SocialClicks Emerce Performance 2014
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Transcript of SocialClicks Emerce Performance 2014
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Social advertising in de performance mix: 3 ingrediënten voor succes
Emerce Performance | 20 november 2014
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Hallo wereld, wij zijn
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100% social advertising op:
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Branding Performance
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En dat doen wij voor o.a.:
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100% Facebook Marketing
100% Social Advertising
100% LinkedIn Marketing
We zijn onderdeel van:
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Het performance landschap is aan het veranderen.
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Performance mix
Search
eDM
Display Affiliates
Social
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Mo
gelij
khed
en
Early stage Developing Maturity
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Performance op Facebook
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Conversie tracking Cross-device tracking Re-marketing Custom audiences Ad creatives Atlas
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Performance op Twitter
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Conversie tracking Re-marketing TV targetting Tailored audiences Ad creatives
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3 ingrediënten voor een succesvolle social performance campagne.
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Voorbeeld vandaag:
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Conversie tracking first
Voorbereiding is het halve werk
1
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Home/Landing: CPV Basket/Thank you: CPO
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Conversie-tracking set-up
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Ook op Twitter
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Mobile: Implementeer SDK voor Cost-per-Install en In-app purchases!
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Cost-per-Order
Belangrijk: Facebook meet standaard 24 uur post-view en 28 dagen post-click Twitter meet standaard 24 uur post-view en 28 dagen post-click
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Tip: je kunt het post-click window ‘strakker’ instellen
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Cross-device tracking
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67% start met shoppen
op 1 device en gaat verder op
het andere
Bron: comScore/PayPal “Reaching the Connected Consumer” Customer Surveys, Oct 2013
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Re-targeting
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Re-marketing pixel Newsfeed ad op Facebook
Niks gekocht?
Conversie
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Resultaat: funnel doormeten
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Ads KPI’s: CPC/CPV/
CPA/CPI
Landing KPI’s: CPV (visitors)
Basket KPI’s: CPO
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Gericht adverteren Ads en targeting bepalen het succes
2
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Ads Page Post Links Cost-Per-Action
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Page Post Photo Ad Page Post Link Ad
3-5% CTR 35- 50%
CTR
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Ads Mobile App Install Cost-Per-Install
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Ads Page Post Video Cost-Per-View
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Targeting!
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Geslacht, Leeftijd, Land / plaats, Taal, Seksuele voorkeur, Relatie-status, Opleidingsniveau, Werk / functie, Financiële gegevens*, Woningbezit / huishouden*, Generatie, Gezinssamenstelling, Belangrijke momenten
Daarnaast nog brede en specifieke interesses, gedrag, categorieën en connecties
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Audiences CRM data (e-mail) Look-a-like Website App users
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Website bezoek
CRM Data
FB/TW User ID’sTarget en remarket
op desktop
en mobiel
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Bidding en timing
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Meten is weten Optimaliseer en verbeter je campagnes
3
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Advertentie vertoning
Consument bekijkt of
klikt op ad
Conversie online, instore of
in-app of
Measurement (conversiepixel,
cross device
Optimalisatie campagne
Doorlopend optimalisatie
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1 Voorbereiding
2 Targeting
3 Meten
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Vragen?
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Rokin 95-2 1012 KM Amsterdam
Marc Metekohy 06 23 38 72 69 [email protected]
020-2238350 www.socialclicks.nl
Thank you!