How to Manage and Optimise Facebook Campaigns

Social Advertising: Data to Optimisation

• Why social is so different• What drives social• How you exploit these drivers• Tips and tricks• Sustaining RoI

Mike24 years oldLoves rock music, pizza and traveling

Sarah35 years oldA hippy and a yoga fanatic

Alex29 years oldExtreme sports fanatic

The web is becoming deeply social, from its foundations upwards

For the first time online, people are being understood as individuals; not as IP addresses or search requests.

New technologies, APIs and platforms are enabling us to understand these people, their relationships and their interests in real-time.

More important than this however, is scalable access to the underlying data

There has never before been a series of platforms that give such deep access to user behavioral and demographic data in a manner that is so scalable.

The heart of the issue.

What does this mean…

How does this differ from search?

Search Engine; intent driven

Facebook; passive advertising, warming leads

Billboards; generic, irrelevant Action

Desire

Interest

Awareness

And what is the impact on price?

Search is ‘keyword’ based and hence as competing suppliers fight for singular keywords your cost per acquisition rapidly becomes impossible to control.

Search has high ceilings. This limits your business. Social doesn’t.

Social works in a complete different way. Suppliers compete for ‘people’ on a numerous different parameters: age, gender, interest, connections etc.

The fundamentals of social drive the price down….

The more you segment your user base, the less people you compete with the lower your acquisition price goes!

Traditional Approach

Proper Approach to Social Advertising

Interest Group

All

Liverpool FC

Man Utd FC

Chelsea FC

Football

Creative

0.03%

0.05%

0.03%

0.06%

0.04%

0.21%

0.20%

0.22%

0.03%

0.05%

…and here’s the proof.M

icro

-tar

getin

g (2

x)

Micro-messaging (5x – 10x)

• Leveraging a user’s profile data in real-time enables you to target a user better, driving the price down

• This enables a level of relevance that has a direct impact on response rates and conversion rates

• But that’s only half the story…

User Information• Male• 26• London• Ocean’s 11 fan

Micro-Targeting: Better Response, Lower Price

• Messaging a user in the ad copy itself substantially increases the relevance of the ad

• Doing this at scale enables you to to make your ad relevant to whoever you target

• Dynamic targeting and messaging enables you to change your ad copy based on whatever you can target by: age, gender, location, university, workplace, interest etc.

Micro-Messaging: Greater Relevance, Better Conversion

• Passing social data into the landing page, enables you to drive even greater relevance

• Imagine the ability to know your visitors age, gender and interests as soon as they arrive…

Dynamic Landing Pages

WWW

More Targeting/Relevance Extract Interests Drive to Dynamic Landing Page

• FB Ads quality scored at account, campaign and ad level

• Over time your CTR decreases and your CPC’s increase, as quickly as 2 – 3 days

• The key is to clone and tweak your campaigns, giving you rapid cost benefits

Creative Fatigue and Quality Score

Clone Ads and Repost

• As described, search and social operate very differently, with very different drivers

• Its important to have different tools to create and drive your campaigns

• But it is also imperative that you can report back into the place you create your ads

• Driving CPA statistics back into the place you create ads will help you optimise, enabling you to understand your profit and loss by individual ad

Analytics Integration

Auto-analytics Integration

• In most online advertising you focus primarily on creative A/B testing and optimisation:

Different types of testing

Headline, image and copy testing

• The unique thing about social is the benefits of optimising by demographic

• Compare impressions, CTR, costs, and conversions by key demographics, and optimise to them

Demographic optimisation

18 – 24

Male

Fan of rock music

Lives in London 30– 35

Female

Fan of Hip-hop

Lives in Manchester

• These case studies describe the benefits of micro-targeting and micro-messaging

• Also how A/B testing and in Facebook can help drive your optimisation

• However, because social contains so many different variables to search, you can now test and optimise by demographic as much as by keyword

Some Case Studies…

Travel Agency Client: Segmentation and Optimisation

Lower CPC. Sustainable performance uplift. Different to search.

• Increased segmentation• Search style optimisation• Different to search as described, avoids search ceiling• More relevant users• CPC dropped by 40%• Sustainable: over double the level of impressions and clicks served in February

Dating Client: Lower CPAs, Beating Search’s Ceiling

Lower CPC. Lower CPA. Branding benefits.

• Leverage the underlying social data• Micro-Target AND micro-message• Use dynamic landing pages that use visitor social data• Battle creative fatigue, by cloning campaigns• Ensure you can report CPA in real-time• Ensure full 3rd party analytics integration into your campaign• Report, measure and tweak• Optimise by ad, but also by demographic!

In Summary: How to Drive RoI in Social Advertising

You can contact us at:

info@alchemysocial.com

Or visit us at:

www.alchemysocial.com

Thank you! And if you want to learn more get in touch!