Download - Master Facebook Advertising
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A Crash Course in Facebook Advertising
1. Learning the Rules
2. Playing the game
3. Best Practices
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Across widely different verticals, social advertising drives consumers through varying conversion funnels
The Conversion Funnel
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Target Audience
Impressions
Clicks
Conversions
Reach
CTR
CR
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Plan of Attack Campaign objectives determined by portion of purchase funnel interested in.
1. Acquire
App Installs
Subscriptions
Lead Acquisition
2. Activate
App Engagement
Online Transactions
In-App Transactions
3. Re-engage
Retargeting
Repeat Transactions
Reactivation
Cust
om
er
LTV
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First steps: Create your presence within Facebook
1. Build FB Page 2. Identify Audience 3. Create compelling content
4. Advertise 5. Analyze and adjust
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Creative Best Practices
Creative TextLess than 20%
App UsageStay Relevant
Trigger EmotionRelatable Content
Drive ActionCall to Action
Mobile DevicesUse in Creative
Cause excitement by showing people what they will experience
Too much text in images are seen as inauthentic or impersonal
Include a clear call to action within the first 90 characters
Emotions are triggered by images of real people. things, and situations
Including a picture of the app increases conversion rates
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1. Custom audience/ Look Alike2. Behaviors3. Unified Interests4. Geo5. Gender6. Work
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• CRM Data: essential for finding most relevant audiences – importance of tracking.
• Best Practices: – Generate different affinity percentages (1%, 5%, 10%) and nest
these excluding the custom audiences below it.
– Create audiences based around high value customers (opened app 5 days in row, completed tutorial, purchased.
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Better measurement is KEY for determining success of campaign
Example: By increasing your CTR from .9% to 1.1% while keeping your CPMs stable at $5.00 you will decrease your CPC from $.55 to
$.45
…Identifying the Lifetime Value of your user will allow you to set stable goals
Cost Per Click
Click Through Rate Conversion Rate Cost per Acquisition
Logic Behind Bidding
(1000 x Click Through Rate)
Cost Per Mille
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Creative: Have 1 message that your creative says, test different messages and find the most appealing
Targeting: If CRM data available, use lookalikes based off custom audiences, don’t get lost in the options
Bidding: Be aware of performance’s impact on bidding, react to your CTR’s and CR’s as well as your actual price per action.
Objective: Choose a trackable metric, and know your LTV of the user
Final Tips- 1 Hour to Build
Learning Methodology: Invest rather than spend. Everything you test whether it works or not should give you more information about your brand
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Five Essential Tips For LTV Optimization
Geo Location ALWAYS Matters1
All Days Are Not Created Equal 4
Know When Users Monetize2
Leverage High Affinity Lookalike Audiences
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Target Premium Devices5
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2. Know When Users Monetize
Day 1: 5% ROAS
Day 3: 10% ROAS
Day 7: 20% ROAS
Day X: Profitable
• Understand near term metrics • Analyze your day 1, day 3 and day 7 ROAS• Shorter time frames help more real time
optimizations
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3. Leverage High Affinity Lookalike Audiences
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Lookalike Audiences• Top 4% reach audiences yield the highest quality
users
Audience insights• Increase volume by ~25% with audience insights
based on CRM data • Breakdown custom audiences and fan pages into
targeting groups with high affinity
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4. All Days Are Not Created Equal
Know which days bring the most volume and high quality leads• Weekends have ~50% higher volume & ~10% increase in ROAS• Weekends act like holidays • Sundays are typically best
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5. Target Premium Devices
Test targeting premium Android devices only• Ex. Samsung Galaxy S5, Nexus 5, HTC One
iOS vs. Android • iOS typically leads to higher quality, however premium Android
devices level the playing field
Test Operating Systems (OS) by GEO• Premium Android often wins internationally
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