scaling your business through paid social · twitter, pinterest and others are following. ......

#MRKGsummit15 @MerkleRKG @MerkleRKG#MRKGsummit15

Scaling Your Business Through Paid Social

Patrick Hounsell

Chief Digital Officer

#MRKGsummit15 @MerkleRKG

Agenda

Market Trends

The Opportunity

Taking Advantage Of The Opportunity

#MRKGsummit15 @MerkleRKG

Emergence Of Facebook As An Acquisition Platform

Social Platforms are becoming Direct Response Marketing Platforms.

Facebook defined the path. Twitter, Pinterest and others are following.

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Facebook Is Now “Pay To Play”

Organic Reach Down to

6%

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Mobile Is The Next Digital Opportunity

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Agenda

Market Trends

The Opportunity

Taking Advantage Of The Opportunity

#MRKGsummit15 @MerkleRKG

Why We Think Facebook Will Be Dominant

TargetingMeasurement

Cross Device Reach Ad Formats

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Facebook Leads All Platforms in Reach

8

Total Page Views and Time Spent (total internet audience)

80,000

70,000

60,000

50,000

40,000

30,000

20,000

10,000

0

140,000

120,000

100,000

80,000

60,000

40,000

20,000

0

Total Views (MM) Total Minutes (MM)

Cross Device Reach

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Facebook Leads All Platforms In Mobile

9

Unique Visitors and Time Spent (mobile)

Total Unique

Visitors/Viewers

(Mobile)

Total Minutes (Mobile)

120,000

100,000

80,000

60,000

40,000

20,000

0

80,000

70,000

60,000

50,000

40,000

30,000

10,000

0

90,000

20,000

Cross Device Reach

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Native Ad FormatsInnovative Formats

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TargetingTargeting

Custom Audiences & Tailored Audiences

CRM List

Matched Targets

Facebook

ID BasedInterest Based

Content Based

Behavior Based

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Measurement

Identity

IDFACookie AdID

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We’ve Seen This Story Before

13

New form

of targeting

Immense

reach and

traffic

Automated

buying

platform

Native ad

units

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» Can Facebook rival Google’s non-brand scale and performance?

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Agenda

Market Trends

The Opportunity

Taking Advantage Of The Opportunity

#MRKGsummit15 @MerkleRKG

Scaling the Facebook Opportunity

Achieve quick win against

existing Mobile efforts

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Keyword Targeting

#chanel

Gucci

Prada

LouisVuitton

Elle

#vogue

Fendi

Tiffany & Co Mobile Performance

230X

more engagement

VS

0.10%

(1 out of 1,000)

23%

(1 out of 4)

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CTR 4.8%

CTR - 50X better than standard banner unit

Nespresso Mobile Ad Units

Mobile Newsfeed

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Scaling the Facebook Opportunity

Achieve quick win against

existing Mobile efforts

Establish disciplined approach to optimize

paid social levers

#MRKGsummit15 @MerkleRKG

Key Levers For Paid Social

20

Buy Keywords

Layer and Refine with Targeting

Build and Test Creative

Manage Bid and Budget

Optimize Landing Experience

Search

Buy Audience (e.g. Profile)

Layer and Refine with Targeting

(e.g. behavioral)

Build and Test Creative

Manage Bid and Budget

Optimize Landing Experience

Paid Social

#MRKGsummit15 @MerkleRKG

Scaling Your Program

#1 Overall Source of New

Customer Acquisition

Scaled volume 5X

Targeting

• ID• Interest

Creative

• Adam Levine

Placement

• Link Post• Photo Post• RHS

Custom Audience best performing

tactic after remarketing

Facebook direct marketing platform is delivering massive scale

#MRKGsummit15 @MerkleRKG

Scaling the Facebook Opportunity

Achieve quick win against

existing Mobile efforts

Establish disciplined approach to optimize

paid social levers

Scale through Custom Audience

program

#MRKGsummit15 @MerkleRKG

Retailer Case Study

• 5 month rollout of Custom Audience campaign for a large retail advertisers w/ average monthly display spend of ~$1.6MM in US

• Scale: 2X increase in average monthly budget over first 5 months

• Efficiency: CA is driving 51% of orders with 42% of the budget

• Overall Performance: Best performing media tactic

41%

31%

28%

Media Budget

51%23%

26%

Orders

94%128%

103%

CPO Index

FB CA

FB STD

Display

CPO Goal

Custom Audiences:

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#1 Source of “New” Visitors to

Nespresso Website

#1 Prospecting Tactic - Facebook

Custom Audiences

Nespresso Overall Results

CRM Custom Audiences

Interest Based

Custom Audiences

CO

ST P

ER O

RD

ER

57

100

43% More Efficient

-43%

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Scaling the Facebook Opportunity

Achieve quick win against

existing Mobile efforts

Establish disciplined approach to optimize

paid social levers

Scale through Custom Audience

program

Use Facebook to inform cross-channel

targeting

#MRKGsummit15 @MerkleRKG

Niche Targeting Program

Leverage precise filtering to target Users attending various Universities

Expose relevant users to marketers ads

When an exposed College Student visits the site, the Google

Remarketing Tag fires; segmenting the customer into the appropriate

Remarketing List

Leverage University Segment Remarketing List for Search

For example, this could be, “User needs internet for

College.”

#MRKGsummit15 @MerkleRKG

Search RLSA

NYC 3 star restaurant

DSP

DMP

Leverage CRM

• “Lapsed Gift Givers CRM File”

• “Upcoming Anniversary”

• “Peretti Purchasers”

CRM

Integrated Audience Planning & Experience

#MRKGsummit15 @MerkleRKG

Key Takeaways

Facebook rapidly transformed from a social platform to an audience platform, establishing the playbook for the industry along the way

1

Leading the industry in building a massively scalable direct marketing platform within the digital ecosystem

2

We see many similarities to Paid Search and expect budgets to continue to flow into their platform. In particular, Facebook is becoming the de-facto Mobile solution

3

Savvy brands and experienced search marketers have an opportunity to create a first-mover advantage

4

#MRKGsummit15 @MerkleRKG

Thank You!

MerkleRKG.com | Merkleinc.com

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