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Performance Marketing
is about understanding the
customer’s journey and
online (media) behavior to
build an effective digital
media strategy that
increases overall results!
Paid channels - ROI index
TV
RADIO
SOCIAL
VIDEO
DISPLAY
PAID SEARCH
AFFILIATE
E-MAIL1
2
3
4
5
6
7
8
TV and Radio are
awareness and
activation tools they
rank low on ROI
efficiency because of
reach and media
investment
Social, video and
display are
influential channels
that create different
touch points in the
customer journey.
They have a
significant impact on
awareness, brand
preference and thus
assisted
conversion.
Paid search,
affiliate and e-mail
are highly targeted
and relatively low on
cost. These channels
are in most cased the
last touch point
before conversion.
8 = Lowest ROI; 1 = Highest ROI
Spend your money wise so:
1. Identify touch points of social media in the customer journey,
2. Analyze & define your target audience,
3. Use targeting tactics per audience,
4. Get the right ad format to right audience, (and adjust your message of course!)
5. Extend your reach.
Analyse & define target audience
Use demographic data from Google Analytics
Details on target audience characteristics and the most valuable segments
Analyse & define target audience
Analyse affinity categories
Customers with a certain interest (lifestyle) are more likely to convert than others!
Use targeting tactics per audience
( )
Mid funnel
Potential customer (visited your
website)
Upper funnel
Your target audience
Sal
es C
ycle
sta
ge
Time lapse to
Purchase
Lower funnel
New customer / Existing
customer
Mid funnel
Target audience (never visited your website)
Audience targeting in Facebook
Demographics / Interest,1
3 Look-a-like -> Custom audience, Conversion Tracking or a FB
pages you manage.
Custom audience -> website -, app, - or CRM data,2
Use targeting tactics per audience
Mid funnel
Potential customer (visited your
website)
Mid funnel
Target audience (never visited your website)
Fans are excluded from the campaigns
Customer acquisition (not fan of
your page)
Demographic &
Interest category
Look-a-like
audience
Remarketing (not bought) based
upon custom audience data
Push strategy Pull strategy
Lower funnel
New customer
Lower funnel
Existing customer
Customer loyality (fan of your page)
Remarketing / custom
audience (exclude buyers)
Custom audience
(target fans (that bought))
Up- cross sell strategy
Facebook campaigns with a sales
goal
Select the right ad formats
Video
views
Page
Likes
Page Post
Engagement(video/photo/text
)
Event
responses
Clicks to
website
Website
conversion ( Links /
Products)
Offer
claims
Multi-
product
ads
App
Installs *
App
Engagement
*
Strategy Goal
Desktop - Right Hand Side
Desktop - Newsfeed
Mobile Newsfeed
Brand
Awareness
Max.
Impressions
Max. reach
EngagementEngagement
Interaction
Conversion
Online sales
Lead
generation
* App installs ads target newsfeed. RHS only for desktop apps.
Right ad format to right audience
Exclude fans through advanced connection targeting
Campaigns with a
sales goal
Mid funnel
Potential customer (visited your
website)
Mid funnel
Target audience (never visited your website)
Customer acquisition (not fan of
your page)
Push strategy Pull strategy
Conversion ads(Newsfeed / RHS)
Conversion & offer ads
(Newsfeed / RHS)
Conversion & offer
ads
(Newsfeed / RHS)
Lower funnel
New customer
Lower funnel
Existing customer
Customer loyality (fan of your page)
Up- cross sell strategy
Conversion & offer
ads
(Newsfeed / RHS)
Conversion more likely to be
driven by “Branded Search”
Extend your reach
Retargeting
Advertisers
Ad ExchangesDoubleclickRubicon Microsoft Improve DigitalAppnexus Facebook
Publishers
(websites)
Case study – C&A
General situation• Retail under pressure -> Increase in online sales
• Deploy multichannel approach -> direct selling online.
• Goal is to attract new customers online!
About C&A?• 1.575 shops in Europe.
• Also Active in Mexico, China and Brazil Our assignment for
Belgium / Luxembourg / France
Grow online sales -> optimizing channels
on performance (ROAS)
Case study – C&A
Target audience Targeted placementWebsite
conversion adsAd Examples Ad variation
Demographic &
Interest category
targeting:
NL/FR Women
Aged between 16-65
with an interest in:
- Beauty
- Clothing,
- Fashion,
- Accessories,
- Shopping…
Desktop - Newsfeed
Desktop - Right Hand
Side
2 versions of each
visual with different
call to action/titles in
both NL & FR
3 versions of each
visual with different
call to action/titles in
both NL & FR
Case study – C&A
Global performance figures:• Avg conversion rate: 2,95%
• Avg cost per sale: 11,17 €
• Global ROAS: 265%
Global campaign figures:
49.124.670 Total Impressions
70.162 Total clicks
0,14% Avg. CTR
0,33€ Avg. CPC
Case study – C&A
• Dutch speaking audience converts more easy,
• But the average order value is higher in the French speaking audience!
Case study – J&Joy
General situation• Retail under pressure -> Increase in online sales
• Direct selling online -> Increase sales period!
• Goal: drive people online to buy directly in the e-shop!
Who is?• Belgian fashion Brand,
• Distributes and own shops
• Active in 16 countries worldwide.
Our assignment for Belgium and Luxembourg (FR)
Drive online sales at positive return
-> Sales period!!
Case study – J&Joy
Target audience Targeted placementWebsite conversion
adsAd Examples Ad variation
Demographic &
Interest category
targeting:
FR Women
Aged between 18-50
with an interest in:
- Childeren’s Clothing,
- Clothing,
- Fashion,
- Online shopping
Accessories.
- Competitive brands!
+
2 custom
audiences
- People that converted
in the last 30 days,
- People that visited the
“Solden” Page.
Desktop – Newsfeed
Desktop - Right Hand
Side
Mobile - Newsfeed
3 versions of each
visual with different
call to action/titles in
both NL & FR
2 versions of each
visual with different
call to action/titles in
both NL & FR
2 versions of each
visual with different
call to action/titles in
both NL & FR
Case study – J&Joy
Global performance figures:• Avg. conversion rate: 0,72%
• Avg. cost per sale: 19,15 €
• Global ROAS: 74%
Global campaign figures:
6.556.952 Total Impressions
34.291 Total clicks
0,52% Avg. CTR
0,14€ Avg. CPC
Case study – J&Joy
• Desktop Newsfeed -> sales driver at lowest CPA/CPS
• RHS -> Highest CPA lowest conversion volume - > better for branding (?)
Desktop Newsfeed ads – conversion driver 1
3 Mobile newsfeed ads – 2nd conversion driver
5 take-aways
Desktop RHS ads – better for Branding2
4 Average CPA/CPS low – compared to for ex. SEA
5 You can drive sales at positive ROAS
K N E W L E D G E L U X E M B O U R G
4 , R U E D ’ A R L O N
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+ 3 5 2 2 6 3 0 8 7
K N E W L E D G E B E L G I U M
W I T T E PAT E R S T R A AT 4 , R U E D E S P È R E S B L A N C S
1 0 4 0 B R U S S E L - B R U X E L L E S
+ 3 2 2 8 8 0 4 0 8 4