10. RETAILAND TRAVEL – USE DCO DCO FEED Questions – Comments: marc@acquisio.com
    11. 11. 4 RUMORS ABOUT FBX: 1 – FBX Yields the Lowest eCPMsEver Seen 2 – FBX Yields Higher CTRs 3 – FBX Yields Higher Conversion Rates 4 – FBX Yields Lower CPAs/CPOs BUT DOES IT LIVE UP TO THE HYPE? Questions – Comments: marc@acquisio.com
    12. 12. The Acquisio Trading Desk (ATD) ran over 40 campaigns since the FBX launch Across 3 continents, 15 countries and most verticals 3 We selected 3 campaigns for their variety, different goals and executions, here are the results: THE DEVIL IS IN THE DATA Questions – Comments: marc@acquisio.com
    13. 13. EXHIBIT 1 – General Retail Test BUSINESS TYPE – HugeE-commerce site which sells a large range of products both online and offline. For this test, product range covers small electronics, home appliances, and pet products. SIMILAR TO – Wal-Mart, Target. GEO executed – Russia (Note: Facebook is 3rd largest social network in Russia but growing rapidly) BUSINESS MODEL – Retail, need to generate direct profit from each sale CAMPAIGN GOALS – CPO = $12 STRATEGY USED – 7 Day test – Only FBX retargeting using 3 segments: •Site-Wide Visitors •Shopping Cart Abandoners (DCO) •Converted users Questions – Comments: marc@acquisio.com
    14. 14. CAMPAIGN 1 – Retail – RESULTS – 7 Day Run Impressions won Clicks Cost eCPM CTR Conv. rate CPA Site-Wide 4,051,473 2,066 $5,969 $0.38 0.05% 1.3% $209.6 Shopping Cart 758,162 1,831 $1,158 $1.30 0.24% 8.3% $7.6 Converted Users 220,387 570 $329 $1.28 0.26% 5.1% $11.3 Key Findings: •Average of $0.53 eCPM . •$0.38 CPM for site wide •$1.30 for high quality audiences – why? •Small audience. Bid high to win more frequently and gain volume. •Site-wide drives volume but is about 17X our CPO! Comments: •Huge difference between performance of audiences •DCO for shopping cart abandoners delivers orders at $7.60 (target was $12) Questions – Comments: marc@acquisio.com
    15. 15. CAMPAIGN 2 – SPORT CLOTHING RETAILER BUSINESS TYPE – Sport clothing retailer selling sport apparels: t-shirts, polo’s, hoodies, jackets, caps, jerseys, duffle bags etc.. as well as customizable items. SIMILAR TO – Foot Locker, Nike GEO executed - UK BUSINESS MODEL – Retail, generate direct profit from each sale CAMPAIGN GOALS – CPO = $15 STRATEGY USED •Retarget Cart Abandoners •Display exchanges •FBX •First party Search Ad Retargeting on Display Exchanges •No DCO and only generic branded creatives Questions – Comments: marc@acquisio.com
    16. 16. CAMPAIGN 2 – Clothing Retail - RESULTS Impressions Bid On Impressions won Win rate Clicks Cost eCPM CTR Conv. rate CPO FBX 4,4345,233 3,272,311 75.3% 1,990 $3,466 $1.06 0.06% 3.3% $21.00 Display 6,120,709 2,576,843 42.1% 2,471 $5,561 $2.93 0.10% 4.0% $24.40 Search RT 1,075,098 452,857 42.1% 421 $1,390 $3.07 0.09% 4.3% $20.50 •Key Findings: •CPO is between 40% and 60% too high on all efforts •FBX had the lowest CPM, almost 3 times lower than those on regular Ad Exchanges, •Despite low CPM, we had the highest impression win rate, twice as high as Ad Exchanges •BUT CTR was also much lower than on Ad Exchanges, in fact half the expected Ad Exchange average (which usually stands at about 0.1 – 0.15% for non-DCO campaigns) Comments: •Having a proper creative strategy in place would have allowed us to deliver better CTR and probably hit the target CPO. Questions – Comments: marc@acquisio.com
    17. 17. CAMPAIGN 3 – SHOPPING COMPARISON SITE BUSINESS TYPE – Shopping comparison website. Their mission is to offer the most comprehensive list of products anywhere on the web with thousands of new products added daily. SIMILAR TO –Shopping.com GEO executed - US BUSINESS MODEL – Razor thin margins. Paid for Click-Through to Retail Websites (Arbitrage) CAMPAIGN GOALS – CPA = $0.52 STRATEGY USED – Pure FBX re-targeting concentrating on 6high value products (for the shopping site) : iPhones, Car Batteries, Mattresses,TIres, TVs and Samsung Galaxy Phones Questions – Comments: marc@acquisio.com
    18. 18. CAMPAIGN 3 – RESULTS Impressions Bid On Impressions won Win rate Clicks Cost eCPM CTR Conv. rate CPA FBX re-targeting 8,134,250 4,777,257 58.7% 3,525 $3,980 $0.83 0.07% 33.9% $3.30 •Key Findings: •Tightly optimised for frequency and recency due to the very low CPA target, we managed to achieve very low CPM of $0.83 •CTR about 3X lower than their display retargeting campaigns •At 33% conversion rate, FBX delivered a much lower Conversion rate than the Display average for the client which stands at 63%. •Comments: •Clearly the FBX is not suited for very aggressive CPA campaign and affiliation/arbitrage is probably not a good fit •We had no leeway to optimise using different creative as no assets where available from the client. Questions – Comments: marc@acquisio.com
    19. 19. 1 –Lowest eCPMsEver Seen -- TRUE!!! 2 –Higher CTRs – MYTH!!! 3 –Higher Conversion Rates – MYTH!!! 4 –Lower CPAs/CPOs -- ABOUT THE SAME!!! BUT DOES IT LIVE UP TO THE HYPE? Questions – Comments: marc@acquisio.com
    20. 20. SOME EXTRA CONCLUSIONS & Recommendations • Low Competition = Low eCPM • Facebook Ad Formats = Low CTR • Low CPM not equal to Low Avg CPA/CPO Because of Low CTR and Low Conversion Rate • Not suitable for really low Avg CPA targets • Narrow Audiences Win • DCO Wins, especially for travel and retail • Non-DCO Require Frequent Creative Changes • Align Audience and Creative for Best Results Questions – Comments: marc@acquisio.com
    21. 21. Thank You! Questions – Comments: marc@acquisio.com Marc Poirier marc@acquisio.com @marcpoirier

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