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Wolfgang Digital at HeroConf London 2016 - The Facebook Conundrum Solved

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These are the slides that Kenia and Zoran used for their talk 'The Facebook Conversion Problem Solved' at HeroConf London on 24th October 2016

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Wolfgang Digital at HeroConf London 2016 - The Facebook Conundrum Solved

  1. 1. The Facebook Conversion Conundrum Solved How AdWords benefits from Facebook audiences and how this makes Facebook a more valuable channel than it sometimes seems to be. Kenia Gonzalez & Zoran Selinger Digital Marketers | Wolfgang Digital |@ WolfgangDigital
  2. 2. 1.7 Billion Monthly Active Users
  3. 3. 66% of them Use FB Every Day!
  4. 4. 1.1B Daily Active Users (DAU) or Freaking Addict Users (FAU)
  5. 5. DAU or FAU spend 50min a day across
  6. 6. 1 in 7 people use FB every day for more than 50min.
  7. 7. Expected Budget Real BudgetVS
  8. 8. Focus on your Audience!
  9. 9. Agenda Facebook audiences
  10. 10. Kick Off Your Audience Collection
  11. 11. Different Type Of Objectives
  12. 12. Different Type Of Ads “Clickable ads” “Viewable ads”
  13. 13. Different Type Of Ads “Clickable ads”
  14. 14. FB Pixel • Track & Optimize Conversions • Create Website Custom Audiences PRO TIP: Facebook Pixel Helper
  15. 15. Kick Off Your Audience Collection
  16. 16. Different Type Of Ads “Viewable ads”
  17. 17. Kick Off Your Audience Collection
  18. 18. Different Type Of Audiences
  19. 19. Qualify Your Facebook Audiences For Every Step Of The Purchase Funnel
  20. 20. Qualify Your Facebook Audiences
  21. 21. Stand up for children’s rights Case Study #1
  22. 22. Qualify Your Facebook Audiences Facebook Triple Audience Qualifier Step 1: Awareness
  23. 23. Qualify Your Facebook Audiences Step 2: Interest Facebook Triple Audience Qualifier
  24. 24. Qualify Your Facebook Audiences Step 3: Conversions Facebook Triple Audience Qualifier
  25. 25. Results Facebook Triple Audience Play Awareness: nearly 200,000 video views at €0.005 Interest: Facebook ads were 2nd highest source of traffic to the website Action: +90% website conversions VS previous period Leads: 75% cheaper than TV Loyalty: Monthly donations
  26. 26. Qualify Your Facebook Audiences Facebook Triple Audience Qualifier
  27. 27. Summer Soccer Camps Case Study #2
  28. 28. Qualify Your Facebook Audiences Target Audience
  29. 29. Qualify Your Facebook Audiences
  30. 30. Results
  31. 31. Qualify Your Facebook Audiences 14% 37% 17% 32% REVENUE €22K Interests Web. Visitors & LA Email & LA Video
  32. 32. What’s Next?
  33. 33. How can we prove that Facebook Converts… especially to the AdWords Team!
  34. 34. Sharing clients Clients
  35. 35. Smart Insights
  36. 36. Custora E-Commerce Pulse - Revenue By Channel
  37. 37. Monetate Ecommerce Quarterly Report 2016 Q1
  38. 38. Channels Work Together
  39. 39. Sharing Audiences
  40. 40. Sharing Google Analytics
  41. 41. Case Study: New Collection
  42. 42. Case Study: New Collection
  43. 43. How To
  44. 44. How To
  45. 45. Case Study: Seasonal
  46. 46. Case Study: Seasonal
  47. 47. Case Study: Advocacy
  48. 48. Case Study: Advocacy
  49. 49. How To
  50. 50. How To • Arrival date • Departure date • Stay duration • Number of rooms • Number of beds • Single? • Parents?
  51. 51. Combined Power
  52. 52. Bonus!
  53. 53. AdWords Audience Insights Used In Facebook
  54. 54. AdWords Audience Insights Used In Facebook
  55. 55. AdWords Audience Insights Used In Facebook Split Test: Pampers offer for Tesco • uCTR: 5.11% vs 3.18% • CPC: €0.09 vs €0.20 • Website Clicks: 13,377 vs 6,377
  56. 56. AdWords Audience Insights Used In Facebook
  57. 57. AdWords Audience Insights Used In Facebook Split Test: Blog promotion • uCTR: 4.88% vs 2.39% • CPC: €0.08 vs €0.11 • Website Clicks: 616 vs 451
  58. 58. Facebook Conversion Conundrum Solved
  59. 59. Thank you!

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