"A holistic view into performance marketing" by Selcuk Atli at Master in Growth Conference

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A holistic view into performance marketing. In this presentation, Selcuk Atli who is founder and CEO at Boostable explains how marketers should view different advertising channels in their toolbox and allocate their spend with their goals in mind. Presentation at the Master in Growth Conference in Istanbul December 2014.

Advertising made easy for marketplace sellers
A Holistic View Into
Performance Marketing
Selcuk Atli
CEO, Boostable

Introductions
Copyright © 2014 Boostable Inc, All Rights Reserved.
Founded YC Backed Boostable
Founded SocialWire
Facebook Innovation Awards 2012
Fulbright scholar
Singer song writer

Agenda
Copyright © 2014 Boostable Inc, All Rights Reserved.
Managing your marketing mix:
Spending with your goals in mind
1
The marketer toolbox:
Google, Facebook, Twitter,
Display Ads and Affiliate Networks
2
Understanding Mobile:
App installs and re-engagement
3
Emerging Native Ad Platforms:
Amazon, Pinterest, Instagram, Buzzfeed
4

Copyright © 2014 Boostable Inc, All Rights Reserved.
What is performance
advertising?

Align your Budget with Your Goals
Copyright © 2014 Boostable Inc, All Rights Reserved.
Awareness
Generate demand for
your product.
Use social, videos, PR, TV
and others.
Acquisition
Identify your audience and
acquire new customers.
Use social, SEM, app install ads
and others.
Re-marketing
Run paid ads to convert existing
leads and bring back customers.
Use retargeting,
email marketing and others.

Spread your budget
Copyright © 2014 Boostable Inc, All Rights Reserved.
Do not over spend on the last click.

The Marketer Toolbox
Copyright © 2014 Boostable Inc, All Rights Reserved.

Copyright © 2014 Boostable Inc, All Rights Reserved.

Facebook
Copyright © 2014 Boostable Inc, All Rights Reserved.
Don’t buy likes.
It's not worth much
Great for products
with broad appeal and local
Great for generating demand
and re-marketing
Great for mobile apps

Facebook: Custom Audiences
Copyright © 2014 Boostable Inc, All Rights Reserved.
Targeting based on your existing
customer base
Re-market to your existing
customers with targeted ads
Target lookalikes based on
your existing customers
Requires a customer base,
but works great

Facebook: Retargeting
Copyright © 2014 Boostable Inc, All Rights Reserved.
Target your recent visitors
who have intent to buy
Target people who
abandoned their shopping cart
Converts great,
but audience is limited
Use together with other channels
to generate demand

Twitter
Copyright © 2014 Boostable Inc, All Rights Reserved.
Better ﬁt real-time, recent events
Ampliﬁes other media such as TV
Supports App Install Ads
Retargeting via Tailored Audiences

Google
Copyright © 2014 Boostable Inc, All Rights Reserved.
Great for capturing intent to buy
- conquesting works well
Unique products may not generate
a lot of impressions
Can be expensive - very competitive
Optimize for mobile landing pages,
can drive mobile app installs

Google Shopping Ads
Copyright © 2014 Boostable Inc, All Rights Reserved.
Rich product search ads
No need for keyword targeting
Optimize your product feed
Tough to generate impressions
for unique products

Copyright © 2014 Boostable Inc, All Rights Reserved.
Display & Affiliate

Display Ads
Copyright © 2014 Boostable Inc, All Rights Reserved.
Retargeted display ads work
Programmatic ad exchanges
Creative really matters
Banner blindness

Shift to Mobile
Copyright © 2014 Boostable Inc, All Rights Reserved.
Cookies don’t work any more.
FACEBOOK APPLE iAD TWITTER
Meet the new cookies:

Mobile Marketing Cycle
Copyright © 2014 Boostable Inc, All Rights Reserved.
Acquire
Engage
Monetize

Facebook App Install Ads
Can target via keywords or
custom audiences (customer lists)
Great way to build up an
app install base
Facebook, Twitter, iAd (Apple)
Copyright © 2014 Boostable Inc, All Rights Reserved.

Re-Engagement Ads
Copyright © 2014 Boostable Inc, All Rights Reserved.
Deep links into the app
that was installed
Bring back users
who are dropping off
Sell more products
or paid content

The Buy Button
Copyright © 2014 Boostable Inc, All Rights Reserved.
Installing an app just
to buy something?
Why not buy on
Facebook or Twitter
Coming soon…

Emerging Advertising Channels
Copyright © 2014 Boostable Inc, All Rights Reserved.

Copyright © 2014 Boostable Inc, All Rights Reserved.
Native Advertising

Pinterest
Copyright © 2014 Boostable Inc, All Rights Reserved.

Amazon
Copyright © 2014 Boostable Inc, All Rights Reserved.

Instagram
Copyright © 2014 Boostable Inc, All Rights Reserved.

Buzzfeed
Copyright © 2014 Boostable Inc, All Rights Reserved.

In Closing
Copyright © 2014 Boostable Inc, All Rights Reserved.
SPEND ACROSS MULTIPLE DEVICES
SPEND ACROSS THE PURCHASE FUNNEL
MEASURE, MEASURE, MEASURE

Questions?
Selcuk Atli
CEO, Boostable
@selcukatliwww.boostable.com selcuk@boostable.com
Copyright © 2014 Boostable Inc, All Rights Reserved.

Copyright © 2014 Boostable Inc, All Rights Reserved.
Appendix

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Life is made up of moments. In today’s connected world, moments happen in many different places and spaces. They shape customer impressions and notions of what a brand represents. But if you think marketing is just about creating moments, you're wrong. Successful brands that manage multi-channel experiences need to meet customers in the moment and create avenues out of the moment for them to share their experience. This presentation explores how to create context, conversations, community and captivating experiences that drive customer preference and behavior. Be sure to click on the Speaker Notes tab for more details on slide content.

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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

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1. Advertising made easy for marketplace sellers A Holistic View Into Performance Marketing Selcuk Atli CEO, Boostable

3. Agenda Copyright © 2014 Boostable Inc, All Rights Reserved. Managing your marketing mix: Spending with your goals in mind 1 The marketer toolbox: Google, Facebook, Twitter, Display Ads and Affiliate Networks 2 Understanding Mobile: App installs and re-engagement 3 Emerging Native Ad Platforms: Amazon, Pinterest, Instagram, Buzzfeed 4

5. Align your Budget with Your Goals Copyright © 2014 Boostable Inc, All Rights Reserved. Awareness Generate demand for your product. Use social, videos, PR, TV and others. Acquisition Identify your audience and acquire new customers. Use social, SEM, app install ads and others. Re-marketing Run paid ads to convert existing leads and bring back customers. Use retargeting, email marketing and others.

9. Facebook Copyright © 2014 Boostable Inc, All Rights Reserved. Don’t buy likes. It's not worth much Great for products with broad appeal and local Great for generating demand and re-marketing Great for mobile apps

10. Facebook: Custom Audiences Copyright © 2014 Boostable Inc, All Rights Reserved. Targeting based on your existing customer base Re-market to your existing customers with targeted ads Target lookalikes based on your existing customers Requires a customer base, but works great

11. Facebook: Retargeting Copyright © 2014 Boostable Inc, All Rights Reserved. Target your recent visitors who have intent to buy Target people who abandoned their shopping cart Converts great, but audience is limited Use together with other channels to generate demand

15. Google Copyright © 2014 Boostable Inc, All Rights Reserved. Great for capturing intent to buy - conquesting works well Unique products may not generate a lot of impressions Can be expensive - very competitive Optimize for mobile landing pages, can drive mobile app installs

16. Google Shopping Ads Copyright © 2014 Boostable Inc, All Rights Reserved. Rich product search ads No need for keyword targeting Optimize your product feed Tough to generate impressions for unique products

19. Aﬃliate Networks Copyright © 2014 Boostable Inc, All Rights Reserved. Performance works well Choose partners carefully Good for blogs and deal sites Brand alignment is important Affiliate Marketers Merchants Commissions Affiliate Networks Targeted Traffic

22. Facebook App Install Ads Can target via keywords or custom audiences (customer lists) Great way to build up an app install base Facebook, Twitter, iAd (Apple) Copyright © 2014 Boostable Inc, All Rights Reserved.

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