Facebook ads - How much does it really cost to acquire customers? By Etienne Alcouffe
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Transcript of Facebook ads - How much does it really cost to acquire customers? By Etienne Alcouffe
FACEBOOK ADS: HOW MUCH DOES IT REALLY COST TO ACQUIRE
CUSTOMERS? BY ETIENNE ALCOUFFE
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FACEBOOK ADS: HOW MUCH DOES IT REALLY COST TO ACQUIRE CUSTOMERS?
ETIENNE ALCOUFFESALES MANAGER @EFFILAB
@ETIENNEAF
Facebook Ads: How much does it really cost to acquire
customers?You need a team of pay per click (PPC) experts and we have a team of 30+ consultants. We
make it our priority to deliver high quality strategic recommendations and management services in order to drive optimal account performance.
KEY FIGURES
3050
million € in advertising spend
under management
7SEM SMO Consultants
Countries covered
● Specialized in AdWords & Facebook Ads
● Created in 2008
● International presence
● Performance based advertising
● Conversion optimization
Why should you use Facebook Advertising in the 21st century?
Facebook is growing rapidly
1. 1.59 billion monthly active users.
2. Leading social network worldwide
Facebook is the third largest website in France
46 % male
54 % female
1) 27 million users.2) 17 million on mobile.3) 11 million daily active users on mobile
• Average age : 22 Yrs
• 18-24 Yrs : 23%• 25-34 Yrs : 28%• 35-44 Yrs : 20%• 45-54 Yrs : 14%• 55-65 Yrs : 15 %
Why should your business advertise on Facebook?
Facebook on mobile:
• 24 millions monthly users• 40% of the time spent on Facebook is on the
News Feed.
• 46% use Facebook while they shop• 47% use Facebook while they cook• 48% while they exercice• 46% during their commute
What will you miss if you are not on Facebook?
• Extremely precise targeting features• Customized ads.• Competitive media prices.• Native experience.
How can you benefit from native advertising?
What objectives can you pursue?
Start by focusing on one advertising objective
Divide your objectives into strategies
LookaLike AudienceInterest targetingBehavior targeting
Demographic
Acquisition
Custom AudienceRemarketing
FansLoyalty
TargetingCampaign type
Conversion Custom AudienceRemarketing
Participation Fans
Facebook is a powerful market research tools
Step 1. Landing page Step 2. Ad Step 3. Reporting
Use Facebook to launch your product / service
Step 1. CRM data Step 2. Lookalike Step 3. Custom audience
Grow your product / serviceWhat is your LTV / CPA ?
Can you scale your advertising without degrading your CPA ?
GROW TRAFIC VOLUME
Through demographic and interest targeting.
BROADEN YOUR ACQUISITION
Go deep into the metrics.OPTIMIZATION
15
How to organize your campaigns like a professional
This account structure is important to suceed
Campaign
Ad Set
Ads
Ad Set
Ads
Inside an E merchant Facebook Account
Nomenclature :
• CA : Custom Audience
• LKLK : Lookalike
• RMKG : Remarketing
Create a campaign per phase / objective
Product MarketFit – Wine
Investment
Demographictargeting
Ad 1
Ad 2
Interesttargeting Ad1
Acquisition –Wine
Investment
CRM
Ad 1
Ad 2
Custom audience Ad1
1
2
The discovery phase
The transition phase
Data
Sales
CPC= 0,36CTR= 2,05%Conversion Rate= 10%CPA= 3,6 €
CPC= 0,45CTR= 3,54%Conversion Rate= 3%CPA= 15 €
Budget: 10 €/day
Budget: 10 €/day
3 ways to think about your budget
What does your situation look like?
Less than$1000• Creativity• Acquisition• 10H/week
$1000-5000$• Website• Content• Social/Search
Over $5000• More
acquisition• Other
Channels• Remarketing
Follow these 7 steps and iterate
1. State the campaign costs.2. State the revenues / learnings of the campaign.3. Describe the tracking process.4. State the number of leads and sales generated.5. State the maximum CPL or CPA.6. Use statistically meaningful numbers.7. Establish a control group.
Set up a digital marketing planning spreadsheet
Don’t throw good money after bad, benchmark KPI’s
How are your conversion rates ?
Can you estimate your CPA based on these figures ?
Take a step back and analyse your data
CPC= 0,36 - Conversion Rate= 4% - CPA= 9 €
CPC= 0,36 - Conversion Rate= 1% - CPA= 36 €
CPC= 0,20 - Conversion Rate= 0,5% - CPA= 40 €
CPC= 0,20 - Conversion Rate= 0,4% - CPA= 50 €
28
THANK YOUQUESTIONS?
Facebook.com/etiennealcf @etienneAF
QUESTIONS?
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