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Facebook Advertising Best Practices

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Presentation by Kenshoo CMO, Aaron Goldman, at SES San Francisco sharing best practices for Facebook Ad Automation.

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Facebook Advertising Best Practices

  1. 1.
  2. 2. 2<br />Keys to Success<br />
  3. 3. Facebook has Lots of Ad Inventory<br />3<br />Source: Comscore May 2011<br />
  4. 4. The Click Conundrum<br />4<br />People on Facebook Are Busy Connecting, Not Clicking<br />0.10 %<br />Average Display CTR<br />0.05 %<br />Average Facebook CTR<br />Source: Webtrends Feb 2011, Kenshoo Social July 2011<br />
  5. 5. The Impression Issue<br />5<br />
  6. 6. Monitor Social KPIs <br />6<br />Uniques<br />ROI<br />Revenue<br />Clicks<br />Purchases<br />Follows<br />Social Impressions<br />Churn<br />Cost<br />CPF<br />Video Views<br />Connections<br />Downloads<br />CPL<br />Likes<br />Conv Rate<br />Mentions<br />CPM<br />Tweets<br />Shares<br />AOV<br />Retweets<br />CPC<br />Fans<br />Share of Voice<br />CTR<br />Impressions<br />CPA<br />Social Reach<br />RSVPs<br />Engagements<br />Reach<br />Leads<br />Revenue/Click<br />
  7. 7. 7<br />Automate KPI Reporting <br />
  8. 8. 8<br />Keys to Success<br />
  9. 9. Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />Leverage automated advertising tracking systems to report and act on all consumer touchpoints prior to purchase<br />9<br />
  10. 10. Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />60%<br />25%<br />10%<br />5%<br />(Last Click)<br />10<br />
  11. 11. Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />40%<br />10%<br />10%<br />40%<br />(Last Click)<br />11<br />
  12. 12. Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />25%<br />25%<br />25%<br />25%<br />(Last Click)<br />12<br />
  13. 13. Set an Attribution Model to Reflect the True Value of Each Engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />0%<br />0%<br />0%<br />100%<br />(Last Click)<br />13<br />
  14. 14. 14<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
  15. 15. Prefer First
  16. 16. Distribute Evenly
  17. 17. U-Shaped
  18. 18. Prefer Last
  19. 19. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
  20. 20. 15<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
  21. 21. Prefer First
  22. 22. Distribute Evenly
  23. 23. U-Shaped
  24. 24. Prefer Last
  25. 25. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
  26. 26. 16<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
  27. 27. Prefer First
  28. 28. Distribute Evenly
  29. 29. U-Shaped
  30. 30. Prefer Last
  31. 31. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
  32. 32. 17<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
  33. 33. Prefer First
  34. 34. Distribute Evenly
  35. 35. U-Shaped
  36. 36. Prefer Last
  37. 37. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
  38. 38. 18<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
  39. 39. Prefer First
  40. 40. Distribute Evenly
  41. 41. U-Shaped
  42. 42. Prefer Last
  43. 43. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
  44. 44. 19<br />Last Click Attribution Undervalues FB Performance<br />Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution <br />First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch<br /><ul><li>First Only
  45. 45. Prefer First
  46. 46. Distribute Evenly
  47. 47. U-Shaped
  48. 48. Prefer Last
  49. 49. Last Touch</li></ul>20% 40% 60% 80% 100%<br />
  50. 50. Mine Insights from Search and Social Interaction<br /> Top 100 Internet Retailer running DR search and social campaigns, each with positive ROI<br /> 20% of all conversion paths showed ad clicks from more than one channel (searchand social)<br />Over 1/3 had brand queries in the path to conversion<br />Consumers discover brand on FB and then search for it by name<br />
  51. 51. 21<br />Keys to Success<br />
  52. 52. 22<br />Targetingis Tantamount<br />
  53. 53. 23<br />Targetingis Tantamount<br />
  54. 54. 24<br />Targetingis Tantamount<br />
  55. 55. 25<br />Automatically Create Ad Groups <br />Ad Group<br />Creative <br />Target<br />x<br />=<br />x<br />=<br />
  56. 56. 26<br />Dynamically Generate Segments<br />Dynamic Estimated Reach<br />Full Geographic Targeting and Language Settings<br />
  57. 57. 27<br />Dynamically Generate Segments<br />Target by age, gender, relationship status<br />
  58. 58. 28<br />Dynamically Generate Segments<br />Relate to your audience through likes & interests, education & workplaces<br />
  59. 59. 29<br />Dynamically Generate Segments<br />Save Custom Target Settings<br />Reach Friends of Friends<br />
  60. 60. 30<br />Keys to Success<br />
  61. 61. 31<br />Avg. CPC<br />Population Size<br />Source: Facebook API June 2011<br />High Variable Cost Between Targets<br />
  62. 62. 32<br />Testing Tactics<br />Segments<br />Images<br />Messaging<br />Scheduling<br />Bidding<br />
  63. 63. 33<br />Save Segments<br />Segments<br />
  64. 64. Iterate Images<br />Images<br />Use buttons<br />Image frames<br />Celebrities<br />Think outside the box!<br />Background colors<br />People vs. objects<br />Animals<br />Shock and awe<br />34<br />
  65. 65. Messaging<br />Messaging Matters<br />35<br />
  66. 66. Messaging Matters<br />Messaging<br />Use a Call to Action<br />Refresh Copy Often<br />Use Promotional Codes<br />Don’t Use Standard Search Copy<br />Personalize Ads<br />Short and Concise is Best<br />36<br />
  67. 67. Track Timing<br />Scheduling<br />37<br />
  68. 68. 38<br />Bid Better<br />Bidding<br />Smaller Social CTR Variance Demands Tighter Bid Algorithms<br />Social<br /><ul><li>CPC
  69. 69. CPA
  70. 70. ROI
  71. 71. Follow FB Suggested Bid</li></ul>Search<br /># of Campaigns<br />CTR<br />
  72. 72. 39<br />Bid Better<br />Bidding<br />Smaller Social CTR Variance Demands Tighter Bid Algorithms<br />Leverage custom Facebook bid algorithms to manage campaigns based on your goals<br />Social<br /><ul><li>CPC
  73. 73. CPA
  74. 74. ROI
  75. 75. Follow FB Suggested Bid</li></ul>Search<br /># of Campaigns<br />CTR<br />
  76. 76. 40<br />Keys to Success<br />

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