direct response with facebook HKT FB

What are three benefits Direct Response marketers get from Facebook?. Targeting Facebook end-to-end solutions... Core Audiences Lookalike Audiences Custom Audiences Sophisticated targe

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

Each objective

that we can drive

Explain Identify

Needs and challenges

How do you define Direct Response in your own

words?

Direct Response

Marketing

Explain

Direct Response Marketers want conversions

• Make a sale

(In-store or Online Sale)

need

(Mobile App Installs)

• Generate leads / registrations

(Website Conversions)

Direct Response Marketing is designed to generate

an immediate response from consumers

• Cost per Order/Lead

• Return on Spend (ROI)

• Cost per Conversion/

Acquisition

Measures

of success

Identify

Needs & Challenges

Characteristics of most Direct Response Marketers

Results-driven Analytical

Digitally-focused Iterative

Four industries are major Direct Response

advertisers

eCommerce/Retail Financial Services

eCommerce/Retail Financial Services

Gaming Travel

Drive online sales Drive In-store traffic Sign up for a Newsletter Capture customer information

What eCommerce/Retailers care about

What Financial services care about

eCommerce/Retai

l

Financial Services

What Gaming cares about

eCommerce/Retai

l

Financial Services

Installs Re-engagement Generate revenue from in-app purchases

What Travel cares about

eCommerce/Retai

l

Financial Services

• Hitting target cost per conversion

• Finding the perfect target

• Balancing volume with increasing cost per

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 on Conversion and results

• DR clients often have a good understanding of their target markets

• Measurement is a key focus for DR clients

What are three benefits Direct Response

marketers get from Facebook?

Reach Targeting / Real World Identity

Measurement

Recommend

Facebook Solutions

Objective

Facebook end-to-end solutions

Objectives in ad create tool and Power Editor

Ad Units

Facebook end-to-end solutions

Targeting

Facebook end-to-end solutions

Core Audiences

Lookalike Audiences

Custom Audiences

Sophisticated targeting with unsurpassed accuracy

Reach the people you already know

Find more people like your

best customers

3 ways to target your audience on Facebook

Find people you already know

with Custom Audiences

Current

customers

Promote your products or services on any device they use Facebook

Data you own

Man 30–34 Woman 18–24

People who visited your website or mobile app

Custom Audiences

Reach your specific customers or prospects at scale

Matched targets

How Custom Audiences work

Email addresses Phone numbers, iOS IDFAs Facebook User IDs, App User IDs

People you know

Direct or through third-party

People from your website People from your mobile app

Faceboo

k

People you know on

Facebook

Find people who are similar to the people you know

with Lookalike Audiences Lookalike Targeting

He’s on the market for a car insurance

She recently purchased

And these people are just like him

And these people are just like her

Fans of your Page

Data you

own

Your Custom Audience

Bidding / Structure

Facebook end-to-end

solutions

Creative and messaging

• Use powerful imagery

• Keep ads fresh by updating

creative on a regular basis

• Use succinct messaging that

promotes action

• Take your audience to

where they want to land

Creative: Contextual landing site

Make sure the landing page is in line with what the viewer just clicked

Placement

Facebook end-to-end

solutions

Put your products at the center of

the experience

14X

People check News Feed

per day 1 In-stream and native

Designed for

action

2

Optimized for conversion

3

Placement: News Feed versus Right Column

Measurement

Facebook end-to-end solutions

Measure results across devices

Conversion

pixel

measurement

Current measurement challenges

Current measurement challenges

Q&A

Expert in DR:

Best Practices (not absolute rules)

Online sales and lead gen best practices

Facebook solution

Objective Ad Units Targeting Optimization /

Bidding Interfaces Measurement

Link Page Post Ads

• For RHS

(desktop): use

Standard Ads

• For Prospecting: Start

broad (demo, BCTs) and layer in lookalikes from custom audiences (website and email)

• For clicks: use

CPC

• For basic needs:

used Create Flow

use API

• 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

Point to the ad that would most inspire you to play this game

Installs Engagement

Creative: Other best practices

(http://fbrep.com/research/Facebook_study-Democratizing_ad_ratings.pdf)

Text

Dos:

Don’ts:

Image:

Dos:

Don’ts:

Creative: Refresh your campaigns

• Refresh your campaigns every

2-3weeks

• 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