turning social ad data into higher sales...turning social ad data into higher sales jeannette...
TRANSCRIPT
Turning social ad data into higher sales Jeannette Arrowood
Managing Director, APAC
The History of
Facebook Ads
Evolution of Facebook social data points for marketers
Facebook launches as TheFacebook
First advertisers begin paying
Microsoft becomes the exclusive
provider of banner ads and sponsored links on Facebook
Facebook for mobile browser launches
(remember poking?!)
2004 2005 2006 2007
Evolution of Facebook social data points for marketers
Facebook Pages are launched
Language and geo-targeting ad options
are offered, and Page owners can set
up and manage their own ads
The Facebook mobile app is
launched! And the Like button for
external websites is released.
Sponsored Stories for desktop is
introduced, and those that have
“Liked” a brand on Facebook start to see organic posts
from those brands.
Mobile ads. In the Newsfeed.
The Social Graph is introduced.
Facebook Exchange introduced, allowing
brands to retarget customers using
cookies. (The first “real-time bidding”
on FB.)
2008/9 2010 2011 2012
Evolution of Facebook social data points for marketers
Lookalike audiences introduced.
Custom Audiences introduced with capability
to target those with similar profiles.
Retargeted ads in Newsfeed.
Dark Posts introduced. Ad targeting to specific interests available.
Ad sets & Premium Video ads introduced.
Facebook refines their auto-targeting capabilities.
Posts without paid behind them are increasingly not
seen by the audience.
Carousel ads & Cross-device reporting launched.
Facebook turns 10!
Dynamic Product Ads, pixel technology and Lift
measurement introduced.
25 million advertisers on Facebook.
Instagram ads available for everyone.
Topic data available to spark creative ideas for
ads and targeted campaigns.
Lead Ads are launched.
Automated Captions on video ads appear and FB improves video metrics.
Canvas officially launched.
Ad Verification partners announced.
In-store traffic and sales can be linked to Facebook
ad campaigns.
Messenger Bots are launched.
2013 2014 2015 2016
2008
Driving Page Likes
2013
Driving Engagement
2015
Driving Click through rate
2017
Driving Sales and closes
The way that marketers advertise on Facebook has changed rapidly.
Even the top brands have struggled to master the art of real-time campaign optimization.
“Big Data is Dead Data. Unless You Use it In Real Time.”
“It’s ensuring you are clear on what you are measuring and what exactly you want to get out of that platform.”
We need to know that our ads are adding value and are getting our
message across so using our insights for ad recall, brand awareness,
uplift is really important to us. If the consumer [is] only watching a few
seconds in your creative, and we have got our message at 10 seconds,
we know we haven’t done our job right because we haven’t hooked you
in or grabbed your attention.
In terms of the value, [its] all about understanding consumption
behaviours. You might get one piece of insight from one platform but
then you still have to go back to our creative and see how we can
repurpose it for each platform. It’s ensuring you are clear on what you
are measuring and what exactly you want to get out of that platform.
Pollyanna Ward, Digital and Social Media Manager, Biscuits – Mondelez
“
.”
Successful brands like Mastercard and Mondelezhave:
1. Reinvented their processes
2. Chosen powerful technology to help them
… to get all that data to work together in real time.
That’s why we’ve built Sysomos Paid Analytics.Helping marketers test their audience targeting, ad copy and creative on Facebook in real-time.
You can …
1. Set your campaign hypothesis
2. Use Sysomos Paid Analytics to test your hypothesis
3. Get a holistic view of your campaigns
4. Benchmark across all of your markets for all KPI’s
5. Normalize currencies and ad spend across markets and brands
6. Perform real-time measurement of top ads and audiences
7. And refine best practices while your campaigns are still running,
pulling budget from ads and audience targets that are not running well
and moving that spend to ads that are effective.
What sets Sysomos Paid Analytics apart from simply using native or relying on reports from paid media agencies?
1. Integration of paid and owned data
2. Normalized currencies and metrics
3. Aggregation of data across Business Manager accounts
4. Access to metrics that are not easily available in Business Manager
5. Real-time and the ability to dig deeply on the fly to investigate quickly
