Justin Thomas of TTH Media's First News case study, on testing Facebook targeting - learn how publishers, including First News, are testing Facebook to see if it can provide a cost-effective, acquisition channel for specialist titles.

1. TTH Presentation
2014 Full Service
Performance Marketing
Specialists
2013 PMA Winner - best lead generation

2. 2014
TTH Overview
• One of the UK’s leading performance marketing specialists
• Performance Marketing Award Winners 2013
• Specialists in customer acquisition and lead generation
• Multi-channel approach – Email, Social, Inbox Promotions, Affiliates, Display
• Heavily entrenched in publishing sector with clients including Dennis
Publishing, The Economist, Haymarket, Hearst, IPC and First News

3. 12 29 350,000 100,000 10,000
Staff Campaigns Clicks Leads New customers
2013 PMA Winner - best lead generation

4. • First News is the UK's only newspaper for young people and the
widest-read children's publication in the country with a readership
of 1,047,543 seven to 14 year olds every week.
• First News was founded by Sarah & Steve Thomson and launched by
Piers Morgan and Editor Nicky Cox in May 2006.
• First News' ABC audited circulation is 70686 Jan – Jun 2014.
• First News has 30,000 children reading it at home every week (via
subscription and news-stand sales) plus nearly 50000 school
subscription copies

5. Facebook Advertising
1. Buying Models
2. Ad Formats
3. Targeting
4. Technology
5. Creative/Offer
6. Device optimisation
‘Think Social’
2013 PMA Winner - Best Lead Generation

6. Facebook Advertising
Buying Models
• CPC – cost per click
• CPM- cost per thousand
CPC is the lowest risk model but
you need to know:
• Target cost per lead (or CPA)
• Expected CCR
Bid = £0.30
Remember: FB clicks include likes
and shares so conversion will be
lower than search, email etc
Lead = £3.00
(10% CCR)
2013 PMA Winner - Best Lead Generation

7. Facebook Advertising
Ad Formats
• Side ads (mainly FBX)
• News feed ads
(unpublished posts,
suggested posts, app
installs etc)
You can also link internally (e.g. to
FB app/tab) or externally to
site/landing page
First News used unpublished post
ads linking through to an external
LP – avoids ads showing in own
audience news feed.
2013 PMA Winner - Best Lead Generation
News Feed Ads Side Ads

8. Facebook Advertising
Targeting
• Likes (e.g. brands)
• Demographic/Geo
• Custom audience
• Education
• Occupation
• Birthday
• Relationship status
Targeting tightly helps with delivery of ads
as response rates are higher as it produces
better yield for FB.
FN used Custom Audience and a separate
flight with various selections which were
optimised daily.
Targeting = Females, aged 20-50 (lower range for teachers), who are interested in:
CBBC, green parents network, PGL (company), British Home Stores, Association of
Teachers and Lecturers, Littlewoods, Netmums, Primary education, NASUWT, tumble
tots, Children's museum, The Student Room, CBeebies, Annabel Karmel, Children's
literature, Rote learning, paediatrician, Homeschooling, Abercrombie kids, Mumsnet,
National Union of Teachers, Early childhood education, parentdish, george at asda,
pglost, Royal College of Paediatrics and Child Health, The Guardian, Mothercare, Child
development, Early Learning Centre, Parent-Teacher Association, WhizzKids United,
Parents (magazine), Back to school (marketing), Parenting (magazine), Kumon, Infant
clothing, Today's Parent, parentdish uk or zulily uk
2013 PMA Winner - Best Lead Generation

9. Facebook Advertising
Technology
• FB’s own ‘ad manager’
• PMD
Essentially the same targeting options are
available but a PMD plugs into FB’s API and
helps programme campaigns in an optimal
way
• PMD enables programmatic approach
to CPC buying – set target CPL caps.
• Limits exposure to cost if conversion is
lower than anticipated
• Effectively allows a CPL based
approach
2013 PMA Winner - Best Lead Generation

10. Facebook Advertising
Creative/Offer
• FB users are socialising NOT
shopping
• News feed ads work best in this
environment (‘native’)
• Copy should be reflected of this –
fun and engaging
• Soft consumer offers receive
better response
• Free issue model is perfect
• Promotes engagement and
sharing
2013 PMA Winner - Best Lead Generation
Visit FB Page
Like Page
Visit Landing Page

11. Facebook Advertising
Device Optimisation
• FB traffic is circa 60% mobile
• Mobile optimised LPs make up to
50% difference in conversion
• As CPC is predominant buying
model this impacts directly on
bottom line
• Better CCR = Better CPS!
2013 PMA Winner - Best Lead Generation

12. £0.29 CPC
£3.20 CPL
96% engagement 40% CR to Sub
2013 PMA Winner - Best Lead Generation
£18.00 CPS
57% CR to FI or SUB

13. Testimonial – Kelly Matcham, Joint Publisher
“Having worked with TTH for a few years and seeing high volume orders
through email and newsletter campaigns we were keen to test their new
Facebook platform as it enabled us to get much more targeted with our reach.
It’s still in it’s infancy but we are thrilled with the results so far. Conversion rate
doubled compared to the email campaigns bringing the CPA down and just as
encouragingly the DD step up retention rate is high. We are really excited about
working with TTH to further test and refine our Facebook targeting.”

14. Summary
• Facebook ads have been proven to work very effectively for First
News and other niche titles
• Perfect targeting niche audiences due to advanced targeting
options available
• Important to think socially and engage audience with social offers
– free issue lead gen campaigns work well
• Advertiser pages need to be monitored for feedback (e.g. where
is my free issue?) – quick response essential
• Technology helps to streamline work flow and reduce wastage
• Device optimisation can make a very significant impact on end
results
2013 PMA Winner - Best Lead Generation

15. Contact us
Justin Thomas
Managing Director
justin@tenthousandhours.co.uk
Laura White
Key Account Director
Laura@tenthousandhours.co.uk
2013 PMA Winner - best lead generation