Stay Relevant on Facebook with Paid Content

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Organic reach is dead: How to stay relevant on Facebook with paid content Paul Langtry | Sr. Manager

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Paul Langtry Sr. Manager @ Adobe [email protected] @lotsalax

mailto:[email protected]


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Key Takeaways

Organic alone will not maintain your brand

presence

1 Strong creative is also

the key to paid content success

2 Facebook Audience

Insights changes everything

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Increased engagement alone cannot overcome

declining organic reach


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1. What are the Market trends? 2. Have a Plan 3. Levers for Success 4. Let’s Measure!


The Changing Landscape of Social Advertising

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1.790 Billion active social media users in 2014*

227.5M worldwide will use Twitter in 2014*

1 Billion worldwide will use Facebook in 2014*

67% Mobile reach (February, 2014)*

70% of Marketers increasing social ad spend in 2014**

* eMarketer, Global Social Media report 2014; ** Gartner, CMO Spend 2014


Social advertising is quickly becoming mainstream

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US leads with 45% ad

share

Social ad share will reach 15%

Social ad market will reach $25B

by 2016

* eMarketer, Global Social Media report 2014


(Millions)

Ad Spend Worldwide by Social Network

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Facebook dominates

with 68% in 2014

Social ad market will reach $25B

by 2016

Other

* eMarketer, Global Social Media report 2014


Facebook post impressions

ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014

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Retailers increased marketing efforts on Facebook during the holiday season. The findings: • Posts: In retail, up 64% YOY; up 31%

QOQ. • Paid impressions: In retail, up 13% YOY;

up 53%


Growth of Facebook Posts

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Source: Adobe Q3 Digital Index Report, 2014

A decrease in organic impressions has led to an increase in posts as marketers look to find a balance between paid and organic posts to reach their fans and beyond. Proving ROI now more important than ever.


32% YOY

100%

DEC 2013

DEC 2014

MAR 2014

JUN 2014

SEPT 2014

FACEBOOK AVERAGE ORGANIC POST IMPRESSION GROWTH

Facebook post organic impressions


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Organic impressions from Facebook posts continued to drop. However, some post types did better than others. The findings: • Organic impressions from Facebook posts were down

32% YOY.

• Video posts performed the best for organic impressions, flat YOY.

• Text posts were affected most by algorithm changes, down 60% YOY.


Facebook post share by post type


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Links were on the move after updates from Facebook. The findings: • Link share of posts was up 68% YOY. • Images share of posts was down 15% YOY. • Videos share of posts was up 52% YOY.


Facebook post interaction rate


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Post interaction rates increased in retail and for video and link-based posts. The findings: • Interaction rates for Facebook posts from

retail brands were up 14% YOY. • Interaction rates for links were up 36% YOY.


4%

2%

Facebook post interaction rate by day


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Facebook Friday—Highest percent of interaction rates, post impressions, and posts occurred on Friday. The findings: • Interaction rates were 15% higher on Friday than any other day of the week. • Brand post impressions were 18% higher on Friday than any other day of the week. • Brand posts were 28% higher on Friday than any other day of the week. • Shares and likes happened on Friday more often than any other day of the week.


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Have a plan

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3 | Measure your data. A single source of truth to measure your performance

1 | Ensure you plan is aligned across the organization

2 | All teams must have the same ultimate business goal


Think Business, not Social Goals

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Social Objective: • Acquire X number of fans • Acquire X number of

followers • Achieve X engagement

Business Objective: • Drive brand awareness • Drive preference • Drive loyalty • Drive trial • Drive sales


CONVERSION Brand & Product-Specific Search Keywords Product Listing Ads (PLA)

Retargeting Lists for Search Ads (RLSA)

Display Retargeting Product Retargeting

LOYALTY

PROSPECTING Generic Industry Search Keywords Content Network – Image & Text Ads

Conquesting (Competitor KWs) Location Targeting

Sponsorships Premium Display

Private Marketplace Open Marketplace

Look-a-like Models 3rd Party Behavioral Data

Business Objectives

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Search Display Digital Advertising Channels


LOYALTY Fans Custom Audiences

CONVERSION Facebook Exchange (FBX) Custom Audiences – CRM, Website

Right Hand Side - Domain Ad ----------------------------------------

Link Page Post + FB Audience Network Mobile App Install + FB Audience Network

Offers Page Post; Multi-product ads

Logout Experience (LOX) Reach & Target Blocks

Local Awareness ---------------------------------------

- Look-a-like Audiences

Photo Page Post Video Page Post

PROSPECTING

Business Objectives

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Facebook Social Advertising


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Understanding the levers that influence Social ROI Success

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Levers

Placement

Ad Format Targeting

Optimization


Understanding the levers that influence ROI Success

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Levers

Placement

Ad Format Targeting

Optimization


Placement & Ad Format - Facebook

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1,073

897

402

216

$-

$20

$40

$60

$80

$100

$120

$140

-

200

400

600

800

1,000

1,200

Offer RHS Marketplace Link Post Photo Post - DR

FB Ad Formats

CT Sign Ups CPAAcquisition

Offer Page Post (News Feed)

Domain ad (Right Hand Side)

Link Page Post (News Feed)

Photo Page Post (News Feed)

Facebook Ad Format / Placements Best Practices

Shift placements to the news feeds as the primary real estate and capture growing mobile inventory

Using ads in news feed yields 3x conversion rate compared to Right Hand Side (RHS) Source: Facebook

Support with RHS (desktop only) to drive incremental scale

For an eCommerce client

65% of acquisitions were from news feed

Offer Page Post in news feed delivered a CPA that was 2.6 more cost-effective in driving acquisitions compared to RHS



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Levers

Placement

Ad Format Targeting

Optimization


Leverage data to target more of the right people

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Past Web Purchasers

CRM database

Demo Geo

Interest / Lifestage

Device O/S

Your Data Core Audience Data


Facebook Audience Targeting

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Core Audiences

Leverage native targeting options with Facebook

Lookalike Audiences

Find more people like your best customers

Custom Audience Tailored Audience

Reach the people you already know

Custom Audiences


Custom Audiences

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FACEBOOK Email

Phone # Website, Mobile

User ID

Existing 1st Party Data Encryption & secure upload Match to Network Users Target ads against segments

* Not available via Facebook Power Editor. Available via Adobe Media Optimizer.


Facebook Audience Insights

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View trends from: •People on Facebook (the general Facebook audience) •People connected to your Page or event •People in Custom Audiences you’ve already created (an audience made up of your current customers)

Tap in to Facebook’s vast wealth of demographic and psychographic data to craft you’re campaigns


Case Study – Audience Targeting

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LEAD GENERATION FOR EDUCATION CLIENT

Look-a-like audiences generated from custom audiences compared to core native targeting on Facebook

to standard Facebook campaigns

Website Custom audiences compared to core native targeting on Facebook

to standard Facebook campaigns



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Levers

Placement

Ad Format Targeting

Optimization


Summary of Facebook Bid Types

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Bid Type Paying For FB Optimization Goal Best Use Case Guideline

CPM Impressions Impressions To maximize effective reach of your target audience Target high value Custom Audience as traffic driver

CPC Clicks Clicks To drive high volume traffic to website When no FB conversion pixel on an action is implemented

oCPM Impressions Conversions When FB conversion pixel is implemented & you want to

show ads to those likely to convert. oCPM Influences effective reach with DR in mind

CPA Actions Actions To encourage users to take action within your ad e.g. page like, link clicks, mobile app install, offer claim

TEST & EXPERIMENT DIFFERENT BID STRATEGIES TO REACH THE RIGHT AUDIENCE & DELIVER ON KPI GOALS


Another advantage to Facebook bidding is unique digital identity

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Sees Facebook ad on mobile

40% research

products on smartphones 2

Purchases product on

desktop

32% of mobile-attributed

conversions occur on desktop 3

Shops in store

65% access mobile

while shopping in-store 1

Research continues at

home on tablet

41% switch devices to continue a

task 2


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Facebook oCPM

Bidding

Adobe Portfolio

Optimization

Increase Scale &

Gain Efficiencies


Optimization – Bid and Budget Best Practice

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Manage manually with Facebook Power Editor

Do not change oCPM bid more than 3-4 times a day

Leave at least 2 hours in between changing bids for Facebook pacing to learn

Consider impact of budget changes on pacing

Automate with a strategic Facebook Marketing Partner (Adobe)

Remove suboptimal manual bid and budget decisions, drive efficiencies

Optimize to best performing targets

Allow focus on creative and targeting definition



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RETAIL CUSTOMER

Increased mobile app installs by 28% while cutting 25% from the cost of each install



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FINANCIAL SERVICES CUSTOMER

Drove 222% more website clicks at 9% lower CPCs and increased the lead conversion rate by 128%

Website Clicks

CPCs

Conversion Rate

+222%

-9%

+128%


Optimization – Creative Best Practices

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8x more Facebook creative sensitivity in news feed compared to Google AdWords

5 to 10 creative combination per message to test

Better creative = Better CTR Results in lower CPC & CPA (10-30%) More clicks / actions for the same budget

Mix product with lifestyle messages

Promote prices, special efforts, discounts in text

Run news feed ads with great creative. Supplement with RHS ads if necessary for additional frequency


Case Study – Creative Performance & Optimization

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ECOMMERCE CUSTOMER

Top performing creative included a mix of product, lifestyle benefits and motivational messages


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Levers

Placement

Ad Format Targeting

Optimization


Measurement Best Practices – By Objective

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Brand building

Nielson OCR for online reach, XCR with TV

Nielson BrandEffect for Resonance

Online Sales

Network Conversion Pixels, View through lift tests and Cross-device

Unify digital ads management, tracking and use consistent attribution rules

Track all activities through a Web analytics platform

In-store Sales

Datalogix CPG, Marketing Mix Modelling for CPG and Retail

Mobile Apps

Facebook SDK and 3rd party mobile SDK partner

*


Case Study – Measurement Online Sales

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EDUCATION CLIENT

Facebook delivers scale compared to

other DR channels

Facebook can be even more cost-efficient than Generic

SEM


Case Study – Measurement for Online Sales

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ECOMMERCE CLIENT

$0$5$10$15$20

0

10,000

20,000

30,000

Brand Generic Display & Retargeting Facebook Off Platform

Email Leads CPL

Facebook delivered

>1600% more leads vs.

Generic SEM

Facebook delivered 92% lower Cost per leads vs. Brand

SEM

$0$20$40$60$80$100

0

5,000

10,000

15,000

Brand Generic Display & RetargetingFacebook Off Platform

SignUps CPA

Facebook delivered 182%

more acquisitions, 21% lower CPA vs. Generic SEM

Facebook delivered scale even compared

to Display channels


Case Study – Measurement and Attribution

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ECOMMERCE CLIENT

FB_Offer

Search_Brand

Display_Retargeting

Display_RON_VT

FB_f_fof_and categories_CustomAudiences

Search_Generic

Introducer Influencer Closer

Strong Influencers

Strong Introducer

Strong Closers

54% of conversIons involved multiple touch

points

Facebook Offers Page Post was the strongest

‘closer’ after Brand SEM

Other Facebook activities played equal

importance in top, middle & end of funnel


Case Study – Measurement and Attribution

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ONLINE SERVICES CLIENT

t


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Key Takeaways

Use

1 2 Embrace oCPM

bidding

3 Utilize Facebook

Audience Insights to frame your campaigns

Test Custom Audiences & Look-a-Likes


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Stay Relevant on Facebook with Paid Content

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