driving real roi with facebook
DESCRIPTION
Jared Roy, Director, Global Client Services, WebtrendsTRANSCRIPT
© 2012 Webtrends, All Rights Reserved. |
Driving Real ROI With Facebook
Jared Roy, Director Search & Social
© 2012 Webtrends, All Rights Reserved. |
© 2012 Webtrends, All Rights Reserved. |
Webtrends Social
At Webtrends, we help customers meet their specific social media objectives through proven strategies leveraging our world-class products and services. Whether your objectives are fan growth, engagement or monetizing existing fans, Webtrends has a programmatic approach of strategy, targeted ad buys, engaging Facebook applications, and deep measurement to reach those goals. We have done this for hundreds of clients and are exceeding client objectives daily.
© 2012 Webtrends, All Rights Reserved. |
Webtrends Maximizes Social ROI
• Our customers that track clicks on ads back to business value actions like an ecommerce purchase or lead generation, increase their spend faster than the average Facebook advertiser.
• Some of our customers using our Webtrends Performance Social Marketing best practices are getting cost per actions that are lower than search.
• Using our cross domain tracking, our customers can prove when Facebook campaigns drive searches on Google days or even weeks later that lead to a conversion. That means our customers can give Facebook a more comprehensive revenue attribution.
© 2012 Webtrends, All Rights Reserved. |
Only 60% of National Advertisers are measuring the ROI of their social media efforts
Association of National Advertisers “2012 Digital/Social Media Survey”
© 2012 Webtrends, All Rights Reserved. |
Social shift
2008 2012
Method: Publishing
Media: Owned and Earned
Metrics: Mentions, Share of Voice & Sentiment
Tools: Monitoring & multiple communication clients
Method: Campaigns
Media: Paid, Owned & Earned
Metrics: PTAT, Engagement, Impressions, CTR, CPA & Conversions
Tools: Social Ad Management, Social Applications, Analytics & Unified publishing clients,
|6
TwitterLinkedInMySpace
TwitterLinkedInGoogle+
© 2012 Webtrends, All Rights Reserved. |
Social shift
The social shift = FacebookWe’re going to focus on Facebook
© 2012 Webtrends, All Rights Reserved. |
Our Approach:Webtrends Performance Social Marketing
Four foundational best practices that make Facebook advertising efficient enough to be profitable:
1. Use many highly targeted ads, not one big reach ad
2. Target ads to fans for conversion because they click 7X more on ads than non-fans, which means cheaper CPC
3. Link ads to Facebook apps instead of websites because they get at least 2X the conversion rate & cost 29% less
4. Refresh creative regularly because CTR tends to peak within 72 hours
© 2012 Webtrends, All Rights Reserved. |
Our Approach:Webtrends Performance Social Marketing
1. Build your audience
2. Market to & Monetize your fans
3. Measure & Optimize
© 2012 Webtrends, All Rights Reserved. |
Step 1 – Build your audience
© 2012 Webtrends, All Rights Reserved. |
The Truth About Facebook Posts
6,011 – 61,100
Source: PageLever
© 2012 Webtrends, All Rights Reserved. |
Best Practices For Facebook Advertising
1. Target Fans for conversion
2. Target demographics for Fan acquisition
3. Double conversion rate by connecting them to aFacebook Application vs. your Website
4. Complete the conversion in Facebook vs. your Website
© 2012 Webtrends, All Rights Reserved. |
Most Important Targeting Concept: Personas
© 2012 Webtrends, All Rights Reserved. |
3 Common Ways To Screw It Up
1. Geo targeting only
2. Demographic targeting only
3. Interest clumping only
© 2012 Webtrends, All Rights Reserved. |
3 Common Ways To Screw It Up
Geo targeting only
Demographic targeting onlyInterest clumping only
Clueless
© 2012 Webtrends, All Rights Reserved. |
How to target better
1. Use geo and demographic data to REFINE your personas, not to DEFINE them
2. Break out interests into logical personas
© 2012 Webtrends, All Rights Reserved. |
Example: Motorcycle Superstore
Used to do interest clumping
© 2012 Webtrends, All Rights Reserved. |
Motorcycle Superstore Creating Personas
Created 3 personas: Sport bike riders, Cruiser riders, Dirt Bike riders
© 2012 Webtrends, All Rights Reserved. |
Motorcycle Superstore: Increasing CTR
Original ad ran for three months
Persona ads rotated creative every 72 hours
Average CTR for FB ads is .05%We’re averaging .15%, which is 3X higher$0.33 cost per fan
© 2012 Webtrends, All Rights Reserved. |
More Ads With A Smaller Reach Vs Mass Is Better
Reach: 138,332
Avg CTR: 1.7%
CPC: $0.04
Reach: 212,835
Avg CTR: .453%
CPC: $0.17
© 2012 Webtrends, All Rights Reserved. |
Step 2 – Market to & Monetizeyour fans
© 2012 Webtrends, All Rights Reserved. |
Ads To Fans Is The New List
• Fans are 100% opt-in
• Ads are your email campaigns
• Apps are your landing pages
• Facebook fan page is your website
© 2012 Webtrends, All Rights Reserved. |
Ads To Fans Is The New List
Ad
Avg. CTR of ads to non-fans.05%Avg. CTR of ads to fans .35%
© 2012 Webtrends, All Rights Reserved. |
Ad
Post
Tweet
Site
App
Like
Performance Social Campaigns
© 2012 Webtrends, All Rights Reserved. |
Targeted at Fans
Segmented by top selling geographies, gender, and age ranges
© 2012 Webtrends, All Rights Reserved. |
Apps are ideal landing pages for Facebook ads
© 2012 Webtrends, All Rights Reserved. |
Facebook Ad Facebook App WebsiteIframe tabs can’t see the campaign IDs in the referring link from an ad or a post. Webtrends adapted their tag to enable attribution.
To track the visitor through to another property, such as a website, you need a solution that supports cross-domain tracking.
Avg Order Value1. Email $129.94
2. Social $127.093. Search $124.374. None/Organic $111.745. Affiliate $109.616. Display $104.307. Sponsorships $08. Contest $0
© 2012 Webtrends, All Rights Reserved. |
Step 3 – Measure & Optimize
© 2012 Webtrends, All Rights Reserved. |
Become an Analytics Geek
© 2012 Webtrends, All Rights Reserved. |
Thank You
webmobilesocial
© 2012 Webtrends, All Rights Reserved. |
Paltalk Scene
Tap into international markets on Facebook to test CPA of paid search vs. Facebook ads
Drive users to product download
Target CPA of $7.00
© 2012 Webtrends, All Rights Reserved. |
Facebook ads driving to .com
Facebook Ads Website Landing Page Download
© 2012 Webtrends, All Rights Reserved. |
Facebook Segmentation Targeting
Interest Targeting Facebook users interested in Chat products
Users interested in Messenger products
Users that “Like” competitors
Regional Targeting
Middle East Asia United States
Language Targeting
English Arabic Vietnamese
© 2012 Webtrends, All Rights Reserved. |
Region and Language CPA
Results Varied by Region
Results Varied by Language in Each Region
Target CPA of $7.00
Region Cost/Conv
Middle East $4.66 Asia $12.26
United States $27.98
Language Cost/Conv
Middle East - English $5.10
Middle East - Arabic $3.22
© 2012 Webtrends, All Rights Reserved. |
Grocery Outlet
162 Facebook pages - gain fans and emails for remarketing
Sweepstakes to give away a car along and14 shopping sprees ($1,000 & $100)
© 2012 Webtrends, All Rights Reserved. |
Grocery Outlet Solution
Persona Targeted Facebook Ads by 162 zip codes»Women interested in coupons, discounts, deals»Moms looking for a bargain»People with low income jobs»People that are unemployed»People interested in inexpensive organic food»Moms with teenagers»Women interested in cooking
© 2012 Webtrends, All Rights Reserved. |
Persona Examples
Women Interested in Deals, Discounts, Coupon
Moms Looking for a Bargain
Moms with Teenagers
© 2012 Webtrends, All Rights Reserved. |
Results
67% of fans from ads promoting the $1000 and $100 shopping sprees vs 33% promoting the free car give away
Vs.
Over 80,000 fans at ave CPF of $.33
70,000 emails collected at $.28/email