Post on 22-Jan-2018
Brendan Almack, Client Director, @el_brennerRoisin Linnie, Head of Social, @roisinthora
Hello
Fake News!
Consumer Trust
Bad Ads
*IAB
Not All Social Media Channels are born equalThere’s Facebook & There’s Everyone Else
Social continues to eat display
Social continues to eat display
Monthly Active Users
Pace of InnovationInnovations Released
Why is Facebook such a Powerful Advertising Platform?
The Ad Formats Have Evolved…
The Ads Have Evolved….
The Ads Have Evolved….
…but the KPI hasn’t.
1. Full Funnel Strategy
2. Audience Segmentation
3. Integration
The user journey has many touch points
x5 times
Awareness & Interest
Consideration
Action
Advocacy
Audience Segmentation
Results
ROAS: 30:1 for DPAs
Canvas View Rate: 75 seconds
Video CTR: 13.5%
CPV: €0.01+300,000 Engagements
+1500 Photo Entries X 300 Facebook Friends = 450,000 Reach
Key Takeaways
1. Be bold, select a conversion based KPI
2. Map out the customer journey
3. Plan your campaign out using a funnel, allocate different ad formats, targeting, KPIs at each stage
4. Integrate activity across channels, share audiences and data
5. Segment your audience at each stage of the funnel
6. What if your KPI is in-store sales?
Closing the Loop on In-Store Purchases
Measure Offline Events
• E-receipts to capture data in-store
• Upload e-receipt emails to Facebook
• 51% match rate
• Use Offline events reporting in Facebook
For Every 1 Online Sale, Facebook Generated an Additional 4 In-Store Sales.
Thank you!