Using Audience Segmentation Strategies to Drive a Better ...€¦ · Video Retargeting Instagram...

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Using Audience Segmentation Strategies to Drive a Better

Marketing Experienceor...

How I Learned to Work Smarter & Allow Facebook to Work Harder

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Who Is This Guy?

Company:

Name: Corey Teich

Budget Managed: $20MM

Clients Managed: NBC, AMC, Spotify, Salesforce

College: Emory

Fun Fact: I set up Beyoncé's Google+ account

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Trust...

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...Facebook?

The reality for consumers

But for advertisers...

Trust in Facebook’s marketing capabilities

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Learning the Hard Way that You Can Only Have 300 Ads in

One Campaign

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Client NetworkTV Show: Police Drama

Sister Networks

A Good Idea...

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But...

They provided me with over 50 retargeting audiences

All of their creative were generic tune-in assets

They mandated that we provide reporting on each individual audience list

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What Happened?

Our CPMs, View-Rates & Ad Recall Rates tanked

I received a notification that one campaign couldn't support more than 300 ads

My Facebook rep threatened to drop me because we weren’t following best practices

Ads Manager continually froze & crashed

An Actual Quote

‘Right now, your campaign setup is severely limiting the algorithm's ability to efficiently scale. We cannot

continue to help you with this campaign if you continue to not follow Facebook best practices.’

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Why Did This Happen?

Operations: The algorithm was never given a chance to scale & learn

Clients: I didn’t push back on unreasonable client demands

Ultimately: We weren’t setting Facebook up for success

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Limiting Facebook’s Ability to Efficiently Scale

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How We Fixed It

Drama TV Crime TV Reality TV

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Final Results

Before After % Change

$6.34 CPM $4.12 CPM +35%

12.37% Ad Recall 17.83% Ad Recall +44%

$0.08 C/AR $0.04 C/AR +50%

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Now, Has Anyone Seen a Targeting Build Like This?

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Or a Paid Social Media Flowchart Like This?

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Why Does This Happen?

Clients have uninformed campaign expectations

Marketer’s anxiety to feel like you’re doing something

Marketer’s reluctance to have a conversation with their clients

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Keep These Two Key Things in Mind Moving Forward

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Qualified Scale

Campaign Simplification

Target Consolidation

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Managed Automation

Campaign Budget Optimization

Automatic Placements

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Do Smarter Work,Get Better Results

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Client: IFC Network

Show: Baroness Von Sketch Show

Target: Comedy Fans

Objective: Drive tune-in

KPI: 10 Second View-Rate

Case Study #1 Driving Tune In

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Comedy Fans

First Party DataFrom prior IFC campaigns

Interest TargetingIdentified by Research

Comedy OnlineLowest Priority

Sketch ComedyHighest Priority

1% LookalikesVideo Retargeting Scripted Comedy Female Comedy

Comedy Fans

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What Do Sketch Comedy, Scripted Comedy, Comedy

Online & Female Comedians Have in Common?

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Sketch Comedy

Scripted Comedy Female Comedy

Comedy Online

Overlap

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CPM: $5.30-10% Benchmark

Comedy FansInterest Targeting

10S/VR: 13.23%-20% Benchmark

Sketch Comedy60% Budget

CPM: $6.23 -23% Benchmark

10S/VR: 15.29% At Benchmark

Scripted Comedy20% BudgetCPM: $7.01

-31% Benchmark

10S/VR: 9.01%-43% Benchmark

Female Comedy10% Budget

CPM: $5.21 -8% Benchmark

10S/VR: 14.52%-9% Benchmark

Comedy Online10% Budget

CPM: $5.78 -17% Benchmark

10S/VR: 12.42% -22% Benchmark

Overall

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How Did We Need to Optimize?

Utilize campaign budget optimization tool

Consolidate interest targeting

Stop assuming we knew better than Facebook

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CPM: $5.30-10% Benchmark

Comedy FansInterest Targeting

10S/VR: 13.23%-20% Benchmark

Sketch Comedy60% Budget

CPM: $6.23 -23% Benchmark

10S/VR: 15.29% At Benchmark

Scripted Comedy20% BudgetCPM: $7.01

-31% Benchmark

10S/VR: 9.01%-43% Benchmark

Female Comedy10% Budget

CPM: $5.21 -8% Benchmark

10S/VR: 14.52%-9% Benchmark

Comedy Online10% Budget

CPM: $5.78 -17% Benchmark

10S/VR: 12.42% -22% Benchmark

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Comedy Fans

Interest TargetingIdentified by

Research

CPM: $4.37+18% Improvement+8% Benchmark

10S/VR: 23.04%+74% Improvement+%17 Benchmark

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Reality Check

Loss of by-target reporting

Inability to serve specific content to specific audiences

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Letting Facebook Make More of Your Decisions Allows You to

Focus on the Harder Ones

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Now, Allow Me to Contradict Myself a Little

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Behaviors● Relationship Status: Complicated,

Unspecified, New Relationship

Interests● Family & Relationships: Dating, Family,

Weddings● Television: Comedy TV

Content-Specific Targeting

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Qualified Audiences● Video Retargeting

○ Users who watched at least 10 seconds of Brockmire content

● Site Retargeting○ Users who visited Brockmire on the

IFC website

First Party Data

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Driving Awareness & Link Clicks in the Pharma Vertical

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Client: New pharma client

Target: Doctors, Nurses & Potential Patients

Objective: Elevate Brand Awareness

Case Study #2 Pharma Awareness & Clicks

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InjectorsJob title; First Party Data

Interest TargetingIdentified by research

General Skin Interests

Lowest Priority

Beauty Extroverts

Highest Priority

NursesDoctors Proactive Anti Agers

Subtle Seekers

● Doctors, Nurses, Patients

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Link Click Driving

Frequency Building

● Marketing Funnel

Brand Awareness1

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NursesDoctors

1st Party DataCustom

AudiencesSite Retargeting

InterestsMD Journals

Derma Conferences Job Titles

DermatologistPlastic Surgeon

1st Party DataCustom

AudiencesSite Retargeting

InterestsNursing Journals

Nurse Conferences Job Titles

RNStaff Nurse

Injectors

Separate Targeting to Avoid AND Statement

Separate Targeting to Avoid AND Statement

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Doctors NursesCPM: $5.31+21% Benchmark

Recall Rate: 21.33%+15% Benchmark

CPM: $4.30+31% Benchmark

Recall Rate: 18.72%+12% Benchmark

Injectors - Brand Awareness

Patients - Brand Awareness

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Interest TargetingIdentified by Research

General Skin InterestsLowest Priority

Beauty ExtrovertsHighest Priority

Proactive Anti Agers

Subtle Seekers

Makeup

Beauty Products

Beauty Influencers

Skin Care

Anti-Aging

Wrinkles

Athletic Lifestyles

Lululemon

Young Mothers

Chemical Peel

Dermatology

MAC Cosmetics

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Interest TargetingIdentified by Research

General Skin Interests

Lowest Priority

Beauty ExtrovertsHighest Priority

Proactive Anti Agers Subtle Seekers

CPM: $4.32 +8% Benchmark

Recall Rate: 23.78%+14% Benchmark

ANDDemo: Top 25% of Income

Behavior: Engaged Shoppers

PatientsInterest Targeting

Identified by Research

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Looking Down Funnel

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Driving Custom Conversions

Engager Retargeting

Website Retargeting

Lookalike Modelling

Facebook Engagers, Instagram Engagers, CTA Engagers, 50% Video Completes etc...

Find a Specialist, Sign Up Your Practice, All Site Retargeting

1% Lookalikes, 2% Lookalikes, 3% Lookalikes etc...

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Give Facebook the Right Information and

Stay Out of the Way

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Nurse10 Second

Video Viewers

Nurse Website

Retargeting

NurseLookalikes

NurseInstagramEngagers

NurseFacebookEngagers

Nurses - 1st Party Data

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Nurse10 Second

Video Viewers

Nurse Website

Retargeting

NurseLookalikes

NurseInstagramEngagers

NurseFacebookEngagers

Cost per Conversion: $4.29+13% Benchmark

Conversion Rate: 2.11%+21% Benchmark

Nurses - Reorganized

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Budget & Bidding

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InjectorsFirst Party Data

Potential PatientsFirst Party

General Skin Interests

Beauty Extroverts

NursesDoctors Proactive Anti Agers

Subtle Seekers

Driving Conversions

Video RetargetingInstagram RetargetingFacebook Retargeting

Site RetargetingLookalikes

Video RetargetingInstagram RetargetingFacebook Retargeting

Site RetargetingLookalikes

Video RetargetingInstagram RetargetingFacebook Retargeting

Site RetargetingLookalikes

Cost per Conversion: - $4.29 - +13% Benchmark

Conversion Rate: - 2.11% - +21% Benchmark

Cost per Conversion: - $4.14 - +10% Benchmark

Conversion Rate: - 2.15% - +22% Benchmark

Cost per Conversion: - $3.99 - +15% Benchmark

Conversion Rate: - 2.23% - +23% Benchmark

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To Be Fair

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Reality Check

Not completely considering audience size

Always test & evaluate

Not all accounts are the same

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Always Consider Your Opportunities to Maximize

Scalability

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To Sum It Up

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Recap

Simplify your campaigns

Have the conversation with your clients

Stay out of Facebook’s way & let the algorithm make hard decisions for you

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Contact: corey.teich@weareglow.com