Facebook for Direct Response Marketer

1,813 views

Published on

Facebook for Direct Response Marketer Presentation Deck

Published in: Marketing, Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,813
On SlideShare
0
From Embeds
0
Number of Embeds
113
Actions
Shares
0
Downloads
130
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Facebook for Direct Response Marketer

  1. 1. Facebook for Direct Response Marketing Last updated: March 2014
  2. 2. Source: eMarketer, US , July 2013 Radio Television Digital Mobile 1950   1960   2000   2010  
  3. 3. The path-to-purchase is complex Are you reaching them where they are converting? start shopping on one device and continue on another 67%     Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
  4. 4. Reach more of the right people Make insightful decisions Drive action across devices The power of Facebook’s direct response solution
  5. 5. Reach more of the right people
  6. 6. Reach people otherwise unreachable Source: *Quarterly estimated based on monthly search query volume from Google Keyword Tool, April 16, 2013, ** (Q4 2012 estimate) – Nate Herman, Vice President, American Apparel & Footwear Association, *** Gartner, Feb 2013, “Gartner Says Worldwide Mobile Phone Sales Declined 1.7 percent in 2012”, ***Aggregate Knowledge, Q4 2102 Search represents a fraction of purchase intent Shoes in the US (in millions, Q4-2012) 115 Searches* 784 Purchased** 45%  of people reached via ads were reached exclusively through Facebook***
  7. 7. Case study: Success from leading retailer Facebook makes search work even harder Source: Kenshoo “Facebook Advertising Boosts Paid Search Performance,” Nov 2013; study commissioned by Facebook 30%   higher return on ad spend 24%   increase in AOV 7%   higher paid search CTR 4.5%   drop in CPA
  8. 8. Reach all of the people who matter to you Source: Facebook US internal data, Sept 2013 High-quality reach 180M   monthly active users US 146M   mobile monthly active users US 104M   mobile daily active users US Incredible scale on mobile
  9. 9. Source: US Mobile Total Monthly Minutes, comScore, September 2013 Where they are most engaged
  10. 10. Use data to reach more of the right people Facebook data Interests Behaviors ConnectionsLocationDemo Your data Custom Audiences Past purchasers Highest LTV customers Members of loyalty programs Third-party data Partner categories
  11. 11. Source: Nielsen OCR, August 2013 89%  accurate 38%  Theaverageonlinereachfor narrowlytargetedcampaignsis accurate TheaverageFacebookreachfor narrowlytargetedcampaignsis Reach real people with accuracy
  12. 12. Facebook Targeting Core Audiences Lookalike Audiences Custom Audiences Sophisticated targeting with unsurpassed accuracy Reach the people you already know Find more people like your best customers
  13. 13. Use Core Audiences to segment your audience Online and offline sources Targeting types Location Interests Demographics Partner Categories Sample segments Age and gender Engaged gamer Interested in shopping Living in Chicago Android phone user Behaviors
  14. 14. Matched targets Email addresses Phone numbers, iOS IDFAs Facebook User IDs, App User IDs People you know Direct or through third-party People from your website People from your mobile app FacebookPeople you know on Facebook Custom Audiences Reach your specific customers or prospects at scale
  15. 15. Lookalike Audiences Find people who look like your customers and prospects and people who look like them Fans of your PageWebsite visitors Mobile app customersPeople you know
  16. 16. Flagged with cookieVisits website Visits Facebook Person recognized by cookie, bid placed, and ad served Facebook Exchange (FBX) Dynamic remarketing on desktop
  17. 17. Drive action across devices
  18. 18. Put your products at the center of the experience 14X   People check News Feed per day Source: IDC, “Always Connected,” March 2013 In-stream and native 1 Designed for action 2 Optimized for conversion 3
  19. 19. VS Third-party ad Center of the engagement Formats that are large, visual and in-stream
  20. 20. Designed for action Page post link ads – now with CTAs •  Entire image is clickable •  Offers the highest amount of real estate to get people to click on your ad •  Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download
  21. 21. Designed for action Mobile app install and engagement ads Customer discovery and acquisition Retention, engagement and conversion
  22. 22. Optimized for conversion Website and mobile app conversions with oCPM and CPA
  23. 23. Make insightful decisions
  24. 24. Current measurement challenges Key challenges •  Data is fragmented across devices •  Measurement solutions rely on proxies •  Optimization is difficult due to fragmented data Facebook solutions •  Cross-device: Facebook measures cross-device behavior •  Accurate: Facebook measures real people, not proxies •  Actionable: Facebook tracks performance against goals
  25. 25. As a fully cross-device platform, Facebook enables businesses to accurately track conversions
  26. 26. Measure results across devices Conversion pixel SDK Third-party measurement
  27. 27. Reach more of the right people Make insightful decisions Drive action across devices Core Audiences Custom Audiences Lookalike Audiences Facebook SDK Conversion pixel Mobile app ads Page post link ads 3rd party measurement Facebook’s complete direct response solution oCPM / CPA
  28. 28. Summary How Facebook drives effective direct response marketing 1   Reach more of your customers and prospects with Custom Audiences and Lookalike Audiences 2   Capture attention and drive conversions across devices with direct response ad units in News Feed and optimized bidding 3   Make insightful decisions with the Facebook conversion pixel and SDK
  29. 29. Getting started with driving website conversions
  30. 30. Setting up a campaign 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  31. 31. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  32. 32. Objectives in ad create tool and Power Editor
  33. 33. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  34. 34. Acquire new customers with Core Audiences Purchase based* Psychographic Geographic Intent/interest Demographic Lifestyle/life-stage
  35. 35. Cross-sell and upsell with Custom Audiences 1   Download your ad account in Power Editor 2   Upload your lists (email, phone, etc.) or select visitors of your website or mobile app. 3   Save your Custom Audience 4   Include or exclude your Custom Audience in targeting 5   Layer Core Audiences for further segmentation
  36. 36. Expand reach with Lookalike Audiences 1   Select your existing Custom Audience and click “Create Similar Audience” 2   Choose which country you want to target 3   Select whether you want to optimize for similarity or greater reach 4   Access your Lookalike Audience in 6-24 hours 5   Layer Core Audiences for further segmentation
  37. 37. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  38. 38. Creative and messaging •  Use powerful imagery •  Use succinct messaging that promotes action •  Take your audience to where they want to land •  Keep ads fresh by updating creative on a regular basis
  39. 39. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  40. 40. Placements News Feed Right Column
  41. 41. Page Post Link Ads •  Entire image is clickable •  Offers the highest amount of real estate on desktop and mobile to get people to click on your ad •  Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download Ad format optimized to drive offsite conversions
  42. 42. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  43. 43. Optimize your bidding around campaign goals You value You pay for We optimize for Best practice Cost per mille (CPM) Impressions Impressions Impressions You care about showing your ad; can work well if micro- targeting an audience even if you only value clicks Cost per clicks (CPC) Clicks Clicks Clicks A basic strategy for performance advertisers. Clicks include likes, shares and comments. Optimized CPM (OCPM) Conversions Impressions Conversions If you care about a trackable action, you should use OCPM
  44. 44. Determine how much to bid for your ad •  Bid your true value: for every ad you run, you should consider your advertising objective and bid the maximum amount you’re willing to pay for that objective Example of profit maximization: •  Profit: $5 •  Click to conversion rate: 2% •  Optimal bid for profit maximization: $0.10 CPC
  45. 45. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  46. 46. Measurement tools Conversion pixel SDK
  47. 47. Getting started with mobile app ads
  48. 48. Setting up a campaign 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  49. 49. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  50. 50. Objectives in ad create tool and Power Editor
  51. 51. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  52. 52. Acquire new app users with Core Audiences Psychographic Geographic Interests / intent Demographic Device Operating System
  53. 53. Expand reach with Lookalike Audiences 1   Select your existing Custom Audience and click “Create Similar Audience” 2   Choose which country you want to target 3   Select whether you want to optimize for similarity or greater reach 4   Access your Lookalike Audience in 6-24 hours 5   Layer Core Audiences for further segmentation
  54. 54. Drive conversions with Custom Audiences 1   Download your ad account in Power Editor 2   Upload your lists (email, phone, etc.) or select visitors of your website or mobile app. 3   Save your Custom Audience 4   Include or exclude your Custom Audience in targeting 5   Layer Core Audiences for further segmentation
  55. 55. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  56. 56. Creative and messaging •  Use powerful imagery •  Use succinct messaging that promotes action •  Take your audience to where they want to land •  Keep ads fresh by updating creative on a regular basis
  57. 57. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Ad units 5   Bid optimization 6   Measurement and attribution
  58. 58. Ad units that drive installs and engagement Mobile app install ads Mobile app engagement ads
  59. 59. Page Post Link Ads •  Entire image is clickable •  Offers the highest amount of real estate on mobile to get people to click on your ad •  Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download Ad format optimized to drive offsite conversions Page post link ad Page post link ad with call-to-action buttons
  60. 60. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  61. 61. Optimize your bidding around campaign goals You value You pay for We optimize for Best practice Cost per clicks (CPC) Clicks Clicks Clicks A basic strategy for performance advertisers. Clicks include likes, shares and comments. Available for installs and engagement Optimized CPM (OCPM) Conversions Impressions Conversions If you care about a trackable action, you should use OCPM Available for installs Cost per action (CPA) Installs Installs Installs When available, CPA is likely the best bidding option for you Available for installs
  62. 62. Determine how much to bid for your ad •  Bid your true value: for every ad you run, you should consider your advertising objective and bid the maximum amount you’re willing to pay for that objective Example of profit maximization: •  Profit: $5 •  Click to conversion rate: 2% •  Optimal bid for profit maximization: $0.10 CPC
  63. 63. 1   Define your marketing objective 2   Targeting 3   Creative and messaging 4   Placements and ad units 5   Bid optimization 6   Measurement and attribution
  64. 64. Measure what matters with Facebook SDK and third-party partners Facebook Measurement Partner Both • Measure ROI and LTV on mobile app ad campaigns • Measure advertising performance • Measure app events • Deeply integrate with Facebook social features • Compare cross channel ad spend
  65. 65. Try out a Preferred Marketing Developer to optimize at scale A community of best-in- class developers focused on making social marketing easier and more effective  45+     countries Manage large amounts of ads and accounts Use advanced features not available in Ads Manager Manage ads across marketing channels Daily bidding and creative optimization Day part www.facebook.com/PMD Source: Country updated as of October 2013

×