Facebook for ROI By Ian Mackie

Ian Mackie, Director of Strategy [email protected]

Facebook for ROI If you’re still planning for the holidays…it’s not too late!

@point_it #smx #14A1 2

What are we talking about today?


Sales? Leads?

Engagement?

Fan Acquisition?

Social ROI


Remarketing on Social…

http://www.emarketer.com/Article.aspx?R=1011275


Website Custom Audiences


Website Custom Audiences: Set Up

All Visitors

Category pages

Product Description

pages Thank you

pages


CRM-based Custom Audiences


CRM: Set Up


Lookalike Audiences



Understanding the Impact of Mobile Ads


Cross-Device Reporting


How to Use It

Does this stuff work?


Ask: •  FB30 – Facebook only sale, 30% off

everything •  ROI 200% - 300% (last click

attribution)

Strategy: •  Custom audiences via CRM data

(email) & website remarketing •  Newsfeed only placement •  Desktop & mobile targeting •  All revenue tracking thru Google

Analytics


Ad Placements | Desktop & Mobile Targeting examples:

�  Remarketing w/ customer email list, lookalikes, website visitors

�  Travel behaviors (US & INTL): business travelers, personal travelers, commuters, frequent flyers, etc

�  Travel intenders (US) w/ income $75k+

�  Tablet by OS – iOS/Android (not a strong push on phones)


Results �  Media spend: <$3,000

�  Facebook Revenue (as recorded in GA from ads only): $19,000+

�  ROI: 600%

�  Additional $20,000 from promo code going viral!

Cross-Device report update:

�  Nearly 20% of conversions started on mobile & finished on desktop … conversions that GA probably missed because of attribution challenges

�  AOV was around $140, resulting in additional, untracked revenue of $5K+

Thank you! Ian Mackie, Director of Strategy [email protected] Twitter: @point_it Facebook: facebook.com/pointit

Social Media

Facebook for ROI By Ian Mackie