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Using Data To Lower Your Facebook CPA
Who Am I?
@benharper87
Co-founder
Datify
ben@datify.co.uk
@datifyuk | www.datify.co.uk | (+44)1733 865094
Who Are Datify?
We’re a data driven
digital marketing agency
with specialisms in social,
data & search
@datifyuk | www.dat...
A Three Step Process
@datifyuk | www.datify.co.uk | (+44)1733 865094
The Process
@datifyuk | www.datify.co.uk | (+44)1733 865094
What Can Be Achieved?
@datifyuk | www.datify.co.uk | (+44)1733 865094
Facebook Revenue
@datifyuk | www.datify.co.uk | (+44)1733 865094
$943 $872 $992 $1,086
$1,329 $1,245
$1,599
$1,798
$2,344
...
@datifyuk | www.datify.co.uk | (+44)1733 865094
CPA
likes
reach purchases
sign ups
contacts
leadsviews
downloads
shares
co...
@datifyuk | www.datify.co.uk | (+44)1733 865094
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
£0.00
£0.20...
@datifyuk | www.datify.co.uk | (+44)1733 865094
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
£0.00
£0.20...
@datifyuk | www.datify.co.uk | (+44)1733 865094
70%
229%
decrease in cost per
acquisition
Increase in total
conversions
Step 1: Data Insight
@datifyuk | www.datify.co.uk | (+44)1733 865094
Sources
@datifyuk | www.datify.co.uk | (+44)1733 865094
Facebook Insights
@datifyuk | www.datify.co.uk | (+44)1733 865094
Facebook Insights
@datifyuk | www.datify.co.uk | (+44)1733 865094
Power Editor
@datifyuk | www.datify.co.uk | (+44)1733 865094
Power Editor
@datifyuk | www.datify.co.uk | (+44)1733 865094
Google Analytics
@datifyuk | www.datify.co.uk | (+44)1733 865094
Optimal Social
@datifyuk | www.datify.co.uk | (+44)1733 865094
Other Data Sources
@datifyuk | www.datify.co.uk | (+44)1733 865094
Insight
@datifyuk | www.datify.co.uk | (+44)1733 865094
Target Audience Age
@datifyuk | www.datify.co.uk | (+44)1733 865094
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
13 14 ...
Audience Gender & Education
@datifyuk | www.datify.co.uk | (+44)1733 865094
10,000,000
6,200,000
200,000
Potential Market
...
Target Audience Location
@datifyuk | www.datify.co.uk | (+44)1733 865094
0%
2%
4%
6%
8%
10%
12%
14%
16%
AudiencePercentage
Target Audience Interests
@datifyuk | www.datify.co.uk | (+44)1733 865094
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,...
Step 2: Smarter Targeting
@datifyuk | www.datify.co.uk | (+44)1733 865094
The Power Of Power Editor
@datifyuk | www.datify.co.uk | (+44)1733 865094
Segmentation
@datifyuk | www.datify.co.uk | (+44)1733 865094
Goals Competitiveness
Similarities Tracking
Segmentation
Good vs. Bad Targeting Sets
@datifyuk | www.datify.co.uk | (+44)1733 865094
Creative
@datifyuk | www.datify.co.uk | (+44)1733 865094
Account Structure
@datifyuk | www.datify.co.uk | (+44)1733 865094
Step 3: Aggressive Optimization
@datifyuk | www.datify.co.uk | (+44)1733 865094
@datifyuk | www.datify.co.uk | (+44)1733 865094
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
£0.00
£0.20...
Optimization
@datifyuk | www.datify.co.uk | (+44)1733 865094
Placement	
  
Targe-ng	
  
Crea-ve	
  
Targeting
@datifyuk | www.datify.co.uk | (+44)1733 865094
FullTargetingSet
Moz, Hubspot, Marketing Automation,
Infusion So...
Placement
@datifyuk | www.datify.co.uk | (+44)1733 865094
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.0...
Placement
@datifyuk | www.datify.co.uk | (+44)1733 865094
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.0...
Placement
@datifyuk | www.datify.co.uk | (+44)1733 865094
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.0...
Creative
@datifyuk | www.datify.co.uk | (+44)1733 865094
Ad Creative Clicks CPA
Combination 1 1,256 $0.97
Combination 2 35...
Creative
@datifyuk | www.datify.co.uk | (+44)1733 865094
Ad Creative Clicks CPA
Combination 1 1,256 $0.97
Combination 2 35...
Creative
@datifyuk | www.datify.co.uk | (+44)1733 865094
Ad Creative Clicks CPA
Combination 1 1,256 $0.97
Combination 2 35...
Ad Rotation
@datifyuk | www.datify.co.uk | (+44)1733 865094
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
0.20
0.60
1.00
1.40
...
Ad Rotation
@datifyuk | www.datify.co.uk | (+44)1733 865094
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
0.20
0.60
1.00
1.40
...
Example Optimization Rules
IF CPC => $0.5 then pause ad
IF Frequency => 5 then pause ad
If CPA =< $0.55 and Daily Budget =...
One Last Thing…
@datifyuk | www.datify.co.uk | (+44)1733 865094
Free Account Audit
Delegates can receive a free
advertising account audit
by visiting:
http://bit.ly/19hdSxZ
@datifyuk | w...
Find Out More!
Get in touch on the below
details & also download
our free ebook by visiting:
http://bit.ly/19hdSxZ
@datify...
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How To Use Data To Lower Your Facebook CPA: eMetrics Summit

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Here's my deck from the eMetrics summit San Francisco as presented on the 19th March 2014.

This deck covers a 3 step process for lowering your Facebook CPA by using data.

Published in: Marketing
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How To Use Data To Lower Your Facebook CPA: eMetrics Summit

  1. 1. Using Data To Lower Your Facebook CPA
  2. 2. Who Am I? @benharper87 Co-founder Datify ben@datify.co.uk @datifyuk | www.datify.co.uk | (+44)1733 865094
  3. 3. Who Are Datify? We’re a data driven digital marketing agency with specialisms in social, data & search @datifyuk | www.datify.co.uk | (+44)1733 865094
  4. 4. A Three Step Process @datifyuk | www.datify.co.uk | (+44)1733 865094
  5. 5. The Process @datifyuk | www.datify.co.uk | (+44)1733 865094
  6. 6. What Can Be Achieved? @datifyuk | www.datify.co.uk | (+44)1733 865094
  7. 7. Facebook Revenue @datifyuk | www.datify.co.uk | (+44)1733 865094 $943 $872 $992 $1,086 $1,329 $1,245 $1,599 $1,798 $2,344 $188 $186 $192 $176 $256 $213 $214 $218 $241 $0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Inmillions Facebook Advertising Facebook Other Revenue
  8. 8. @datifyuk | www.datify.co.uk | (+44)1733 865094 CPA likes reach purchases sign ups contacts leadsviews downloads shares comments
  9. 9. @datifyuk | www.datify.co.uk | (+44)1733 865094 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 £1.40 £1.60 £1.80 £2.00 TotalConversions CostPerAcquisition CPA Conversions
  10. 10. @datifyuk | www.datify.co.uk | (+44)1733 865094 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 £1.40 £1.60 £1.80 £2.00 TotalConversions CostPerAcquisition Client Run Campaign Data Phase New Targeting Data Led Optimization
  11. 11. @datifyuk | www.datify.co.uk | (+44)1733 865094 70% 229% decrease in cost per acquisition Increase in total conversions
  12. 12. Step 1: Data Insight @datifyuk | www.datify.co.uk | (+44)1733 865094
  13. 13. Sources @datifyuk | www.datify.co.uk | (+44)1733 865094
  14. 14. Facebook Insights @datifyuk | www.datify.co.uk | (+44)1733 865094
  15. 15. Facebook Insights @datifyuk | www.datify.co.uk | (+44)1733 865094
  16. 16. Power Editor @datifyuk | www.datify.co.uk | (+44)1733 865094
  17. 17. Power Editor @datifyuk | www.datify.co.uk | (+44)1733 865094
  18. 18. Google Analytics @datifyuk | www.datify.co.uk | (+44)1733 865094
  19. 19. Optimal Social @datifyuk | www.datify.co.uk | (+44)1733 865094
  20. 20. Other Data Sources @datifyuk | www.datify.co.uk | (+44)1733 865094
  21. 21. Insight @datifyuk | www.datify.co.uk | (+44)1733 865094
  22. 22. Target Audience Age @datifyuk | www.datify.co.uk | (+44)1733 865094 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 13 14 15 16 17 18 19 20 21 22 23 2425 26 2728 29 30 31 32 33 3435 36 3738 3940 41 42 43 444546 47484950 51 52 53 5455 56 57585960 61 62 63 64 %OfAudienceByAge Market Potential Total US Facebook
  23. 23. Audience Gender & Education @datifyuk | www.datify.co.uk | (+44)1733 865094 10,000,000 6,200,000 200,000 Potential Market Male Female Unknown 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 In High School In College College Grad Others Education Status
  24. 24. Target Audience Location @datifyuk | www.datify.co.uk | (+44)1733 865094 0% 2% 4% 6% 8% 10% 12% 14% 16% AudiencePercentage
  25. 25. Target Audience Interests @datifyuk | www.datify.co.uk | (+44)1733 865094 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000
  26. 26. Step 2: Smarter Targeting @datifyuk | www.datify.co.uk | (+44)1733 865094
  27. 27. The Power Of Power Editor @datifyuk | www.datify.co.uk | (+44)1733 865094
  28. 28. Segmentation @datifyuk | www.datify.co.uk | (+44)1733 865094 Goals Competitiveness Similarities Tracking Segmentation
  29. 29. Good vs. Bad Targeting Sets @datifyuk | www.datify.co.uk | (+44)1733 865094
  30. 30. Creative @datifyuk | www.datify.co.uk | (+44)1733 865094
  31. 31. Account Structure @datifyuk | www.datify.co.uk | (+44)1733 865094
  32. 32. Step 3: Aggressive Optimization @datifyuk | www.datify.co.uk | (+44)1733 865094
  33. 33. @datifyuk | www.datify.co.uk | (+44)1733 865094 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 £1.40 £1.60 £1.80 £2.00 TotalConversions CostPerAcquisition Data Led Optimization
  34. 34. Optimization @datifyuk | www.datify.co.uk | (+44)1733 865094 Placement   Targe-ng   Crea-ve  
  35. 35. Targeting @datifyuk | www.datify.co.uk | (+44)1733 865094 FullTargetingSet Moz, Hubspot, Marketing Automation, Infusion Soft Males   Females   Contextual Advertising, Pay per click, Online advertising, AdWords, Retargeting Males   Females   Content Marketing, Search Engine Optimization, Marketing, Inbound Marketing Males   Females  
  36. 36. Placement @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 $1.00 News Feed - Desktop News Feed - Mobile Right Column - Desktop Ad Placement $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 iPhone iPod iPad Android Smartphones Android Tablets Mobile Device
  37. 37. Placement @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 $1.00 News Feed - Desktop News Feed - Mobile Right Column - Desktop Ad Placement $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 iPhone iPod iPad Android Smartphones Android Tablets Mobile Device
  38. 38. Placement @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 $1.00 News Feed - Desktop News Feed - Mobile Right Column - Desktop Ad Placement $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 iPhone iPod iPad Android Smartphones Android Tablets Mobile Device
  39. 39. Creative @datifyuk | www.datify.co.uk | (+44)1733 865094 Ad Creative Clicks CPA Combination 1 1,256 $0.97 Combination 2 354 $0.45 Combination 3 1,579 $0.81 Combination 4 987 $0.65 Combination 5 201 $1.27 Combination 6 1,105 $1.07
  40. 40. Creative @datifyuk | www.datify.co.uk | (+44)1733 865094 Ad Creative Clicks CPA Combination 1 1,256 $0.97 Combination 2 354 $0.45 Combination 3 1,579 $0.81 Combination 4 987 $0.65 Combination 5 201 $1.27 Combination 6 1,105 $1.07
  41. 41. Creative @datifyuk | www.datify.co.uk | (+44)1733 865094 Ad Creative Clicks CPA Combination 1 1,256 $0.97 Combination 2 354 $0.45 Combination 3 1,579 $0.81 Combination 4 987 $0.65 Combination 5 201 $1.27 Combination 6 1,105 $1.07
  42. 42. Ad Rotation @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 0.20 0.60 1.00 1.40 1.80 2.20 2.60 3.00 3.40 3.80 4.20 4.60 5.00 5.40 5.80 6.20 6.60 7.00 7.40 7.80 8.20 8.60 9.00 9.40 9.80 10.20 10.60 11.00 11.40 11.80 12.20 12.60 13.00 13.40 13.80 14.20 14.60 15.00 15.40 15.80 AverageCPA Advert Frequency
  43. 43. Ad Rotation @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 0.20 0.60 1.00 1.40 1.80 2.20 2.60 3.00 3.40 3.80 4.20 4.60 5.00 5.40 5.80 6.20 6.60 7.00 7.40 7.80 8.20 8.60 9.00 9.40 9.80 10.20 10.60 11.00 11.40 11.80 12.20 12.60 13.00 13.40 13.80 14.20 14.60 15.00 15.40 15.80 AverageCPA Advert Frequency Frequency Sweet Spot
  44. 44. Example Optimization Rules IF CPC => $0.5 then pause ad IF Frequency => 5 then pause ad If CPA =< $0.55 and Daily Budget = ‘reached’ then +20% to daily budget If reach =< 1,000 and CPA =< $0.40 then +5% to CPC @datifyuk | www.datify.co.uk | (+44)1733 865094
  45. 45. One Last Thing… @datifyuk | www.datify.co.uk | (+44)1733 865094
  46. 46. Free Account Audit Delegates can receive a free advertising account audit by visiting: http://bit.ly/19hdSxZ @datifyuk | www.datify.co.uk | (+44)1733 865094
  47. 47. Find Out More! Get in touch on the below details & also download our free ebook by visiting: http://bit.ly/19hdSxZ @datifyuk | www.datify.co.uk | (+44)1733 865094

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