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SxSW: Advanced Facebook Ads for Fun & Profit

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Facebook offers the most sophisticated ad targeting platform, with the largest consumer reach, of any network. But navigating the available options and managing campaigns effectively is a daunting …

Facebook offers the most sophisticated ad targeting platform, with the largest consumer reach, of any network. But navigating the available options and managing campaigns effectively is a daunting task. This session will sail through the basics and dive deep into Facebook's most powerful features, demonstrating how to reach the audience that matters to your business. We'll cover Custom Audiences, Website Custom Audiences, Lookalike Audiences, Multi-Product Ads, Calls to Action, oCPM Optimization, Advanced Demographics & Behaviors and whatever other new features Facebook announces between now and 30 minutes before the session begins.

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  • This lets us:
    1. Identify conversions where Facebook ads drove site traffic, but were not the last click
    2. Break those transactions into different groups:
    Last Click - Conversions tied directly to a Facebook Ad click
    Last Paid - Users click from our ads, but a later click got credit for the conversion, but that click was free to the advertiser
    Referrals - Users clicked from our ads, to the Facebook fan page, to the site and converted. These transactions skip last click all together
    Retargeting - Facebook drives a huge volume of prospects who convert after being retargeted. Quantifying the volume of this, let's us attribute a portion of those conversions to our Facebook spend.
    Armed with this data, we can socialize clients with the true value of our Facebook spend, and scale spends with confidence.
  • This lets us:
    1. Identify conversions where Facebook ads drove site traffic, but were not the last click
    2. Break those transactions into different groups:
    Last Click - Conversions tied directly to a Facebook Ad click
    Last Paid - Users click from our ads, but a later click got credit for the conversion, but that click was free to the advertiser
    Referrals - Users clicked from our ads, to the Facebook fan page, to the site and converted. These transactions skip last click all together
    Retargeting - Facebook drives a huge volume of prospects who convert after being retargeted. Quantifying the volume of this, let's us attribute a portion of those conversions to our Facebook spend.
    Armed with this data, we can socialize clients with the true value of our Facebook spend, and scale spends with confidence.
  • This lets us:
    1. Identify conversions where Facebook ads drove site traffic, but were not the last click
    2. Break those transactions into different groups:
    Last Click - Conversions tied directly to a Facebook Ad click
    Last Paid - Users click from our ads, but a later click got credit for the conversion, but that click was free to the advertiser
    Referrals - Users clicked from our ads, to the Facebook fan page, to the site and converted. These transactions skip last click all together
    Retargeting - Facebook drives a huge volume of prospects who convert after being retargeted. Quantifying the volume of this, let's us attribute a portion of those conversions to our Facebook spend.
    Armed with this data, we can socialize clients with the true value of our Facebook spend, and scale spends with confidence.
  • This lets us:
    1. Identify conversions where Facebook ads drove site traffic, but were not the last click
    2. Break those transactions into different groups:
    Last Click - Conversions tied directly to a Facebook Ad click
    Last Paid - Users click from our ads, but a later click got credit for the conversion, but that click was free to the advertiser
    Referrals - Users clicked from our ads, to the Facebook fan page, to the site and converted. These transactions skip last click all together
    Retargeting - Facebook drives a huge volume of prospects who convert after being retargeted. Quantifying the volume of this, let's us attribute a portion of those conversions to our Facebook spend.
    Armed with this data, we can socialize clients with the true value of our Facebook spend, and scale spends with confidence.
  • This lets us:
    1. Identify conversions where Facebook ads drove site traffic, but were not the last click
    2. Break those transactions into different groups:
    Last Click - Conversions tied directly to a Facebook Ad click
    Last Paid - Users click from our ads, but a later click got credit for the conversion, but that click was free to the advertiser
    Referrals - Users clicked from our ads, to the Facebook fan page, to the site and converted. These transactions skip last click all together
    Retargeting - Facebook drives a huge volume of prospects who convert after being retargeted. Quantifying the volume of this, let's us attribute a portion of those conversions to our Facebook spend.
    Armed with this data, we can socialize clients with the true value of our Facebook spend, and scale spends with confidence.
  • How do we come up with a unique solution to driving online sales?
    Online sales is all we do.
    Started 2 years ago. Unmanaged. Ads Badged 18 months ago.
    Managing $1.5mm per month. 10x increase over last year, averaging 20% growth m/m. 6 FTEs
    So we think about this a lot. Normal levers are:
    Creative
    Targeting
    Budgets & Bids
    So how do we innovate to increase sales? We always focus on the future. Let's look at the past.
    We always look at post-click, but many clients only look at last-click.
    This discounts the true value of Facebook marketing.
    Facebook is the best and largest source for prospecting new customers. Last click attribution models hurt prospecting sources most of all.
    Four Innovation Competition Entry, we set out to prove and quantify this. To do that, we built PurePath
    PurePath:
    1. Analyses all steps along the path to conversion
    2. Groups conversions based on when specific activities occur in a specific order
  • Transcript

    • 1. How to target Honey Badger ▪ Age: 13 – 24 ▪ Location: Ethiopia, Turkmenistan, Ghana, Congo, Nepal, Kenya, Sierra Leone, and Iraq ▪ Interested In: Taking what I want, Cobras ▪ Not interested in: Caring ▪ Lookalike: Weasels
    • 2. How to target Honey Badger ▪ Age: 13 – 24 ▪ Location: Ethiopia, Turkmenistan, Ghana, Congo, Nepal, Kenya, Sierra Leone, and Iraq ▪ Interested In: Taking what I want, Cobras ▪ Not interested in: Caring ▪ Lookalike: Weasels How to target Kermit the Frog
    • 3. How to target Grumpy Cat ▪ Age: 2 ▪ Location: Wherever you’re not ▪ Interested In: Nothing ▪ Not interested in: Everthing ▪ Lookalike: The Grinch
    • 4. How to target Miley Cyrus ▪ Age: 21 ▪ Interested In: Space Cats, Puppies, Twerking, Glitter, Unitards ▪ Not interested in: Underpants ▪ Income: $125,000+++ ▪ Lookalike: Mick Jagger
    • 5. How to target Tyrion Lannister ▪ Age: 33-34 ▪ Location: Casterly Rock, Pentos ▪ Interested In: Wine, Women, Song ▪ Not interested in: Fathers ▪ Lookalike: Hugh Hefner
    • 6. Learn Real Facebook Marketing @ SxSW Vote for: Advanced Facebook Ads for Fun & Profit presented by Zach Greenberger adMixt, Inc 75 Wall St, New York, NY Zach Greenberger, CEO zach@admixt.com adMixt a Facebook Prefered Marketing Developer
    • 7. Learn Real Facebook Marketing @ SxSW Vote for: Advanced Facebook Ads for Fun & Profit presented by Zach Greenberger adMixt, Inc 75 Wall St, New York, NY Zach Greenberger, CEO zach@admixt.com adMixt a Facebook Prefered Marketing Developer