once you track, you never go back: becoming a success story on facebook
DESCRIPTION
Through a series of case studies, Magda Maragkoudaki, ForestView's Performance Marketing Director, explains the steps that are required in order to optimize your performance on Facebook and become a success story. This presentation was delivered at the AllThingsFacebook conference in Athens, on November 25, 2013, which included speakers by Facebook, Econsultancy, DraftFCB, OgilvyOne & ThinkDigital.TRANSCRIPT
Once You Track, You Never Go Back
Magda Maragoudaki, ForestView _AllThingsFacebook ‘13 @ Athens, November 25th 2013
#atfb13
#atfb13
Today We’ll See:
ForestView Success Stories
Data Tracking & Optimization
Data Tracking & Optimization
#atfb13
#atfb13
What Can You Track Via Facebook?
Within Facebook
Outside Facebook
Page Likes Engagement
Post Likes Post Shares
Post Comments Photo Views Video Plays
Game Played
Leads Subscriptions
Sales Mobile App Installs
Mobile App Engagement
#atfb13
What Can You Optimize? Placements RHS - News Feed - Mobile News Feed
Ad Formats Standard Ads - Sponsored Stories - Page Post Ads
Devices Desktop - Mobile phones - Tablets - Models
Audiences Gender - Age - Location - Family Status - Interests Retargeting - Custom/Lookalike Audiences
Other Bidding Type - Time & Day
Ads Image - Text - Video - Photo - CTA - Destination URL
#atfb13
So, For An Effective Campaign…
Collect & Analyze Site & Campaign Data
Define Your KPIs
Don’t Be Afraid To Test & Optimize
ForestView Success Stories
#atfb13
#atfb13
Coca-Cola Connect
#atfb13
The Objective
“Increase Our Fanbase Maximize Engagement”
#atfb13
How We Did It
Targeting Different Audiences
Testing Multiple Ad Formats
Optimizing Campaigns Daily
#atfb13
Targeting Different Audiences
Non-fans Fans & Friends Of Fans
Focus on 15-24 y.o.
#atfb13
Testing Multiple Ad Formats
#atfb13
Testing Multiple Ad Formats
#atfb13
But Most Importantly
Insightful Reporting
Daily, Weekly & Monthly Evaluation Of Results
Campaign Optimization Based On Results vs. KPIs
Data Sharing Between All Parties Involved
Teamwork At Its Best!
#atfb13
The Results
+27% Fan Increase in 2.5 months
1.2m Total Page Engagement
3 Actions/User on average
70% of Actions on Desktop Newsfeed
11% of Actions via Mobile
20K+ Incremental Visits to external
Coca-Cola properties
#atfb13
You.gr Mobile Application
#atfb13
The Objective
“Reach Our Consumers Via Mobile Generate Installs Of Our New User-
friendly Application”
#atfb13
Implementation
Mobile App Install Ads on News Feed
Demographic & OS Targeting
Driving Directly To App Store (iOS)
#atfb13
The Results
33% Higher CTR compared to standard mobile ads
28% Average Click-To-Install Rate
4.200+ App Installs in 3 months
#1 in the Free Apps & Lifestyle Categories of the Greek App Store in first 2 weeks
#atfb13
MelinaMay.com
#atfb13
The Objective
“Boost Sales Lower CPC & Cost Per Action
Improve ROI”
#atfb13
The Solution
Facebook Retargeting
#atfb13
The Solution
#atfb13
How We Did It
Segmenting Customers Into Categories
Testing Multiple Retargeting Ads
Optimizing Campaigns Daily
#atfb13
Segmenting Customers Into Categories
Gender Product Categories Visited Behaviour i.e. Cart Abandonment
Based on:
#atfb13
Testing Multiple Retargeting Ads
#atfb13
Optimization Is Key
Add New Images & Texts Regularly
Test High converting Product Categories
Campaign Reporting & Evaluation Of Results
CPA Optimization so it makes sense to our business
#atfb13
The Results
55.8% CPA Decline in just 6 weeks
38% Lower CPA vs. other retargeting campaigns
3.6% Conversion Rate – 1.467% higher than
other retargeting campaigns!
12x Incremental View-Through Conversions
Once You Track, You Never Go Back!
#atfb13
#atfb13
Come & Play @ ForestView’s booth to win your own Facebook Retargeting campaign!