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A presentation about Facebook's effectiveness as a direct response marketing tool. Facebook distributed the presentation to is preferred marketing developers so they could show it to their clients.
A presentation about Facebook's effectiveness as a direct response marketing tool. Facebook distributed the presentation to is preferred marketing developers so they could show it to their clients.
A presentation about Facebook's effectiveness as a direct response marketing tool. Facebook distributed the presentation to is preferred marketing developers so they could show it to their clients.
Source: eMarketer, US , July 2013 Radio Television Digital Mobile !"#$ !"&$ '$$$ '$!$ The path-to-purchase is complex Are you reaching them where they are converting? start shopping on one device and continue on another
&() Source: comScore/PayPal Reaching the Connected Consumer Custom Surveys, Oct 2013 Reach more of the right people Make insightful decisions Drive action across devices The power of Facebooks direct response solution Reach more of the right people Reach people otherwise unreachable Source: *Quarterly estimated based on monthly search query volume from Google Keyword Tool, April 16, 2013, ** (Q4 2012 estimate) Nate Herman, Vice President, American Apparel & Footwear Association, *** Gartner, Feb 2013, Gartner Says Worldwide Mobile Phone Sales Declined 1.7 percent in 2012, ***Aggregate Knowledge, Q4 2102 Search represents a fraction of purchase intent
Shoes in the US (in millions, Q4-2012) 115 Searches* 784 Purchased** *#) of people reached via ads were reached exclusively through Facebook*** Case study: Success from leading retailer Facebook makes search work even harder Source: Kenshoo Facebook Advertising Boosts Paid Search Performance, Nov 2013; study commissioned by Facebook +$) higher return on ad spend '*) increase in AOV () higher paid search CTR *,#) drop in CPA Reach all of the people who matter to you Source: Facebook US internal data, Sept 2013 High-quality reach !-$. monthly active users US !*&. mobile monthly active users US !$*. mobile daily active users US Incredible scale on mobile Source: US Mobile Total Monthly Minutes, comScore, September 2013 Where they are most engaged Use data to reach more of the right people Facebook data Interests Behaviors Connections Location Demo Your data Custom Audiences Past purchasers Highest LTV customers Members of loyalty programs Third-party data Partner categories Source: Nielsen OCR, August 2013 -") accurate +-) The average online reach for narrowly targeted campaigns is accurate The average Facebook reach for narrowly targeted campaigns is Reach real people with accuracy Facebook Targeting Core Audiences Lookalike Audiences Custom Audiences Sophisticated targeting with unsurpassed accuracy Reach the people you already know Find more people like your best customers Use Core Audiences to segment your audience Online and ofine sources Targeting types Location Interests Demographics Partner Categories Sample segments Age and gender Engaged gamer Interested in shopping Living in Chicago Android phone user Behaviors Matched targets Email addresses Phone numbers, iOS IDFAs Facebook User IDs, App User IDs People you know Direct or through third-party People from your website People from your mobile app Facebook People you know on Facebook Custom Audiences Reach your specic customers or prospects at scale Lookalike Audiences Find people who look like your customers and prospects and people who look like them Fans of your Page Website visitors Mobile app customers People you know 8/21/13 Flagged with cookie Visits website Visits Facebook Person recognized by cookie, bid placed, and ad served Facebook Exchange (FBX) Dynamic remarketing on desktop 9/16/13 Drive action across devices Put your products at the center of the experience !*/ People check News Feed per day Source: IDC, Always Connected, March 2013 In-stream and native 1 Designed for action 2 Optimized for conversion 3 VS Third-party ad Center of the engagement Formats that are large, visual and in-stream Designed for action Page post link ads now with CTAs Entire image is clickable Offers the highest amount of real estate to get people to click on your ad Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download Designed for action Mobile app install and engagement ads Customer discovery and acquisition Retention, engagement and conversion Optimized for conversion Website and mobile app conversions with oCPM and CPA Make insightful decisions Current measurement challenges Key challenges Data is fragmented across devices Measurement solutions rely on proxies Optimization is difcult due to fragmented data Facebook solutions Cross-device: Facebook measures cross-device behavior Accurate: Facebook measures real people, not proxies Actionable: Facebook tracks performance against goals As a fully cross-device platform, Facebook enables businesses to accurately track conversions Measure results across devices Conversion pixel SDK Third-party measurement Reach more of the right people Make insightful decisions Drive action across devices Core Audiences Custom Audiences Lookalike Audiences Facebook SDK Conversion pixel Mobile app ads Page post link ads 3 rd party measurement Facebooks complete direct response solution oCPM / CPA Summary How Facebook drives effective direct response marketing ! Reach more of your customers and prospects with Custom Audiences and Lookalike Audiences ' Capture attention and drive conversions across devices with direct response ad units in News Feed and optimized bidding + Make insightful decisions with the Facebook conversion pixel and SDK Getting started with driving website conversions Setting up a campaign ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Objectives in ad create tool and Power Editor ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Acquire new customers with Core Audiences Purchase based* Psychographic Geographic Intent/interest Demographic Lifestyle/life-stage Cross-sell and upsell with Custom Audiences ! Download your ad account in Power Editor ' Upload your lists (email, phone, etc.) or select visitors of your website or mobile app. + Save your Custom Audience * Include or exclude your Custom Audience in targeting # Layer Core Audiences for further segmentation Expand reach with Lookalike Audiences ! Select your existing Custom Audience and click Create Similar Audience ' Choose which country you want to target + Select whether you want to optimize for similarity or greater reach * Access your Lookalike Audience in 6-24 hours # Layer Core Audiences for further segmentation ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Creative and messaging Use powerful imagery Use succinct messaging that promotes action Take your audience to where they want to land Keep ads fresh by updating creative on a regular basis ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Placements News Feed Right Column 10/29/13 Page Post Link Ads Entire image is clickable Offers the highest amount of real estate on desktop and mobile to get people to click on your ad Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download Ad format optimized to drive offsite conversions RETAIL / ECOMMERCE ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Optimize your bidding around campaign goals You value You pay for We optimize for Best practice Cost per mille (CPM) Impressions Impressions Impressions You care about showing your ad; can work well if micro- targeting an audience even if you only value clicks Cost per clicks (CPC) Clicks Clicks Clicks A basic strategy for performance advertisers.
Clicks include likes, shares and comments. Optimized CPM (OCPM) Conversions Impressions Conversions If you care about a trackable action, you should use OCPM Determine how much to bid for your ad Bid your true value: for every ad you run, you should consider your advertising objective and bid the maximum amount youre willing to pay for that objective
Example of prot maximization: Prot: $5 Click to conversion rate: 2% Optimal bid for prot maximization: $0.10 CPC ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Measurement tools Conversion pixel SDK Getting started with mobile app ads Setting up a campaign ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Objectives in ad create tool and Power Editor ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Acquire new app users with Core Audiences Psychographic Geographic Interests / intent Demographic Device Operating System Expand reach with Lookalike Audiences ! Select your existing Custom Audience and click Create Similar Audience ' Choose which country you want to target + Select whether you want to optimize for similarity or greater reach * Access your Lookalike Audience in 6-24 hours # Layer Core Audiences for further segmentation Drive conversions with Custom Audiences ! Download your ad account in Power Editor ' Upload your lists (email, phone, etc.) or select visitors of your website or mobile app. + Save your Custom Audience * Include or exclude your Custom Audience in targeting # Layer Core Audiences for further segmentation ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Creative and messaging Use powerful imagery Use succinct messaging that promotes action Take your audience to where they want to land Keep ads fresh by updating creative on a regular basis ! Dene your marketing objective ' Targeting + Creative and messaging * Ad units # Bid optimization & Measurement and attribution Ad units that drive installs and engagement Mobile app install ads Mobile app engagement ads Page Post Link Ads Entire image is clickable Offers the highest amount of real estate on mobile to get people to click on your ad Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download Ad format optimized to drive offsite conversions RETAIL / ECOMMERCE Page post link ad Page post link ad with call-to-action buttons ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Optimize your bidding around campaign goals You value You pay for We optimize for Best practice Cost per clicks (CPC) Clicks Clicks Clicks A basic strategy for performance advertisers. Clicks include likes, shares and comments.
Available for installs and engagement Optimized CPM (OCPM) Conversions Impressions Conversions If you care about a trackable action, you should use OCPM
Available for installs Cost per action (CPA) Installs Installs Installs When available, CPA is likely the best bidding option for you
Available for installs Determine how much to bid for your ad Bid your true value: for every ad you run, you should consider your advertising objective and bid the maximum amount youre willing to pay for that objective
Example of prot maximization: Prot: $5 Click to conversion rate: 2% Optimal bid for prot maximization: $0.10 CPC ! Dene your marketing objective ' Targeting + Creative and messaging * Placements and ad units # Bid optimization & Measurement and attribution Measure what matters with Facebook SDK and third-party partners Facebook Measurement Partner Both Measure ROI and LTV on mobile app ad campaigns Measure advertising performance Measure app events Deeply integrate with Facebook social features
Compare cross channel ad spend Try out a Preferred Marketing Developer to optimize at scale A community of best-in- class developers focused on making social marketing easier and more effective *#0 countries Manage large amounts of ads and accounts Use advanced features not available in Ads Manager Manage ads across marketing channels Daily bidding and creative optimization Day part www.facebook.com/PMD Source: Country updated as of October 2013
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