Next Level Facebook Advertising with Fiksu
40
Next Level App Marketing With Facebook and Fiksu Jim Thomas, Product Marketing Manager, Fiksu Tom Cummings, Client Accounts Director - US Apps Ben Addoms, President, Shotzoom
description
Measure results from mobile Facebook campaigns and tie these back to the specific campaigns that drove them – that includes measuring in-app monetization events like purchases or registrations. This lets us manage campaigns at scale, and feed back mobile measurement data directly into our optimization systems. It also means we can manage results continuously and react to changes in market conditions as they occur. That leads to lower costs.
Transcript of Next Level Facebook Advertising with Fiksu
Next Level App Marketing With Facebook and FiksuJim Thomas, Product Marketing Manager, Fiksu
Tom Cummings, Client Accounts Director - US Apps
Ben Addoms, President, Shotzoom
Fiksu and Shotzoom overview
Why Market your App with Facebook?
Getting to the next level with Facebook Mobile App Ads
Shotzoom Case Study
Questions
Agenda
800 CLIENTS 2300 APPS
40 of 502013 TOP GROSSING APPS
World’s leading mobile appmarketing platform
About Fiksu
Over 12 million Facebook Installs
BostonNorthamptonSan FranciscoLondon
HelsinkiSingaporeTokyoSeoul
App Marketing Ecosystem
Non-Incent Networks & Aggregators SocialRTB ExchangesIncentivized
Social is one component of a balanced approach
Non-Incent Networks & Aggregators Social
Publisher Direct
RTB ExchangesIncentivized
Programmatic campaign management
Mobile measurement
Optimize on business metrics, LTV
Scale up, cost-effectively
Fiksu Facebook Ads API & Mobile Measurement Access
PGATOURCaddie: GPS Golf course management/scoring app
Free app, in app upgrades for training tips, real time data and more
Advertising via Facebook mobile ads with Fiksu since June
About Shotzoom
Ran mobile app campaigns on our own withFacebook Power Editor or Ads Manager
Ran campaigns through a third party (Facebook PMD)
Considering it, but haven’t yet
No plans to run / only here for information
Poll: Your experience with Facebook to date
Why Market your appwith Facebook?
Reach!
Data sources: eMarketer, Facebook; Fiksu estimate of overlap between tablets and Smartphones
945 million monthly active mobile users!
Worldwide smartphone and tablet users, Jan 2014
Precise Audiences & Insight
DemographicDemographic
EducationEducation
RelationshipsRelationships
Keywords & Interests
Keywords & Interests
Countries, Regions, Cities, Zip, RadiusLocales, Gender, Age
Education Status, College Networks, College MajorsWork Networks, College Years
Relationship statusInterested in
Broad interestsKeywords
Device Device OS Version, User Device (brand)Wireless Carrier
Custom AudiencesCustom Audiences“Lookalikes” Phone, Email, Identifiers
Highly Effective Ad Unit for Apps
Link directly to the App Stores!
Calls to Action1.Open Link2.Use App3.Play Game4.Listen Now5.Watch Video6.Book Now7.Shop Now
Reengagement
Power Editor and Ads Manager
Environments to manage ads
Create campaigns and ads
Upload banners and text
Set targeting criteria
Place bids
See results
How does Facebook compare to othermedia sources?
<$0.50 - $4.50CPI Range
Over 25,000Installs in one day
$1 - $3 Typical CPI
Sample ranges
Facebook vs. Alternate Mobile Advertising Channels
Preliminary data: sample of 9 million conversions across wide range of apps, networks
Getting to thenext level
Common Challenges
Maintaining
volume
Retaining and engaging users
Scale up volume without dialing up cost
Keeping cost predictable and consistent
Finding Quality Users
The Basics - Finding Quality UsersTargeting
Keywords – broad as possible while still relevant
Use customer demographics, personas
Friends, friends of friends
Use Custom Audiences
Bidding
“Optimized CPM” - pulls morevolume at lower price
Requires attribution integration
CPA
Requires learning to utilize
Continually refine bid rates and targeting
Interests, Custom Audiences, Lookalikes
Explore related interests for correlations
Custom & lookalikes: seen up to 60% improvement
Fiksu tools help expand audiences as much as 10x
Granular Targeting for Best Performance
Good news: almost infinite
set of combinations
Bad news: almost infinite set of combinations
Vast Array of Segmentation Opportunities1,000 campaigns
Automation to Manage Bids and Budgets
22% reduction in CPI! 22% reduction in CPI!
Automation & Algorithms Bring Predictability
CPM
CPI
Conversion Volume
Measure, Optimize on Business Results
$ Purchases
$ Ad views
$ Registrations
Conversions
Clicks
Returning Users
Targeting and Segmentation
OPTIMIZATION PROCESS
Efficiency Engagement Monetization
Revive lapsed users
Drive behavior (e.g. shopping)
Deep link direct to action point in app
Fraction of the cost of new acquisition
Re-engagement & Retargeting
Stay on Top of Creatives
Test many combinations
Test associated text as well
Large swings in productivity – easily 40%
Manual process limits abilityto explore options
Why Fiksu and Facebook?
Finding users
With simple tools
Introducing automation to the process
Programmatic approach
How it worksFacebook on your own
Add Facebook SDK
Power Editor and Ads Manager
Build campaigns manually on your own
Facebook with Fiksu
Add Fiksu SDK
Power Editor and Ads Manager
Access to optimization and campaign uploading tools
Ads API + MMP = programmatic bidding and campaign optimization
Next Level App Marketing with Facebook Fiksu Tools BenefitAutomated campaign creation, micro targeting
Scalability, quality of users
Measure, optimize on LTV, business objectives
Quality of users, cost
Automated budget management & shutoff controls
Better volume and cost
Interest Explorer, custom audiences and lookalikes
Expand audience, higher quality users
Multivariate creative management & analysis tools
Better creative optimization, cost
Lower CPI at volume, higher user quality
Expert mobile-focused staff
Deep knowledge of Facebook and mobile
Where to apply Facebook vs. other sources
Leverage sources that drive results
Fiksu Expertise
Case Study: PGATourCaddie
Goal: Reach golf enthusiasts with specific demographic targets in 28 countries
Strategy: Facebook mobile ads augmented with ad networks.
Results: Over ¾ million downloads
Facebook: Hundreds of micro-campaigns: demographics, interests, lookalikes
Metrics:
Case Study: PGATourCaddie
CPIUnder $3, as low as
$1.40
RankTop 5
Conversion rate27%
Trial Registration Rate
Over 30%
Retargeting Cost:1/3rd of new user
Summer 2013 Facebook Campaign Overview
Use granular segmentation for best results
Campaign saturation a real issue – be nimble
Stay on top of creatives, budgets
Continuous testing to ensure best performance
Use automated tools for next level performance
A Marketer’s Work is Never Done….
Want to talk?
www.fiksu.com
@fiksu
Thank You!
Learn more:www.fiksu.com/ebooks
