scaling your business through paid social · twitter, pinterest and others are following. ......
TRANSCRIPT
#MRKGsummit15 @MerkleRKG @MerkleRKG#MRKGsummit15
Scaling Your Business Through Paid Social
Patrick Hounsell
Chief Digital Officer
#MRKGsummit15 @MerkleRKG
Agenda
Market Trends
The Opportunity
Taking Advantage Of The Opportunity
#MRKGsummit15 @MerkleRKG
Emergence Of Facebook As An Acquisition Platform
Social Platforms are becoming Direct Response Marketing Platforms.
Facebook defined the path. Twitter, Pinterest and others are following.
#MRKGsummit15 @MerkleRKG
Facebook Is Now “Pay To Play”
Organic Reach Down to
6%
#MRKGsummit15 @MerkleRKG
Mobile Is The Next Digital Opportunity
#MRKGsummit15 @MerkleRKG
Agenda
Market Trends
The Opportunity
Taking Advantage Of The Opportunity
#MRKGsummit15 @MerkleRKG
Why We Think Facebook Will Be Dominant
TargetingMeasurement
Cross Device Reach Ad Formats
#MRKGsummit15 @MerkleRKG
Facebook Leads All Platforms in Reach
8
Total Page Views and Time Spent (total internet audience)
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Total Views (MM) Total Minutes (MM)
Cross Device Reach
#MRKGsummit15 @MerkleRKG
Facebook Leads All Platforms In Mobile
9
Unique Visitors and Time Spent (mobile)
Total Unique
Visitors/Viewers
(Mobile)
Total Minutes (Mobile)
120,000
100,000
80,000
60,000
40,000
20,000
0
80,000
70,000
60,000
50,000
40,000
30,000
10,000
0
90,000
20,000
Cross Device Reach
#MRKGsummit15 @MerkleRKG
Native Ad FormatsInnovative Formats
#MRKGsummit15 @MerkleRKG
TargetingTargeting
Custom Audiences & Tailored Audiences
CRM List
Matched Targets
ID BasedInterest Based
Content Based
Behavior Based
#MRKGsummit15 @MerkleRKG
Measurement
Identity
IDFACookie AdID
#MRKGsummit15 @MerkleRKG
We’ve Seen This Story Before
13
New form
of targeting
Immense
reach and
traffic
Automated
buying
platform
Native ad
units
#MRKGsummit15 @MerkleRKG
» Can Facebook rival Google’s non-brand scale and performance?
#MRKGsummit15 @MerkleRKG
Agenda
Market Trends
The Opportunity
Taking Advantage Of The Opportunity
#MRKGsummit15 @MerkleRKG
Scaling the Facebook Opportunity
Achieve quick win against
existing Mobile efforts
#MRKGsummit15 @MerkleRKG
Keyword Targeting
#chanel
Gucci
Prada
LouisVuitton
Elle
#vogue
Fendi
Tiffany & Co Mobile Performance
230X
more engagement
VS
0.10%
(1 out of 1,000)
23%
(1 out of 4)
#MRKGsummit15 @MerkleRKG
CTR 4.8%
CTR - 50X better than standard banner unit
Nespresso Mobile Ad Units
Mobile Newsfeed
#MRKGsummit15 @MerkleRKG
Scaling the Facebook Opportunity
Achieve quick win against
existing Mobile efforts
Establish disciplined approach to optimize
paid social levers
#MRKGsummit15 @MerkleRKG
Key Levers For Paid Social
20
Buy Keywords
Layer and Refine with Targeting
Build and Test Creative
Manage Bid and Budget
Optimize Landing Experience
Search
Buy Audience (e.g. Profile)
Layer and Refine with Targeting
(e.g. behavioral)
Build and Test Creative
Manage Bid and Budget
Optimize Landing Experience
Paid Social
#MRKGsummit15 @MerkleRKG
Scaling Your Program
#1 Overall Source of New
Customer Acquisition
Scaled volume 5X
Targeting
• ID• Interest
Creative
• Adam Levine
Placement
• Link Post• Photo Post• RHS
Custom Audience best performing
tactic after remarketing
Facebook direct marketing platform is delivering massive scale
#MRKGsummit15 @MerkleRKG
Scaling the Facebook Opportunity
Achieve quick win against
existing Mobile efforts
Establish disciplined approach to optimize
paid social levers
Scale through Custom Audience
program
#MRKGsummit15 @MerkleRKG
Retailer Case Study
• 5 month rollout of Custom Audience campaign for a large retail advertisers w/ average monthly display spend of ~$1.6MM in US
• Scale: 2X increase in average monthly budget over first 5 months
• Efficiency: CA is driving 51% of orders with 42% of the budget
• Overall Performance: Best performing media tactic
41%
31%
28%
Media Budget
51%23%
26%
Orders
94%128%
103%
CPO Index
FB CA
FB STD
Display
CPO Goal
Custom Audiences:
#MRKGsummit15 @MerkleRKG
#1 Source of “New” Visitors to
Nespresso Website
#1 Prospecting Tactic - Facebook
Custom Audiences
Nespresso Overall Results
CRM Custom Audiences
Interest Based
Custom Audiences
CO
ST P
ER O
RD
ER
57
100
43% More Efficient
-43%
#MRKGsummit15 @MerkleRKG
Scaling the Facebook Opportunity
Achieve quick win against
existing Mobile efforts
Establish disciplined approach to optimize
paid social levers
Scale through Custom Audience
program
Use Facebook to inform cross-channel
targeting
#MRKGsummit15 @MerkleRKG
Niche Targeting Program
Leverage precise filtering to target Users attending various Universities
Expose relevant users to marketers ads
When an exposed College Student visits the site, the Google
Remarketing Tag fires; segmenting the customer into the appropriate
Remarketing List
Leverage University Segment Remarketing List for Search
For example, this could be, “User needs internet for
College.”
#MRKGsummit15 @MerkleRKG
Search RLSA
NYC 3 star restaurant
DSP
DMP
Leverage CRM
• “Lapsed Gift Givers CRM File”
• “Upcoming Anniversary”
• “Peretti Purchasers”
CRM
Integrated Audience Planning & Experience
#MRKGsummit15 @MerkleRKG
Key Takeaways
Facebook rapidly transformed from a social platform to an audience platform, establishing the playbook for the industry along the way
1
Leading the industry in building a massively scalable direct marketing platform within the digital ecosystem
2
We see many similarities to Paid Search and expect budgets to continue to flow into their platform. In particular, Facebook is becoming the de-facto Mobile solution
3
Savvy brands and experienced search marketers have an opportunity to create a first-mover advantage
4
#MRKGsummit15 @MerkleRKG
Thank You!
MerkleRKG.com | Merkleinc.com
29