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Facebook ads - How much does it really cost to acquire customers? By Etienne Alcouffe

Let's talk about Money! You know how to set up a Facebook Campaign but, when it's time to decide on a budget, things can get complicated... This workshop will break all the myths and give you all the insights you need to optimize your experience with Facebook Ads.

During this 45 min. worksop, Etienne Alcouffe will go even further:
- How to set your budget
- How to determine cost per acquisition
- How to set your objectives
- How to organize your campaigns: audience targeting, page metrics, etc.

Etienne Alcouffe is a Search Engine Marketing Specialist at the Effilab / Adsonwall group with a background in SEO, SMO, content and digital advertising.
Etienne is passionate about advertising and will transform you in an Ad Geek!

Facebook ads - How much does it really cost to acquire customers? By Etienne Alcouffe

  1. 1. FACEBOOK ADS: HOW MUCH DOES IT REALLY COST TO ACQUIRE CUSTOMERS? BY ETIENNE ALCOUFFE #TFWORKSHOP
  2. 2. TheFamily 
 code: lamifasisi WIFIWIFI
  3. 3. DISAGREE ON TWITTER! #TFWORKSHOP
  4. 4. #TFWORKSHOP FACEBOOK ADS: HOW MUCH DOES IT REALLY COST TO ACQUIRE CUSTOMERS? ETIENNE ALCOUFFE SALES MANAGER @EFFILAB @ETIENNEAF
  5. 5. Facebook Ads: How much does it really cost to acquire customers? You need a team of pay per click (PPC) experts and we have a team of 30+ consultants. We make it our priority to deliver high quality strategic recommendations and management services in order to drive optimal account performance.
  6. 6. KEY FIGURES 30 50 million €in advertising spend under management 7SEM SMO Consultants Countries covered ● Specialized in AdWords & Facebook Ads ● Created in 2008 ● International presence ● Performance based advertising ● Conversion optimization
  7. 7. Why should you use Facebook Advertising in the 21st century?
  8. 8. Facebook is growing rapidly 1. 1.59 billion monthly active users. 2. Leading social network worldwide
  9. 9. Facebook is the third largest website in France 46 % male 54 % female 1) 27 million users. 2) 17 million on mobile. 3) 11 million daily active users on mobile • Average age : 22 Yrs • 18-24 Yrs : 23% • 25-34 Yrs : 28% • 35-44 Yrs : 20% • 45-54 Yrs : 14% • 55-65 Yrs : 15 %
  10. 10. Why should your business advertise on Facebook? Facebook on mobile: • 24 millions monthly users • 40% of the time spent on Facebook is on the News Feed. • 46% use Facebook while they shop • 47% use Facebook while they cook • 48% while they exercice • 46% during their commute
  11. 11. What will you miss if you are not on Facebook? • Extremely precise targeting features • Customized ads. • Competitive media prices. • Native experience.
  12. 12. How can you benefit from native advertising?
  13. 13. What objectives can you pursue?
  14. 14. Start by focusing on one advertising objective
  15. 15. Divide your objectives into strategies LookaLike Audience Interest targeting Behavior targeting Demographic Acquisition Custom Audience Remarketing Fans Loyalty TargetingCampaign type Conversion Custom Audience Remarketing Participation Fans
  16. 16. Facebook is a powerful market research tools Step 1. Landing page Step 2. Ad Step 3. Reporting
  17. 17. Use Facebook to launch your product / service Step 1. CRM data Step 2. Lookalike Step 3. Custom audience
  18. 18. Grow your product / service What is your LTV / CPA ? Can you scale your advertising without degrading your CPA ? GROW TRAFIC VOLUME Through demographic and interest targeting. BROADEN YOUR ACQUISITION Go deep into the metrics. OPTIMIZATION 15
  19. 19. How to organize your campaigns like a professional
  20. 20. This account structure is important to suceed Campaign Ad Set Ads Ad Set Ads
  21. 21. Inside an E merchant Facebook Account Nomenclature : • CA : Custom Audience • LKLK : Lookalike • RMKG : Remarketing
  22. 22. Create a campaign per phase / objective Product Market Fit – Wine Investment Demographic targeting Ad 1 Ad 2 Interest targeting Ad1 Acquisition – Wine Investment CRM Ad 1 Ad 2 Custom audience Ad1 1 2 The discovery phase The transition phase Data Sales CPC= 0,36 CTR= 2,05% Conversion Rate= 10% CPA= 3,6 € CPC= 0,45 CTR= 3,54% Conversion Rate= 3% CPA= 15 € Budget: 10 €/day Budget: 10 €/day
  23. 23. 3 ways to think about your budget
  24. 24. What does your situation look like? Less than $1000 • Creativity • Acquisition • 10H/week $1000- 5000$ • Website • Content • Social/Search Over $5000 • More acquisition • Other Channels • Remarketing
  25. 25. Follow these 7 steps and iterate 1. State the campaign costs. 2. State the revenues / learnings of the campaign. 3. Describe the tracking process. 4. State the number of leads and sales generated. 5. State the maximum CPL or CPA. 6. Use statistically meaningful numbers. 7. Establish a control group.
  26. 26. Set up a digital marketing planning spreadsheet
  27. 27. Don’t throw good money after bad, benchmark KPI’s
  28. 28. How are your conversion rates ?
  29. 29. Can you estimate your CPA based on these figures ?
  30. 30. Take a step back and analyse your data CPC= 0,36 - Conversion Rate= 4% - CPA= 9 € CPC= 0,36 - Conversion Rate= 1% - CPA= 36 € CPC= 0,20 - Conversion Rate= 0,5% - CPA= 40 € CPC= 0,20 - Conversion Rate= 0,4% - CPA= 50 €
  31. 31. 28 THANK YOU QUESTIONS? Facebook.com/etiennealcf @etienneAF
  32. 32. QUESTIONS?
  33. 33. "A QUICK & DIRTY GUIDE TO BUILDING A MARKETPLACE" BY EMMANUEL STRASCHNOV MARCH 7TH - 12:30PM REGISTRATION VIA MEETUP.COM NEXT EVENT
  34. 34. SEE YOU SOON! 
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