Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
Social Paid: Facebook Advertising Strategy
Digital Academy Training
November 2016
Alex Mari
CEO at Fennex AG
Adjunct Profe...
Importance of Facebook
Page 2
Digital marketing spending must be aligned with users’ media consumption habits
Marketers to...
Facebook company evolution
Page 3
From ‘Text’ to ‘Virtual Reality’. In 2014, FB passed YouTube for desktop video views
Gra...
Social Media Advertising Spend (US)
Page 4
Social Advertising spend on mobile is growing overproportionally
Rank: Affinity...
Facebook Zero Organic Reach
Page 5
Average organic reach declined from 12% in Oct’13 to 6% in Feb’14
“Brands are wasting m...
Converged Media
Page 6
Facebook represents an owned, paid and earned media for most global brands
CTR for sponsored posts ...
Fan Page & Facebook Insight
Page 7
Use FB Insights to track interactions on your FB page and optimize performance
Monitor ...
Fan Page & Facebook Insight
Page 8
Review the performance of posts to identify KSFs in content creation & management
Use t...
Agenda: Creating the perfect ad
Page 9
Perfect Ad
Right Format
Right Context
Right Journey
Right Audience
1
2
3
4
Alex Mar...
1. Right Format
Communication Objectives
Page 11
Choose among 12 communication objectives and select the desired ad format
Effectiveness o...
Create a Facebook ad – (1) Creative
Page 12
Enter a campaign name, write a headline, select creative assets and CTA
Mobile...
Create a Facebook ad – (2) Audience
Page 13
Use all the needed demographic, psycographic and behavioral targeting options
...
Create a Facebook ad – (3) Bidding
Page 14
Align your campaign bidding option to your communication goals
Alex Mari (2017)
Direct to fan, Suggested and Social posts
Page 15
Alex Mari (2017)
Campaign structure
Page 16
Campaign Goal: ‘Drive traffic to a website’; Ad set: ‘woman’ vs. ’men’ target
Each of the Ads m...
Creating an engaging ad with impact
Page 17
Which creative elements matter?
Source: https://facebook.com/business/ads-guid...
Creating an engaging ad with impact
Page 18
Emotional or product centered ad? Find balance between branding and efficiency...
New Ad Format - Canvas
Page 19Source: https://canvas.facebook.com
Alex Mari (2017)
New Ad Format - Lead
Page 20
Note: remember to clarify to the user why they should share personal information
Alex Mari (2...
New Ad Format - Lead
Page 21
Act immediately on collected leads to guarantee a real-time experience and higher conversion
...
2. Right Audience
Target Audience – Facebook Core Data
Page 23
Some relevant segments:
• Liked a fan page/brand
• Works for a company/positi...
Target Audience – Social
Page 24
Friend connected to
your Fan Page
Friend liked on a post
from your Fan Page
Friend commen...
Target Audience – Social
Page 25
Smart referral programs automatically generate incremental word-of-mouth
Example of behav...
Targeting – Advanced features
Page 26
Use owned past data to target prospects before personal & psychographic variables
Ex...
Targeting – Custom Audience Alex Mari (2017)
Targeting – Looalike Audience
Page 28
Facebook finds users who are similar to those in your database
Increase the potentia...
Targeting – Re-targeting (Pixel)
Page 29
Re-targeting is a powerful tool to reach users previously exposed to your brand
E...
Targeting – Website Custom Audience (WCA)
Page 30
Combine Re-targeting and Lookalike audiences to reach scale
Segment your...
Targeting – Dynamic Product Ads (DPA)
Page 31
Make sure your catalog contains: Product ID, Description, Price, Availabilit...
Targeting – Dynamic Ads for Retail
Page 32
Campaigns can dynamically showcase products available in the nearest shop
– Loc...
Targeting – Buyer Interests Technique (Manual)
Page 33
Study the interest of your niche (based on ‘likes’) in their person...
3. Right Journey (Optimization)
Consumer journey
Page 35
Plan different messages for different audiences to increase conversion rate
Never forget the diff...
Metrics
Page 36
KPIs should be always connected to the initial communicaiton goal
Set realistic objectives based on real d...
Measuring conversions
Page 37
Alex Mari (2017)
Facebook Power Editor
Page 38Source: https://www.facebook.com/ads/manage/powereditor
Key benefits:
o Save time by mass-edi...
Facebook Power Editor
Page 39
GOD COMPLEX APPROACH
Focus on planning & strategy to create the
perfect ad. Classic way a tr...
Test and optimize a campaign
Page 40
Create customized reports with Power Editor to review the ads performance
Test call-t...
Ad Espresso for A/B testing
Page 41
Create, analize and optimize your campaign in one place
Alex Mari (2017)
ROI varies by Country, Bidding Method, Ad Format
Page 42Source: Salesforce Marketing Cloud, Social.com Advertising Benchma...
4. Right Context
1:1 relationships at scale
Page 44
Deliver the right message in the right channel considering time, location, and device
U...
Organic Post Targeting
Page 45
Norrow the potential News Feed audience to reach segments of your fan base
Schedule the pub...
Unpublished Posts
Page 46
Unpublished page posts will not appear in your Fan Page news feed
You can sponsor (boost) unpubl...
Social Media Dashboard for interactions planning
Page 47
Hootsuite allows you to plan, monitor and react to conversations ...
Ongoing Campaign Optimization
Page 48
Perfect Ad
Right Format
Right Context
Right Journey
Right Audience
1
2
3
4
New ad fo...
Social Paid: Facebook Advertising Strategy
Digital Academy Training
November 2016
Alex Mari
CEO at Fennex AG
Adjunct Profe...
Próxima SlideShare
Cargando en…5
×

Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

643 visualizaciones

Publicado el

Digital Academy Training
Importance of Facebook; Social Media Advertising Spend; Facebook Algorithm (EdgeRank) and Organic Reach; Converged Media; Fan Page and Facebook Insight; Creating the perfect ad (right format, right audience, right journey stage; right context).

Publicado en: Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

  1. 1. Social Paid: Facebook Advertising Strategy Digital Academy Training November 2016 Alex Mari CEO at Fennex AG Adjunct Professor of Digital Marketing at IUG Founder of BrandMate alexmari@fennex.io linkedin.com/in/alexmari @mariketing
  2. 2. Importance of Facebook Page 2 Digital marketing spending must be aligned with users’ media consumption habits Marketers to find balance between engagement, acquisition & retention activities Alex Mari (2017)
  3. 3. Facebook company evolution Page 3 From ‘Text’ to ‘Virtual Reality’. In 2014, FB passed YouTube for desktop video views Graph Search, AutoPlay Videos and Message Bots are shaping our social experience According to Cisco, video will represent 80% of all consumer-based Internet traffic by 2019. Alex Mari (2017)
  4. 4. Social Media Advertising Spend (US) Page 4 Social Advertising spend on mobile is growing overproportionally Rank: Affinity with viewing user, post’s popularity (weight) and novelty of content (decay) Source: Business Insider EdgeRank is the name commonly given to the algorithm that Facebook uses to determine what posts should be displayed in a user's News Feed. Mobile advertising makes up more than three quarters of the Facebook group’s ad revenue (source: FT). Alex Mari (2017)
  5. 5. Facebook Zero Organic Reach Page 5 Average organic reach declined from 12% in Oct’13 to 6% in Feb’14 “Brands are wasting money on Facebook and Twitter” - Forrester (2014) Fact: Only 4% of users ever go back on a liked Fan Page Source: Social Ogilvy Large Fan Pages faced a significant decline in organic reach – now at around 2% Alex Mari (2017)
  6. 6. Converged Media Page 6 Facebook represents an owned, paid and earned media for most global brands CTR for sponsored posts in the news feed is 46x higher than those on the right-hand side SPONSORED FRIENDS MARKETPLACE Source: Altimeter Alex Mari (2017)
  7. 7. Fan Page & Facebook Insight Page 7 Use FB Insights to track interactions on your FB page and optimize performance Monitor your competitors’ activity, engagement and audience growth using ‘Pages to Watch’ Alex Mari (2017)
  8. 8. Fan Page & Facebook Insight Page 8 Review the performance of posts to identify KSFs in content creation & management Use the ‘Publishing tool’ feature to schedule your posts and build a conversational calendar Alex Mari (2017)
  9. 9. Agenda: Creating the perfect ad Page 9 Perfect Ad Right Format Right Context Right Journey Right Audience 1 2 3 4 Alex Mari (2017)
  10. 10. 1. Right Format
  11. 11. Communication Objectives Page 11 Choose among 12 communication objectives and select the desired ad format Effectiveness of the headline, message and image should be evaluated for each ad variant Source: https://facebook.com/business/ads-guide Alex Mari (2017)
  12. 12. Create a Facebook ad – (1) Creative Page 12 Enter a campaign name, write a headline, select creative assets and CTA Mobile, Desktop News Feed? Right Column? Photo, Video, Carousel, Canvas? Instagram? Alex Mari (2017)
  13. 13. Create a Facebook ad – (2) Audience Page 13 Use all the needed demographic, psycographic and behavioral targeting options Audience definition section describes how narrow or broad the selected target is Alex Mari (2017)
  14. 14. Create a Facebook ad – (3) Bidding Page 14 Align your campaign bidding option to your communication goals Alex Mari (2017)
  15. 15. Direct to fan, Suggested and Social posts Page 15 Alex Mari (2017)
  16. 16. Campaign structure Page 16 Campaign Goal: ‘Drive traffic to a website’; Ad set: ‘woman’ vs. ’men’ target Each of the Ads might have a different image + message + CTA + link combination Alex Mari (2017)
  17. 17. Creating an engaging ad with impact Page 17 Which creative elements matter? Source: https://facebook.com/business/ads-guide Alex Mari (2017)
  18. 18. Creating an engaging ad with impact Page 18 Emotional or product centered ad? Find balance between branding and efficiency. o Don’t create a one-size-fits all type of ad. Effectiveness of headline, message or image should be evaluated for each variant. o Avoid logo-only images. Try to show product-in-use or images that illustrate the ad’s offer as they tend to drive more engagement. o Add Call-to-Action text like “Sign up now to save 50%”. This tends to work better than generic calls to action like “learn more”. o Include end date in promotional ads to drive sense of urgency. Costperconversion Emotional: 2X more expensive than product-centered Source: interrnal data Alex Mari (2017)
  19. 19. New Ad Format - Canvas Page 19Source: https://canvas.facebook.com Alex Mari (2017)
  20. 20. New Ad Format - Lead Page 20 Note: remember to clarify to the user why they should share personal information Alex Mari (2017)
  21. 21. New Ad Format - Lead Page 21 Act immediately on collected leads to guarantee a real-time experience and higher conversion Alex Mari (2017)
  22. 22. 2. Right Audience
  23. 23. Target Audience – Facebook Core Data Page 23 Some relevant segments: • Liked a fan page/brand • Works for a company/position • Studies in a field/University • Recently moved in a city Alex Mari (2017)
  24. 24. Target Audience – Social Page 24 Friend connected to your Fan Page Friend liked on a post from your Fan Page Friend commented on a post from your FP Friend shared a post from your Fan Page Target ads to Friends of Fans and/or exclude existing Fans to increase communication appeal Ad Recall for Social is 55% grater than Non-Social Ads (Nielsen) Alex Mari (2017)
  25. 25. Target Audience – Social Page 25 Smart referral programs automatically generate incremental word-of-mouth Example of behavioral targeting (likes) combined with social ads Alex Mari (2017)
  26. 26. Targeting – Advanced features Page 26 Use owned past data to target prospects before personal & psychographic variables Explore all the targeting opportunities to get as granular as you can Alex Mari (2017)
  27. 27. Targeting – Custom Audience Alex Mari (2017)
  28. 28. Targeting – Looalike Audience Page 28 Facebook finds users who are similar to those in your database Increase the potential reach and capture new customers in addition to targeting past user Choose the size of your audience and target country. A smaller audience will have more similarities with your source customer group. A larger audience will be less precise, but will offer you more reach. Source: https://www.facebook.com/business/a/lookalike-audiences Note: You need to have at least 100 people in your source customer group to create a Lookalike Audience. Alex Mari (2017)
  29. 29. Targeting – Re-targeting (Pixel) Page 29 Re-targeting is a powerful tool to reach users previously exposed to your brand Explore all the action tracking opportunities. Go beyond ‘lead’ or ‘make purchase’ actions Source: https://www.facebook.com/ads/manager/pixel Alex Mari (2017)
  30. 30. Targeting – Website Custom Audience (WCA) Page 30 Combine Re-targeting and Lookalike audiences to reach scale Segment your website audience depending on the visited product and category pages Alex Mari (2017)
  31. 31. Targeting – Dynamic Product Ads (DPA) Page 31 Make sure your catalog contains: Product ID, Description, Price, Availability. 1. Upload your product catalogue. Note: Business Manager account required; 2. Add FB pixel to your website (or the SDK to your app); 3. Set up Dynamic ads in Power Editor (advertise across FB, Instagram & Audience Network); 4. Review reports to play tactically and optimize sales. Alex Mari (2017)
  32. 32. Targeting – Dynamic Ads for Retail Page 32 Campaigns can dynamically showcase products available in the nearest shop – Local availability: An availability indicator on the ad shows people that a product is available at a shop near them, and the store locator makes it easy for people to get directions. – Product summaries: Advertisers can use Facebook-hosted product summaries to give potential shoppers the information they need without leaving the Facebook app. – Different actions: Product summaries include ways for people to take actions such as contacting the nearest shop, buying online or saving the product for future reference. – Similar products: Similar products available at the nearest shop are featured so that people can browse the aisles directly from their phone. Alex Mari (2017)
  33. 33. Targeting – Buyer Interests Technique (Manual) Page 33 Study the interest of your niche (based on ‘likes’) in their personal public profiles Add the relevant Fan Pages to Audience Insights (Power Editor) to create a new audience Source: https://www.facebook.com/ads/audience-insights/ Note: Only pages <20k fans are usually considered by Audience Insights Alex Mari (2017)
  34. 34. 3. Right Journey (Optimization)
  35. 35. Consumer journey Page 35 Plan different messages for different audiences to increase conversion rate Never forget the difference between Fans and Brand Lovers Alex Mari (2017)
  36. 36. Metrics Page 36 KPIs should be always connected to the initial communicaiton goal Set realistic objectives based on real data (e.g. Optimal CTR: 0.11% - 0.16%) Source: https://www.facebook.com/business/ads-guide Alex Mari (2017)
  37. 37. Measuring conversions Page 37 Alex Mari (2017)
  38. 38. Facebook Power Editor Page 38Source: https://www.facebook.com/ads/manage/powereditor Key benefits: o Save time by mass-editing ads and Page posts across campaigns and creating ads in bulk. o Optimize from the tool by sorting ads by key stats and performance. o Save time by copying and pasting ad and campaign data from Power Editor to Excel. o Much faster than the traditional Facebook Adv system although not completely user-friendly Software that allows you to quickly duplicate all Facebook Ads variation sets by pressing a single button. You can create hundreds or thousands of similar ads with tiny variations (ex. Target that like ‘Gucci’ vs. ‘Prada’). This helps you to experiment your creative by doing an A/B/C/D etc. test and to find combinations that are going to drive the best result. Alex Mari (2017)
  39. 39. Facebook Power Editor Page 39 GOD COMPLEX APPROACH Focus on planning & strategy to create the perfect ad. Classic way a traditional company/advertising agency would work. This requires a lot of investment and sometimes it’s even tested offline! TRIAL & ERROR APPROACH Focus on creating as many relevant ads variations as needed, test them out, see what works best and create other tests based on the first results. For example, taking CPM/CPC into account. VS. Imagine you want to test 10 different titles, 10 visuals, 10 variations of copy, and 10 different targeting settings (e.g. location, age, gender) You have just created 10.000 variations of the same ad! Alex Mari (2017)
  40. 40. Test and optimize a campaign Page 40 Create customized reports with Power Editor to review the ads performance Test call-to-action options: Shop Now, Book Now, Learn More, Sign Up, Download, Watch More, Contact Us, Apply Now, and Donate Now. Source: https://www.facebook.com/business/ads-guide Alex Mari (2017)
  41. 41. Ad Espresso for A/B testing Page 41 Create, analize and optimize your campaign in one place Alex Mari (2017)
  42. 42. ROI varies by Country, Bidding Method, Ad Format Page 42Source: Salesforce Marketing Cloud, Social.com Advertising Benchmark, Q1 2015 Alex Mari (2017)
  43. 43. 4. Right Context
  44. 44. 1:1 relationships at scale Page 44 Deliver the right message in the right channel considering time, location, and device Use FB as your own communication platform to reach your audience real-time in context Key Paid Strategies: o Re-targeting from website (WCA) o Custom audience (email, phone) o Real-time & Contextualized ads o Audience Lookalike Alex Mari (2017)
  45. 45. Organic Post Targeting Page 45 Norrow the potential News Feed audience to reach segments of your fan base Schedule the publishing and the distribution of your posts based on your audience’s habit Alex Mari (2017)
  46. 46. Unpublished Posts Page 46 Unpublished page posts will not appear in your Fan Page news feed You can sponsor (boost) unpublished posts to attract non-fans Alex Mari (2017)
  47. 47. Social Media Dashboard for interactions planning Page 47 Hootsuite allows you to plan, monitor and react to conversations real-time Alex Mari (2017)
  48. 48. Ongoing Campaign Optimization Page 48 Perfect Ad Right Format Right Context Right Journey Right Audience 1 2 3 4 New ad formats Evolving targeting options Changing consumer behavior Unifying data sources Alex Mari (2017)
  49. 49. Social Paid: Facebook Advertising Strategy Digital Academy Training November 2016 Alex Mari CEO at Fennex AG Adjunct Professor of Digital Marketing at IUG Founder of BrandMate alexmari@fennex.io linkedin.com/in/alexmari @mariketing

×