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Using Audience Segmentation Strategies to Drive a Better
Marketing Experienceor...
How I Learned to Work Smarter & Allow Facebook to Work Harder
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Who Is This Guy?
Company:
Name: Corey Teich
Budget Managed: $20MM
Clients Managed: NBC, AMC, Spotify, Salesforce
College: Emory
Fun Fact: I set up Beyoncé's Google+ account
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Trust...
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...Facebook?
The reality for consumers
But for advertisers...
Trust in Facebook’s marketing capabilities
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Learning the Hard Way that You Can Only Have 300 Ads in
One Campaign
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Client NetworkTV Show: Police Drama
Sister Networks
A Good Idea...
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But...
They provided me with over 50 retargeting audiences
All of their creative were generic tune-in assets
They mandated that we provide reporting on each individual audience list
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What Happened?
Our CPMs, View-Rates & Ad Recall Rates tanked
I received a notification that one campaign couldn't support more than 300 ads
My Facebook rep threatened to drop me because we weren’t following best practices
Ads Manager continually froze & crashed
An Actual Quote
‘Right now, your campaign setup is severely limiting the algorithm's ability to efficiently scale. We cannot
continue to help you with this campaign if you continue to not follow Facebook best practices.’
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Why Did This Happen?
Operations: The algorithm was never given a chance to scale & learn
Clients: I didn’t push back on unreasonable client demands
Ultimately: We weren’t setting Facebook up for success
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Limiting Facebook’s Ability to Efficiently Scale
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How We Fixed It
Drama TV Crime TV Reality TV
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Final Results
Before After % Change
$6.34 CPM $4.12 CPM +35%
12.37% Ad Recall 17.83% Ad Recall +44%
$0.08 C/AR $0.04 C/AR +50%
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Now, Has Anyone Seen a Targeting Build Like This?
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Or a Paid Social Media Flowchart Like This?
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Why Does This Happen?
Clients have uninformed campaign expectations
Marketer’s anxiety to feel like you’re doing something
Marketer’s reluctance to have a conversation with their clients
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Keep These Two Key Things in Mind Moving Forward
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Qualified Scale
Campaign Simplification
Target Consolidation
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Managed Automation
Campaign Budget Optimization
Automatic Placements
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Do Smarter Work,Get Better Results
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Client: IFC Network
Show: Baroness Von Sketch Show
Target: Comedy Fans
Objective: Drive tune-in
KPI: 10 Second View-Rate
Case Study #1 Driving Tune In
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Comedy Fans
First Party DataFrom prior IFC campaigns
Interest TargetingIdentified by Research
Comedy OnlineLowest Priority
Sketch ComedyHighest Priority
1% LookalikesVideo Retargeting Scripted Comedy Female Comedy
Comedy Fans
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What Do Sketch Comedy, Scripted Comedy, Comedy
Online & Female Comedians Have in Common?
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Sketch Comedy
Scripted Comedy Female Comedy
Comedy Online
Overlap
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CPM: $5.30-10% Benchmark
Comedy FansInterest Targeting
10S/VR: 13.23%-20% Benchmark
Sketch Comedy60% Budget
CPM: $6.23 -23% Benchmark
10S/VR: 15.29% At Benchmark
Scripted Comedy20% BudgetCPM: $7.01
-31% Benchmark
10S/VR: 9.01%-43% Benchmark
Female Comedy10% Budget
CPM: $5.21 -8% Benchmark
10S/VR: 14.52%-9% Benchmark
Comedy Online10% Budget
CPM: $5.78 -17% Benchmark
10S/VR: 12.42% -22% Benchmark
Overall
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How Did We Need to Optimize?
Utilize campaign budget optimization tool
Consolidate interest targeting
Stop assuming we knew better than Facebook
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CPM: $5.30-10% Benchmark
Comedy FansInterest Targeting
10S/VR: 13.23%-20% Benchmark
Sketch Comedy60% Budget
CPM: $6.23 -23% Benchmark
10S/VR: 15.29% At Benchmark
Scripted Comedy20% BudgetCPM: $7.01
-31% Benchmark
10S/VR: 9.01%-43% Benchmark
Female Comedy10% Budget
CPM: $5.21 -8% Benchmark
10S/VR: 14.52%-9% Benchmark
Comedy Online10% Budget
CPM: $5.78 -17% Benchmark
10S/VR: 12.42% -22% Benchmark
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Comedy Fans
Interest TargetingIdentified by
Research
CPM: $4.37+18% Improvement+8% Benchmark
10S/VR: 23.04%+74% Improvement+%17 Benchmark
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Reality Check
Loss of by-target reporting
Inability to serve specific content to specific audiences
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Letting Facebook Make More of Your Decisions Allows You to
Focus on the Harder Ones
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Now, Allow Me to Contradict Myself a Little
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Behaviors● Relationship Status: Complicated,
Unspecified, New Relationship
Interests● Family & Relationships: Dating, Family,
Weddings● Television: Comedy TV
Content-Specific Targeting
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Qualified Audiences● Video Retargeting
○ Users who watched at least 10 seconds of Brockmire content
● Site Retargeting○ Users who visited Brockmire on the
IFC website
First Party Data
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Driving Awareness & Link Clicks in the Pharma Vertical
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Client: New pharma client
Target: Doctors, Nurses & Potential Patients
Objective: Elevate Brand Awareness
Case Study #2 Pharma Awareness & Clicks
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InjectorsJob title; First Party Data
Interest TargetingIdentified by research
General Skin Interests
Lowest Priority
Beauty Extroverts
Highest Priority
NursesDoctors Proactive Anti Agers
Subtle Seekers
● Doctors, Nurses, Patients
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Link Click Driving
Frequency Building
● Marketing Funnel
Brand Awareness1
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2
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NursesDoctors
1st Party DataCustom
AudiencesSite Retargeting
InterestsMD Journals
Derma Conferences Job Titles
DermatologistPlastic Surgeon
1st Party DataCustom
AudiencesSite Retargeting
InterestsNursing Journals
Nurse Conferences Job Titles
RNStaff Nurse
Injectors
Separate Targeting to Avoid AND Statement
Separate Targeting to Avoid AND Statement
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Doctors NursesCPM: $5.31+21% Benchmark
Recall Rate: 21.33%+15% Benchmark
CPM: $4.30+31% Benchmark
Recall Rate: 18.72%+12% Benchmark
Injectors - Brand Awareness
Patients - Brand Awareness
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Interest TargetingIdentified by Research
General Skin InterestsLowest Priority
Beauty ExtrovertsHighest Priority
Proactive Anti Agers
Subtle Seekers
Makeup
Beauty Products
Beauty Influencers
Skin Care
Anti-Aging
Wrinkles
Athletic Lifestyles
Lululemon
Young Mothers
Chemical Peel
Dermatology
MAC Cosmetics
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Interest TargetingIdentified by Research
General Skin Interests
Lowest Priority
Beauty ExtrovertsHighest Priority
Proactive Anti Agers Subtle Seekers
CPM: $4.32 +8% Benchmark
Recall Rate: 23.78%+14% Benchmark
ANDDemo: Top 25% of Income
Behavior: Engaged Shoppers
PatientsInterest Targeting
Identified by Research
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Looking Down Funnel
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Driving Custom Conversions
Engager Retargeting
Website Retargeting
Lookalike Modelling
Facebook Engagers, Instagram Engagers, CTA Engagers, 50% Video Completes etc...
Find a Specialist, Sign Up Your Practice, All Site Retargeting
1% Lookalikes, 2% Lookalikes, 3% Lookalikes etc...
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Give Facebook the Right Information and
Stay Out of the Way
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Nurse10 Second
Video Viewers
Nurse Website
Retargeting
NurseLookalikes
NurseInstagramEngagers
NurseFacebookEngagers
Nurses - 1st Party Data
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Nurse10 Second
Video Viewers
Nurse Website
Retargeting
NurseLookalikes
NurseInstagramEngagers
NurseFacebookEngagers
Cost per Conversion: $4.29+13% Benchmark
Conversion Rate: 2.11%+21% Benchmark
Nurses - Reorganized
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Budget & Bidding
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InjectorsFirst Party Data
Potential PatientsFirst Party
General Skin Interests
Beauty Extroverts
NursesDoctors Proactive Anti Agers
Subtle Seekers
Driving Conversions
Video RetargetingInstagram RetargetingFacebook Retargeting
Site RetargetingLookalikes
Video RetargetingInstagram RetargetingFacebook Retargeting
Site RetargetingLookalikes
Video RetargetingInstagram RetargetingFacebook Retargeting
Site RetargetingLookalikes
Cost per Conversion: - $4.29 - +13% Benchmark
Conversion Rate: - 2.11% - +21% Benchmark
Cost per Conversion: - $4.14 - +10% Benchmark
Conversion Rate: - 2.15% - +22% Benchmark
Cost per Conversion: - $3.99 - +15% Benchmark
Conversion Rate: - 2.23% - +23% Benchmark
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To Be Fair
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Reality Check
Not completely considering audience size
Always test & evaluate
Not all accounts are the same
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Always Consider Your Opportunities to Maximize
Scalability
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To Sum It Up
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Recap
Simplify your campaigns
Have the conversation with your clients
Stay out of Facebook’s way & let the algorithm make hard decisions for you
