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Social Paid: Facebook Advertising Strategy Digital Academy Training November 2016 Alex Mari CEO at Fennex AG Adjunct Professor of Digital Marketing at IUG Founder of BrandMate [email protected] linkedin.com/in/alexmari @mariketing

Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

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Page 1: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Social Paid: Facebook Advertising Strategy Digital Academy Training November 2016

Alex MariCEO at Fennex AGAdjunct Professor of Digital Marketing at IUGFounder of BrandMate

[email protected]/in/alexmari@mariketing

Page 2: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Importance of Facebook

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Digital marketing spending must be aligned with users’ media consumption habits

Marketers to find balance between engagement, acquisition & retention activities

Alex Mari (2017)

Page 3: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Facebook company evolution

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From ‘Text’ to ‘Virtual Reality’. In 2014, FB passed YouTube for desktop video views

Graph Search, AutoPlay Videos and Message Bots are shaping our social experience

According to Cisco, video will represent 80% of all consumer-based Internet traffic by 2019.

Alex Mari (2017)

Page 4: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Social Media Advertising Spend (US)

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Social Advertising spend on mobile is growing overproportionally

Rank: Affinity with viewing user, post’s popularity (weight) and novelty of content (decay)Source: Business Insider

EdgeRank is the name commonly given to the algorithm that Facebook uses to determine what posts should be displayed in a user's News Feed.

Mobile advertising makes up more than three quarters of the Facebook group’s ad revenue (source: FT).

Alex Mari (2017)

Page 5: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Facebook Zero Organic Reach

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Average organic reach declined from 12% in Oct’13 to 6% in Feb’14

“Brands are wasting money on Facebook and Twitter” - Forrester (2014)

Fact: Only 4% of users ever go back on a liked Fan Page

Source: Social Ogilvy

Large Fan Pages faced a significant decline in organic reach – now at around 2%

Alex Mari (2017)

Page 6: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Converged Media

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Facebook represents an owned, paid and earned media for most global brands

CTR for sponsored posts in the news feed is 46x higher than those on the right-hand side

SPONSORED

FRIENDSMARKETPLACE

Source: Altimeter

Alex Mari (2017)

Page 7: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Fan Page & Facebook Insight

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Use FB Insights to track interactions on your FB page and optimize performance

Monitor your competitors’ activity, engagement and audience growth using ‘Pages to Watch’

Alex Mari (2017)

Page 8: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Fan Page & Facebook Insight

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Review the performance of posts to identify KSFs in content creation & management

Use the ‘Publishing tool’ feature to schedule your posts and build a conversational calendar

Alex Mari (2017)

Page 9: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Agenda: Creating the perfect ad

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Perfect Ad

Right Format

Right Context

Right Journey

Right Audience

1

2

3

4

Alex Mari (2017)

Page 10: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

1. Right Format

Page 11: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Communication Objectives

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Choose among 12 communication objectives and select the desired ad format

Effectiveness of the headline, message and image should be evaluated for each ad variantSource: https://facebook.com/business/ads-guide

Alex Mari (2017)

Page 12: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Create a Facebook ad – (1) Creative

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Enter a campaign name, write a headline, select creative assets and CTA

Mobile, Desktop News Feed? Right Column? Photo, Video, Carousel, Canvas? Instagram?

Alex Mari (2017)

Page 13: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Create a Facebook ad – (2) Audience

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Use all the needed demographic, psycographic and behavioral targeting options

Audience definition section describes how narrow or broad the selected target is

Alex Mari (2017)

Page 14: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Create a Facebook ad – (3) Bidding

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Align your campaign bidding option to your communication goals

Alex Mari (2017)

Page 15: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Direct to fan, Suggested and Social posts

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Alex Mari (2017)

Page 16: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Campaign structure

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Campaign Goal: ‘Drive traffic to a website’; Ad set: ‘woman’ vs. ’men’ target

Each of the Ads might have a different image + message + CTA + link combination

Alex Mari (2017)

Page 17: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Creating an engaging ad with impact

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Which creative elements matter?

Source: https://facebook.com/business/ads-guide

Alex Mari (2017)

Page 18: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Creating an engaging ad with impact

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Emotional or product centered ad? Find balance between branding and efficiency.

o Don’t create a one-size-fits all type of ad. Effectiveness of headline, message or image should be evaluated for each variant.

o Avoid logo-only images. Try to show product-in-use or images that illustrate the ad’s offer as they tend to drive more engagement.

o Add Call-to-Action text like “Sign up now to save 50%”. This tends to work better than generic calls to action like “learn more”.

o Include end date in promotional ads to drive sense of urgency.

Cos

t pe

r co

nver

sion

Emotional: 2X more expensive than product-centered

Source: interrnal data

Alex Mari (2017)

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New Ad Format - Canvas

Page 19Source: https://canvas.facebook.com

Alex Mari (2017)

Page 20: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

New Ad Format - Lead

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Note: remember to clarify to the user why they should share personal information

Alex Mari (2017)

Page 21: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

New Ad Format - Lead

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Act immediately on collected leads to guarantee a real-time experience and higher conversion

Alex Mari (2017)

Page 22: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

2. Right Audience

Page 23: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Target Audience – Facebook Core Data

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Some relevant segments:• Liked a fan page/brand• Works for a company/position• Studies in a field/University• Recently moved in a city

Alex Mari (2017)

Page 24: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Target Audience – Social

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Friend connected to your Fan Page

Friend liked on a post from your Fan Page

Friend commented on a post from your FP

Friend shared a post from your Fan Page

Target ads to Friends of Fans and/or exclude existing Fans to increase communication appeal

Ad Recall for Social is 55% grater than Non-Social Ads (Nielsen)

Alex Mari (2017)

Page 25: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Target Audience – Social

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Smart referral programs automatically generate incremental word-of-mouth

Example of behavioral targeting (likes) combined with social ads

Alex Mari (2017)

Page 26: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Targeting – Advanced features

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Use owned past data to target prospects before personal & psychographic variables

Explore all the targeting opportunities to get as granular as you can

Alex Mari (2017)

Page 27: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Targeting – Custom Audience Alex Mari (2017)

Page 28: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Targeting – Looalike Audience

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Facebook finds users who are similar to those in your database

Increase the potential reach and capture new customers in addition to targeting past user

Choose the size of your audience and target country. A smaller audience will have more similarities with your source customer group. A larger audience will be less precise, but will offer you more reach.

Source: https://www.facebook.com/business/a/lookalike-audiences

Note: You need to have at least 100 people in your source customer group to create a Lookalike Audience.

Alex Mari (2017)

Page 29: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Targeting – Re-targeting (Pixel)

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Re-targeting is a powerful tool to reach users previously exposed to your brand

Explore all the action tracking opportunities. Go beyond ‘lead’ or ‘make purchase’ actions Source: https://www.facebook.com/ads/manager/pixel

Alex Mari (2017)

Page 30: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Targeting – Website Custom Audience (WCA)

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Combine Re-targeting and Lookalike audiences to reach scale

Segment your website audience depending on the visited product and category pages

Alex Mari (2017)

Page 31: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Targeting – Dynamic Product Ads (DPA)

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Make sure your catalog contains: Product ID, Description, Price, Availability.

1. Upload your product catalogue. Note: Business Manager account required;2. Add FB pixel to your website (or the SDK to your app);3. Set up Dynamic ads in Power Editor (advertise across FB, Instagram & Audience Network);4. Review reports to play tactically and optimize sales.

Alex Mari (2017)

Page 32: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Targeting – Dynamic Ads for Retail

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Campaigns can dynamically showcase products available in the nearest shop– Local availability: An availability indicator on the ad shows people that a product is

available at a shop near them, and the store locator makes it easy for people to get directions.

– Product summaries: Advertisers can use Facebook-hosted product summaries to give potential shoppers the information they need without leaving the Facebook app.

– Different actions: Product summaries include ways for people to take actions such as contacting the nearest shop, buying online or saving the product for future reference.

– Similar products: Similar products available at the nearest shop are featured so that people can browse the aisles directly from their phone.

Alex Mari (2017)

Page 33: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Targeting – Buyer Interests Technique (Manual)

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Study the interest of your niche (based on ‘likes’) in their personal public profiles

Add the relevant Fan Pages to Audience Insights (Power Editor) to create a new audienceSource: https://www.facebook.com/ads/audience-insights/

Note: Only pages <20k fans are usually considered by Audience Insights

Alex Mari (2017)

Page 34: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

3. Right Journey (Optimization)

Page 35: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Consumer journey

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Plan different messages for different audiences to increase conversion rate

Never forget the difference between Fans and Brand Lovers

Alex Mari (2017)

Page 36: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Metrics

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KPIs should be always connected to the initial communicaiton goal

Set realistic objectives based on real data (e.g. Optimal CTR: 0.11% - 0.16%)Source: https://www.facebook.com/business/ads-guide

Alex Mari (2017)

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Measuring conversions

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Alex Mari (2017)

Page 38: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Facebook Power Editor

Page 38Source: https://www.facebook.com/ads/manage/powereditor

Key benefits:

o Save time by mass-editing ads and Page posts across campaigns and creating ads in bulk.

o Optimize from the tool by sorting ads by key stats and performance.o Save time by copying and pasting ad and campaign data from Power Editor to Excel.o Much faster than the traditional Facebook Adv system although not completely user-

friendly

Software that allows you to quickly duplicate all Facebook Ads variation sets by pressing a single button.

You can create hundreds or thousands of similar ads with tiny variations (ex. Target that like ‘Gucci’ vs. ‘Prada’). This helps you to experiment your creative by doing an A/B/C/D etc. test and to find combinations that are going to drive the best result.

Alex Mari (2017)

Page 39: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Facebook Power Editor

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GOD COMPLEX APPROACH

Focus on planning & strategy to create the perfect ad. Classic way a traditional company/advertising agency would work. This requires a lot of investment and sometimes it’s even tested offline!

TRIAL & ERROR APPROACH

Focus on creating as many relevant ads variations as needed, test them out, see what works best and create other tests based on the first results. For example, taking CPM/CPC into account.

VS.

Imagine you want to test 10 different titles, 10 visuals, 10 variations of copy, and 10 different targeting settings (e.g. location, age, gender)

You have just created 10.000 variations of the same ad!

Alex Mari (2017)

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Test and optimize a campaign

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Create customized reports with Power Editor to review the ads performance

Test call-to-action options: Shop Now, Book Now, Learn More, Sign Up, Download, Watch More, Contact Us, Apply Now, and Donate Now.

Source: https://www.facebook.com/business/ads-guide

Alex Mari (2017)

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Ad Espresso for A/B testing

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Create, analize and optimize your campaign in one place

Alex Mari (2017)

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ROI varies by Country, Bidding Method, Ad Format

Page 42Source: Salesforce Marketing Cloud, Social.com Advertising Benchmark, Q1 2015

Alex Mari (2017)

Page 43: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

4. Right Context

Page 44: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

1:1 relationships at scale

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Deliver the right message in the right channel considering time, location, and device

Use FB as your own communication platform to reach your audience real-time in context

Key Paid Strategies:

o Re-targeting from website (WCA)

o Custom audience (email, phone)

o Real-time & Contextualized adso Audience Lookalike

Alex Mari (2017)

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Organic Post Targeting

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Norrow the potential News Feed audience to reach segments of your fan base

Schedule the publishing and the distribution of your posts based on your audience’s habit

Alex Mari (2017)

Page 46: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Unpublished Posts

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Unpublished page posts will not appear in your Fan Page news feed

You can sponsor (boost) unpublished posts to attract non-fans

Alex Mari (2017)

Page 47: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Social Media Dashboard for interactions planning

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Hootsuite allows you to plan, monitor and react to conversations real-time

Alex Mari (2017)

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Ongoing Campaign Optimization

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Perfect Ad

Right Format

Right Context

Right Journey

Right Audience

1

2

3

4

New ad formats

Evolving targeting options

Changing consumer behavior

Unifying data sources

Alex Mari (2017)

Page 49: Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)

Social Paid: Facebook Advertising Strategy Digital Academy Training November 2016

Alex MariCEO at Fennex AGAdjunct Professor of Digital Marketing at IUGFounder of BrandMate

[email protected]/in/alexmari@mariketing