Upload
wsi-business-performance
View
1.088
Download
0
Embed Size (px)
Citation preview
Drive business results with Facebook SmartAdvertising Target, Connect, Convert, Collect
By Benoît Gaillard, WSI Business Performance WSIbp.com
Facebook advertising to accelerate your business
• Upsell • Differentiate from competition • Be recognized as an expert • Retarget your own prospects
©2014 WSI. All rights reserved.
Is Facebook advertising right for me?
• B2C or B2B … H2H!
• H2H means you need emotions!
©2014 WSI. All rights reserved.
Mindset shift #1 Advertise on Facebook
• Think of FB as advertising medium = one more contact point
• Advertise between 2 friends posts • Read on my mobile phone during ‘me-
time’
©2014 WSI. All rights reserved.
Mindset shift #2 Why should I give you a click?
• Google search = Answer a request • Main challenge are competitive links • Main success driver is technical excellence
• Facebook or Display = Interrupt, Seduce • Main challenge is distraction • Main success drivers are:
• Context: is your advertising welcomed • Message: is your advertising attractive • Offer: what’s in it for me
©2014 WSI. All rights reserved.
Mindset shift #3 – Relentless testing
• Significantly different results based on: • Audience • Visual • Placement • Offer • Tagline • Landing page
• Good news! It requires ongoing effort: • Wear out • Competition • Social engagement
©2014 WSI. All rights reserved.
Pick up the trend: it’s big and growing!
©2014 WSI. All rights reserved.
Will triple by 2017 to $11b Under-utilized: max 10% of spendings … how much time do you spend on social networks? Leverages the mobile trend
Facebook: from community site to a performance environment
©2014 WSI. All rights reserved.
DISPLAY AD REVENUE
Facebook can be bigger than Google for some products
©2014 WSI. All rights reserved.
Facebook SmartAdvertising
1. Collect: Start from a business objective and ROI 2. Convert: Define how Facebook advertising fits in
your conversion funnel
3. Connect: Create advertising that connects through picture marketing
4. Target: Be relevant to consumers, optimize ROI
4. Target 3. Connect 2. Convert 1.Collect
1. Collect Set up a business objective
Define ROI
©2014 WSI. All rights reserved.
Define how FB advertising fits in your conversion funnel
©2014 WSI. All rights reserved.
Suspects
Prospects
Lead
Clients
Or here?
Here? emailing
Retargeting Custom audience
Define business objective for your Facebook advertising campaign
• Example for online sales • you may want to collect customer details on
Facebook (likely on a mobile device late at night or early am) • and follow-up with a paypal payment link via
email (likely paid back home on a laptop)
• Define ROI. • Objective is to set a specific KPI on cost a visit,
social action, conversion to manage efficiently your campaign • Avinash’s KPI in annex • Resource on budgeting.
©2014 WSI. All rights reserved.
Why don’t we talk about more fans?
©2014 WSI. All rights reserved.
Fact: Driving traffic to a website by advertising to your fans is 7 times cheaper than advertising to non-fans
Strong brand and content Product focused
Strategy Brand building long term Promotional one-off
Cost Acquiring fans + driving trafic among fans
Drive traffic through targeted advertising
2. Convert Build your conversion funnel
Drive a sense of urgency
Define ROI
©2014 WSI. All rights reserved.
Mobile optimized landing page
©2014 WSI. All rights reserved.
• You have interrupted people in between 2 friends’ posts, likely late at night or in transportation • Optimize your conversion to fit this reality • Visual first: make it intuitive and attractive to
convert, no reading, no options: yes/no choice • Convert on a 5x10cm screen. Mobile optimized
beyond responsive • Fluidity: match the advertisement you used to
drive trafic
Drive a sense of urgency
©2014 WSI. All rights reserved.
Mobile optimized landing page
©2014 WSI. All rights reserved.
http://unbouncepages.com/urech-box - Mobile redirection code - Facebook conversion pixel - Google analytics tracking
Lead? Game vs. a Form!
©2014 WSI. All rights reserved.
So-buzz average: 85% conversion!
3. Connect Differentiate - Competitive analysis
Inspire - Create a compelling message Bring it to life with Picture Marketing
Choose the optimal ad campaign set-up
©2014 WSI. All rights reserved.
Sell a competitive analysis
• Differentiate: Search for competitors, groups, events on Facebook – Check content, visuals used. • Map content and define your positioning • Graph search – not yet available in all
countries
©2014 WSI. All rights reserved.
Creating the advertisement: It is not about the features!
©2014 WSI. All rights reserved.
Thanks to adespresso.com for bringing to life this though!
Create a compelling message
• Inspire an emotional connection with your target consumers leveraging ‘deep human drivers’ model
©2014 WSI. All rights reserved.
Deep Human drivers model
§
Pleasure of falling asleep in freshly cut grass
BBQ with friends this week. Welcome them with a perfect grass
Insure your grass is always impeccable
Your neighbour will be jealous of your perfect grass
Bring it to Life – Picture Marketing
• Communicate in 5x10 • 66% of social media usage
happens on mobile
• You scan vs. read a facebook/linkedin feed on mobile • Pictures are the trigger to
stop, engage
Picture Marketing Examples Slimming
© 2013 – Venturi Internet SA – wsibp.com - Confidential
Winner!
Picture Marketing Jewelry
© 2013 – Venturi Internet SA – wsibp.com - Confidential
Winner laptop
Winner mobile
Picture Marketing: execution matters
©2014 WSI. All rights reserved.
If you had invested 6000$ on one of those visuals, you would have achieved:
Nb of fans Nb of social actions
Picture Marketing - eCommerce
• Back to basics – show the product, show the offer
©2014 WSI. All rights reserved.
GOOD BETTER NOT GOOD
Picture Marketing
• Tricks: visual contrast works … for some time
©2014 WSI. All rights reserved.
Picture Marketing - Facebook guidelines
• bit.ly/PictureMarketingGuide
3 key placement options
©2014 WSI. All rights reserved.
Watch out clicks can lead to your FB page, like/comment/share of your post. Track click to website
Click = visit to your website
Newsfeed ad stays in your historical feed.
Benchmarks
CTR % CPC € in Europe
Right column 0.05 < 0.05-0.20€
News feed laptop 0.5 – 0.6 0.15 – 0.30
News feed mobile +1.0 0.20 – 0.30
©2014 WSI. All rights reserved.
CPM 2-4€ in the newsfeed Other benchmarks: Nanigans 2013 Mobile vs Fixe
1. Target Basic targeting: center of interests, geographies
Open new opportunities: retargeting similar to fans, website visitors, people who converted
©2014 WSI. All rights reserved.
Basic Targeting Upsell opportunity!
• Provide interesting info to your prospects • Audience size:
• 100’0000 female 35+ who like gardening and live in Geneva
• Estimate cost per click • 0.4€
©2014 WSI. All rights reserved.
Basic Targeting: selecting interests remains experimental
• http://www.postplanner.com/how-to-search-facebook-for-info-on-competitors-fans/
• https://www.facebook.com/help/graphsearch
©2014 WSI. All rights reserved.
Custom Audience: ROI x5 but quick wear out
©2014 WSI. All rights reserved.
Outline: Efficient set-up of Facebook campaign
Get the basics right
Manage expectations
Streamline testing and reporting
©2014 WSI. All rights reserved.
How to get started
• The best step-by-step tutorials to create your first campaign I found is with adespresso: http://adespresso.com/academy/guides/facebook-ads-beginner/
©2014 WSI. All rights reserved.
Adespresso: testing many options
©2014 WSI. All rights reserved.
Adespresso: testing many options
©2014 WSI. All rights reserved.
Recommended steps
1. Set-up account so that you can transfer the advertising account to your client. Request client to give you ‘advertiser’ access on their page. Load a credit card or paypal account.
2. Set-up Facebook tracking code on your website and Facebook conversion pixel on the thank-you page.
3. Create similar audiences: same as fans, same as people and custom audience: retarget website visitor, email list
4. Map your account structure and define how to label campaign, ad-group, ads
5. Start targeting with a narrow audience based on centers of interest matching your actual offer, use CPC manual, slightly above recommended highest bid. Objective is to get clics quickly.
6. Once you have validated the potential of creatives, audience, placement, landing page to convert:
7. Optimize your bid type and level
8. Focus spendings on the placement, age group that deliver the best ROI and turn off others
9. Create the obvious campaigns: retargeting based on custom audiences website visitors and email list they will give you your best ROI
10. Broaden the audience to other center of interest or open up new custom audiences to expand the market opportunity
11. Target similar audience (similar to fans), custom audience (similar to converting users)
©2014 WSI. All rights reserved.
Get basics right
• Set up a tag to retarget website visitors • Set up a conversion pixel • Become advertiser of the page to create
similar to fan audience
©2014 WSI. All rights reserved.
Recommended reading!
©2014 WSI. All rights reserved.
http://adespresso.com/wp-content/eBooks/The-DOs-and-DONTs-of-Facebook-Ads.pdf
Why work with WSI to advertise on Facebook
• We manage Facebook advertising as a commercial challenge
• We integrate Facebook advertising as part of a comprehensive Digital strategy that delivers results
• You need street a smart consultant that will run on-going optimization beyond the initial set-up
• WSI center of expertise serve +1000 consultants in 80 countries, we learn from this broad experience what works for SME and large corporations
• Don’t expect much support from Facebook. We are here to help!
©2014 WSI. All rights reserved.
Bonus tips: earn more, outsmart competition!
• B2B retarget Linkedin connections on Facebook: Download your linkedin connections (here) and re-target them on Facebook
• Get ready with social guidelines. Even click to site ads will get some social comments, be ready to answer with more picture, links in order to control the comment feed.
• Avoid turning off you current customers. Build a custom audience with your current leads / clients and exclude from your campaign to increase ROI and avoid turning off current customers
• Get personal targeting by names. Do you know the first name of your contacts? Create custom audience for the most popular first names and customize the ad for that audience
©2014 WSI. All rights reserved.
Step by step: Efficient set-up of Facebook campaign
Get the basics right
Manage expectations
Streamline testing and reporting
©2014 WSI. All rights reserved.
1. Set up the account
Recommended
• If you have a FB key account, request opening a new account based on a dummy email that you control and can handover
• If you don’t have FB key account, request the client to give your email advertiser access. Account access available through ‘parameters’ on the right hand side. Use the email linked to your Facebook profile
Back-up.
• Run campaigns for multiple clients on your advertising account.
Limitations: • you can set up only one website to retarget • you can not transfer the campaign to the client
©2014 WSI. All rights reserved.
2/3. Set-up tracking code
• To retarget your website visitor • Create a personalized audience • Set up tracking code
• To target similar profiles to your converted users • Create a conversion pixel • Set up tracking code • Create a custom audience based on this
tracking code
©2014 WSI. All rights reserved.
4. Map your account structure
• Campaign – Advertising type • Ad-group – Audience • Ad - Creative
©2014 WSI. All rights reserved.
8. Focus spending
©2014 WSI. All rights reserved.
Targeting 25-34 + 45-54 would require seting up 2 ad groups
Menu Reports on the left hand side of the ad manager > Modify columns > Data details
Diving into specifics and Useful resources
©2014 WSI. All rights reserved.
WSI - Facebook SmartAdvertising “4x4”
©2014 WSI. All rights reserved.
4. Target 3. Connect 2. Convert 1.Collect
- Select centers of interest
- Choose demographics et geographies
Broaden opportunities with Smart targeting - Target from email list - Retarget your website
visitors or look-a-like profiles
- List of FB Profiles
1-3 audiences: size, affinity
Pro
ce
ss
Ou
tco
me
Facebook ad manager
Re
sou
rce
s
1. Understand your target and competition
2. Create a compelling message: visual + text
3. Select ad-type and audience
4. Select placement 5. Select bid type and
level 6. Set up your Facebook
campaign
Campaign set up in Facebook ad manager
Turn 100 visitors a day into 1000 profile a day targeted with similar audience
Tip
Picture Marketing eConceptLab
Think visual first! 50% of FB content is consumed on smartphone.
1. Define your conversion funnel
From Prospect to Lead - External landing Page - Game / Contest From Lead to Client - Couponing - Emailing 2. Track a conversion goal
Mobile optimized Landing page in synch with your advertisement
Unbounce So-buzz
Ease conversion: yes/no traffic comes from FB, an entertainment platform
Choose a business objective: - Lead, Sales - Awareness - Social engagement - More fans
Define ROI Example: online sales 100$, margin 60$, 2% conversion. KPI CPC<1.2$
Measurable KPI
Business model canvas applied to digital
Only 7% of your fans see your post. Use FB as a media to buy targeted traffic.
How to get started
• https://www.facebook.com/advertising
• http://blog.hubspot.com/blog/tabid/6307/bid/32992/Simple-Step-by-Step-Instructions-for-Setting-Up-a-Facebook-Ad-Campaign.aspx
• Beyond click to site campaign: http://offers.hubspot.com/how-to-create-epic-facebook-ads
• Video tutorial https://www.youtube.com/watch?v=d0jZKtugXqA
©2014 WSI. All rights reserved.
Define KPI and align dashboard
©2014 WSI. All rights reserved.
http://www.kaushik.net/avinash/facebook-advertising-marketing-best-metrics-roi-business-value/
Expert blogs / white paper
©2014 WSI. All rights reserved.
http://www.nanigans.com/marketing-resources/ebooks/
1-1 coaching
©2014 WSI. All rights reserved.
Case studies
• http://www.nanigans.com/marketing-resources/case-studies/
©2014 WSI. All rights reserved.
Video tips and tricks on to manage comments / FB page
©2014 WSI. All rights reserved.
http://www.agorapulse.com/facebook-marketing-university
Benchmark by ad types
©2014 WSI. All rights reserved.
June 2013 analysis – ad format changed
Benchmark by industry
©2014 WSI. All rights reserved.
Alternative to advertising to fans … contest on your newsfeed
©2014 WSI. All rights reserved.
Can you run a contest on your timeline? Yes! Agorapulse makes it easy and free: http://contest.agorapulse.com
FMCG
© 2013 – Venturi Internet SA – wsibp.com - Confidential
15% engagement, 20’000 fans in 1 year among 6m consumer base
Picture Marketing FMCG Food
Picture Marketing: success driver
• Test various visuals to achieve best ROI
©2014 WSI. All rights reserved.
Social Engagement x4
Picture Marketing – keep it fresh
• Check out your repetition rate • If ROI drops and repetition is high, refresh
your creative • No benchmark on repetition rate, really
depends on the offer, type of creative, big type
©2014 WSI. All rights reserved.
Manage bid types
• The challenge is to grab an impression on the newsfeed or right column of high potential profiles.
• Always track conversions!
• Click to web site / Cost per click bid type • Optimized bid
• Best when you have nailed your audience • Needs scale: daily budget = 5x bid, 25
conversions a day
• You may end up with much lower CPC than the
• Set manually the maximum bid • Aim high if you need more trafic and can
afford to pay more not to loose a high potential profile.
©2014 WSI. All rights reserved.
Day parting
• Facebook is mobile in essence • You will get trafic late and night and early
morning depending on your trafic • Check out who converts when • Focus your spending then • Set-up day parting through power editor or
adespresso / qwaya
©2014 WSI. All rights reserved.
UID Facebook extract
• Enables targeting specifically people liking a competitor page, participating to a group, joining an event
• Risk of Facebook banning your advertising account
• Your customers will ask. Opportunity / Risk assessment:
http://ryanshaw.me/facebook-2/should-i-use-a-uid-scraper-with-facebook/
• Targetedleadfinder is one of them
©2014 WSI. All rights reserved.
No capping of repetition
• Watch out for wear out on nicheaudiences
©2014 WSI. All rights reserved.
Track a conversion goal
• Set up a Facebook conversion pixel • https://www.facebook.com/help/
435189689870514
• Check if your pixel is properly installed (Chrome) • https://chrome.google.com/webstore/detail/
fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc
©2014 WSI. All rights reserved.
Facebook ad vs. Google Display
• Here it is: • Analysis Facebook ad vs. Google Display
©2014 WSI. All rights reserved.
Other sources to keep an eye on
• http://webtrends.com/solutions/campaign-optimization/facebook-campaign • http://adespresso.com/academy/guide/
©2014 WSI. All rights reserved.