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4 Key Lessons:
New Research On What Works
In The News Feed
@justinkistner #adtechSF
@justinkistner #adtechSF
Truth #1 – One size does not fit all
Social is no longer just fans, engagement, authenticity, and...
@justinkistner #adtechSF
Truth #2 – Social is Mobile
80%US Daily Facebook Users Mobile
US Daily Twitter Users Mobile
70%
1...
4 Key Lessons
@justinkistner #adtechSF
Pay to acquire fans
Pay to reach fans
Organic reach
16%to
less than
5%
Lesson #1 – It’s Pay to Pl...
@justinkistner #adtechSF
4 3 2 1 0
Status
Video
Offer
Photo
Link
Question
0 1 2 3 4 5Millions
Lesson #2 – Paid Boosts Orga...
@justinkistner #adtechSF
Lesson #3 – Off Facebook Value Is Hot
Facebook wants to drive off Facebook outcomes
• Lead Gen
• ...
@justinkistner #adtechSF
Status Update Posts
Comparing before and after 1/21 algorithm update
@justinkistner #adtechSF
Link Posts
Comparing before and after 1/21 algorithm update
@justinkistner #adtechSF
Past
Desktop-first
Right rail only
Centralized on fan page
Tab apps
Viral
Fans
PTAT
Present
Mobil...
@justinkistner #adtechSF
Mobile Opportunities
Attention is on Mobile Apps, but real biz needs Mobile Web
Mobile App
Ideal ...
Crushing Link Post Ads
@justinkistner #adtechSF
Not Optimized for Success
@justinkistner #adtechSF
Not Optimized for Success
@justinkistner #adtechSF
Social+Mobile Optimized
@justinkistner #adtechSF
Social+Mobile Optimized
Unique features that support social ad campaigns
+ Social + Mobile
Optimi...
@justinkistner #adtechSF
Social+Mobile Optimized Performance
Averages from ShopIgniter campaigns
• Link Open Rate: 0.3% (n...
503.232.2021
www.shopigniter.com | @shopigniter | facebook.com/shopigniter
Thanks. Questions?
Bonus Lessons
@justinkistner #adtechSF
Importance of WCAs (retargeting)
Averages from ShopIgniter campaigns
• CTR on RHS ads is 3-5X hig...
@justinkistner #adtechSF
Additional Tips
From targeting to conversion
• Use oCPM + FB conversion pixel
• View tags don’t w...
503.232.2021
www.shopigniter.com | @shopigniter | facebook.com/shopigniter
Thanks. Questions?
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4 key lessons for Facebook advertising

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A breakdown of data from a look at over 2.5 billions impressions from Facebook posts that span a 6 month timeframe.

Published in: Social Media
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4 key lessons for Facebook advertising

  1. 1. 4 Key Lessons: New Research On What Works In The News Feed @justinkistner #adtechSF
  2. 2. @justinkistner #adtechSF Truth #1 – One size does not fit all Social is no longer just fans, engagement, authenticity, and virality… http://www.mikechurch.com/wp-content/uploads/2012/12/one-size-does-not-fit-all.jpg?2578ec
  3. 3. @justinkistner #adtechSF Truth #2 – Social is Mobile 80%US Daily Facebook Users Mobile US Daily Twitter Users Mobile 70% 1BFacebook Mobile Users Mobile Only Facebook Users 294M
  4. 4. 4 Key Lessons
  5. 5. @justinkistner #adtechSF Pay to acquire fans Pay to reach fans Organic reach 16%to less than 5% Lesson #1 – It’s Pay to Play Organic reach is dropping
  6. 6. @justinkistner #adtechSF 4 3 2 1 0 Status Video Offer Photo Link Question 0 1 2 3 4 5Millions Lesson #2 – Paid Boosts Organic/Viral 5 Paid Posts Unpaid Posts Organic Viral .08 .06 .04 .02 0 0 .02 .04 .06 .08 .10%.10 CTR
  7. 7. @justinkistner #adtechSF Lesson #3 – Off Facebook Value Is Hot Facebook wants to drive off Facebook outcomes • Lead Gen • Ecommerce • In-Store Retail • TV/Video Branding
  8. 8. @justinkistner #adtechSF Status Update Posts Comparing before and after 1/21 algorithm update
  9. 9. @justinkistner #adtechSF Link Posts Comparing before and after 1/21 algorithm update
  10. 10. @justinkistner #adtechSF Past Desktop-first Right rail only Centralized on fan page Tab apps Viral Fans PTAT Present Mobile-first Social streams Complete Media Channel Social mobile landing pages Paid Posting for a Purpose Outcome oriented via. Newsfeeds Lesson #4 – Mobile Changed the Game
  11. 11. @justinkistner #adtechSF Mobile Opportunities Attention is on Mobile Apps, but real biz needs Mobile Web Mobile App Ideal for Pure Play Digital Zynga Fab.com Amazon vs.Mobile Web Ideal for Fortune 1000 Dell Ford University of Phoenix
  12. 12. Crushing Link Post Ads
  13. 13. @justinkistner #adtechSF Not Optimized for Success
  14. 14. @justinkistner #adtechSF Not Optimized for Success
  15. 15. @justinkistner #adtechSF Social+Mobile Optimized
  16. 16. @justinkistner #adtechSF Social+Mobile Optimized Unique features that support social ad campaigns + Social + Mobile Optimized Design The average social mobile campaign user takes 2-3 actions. Mobile for social needs to be even more simplified than mobile website or app. Social + Mobile optimized design increases conversion rates. Integrated Conversion Spec Enables real time, look-a-like modeling based on the profiles of people who click enter. Increases CTR and conversion rate, which lowers the cost- per-entry. + OG Meta Tags Facebook, Twitter, and other social sites pull the images and descriptions for their link posts from these tags. Having them in place means large images, socially optimized descriptions, and higher CTRs. Closed Loop Measurement From 1st party cookies to support iOS to integrated URL tags to work around the lack of view tag support in Facebook’s mobile app, there are a lot of details to close the loop on campaign analytics. + + >
  17. 17. @justinkistner #adtechSF Social+Mobile Optimized Performance Averages from ShopIgniter campaigns • Link Open Rate: 0.3% (not the same as CTR) • Consideration Rate: 193% • Conversion Rate: 4.4% • Mobile Share of Engagement: 51.4%
  18. 18. 503.232.2021 www.shopigniter.com | @shopigniter | facebook.com/shopigniter Thanks. Questions?
  19. 19. Bonus Lessons
  20. 20. @justinkistner #adtechSF Importance of WCAs (retargeting) Averages from ShopIgniter campaigns • CTR on RHS ads is 3-5X higher • CTR on News Feed ads is 2X higher • CVR is 1-2X higher
  21. 21. @justinkistner #adtechSF Additional Tips From targeting to conversion • Use oCPM + FB conversion pixel • View tags don’t work in mobile • Clicks are not the same as Website Clicks
  22. 22. 503.232.2021 www.shopigniter.com | @shopigniter | facebook.com/shopigniter Thanks. Questions?

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