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《2018台灣成長駭客年會》Smartly Alton：一年10億美金的跨境Facebook廣告投放心得
The document discusses strategies for scaling businesses through Facebook advertising, particularly in Southeast Asia, highlighting Smartly.io's role in automating and optimizing ad campaigns. It emphasizes the importance of a full funnel campaign structure for audience segmentation and effective testing methods, such as split and lift tests. Additionally, it outlines actionable insights for creatives while providing support services to enhance performance and customer acquisition.
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《2018台灣成長駭客年會》Smartly Alton：一年10億美金的跨境Facebook廣告投放心得
- 1. How international advertisers scaletheir business with Facebook advertising Alton Chong, Senior Customer Success Manager
- 2. Alton Chong Senior CustomerSuccess Manager ● Helping advanced Facebook advertisers in Southeast Asia scale, automate and optimize their paid social activities: Grew this for SEA customers at a scale of 62% YoY ● Help brands evolve their online marketing strategies + overcome digital advertising challenges: Lazada, Shopee, Sephora ● Fun fact: 1st Asian employee in Smartly.io APAC (alongside two others) Quick introduction
- 3. About us Smartly.io makesonline advertising easy, effective, and enjoyable. We combine creative automation, ad operations, and outstanding customer service to help over 650+ brands scale their results – not headcount. Managing over $1BN in annual ad spend on Facebook and Instagram alone, we are a fast-growing community of 250+ Smartlies with 18 offices around the world. Extension of your team Efficiency through automation Measurable results at scale Creative solutions and services Innovate faster
- 4. 1 2 3 4 Successful paid socialcampaigns in SEA Why Facebook Advertising? Top 3 tips to scale your business with Facebook advertising Optimizing & scaling with Smartly.io Agenda
- 5. ...people on Facebookare connected to a business in another country (Facebook Insights) Why Facebook advertising?1 ...monthly active Facebook users as of Q3 2018 (Statista 2018) 2.2 Billion 1.2 Billion
- 6. Cross Border InsightsFinder Identifying growth opportunities1 Campaign data across Facebook, Instagram and Audience Network
- 7. Conversion Index What isit? Conversion rate for eCommerce in each country, based on advertising objective selected. The higher, the better. Identifying growth opportunities
- 8. Cost Index What isit? How much it costs to advertise in the selected countries for the eCommerce vertical, based on the selected campaign objective. Identifying growth opportunities
- 9. Competition Index What isit? How frequently people see ads in the selected countries for the eCommerce vertical, based on the selected campaign objective. Identifying growth opportunities
- 10. Other insights toinspire your marketing1
- 11. Successful paid socialcampaigns in Southeast Asia
- 12. Scaled 1000s on-brandads with 15+ image templates for flash sales in 7 SEA markets Success story 12 YoY increase in paid social volume growth YoY decrease in Cost per 1000 impression +40% -20%
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- 14. Top 3 tipsfor penetrating new markets with Facebook advertising
- 15. Full funnel campaign structure Whydo advanced advertisers adopt a Full Funnel approach? What are some of the dynamics of a Full Funnel Campaign? Testing Do knowledge about the home audience market able to be applied elsewhere? Split-tests versus Lift tests → insights leading to personalization Hyperlocalization Translation versus Localization Diving in to what the experts do. Top 3 tips for Facebook Advertising3
- 16. Awareness Consideration Intent Purchase Loyalty CreativeCampaign Reach and Frequency Brand Awareness Video Views Lookalike Audiences ViewContent Retargeting DynamicVideo Branded Content Dynamics As for Broad Audiences Custom Audiences Purchase Event Optimized Segmented Product-Centric Relevancy Call to Action Dynamic Image and Carousel Templates Objective Advertisers adopt a Full Funnel Campaign Structure to segment audiences into their generic behaviour. Track customer journey down the funnel. Gives ability to craft customized message to each types of audience. Gain useful and segmented performance data. Full Funnel Campaign Structure
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- 19. Split audience into twogroups Show each group a different campaign Measure performance in each 138 conversions 172 conversions Split test
- 20. 670 conversions 475conversions Split audience in two Show ads only to one group Measure performance in each Lift Test
- 21. Split Test orLift Test 1. Ad Study when reach and reached audience is similar 1. Lift Test when studying incrementality overall 1. Lift Test when Cells have different reach or reach significantly different audience
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- 24. Scaling & optimizingwith Smartly.io
- 25. What are yourpainpoints? ● 7 languages ● 100 product images ● 3 ad formats Scaling your creatives4
- 26. Summer Campaign 1 concept 3languages 3 ad formats 2 platforms Hallo! Bonjour!! 1:1 9:16 +100s videos x x x 11 modular footagex 4:5 Hello!
- 28. Video Editor: Frompreset to brand video
- 29. Testing Suite with smartSplit test/Lift Test setup. Actionable Reporting helps with better decision making. 360° support from Smartly.io’s Team Building an Optimization Engine Creative Engine to enable test, learn & evolve Ad creatives at scale AI Powered Optimization Suite boosts performances on standard or custom goals.
- 30. Split Test LiftTest What to test? ● Creative design versions ● Bidding strategies ● Lookalikes vs. Broad audiences ● Ad Format: Video, Static or Collection... Which works better? A or B? Does my Ad provide incrementality? A B A Testing see how little changes can make a big difference
- 31. No blind spots Flipthe data as you like. Drill down to any level to analyze your results Customization Decide what data to see and how to see them Actionability Act immediately based on results. Accelerate your optimization cycle and evolve strategies faster to win competition Actionable Reporting & Better Decisions with Smartly.io Pivot Tables
- 32. Strategize more, Optimizeless with Smartly.io’s AI Powered Optimization suite Predictive Budget Allocation Smart budget adjustments. Improve results on given goals (CPA, ROAS, Cohort Revenue) Bid Optimization Smartly Creative Optimization Smart bid adjustments. Balance cost and conversions with respective goals Remove ad fatigue. Iterate and find best creatives Rule Based Optimization Automated condition checks and executions Ad Set Ad Budget Pool (Cross Campaigns) All Levels Ad Account Budget Pool
- 33. In closing Scale customeracquisition across the funnel with automated, localized, and visually compelling creatives. 24/5 Support Chat No tickets, no waiting. Just fast answers. Multi-product E-Commerce Subscription Services Marketplace E- Commerce Single Product E-Commerce Delivery Services
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Editor's Notes
- #4 Smartly.io is a badged FB, IG and PIN marketing partner. We make online advertising easy, effective and enjoyable. Managing over $1BN in annual ad spend on Facebook and Instagram alone, there’s 250+ of us in 18 offices globally. That’s why We try to be an extension of your team with our 24/5 support chat so there’s no tickets or waiting when you’ve questions You can get measurable results at scale with our AI-driven optimizations You can get efficiency through automation and wave goodbye to manual work Access a host of creative solutions and services, which I’ll elaborate more in the following slides Our customers get access to all things new before competitors; with our speed of innovation
- #6 #1 social networking site; 2.2BN monthly active users as of Oct 2018, with 1BN MAU for IG. AND, 1.2BN people on Facebook are connected to a business in another country. Advertisers on the FB family of apps use the platforms for campaigns across the entire funnel, and I’ll show you why.
- #7 Naturally as the world’s #1 social networking site, they have an unparallelled amount of information on their member base. Using Cross Border Insights Finder, advertisers wanting to get insights across countries and to identify growth opportunities for their business can do so. Using just ‘Search’ as a conversion objective here whilst comparing Taiwan against SEA for the eCom sector from Oct-Nov, Indonesia is likely a very good country for potential reach for most of you. This is no surprise as the nation is the world’s top 4 in terms of population.
- #8 BUT, interesting facts about this growth opportunity is that: If we’re looking at conversion rate, Indonesia has (perhaps) surprisingly, the highest average conversion rate.
- #9 How about costs then? Well, Indonesia actually has the lowest average cost and the greatest projected stability over time.
- #10 AND to top it off, it is one of the top 3 lowest countries with competing ads for the eCom vertical. But of course, this might change over the next few months + after this presentation :)
- #11 Other interesting reasons why you should already be on Facebook for your ad campaigns include these: getting your campaigns out during big sale periods (1.3X more online conversions during Singles Day 2017), or if you’re in the business of making people beautiful, then you should be on Instagram to expose your products to 63% of your prospects in Indonesia, and so forth.
- #12 Advertisers jumping onto the FB bandwagon are for different purposes; perhaps having used the FB tool, perhaps to ensure they spend ALL their marketing budget. Or, perhaps they’ve seen great success, to which I’ll share with you now - how other advertisers have successfully penetrated the SEA market.
- #13 Shopee Objective/goal: Strategy: Result: Scaled business by XX, XX more activity in different SEA markets
- #16 A localization strategy is a unique market approach a company takes to address purchasing habits, customer behaviors and overall cultural differences in each country it works in.
- #19 Small improvements matter because they cumulate. If you can find 10 things that each improve your results 7%, together these will double your results. Mathematics is on your side here!
- #20 How ad studies work (illustrated): 1. Split audience in two non-overlapping random parts 2. Show different campaign/adset to each audience 3. Measure which one does better, making sure you keep statistics in mind, which leads us to Why you should be using ad studies? avoid facebook optimization from creating differences easy to see results and evaluate statistical significance
- #21 How many conversions are caused by your ads? Just like ad study, except that control group sees no ads need to define beforehand what to measure How it works: treatment group sees ads control group does not see ads measure how much more conversions we get from the treatment group Most common issue: need to have lots of data Current limitations: no custom conversions no offsite conversions no mobile app conversions
- #22 Small improvements matter because they cumulate. If you can find 10 things that each improve your results 7%, together these will double your results. Mathematics is on your side here!
- #23 This is not localization. A localization strategy is a unique market approach a company takes to address purchasing habits, customer behaviors and overall cultural differences in each country it works in.
- #24 This is not localization. A localization strategy is a unique market approach a company takes to address purchasing habits, customer behaviors and overall cultural differences in each country it works in. Hyperlocalization does not happen overnight, hyperlocalization does not happen by reading it off the internet. It is through having good data (Full funnel strategy) and systematic approach to testing. (Talk about message body, creative image, price, phone model adoption, language length.)
- #29 Scaling your Creatives - image templates (+ our presets)
- #30 The other jigsaw to opening up your cross-border business would be to plan out the strategies for optimizing your campaigns on FB. You can do it via our bespoke AI which lets you access Creative engine: dynamic ads Actionable reporting AI powered optimization suite: PBA (budget pool, budgets, triggers) Testing suite: ad studies
- #31 On testing, there’s options for you to try out such as split tests + lift tests. Not sure what to test? Let’s chat after this.
- #34 Smartly caters to the entire ecom spectrum and we help scale your customer acquisition across the funnel with automated, localized and visually compelling creatives. Most importantly, we help you solve your problems with our 24/5 support chat with an average less than 5min response time. So you only get fast answers and get to implement your campaigns - fast.