Find out how to use custom audiences of Facebook to drive 10x improvements in your customer acquisition strategy. This deck goes into depth on how you can setup Facebook's custom audiences product for your audience and use page post engagement ads to sow the seeds of a novel strategy. This deck was prepared by Andy Artz, Partner at Social Capital. See www.socialcapital.com for more about us.
4. Hi, I’m Andy Artz
Partner @ Social Capital
Head of User Acquisition
We invest in transformative
ideas with global impact to
fundamental human needs
VP @ OMGPOP
Analytics & Finance
Real-time Multiplayer
Social & Mobile Games
5. Are you ready to test spend?
• You already have some traffic & customers
• You have a working product
• You can service more customers
• Note: this is not a substitution for organic
efforts!
14. Pick a scalable platform
• The purpose of your first $X should be to
to prove out the viability of a channel
• If it works, you can pour more $ in based
on your learnings
• Avoid one-offs and things that you don’t
have control over (e.g. buying a billboard)
18. It takes 50-100K
installs in 24 hours to
penetrate the Top 10
on iOS. The plus is
organic discovery.
Incentivized networks
charge ~$1-2 per
install
App store charting & bursting
19. How charting works
Done well, spending ~$2K per day on incent
traffic can yield 0.5x-1x organic lift on iOS
20. Popular keywords are $$$
It is unlikely that your product’s v1.0 LTV can
compete with their v10.0 LTV
21. IP-based geo-targeting ≠ great
We compared users’
GPS location from 1st
app open to determine
what % were within
targeted city limits
~40%+
inaccuracy
Mobile
ad network
23. 4 core concepts for today:
1. Setup the proper tracking
2. Study your audience
3. Prime your audience [with content]
4. Convert your primed audience
53. Recap:
You now have placed your
custom audience pixel on your
earned media.
When you send traffic to that
short URL, you are planting the
seeds of your custom audience
54. Next - drive traffic to your site
from your FB page
55. Create a hidden post from your
FB page in FB power editor
using the snip.ly URL
56.
57.
58.
59. Now boost the post using a
Page Post Engagement ad
targeting your Lookalike 1%
60.
61. Why should you boost posts?
1. Your historical traffic flow is small
and you want to grow it
2. You want to target a new niche not
reflected in your current traffic
3. You accrue organic reach to your
page
4. You can access cheaper CPM / CPC
62. Boosted post results
Page CPC (Link) CTR (Link)
Fund Your Dreams $1.12 0.88%
Ledge $1.95 0.38%
FYD +/- 0.6x 2.3x
Demo CPC (Link) CTR (Link)
Male 22-35 $1.04 0.96%
Female 22-35 $1.56 0.56%
Male +/- 0.7x 1.7x
63. Boosted post results
Page CPC (Link) CTR (Link)
Fund Your Dreams $1.12 0.88%
Ledge $1.95 0.38%
FYD +/- 0.6x 2.3x
Demo CPC (Link) CTR (Link)
Male 22-35 $1.04 0.96%
Female 22-35 $1.56 0.56%
Male +/- 0.7x 1.7x
64. 4 core concepts for today:
1. Setup the proper tracking
2. Create derivative audiences
3. Prime your audience [with content]
4. Convert your primed audience
73. This test was run with $2500 in
spend…which is the free credits
you got to start
74. Refinements
1. Use the learnings from page post engagment ads to
refine content choice, copy, and targeting to maximize
CTR/minimize CPC. Likes, comments, shares help to
get organic reach. You need organic lift on page posts
to make this work.
2. Because the cost of priming adds a fixed cost to your
primed conversions but gives you a 4x multiplier – you
have to find the sweet spot where the multiplier effect
in increased conversion rate outweighs the cost of
priming. For a detailed calculator download the excel
here: https://s23p.box.com/FBPrimingCalculator
76. Earned Media
Pixel
Branded FB Page
Owned Media
Snip.ly / Redirect
Unbranded FB Page
Page Post Engagement
Conversion Ad
Custom Audience
Branded FB Page
77.
78. You can find this talk at:
socialcapital.com/artifacts
Editor's Notes
----- Meeting Notes (10/11/15 21:01) -----
We are big fans of the Launch team and fund XXX
----- Meeting Notes (10/11/15 21:05) -----
There's a lot of great talks focusing on organic strategies and I encourage you to think about this as a separate test bed to augment your traffic not the sole source in of itself
----- Meeting Notes (10/11/15 21:05) -----
They just released a new way to poll users
----- Meeting Notes (10/11/15 21:14) -----
Access to better CPAs based on scale