Measuring Up With Facebook Chris Moreno
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Transcript of Measuring Up With Facebook Chris Moreno
Chris Moreno | Director, Paid SocialMeasuring Up With Facebook
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
MEASURING UP WITH FACEBOOK
Chris Moreno Director, Paid Social
Areas of Expertise– Paid Social– Paid Search– Mobile– Retargeting
Founding Member of Facebook for Business
Select Clients– National Geographic– VeriFone– Rack Room Shoes– Yogurtland– Warnaco Brands
About
ZOG Digital Digital Marketing & Technology
– Audience Targeting– Content Development &
Management– Search Engine Optimization– Social Media Marketing– Paid Advertising– Design & Development
Inc. 500|5000, nearly 20-year heritage in digital marketing
zogdigital.com
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
MEASURING UP WITH FACEBOOK
Facebook Approach
Execution & Targeting
Measurement & Conversion
Optimization & Reporting
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
MEASURING UP WITH FACEBOOK
Social by Design Effective Post Creation
Custom Content– Multivariate Creative– Strategic Brand Placement– Social Oriented DR (Direct-
Response) Ads– Succinct Ad Copy– Strong CTA (Click-through Action)
Results– Increase in Engagement, Reach
and Connections– Decrease in CPMs– Real-time conversion tracking
Facebook Approach
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
Facebook Approach | Results
Before
After
MEASURING UP WITH FACEBOOK
AFTER BEFORE
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
Facebook Approach | Results
Before
After
MEASURING UP WITH FACEBOOK
CPL Campaigns
CPF (Cost Per Fix) decreased by 44% to an average of $0.22 per fan
CTR (Click Through Rate) doubled to an average of 4.89%
Fan Connection doubled to 4.08%
CPE Campaigns
CTR increase by 510% to an average of 7.88%
Engagement rates jumped to 7.52% (Facebook industry average Action rate is 3-4%)
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
Targeting Custom Audiences
– CRM– 1st Party Site Data
3rd Party Data Layers Enhanced Behavioral Signals Look-a-Like
Placement– News Feed– FAN (Facebook Audience
Network)– Cross Device Model– Right Column Desktop
Experience
MEASURING UP WITH FACEBOOKExecution & Targeting
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
Facebook Conversion Measurement FB Conversion Pixel
– E-commerce Checkout– Lead Generation– Registration– Key Page Views– Add to Carts– Custom Website Conversions
Additional Tracking UTM Tracking 3rd Party Ad Severing Unique Coupon UPC
MEASURING UP WITH FACEBOOKMeasurement & Conversion
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
Cross Device Conversion Attribution Segment campaigns or ad types by
Impression Device and Action Device
Device drilldown– Android Smartphone or Tablet– Desktop– iPad or iPhone– All Other
MEASURING UP WITH FACEBOOKMeasurement & Conversion
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
Search & Social Data Facebook Audience Insights Google Affinity Metrics Layer & hyper target users
Measurement Brand lift in search & organic
traffic Increase in social engagement Increase in conversion
MEASURING UP WITH FACEBOOKExecution & Targeting
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
Conversion & Optimization Real-time conversion
tracking allows for real-time optimization
MEASURING UP WITH FACEBOOKReporting & Optimization
Maximize Facebook self-optimization process– Content Quality Score– A/B test ad set level – Device conversion
placement
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
MEASURING UP WITH FACEBOOKMeasurement & Conversion | Results
Video reached 2M unique users with 71k+ engagementsCPE ads resulted in 90k+ brand interactions25K+ coupon downloads with 10.87% converted into in-store purchases250% ROI
ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM
Recap
Content is key. Creative needs to be social by design to increase reach, lower CPM’s and drive more traffic.
Take advantage of the full spectrum of Facebook targeting features. – CRM, FB Custom Audience, Conversion bases LAL
audiences.
Track conversions outside of direct click conversions or social engagement. – Coupon Codes– Lift in site traffic, branded search or visibility
Real time measurement, optimization and testing.
MEASURING UP WITH FACEBOOK
HEADQUARTERS18835 N. Thompson Peak Parkway
Scottsdale, Arizona 85255
D: 480 426 9952 | F: 480 284 7376
WWW.ZOGDIGITAL.COM
THANK YOU
CHRIS [email protected] | zogdigital.com/contact
@ZOGDigital