Tips & tricks how to maximise your Facebook campaign by Andrei Ursuleanu @ All Things Facebook

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Tips & tricks how to maximise your Facebook campaign by Andrei Ursuleanu @ All Things Facebook

  1. 1. Preferred Facebook Seller
  2. 2. How to maximize our campaign. How to maximize our results.
  3. 3. From consumer perspective Recognize the consumer in the modern times Engage with the consumers in their environment Consider In-depth targeting ability Go Pro (Audiences , Retargeting) From ads perspective Choose the correct Ad placements & Formats From costs perspective Bid the true value. Think long term. Metrics are important Use Analytics Data Tips & Tricks
  4. 4. Recognize the consumer in the modern times
  5. 5. Buying is inherently social People do rely on friends to help them make buying decisions 92% trust word of mouth of friends & family 47% trust TV, press and newspapers
  6. 6. Engage with the consumer in his environment
  7. 7. Global over 1 Billion monthly active users across all platforms over 640 Mils Monthly Active Users …and they are there longer than anywhere else 58% returns daily 67 % YOY Growth
  8. 8. Romania 169 Friends [average] All Fb: 138 22 Page [average] All Fb: 13
  9. 9. Across mobile touch points Romania 70% YOY growth on mobile 3.1 MIL Monthly active users on mobile 6.4 MIL Overall users
  10. 10. In-depth targeting capabilities
  11. 11. Facebook it’s not just reach, it’s not just clicks …but is very precise targeting Social Demographic • Age • Gender Personal • Birthday • Education • Address / Country • Workplace • Relationship status • Likes & interests • Friend connections • Activity (e.g., check-ins) • Intent New possibilities • Lookalike audiences • Custom Audiences • FBX Accurate targeting for narrow audiences 90% 35% Placement • Right hand side • News feed desktop • News feed Mobile Facebook achieves 90% accuracy vs. 35% for the online industry average
  12. 12. Go Pro! Use Advanced Tools (Audiences & Retargeting)
  13. 13. Reach Your Own Customers With Custom Audiences Facebook Your customer database
  14. 14. With Custom Audiences Tailor messages based on consumer’s objective Create Audiences from country email lists, site registrations and even FB apps Create different campaign messages based on the data knowledge Custom Audience will provide W, 18–34 Brand heavy W, 18–34 Deal Seeker Use specific selling techniques to reach the exact interest & needs of your different segments of users
  15. 15. Lookalike Audiences extension to Custom Audiences What? Find and reach more people who are similar to your customers/visitors Why? Lookalike Audiences Custom Audiences They share the same traits as your customers and hence are more likely to be interested in your products/services Best suited for fan acquisition, site registration, off-Facebook purchases
  16. 16. Facebook Exchange This new solution enables you, to focus on those users who have already visited your website and reconnect with them in the most engaging Social Media environment!
  17. 17. User journey via FBX
  18. 18. +1,7x Click to Conversion Rate The Click to conversion ratio of FBX was 1,7 times higher than that of other Display sources The cost per action on FBX was 2,6 times lower than that of other Display sources Cost Per Action Insur ance Vertical -2,6x * Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013
  19. 19. +2x Click to Conversion Rate The Click to conversion ratio of FBX was 2 times higher than that of other Display sources The cost per action on FBX was 1,4 times lower than that of other Display sources Cost Per Action Online Travel Vertical -1,4x * Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013
  20. 20. +2,3x Click to Conversion Rate The Click to conversion ratio of FBX was 2,3 times higher than that of other Display sources The cost per action on FBX was 1,6 times lower than that of other Display sources Cost Per Action eCom merce Vertical -1,6x * Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013
  21. 21. Choose the correct Ad placements & Formats (ideal mix for the right campaign goal)
  22. 22. Constant campaigns on marketplace and timely campaigns on premium inventory….. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  23. 23. RHS & NF Ads Premium Ads Targeting Capabilities Reach Block RHS, NF LOX Reach
  24. 24. LOX NewsFeed Ads High Visibility Reach Block News Feed RHS Ads Large Creative Size
  25. 25. Do I want to push my message in 1 day? Is your only touch point mobile? Do I want to engage with users after they have logged out of FB? Do I want to be the only advertiser running in that placement? Do I need all FB targeting options? Do I want to display a large size creative? Do I need massive reach in a small time window? Do I want retargeting? Do I want to drive engagement? Do I want to build awareness for my new product/service release? FBX Do I want to drive actions (e.g. likes, sales, app installs, registrations)? RHS & NF ADs Reach Block LOX Premium Ads
  26. 26. Bid the true value and Think long term.
  27. 27. Analytics Data/ Quality Metrics (Insights, Connection Analyze, FB Monitor Tools) Reach metrics Sales metrics
  28. 28. Improve your creative Keep it simple
  29. 29. Message Guides ▪ Questions drive engagement in title or body Encourage users to act immediately. ▪ Give clear call to action with verbs like “Click now”, “Book today” – drive urgency ▪ Everyone likes a good deal, so highlight this in your ad text. ▪ If possible, use words like: ▪ Free ▪ Discount ▪ Promotional Are you UP for it? Order today before time expires! Great prices Latest offers
  30. 30. Content wise….. Keep your text short & clear
  31. 31. Content wise….. Create a posting pattern according with the best results (see FB Monitor or Insights data for post interactions)
  32. 32. Creative wise….. We’re all about visuals, so keep your text short and take advantages of the creatives size
  33. 33. Creative wise….. Test different creatives and constantly analyze your data
  34. 34. Metrics wise….. Use Reporting data to correct the plan where necessary
  35. 35. Customer wise….. Use Targeting, Retargeting & Audiences Solutions
  36. 36. Customer wise….. Take full advantage of Facebook massive (exclusive) reach
  37. 37. Customer wise….. Your ad should direct users to the most relevant destination
  38. 38. General Don’t use spam apps to enhance the data base. You will just gain (a lot of) fans that are interesting only in the prize, competition and we’ll not to added value to your page
  39. 39. General Don’t use slicks to enhance the data base (like buttons where they do not belong). Don’t mislead the user to became your fan

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