ankur shah - alchemy presentation social media advertising
Post on 22-Nov-2014
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How to Manage and Optimise Facebook Campaigns
Social Advertising: Data to Optimisation
• Why social is so different• What drives social• How you exploit these drivers• Tips and tricks• Sustaining RoI
Mike24 years oldLoves rock music, pizza and traveling
Sarah35 years oldA hippy and a yoga fanatic
Alex29 years oldExtreme sports fanatic
The web is becoming deeply social, from its foundations upwards
For the first time online, people are being understood as individuals; not as IP addresses or search requests.
New technologies, APIs and platforms are enabling us to understand these people, their relationships and their interests in real-time.
More important than this however, is scalable access to the underlying data
There has never before been a series of platforms that give such deep access to user behavioral and demographic data in a manner that is so scalable.
The heart of the issue.
What does this mean…
How does this differ from search?
Search Engine; intent driven
Facebook; passive advertising, warming leads
Billboards; generic, irrelevant Action
Desire
Interest
Awareness
And what is the impact on price?
Search is ‘keyword’ based and hence as competing suppliers fight for singular keywords your cost per acquisition rapidly becomes impossible to control.
Search has high ceilings. This limits your business. Social doesn’t.
Social works in a complete different way. Suppliers compete for ‘people’ on a numerous different parameters: age, gender, interest, connections etc.
The fundamentals of social drive the price down….
The more you segment your user base, the less people you compete with the lower your acquisition price goes!
Traditional Approach
Proper Approach to Social Advertising
Interest Group
All
Liverpool FC
Man Utd FC
Chelsea FC
Football
Creative
0.03%
0.05%
0.03%
0.06%
0.04%
0.21%
0.20%
0.22%
0.03%
0.05%
…and here’s the proof.M
icro
-tar
getin
g (2
x)
Micro-messaging (5x – 10x)
• Leveraging a user’s profile data in real-time enables you to target a user better, driving the price down
• This enables a level of relevance that has a direct impact on response rates and conversion rates
• But that’s only half the story…
User Information• Male• 26• London• Ocean’s 11 fan
Micro-Targeting: Better Response, Lower Price
• Messaging a user in the ad copy itself substantially increases the relevance of the ad
• Doing this at scale enables you to to make your ad relevant to whoever you target
• Dynamic targeting and messaging enables you to change your ad copy based on whatever you can target by: age, gender, location, university, workplace, interest etc.
Micro-Messaging: Greater Relevance, Better Conversion
• Passing social data into the landing page, enables you to drive even greater relevance
• Imagine the ability to know your visitors age, gender and interests as soon as they arrive…
Dynamic Landing Pages
WWW
More Targeting/Relevance Extract Interests Drive to Dynamic Landing Page
• FB Ads quality scored at account, campaign and ad level
• Over time your CTR decreases and your CPC’s increase, as quickly as 2 – 3 days
• The key is to clone and tweak your campaigns, giving you rapid cost benefits
Creative Fatigue and Quality Score
Clone Ads and Repost
• As described, search and social operate very differently, with very different drivers
• Its important to have different tools to create and drive your campaigns
• But it is also imperative that you can report back into the place you create your ads
• Driving CPA statistics back into the place you create ads will help you optimise, enabling you to understand your profit and loss by individual ad
Analytics Integration
Auto-analytics Integration
• In most online advertising you focus primarily on creative A/B testing and optimisation:
Different types of testing
Headline, image and copy testing
• The unique thing about social is the benefits of optimising by demographic
• Compare impressions, CTR, costs, and conversions by key demographics, and optimise to them
Demographic optimisation
18 – 24
Male
Fan of rock music
Lives in London 30– 35
Female
Fan of Hip-hop
Lives in Manchester
• These case studies describe the benefits of micro-targeting and micro-messaging
• Also how A/B testing and in Facebook can help drive your optimisation
• However, because social contains so many different variables to search, you can now test and optimise by demographic as much as by keyword
Some Case Studies…
Travel Agency Client: Segmentation and Optimisation
Lower CPC. Sustainable performance uplift. Different to search.
• Increased segmentation• Search style optimisation• Different to search as described, avoids search ceiling• More relevant users• CPC dropped by 40%• Sustainable: over double the level of impressions and clicks served in February
Dating Client: Lower CPAs, Beating Search’s Ceiling
Lower CPC. Lower CPA. Branding benefits.
• Leverage the underlying social data• Micro-Target AND micro-message• Use dynamic landing pages that use visitor social data• Battle creative fatigue, by cloning campaigns• Ensure you can report CPA in real-time• Ensure full 3rd party analytics integration into your campaign• Report, measure and tweak• Optimise by ad, but also by demographic!
In Summary: How to Drive RoI in Social Advertising
You can contact us at:
info@alchemysocial.com
Or visit us at:
www.alchemysocial.com
Thank you! And if you want to learn more get in touch!
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