[500distro] converting with facebook: how to optimize ads, target audiences & boost your roi

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FACEBOOK ADS For External Conversions MATTHEW BERMAN August 2014 @matthewberman | [email protected]

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Matthew Berman, Distribution Hacker-In Residence, 500 Startups

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Page 1: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

Matthew Berman | @matthewberman

FACEBOOK ADSFor External Conversions

MATTHEW BERMANAugust 2014

@matthewberman | [email protected]

Page 2: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

WHO AM I?(Matt)

MATTHEW BERMANDistribution Hacker in Residence

Distribution for media companies

Affiliate marketing (shhh)

Distribution for startups

PREVIOUSLY:

Spent lots of $$$ on Facebook

Matthew Berman | @matthewberman

Page 3: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

THE PROBLEM

CONCLUSIONBased on many blog posts by reputable sources, most would think facebook isn’t a good channel to market on….FALSE!

FRAUDULENT CLICKS NO CONVERSIONSClick farms, low quality clicks etc Facebook users never buy anything!

Facebook Sucks!!!…NOT.

Matthew Berman | @matthewberman

Page 4: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

FACEBOOK ADS TACTICS

What your ad looks like Who sees your ad General tips and tricks

Creative Targeting Best Practices

Matthew Berman | @matthewberman

Page 5: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

CREATIVE What Your Ads Look Like

Matthew Berman | @matthewberman

Page 6: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

BANNER BLINDNESS

Matthew Berman | @matthewberman

Page 7: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

Matthew Berman | @matthewberman

REDUCING BANNER BLINDNESS

keep your ad images & copy fresh (specifics to come)

blend your ads into the organic content (don’t be misleading)

(exception) you have an extremely well known brand name/logo

(exception) you have a beautiful, physical product to show off

Page 8: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

VSnewsfeed sidebar

Matthew Berman | @matthewberman

Page 9: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

more inventory, less expensive

not available on mobile

SIDEBAR ADS

lower CTR and conversion performance

around for many years

Matthew Berman | @matthewberman

Page 10: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

less inventory, more expensive

available on mobile & desktop

NEWSFEED ADS

higher CTR and conversion performance

much newer than sidebar ads

newsfeed has had better performance for me in most cases

Matthew Berman | @matthewberman

Page 11: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

IMAGE BEST PRACTICES

Matthew Berman | @matthewberman

Page 12: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

OBVIOUS IMAGESEasy to understand

Example A Example B

Matthew Berman | @matthewberman

what do they sell?

children’s books? food?

Page 13: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

OBVIOUS IMAGESEasy to understand

Example A (Bad) Example B (Good)

Matthew Berman | @matthewberman

online classes!? food!

Page 14: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

5 FOOT TEST

stand 5 feet back from your computer, can you clearly see and understand the image?

Matthew Berman | @matthewberman

Page 15: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

FACES…ON FACEBOOK

don’t use woman eating a salad laughing!! use real photos, not photoshopped

Faces blend into organic content

Matthew Berman | @matthewberman

* ask your customers for images or take them yourself

Page 16: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

COPYWhat your ads should say

general structure of your copy should include:

1 or 2 value propositions

price and/or discount

call to action (more than just the button)

Matthew Berman | @matthewberman

Page 17: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

TARGETING Who Sees Your Ads

Matthew Berman | @matthewberman

Page 18: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

PASSIVE VS INTENT ADVERTISING

VS

Intent Based Advertising - More expensive, higher conversion rates, target people at their intent to do something Passive Advertising - Less expensive, lower conversion rates, target people who may be your customer

Passive Advertising Intent Advertising

I love my dog! Buy Dog Food

Matthew Berman | @matthewberman

Page 19: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

SEGMENTS TO ALWAYS USE

COUNTRY

Different countries respond differently to creative and products

and the prices are different in each country

GENDER

Males and females respond differently to creative and products

AGE

Segment ages into ranges: 25-35, 36-45

etc.

If you have a mobile experience, separate desktop and mobile

DEVICE

Matthew Berman | @matthewberman

Page 20: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

Matthew Berman | @matthewberman

AFTER THAT…IT’S UP TO YOU

schoolcity/state/zip

3rd party data (acxiom)

languagerelationship status

life events

employer

interest keywords

education level

behaviors

Page 21: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

LOOK ALIKE MODELSWOW!!

current customers

potential customers

magic

Matthew Berman | @matthewberman

segment “current customers” by engagement level (paying customers vs. others)

Page 22: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

BEST PRACTICES General Tips & Tricks

Matthew Berman | @matthewberman

Page 23: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

CAMPAIGN STRUCTURE

Campaign

Ad Sets

Ad Ad

campaigns for completely different testsads within an ad set compete against each other (only test text + images)

ad sets for everything else

Matthew Berman | @matthewberman

Page 24: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

SPLIT TESTINGIsolate Everything

US

18-24

25-30

Male

Female

Male

Female

Img1

Img2

Img1

Img2

Img1

Img2

Img1

Img2

Country

Age

Gender

Creative

isolate each variable

test the most impactful segmentations first

rigorous testing

Matthew Berman | @matthewberman

Page 25: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

LAST QUICK TIPS

use oCPM bidding - optimize for conversions to websiterefresh your ads frequently - keep frequency under 2

focus on CTR - facebook rewards you with lower prices

Matthew Berman | @matthewberman

sweet spot audience size is around 500k-1.5m

Page 26: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

RECAP

Matthew Berman | @matthewberman

Page 27: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

RECAP

reduce banner blindness

prioritize using newsfeed ads

use clear, concise images

blend ads into organic content when possible

target country, age, gender, and device first

use look alike models when possible

test all variables separately

Matthew Berman | @matthewberman

Page 28: [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

Matthew Berman | @matthewberman

THANK YOUMATTHEW BERMAN

@matthewberman | [email protected]