Social Media Week NYC 2017: Breaking Down the Facebook Auction
PPC | Display | SEO | Paid Social | Content | Analytics | Feeds & Shopping
How to combat inﬂated CPMs and bigger
budgets to deliver more sales in 2017
7 years in digital marketing
Moved to NYC in early 2016 to launch Croud USA
A dead ringer for the Gregorys Coﬀee logo
Croud USA’s ﬁrst employee
Loves Facebook (and sometimes Instagram)
Doesn’t have an emoji equivalent of Clark
• Some background
• Facebook: What works
• What happens if things stop working?
• Digital performance agency
started in 2011
• 93 staff across US, UK and
• Powered by a network of 600+
on-demand digital experts
• Managed by our proprietary tech
and marketing tools
• Who to target
• How to target them
• When to target them
• Setting the right bids
• Selecting the right ad format
• Opting for the right objective
• Text, video, image
• Matching assets to your
Bid value for the
Two types of bid:
BRANDAWARENESS CONVERSIONS LEADADS PRODUCTADS CLICKS
Cheap impressions to
reach a broader audience
Identify people most likely
to complete purchase
Easy way to collect emails
and phone numbers at
very reasonable prices
Bottom of Funnel - high
Bring cheap trafﬁc to your
Retargeting, look-a-likes Retargeting, look-a-likes Retargeting
Creative Video, carousel, canvas
Video, carousel, standard
Lead ads Dynamic Product Ads
Video, carousel, canvas,
How to properly target
How to ﬁnd the right bid
with rising CPMs
How to create Facebook-friendly,
Correct bid and budget, but delivery is
Check website, CVRs, pixel
Check negative comments
Check audience fatigue
Are your audiences competing for
one another? Is there overlap?
Check audience overlap tool
to ensure under 30%
Correct CRM data
Are you too granular?
Only segment when truly necessary
Better to give Facebook more data per
Used LALs and interest targeting but
LALs were of all customers and website
visitors. Interests were very broad.
Used stronger LALs and did not segment
unless absolutely necessary
Example of where it makes sense to
segment: 30 day website visitors vs cart
Example of strong LAL seed audience:
Subscribers who have been with the
company for over 2 years.
Why are they so diﬀerent?
Decide on a company attribution
We would say the actual value is somewhere in the
Told to bid “true value” but simply not
Test other forms of objectives - e.g.
Use FB to ﬁnd relevant audience and
use retargeting in more expensive
Paid media as blended channel
Implementing it correctly is key, especially
for conversion campaigns
Use the FB Pixel Helper Chrome extension
Tag events properly
with FB ads
with FB ads
2,000 conversions that can be estimated
to be affected by the advertising
8,000 conversions were directly
attributed to Facebook ads
CPMs for conversion
campaigns were at $23,
meanwhile link clicks at $8
time of the year.
Continue prospecting campaign.
Targeting website visitors from
the last month with a link clicks
campaign and a compelling offer
Idea is to test new ways
to use the platform.
Find a better way when the
algorithm is too expensive to use.
Launched a link clicks
Getting people to the
website at a cheaper cost.
Found an ad that works well but is
Have you tested it on another audience?
Recommend refreshing creative every
Diﬃcult to create assets
Free apps are available
Don’t need a huge production
to create something that will work
Having irrelevant ads will cause
Need to ensure creative resonates with
Need to make it FB friendly
Increase in monthly
revenues from fb
in 3 months
Facebook is only
video (July 28)
creative (June 24)
Your audience's attention quickly.
Make sure there are moving parts
and captivating moments, so they
can identify your brand early on.
For sound off.
85% of video is watched without sound.
Use captions, and split screens with
subtitles to communicate via words as
well as video.
Your story in
Create visual surprises to keep the
user engaged and watching longer
and make it fun.
Keep using creative ways to present
your products and story. Using visual
effects, vignettes and gifs.
• Something we like to do is have
audience fatigue reporting
• Systemized approach to identifying
creative fatigue via frequency and
• Once you run for a while, you’ll
understand when your audiences
start to become fatigued
• It’s very easy to burn through top
audience quickly if not controlled
• Use strongest seed
• Only segment when
• Keep audience overlap
• Don’t be afraid to test
other campaign objectives
• Ensure your pixel is
• Conversion lift testing can
give insight into GA/FB
• Use FB-friendly ads that
resonate with your audience
• Refresh creative every 2-4 weeks
• You don’t need a professional
studio to make successful