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Facebook Advertising Tool - Upcast Presentation - I Spy Marketing

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I Spy Labs - the technology division of I Spy Marketing have created a Facebook Ad management platform to take clients advertising campaigns to the next level.

Find out how Jobsite and RSPCA increased site traffic and visitor actions by utilising Facebook advertising.

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Facebook Advertising Tool - Upcast Presentation - I Spy Marketing

  1. 1. Powered by:<br />
  2. 2. Growth in UK Paid Search Slowing<br />Source: IAB online adspend study<br />
  3. 3. Why Is Search Growth Slowing?<br /><ul><li>Mature market
  4. 4. Google dominance
  5. 5. 100,000 advertisers
  6. 6. 10 years of optimisation
  7. 7. Little growth in usage</li></li></ul><li>Word of Mouth Slide<br />
  8. 8. Social Integration With Search<br />
  9. 9. Social Integration With Search<br />
  10. 10. What next for advertisers?<br />
  11. 11. 550 million users worldwide<br />
  12. 12. Advanced targeting options<br />
  13. 13.
  14. 14. I Spy: Integrated Service Offering<br />Search<br />Social Media<br />Analytics and Conversion<br />Media and Mobile<br />
  15. 15. To build long term partnerships and deliver industry leading results for our clients<br />
  16. 16. Facebook Advertising Challenges!<br />Creating larger campaigns<br />Measuring conversions against spend<br />Multivariate ad testing<br />Bulk editing ads<br />Automated optimisation<br />
  17. 17. Social Ad Management Tool<br />Launched Oct 2010<br />Run and manage larger campaigns<br />Better campaign visibility<br />Increased control and return on investment<br />
  18. 18. Feature: Bulk ad creation<br />
  19. 19. Feature: Integrated Tracking<br />
  20. 20. Feature: Multivariate Testing<br />Highest CTR<br />
  21. 21. Feature: Strategies<br />Strategies can be set to take action on ads according to CPC, CPM, CTR or CPA targets <br />
  22. 22. Example Clients Using Upcast<br />Increase Facebook Fans<br />Drive ecommerce revenue<br />Raise awareness<br />
  23. 23. RSPCA Biggest Animal Rescue<br />RSPCA Website<br />
  24. 24. Facebook Drives Sales Through Search<br />RSPCA Website<br />Immediate:<br />8% of Donations<br />Post click:<br />64% of Donations <br />
  25. 25. Jobsite Campaign<br />
  26. 26. Jobsite Campaign<br />
  27. 27. Multivariate Testing<br />59% difference in CTR between best and worst performing images<br />
  28. 28. Time Of Day An Important Factor<br />Facebook Traffic -Peak at 8/9pm<br />Overall Site Traffic -Peak at Midday<br />
  29. 29. Jobsite Results<br />January 11th to 30th 2011:<br />100 million impressions<br />Over 25,000 clicks<br />New user registration rate higher than site average<br />80% new visits vs 50% for paid search<br />
  30. 30. Formula For Success<br />Avoid logos<br />Think laterally with likes and interests targeting<br />Narrow the targeting – hyper target based on location, age etc<br />Day/Week part ads<br />Refresh ads every 10-12 days<br />
  31. 31. 10 x increase in number of ads<br />65% increase in CTR<br />20% decrease in CPC<br />Increased optimisation control<br />Significant time saving<br />Integration with other channels<br />Upcast Benefits<br />
  32. 32. Future<br />
  33. 33. Managed Service<br />No plans to license Upcast yet<br />I Spy provide a managed service to clients using Upcast<br />Integrated with other digital channels<br />
  34. 34. Our Learnings<br />Integrate search and social as much as possible<br />Correlate the messaging between channels<br />Track effect of social campaigns on search conversions<br />Know your search and social analytics<br />Experiment with the increasing number of ad products available<br />

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