3 biggest facebook advertising mistakes - facebook advertising tips and strategies
Facebook Advertising Best Practices
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Transcript of Facebook Advertising Best Practices
2
Keys to Success
3
Facebook has Lots of Ad Inventory
Source: Comscore May 2011
Facebook Yahoo! Microsoft -
50,000,000,000
100,000,000,000
150,000,000,000
200,000,000,000
250,000,000,000
300,000,000,000
350,000,000,000
400,000,000,000
Q1 2011 Impressions
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The Click Conundrum
Source: Webtrends Feb 2011, Kenshoo Social July 2011
People on Facebook Are Busy Connecting, Not Clicking
Average Display CTR0.10 %
Average Facebook CTR0.05 %
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The Impression Issue
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Monitor Social KPIs
Social Impressions
Likes
Fans
PurchasesRevenue
Shares
CTRCPC
Conv Rate
Cost
Clicks
Share of Voice
Connections
TweetsRetweets
Churn
Follows
AOV
Impressions
Revenue/Click Leads
Mentions
RSVPs
UniquesROI
CPL
CPF
CPA
CPM
Video ViewsDownloads
Reach
Social Reach
Engagements
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Automate KPI Reporting
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Keys to Success
Set an Attribution Model to Reflect the True Value of Each Engagement
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
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Leverage automated advertising tracking systems to report and act on all consumer touchpoints prior to purchase
Set an Attribution Model to Reflect the True Value of Each Engagement
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
10
60%25%10%5% (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Set an Attribution Model to Reflect the True Value of Each Engagement
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
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40%10%10%40%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
(Last Click)
Set an Attribution Model to Reflect the True Value of Each Engagement
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
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25%25%25%25% (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Set an Attribution Model to Reflect the True Value of Each Engagement
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
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0%0%0%100% (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution
Last Click Attribution Undervalues FB Performance
• First Only
• Prefer First
• Distribute Evenly
• U-Shaped
• Prefer Last
• Last Touch
20% 40% 60% 80% 100%
First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch
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Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution
Last Click Attribution Undervalues FB Performance
• First Only
• Prefer First
• Distribute Evenly
• U-Shaped
• Prefer Last
• Last Touch
20% 40% 60% 80% 100%
First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch
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Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution
Last Click Attribution Undervalues FB Performance
• First Only
• Prefer First
• Distribute Evenly
• U-Shaped
• Prefer Last
• Last Touch
20% 40% 60% 80% 100%
First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch
17
Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution
Last Click Attribution Undervalues FB Performance
• First Only
• Prefer First
• Distribute Evenly
• U-Shaped
• Prefer Last
• Last Touch
20% 40% 60% 80% 100%
First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch
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Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution
Last Click Attribution Undervalues FB Performance
• First Only
• Prefer First
• Distribute Evenly
• U-Shaped
• Prefer Last
• Last Touch
20% 40% 60% 80% 100%
First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch
19
Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution
Last Click Attribution Undervalues FB Performance
• First Only
• Prefer First
• Distribute Evenly
• U-Shaped
• Prefer Last
• Last Touch
20% 40% 60% 80% 100%
First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch
Mine Insights from Search and Social Interaction
Top 100 Internet Retailer running DR search and social campaigns, each with positive ROI 20% of all conversion paths showed ad clicks from more than one channel (search and social)– Over 1/3 had brand queries in the path to conversion– Consumers discover brand on FB and then search for it by name
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Keys to Success
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Targeting is Tantamount
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Targeting is Tantamount
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Targeting is Tantamount
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Automatically Create Ad Groups
Creative
x
x
Target Ad Group
=
=
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Dynamically Generate Segments
Full Geographic Targeting and Language Settings
Dynamic Estimated
Reach
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Dynamically Generate Segments
Target by age, gender, relationship
status
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Dynamically Generate Segments
Relate to your audience through likes & interests, education & workplaces
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Dynamically Generate Segments
Reach Friends of Friends
Save Custom Target Settings
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Keys to Success
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age 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62
Source: Facebook API June 2011
Avg. CPC
Population Size
High Variable Cost Between Targets
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Testing Tactics
Segments
Images
Messaging
Scheduling
Bidding
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Save SegmentsSegments
Iterate Images
• Background colors• People vs. objects• Animals• Shock and awe
• Use buttons• Image frames• Celebrities• Think outside the box!
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Images
Messaging Messaging Matters
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Messaging Messaging Matters
Use a Call to ActionRefresh Copy OftenUse Promotional CodesDon’t Use Standard Search CopyPersonalize AdsShort and Concise is Best
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Track Timing
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Scheduling
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Bid BetterBidding
Social
Search
Smaller Social CTR Variance Demands Tighter Bid Algorithms
# of Cam
paigns
CTR
• CPC• CPA
• ROI• Follow FB Suggested Bid
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Bid BetterBidding
Social
Search
Smaller Social CTR Variance Demands Tighter Bid Algorithms
# of Cam
paigns
CTR
Leverage custom Facebook bid algorithms to manage campaigns based on your goals• CPC• CPA
• ROI• Follow FB Suggested Bid
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Keys to Success