webinar: advanced data activation in facebook
TRANSCRIPT
K A T A N A - F AC E B O O K - AC T I VA T I N G D A T A
D E C E M B E R 2 , 2 0 1 5
ADVANCED DATAACTIVATION
IN FACEBOOK
K A T A N A W E B I N A R S P E A K E R S
CAITLIN BYRNEPROJECT MANAGER / MODERATOR
JJ BANNASCHPRESIDENT - EXECUTIVE SPONSOR
MASON BETSCHMEDIA MANAGER - PRESENTER
AG E N D A
01. KATANAOVERVIEW
04. STRATEGIES, PRINCIPLES
02. DATA ACTIVATION FOR FACEBOOK
03. CAMPAIGNSETUP
ENSURING SUCCESS + INCREMENTAL IMPROVEMENT
A/B Testing, Messaging Matching
INTRO TO DATA ACTIVATION CUSTOM TARGETING FRAMEWORK TO BUILD 2016 CAMPAIGNS
Tips, Approaches, Testing Roadmap, Predictable Performance
PRESENTATIONAGENDA
Sources, Channels, What to ExamineWho, What, Where, Why, and How
K A T A N A F AC E B O O K AC T I VA T I N G D A T A0 1 . K A T A N A OV E R V I E W
01 .KATANA OVERVIEW:INTRODUCTION TO DATA ACTIVATION
WHO WHAT WHERE WHY HOW
W H O I S K A T A N A ?
DIGITALMEDIA BUYING
ADVERTISINGTECHNOLOGISTS
DIGITALSTRATEGISTS
EXTENSIVE EXPERIENCE DATA SAVVY, ANALYTICS ENABLED SOLUTION ORIENTED
10-to-15 Years Minimum Experience Per Media Buyer
Access, Development and Partnerships with Programmatic & Agile Platforms
Customized Marketing/Business Approaches
KATANA OVERVIEW
W H A T D O W E D O ?
PROGRAMMATIC MEDIA BUYING
The use and activation of data in media buying platforms/tools to make systematic decisions to gain
efficiency, insights and business results.
BANNER ADS
VIDEO RADIO MEDIA REPORTING/INSIGHTS
ANALYTICS
PROGRAMMATIC TV PAID SEARCH PAID SOCIAL
A P P R OAC H T O M E D I A S T R A T E G Y , P L A N N I N G & B U Y I N G
DATA ISOUR CURRENCY
The more data we have the richer your campaign strategy, optimization and results will net.
01. DISCOVER 03. DEPLOYTesting plans, data collection, proactive
setup, reactive optimization triggers.
03. DATA ANALYSISReporting and insights.
02. DEVELOPStrategy and approach to
activating data into media channel.Client data and Audience Models.
KATANA APPROACH TO DATA DISCOVERY
DATADISCOVERY
DATA ANALYSIS INPUTS
DATA ANALYSIS OUTPUTS
BUILD AUDIENCE PROFILES - CONSOLIDATE DATA:- 3rd party data- 1st party data- External client data- Historical performance
BUILD PERFORMANCE MODELS - CUSTOMIZED/ PROPER SEGMENTATION- Converters vs. non-converters- What is a high-quality visit (HQV)- Pathing of engagements- Conversion Cycles- Channels- Geo-brand awareness, performance, cut the fat
MATCH UP BUSINESS OBJECTIVES - SHORT AND LONG TERM
ACCEPTABLE VARIANCES
TRENDING - DOW, TOD, DAY-PARTYING
TARGETED VS ACTUAL - HIGH VALUED CUSTOMERS
IDENTIFY OUTLIERS IN DATA SETS & AUDIENCE PROFILES
ROLES & RESPONSIBILITIES FOR EACH SEGMENT AND SUB-SECTION OF EACH CHANNEL
HOW TO UTILIZE PLATFORMS, DSPS, CHANNELS INTERNAL ALGORITHMS PROPERLY WITH AN EXPECTED RESULT
KATANA APPROACH TO DATA DISCOVERY
0 1 .
02.
03.
04.
DON’T USE A SINGULAR GOAL TO OPTIMIZE
SEGMENT HIGH AND LOW QUALITY CUSTOMERS
LOOK BEYOND TOP-LINE TACTIC PERFORMANCE
ENSURE DETAILED TRACKING IS IMPLEMENTED
05.
06.
07.
TRUST YOUR MEDIA BUYING AGENCY WITH YOUR DATA
LET DATA MODELS GUIDE STRATEGY
OKAY TO MAKE ASSUMPTIONS BUT VERIFY THEM QUICKLY, COURSE CORRECT
SEVENSIMPLE TIPS
A P P L Y I N G D A T A A N A L Y S I S I N T O F U N N E L
0 2 . D A T A AC T I VA T I O N F O R F AC E B O O K
02 .BUILD CUSTOM
FACEBOOK TARGETINGWITH DATA ACTIVATION
SOURCES CHANNELS WHAT TO EXAMINE
D A T A T Y P E S F O R F AC E B O O K
IMPROVE FACEBOOK TARGETING WITH DATA
1ST
M E D I A
C R M
C R M : L O O K - A L I K EM O D E L S
S I T E V I S I T S
A N A L Y T I C S
party
S O C I O -D E M O G R A P H I C S
B E H AV I O R A LI N T E R E S T
3rd party
P A I D S O C I A L W E B I N A R
FACEBOOK PAGE: INSIGHTS
Affinity Scores, Demographic Targeting, Behavioral Targeting
P A I D S O C I A L A N A L Y T I C S
GOOGLEANALYTICS
- Segmentation of converts and non-converts
- Demographic, in-market, affinity, geo-locations, conversion paths, return and non-return
- Build business models from performance metrics (30 and 90 days of data)
P A I D S O C I A L E C O S Y S T E M
ADDITIONALDATA SOURCES
OTHER CHANNELS
OFFLINECHANNELS
CRMDATA
PAID SEARCH, PROGRAMMATIC DISPLAY INFO FROM SALES TEAMS, IN-STORE EMPLOYEES, OFFLINE
MEDIA INSIGHTS
LOOK-ALIKE MODELS
Messaging (CTA, Benefit lines, images, etc…), High performing aspects of the campaigns
What are common questions or feedback from client conversations
Target: re-engagement, custom audiences
K A T A N A F AC E B O O K AC T I VA T I N G D A T AO 3 . C A M P A I G N S E T U P
03.CAMAIGN SETUP:
ENSURING SUCCESS + INCREMENTAL IMPROVEMENT
A/B TESTING MESSAGING MATCHING
K E Y A T T R I B U T E S F O R S U C C E S S
FACEBOOKSCORECARD
1 5 7AUDIENCE REACH
ENGAGEMENT
FREQUENCY OF POSTS
LIKES
BUDGET
Use this spectrum to quickly assess your current level of advancement when it comes to Facebook advertising
1 5 7
1 5 7
1 5 7
1 5 7
TOTAL
1 5 7
P A I D S O C I A L T R AC K I N G & I N S I G H T S
CAMPAIGNBUILD
How Setup Impacts Data Collection
WHAT YOU NEED TO GET STARTED
- CAMPAIGN LAUNCH DATA
- CREATIVE IMAGES
- COPY NUMBER
- TARGETING LAYERS
- PRODUCT OR SERVICE BIDDING MODEL
M O D E L F O R P O S I T I V E R E T U R N
FACEBOOKOPTIMIZATION LEVERS
LARGE LEVERS AD FORMAT AUDIENCE
CUSTOMER
PROFILES
AD
PLACEMENT
CREATIVE +
COPY
TIMING
USER HOUR
& DAY OF WEEK
EXISTING DPM
CRM + GOOGLE
ANALYTICS DATA
CONVERSION
STRATEGY
LANDING
PAGES
BIDDING
STRATEGY
DATA
ELEMENTS
UTM PARAMETERS
+ CONVERSION
TRACKING
CONSISTENCY
WITH AD
CAMPAIGNS
MEDIUM LEVERS
SMALL LEVERS
CVR9.50% 28$ 27$ 25$ 24$ 22$ 21$ 19$ 17$ 16$ 14$ 13$ 11$ 9$ 8$ 6$ 5$ 3$ 2$ 9.25% 29$ 28$ 26$ 24$ 23$ 21$ 19$ 18$ 16$ 15$ 13$ 11$ 10$ 8$ 6$ 5$ 3$ 2$ 9.00% 30$ 28$ 27$ 25$ 23$ 22$ 20$ 18$ 17$ 15$ 13$ 12$ 10$ 8$ 7$ 5$ 3$ 2$ 8.75% 31$ 29$ 27$ 26$ 24$ 22$ 21$ 19$ 17$ 15$ 14$ 12$ 10$ 9$ 7$ 5$ 3$ 2$ 8.50% 32$ 30$ 28$ 26$ 25$ 23$ 21$ 19$ 18$ 16$ 14$ 12$ 11$ 9$ 7$ 5$ 4$ 2$ 8.25% 33$ 31$ 29$ 27$ 25$ 24$ 22$ 20$ 18$ 16$ 15$ 13$ 11$ 9$ 7$ 5$ 4$ 2$ 8.00% 34$ 32$ 30$ 28$ 26$ 24$ 23$ 21$ 19$ 17$ 15$ 13$ 11$ 9$ 8$ 6$ 4$ 2$ 7.75% 35$ 33$ 31$ 29$ 27$ 25$ 23$ 21$ 19$ 17$ 15$ 14$ 12$ 10$ 8$ 6$ 4$ 2$ 7.50% 36$ 34$ 32$ 30$ 28$ 26$ 24$ 22$ 20$ 18$ 16$ 14$ 12$ 10$ 8$ 6$ 4$ 2$ 7.25% 37$ 35$ 33$ 31$ 29$ 27$ 25$ 23$ 21$ 19$ 17$ 14$ 12$ 10$ 8$ 6$ 4$ 2$ 7.00% 39$ 36$ 34$ 32$ 30$ 28$ 26$ 24$ 21$ 19$ 17$ 15$ 13$ 11$ 9$ 6$ 4$ 2$ 6.75% 40$ 38$ 36$ 33$ 31$ 29$ 27$ 24$ 22$ 20$ 18$ 16$ 13$ 11$ 9$ 7$ 4$ 2$ 6.50% 42$ 39$ 37$ 35$ 32$ 30$ 28$ 25$ 23$ 21$ 18$ 16$ 14$ 12$ 9$ 7$ 5$ 2$ 6.25% 43$ 41$ 38$ 36$ 34$ 31$ 29$ 26$ 24$ 22$ 19$ 17$ 14$ 12$ 10$ 7$ 5$ 2$ 6.00% 45$ 43$ 40$ 38$ 35$ 33$ 30$ 28$ 25$ 23$ 20$ 18$ 15$ 13$ 10$ 8$ 5$ 3$ 5.75% 47$ 44$ 42$ 39$ 37$ 34$ 31$ 29$ 26$ 23$ 21$ 18$ 16$ 13$ 10$ 8$ 5$ 3$ 5.50% 49$ 46$ 44$ 41$ 38$ 35$ 33$ 30$ 27$ 25$ 22$ 19$ 16$ 14$ 11$ 8$ 5$ 3$ 5.25% 51$ 49$ 46$ 43$ 40$ 37$ 34$ 31$ 29$ 26$ 23$ 20$ 17$ 14$ 11$ 9$ 6$ 3$ 5.00% 54$ 51$ 48$ 45$ 42$ 39$ 36$ 33$ 30$ 27$ 24$ 21$ 18$ 15$ 12$ 9$ 6$ 3$ 4.75% 57$ 54$ 51$ 47$ 44$ 41$ 38$ 35$ 32$ 28$ 25$ 22$ 19$ 16$ 13$ 9$ 6$ 3$ 4.50% 60$ 57$ 53$ 50$ 47$ 43$ 40$ 37$ 33$ 30$ 27$ 23$ 20$ 17$ 13$ 10$ 7$ 3$ 4.25% 64$ 60$ 56$ 53$ 49$ 46$ 42$ 39$ 35$ 32$ 28$ 25$ 21$ 18$ 14$ 11$ 7$ 4$ 4.00% 68$ 64$ 60$ 56$ 53$ 49$ 45$ 41$ 38$ 34$ 30$ 26$ 23$ 19$ 15$ 11$ 8$ 4$ 3.75% 72$ 68$ 64$ 60$ 56$ 52$ 48$ 44$ 40$ 36$ 32$ 28$ 24$ 20$ 16$ 12$ 8$ 4$ 3.50% 77$ 73$ 69$ 64$ 60$ 56$ 51$ 47$ 43$ 39$ 34$ 30$ 26$ 21$ 17$ 13$ 9$ 4$ 3.25% 83$ 78$ 74$ 69$ 65$ 60$ 55$ 51$ 46$ 42$ 37$ 32$ 28$ 23$ 18$ 14$ 9$ 5$ 3.00% 90$ 85$ 80$ 75$ 70$ 65$ 60$ 55$ 50$ 45$ 40$ 35$ 30$ 25$ 20$ 15$ 10$ 5$ 2.75% 98$ 93$ 87$ 82$ 76$ 71$ 65$ 60$ 55$ 49$ 44$ 38$ 33$ 27$ 22$ 16$ 11$ 5$ 2.50% 108$ 102$ 96$ 90$ 84$ 78$ 72$ 66$ 60$ 54$ 48$ 42$ 36$ 30$ 24$ 18$ 12$ 6$ 2.25% 120$ 113$ 107$ 100$ 93$ 87$ 80$ 73$ 67$ 60$ 53$ 47$ 40$ 33$ 27$ 20$ 13$ 7$ 2.00% 135$ 128$ 120$ 113$ 105$ 98$ 90$ 83$ 75$ 68$ 60$ 53$ 45$ 38$ 30$ 23$ 15$ 8$
2.70$ 2.55$ 2.40$ 2.25$ 2.10$ 1.95$ 1.80$ 1.65$ 1.50$ 1.35$ 1.20$ 1.05$ 0.90$ 0.75$ 0.60$ 0.45$ 0.30$ 0.15$ CPC
Lower CPC: 0.15$ Highest CPC: 2.70$
Projected Model Scale for CVR and CPC for Cost-Per-Lead (CPL)Target CPA: 30.00$ Highest CVR: 9.50%Lowest CVR: 2.00%
P A I D S O C I A L T A R G E T P E R F O R M A N C E M E T R I C S
PROJECTED MODEL SCALE FOR CVR AND CPC
FOR COST PER LEAD
K A T A N A F AC E B O O K AC T I VA T I N G D A T A0 4 . S T R A T E G I E S , P R I N C I P L E S
04.STRATEGIES, PRINCIPLES:
FRAMEWORK TO BUILD CAMPAIGNS
TIPS APPROACHES TESTING ROADMAP
PREDICTING PERFORMANCE
P A I D S O C I A L S T R A T E G Y E X E C U T I O N
STRATEGYEXECUTION
QUESTIONS STRATEGIES01. LEAD GEN VS BRANDING?
02. WHAT ROLE IN THE MEDIA MIX
03. AMOUNT OF TRAFFIC VOLUME?
04. ALIGNMENT TO BENCHMARKED PERFORMANCE METRICS / VARIANCES?
05. WHAT IS THE LIFECYCLE OF CONVERSION (REAL ESTATE) - IMPULSE PRODUCTS/ SERVICE AND THE LONG TERM SALE CYCLE?
01. HANDS-ON APPROACH: CPC, CPM, CPA
02. HANDS-OFF APPROACH: FACEBOOK oCPM
F AC E B O O K S T R A T E G Y E X E C U T I O N
STRATEGYEXECUTION
COST PER THOUSAND(CPM)
YOU VALUE
VIEWS
CLICKS
CONVERSIONS
ACTIONS (MOBILE APP INSTALLS, PAGE LIKES,
OFFER CLAIMS, AND LINK CLICKS)
IMPRESSIONS
CLICKS
IMPRESSIONS
ACTIONS
CLICKS
CLICKS
CONVERSIONS
ACTIONS
YOU CARE ABOUT SHOWING YOUR AD; CAN WORK WELL IF MICRO-TARGETING AN AUDIENCE EVEN IF YOU ONLY VALUE CLICKS
A BASIC STRATEGY FOR PERFORMANCE ADVERTISERS
IF YOU CARE ABOUT A TRACKABLE ACTION, YOU SHOULD USE OCPM
WHEN AVAILABLE, CPA IS LIKELY THE BEST BIDDING OPTION FOR YOU
YOU PAY FOR WE OPTIMIZE FOR BEST PRACTICE
COST PER CLICK (CPC)
OPTIMIZED CPM(OCPM)
COST PER ACTION(CPA)
Source: Ad Espresso; https://adespresso.com/academy/blog/everything-need-know-facebook-ads-bidding/
P A I D S O C I A L C R E A T I V E C O N S I D E R A T I O N S
CREATIVE/MESSAGING
How to Approach Via Data Insights
- Creatives/Copy must reflect what’s on your website
- Consistency between ads + landing page
- Bright/eye-catching colors
- Value propositions in creatives
- No click-baiting
P A I D S O C I A L K E Y S T O S U C C E S S
KEYSTO SUCCESS
Test Continually
Constant monitoring
Take advantage of FB Call to action buttons
Don’t boost social posts
Day parting
Combine custom audience with competitor’s fan pages
Vary Start Times
Always cross reference other digital media channel’s data
Q U E S T I O N S + A N S W E R S
QUESTIONS +ANSWERS
