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MastersGate Ecommerce Summit 2018 - Nejlepšie tipy pre reklamu

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https://www.mastersgate.com/ecommerce-summit
Pavel Tekel, Facebook a Instagram

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MastersGate Ecommerce Summit 2018 - Nejlepšie tipy pre reklamu

  1. 1. Logo to be replaced Facebook helps you grow
  2. 2. Consumer behavior 01
  3. 3. TO 2003 5BGB FROM The beginning of time Source: Wikibon Data Footprint, January 2013
  4. 4. 4 Mobile has put people in control
  5. 5. People control where they watch
  6. 6. 6 3 out of 4smartphone users choose to customize the apps on their screen PEOPLE CONTROL what THEY WATCH Source: The 2016 US Mobile App Report” by comScore, Sep 13, 2016, US- only
  7. 7. 2.5seconds 1.7seconds Source: “Capturing Attention in Feed: The Science Behind Effective Video Creative” by Facebook IQ, Apr 20, 2016 Mobile has changed how people watch
  8. 8. The momentum behind mobile video will keep growing Source: Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2016–2021 White Paper, March 28, 2017 8 9x increase in mobile video BETWEEN 2016 & 2021 78% of total mobile data traffic will be video BY 2021
  9. 9. How to build a brand on mobile? 02
  10. 10. 10 “BUILD YOUR CAMPAIGNS FOR NEW BEHAVIORS” PAVELTEKEL
  11. 11. On-the-go Lean Forward Lean Back • Immediate discovery of content • Quick scrolling • Interactive experience with content • Tapping, swiping, exploring • Immersive and planned viewing of content • Dedicated watching PEOPLE CONSUME CONTENT IN THREE MAIN MODES OF ATTENTION SHORT BURSTS OF ATTENTION HIGH, CAPTIVATED ATTENTION
  12. 12. Stay top of mind with snackable, creative formats that capture on the go attention Facebook In-Stream Audience Network In-StreamCinemagraphs, GIFS, Short Videos ON-THE-GO Vertical Video Ads in Instagram Stories Carousel Canvas Audience Network native/interstitial Collections 360 LEAN FORWARD LEAN BACK Short bursts of attention High, captivated attentionSimple message Complex message O N - T H E - G O L E A N F O R WA R D L E A N B A C K
  13. 13. Drive consideration with creative formats that invite interaction Facebook In-Stream Audience Network In-StreamCinemagraphs, GIFS, Short Videos ON-THE-GO Vertical Video Ads in Instagram Stories Carousel Canvas Audience Network native/interstitial Collections 360 LEAN FORWARD LEAN BACK Short bursts of attention High, captivated attentionSimple message Complex message O N - T H E - G O L E A N F O R WA R D L E A N B A C K
  14. 14. Use our immersive products for complex messages Facebook In-Stream Audience Network In-StreamCinemagraphs, GIFS, Short Videos ON-THE-GO Vertical Video Ads in Instagram Stories Carousel Canvas Audience Network native/interstitial Collections 360 LEAN FORWARD LEAN BACK Short bursts of attention High, captivated attentionSimple message Complex message O N - T H E - G O L E A N F O R WA R D L E A N B A C K
  15. 15. NO CORRELATION TO SALES R
  16. 16. AD RECALL BRAND AWARENESS PURCHASE INTENT -20 0 20 40 60 80 100 0 2 4 6 8 %PointLift CTR (%) -40 -20 0 20 40 60 80 100 0 2 4 6 8 %PointLift CTR (%) -60 -40 -20 0 20 40 60 80 100 0 2 4 6 8 %PointLift CTR (%) 16 CORRELATION IS LESS THAN 1% Source: Nielsen BrandEffect meta-analysis of 478 online global campaigns that ran between Oct 2014 – April 2015
  17. 17. Source: Facebook Marketing Science, internal data, US Mobile News Feed, 28 day average, July, 2016 17 Focusing on the wrong metrics costs advertisers more Clicky users are 5.5xmore expensive than the 50% of users that are least clicky Facebook media cost distribution for US mobile News Feed USER CLICKINESS
  18. 18. Driving sales results with Facebook 03
  19. 19. Source: 1) Forrester, “The Hidden Power of Mobile,” Nov 2016; 2) eMarketer, “Even During TV Time, Digital Devices Play Prominent Role,” May 2016; 1 9 Midnight6:00 7:30 9:00 10:30 Noon 1:30 3:00 4:30 6:00 7:30 9:00 10:30 Wake up and get ready Eat dinner with friends Watch Netflix Grab Starbucks Drive to work Read Buzzfeed Call best friend Join a conference call Eat breakfast Lights out Shopping with friends Chec k email s Eat lunch 68% of people access mobile while watching TV of people access mobile while shopping 69% Start a meeting The Cross-Device Consumer
  20. 20. Source: 1) US Census, Quarterly Retail eCommerce Sales, May 2016 Note: Data includes retail, auto and CPG. It does not contain food, travel or finance industries; 2) Deloitte Digital, The New Digital Divide, September 2016 20 Mobile’s influence extends beyond online sales 92.2 % of purchases are made in stores1 66% of those interactions are on mobile2 56% of store purchases are influenced by digital interactions2
  21. 21. 21 The consumer journey is fragmented across devices and channels Sees ad for headphones on mobile Browses for new headphones on laptop Adds product to shopping cart on tablet Purchases headphones on laptop Purchases headphones in store
  22. 22. DR Solutions basics
  23. 23. OBJECTIVE? • Sales • Installs • Leads • Traffic WHO IS YOUR AUDIENCE? • New customers • Existing customers • Custom Audiences TRACKING & MEASUREMENT • FB Pixel • SDK • Attribution Model • Reporting – Ads Manager • Lift Studies • Split Test WHAT YOU NEED TO KNOW WHAT ARE YOUR KPIs? • CPA / CPC / CPI / CPO / LTV Planning & Preparation
  24. 24. Target the right people
  25. 25. Find your best customers Custom Audiences Website Custom Audiences
  26. 26. Find your best new customers Lookalike Audiences
  27. 27. Targeting that offers high reach and precision Core Audiences Demographics Location Interests Behaviors
  28. 28. Placement optimization
  29. 29. 2.1B 800M Over 1B 1.3B people on Facebook each month1 people on Instagram each month people reached through Audience Network every month people use Messenger every month Nearly 20M businesses exchange messages with people every month Source: Facebook earnings, Q3 2017, Audience Network stat, Q4 2016 Knows how to reach them with, location, machine learning, and full funnel solutions at scale
  30. 30. Avg. cost per outcome: Facebook only Avg. cost per outcome: Facebook, Instagram and the Audience Network Costperoutcome Time Elapsed Tip 6Choose the right placements
  31. 31. Choose the right objective
  32. 32. Conversions Installs Leads Primary DR Objectives
  33. 33. Acquire interest for your business, products and services Lead generation Lead Ads 33 INSTAG RAM NEW
  34. 34. 34 Lead Ads for maximize results Follow up promptly Personalize your response Communicate frequently
  35. 35. A strategy that leads to thousands of test-drives Mercedes-Benz ME - Lead Ads Mercedes-Benz used Facebook’s innovative lead ads to generate thousands of test-drives, at a cost of just $3.22 per lead. 4.9M users reached 10.5k test-drives requested (leads) $3.22cost per lead "With such a huge majority of people consuming content on-the-go, we needed a solution that would provide a quick and privacy-safe way to register for a test drive. Facebook's Lead Ads offered our target audience a seamless experience across devices and outperformed all the other forms of lead generation and test drive registration on digital, making Mercedes-Benz Cars Middle East the first automotive brand in the region to do so.” ALI KHERALLAH BRAND MARKETING MANAGER, MERCEDES-BENZ CARS MIDDLE EAST.
  36. 36. 36 Automatically retarget relevant products to drive sales with Dynamic Ads Dynamic Product Ads
  37. 37. Automatically promote your entire catalog
  38. 38. 3838 The online eyewear company used dynamic ads to retarget customers who had visited its website, increasing its monthly sales by 40%. Coolwinks.com wanted to encourage people to quickly make a purchase after visiting its website. It used dynamic ads to retarget customers while the product was still fresh in their minds. By showing them the products they were already interested in, the brand achieved a tremendous 40% increase in monthly sales. 64% lower cost per acquisition Retargeting with a clear focus 98% improvement in return on ad spend 40% increase in monthly sales “As a marketing tool, Facebook is simply incredible. It helped us reach a wider audience, build a new customer database and re-engage our existing customers to achieve big sales numbers. One solution that yielded strong results for us is dynamic ads, which helped us boost sales by retargeting our website audience using dynamic content.” Manish Kumar ASSOCIATE DIRECTOR, MARKETING, COOLWINKS.COM
  39. 39. Thank youThank you

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