This document discusses optimizing digital marketing campaigns across multiple channels including Facebook. It provides two case studies: one for a car insurance company seeking online leads, and one for an FMCG company trying to increase its Facebook fans. For both cases, the approach involved setting up tracking, optimization tools, and unified KPI reporting across channels. Key optimizations included testing creatives, targeting, bidding techniques and channels. The car insurance campaign saw an 80% increase in CTR and 70% decrease in CPA with optimizations. The FMCG campaign lowered its cost per Facebook like by 25% with testing. The document outlines 10 takeaways for optimizing performance campaigns including having clear goals, constant testing and optimization, and adapting messages for conversations on

1. Facebook in the cross channel mix
10/10/2013
ForestView is a unit of
Alina Petri,
Country Manager Romania

2. Shelf ->
First Moment of
Truth
Experience ->
Second Moment of
Truth
happy/sad customer
THEN
stimulus
Background
Traditional mental model of acquisition

3. Background
New mental model via online purchase
NOW
Feedback
stimulus
happy/sad customer
• reviews
• ratings
• search
• community
• WoM
• product
comparison
Shelf ->
First Moment of
Truth
Experience ->
Second Moment of
Truth
• Average shopper uses
over 14 sources of
information to make
his/her final decision.
• Younger shoppers use
over 21 sources.
Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012

4. Background
New mental model via online purchase
NOW
Feedback
stimulus
happy/sad customer
• reviews
• ratings
• search
• community
• WoM
• product
comparison
Shelf ->
First Moment of
Truth
Experience ->
Second Moment of
Truth
• Average shopper uses
over 14 sources of
information to make
his/her final decision.
• Younger shoppers use
over 21 sources.
Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012

5. CLICK
Perceived Path to ConversionActual Path to Conversion
SEE BUY
RESEARCH
ENGAGE
In other words, User’s Path To Conversion:
Be there — Every Step of the Path

6. Optimized Use of Facebook in Digital Campaigns
FromTheory to Practice

7. Car Insurance Case Study
Facebook as part of a cross-channel digital campaign

8. The Challenge
Generate online leads and sales in the highly competitive car
insurance market across digital media
Forrester Research 2012
Cross-channel Most Common Marketing
Challenges

9. The approach: Right Data- Right Decisions
The Set Up
• Ad Serving & Tracking for all Media
• Connection to the client’s CRM Data
• Communication Channel Set Up
• Optimization Platforms & Tools
• Creative adaptation per medium
• Unified KPIs Reporting
Cross Channel KPIs Report
Digital Channels
Affiliate Marketing

10. What did we optimise?
Channel Attribution (budget split/channel)
Type of ads
Placement Positioning
Media
Targeting
Interests
Age Groups
Time
Creative
Images
Text
Call to Action
BuyingBidding Techniques

11. Results & Conclusions
 Significant fluctuations in channel performance within a 7-day period
 Arbitrating across all channels can lead to savings up to 30%
Display
better than
Facebook
FV Network Same CPA as Search
Facebook better than
Display
Search better than
Facebook
3-week data

12. Results & Conclusions
+ 80% CTR with new creatives & split testing
- 70% average CPA with Retargeting
- 76% CPA on Facebook
+ 42% increase in conversion rates with New
Landing Pages
+ 10% Leads with less than half the budget
for the second 6-month period

13. FMCG Case Study
Increase Number of Fans on Facebook
- Cost Per Like Campaign -

14. “The biggest ever Frappe delivery / mission”

15. The Challenge
Increase page fans by decreasing the Cost Per Like

16. The approach:
 Use best performing channels
 Use creatives with a “like us on facebook” design
Campaign
Lower
Cost
Per Like
Custom
Solution to track
Like – Unlike
Previous Fans

17. We are planning the biggest frappe*
delivery / mission ever! Help us send
frappe to Greeks abroad with only one
like!
Send one box of Nescafé to one Greek
living abroad with only one like. Become
part of the biggest Frappe mission ever!
*Frappe is considered the national Greek Drink 
Creatives (visuals & messages) tested

18. Creatives (visuals & messages) tested

19. What did we optimise?
 Images
 Text
 Interests
 Age Groups
 Type of ads
 Time
 Banners
 Websites
Daily Monitoring Process

20. 77%
of total likes from
our ad campaign
25%
Lower Cost Per Like
Results & Conclusions

21. 23%
Results & Conclusions
Approx. 20%
more likes on
weekends
37% of likes
by fans aged
18-24 Female
47 % of likes
by fans aged
18-24 Male
54% 23%

22. Success Story

23. What’s next?

24. The 10 Takeaways

25. 1. A minimum CPA does not always mean maximum
ROI.
2. The entire budget on one single channel could be
risky, even if that channel has a low cost per action.
3. DO NOT stop campaigns with high cost per action
NOW, they DO influence results on other channels ->
optimize on channel atribution!
For a performance digital campaign

26. For performance through Facebook
4. Clear campaign objectives (awareness, clicks, fan
acquisition, app installs, etc.)
5. Creative adjusted to the goals (sponsored stories get
the cheapest fans, page post ads bring the cheapest
clicks and the ads from newsfeed have the highest CTR)
6. Use as many creatives as possible for standards and
like ads.

27. For performance through Facebook
7. Use very specific target features [demographics,
socials, interest]; split target in clusters -> optimize
within each cluster.
8. Test [ types of ads, targeting options, placements,
retargeting tools] -> Use optimizations tools
9. Constantly monitor and optimize
10.Adapt messages! It should start real conversations
between people!

28. DEFINE
CLEAR
GOALS
MONITOR TEST
OPTIMIZE
Performance – the big picture

29. Yes, Performance Exists in Social
Media!
Thank You!

30. alinap@forestview.eu
www.forestview.eu
Find us in Social Media:
Find us at Stand 67 