direct response with facebook HKT FB

Conversion Funnel check-in Measure against your business objectives Reach Did I reach the right number of people and the right type of people? Brand resonance Did I improve my brand’s image and change the attitudes of customers? Reaction Did I cause a customer to act—to buy a product, sign up for a service or make a referral? Average CPM by Media Type Explain Identify Frame Recommend Each objective that we can drive Needs and challenges Put in context of the Facebook Story The solutions that meet these needs How you define Direct Response in your own words? Explain Identify Frame Recommend Direct Response Marketing Needs & Challenges Facebook Story Facebook Solutions Explain Direct Response Marketing Direct Response Marketers want conversions • #1 Make a sale (In-store or Online Sale) • need Generate leads / registrations (Website Conversions) • Download an app / game (Mobile App Installs) Measure results across devices Conversion pixel SDK Third-party measurement Current measurement challenges Key challenge Facebook solution Data is fragmented across devices Cross-device: Facebook measures cross-device behavior Current measurement challenges Key challenge Facebook solution Measurement solutions rely on proxies Accurate: Facebook measures real people, not proxies Facebook end-to-end solutions Objective Ad Units Targeting Bidding / Structure Placement Measurement Q&A Expert in DR: DEBRIE F How did it go? What worked? Outstanding questions? Best Practices (not absolute rules) Facebook solution Online sales and lead gen best practices Objective Ad Units Targeting • Driving Online Sales or Lead Gen • For News Feed (mobile and desktop): used Link Page Post Ads • For RHS (desktop): use Standard Ads • • Optimization / Bidding For Prospecting: Start broad (demo, BCTs) and layer in lookalikes from • For custom audiences (website conversions: and email) use oCPM for conversions (requires For Retargeting: FBX, Conversion Custom Audiences (website Pixel) and email) For Remarketing (cross• For clicks: use selling, up-selling): CPC Custom Audiences (website and email) Interfaces • For basic needs: used Create Flow • For more customization: use Power Editor • For more sophistication / customization: use API Measurement • For measuring facebook across devices: use Conversion Pixel • For measuring across publishers: use 3rd party click/view tags (including Atlas) Creative: Include a Call to Action and quality Image • Give the viewer a reason to click your ad: Use Call to Action buttons • The image will be the most noticeable part of your ad, so where possible let that tell the story • Use the text to expand on your message and highlight the call to action Creative: Include a Call to Action and quality Image • Give the viewer a reason to click your ad: Use Call to Action buttons • The image will be the most noticeable part of your ad, so where possible let that tell the story • Use the text to expand on your message and highlight the call to action App engagement: Optimization Installs Point to the ad that would most inspire you to play this game Engagement Creative: Other best practices (http://fbrep.com/research/Facebook_study-Democratizing_ad_ratings.pdf) Text Dos: • Mention the product name in the title (increase conversions by 63%) • Mention prices in the body of the ad (increases conversions by 2x) • Call for Action on the body (increase conversions by 35%) • For apparel: discounts and freebies (free shipping/ gift wrapping) increase conversion by 2x Don’ts: • Call for Action in the title of the ad • (Except for apparel) Focus on discounts- decreases conversions by 15% Image: Dos: • Use the product at the center (increases conversion by 54%) Don’ts: • Text overlay on any image • Tilted shots of products (decreases conversions by 40%) Creative: Refresh your campaigns • • Refresh your campaigns every 23weeks • Most good ads will have consistent ad performance for ~ week • Changes/ updates the text, image or targeting count as refreshes To measure performance of new creative: • Create new ads so that you can report most accurately [...]... clients What are three benefits Direct Response marketers get from Facebook? Reach Targeting / Real World Identity Measurement Recommend Facebook Solutions Facebook end-to-end solutions Objective Ad Units Targeting Bidding / Structure Placement Measurement Facebook end-to-end solutions Objective Objectives in ad create tool and Power Editor Facebook end-to-end solutions Ad Units Facebook end-to-end solutions.. .Direct Response Marketing is designed to generate an immediate response from consumers Measures of success • Cost per Order/Lead • Return on Spend (ROI) • Cost per Conversion/ Acquisition Identify Needs & Challenges Characteristics of most Direct Response Marketers Resultsdriven Analytical Digitallyfocused Iterative Four industries are major Direct Response advertisers eCommerce/Retail... Reengage with different users Challenges • Hitting target cost per conversion • Finding the perfect target • Balancing volume with increasing cost per conversion • Measuring and showing value for what they're doing • Managing highly segmented advertising creative strategy How does Facebook address these needs/challenges, etc.? Everything done with traditional media, can be done even better with Facebook. .. creative strategy How does Facebook address these needs/challenges, etc.? Everything done with traditional media, can be done even better with Facebook Frame Facebook Story In a study of campaigns across different platforms, cost per acquisition on Facebook is on Average 68% lower than competitors Recap: • DR marketing is focused on an eliciting immediate action from a customer • DR clients are focused... Objectives in ad create tool and Power Editor Facebook end-to-end solutions Ad Units Facebook end-to-end solutions Targeting 3 ways to target your audience on Facebook Core Audiences Custom Audiences Lookalike Audiences Sophisticated targeting with unsurpassed accuracy Reach the people you already know Find more people like your best customers