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Beyond sponsored posts - brand and performance advertising on Facebook
- 1. Beyond Sponsored Posts Brand & Performance Ads on Facebook
- 2. PPC Programmatic Social Video Conversion Analytics Consultancy What we’ll cover The problem with search The passive shopper Facebook: “The Discovery Engine” The 4 challenges of Facebook ads Summary & recommendations
- 3. Programmatic Paid Search Conversion Analytics Remarketing Training & Consultancy Paid Social Video Ads
- 5. PPC Programmatic Social Video Conversion Analytics Consultancy Dan is A Passive Shopper…
- 6. PPC Programmatic Social Video Conversion Analytics Consultancy An Ambitious Furniture Retailer…. PPC delivers 100k clicks per month at £1.50 CPC for generic search i.e. “velvet chesterfield sofa” Social can deliver 100k engaged visitors at £0.40 CPC who’ve loved the image and initial story and want to discover more Brand search improves and retargeting pools increase Growth Through Discovery
- 7. PPC Programmatic Social Video Conversion Analytics Consultancy Social & The Purchase Funnel Brand Search & Retargeting Social Generic In-Market Search Intent Action Discovery
- 8. “The businesses winning today don’t wait for purchase intent, they create it.”
- 11. The pace of content creation is surpassing our ability to consume Producing Data Source: Wikibon Data Footprint, January 2013 5B GB 5B GB TO 2003 FROM The beginning of time
- 12. That’s right. People thumb through one Big Ben every day!
- 13. “Only the relevant and remarkable stand out.”
- 14. PPC CRO Display Analytics Training Case Study: EXAMPLE
- 16. Under 20 20s 30s 40s 50s 60 and older 1x 1.1 x 1.4 x 1.6 x 2.0 x 2.4 x How Consumption Speed Differs By Age Source: Global Facebook internal analysis, data from Aug 9 - Sep 8 2015
- 18. HEINZ Heinz 100% natural ingredients. Mr. Clean Don’t miss the “extra dirty” #MrClean #SB51 ad everybody’s talking about. SponsoredSponsored 8 SEC MR. CLEAN 2 SEC Bose Sponsored BOSE 10 SEC
- 19. “Mobile has trained people to focus, choose what's relevant, consume what matters and move on.”
- 21. PPC CRO Display Analytics Training Text Photos VR / AR Videos
- 22. A Full Screen Experience
- 23. 4. The Tyranny of the Click
- 24. Clicks are not a proxy for offline sales Click-through Rate vs ROIROI% 1400% 900% 400% -100% 0.00% 0.10% 0.20% 0.30% Click-through Rate Correlatio n (R2) -.07% Nielsen NetEffect (FMCG) meta analysis: “There is no correlation between CTR and ROI”
- 25. PPC Programmatic Social Video Conversion Analytics Consultancy Measuring Ad Effectiveness Generated sale Achieved CPA goal Successful Campaign 1000 Views 20 Visitors 4 Add to Carts 1 Conversion
- 26. “Performance businesses should value the 999.”
- 27. PPC Programmatic Social Video Conversion Analytics Consultancy How Can You Optimise? Build new, short, mobile creative Re-organise to test and measure adverts on a weekly cycle, not every six months! Optimise your creative for each platform Measure results, not seconds!
- 28. PPC Programmatic Social Video Conversion Analytics Consultancy 1. How can we use data to be even more relevant and meaningful? 2. How can we become even more visual? 3. How can we deliver our messages faster than we ever thought possible? 4. How can we measure the real business impact?
- 29. PPC Programmatic Social Video Conversion Analytics Consultancy Thank you The businesses winning today don’t wait for purchase intent, they create it. Only the relevant and remarkable stand out When products find people businesses find growth
Editor's Notes
- Hello, I hope you’re all enjoying the conference so far My name is Rob, I work for Search Star, Dan can’t be here today so I’m here to discuss some top tips for implementing effective brand and performance ads on Facebook
- Before we start just one slide on who SearchStar are and what we do
- Link back to the problem with search The search shopper is actively looking for specific products and knows exactly how to find them.
- Not everyone knows exactly what they want! I recently purchased 2 new products, my lovely mahabi slippers and my Bellroy wallet. The thing is…I hadn’t considered buying them until they showed up in my newsfeed. Change these to more relevant products to me find an ad on social
- FB can deliver growth through discovery – incremental audience – a different audience, who don’t really know what they want
- What these brands did was get themselves in front of me, a passive shopper, someone who isn’t in market – they have made themselves a disrupter company appearing wherever they can to raise brand awareness and be the most talked about in their industry. Think about my slippers. I’m not passionate about slippers. I was a ‘passive’ shopper, but suddenly the product appeared in my Newsfeed. These are businesses birthed by search, but raised by discovery. When on their mobile phone, today’s consumers are increasingly expecting relevant content to find them. Mobile is push, not pull. The lesson here is - don’t wait for someone to actively express intent, you have to activate the passive shopper. The businesses who are winning today aren’t waiting for purchase intent, they create it. Brands like Mahabis, EVE, caspa, birchbox and so on are disruptor brands appearing wherever they can in newsfeeds. These audiences aren’t passionate about the products they are being shown – they are passive and putting themselves in front of everyone to become a talking point. There is no targeting option on Facebook for people who may or may not want to buy some £80 slippers.
- Facebook began as a pull world, if you wanted to see something you would have to search for that group or post. Now we are being served content we didn’t sign up for…we are discovering more brands than ever. As advertisers, we are faced with 4 main challenges…
- We need to be able to stand out amongst the endless content posted daily….lets take a look at what we are up against.
- Who here has watched TV today? Listened to the Radio? Been on Facebook? From the beginning of time to 2003, humanity has created roughly 5 billion gigabytes of information - books, movies, music, emails, powerpoint presentations, photos and so on. Now we create that same amount of content every ten minutes. We have access to a vast amount of content, but our ability to consume cannot keep up!
- Not only do we produce a huge amount of content, we also consume a huge amount of content. If you were to print out all content an average person consumes in their social feeds every day, and put all those pieces of content next to each other – it would be the height of Big Ben. In other words, we scroll through a lot every day in our social feeds like Facebook and Instagram. In a world where so much content is created and consumed every day, it is critical to be relevant, meaningful and timely in the way you communicate. Otherwise you won’t stand out.
- The average FB user can be shown 2,000 pieces of content on login – the total amount of content available to an average user at login. But people don’t consume that much. We only consume about 10% of that. AI and machine learning determines what 10% is most relevant. What is going to make your brand stand out among the rest? The take-away: You have to fight to be relevant and remarkable enough to make it into the 10%. Be Thumb Stoppingly Good.
- Zalando is a Berlin-based online fashion store that operates across 15 countries. They teamed up with Topshop which meant people in remote European areas were able to order the latest TS collections. They wanted to generate high levels of attention so collaborated with Cara Delevingne where they recorded 60k individual pieces of personalised content with Cara saying the names of remote towns in Germany. #whereveryouare gained 180 million impressions across social media, 40% of it was earned free media. Topshop sales increased by 54%. This is not to say you need to employee one of the world’ top models and record thousands of videos, BUT it is a great example of how to be relevant by personalising your content.
- The second challenge is the human need for speed. Not only do we create a lot of content, we also consume it at mega speed. People spend on average only 2.5 seconds reading update on Facebook, including those from friends and family. This means even if you are relevant and remarkable, and make it into the 10%, you still only have seconds to grab attention.
- And this is an even bigger challenge for the next generation of shoppers. People below 20 consume content on Facebook twice as fast as people above 50. So you need to capture people’s attention incredibly fast. This doesn’t mean people don’t watch long-form content on their phones, but you have to grab their attention in that initial window. We call that the 3 seconds audition.
- So, we know that our brains work much faster than we thought. In fact, we used to think it took 300 milliseconds to process a thought, but it actually takes 30 milliseconds. And particularly when we’re focused, when our eyes don’t have to move. Let’s give it a try. If I can just ask you to focus on the screen and read along. Hint, the text is going to speed up. [CLICK] So the brain can process content extremely fast, and the combination of mobile and video is unlocking our natural need for speed. [CLICK]
- Having an advert appear is no longer enough, as we’ve seen, you need to get your message out quickly – but you also need to get the attention in the first place with what Facebook calls ‘Thumb stopping content’. If done correctly it can be fairly easy to land your message in just a few seconds. Lets look at some examples… The first is for Bose, clearly showing how you can grab attention and drive emotion in just 10 seconds. The second is for Heinz, showing how you can grab attention for ketchup and land a clear message, 100% natural ingredients, in just 8 seconds. And finally, the buffed Mr Clean showing us one way to grab attention for a cleaning product in just 2 seconds. [PAUSE] Whatever it takes to grab attention quickly. [CLICK]
- People scroll through mobile News Feed 41% faster than desktop and when videos start to auto-play on Facebook (which happens about 70% of the time due to a user's settings, network and behaviour) people watch them for 16.7 seconds on average. A similar story holds true for video adverts, which are watched in News Feed for 5.7 seconds on average. Because people can watch virtually anything at any time, they're only going to watch adverts that grab their attention, reward their time and are immediately relevant. As a consequence, even though advert view time is up, individual session times are down. People aren't watching adverts for as long as they used to, on any medium.
- The third challenge is keeping up with the consumer shift to visual communication – the biggest trend that has been noticed on Instagram and Facebook
- Think about your own Facebook feed. Five years ago, most of what we shared on Facebook was text. Now it’s photos and videos. In five years, it’ll mostly be videos and after that, we believe it will be immersive content like VR and AR. Are you bearing this in mind for your brand? Are you optimising all the ad formats available to you?
- Canvas ads and stories are 2 of the most immersive ad types available. Stories were introduced to Instagram in August 2016 which quickly exceed 250million active daily users within its first year. Brands have seen the opportunities to grab viewers attention by optimising their remarkable content for the full screen which then sends them into a full shopping experience. From discovery to immersion to shop in just seconds. This is the next phase of discovery on mobile.
- The third challenge is keeping up with the consumer shift to visual communication.
- For brand marketers, generally driving sales in stores, clicks just aren’t a relevant measure for success. Nielsen looked at correlation of CTR with sales. For offline sales in CPG, in particular, clicks did not correlate well with ROI across over 200 campaigns. And so it’s time to say goodbye to an old friend, the click.
- Brands are driven by conversions, but let’s assume we were running a performance campaign with a conversion objective to 1000 people. If we have 2% CTR, 20 people will visit your site or start a download. Out of them 4 will continue to add to the cart. And out of these 4, 1 will convert. 1 out of 1000. If we will look at it from a conversion perspective, it’s quite a success: we have 1 sale and usually with the desired CPA. But there are 999 impressions that you’re not counting. They might not have converted this time, and they might not even respond to your incessant retargeting, but you’ve planted a seed. You’ve been discovered. This will be important in your next campaign, whether or not they respond to your ad. When it comes to measuring ad effectiveness in this new mobile era, no two seconds are equal. Earning ten seconds of watch time from millennials in Stories is harder than earning ten seconds from an older audience in a non-skippable environment. What's more, those ten seconds don't tell us much about the value created, because duration data alone isn't great at fully predicting business results across different experiences. And that's the key point: there is no longer a singular video experience for advertisers. And major opportunities are there for those who embrace this new environment.
- The average FB user can be shown 2,000 pieces of content on login – the total amount of content available to an average user at login. But people don’t consume that much. We only consume about 10% of that. AI and machine learning determines what 10% is most relevant. What is going to make your brand stand out among the rest? The take-away: You have to fight to be relevant and remarkable enough to make it into the 10%. Be Thumb Stoppingly Good.
- Ensure the video rewards people's attention and tells its story, even if only the first few seconds are watched. As we saw from our three examples earlier, it only takes 2-5 seconds to tell a story. Prepare to change and adapt your content with the changing seasons, trends and current events that happen. Make sure there is a connection between your creative and measurement teams to feed off of each other – mobile moves too quickly for a fragmented approach to work. Each new mobile format has different consumer expectations and behaviours. Don’t fall into the trap of thinking 1 cut down version of the same video is going to be successful across multiple channels. Facebook isn't YouTube, YouTube isn't Search, Search isn't Snapchat. It’s crucial to measure business value and results on a per-creative, per-platform, per-audience basis. An advertiser's ability to measure the right things properly will be the biggest predictor of their mobile advertising success.
- So where does this leave us? Well, let’s go back to the beginning. Dan paid £80 for his new slippers. And he didn’t even know he needed them. Why? Because they showed up in his newsfeed. Every day this is happening for millions of people across Facebook and Instagram – and the disruptors we talked about are using this insight to gain market share fast. They have realised they don’t need to wait for people to find their products. With today’s technology their products can find people. But the reality is; anyone in this room can do this. You just need to bring four questions back to your business: 1. How can we use data to be even more relevant and meaningful? 2. How can we become even more visual? 3. How can we deliver our messages faster than we ever thought possible? 4. How can we measure the real business impact? And if you answer these, the potential is huge.
- Thank you, remember...