Once You Track,
You Never Go Back
Magda Maragoudaki, ForestView
_AllThingsFacebook ‘13 @ Athens, November 25th 2013

#atfb...
Today We’ll See:

Data Tracking & Optimization
ForestView Success Stories

#atfb13
Data Tracking & Optimization

#atfb13
What Can You Track Via Facebook?
Within
Facebook

Outside
Facebook

Page Likes
Engagement
Post Likes
Post Shares
Post Comm...
What Can You Optimize?
Placements RHS - News Feed - Mobile News Feed
Devices
Ad Formats

Desktop - Mobile phones - Tablets...
So, For An Effective Campaign…
Collect & Analyze Site & Campaign Data

Define Your KPIs
Don’t Be Afraid To Test & Optimize...
ForestView Success Stories

#atfb13
Coca-Cola Connect

#atfb13
The Objective

“Increase Our Fanbase
Maximize Engagement”

#atfb13
How We Did It
Targeting Different Audiences

Testing Multiple Ad Formats
Optimizing Campaigns Daily

#atfb13
Targeting Different Audiences

Focus on 15-24 y.o.
#atfb13

Non-fans
Fans & Friends Of Fans
Testing Multiple Ad Formats

#atfb13
Testing Multiple Ad Formats

#atfb13
But Most Importantly
Insightful Reporting
Daily, Weekly & Monthly Evaluation Of Results

Campaign Optimization Based On Re...
The Results
+27% Fan Increase in 2.5 months
1.2m Total Page Engagement
3 Actions/User on average
70% of Actions on Desktop...
You.gr Mobile Application

#atfb13
The Objective

“Reach Our Consumers Via Mobile
Generate Installs Of Our New Userfriendly Application”

#atfb13
Implementation
Mobile App Install Ads
on News Feed
Demographic & OS
Targeting
Driving Directly To
App Store (iOS)

#atfb13
The Results
33% Higher CTR compared to standard mobile ads
28% Average Click-To-Install Rate
4.200+ App Installs in 3 mont...
MelinaMay.com

#atfb13
The Objective

“Boost Sales
Lower CPC & Cost Per Action
Improve ROI”

#atfb13
The Solution

Facebook Retargeting

#atfb13
The Solution

#atfb13
How We Did It
Segmenting Customers Into Categories

Testing Multiple Retargeting Ads
Optimizing Campaigns Daily

#atfb13
Segmenting Customers Into Categories

Based on:
#atfb13

Gender
Product Categories Visited
Behaviour i.e. Cart Abandonment
Testing Multiple Retargeting Ads

#atfb13
Optimization Is Key
Add New Images & Texts Regularly

Test High converting Product Categories
Campaign Reporting & Evaluat...
The Results
55.8% CPA Decline in just 6 weeks
38% Lower CPA vs. other retargeting campaigns
3.6% Conversion Rate – 1.467% ...
Once You Track,
You Never Go Back!

#atfb13
Come & Play @
ForestView’s booth
to win your own
Facebook
Retargeting
campaign!
#atfb13
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Once You Track, You Never Go Back: Becoming a Success Story on Facebook

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Through a series of case studies, Magda Maragkoudaki, ForestView's Performance Marketing Director, explains the steps that are required in order to optimize your performance on Facebook and become a success story.
This presentation was delivered at the AllThingsFacebook conference in Athens, on November 25, 2013, which included speakers by Facebook, Econsultancy, DraftFCB, OgilvyOne & ThinkDigital.

Published in: Marketing, Technology, Business
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Once You Track, You Never Go Back: Becoming a Success Story on Facebook

  1. 1. Once You Track, You Never Go Back Magda Maragoudaki, ForestView _AllThingsFacebook ‘13 @ Athens, November 25th 2013 #atfb13
  2. 2. Today We’ll See: Data Tracking & Optimization ForestView Success Stories #atfb13
  3. 3. Data Tracking & Optimization #atfb13
  4. 4. What Can You Track Via Facebook? Within Facebook Outside Facebook Page Likes Engagement Post Likes Post Shares Post Comments Photo Views Video Plays Game Played Leads Subscriptions Sales Mobile App Installs Mobile App Engagement #atfb13
  5. 5. What Can You Optimize? Placements RHS - News Feed - Mobile News Feed Devices Ad Formats Desktop - Mobile phones - Tablets - Models Standard Ads - Sponsored Stories - Page Post Ads Image - Text - Video - Photo - CTA - Destination URL Audiences Gender - Age - Location - Family Status - Interests Retargeting - Custom/Lookalike Audiences Ads Other #atfb13 Bidding Type - Time & Day
  6. 6. So, For An Effective Campaign… Collect & Analyze Site & Campaign Data Define Your KPIs Don’t Be Afraid To Test & Optimize #atfb13
  7. 7. ForestView Success Stories #atfb13
  8. 8. Coca-Cola Connect #atfb13
  9. 9. The Objective “Increase Our Fanbase Maximize Engagement” #atfb13
  10. 10. How We Did It Targeting Different Audiences Testing Multiple Ad Formats Optimizing Campaigns Daily #atfb13
  11. 11. Targeting Different Audiences Focus on 15-24 y.o. #atfb13 Non-fans Fans & Friends Of Fans
  12. 12. Testing Multiple Ad Formats #atfb13
  13. 13. Testing Multiple Ad Formats #atfb13
  14. 14. But Most Importantly Insightful Reporting Daily, Weekly & Monthly Evaluation Of Results Campaign Optimization Based On Results vs. KPIs Data Sharing Between All Parties Involved Teamwork At Its Best!  #atfb13
  15. 15. The Results +27% Fan Increase in 2.5 months 1.2m Total Page Engagement 3 Actions/User on average 70% of Actions on Desktop Newsfeed 11% of Actions via Mobile 20K+ Incremental Visits to external Coca-Cola properties #atfb13
  16. 16. You.gr Mobile Application #atfb13
  17. 17. The Objective “Reach Our Consumers Via Mobile Generate Installs Of Our New Userfriendly Application” #atfb13
  18. 18. Implementation Mobile App Install Ads on News Feed Demographic & OS Targeting Driving Directly To App Store (iOS) #atfb13
  19. 19. The Results 33% Higher CTR compared to standard mobile ads 28% Average Click-To-Install Rate 4.200+ App Installs in 3 months #1 in the Free Apps & Lifestyle Categories of the Greek App Store in first 2 weeks #atfb13
  20. 20. MelinaMay.com #atfb13
  21. 21. The Objective “Boost Sales Lower CPC & Cost Per Action Improve ROI” #atfb13
  22. 22. The Solution Facebook Retargeting #atfb13
  23. 23. The Solution #atfb13
  24. 24. How We Did It Segmenting Customers Into Categories Testing Multiple Retargeting Ads Optimizing Campaigns Daily #atfb13
  25. 25. Segmenting Customers Into Categories Based on: #atfb13 Gender Product Categories Visited Behaviour i.e. Cart Abandonment
  26. 26. Testing Multiple Retargeting Ads #atfb13
  27. 27. Optimization Is Key Add New Images & Texts Regularly Test High converting Product Categories Campaign Reporting & Evaluation Of Results CPA Optimization so it makes sense to our business #atfb13
  28. 28. The Results 55.8% CPA Decline in just 6 weeks 38% Lower CPA vs. other retargeting campaigns 3.6% Conversion Rate – 1.467% higher than other retargeting campaigns! 12x Incremental View-Through Conversions #atfb13
  29. 29. Once You Track, You Never Go Back! #atfb13
  30. 30. Come & Play @ ForestView’s booth to win your own Facebook Retargeting campaign! #atfb13

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