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How To Become A Marketing Disruptor
- 1. Building to Break: Learn To Be An Advertising Disruptor
- 2. What makes a company a Disruptor? Source: Ipsos survey of 1,134 US businesses that either started online or sell online, August 30–September 6, 2018. All data is compared to non-disruptor counterparts. Disruptors break boundaries, break new markets and break new ground.
- 3. • Think mobile first • Reach audiences in new way • Optimize creative across your platforms • Scale and drive better performance through machine learning • Test and learn How disruptive Companies Break Through
- 5. Disruptive consumers are most likely to buy cross-device Facebook, The State of Disruption, 2018
- 6. 1.2M people join social media platforms In just one day 1) Variety, “Netflix’s Latest Streaming Record: Members Viewed 250 Million Hours of Video on a Single Day in January,” March 2017, 2) https://blog.microfocus.com/how-much-data-is-created-on-the-internet-each-day/ 3) http://www.statisticbrain.com/google-searches, 4) https://www.lifewire.com/how-many-emails-are-sent-every-day-1171210 6.6B internet searches 25M hours of Netflix Streaming 296B emails sent
- 7. • 65% Consumer Tech • 84% Emerging Apparel • 87% Beauty Disruptors • 54% Financial Services • 75% Fashion • 70% Food Delivery • 70% Emerging Marketplaces Mobile is becoming integral part of the shopping journey Source: Facebook internal data, May-August 2018.
- 8. Mastering the mobile experience Consistency across between ads and landing pages 40% of users will end up visiting a competitor’s site if your page does not load quickly2 Optimized content for the mobile screen 40% of website visitors abandon a site after 3 seconds of delay3 Load faster Optimal load times for peak conversions ranged from 1.8 to 2.7 seconds across device types Facebook, Build to Break Playbook, 2018
- 9. Reaching audiences in new ways
- 10. Using Instagram to find new audiences 60% of people on Instagram are learning about a new product Source: Facebook, Raise awareness of your business
- 11. Deliver 1:1 communication at scale 1.3B People use messenger each month Facebook, Messenger by the numbers, 2017
- 12. Drive better results with Marketplace Millions of people are looking at listings every day on Facebook Marketplace for US Car Shoppers Facebook, Marketplace Adds More Options for US Car Shoppers, 2017
- 14. Capture attention quickly Facebook, Build to Break Playbook, 2018
- 15. Use vertical video to drive performance 1) Facebook data, North America, Latin America and Europe, Nov-Dec 2016 2) “Vertical Video Turns Heads on Social Platforms, Mobile Devices,” DigitalNewsDaily, June 2017. 3) “Vertical Video is on the Up and Up,” YuME
- 16. 11x More creative assets (45 vs 4) and contribute up 3x More revenue growth Average advertisers who have seen success with mobile video create… Facebook, Build to Break Playbook, 2018
- 17. Scale and drive better performance
- 18. 1. Attribute conversions 2. Make it simple 3. Maximize results 4. Be relevant at the lowest cost 5. Right message, to the right people Advertising like a disruptor
- 20. Simplifying ad account to improve efficiency
- 21. Maximizing campaign results and spending less on underperforming ad sets
- 22. Delivering the right ad to the right person at the lowest cost
- 23. Showing the right products to people who’ve expressed interest
- 24. Test, learn and optimize
- 25. Split testing our ads to get better results Split testing identifies the most efficient winning ad set Facebook population Test group 1 Test group 2 Ad version 1 Ad version 2 • Run controlled tests with no audience overlap • Surface the best version of our ads, randomizing the audience on people, not cookies
- 26. Benefits of split testing Randomized, non-overlapping groups of people Easy to setup in Ads Manager and the API Actionable results and best practices for future campaign planning
- 27. Optimizing by variable Test different creative formats, media, headlines and calls to action to see which performs best Test different audiences to see who’s more likely to engage with your ads or buy your products Test different delivery strategies to see which one leads to better results Test different placements across platforms and devices CREATIVE AUDIENCE DELIVERY OPTIMIZATION PLACEMENT
- 28. Quick Recap
- 29. How Disruptive Companies Break Through Optimize creative across your platforms Capture attention quickly and use vertical video to drive performance Reach audiences in new ways Take advantage of new ways to reach audiences with Instagram, Messaging and Marketplace Think mobile first Building for mobile first can drive even more brand value Scale and drive better performance Transform ad performance with scale Test & Learn Use testing to optimize campaigns
- 30. Thank you! Visit us at gogobds.com to learn more.
Editor's Notes
- Disruptors are changing the industries they serve by giving their audiences what the things they didn't know they wanted, in the ways they always wanted it. Creating new solutions to old problems, disruptors are redefining how companies in their industry should act and operate and then execute better than everyone else.
- Disruptor consumers across categories ranged anywhere between 4 and 7 times as likely to shop cross-device Consumers in mobile are in an "always-on" shopping mode
- Successful disruptors know that building a mobile-first experience starts with understanding mobile behavior. These companies are thinking about the consumer experience, building processes to facilitate learning and focusing on mobile from the start.
- Consumers are using mobile throughout their day and expect to find the products and services they are looking for regardless of the device they are on.
- The most successful disruptors are think about mobile in its proper context. They understand that mobile is more than a device or channel, it’s a behavior. And fundamental shifts in consumer behavior require fundamental shifts in business strategy.
- Take advantage of new ways to reach your audiences. 60% of people on Instagram are learning about a new product and two-thirds of them take action after being inspired by a post. We can leverage Instagram to drive inspiration, build your brand and connect to consumers where they are spending most of their time.
- People and businesses are exchanging over 10 billion messages globally each month on Messenger. When Facebook surveyed people who use its messaging apps daily across 4 markets globally, the majority of them said that they had messaged a business in the past three months. Why should we use messenger? To deliver 1:1 communication with our audiences at scale.
- People and businesses are exchanging over 10 billion messages globally each month on Messenger. When Facebook surveyed people who use its messaging apps daily across 4 markets globally, the majority of them said that they had messaged a business in the past three months. Why should we use messenger? To deliver 1:1 communication with our audiences at scale.
- Disruptive companies are well, disruptive, because they anticipate their consumer's needs. Which is why we're developing creative that engages our audience no matter the device, giving them what they want and how they want it before they even know, what they need.
- It's critical to capture attention right away, so highlighting your brand quickly before we lose the viewer's attention is critical. As mentioned earlier, consumption on mobile is fast and time spent interacting with content is even shorter. It's important that we consolidate and present your message within 15 seconds.
- Vertical viewing, in particular, has spiked in popularity. According to a YuME report, it's providing a more intuitive experience for people. In fact, 79% of novice vertical video consumers agreed that the format is more engaging, and said that they would choose the vertical format in most cases.
- Creative agility. It’s no longer about the traditional creative process, instead Disruptors are learning fast, often and are able to move quickly on creative production. Testing creative can have as significant of an impact on performance as targeting, placement or optimization. With every mobile campaign, we need to build several versions of video creative Test all of them quickly, measure results, and pivot budget towards best performing creative for the duration of the campaign.
- Disruptive companies are well, disruptive, because they anticipate their consumer's needs. Which is why we're developing creative that engages our audience no matter the device, giving them what they want and how they want it before they even know, what they need.
- Auto advanced matching improves ad performance by more accurately ascribing where conversions come from. This keeps us more informed on how to make better decisions with future ad spend.
- Simplifying our account structure will help us move from manually creating multiple campaigns and ad sets to allowing machine learning to auto test which creative and ad placements drive the best results. Optimizing in real time.
- Manually allocating budgets at the ad set level makes it more difficult to track and optimize account spend. Using campaign budget optimization will help us to improve ROI by automatically distributing spend to top performing ad sets in real time.
- Saving both time and costs, we can use automatic placements to reach our audiences by using a single ad for all relevant placements. Delivering a cheaper cost per outcome across all placements.
- With dynamic ads we can automatically deliver the right product ad to the right person, based on the interest they've expressed from our site, app or elsewhere on the internet.
- As new capabilities come out, Disruptors can take full advantage of new offerings by testing ideas and turning those ideas that quickly scale.
- Facebook's split testing, also known as A/B testing will allow us to show two or more versions of an ad to a similar audience to see which ones performs better for our chosen variable. We can use it to optimize creative, audience, delivery and placements.
- Split testing delivers your ad testing with several key benefits: 1. Facebook randomizes the audience and so there’s no audience overlap, leading to a clean test 2. Split testing is based on real people, not cookies alone, so the test delivers to people across devices, apps and browsers 3. It’s easy to setup within Ads Manager and for more advanced or large-volume use cases, through the API, so more time spent on optimizing your campaigns 4. At the end of the test, we’ll receive actionable results that you can use for future campaign planning [CLICK]
- A split test lets you test with different versions of your ads so you can see if one version performs better than another. With each test we can use one of the following variables: Creative Audience Delivery optimization Placement We can run a split test using 2 strategies (an A/B test), 3 strategies (an A/B/C test) and up to 5 within a single split test. Creative We can test how different creative impact your performance by modifying the creative format/media, headlines and calls to action. Audiences To optimize our targeting, we can test audiences. Possible tests to run: Saved audience (A) versus saved audience (B) Saved audience (A) versus saved audience (B) versus saved audience (C) Delivery Optimizations We can run tests on delivery. For example, you can choose to optimize for impressions in one ad set and link clicks in another. Possible tests to run: Optimize for impressions (A) versus optimize for link clicks (B) Optimize for conversions with a conversion window of 1 day (A) versus optimize for conversions for a conversion window of 7 days Optimize for conversions with a conversion window of 7 day (A) versus optimize for daily unique reach (B) vs. optimize for link clicks (C) Placements Or if you want to optimization based on where your ads are being delivered, we can run a split test on placements. For example, we can select automatic placements or customize placements to define where we would like the ads to appear. Possible tests to run: Select automatic placement (A) versus custom placement (B) It is recommended to test custom placements against automatic placement, rather than test custom placements against each other