How to Manage and Optimise Facebook Campaigns<br />
Social Advertising: Data to Optimisation<br />Why social is so different<br />What drives social<br />How you exploit thes...
The web is becoming deeply social, from its foundations upwards<br />For the first time online, people are being understoo...
New technologies, APIs and platforms are enabling us to understand these people, their relationships and their interests i...
More important than this however, is scalable access to the underlying data<br />There has never before been a series of p...
The heart of the issue.<br />What does this mean…<br />
How does this differ from search?<br />Awareness<br />Search Engine; intent driven<br />Interest<br />Facebook; passive ad...
Search is ‘keyword’ based and hence as competing suppliers fight for singular keywords your cost per acquisition rapidly b...
Social works in a complete different way. Suppliers compete for ‘people’ on a numerous different parameters: age, gender, ...
The more you segment your user base, the less people you compete with the lower your acquisition price goes!<br />Traditio...
…and here’s the proof.<br />Creative<br />Interest Group<br />0.20%<br />0.22%<br />All<br />Liverpool FC<br />Man Utd FC<...
Micro-Targeting: Better Response, Lower Price<br /><ul><li> Leveraging a user’s profile data in real-time enables you to t...
 This enables a level of relevance that has a direct impact on response rates and conversion rates
 But that’s only half the story…</li></ul>User Information<br /><ul><li> Male
 26
 London
 Ocean’s 11 fan</li></li></ul><li>Micro-Messaging: Greater Relevance, Better Conversion<br /><ul><li> Messaging a user in ...
 Doing this at scale enables you to to make your ad relevant to whoever you target
 Dynamic targeting and messaging enables you to change your ad copy based on whatever you can target by: age, gender, loca...
 Imagine the ability to know your visitors age, gender and interests as soon as they arrive…</li></ul>WWW<br />More Target...
Creative Fatigue and Quality Score<br /><ul><li> FB Ads quality scored at account, campaign and ad level
 Over time your CTR decreases and your CPC’s increase, as quickly as 2 – 3 days
 The key is to clone and tweak your campaigns, giving you rapid cost benefits</li></ul>Clone Ads and Repost<br />
Analytics Integration<br /><ul><li> As described, search and social operate very differently, with very different drivers
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Ankur Shah - Alchemy presentation social media advertising

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How to Manage & Optimise Facebook PPC Campaigns.

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Ankur Shah - Alchemy presentation social media advertising

  1. 1. How to Manage and Optimise Facebook Campaigns<br />
  2. 2. Social Advertising: Data to Optimisation<br />Why social is so different<br />What drives social<br />How you exploit these drivers<br />Tips and tricks<br />Sustaining RoI<br />
  3. 3. The web is becoming deeply social, from its foundations upwards<br />For the first time online, people are being understood as individuals; not as IP addresses or search requests.<br />Sarah<br />35 years old<br />A hippy and a yoga fanatic<br />Mike<br />24 years old<br />Loves rock music, pizza and traveling<br />Alex<br />29 years old<br />Extreme sports fanatic<br />
  4. 4. New technologies, APIs and platforms are enabling us to understand these people, their relationships and their interests in real-time.<br />
  5. 5. More important than this however, is scalable access to the underlying data<br />There has never before been a series of platforms that give such deep access to user behavioral and demographic data in a manner that is so scalable.<br />
  6. 6. The heart of the issue.<br />What does this mean…<br />
  7. 7. How does this differ from search?<br />Awareness<br />Search Engine; intent driven<br />Interest<br />Facebook; passive advertising, warming leads<br />Desire<br />Billboards; generic, irrelevant<br />Action<br />And what is the impact on price?<br />
  8. 8. Search is ‘keyword’ based and hence as competing suppliers fight for singular keywords your cost per acquisition rapidly becomes impossible to control.<br />Search has high ceilings. This limits your business. Social doesn’t.<br />
  9. 9. Social works in a complete different way. Suppliers compete for ‘people’ on a numerous different parameters: age, gender, interest, connections etc.<br />The fundamentals of social drive the price down….<br />
  10. 10. The more you segment your user base, the less people you compete with the lower your acquisition price goes!<br />Traditional Approach<br />Proper Approach <br />to Social Advertising <br />
  11. 11. …and here’s the proof.<br />Creative<br />Interest Group<br />0.20%<br />0.22%<br />All<br />Liverpool FC<br />Man Utd FC<br />Chelsea FC<br />Football<br />0.03%<br />0.05%<br />0.03%<br />0.06%<br />0.04%<br />0.21%<br />0.03%<br />0.05%<br />Micro-targeting (2x)<br />Micro-messaging (5x – 10x)<br />
  12. 12. Micro-Targeting: Better Response, Lower Price<br /><ul><li> Leveraging a user’s profile data in real-time enables you to target a user better, driving the price down
  13. 13. This enables a level of relevance that has a direct impact on response rates and conversion rates
  14. 14. But that’s only half the story…</li></ul>User Information<br /><ul><li> Male
  15. 15. 26
  16. 16. London
  17. 17. Ocean’s 11 fan</li></li></ul><li>Micro-Messaging: Greater Relevance, Better Conversion<br /><ul><li> Messaging a user in the ad copy itself substantially increases the relevance of the ad
  18. 18. Doing this at scale enables you to to make your ad relevant to whoever you target
  19. 19. Dynamic targeting and messaging enables you to change your ad copy based on whatever you can target by: age, gender, location, university, workplace, interest etc.</li></li></ul><li>Dynamic Landing Pages<br /><ul><li> Passing social data into the landing page, enables you to drive even greater relevance
  20. 20. Imagine the ability to know your visitors age, gender and interests as soon as they arrive…</li></ul>WWW<br />More Targeting/Relevance Extract Interests Drive to Dynamic Landing Page<br />
  21. 21. Creative Fatigue and Quality Score<br /><ul><li> FB Ads quality scored at account, campaign and ad level
  22. 22. Over time your CTR decreases and your CPC’s increase, as quickly as 2 – 3 days
  23. 23. The key is to clone and tweak your campaigns, giving you rapid cost benefits</li></ul>Clone Ads and Repost<br />
  24. 24. Analytics Integration<br /><ul><li> As described, search and social operate very differently, with very different drivers
  25. 25. Its important to have different tools to create and drive your campaigns
  26. 26. But it is also imperative that you can report back into the place you create your ads
  27. 27. Driving CPA statistics back into the place you create ads will help you optimise, enabling you to understand your profit and loss by individual ad</li></li></ul><li>Auto-analytics Integration<br />
  28. 28. Different types of testing<br /><ul><li> In most online advertising you focus primarily on creative A/B testing and optimisation:</li></ul>Headline, image and copy testing <br />
  29. 29. Demographic optimisation<br /><ul><li> The unique thing about social is the benefits of optimising by demographic
  30. 30. Compare impressions, CTR, costs, and conversions by key demographics, and optimise to them</li></ul>18 – 24<br />Lives in London<br />30– 35<br />Lives in Manchester<br />Fan of rock music<br />Fan of Hip-hop<br />Male<br />Female<br />
  31. 31. Some Case Studies…<br /><ul><li> These case studies describe the benefits of micro-targeting and micro-messaging
  32. 32. Also how A/B testing and in Facebook can help drive your optimisation
  33. 33. However, because social contains so many different variables to search, you can now test and optimise by demographic as much as by keyword</li></li></ul><li>Travel Agency Client: Segmentation and Optimisation<br /><ul><li> Increased segmentation
  34. 34. Search style optimisation
  35. 35. Different to search as described, avoids search ceiling
  36. 36. More relevant users
  37. 37. CPC dropped by 40%
  38. 38. Sustainable: over double the level of impressions and clicks served in February</li></ul>Lower CPC. Sustainable performance uplift. Different to search.<br />
  39. 39. Dating Client: Lower CPAs, Beating Search’s Ceiling<br />Lower CPC. Lower CPA. Branding benefits.<br />
  40. 40. In Summary: How to Drive RoI in Social Advertising<br /><ul><li> Leverage the underlying social data
  41. 41. Micro-Target AND micro-message
  42. 42. Use dynamic landing pages that use visitor social data
  43. 43. Battle creative fatigue, by cloning campaigns
  44. 44. Ensure you can report CPA in real-time
  45. 45. Ensure full 3rd party analytics integration into your campaign
  46. 46. Report, measure and tweak
  47. 47. Optimise by ad, but also by demographic!</li></li></ul><li>Thank you! And if you want to learn more get in touch!<br />You can contactusat:<br />info@alchemysocial.com<br />Or visit us at:<br />www.alchemysocial.com<br />

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