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Funnel completed: Dynamic Ads als Brücke zwischen Prospecting und Remarketing #AFBMC

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Vortrag von Dennis Fäckeler auf der AllFacebook Marketing Conference 2018 in Berlin.

Details:
https://conference.allfacebook.de/session/prospects-and-remarketing/

Published in: Marketing
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Funnel completed: Dynamic Ads als Brücke zwischen Prospecting und Remarketing #AFBMC

  1. 1. www.thehomelike.com Funnel completed: Dynamic Ads als Brücke zwischen Prospecting und Remarketing
  2. 2. 700.000+ gebuchte Nächte 45.000+ Apartments Ø 40% Kostenersparnis* 100+ Städte • *gegenüber einem Hotelzimmer Löffelfertige Wohnungen an Geschäftsreisende vermieten www.thehomelike.com
  3. 3. Funnel ist out, Flywheel ist in. Was heißt das für mein Marketing? Funnel completed: Dynamic Ads als Brücke zwischen Prospecting und Remarketing
  4. 4. A I D A
  5. 5. upper middle lower
  6. 6. The Virtuous Cycle Growth through scaling „The Amazon-Flywheel“
  7. 7. Growth Traffic Customer ExperienceSellers Selection Lower cost structure Lower prices Infrastructure investment Improved efficiency Faster, more reliable delivery The Everything Store: Jeff Bezos and the Age of Amazon https://www.amazon.com/Everything-Store-Jeff-Bezos-Amazon/dp/0316219282 https://www.ben-evans.com/benedictevans/2014/9/4/why-amazon-has-no-profits-and-why-it-works http://www.samseely.com/blog/2016/5/2/the-amazon-flywheel-part-1
  8. 8. Flywheel Hubspot https://blog.hubspot.com/marketing/our-flywheel
  9. 9. Dynamic Product Ads Personalized ads without manual effort
  10. 10. Relevance Complete the sale Contact people across devices Scale
  11. 11. What are the requirements? Pixel / SDKProduct catalogue
  12. 12. The Heart of DPA: The Product Catalogue
  13. 13. Product Catalogue types Travel AutomotiveReal Estate
  14. 14. The Brain of DPA: The Facebook-Pixel
  15. 15. Add pixel-events along your funnel Search ViewContent AddToCart Purchase AddPaymentInfo InitiateCheckout
  16. 16. How to implement?
  17. 17. Why should I use Dynamic Product Ads?
  18. 18. Search ViewContent AddToCart Purchase AddPaymentInfo InitiateCheckout preferred_price_range: 1200,3000
  19. 19. Flywheel Hubspot https://blog.hubspot.com/marketing/our-flywheel
  20. 20. Relevance ScalabilityDynamic creative
  21. 21. 5 easy tips to improve your Dynamic Creative
  22. 22. #1 Static image + profile picture Images Facebook https://www.facebook.com/business/help/290405121752426
  23. 23. #1 Static image + profile picture Profile picture Images Facebook https://www.facebook.com/business/help/290405121752426
  24. 24. #2 Map with business location and opening hours
  25. 25. #3 Customized Ad texts Headline + Description
  26. 26. #4 Slideshow with gallery assets Video slideshow Images Facebook https://www.facebook.com/business/help/290405121752426
  27. 27. #5 Overlays / Frames + Offers Overlay Frame Images Facebook https://www.facebook.com/business/help/290405121752426
  28. 28. #5 Overlays / Frames + Offers Images Facebook https://www.facebook.com/business/help/290405121752426
  29. 29. What targeting methods can I use? Lookalike audiences Behavioural/ Interest based Broad audiences
  30. 30. What‘s a broad audience?
  31. 31. Match relevant people with relevant products
  32. 32. Who is most relevant to what?
  33. 33. It‘s a match!
  34. 34. FB tries to find a product./.audience match
  35. 35. Not all products are treated equally
  36. 36. Broad Audience Tips and Tricks
  37. 37. Selection + exclusion Bidding on the relevant conversion Relevant creative
  38. 38. Key Takeaways
  39. 39. Do not test new products – promote your topsellers –
  40. 40. Filter your products to avoid advertising irrelevant products
  41. 41. Separate product sets by target groups
  42. 42. Dynamic Prospecting works best in niche markets Parents Business traveler
  43. 43. Dynamic Prospecting does not work with a wide array of products
  44. 44. Pick your products and keep your target audience consistent
  45. 45. Flywheel Hubspot https://blog.hubspot.com/marketing/our-flywheel
  46. 46. Top 5 Nerd Hacks for Dynamic Prospecting
  47. 47. #1 Create dynamic category ads to promote relevant categories to the right people Images Facebook https://www.facebook.com/business/help/290405121752426
  48. 48. #1 Create dynamic category ads to promote relevant categories to the right people Images Facebook https://www.facebook.com/business/help/290405121752426
  49. 49. #2 Deep Links in mobile ads
  50. 50. #2 Deep Links in mobile ads customized
  51. 51. #2 Deep Links in mobile app ads
  52. 52. Create category ads in campaigns with catalogue sales objective
  53. 53. Tracking
  54. 54. #3 Google Analytics Custom Label with sales data as filter
  55. 55. #4 Budget allocation with Custom Labels 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% Produkt A Produkt B Produkt C Produkt D Marge
  56. 56. #5 Traffic sculptoring with overlap exclusion
  57. 57. Lookalike stacking + interest overlays
  58. 58. www.thehomelike.com Dennis Fäckeler dennis.faeckeler@thehomelike.com

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