Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Incubeta's Full-Funnel Approach to Paid Social Advertising

22 views

Published on

The paid social landscape can be difficult to navigate - the variety of platforms, formats, and KPIs can be overwhelming, especially if you’re trying to implement a comprehensive strategy that covers the entire marketing funnel. Our Head of Delivery, Craig Brown, shared his insights at a recent Masterclassing event, helping us to better understand a full-funnel approach.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Incubeta's Full-Funnel Approach to Paid Social Advertising

  1. 1. NOVEMBER 2019 ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED. A Full-Funnel Approach to Paid Social Paid Social & Influencer Marketing Masterclass
  2. 2. AGENDA ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED. 1 2 A Little Bit About Us The Full-Funnel Strategy
  3. 3. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED. About Us.
  4. 4. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED. MEDIA CREATIVE 3 Specialisms, 1 Partner, With Zero Compromise. Connected through Data & Measurement TECH INTRODUCTION
  5. 5. WHO WE WORK WITH ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  6. 6. DELIVER A FULL-FUNNEL SOCIAL STRATEGY Awareness. Engagement. Conversion. ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Stage Creative Placement KPIs Our Recommended Approach. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  7. 7. AWARENESS PLACEMENTS Using Stories to Drive Brand Awareness. Benefits ● The lowest cost per view and highest view through rates of any channel ● Significantly lower CPMs ● Users are engaged in watching short videos Getting Started ● Video can be daunting but it doesn’t have to be - use Facebook’s image-to-video tool ● Keep your videos to 6-10 seconds ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  8. 8. TARGETING TIPS TO BUILD AWARENESS Understand Your Social Audience To Build Targeting. Facebook Audience Insights ● Use the Audience Insights tool to benchmark your audience against wider Facebook community ● Helps create a target audience you want to build your awareness and affinity with ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  9. 9. VIDEO BEST PRACTICE Win The First 5 Seconds With Video. Start High Problem statement or need Climax/Big Reveal Introduce product as solution Maintain Connection Explain benefits + features Offer Resolution Offer/Deal/Promo + Call-to-action More product demonstration Source: YouTube©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  10. 10. INNOVATIVE BRAND AWARENESS CREATIVE Using remarketing we can later engage with them and provide follow up content. Furthermore, these ads can be a great way to gain insight on consumer preferences. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED. Instagram Story Polls Turn A Passive Scroller Into An Engaged User.
  11. 11. MEASURE YOUR BRAND AWARENESS Measure Campaigns' Ability To Drive Brand Awareness. Brand lift is a measurement of the direct impact your ads are having on perceptions and behaviors throughout the consumer journey. What is reported How it’s measured Questions which this will help answer Ad Recall Brand awareness Brand interest Surveys Surveys Search What frequency maximizes ad recall? What gender is driving lift in awareness? Is the ad inspiring consumers to search? ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  12. 12. DELIVER A FULL-FUNNEL SOCIAL STRATEGY Awareness. Engagement. Conversion. ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Stage Creative Placement KPIs Our Recommended Approach. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  13. 13. ENGAGEMENT PLACEMENTS Don’t Be Afraid Of The Audience Network. ● Presents a good opportunity to drive traffic to site ● Significantly lower CPCs than feed ads ● Feeds have the greatest reach, but also carry some of the highest CPCs ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  14. 14. OVERLAY DATA TO QUALIFY AUDIENCE Leveraging 3rd Party Data Throughout Campaigns. Affinity & In-Market Affinity audiences based on searches and content being viewed, while in-market takes it a step further and overlays buying habits Look-a-Like Targeting Modeling user-profiles from our 1st-party data - and overlaying this on other strategies for maximum impact Household Income Overlay household income will help us qualify audiences who are more likely to purchase ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  15. 15. COLLECTION ADS Features a primary video or image with four smaller accompanying images below in a grid-like layout. Users that tap the ad are taken to an “Instant Experience” to browse or learn more without ever having left Facebook or Instagram. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED. Seamlessly Navigate From Discovery To Purchase.
  16. 16. CAPTURE CUSTOMER DATA POST-PURCHASE Use Lead Forms To Collect Data. Facebook form ads can reduce cost per sign up by 50%: ○ Removing the need to leave the Facebook platform ○ Auto-populating forms with customer’s information ○ Allowing strong 1st-party audience targeting cross device ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  17. 17. FACEBOOK MESSENGER 1.3 Billion monthly users 20 Billion monthly messages between consumers and businesses 78% of smartphone owners use Messenger Begin A Conversation With Messenger. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  18. 18. DELIVER A FULL-FUNNEL MEDIA STRATEGY Awareness. Engagement. Conversion. ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Stage Creative Placement KPIs Our Recommended Approach. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  19. 19. PURCHASE PLACEMENTS Be Where The Buyers Are. ● Facebook Marketplace offers an opportunity to reach those in-market to purchase ● 800 million worldwide users, offering extensive reach ● Great chance to maximize on consumer mindset and convert those who have engaged with you ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  20. 20. Smart Retargeting To Convert Your Visitors. 20 DRIVING PERFORMANCE ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  21. 21. Run Offer & Seasonal Promo Ads To Visitors. FACEBOOK PROMO ADS Get Festive for the Holidays!Promote Offerings & Deals ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
  22. 22. Los Angeles 4551 Glencoe Ave, Ste 330 Marina del Rey, CA 90292 Cheers! New York 25 Broadway, 5th Floor New York, NY 10004 Alex Moody Head of Sales 929-216-0131 alex@nmpidigital.com Craig Brown Head of Delivery 646-568-9777 craig@nmpidigital.com Andrew Henry VP, Client Services 646-568-9777 andrew@joystickinteractive.com

×