Targeting Your Social Ads: Facebook Remarketing and Marketo Personalization
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If you're looking to double your click-thru rate and simultaneously lower ad spend, look no further! Marketo has joined forces with Facebook to give you the ability to append Marketo firmographic and persona data to your Custom Audiences to execute relevant remarketing efforts!
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Targeting Your Social Ads: Facebook Remarketing and Marketo Personalization
- 1. Mike Telem VP Product Marketing, Marketo Facebook Remarketing Marketo Real-Time Personalization Ravi Adusumilli Head of Enterprise Partnerships, Facebook
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Overview • Intro • Personalization • Ad Remarketing • The advantages of Personalized Remarketing • Case Study • Getting Started
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Digital Marketing Budgets • 25% of the digital marketing budget is on display • 44% of B2B companies will increase display budgets • 70% YoY Remarketing growth • $133 Billion spent on online advertising in 2014 with expected growth of an additional 16% during 2015
- 4. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Personalization
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 What is Personalization? The combination of: • Identifying a person’s attributes (Intent, potential, behavior, profile and/or firmographics) • Customizing their experience by presenting them with relevant content, calls-to-action or visuals
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 What is Real-time Personalization? Speed “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Relevancy “82% of prospects value content targeted to their specific industry” (MarketingSherpa) Personalizing your prospects experience while they are engaged and attentive
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 B2B Personalization Attributes Organization Industry Revenue Customer Journey Size Persona Territory
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 B2C Personalization Attributes Customer Journey Geo Location Price Sensitivity Customer Profile Buying History Product Intent
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Real-Time Personalization • Segments inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Personalized Web Engagement Default View Personalized for Visitors from the Healthcare Industry Higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%.
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Personalized Web Engagement
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Behavioral (honeymoon search & referral)
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Behavioral (Golf search & referral) Over 17% avg. CTR on behavioral campaigns.
- 14. 3xMore click-thrus than any other method 33%Conversion rates for personalized campaigns 20%Increase in qualified lead gen with selected content Personalization Results 10xUplift in revenue generating conversions rates B2C B2B
- 15. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Facebook Remarketing
- 17. Reaching real people across devices
- 18. Across devices Deliver ads across desktop and mobile Real identity Facebook’s use of real identity means you’ll target people, not cookies Accurate targeting You can layer other Facebook targeting options to ensure you’re sending the right message Incredible scale Facebook’s broad reach across desktop and mobile consists of 1.4+ billion monthly active users (March 2015) Remarketing using Custom Audiences Source: Facebook US internal data, March 2015 Custom Audiences enable you to target people on Facebook based on the data you own in a privacy safe way.
- 19. Matched targets Your data Direct or through third-party Intent data + Marketo’s Personalization Attributes Facebook People you know on Facebook Remarket using Custom Audiences Using the Facebook Pixel, you can automatically create Custom Audiences based on the actions people have taken on your website.
- 20. Remarket using Custom Audiences Acquire customers Ads automatically served in News Feed Drive back to your website or mobile app to convert Exit and didn’t sign up or convert Your website or mobile app
- 21. Remarketing across business objectives Objective Example Online conversion Bring your website/mobile app visitors back to your online conversion funnel Telco remarkets business services to key accounts with a link ad (on any device) encouraging them to complete their transaction Lead Generation Drive people to a form to sign up for a demo, or for an upcoming event Pharmaceutical retargets a link ad based on industry and organization for an upcoming event Offline sales Drive your website/mobile app visitors into your store Auto brand remarkets a photo ad on mobile to people who viewed a specific car, asking them to visit the local dealership for a test drive Mobile app install ads Encourage your website visitors to install your mobile app A regional bank targets all local businesses owners with <100 employees with mobile app install ad
- 22. Remarketing across marketing objectives Excluding existing customers Exclude users who have already purchased the product. Continue to show ads with complimentary products Remarketing to potential leads/customers Capture users who have expressed intent on your website or mobile app. Segment these users and target with ads. Finding new potential customers Use Custom Audiences from your website or mobile app as a seed to create lookalikes. Acquire new customers who look like your existing customers.
- 23. Businesses are seeing tremendous success Drive website conversions 70% lower CPA than other display media 68% increase in online desktop orders Source: Facebook case studies 54X return on advertising spend 15% above AOV for conversions 20Jeans 3x reduction in CPA Used Custom Audiences to retarget people who abandoned shopping cart Automotive Drove offline test drives at the lowest cost per acquisition of any channel Used Custom Audiences from their website + Custom Audience
- 24. Tailor your creative to each audience Massive reach once meant mass-message Achieve massive reach while delivering relevant messages to segmented audiences Before Now F 18–45,Sedan Outdoors F 18–45,Sedan Moms F 18–45,Sedan Eco
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Businesses are seeing tremendous success Drive website conversions 70% lower CPA than other display media 68% increase in online desktop orders Source: Facebook case studies 54X return on advertising spend 15% above AOV for conversions 20Jeans 3x reduction in CPA Used Custom Audiences to retarget people who abandoned shopping cart Automotive Drove offline test drives at the lowest cost per acquisition of any channel Used Custom Audiences from their website + Custom Audience
- 26. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Personalized Remarketing
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Don’t Propose on the first date
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 It pays to bring people back… • Bounce rate • 1st Visit: 50% • 2nd-5th Visit: lower then 20% • Conversion Rate • 1st Visit: 1-4% • 2nd-5th Visit: 8-12%. Leads are more qualified.
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Personalized Retargeting Use Cases • Product interest • Buying history • Vertical / Market Segment • Targeted Named Accounts • Sales Cycle Stage / Score
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Retargeting - General (Advertising) Facebook Custom Audience Site Visit Leaves Site Industry: Healthcare Revenue: Mid-Size Location: Canton, Ohio Interest: Personalization Marketo Personalization Personalized Return Site Visit Visitor
- 31. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Case Study
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Facebook – Remarketing
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Facebook – Personalized Remarketing
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Retargeting – Personalized (Advertising)
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Retargeting – Personalized (Advertising) Higher Education Healthcare Large Enterprises
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Personalized Ads - Results 60%Increase in Total Click Through Rate 6XUnique Click Through Rate 21%Lower Cost per Unique Click
- 37. © 2014 Marketo, Inc. Marketo Proprietary and Confidential How to
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Define Audiences in Marketo RTP
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Define Audiences in Marketo RTP
- 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Define Audiences in Marketo RTP
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015
- 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015
- 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015
- 45. Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 RTP Segment Name
- 46. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Getting Started
- 47. Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 6/23/2015 Getting Started Setup RTP segments Set up Remarketing Lists Execute personalized remarketing campaigns
- 48. Questions
- 49. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you Personalized Retargeting
Editor's Notes
- Speed Stat: Microsoft Research “the average page visit lasts less than a minute” “people only have time to read a quarter of the text on the pages that they visit”. (NN Group) Relevancy Marketing Sherpa
- Hortonworks develops, distributes and supports a 100% open source distribution of Apache Hadoop for the enterprise. Hortonworks.com has a high volume of website visitors with hundreds of content assets under the resources section. They used RTP to target specific industries such as Healthcare.
- Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered their 5th night free offer to all those returning visitors that can back to their website.
- - Honeymoon search & referral - Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered their 5th night free offer to all those returning visitors that can back to their website.
- Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered their 5th night free offer to all those returning visitors that can back to their website.
- We believe that personal relevance is now the new contextual relevance Facebook’s News Feed allows brands to integrate where people are discovering what’s more personally relevant to them All of this paints a picture of what the mobile device means to consumers Mobile is our most intimate device: in our pocket, with us all of the time, where we are most engaged In fact, in the US, 79% people have their smartphone on their body for all but 2 hours of their waking time With the advent of mobile, marketers are now able to be closer to their consumers than they’ve ever been before. It gives consumers a wholly personalized experience where they can consume almost any content they want. And within the Facebook’s News Feed, we’re seeing that brands can integrate where people are actively discovering what matters to them – from friends and family to brands they care about.
- In addition to unparalleled reach, Facebook lets you reach real people. Facebook is able to deliver results because of it’s incredible reach across devices. With 180M monthly active users with 153M of those people also on mobile, all of the people who matter to you are on Facebook no matter what device they’re using. Only a few digital publishers have a registered relationship with consumers offering a persistent connection to their audience. And Facebook has the largest addressable audience. Because on Facebook, who you are and what you represent is on your profile, and that’s incredibly powerful…especially when people’s authentic selves are represented across devices. In a world where audience attention is increasingly fragmented, it is important to leverage targeting platforms – like Facebook – that can reach audiences wherever they choose to consume content. Cookies are less accurate and don’t work on mobile The shift to mobile isn’t without its challenges – There are lots of different devices: 60% use more than 1 device per day, 25% use 3 devices every day (SOURCE: GfK, 2014; US & UK; n=~2000) Imagine 60 years ago if you would told the marketing world that you would put a screen literally in the palm of every consumers hands and enable realtime marketing message delivery: We would’ve called it “Marketing Nirvana”
- There are several benefits in using Custom Audiences for remarketing: Facebook’s broad reach across desktop and mobile enables you to drive scalable results across devices. Facebook’s use of real identity means you’ll target the right person and not just a browser via cookies. Cookies suffer from expiration, blockage, deletion and other issues, while FB identity is persistent, so you can always be sure that your ads are targeting real people. Combine with Facebook targeting to deliver the right message to the right person. Lastly, you can reach people on any device they use Facebook no matter where their original touchpoint took place.
- Custom Audiences help you reach your specific customers and prospects at scale. As you know we can create Custom Audiences of matched targets by importing a list of contacts (email, phone, user ID). Earlier this year, we launch our remarketing solution for Custom Audiences, that allow you to leverage the actions people take on your website or mobile app to create lists or audiences of people such as all your website and mobile app visitors. To ensure you’re delivering the right message to the right audiences, you can combine Custom Audiences with other Facebook targeting such as location, demographics, interests, behaviors and connections to ensure you’re reaching the right person with the right message.
- These are just a few examples/ideas of businesses that use Facebook and Marketo’s RTP. Tthere are many more business objectives that you can drive using Custom Audiences and we look forward to seeing how you use the product.
- Beyond remarketing, you can also use Custom Audiences from your website and mobile app for improved targeting. For example, you can use Custom Audiences to exclude existing customers for a new customer acquisition campaign and pair Custom Audiences with lookalike audiences to find people with similar characteristics to those who demonstrate intent. Excluding Existing Customers In many cases you'll want to exclude certain audiences from your ad campaigns to make the campaigns more efficient and avoid showing irrelevant ads to people. One common example is when you are running campaigns to acquire new customers and want to exclude people who have already bought from your website. Another example may be when someone has already purchased one product and you want to stop showing them ads about that product or category but continue to show them ads for complementary products. Finding New Potential Customers Facebook's lookalike models let you target people who are similar to Custom Audiences from your website. For example, you can create a website Custom Audience of people who buy high value items on your website. You can then use this website Custom Audience as a seed for a lookalike audience to find similar people on Facebook and target them with ads designed to acquire new customers.
- Businesses across verticals are taking advantage of Facebook’s scale and targeting capabilities to drive growth for their business. We’ll dive deeper into what each of these did, but here are a couple of top line results. Scandinavian Airlines (SAS) targeted potential customers via a major multi-channel advertising campaign, which aimed to drive airline ticket sales, maximize conversion rates and reach new audiences by building awareness of its brand. The airline ran Page post link ads on the right column and News Feed and saw a 54x ROAS directly attributed to Facebook, 15% above average order value (AOV) for conversions occurring on Facebook and 15x20x ROAS on a geographically segmented Page post ad campaign. Carphone Warehouse, mobile retailer, wanted to drive online orders of its Pay Monthly Smart Phone and its Half Price offer. The telecom company ran ads in News Feed and right-hand column and saw a 70% decrease in CPA compared to other display media and a 68% increase in online desktop orders. 20Jeans – 20Jeans is a premium jeans company that aquires 30% of new customers from Facebook. Using website custom audiences 20Jeans was able to remarket to people who had previously visited their website. Results from their testing was extremely positive. When using website custom audiences they reduced their cost per aquisition by 300% An automotive client in Australia used a combination of Website Custom Audiences and Custom Audience targeting to drive prospective clients to test drive their cars. Within one week their campaign drove 16 test drives and received the lowest cost per registration of any marketing channel on any publisher. TRANSITION: These and many other businesses have seen how Facebook can help achieve extremely positive results when they incorporated it into the marketing mix.
- When you know you’re reaching the right people, you can tailor your creative to each audience. As I mentioned before, on Facebook, you’re not just limited to the basics when it comes to reaching the people who matter to you. You can understand more about your consumers based on real information about them…not cookies…not inferred. This can not only fuel your creative and your marketing, but it can ensure that you’re creating more personalized relevant information for them. While you may deliver a broad message on TV given its mass reach, you can reach distinct audiences on Facebook with more customized messages. With FB advanced targeting capabilities you can tailor your creative to each audience. Even if you are using the same brand content you can adjust your messaging to your specific target audience with real people targeting on FB.
- Businesses across verticals are taking advantage of Facebook’s scale and targeting capabilities to drive growth for their business. We’ll dive deeper into what each of these did, but here are a couple of top line results. Scandinavian Airlines (SAS) targeted potential customers via a major multi-channel advertising campaign, which aimed to drive airline ticket sales, maximize conversion rates and reach new audiences by building awareness of its brand. The airline ran Page post link ads on the right column and News Feed and saw a 54x ROAS directly attributed to Facebook, 15% above average order value (AOV) for conversions occurring on Facebook and 15x20x ROAS on a geographically segmented Page post ad campaign. Carphone Warehouse, mobile retailer, wanted to drive online orders of its Pay Monthly Smart Phone and its Half Price offer. The telecom company ran ads in News Feed and right-hand column and saw a 70% decrease in CPA compared to other display media and a 68% increase in online desktop orders. 20Jeans – 20Jeans is a premium jeans company that aquires 30% of new customers from Facebook. Using website custom audiences 20Jeans was able to remarket to people who had previously visited their website. Results from their testing was extremely positive. When using website custom audiences they reduced their cost per aquisition by 300% An automotive client in Australia used a combination of Website Custom Audiences and Custom Audience targeting to drive prospective clients to test drive their cars. Within one week their campaign drove 16 test drives and received the lowest cost per registration of any marketing channel on any publisher. TRANSITION: These and many other businesses have seen how Facebook can help achieve extremely positive results when they incorporated it into the marketing mix.
- Bound rate : 50% 2nd-5th rate: 10%
- Update with new cover from visual brand deck.