Wei  Kuan  Lum,  Sr.  Director,  Acquisi6on  @  Care.com  Scaling  Facebook  By  Hand  

#MAU2015

The World's largest online destination for care. We connect families with great caregivers and caring companies to help you be there for the ones you love.

Care.com  

#MAU2015

Care.com  

Facebook  –  Get  In,  Get  Crazy  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

YoY: Scaled 10X, 20% CPA Reduction

#MAU2015

Roadmap…  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

•  Campaign Development •  Definitions 101 •  A View of the FB Acquisition Curve

•  Campaign Types & their Value on the Curve •  Look-a-Likes •  Interest Group Targeting •  Video Ads

•  Creative Hacking & Management •  Training the FB Algo •  Speed Bumps •  Wrapping it Up…

#MAU2015

NavigaDng  the  OpDons  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Targeting Bidding Options

Creative

Structure

oCPM CPI/CPA

Click/Views

IG

WCA LALs

How many?

Buttons Style

Campaign

Ads Ad Set

#MAU2015

TargeDng  101  –  DefiniDons  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Look-a-likes Interest Group Website Custom

Audiences

Email List Uploads

Nest the Audience - 10-9% -  9-8% -  Etc…

Keywords used to ID existing & new audience traits

Retargeting Pixel

Video Ads

Drive Views & Conversions

Keep Audiences >1MM, “Perfect Audience” size varies by Vertical

#MAU2015

Facebook  –  Campaign  Acq  Curves  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Interest Group Targeting

Lookalikes

WCA

Video Retargeting

CPA/CPI

Co

nve

rsio

ns

#MAU2015

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

LALs…  Exclude,  Exclude!  Look-a-likes

Email List •  Slice & Dice Exclude, Exclude! Final Audience Size is Key •  Keep It Broad (e.g. Age

Range, etc.) •  Unless Audience is too

Large (e.g. 20MM)

•  Age Range

•  Actives vs Inactives

•  Engaged

•  Returning •  Churned

•  Vertical/Product

•  Keep Lists Fresh –Timeframe!

#MAU2015

Interest  Group  –Audience  Developm’t  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

What Do I Like to Read?

How Do I Relax?

What Are My Hobbies?

Who Do I follow?

Interest Group

Psychological •  Brands •  Politics Social •  Likes •  Spend Time •  Events Emotional •  Book types

Practical •  Products Used

#MAU2015

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

LALs  +  IGs=  Incremental  Volume…  Exclude,  exclude!    

Look-a-likes

Email List •  Slice & Dice Exclude, Exclude! Final Audience Size is Key •  Keep It Broad (e.g. Age

Range, etc.) •  Unless Audience is too

Large (e.g. 20MM)

Psychological •  Brands •  Politics Social •  Likes •  Spend Time •  Events Emotional •  Book types

Practical •  Products Used

Interest Group

Watch & Prune: Targets Can Compete

#MAU2015

IG  TargeDng  –  SOPs  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Interest Group

Test: Place the Targeted Individual into “Interests” section

#MAU2015

Video  Ads...Increment  the  Curve    

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Video Ad

Capture New Audience •  Views = Qualification Retarget Video Viewer •  Keep It Broad (e.g.

Age Range, etc.) •  Unless Audience is too

Large (e.g. 20MM) •  -10%-+15% CPA

#MAU2015

CreaDve  –  Hacking  for  Scale  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

How Well Can Your Target Do?

Creative is King… So test, learn, Rinse & Repeat •  Creative determines the ability for a target segment to scale.

•  Each creative has it’s own “reachable audience” so many cases, campaigns need multiple creatives

•  One Size Does Not Fit All: Creative fatigue varies by vertical •  Make it Relatable! (To IG Target, To Audience)

Optimize budget for creative

Reach = X

Reach = X+Y Reach = X + .5Y

#MAU2015

Managing  CreaDve  TesDng  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Color Filter Messaging Style Image Type Style of Image

Filtered •  Syntax (Punctuation) # of items Person in Action

Native •  Sell Message Types # of people Person + Product

Bright •  Short Sentences Wilderness, Store, Park

Dark •  Title Case Logo vs Not

Multi-Product Ads… A Few Thoughts •  Awesome CTR Play •  MPAs set the new bar for CTR threshold and Auction Eligibility •  It’s a Balance!

•  Skew towards CTR? CPA/CPI is too high •  Skew Targets CVR? Deliverability Suffers

#MAU2015

Training  the  FB  Algo  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Campaign Structure •  Naming Convention –Determine Performance W/o the Double Click

•  Platorm_DEMO_IG_Targets_Other Target_Date

Choosing Bidding Types •  Going for scale? oCPM •  Is Scale is penultimate to Budget? CPI •  Not both

Pixel Placement? Provide Sufficient Signal •  Less Optimized Funnel?

•  Choose a Point Higher in Funnel, Measure on Backend

•  Short, Highly Optimized Funnel? •  Choose an Optimization Point Downstream

#MAU2015

Determining  Budget  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Setting Initial Budget Impacts Performance Dramatically…

Pre-Work to Campaign Creation… •  Think About Your Businesses: What is my allowable CPA? •  How do I give FB budget to run & provide the algo sufficient signals to remain valid?

•  Don’t Go to Big or Too Small with Budget

•  Enable FB to Receive the Right Signals at the Right Cadence!

•  Monitor.. Monitor…Monitor!

#MAU2015

Possible  Speed  Bumps  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Algo is Sensitive & Still in Development: •  Finicky campaign history results in slow and very manual rebound:

•  Be Cautious: Campaigns and ad “death” occurs within hours of a campaign or ad being turned off, without ability to regain prior high performance.

•  FB is Not Google: One cannot turn off a high-performing ad and expect it’s prior efficacy or scale to return

•  With delayed UI, misfires with top campaigns = very manual ramp back

•  UI sometimes locks an advertiser out from building campaigns

Negative feedback loops Exist! •  Ad/Campaign CVRà influence account conversion rate à reduces conversion

rate across other campaigns. •  Optimizing towards different conversion points in same portfolio can cause competition

and set a new conversion rate

Fine Balance between CTR and CVR

#MAU2015

Possible  Speed  Bumps  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

Fine Balance between CTR and CVR

Key Challenges/Learnings

“Instablity” •  Interest Group targeting can fatigue quickly, and without notice

•  “De-dupes”: IG can compete, even if they once did not (What’s hot today changes). Cannibalization occurs, resulting in volume tanking

•  Make sure creatives are great but not too awesome. (cannibalize other ads)

UI can be very delayed or not work, •  Less than optimal decision-making

#MAU2015

In  Summary…  

 

•  Q2  Go  Forward  •  Con6nue  to  push  towards  accelerated  ROI+  growth  

•  Integrate  and  leverage  Kenshoo  to..  

•  Iden6fy  and  understand  true  mul6-­‐channel  visitor  path  to  exposure  and  conversion.      

•  Test  aggressively  between  SEM  and  Social  to  iden6fy  mul6plier  opportuni6es  in  acquisi6on  while  maintaining  or  lowering  cost  

 

•  Be Willing to Get Crazy… Be Obsessive

•  Be Creative, Leave No Stone Unturned

•  Be Patient •  Have Grit

•  Questions/Comments/Keep the Convo alive? •  LinkedIN Profilel:

https://www.linkedin.com/in/weikuanmarketinganalytics •  Email: weikuan.lum@stanfordalumni.org or wlum@care.com