facebook 101 ad:tech sf 2012
TRANSCRIPT
Kenshoo: Proprietary & Confidential Information | 2
Agenda
Quick IntroSocial Campaigns OverviewWhat Can I Promote on Facebook?Facebook Ads UIBreaking Down Facebook Ad ElementsSetting Up A Facebook Account
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Kenshoo – Global Marketing Platform
Global Company, Founded in 2006 in Tel AvivBacked by Sequoia Capital and Arts AllianceFive years of 100% YTY revenue growthToday: 12+ global offices, 280+ employees
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Kenshoo – Global Marketing Platform
Founded: 2006 in Tel Aviv, IsraelBacked by Sequoia Capital and Arts Alliance300% average annual revenue growthToday: 10+ global offices, 200+ employees $15 billion annual customer sales revenue directed
through KenshooProduct 1st – 75% of Kenshoo Focused on Product33 billion+ social ads delivered monthly on FacebookCampaigns running in over 100 countries320 clicks and conversions tracked every secondEnabled a Top Non-Gaming App Campaign in 2011
Proof Points
Social: Paid, Owned, and Earned Media
Owned– Website– Apps– Facebook Page– Twitter Account
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Paid– SEM– Display– Facebook Ads– Promoted Tweets
Earned– Social Content– Reputation Management– Social Conversations– Viral Growth & Tracking
Define Goals
Reach Target AudienceIncrease Brand ExposureDrive Incremental Sales or Sign-Ups/LeadsGain Insight into Consumer BehaviorGrow Fan Base
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Set-up Considerations
Before launching Facebook Ads, there are a couple considerations:
– Setting up an Advertiser account– Invoicing– Admin Access to Facebook Objects
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What Can I Promote on Facebook?
In addition to ads that promote your website…Facebook has several different types of Facebook objects you can promote via Ads
– Facebook Pages– Facebook Applications– Facebook Places– Facebook Events
Facebook Ads: Premium vs. Marketplace
Premium (Direct w/ Facebook)– Higher CPM Costs– Premium Inventory on Homepage
and Profile Pages– Additional ad formats (mobile,
newsfeed, video, etc.)
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Self-Service Tool– Marketplace ads (CPC or CPM)– More control over
optimization and bids– API Access (3rd Party Tools)
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Marketplace/Self-Service: Different Ad Types
Primary Topic for Today!At the moment, Facebook Marketplace has four different Ad types:
– Web Ads– Social Ads– Sponsored Stories– Page Post Ads
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Web Ads
Web Ads direct to a URL of the advertiser’s choosing.
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Social Ads: Build > Engage > Amplify (On-Facebook)
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Page or App
Creation
Fan Basewith
Like Ads
Publish to Fans
Targeting Fans of Friends
SponsoredStories
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Social Ads
Social Ads direct to a Facebook Object, encouraging consumers to “Like” a Page, “Check-in” at a Place, “Use” an App, or RSVP to an event.
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Sponsored Stories
Sponsored Stories amplify fan engagement with Facebook Objects to friends of connections.
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Page Post Ads
Page Post Ads feature a Page Post and its associated content (Image/Video/Poll), encouraging Likes of the Page.
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Social Ads to Offsite Ads: Target > Expand > Convert
How to improve CTR’s to Lower CPC’s
Image is Key– Test different image attributes• Background colors• Shocking Images• Animals• People vs. Objects
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• Use Buttons• Image frames• Celebrities• Think outside the box!
How to improve CTR’s to Lower CPC’s
Messaging– Be Direct / Use Call to Action– Refresh Your Copy– Use Promotional Codes– Don’t use Standard Search Copy– Personalize your Ad– Keep Short and Concise
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Additional Best Practices & Optimization Tips
Audience Size is Important– Make sure the audience size is not too small, this can cause the decay factor to happen
fairly fast
Track Gender Separately– These two audiences can perform very different so you will want to take action on them
separately.
Test General Audiences– Add a general audience to test against niche audience
Use Connections Targeting– Given you have a Facebook Page -break out ads targeted to existing fans and Friends of
Connections
Break-Up Age Ranges– Target 18-35 year olds - break the age group up into two different groups, 18-24 and 25-35
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Keep Testing!
Don’t Worry about Testing Everything at First– Don’t overcomplicate your first test
You’ll always be testing on Facebook– Try new Facebook “Likes & Interests”– Test new images– Test promotional messaging– Be Creative!
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Understand Optimization Levers
•Shift budget from under-performing campaigns to over-performing campaigns
Campaign Budget
•Rotate new images and/or messaging if performance starts to decline
Creative
•Test new target audiences based on your initial testing results. Change or divide up the age breakouts, expanded current likes and interests, different education levels etc.
Target Audience
•Advertisers don’t have ad rank insight from Facebook so monitor impressions and clicks closely and increase bids for individual ads that are not getting impressions
Bids
•Pause underperforming creative and segment combinations
Ad Status
Efficiency: Save Time
Kenshoo Social: Solving Challenges
Campaign Management- Ad Creation & Trafficking is Hard.
Reporting and Analysis - Limited Compared to What We’re Used To.
Optimization- Social is New. Dynamics are Different.
1. 2. 3.
Multi-Edit, Copy & Paste
Social Ads Manager
Ad Permutation
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Campaign Buildouts: The Default Way
Creative
Target
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x =
x =
x =
...
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Creative
Quick Build Permutations: The Kenshoo Way
x
x
Target
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Group A
Group B
=
Edge: Stay Ahead of the Curve2.
Kenshoo Social: Solving Challenges
Optimization - Social is New. Dynamics are Different.3.
Efficiency: Save Time
Reporting and Analysis- Limited Compared to What We’re Used To.
Path to Conversion Reporting
UI and Dashboard Reports Rich Excel Reports
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Fully customizable online reporting shows data tailored to customer needs
• Fully customizable dashboard• Drag & drop widgets• Exportable data• Analytical reporting
Use advanced attribution models to Optimize for App experience funnel
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Ad - 1
Connect Track Usage
Most Advertising Tracking Systems report and act on only the last click prior to purchase
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
6 0 %2 5 %1 0 %5 % 3 0 %2 0 %2 0 %3 0 % 2 5 %2 5 %2 5 %2 5 % 1 0 0 %0 %0 %0 % (Last Click)
Install/Allow In App ActionAd - 2
Interest Interest
Invite
Invite now
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Analyze the Role of Social in the Path to Conversion
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3.
Edge: Stay Ahead of the Curve
Optimization- Social is New. Dynamics are Different.
Kenshoo Social: Solving Challenges
Efficiency: Save Time
Facebook Specific Algorithms
Scheduled Actions (Dayparting)
Advanced Search
Effectiveness: Make More Money
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Advanced Search and Scheduled Actions: Define, Find, Act, Schedule
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Advanced Search and Scheduled Actions: Define, Find, Act, Schedule
“The Advanced Search feature saves my team a ton of time.”
Matt Grover,CareerBuilder
Facebook Bid Management
Follow suggested bidThis policy increases your clicks by bidding an ad up to a target percentile of Facebook’s suggested bid range. You specify where you want to target within the suggested bid range and a maximum allowed bid.
Control CPCThis policy controls CPC by attempting to achieve some CPC target for each ad in the portfolio. Each ad will be bid up or down to achieve the desired CPC. When bidding up, the bid will be capped to a specified percentile in Facebook's recommended bid range.
Control CPAThis policy controls CPA by attempting to achieve some CPA target for each ad in the portfolio. Each ad will be bid up or down to achieve the desired CPA. When bidding up, the bid will be capped to a specified percentile in Facebook's recommended bid range.
Control ROIThis policy controls ROI by attempting to achieve some ROI target for each ad in the portfolio. Each ad will be bid up or down to achieve the desired ROI. When bidding up, the bid will be capped to a specified percentile in Facebook's recommended bid range.