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Monetisation through keyword targeting<br />Copyright – Rocketer 2011 <br />
>The next 5 minutes<br />Rocketer and Hercules<br />Mobile network challenge<br />Methods for monetising Facebook traffic<...
>Hercules and Facebook’s Ads API<br />Automated<br />Market leading algorithmic optimisation technology<br />Focused on th...
>The challenge for mobile networks – G2N conversions<br />Network credit checks<br />Sales<br />Orders<br />Copyright – Ro...
>Segmentation in Market Place ad campaigns<br /> Female:  20 – 24<br />Female:  25 - 29<br />Female:  30 – 34<br />Female ...
>Keyword strategy 1: Overlay profile data for handset users<br />Keywords for: Blackberry<br />Keywords for: HTC<br />Keyw...
>Keyword segments and eCPA<br />How we use keywords<br />As ‘proxies’ or indicators of credit worthiness<br />=<br />Segme...
>Keyword strategy 2: Qualified by having accounts elsewhere<br />Utilities:<br /><ul><li>Eon
EDF
Npower
Scottish Power
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Chinwag Insight: Facebook Marketing - Ben Cole, Rocketer - Measurement & Monetisation

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Chinwag Insight: Facebook Marketing - Ben Cole, Rocketer - Measurement & Monetisation

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Chinwag Insight: Facebook Marketing - Ben Cole, Rocketer - Measurement & Monetisation

  1. 1. Monetisation through keyword targeting<br />Copyright – Rocketer 2011 <br />
  2. 2. >The next 5 minutes<br />Rocketer and Hercules<br />Mobile network challenge<br />Methods for monetising Facebook traffic<br />Results<br />Conclusion<br />Copyright – Rocketer 2011 <br />
  3. 3. >Hercules and Facebook’s Ads API<br />Automated<br />Market leading algorithmic optimisation technology<br />Focused on the early stage campaign build<br />Campaign <br />Build<br />Campaign optimisation<br />Manual<br />Copyright – Rocketer 2011 <br />
  4. 4. >The challenge for mobile networks – G2N conversions<br />Network credit checks<br />Sales<br />Orders<br />Copyright – Rocketer 2011 <br />
  5. 5. >Segmentation in Market Place ad campaigns<br /> Female: 20 – 24<br />Female: 25 - 29<br />Female: 30 – 34<br />Female : 35 – 39<br />Female: 40 - 45<br />Looking for pockets of quality that can be scaled, whilst shutting down activity that is dragging down the overall ROI. <br />Plymouth<br />Glasgow<br />Manchester<br />Birmingham<br />London<br />Approach can choke volume<br />Copyright – Rocketer 2011 <br />
  6. 6. >Keyword strategy 1: Overlay profile data for handset users<br />Keywords for: Blackberry<br />Keywords for: HTC<br />Keywords for: iPhone<br />Strategy:<br />Identify interests and desires for key HTC customers. <br />Strategy:<br />Identify interests and desires for key iPhone target customers. <br />Strategy:<br />Identify interests and desires for key Blackberry customer segments. <br />Sample keywords: Reach<br />Sample keywords: Reach<br />Sample keywords: Reach<br />Copyright – Rocketer 2011 <br />
  7. 7. >Keyword segments and eCPA<br />How we use keywords<br />As ‘proxies’ or indicators of credit worthiness<br />=<br />Segment 2<br />Keyword: ‘Golf’<br />500 sales <br />@ £130<br />Segment 1<br />Keyword: ‘ZARA’<br />250 sales <br />@ £115<br />Segment 3<br />Keyword: None<br />1,500 sales <br />@ £180<br />2,250 sales <br />@ blended CPA £162<br />Copyright – Rocketer 2011 <br />
  8. 8. >Keyword strategy 2: Qualified by having accounts elsewhere<br />Utilities:<br /><ul><li>Eon
  9. 9. EDF
  10. 10. Npower
  11. 11. Scottish Power
  12. 12. British Gas</li></ul>Broadband, Telcos<br /><ul><li>SKY+
  13. 13. Virgin Media
  14. 14. BT
  15. 15. Astromax
  16. 16. Freesat+
  17. 17. Plusnet</li></ul>Banks and insurers:<br /><ul><li>Nat West
  18. 18. HSBC
  19. 19. First Direct
  20. 20. Lloyds
  21. 21. Cooperative
  22. 22. Barclays
  23. 23. AMEX</li></ul>---------------------<br /><ul><li>Aviva
  24. 24. AXA
  25. 25. Swiftcover
  26. 26. Elephant
  27. 27. More Than
  28. 28. Churchill</li></ul>Copyright – Rocketer 2011 <br />
  29. 29. >Keyword strategy 3: Experian approach<br />Duration at current address<br />Marital status<br />Electoral role<br />Age<br />Home owner<br />Example keywords; <br /><ul><li>Gardening – 2.9m
  30. 30. DIY - 38,000
  31. 31. Wedding - 1.8m
  32. 32. Labour Party – 151,000
  33. 33. Online Banking – 25,000 </li></ul>Credit score factors<br /><ul><li>Number of active credit accounts
  34. 34. No late payments
  35. 35. CCJs
  36. 36. Spousal credit history</li></ul>Length of time with <br />current bank<br />Ability to repay:<br />Copyright – Rocketer 2011 <br />
  37. 37. >Conclusion<br /><ul><li>We have seen a significant uplift in quality when using keywords as ‘credit proxies’
  38. 38. In some instances our G2N conversion rate has moved from 24% - 56%
  39. 39. The challenge is achieving a healthy G2N whilst maintaining volume
  40. 40. We are modelling this approach continually</li></ul>Copyright – Rocketer 2011 <br />
  41. 41. >Rocketer<br /><ul><li>Original Facebook API Beta Participant
  42. 42. Most sophisticated API user
  43. 43. Best technology platform
  44. 44. 27 employees
  45. 45. UK, France and Germany</li></ul>Rocketer is an approved Facebook Advertising Provider. We were invited by Facebook to integrate with the ads platform three years ago on the back of a successful API partnership with Yahoo. <br /> Beta API Participant<br /> Approved Ad Provider<br />Copyright – Rocketer 2011 <br />

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