social media advertising objectives & audiences · 2017-04-24 · social media advertising...

Social Media Advertising Objectives & Audiences

Adam Bianco - CMO of Tide Spin

what we’re talking about today

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01 Why Ads are necessary?

03 5 Tactics to Optimize Your Strategy

02 Getting the lay of the land

04 Wrap-Up & Questions

Introduction

Hi there! Adam is the Chief Marketing Officer for Tide Spin, the new app-based laundry and dry cleaning delivery service from Tide and P&G. During his previous professional stops - hospitality industry innovators, the G.R.E.A.T. Grille Group and Levy Restaurants, he collaborated with some of the world’s top brands, Harley Davidson, Disney, American Girl, Chicago Cubs, NFL teams, and Hall of Fame athletes. Last year he ran his own successful digital marketing consulting company before joining Tide Spin.

Adam Bianco - CMO of Tide Spin

@adam_bianco

@adam_bianco

@ohiostfootball | over 273,000 followers

@sportsfoodie | only 1 year old & over 22k

/adambianco

Where We Serve

What We Clean

Wash & Fold Dry Cleaning Household & More

LAUNDRY & DRY CLEANING

DELIVERED

use code ADAMfor $25 off first order

THE ON-DEMAND LAUNDRY SERVICE

Social Media, The Business


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Founded in 2004, by this guy


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Oops, wrong guy

Valued at 330 billion!


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What he’s really like...

Less than 2% of your “Likes” will see your posts


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Because your boss turns into this...


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And you want to keep your job

SOCIAL MEDIA ADVERTISING CONTINUES TO INCREASE

$16B $31B2014 2016

Less than 2% of your “Likes” will see your posts


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New “While you were away…”

keeps expanding


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Out of order pictures


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it’s all about the benjamins


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fewer people are seeing your content


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ads and analytics are powerful and can be effective with a minimal budget

Ads Objectives

Ad Objectives: key elements

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Objective Audience Creative

Ad Objectives: key elements

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Objective

Objectives: lay of the land

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Objectives: lay of the land

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Objectives: “likes” haven’t gone away

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different objectives at different times

video views

website clicks

likes

app installs

retargeting

dormant & active users

organic posts

Strategy: objective

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Strategy: key elements

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Audience

Ads Network: audiences

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the types of audiences

1 2 3Custom Audience Look-a-Like Audience Saved Audience


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custom audiencegreat for remarketing, app engagement, email lists


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look-a-like audiencegreat for expanding your audience base - can target website traffic, app users, & more


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saved audiencegreat for targeting anyone and everyone!

Tactic #1: Always, Always, Always Look at

Conversion

Tactic #1: always look at conversion

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Install Cost is great but it’s not the whole story


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You must look at the total Acquisition Cost

CONVERSION %


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....or take it one step further

CONVERSION % of LTV


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It’s a multiple step process

Installs Registration % Order LTV


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Android: 100%iOS: 100%


Android: 9%iOS: 18%

Android: 3%iOS: 6%


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let’s run the numbers

Order %

Android: $13.25 per install

iOS: $18.87 per install

Android: 9%

iOS: 18%

Android: $147

iOS: $105

CAC


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let’s run the numbers

LTV %

Android: $13.25 per install

iOS: $18.87 per install

Android: 3%

iOS: 6%

Android: $441

iOS: $314


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Android: 9%iOS: 18%

Android: 3%iOS: 6%


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Starts to put these numbers into perspective

Tactic #2: Leverage Google’s & Facebook’s

Audience Insights

Tactic #1: leverage Google & FB audiences

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Strategy: Audiences

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Strategy: Audiences

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ROI: website traffic

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You may find that your typical demographic audience is much different


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But there are plenty of other types of audiences


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But there are plenty of other types of audiences


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Tactic #3: Do More with Retargeting(specific pages & combos)

Tactic #3: do more with retargeting

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website retargetingFacebook allows you to do more and more with website retargeting


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generalretargeting

highlight other features about your business

retarget a particular product

dormant users


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Custom Combination Ideas

1. Abandoned Carts: people who visit their cart but don’t go to confirmation page

2. Landing Pages: users who visit a landing page but don’t convert

3. Service: haven’t used it in a while, target dormant users of a particular product

4. Time Spent: does time spent = high value user? Target those users


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app retargetingFacebook allows you to do more and more with app retargeting


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App Retargeting Ideas

1. Target your most active users with current campaigns and promos

2. Increase conversion rate of people who have Installed but not have completed registration

3. Dormant Users: leverage FB ads to reach those who may have turned off other channels


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remarketingaudiences

can generate4Xhigher conversions

Tactic #4: Use Engagement Audiences

Tactic #4: Engagement Audiences

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engagement audiencesby combining objectives you can leverage engagement audiences

Engagement Audiences

1. video views to build awareness (low cost, high reach)

2. drive people to the website or landing page to acquire information (likely offer a lead magnet like a white paper)

video views

website clicks


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page interactiontarget those who interacted with your page in anyway


1. create an audience from any campaign whether it’s organic, video, paid ad, etc.

2. target those to convert to another objective - page like, app install, etc.

organic post

page like

app install


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lead formstarget those who interacted with the form


1. start with a lead gen campaign to gauge interest

2. if those people don’t convert on FB, perhaps share a great white paper, video, or article with them to convince them

lead gen

video / article

lead gen

Tactic #5: Listen to Your Audience

Tactic #5: listen to your audience

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use the toolsfacebook gives you all the tools and insights to see which audience is performing higher than others


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two way streetexport data to find insights to refine your ad spend

i.e. age demos


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i.e. time of day


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i.e. placement

KEY TAKEAWAYS

● Build a Social Media strategy and plan that ties back into your business goals

● Make a budget for social media advertising

● Leverage retargeting and engagement audiences to drive higher conversions

● Use the audience date to further optimize your campaigns

● A/B test and analyze results

● Always, always, always look at the full conversion for total CAC

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use code ADAMfor $25 off first order

ON-DEMAND LAUNDRY SERVICE

Email me for slides [email protected]

Any questions?

@adam_bianco

@adam_bianco

@ohiostfootball

@sportsfoodie

/adambianco

social media advertising objectives & audiences · 2017-04-24 · social media advertising...

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