1. Guy Levine
RETURN
CEO and Founder
@wearereturn / @guylevine
www.return.co

2. Waiting for a click to buy
is like waiting for your
pet cat to bark.

3. 3 Elements to Paid
Social Success
@wearereturn / @guylevine

4. 1. Understanding your
Customers
@wearereturn / @guylevine

5. 2. Effective Targeting
@wearereturn / @guylevine

6. 3. Knowing Which
Buttons to Press
@wearereturn / @guylevine

7. So How Do You
Understand Your
Customers?
@wearereturn / @guylevine

9. @wearereturn / @guylevine

12. Basic Intro
IBM conducted a set of studies to understand whether personality
characteristics inferred from social media data can predict people's
behaviour and preferences. IBM found that people with specific
personality characteristics responded and re-tweeted in higher
numbers in information-collection and -spreading tasks. For example,
people who score high on excitement-seeking are more likely to
respond, while those who score high on cautiousness are less likely to
do so (Mahmud et al., 2013). Similarly, people who score high on
modesty, openness, and friendliness are more likely to spread
information (Lee et al., 2014).

13. IBM Link
Buzzy Link
@wearereturn / @guylevine

14. @wearereturn / @guylevine

15. @wearereturn / @guylevine

16. Month 1 £5,794.90
Spend
£4.20
ROI
£24,360.83
Revenue

17. Spend Revenue
Month 2 £13,132.99 £35.32
ROI
£463.875.12

18. So How Do You
Effectively Target
Current & Future
Audiences?
@wearereturn / @guylevine

19. The best audience
is
and a
Alben Barkley
“
intelligent,
well-educated
little drunk
@wearereturn / @guylevine

20. NEW AUDIENCES
ENGAGEMENT
WEB VISITS
ADD TO CART
£££
Click Campaigns
Fan Campaigns
@wearereturn / @guylevine

21. NEW AUDIENCES
ENGAGEMENT
WEB VISITS
ADD TO CART
£££
Remarketing
Dynamic
Remarketing
@wearereturn / @guylevine

22. See it
Think about it
Want it
Buy it
Enticement
Build trust
Call to action
Offer
NEW AUDIENCES
ENGAGEMENT
WEB VISITS
ADD TO CART
£££

23. Video Ads
Drive Traffic Drive Conversions
Banners &
Carousels
Collection &
CarouselsReach &
Brand Awareness

24. Instagram Stories
Reach &
Awareness
Main Social
Channel

25. Reach &
Awareness
Facebook &
Instagram
Not Pushing Sales
Feed Videos

26. New Audience Carousel
Light tone of
voice
Product images
No heavy sales
hook

27. Heavy tone of
voice
Sales hook to
drive purchases
Remarketing

28. 3,921%
ROI
750%
ROI
1,000%
ROI

29. Use 1st Party Data (compliantly)
Get The Best Return Possible
Using client data is key, complex CRM lists, life-
time value information and audience information is
pivotal to building successful campaigns
Profile your data and group them –
customers, lapsed customers. Potential
to use mosaic as well to profile list.

30. Prospecting to Build Your Audience
Exclude web visitors/purchasers from the last 60 days
Exclude all existing Facebook likes
Use range of targeting parameters

32. Remarket to
Monetise Your
Audience

33. Should not be used as the
primary remarketing tool
Encompassing the ‘story’
approach to social and
utilising the marketing
funnel.
Dynamic Campaigns

34. Referral
source
UTM Code Time on Site
@wearereturn / @guylevine

36. Enter the Clone Zone

37. The Dirty Secrets
Facebook Really Doesn't
Want You To Know
(That We Found Out The Hard Way)

38. No, they really want your money
Attention = 250k+ per month
Account managers can rotate
monthly

39. Delivering the Best Return
Making sure we don’t waste budget and do not deliver the same
ads to the same users
Adjusting time of day bidding
Focus on using relevance scores to control CPCs

40. Reducing Click Costs for
Budget Efficiency
Cost Per Click Relevance Score
£0.34 6
£0.19 10

41. Attribution
Organisations record their transactions using
last click attribution model on Google Analytics
Most users have numerous touch points in
their journey that contributes to the overall
purchase
Investing in future technologies

42. Partner with brands for digital
transformations
Acquire new users
Retain your most valuable
customers
Increase basket values
What We Do
return.co @wearereturn / @guylevine