How to Win at Shoppable Media by Unlocking the Power of Your Product Feed
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NMPignite: The Future of Performance- Paid Social
- 1. AUGUST 2020 ©2020 NMPi. ALL RIGHTS RESERVED. NMPignite: The Future of Performance - Paid Social Jack Carr
- 2. 1 Why is Social important? AGENDA ©2020 NMPi. ALL RIGHTS RESERVED. 2 Social as a performance channel 3 Raise your social strategy 4 The NMPi approach
- 3. Permanent new habits formed during lockdown 10.5% annual growth WHY IS SOCIAL IMPORTANT? Your customers are there, both new & existing 3.96 BILLION active monthly users Source: DATAREPORTAL - July Global Statshot ©2020 NMPi. ALL RIGHTS RESERVED.
- 4. WHY IS SOCIAL IMPORTANT? Your competitors are there, those you’re aware of, and those you’re not https://www.facebook.com/ads/library See for yourself... ©2020 NMPi. ALL RIGHTS RESERVED.
- 5. WHY IS SOCIAL IMPORTANT? You can slice & splice these billions of users using vast quantities of audience insights ©2020 NMPi. ALL RIGHTS RESERVED. Interest & behavioural Demographics Wider web activity First party data
- 6. WHY IS SOCIAL IMPORTANT? However these audiences do need to be taken with a pinch of salt ©2020 NMPi. ALL RIGHTS RESERVED.
- 7. WHY IS SOCIAL IMPORTANT? You can slice & splice these billions of users using vast quantities of audience insights Interest & behavioural Demographics Wider web activity First party data ©2020 NMPi. ALL RIGHTS RESERVED.
- 8. WHY IS SOCIAL IMPORTANT? You can slice & splice these billions of users using vast quantities of audience insights University graduate Early technology adopter Recently moved to London Never visited your site ©2020 NMPi. ALL RIGHTS RESERVED.
- 9. WHY IS SOCIAL IMPORTANT? You can slice & splice these billions of users using vast quantities of audience insights Parent of young children Works in finance Engaged shopper Loyal customer ©2020 NMPi. ALL RIGHTS RESERVED.
- 10. WHY IS SOCIAL IMPORTANT? You can slice & splice these billions of users using vast quantities of audience insights Lapsed customer Intend to travel Newly arrived in London Clicked on previous sale ads ©2020 NMPi. ALL RIGHTS RESERVED.
- 11. WHY IS SOCIAL IMPORTANT? You can slice & splice these billions of users using vast quantities of audience insights Travelling abroad Using Android Just got engaged Likes your Instagram ©2020 NMPi. ALL RIGHTS RESERVED.
- 12. WHY IS SOCIAL IMPORTANT? A wide array of tailored yet templated, inspiring creative formats can be used to reach these audiences ©2020 NMPi. ALL RIGHTS RESERVED.
- 13. Low risk, high reward SOCIAL AS A PERFORMANCE CHANNEL There is often a misconception of Social as a branding led channel Measurable and fast testing results Measurable return on investment Dynamic campaigns at scale ©2020 NMPi. ALL RIGHTS RESERVED.
- 14. SOCIAL AS A PERFORMANCE CHANNEL That’s not to say Social doesn’t have a few flaws Measurement Concerns Complex Technical Set-Up Demanding Creative Work Time Investment in Campaigns Platform Distrust ©2020 NMPi. ALL RIGHTS RESERVED.
- 15. Use granularity wisely Over eager segmentation of your campaigns leads to escalating costs & frequency, however, be wary of Facebook’s advice to broaden too much Rethink your attribution Ensure campaigns are granularly tagged up, and then vary your attribution methods across campaign types Review your technical set-up The number one reason for underperformance we see in audited accounts is pixel/catalogue failures Mobile first strategy 95%+ social media impressions are via mobile, ensure this is front & centre with your creative & site development strategy RAISE YOUR SOCIAL STRATEGY ©2020 NMPi. ALL RIGHTS RESERVED.
- 16. Use granularity wisely Over eager segmentation of your campaigns leads to escalating costs & frequency, however, be wary of Facebook’s advice to broaden too much Rethink your attribution Ensure campaigns are granularly tagged up, and then vary your attribution methods across campaign types Review your technical set-up The number one reason for underperformance we see in audited accounts is pixel/catalogue failures Mobile first strategy 95%+ social media impressions are via mobile, ensure this is front & centre with your creative & site development strategy RAISE YOUR SOCIAL STRATEGY ©2020 NMPi. ALL RIGHTS RESERVED.
- 17. Use granularity wisely Over eager segmentation of your campaigns leads to escalating costs & frequency, however, be wary of Facebook’s advice to broaden too much Rethink your attribution Ensure campaigns are granularly tagged up, and then vary your attribution methods across campaign types Review your technical set-up The number one reason for underperformance we see in audited accounts is pixel/catalogue failures Mobile first strategy 95%+ social media impressions are via mobile, ensure this is front & centre with your creative & site development strategy RAISE YOUR SOCIAL STRATEGY ©2020 NMPi. ALL RIGHTS RESERVED.
- 18. Use granularity wisely Over eager segmentation of your campaigns leads to escalating costs & frequency, however, be wary of Facebook’s advice to broaden too much Rethink your attribution Ensure campaigns are granularly tagged up, and then vary your attribution methods across campaign types Review your technical set-up The number one reason for underperformance we see in audited accounts is pixel/catalogue failures Mobile first strategy 95%+ social media impressions are via mobile, ensure this is front & centre with your creative & site development strategy RAISE YOUR SOCIAL STRATEGY ©2020 NMPi. ALL RIGHTS RESERVED.
- 19. Facebook attribution requires a nuanced approach THE NMPi APPROACH - ATTRIBUTING INTELLIGENTLY ©2020 NMPi. ALL RIGHTS RESERVED. Facebook attributed sales 3rd Party Post-Click Attribution Post-Click Sales Post-View Sales Build a tailored attribution model Prospecting vs Retargeting? Lapsed customers vs Loyal customers? Sale vs Full Price campaigns? Estimated Post-View Attribution ● Analysis of wider marketing mix ● Site performance indicators inc. time to purchase, AOV, CR ● Vertical specific analysis ● View attribution analysis from other channels
- 20. We look to take Facebook’s powerful dynamic campaigns to the next level THE NMPi APPROACH - FEED BASED SUCCESS Automated, high value product selection Leverage additional first & third party audience data Segment campaigns intelligently Maximise Dynamic ad elements Product Audience Category Performance History Additional First Party Data External Data Dynamic Facebook Audiences Lookalike, Behavioural & Interest Audiences Demographic Data Product Performance History
- 21. Thank You for your Time! Jack Carr jcarr@nmpidigital.com Any Questions? ©2020 NMPi. ALL RIGHTS RESERVED.
