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I Spy Labs - the technology division of I Spy Marketing have created a Facebook Ad management platform to take clients advertising campaigns to the next level.Find out how Jobsite and RSPCA increased site traffic and visitor actions by utilising Facebook advertising.
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2006 2007 2008 20090%
10%
20%
30%
40%
50%
60%
YOY Growth
Growth in UK Paid Search Slowing
Source: IAB online adspend study
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Why Is Search Growth Slowing?
Mature market Google dominance 100,000 advertisers 10 years of optimisation Little growth in usage
Word of Mouth Slide
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Social Integration With Search
Social Integration With Search
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What next for advertisers?
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550 million users worldwide
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Advanced targeting options
SearchSocial Media
Analytics and
Conversion
Media and
Mobile
I Spy: Integrated Service Offering
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To build long term partnerships and deliver industry leading results for
our clients
Facebook Advertising Challenges! Creating larger campaigns Measuring conversions against spend Multivariate ad testing Bulk editing ads Automated optimisation
Social Ad Management Tool
Launched Oct 2010 Run and manage
larger campaigns Better campaign
visibility Increased control
and return on investment
Feature: Bulk ad creation
Feature: Integrated Tracking
Feature: Multivariate Testing
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Highest CTR
Feature: Strategies
Strategies can be set to take action on ads according to CPC, CPM, CTR or CPA targets
Example Clients Using Upcast
Increase Facebook FansDrive ecommerce revenue
Raise awareness
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RSPCA Biggest Animal Rescue
RSPCA Website
Facebook Drives Sales Through Search
Immediate:8% of Donations
Post click:64% of Donations
RSPCA Website
TVOutdoor /
Press
SocialNatural Search
Paid Search
Dynamic Display
Jobsite Campaign
Jobsite Campaign
Multivariate Testing
59% difference in CTR between best and worst performing images
max_know.jpg tie.jpg books.jpg blue logo.jpg
Image CTR%C
TR
Time Of Day An Important Factor
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Time of Day
Visi
ts
Overall Site Traffic -Peak at Midday
Facebook Traffic -Peak
at 8/9pm
Jobsite Results
January 11th to 30th 2011: 100 million impressions Over 25,000 clicks New user registration rate higher than site average 80% new visits vs 50% for paid search
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Formula For Success
Avoid logos Think laterally with likes and interests
targeting Narrow the targeting – hyper target based on
location, age etc Day/Week part ads Refresh ads every 10-12 days
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10 x increase in number of ads 65% increase in CTR 20% decrease in CPC Increased optimisation control Significant time saving Integration with other channels
Upcast Benefits
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Future
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Managed Service
No plans to license Upcast yet I Spy provide a managed service to clients using Upcast Integrated with other digital channels
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Our Learnings Integrate search and social as much as possible Correlate the messaging between channels Track effect of social campaigns on search
conversions Know your search and social analytics Experiment with the increasing number of ad
products available
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