SOCIAL MEDIA SUMMIT 16-12-2016 How to build Facebook campaigns that drive conversion
SOCIAL MEDIA SUMMIT 16-12-2016
How to build Facebook campaigns that drive conversion
Hi, I am Wouter !
https://www.linkedin.com/in/wouterschikhof
https://www.twitter.com/wouterschikhof
Let’s get to know each other:
Source: http://www.socialmediamodels.net/category/roi-models/
Still reality…...
The role of Social
BUILDING BRAND BENEFITS & PREFERENCE
(rational value for me)
Credibility &
Expertise
BUILDING BRAND PERSONALITY
(positive association / identification)
Personas
CREATING A BRAND IDENTITY(establishing brand values) Storytellin
g
BRAND EXPERIENCE(inspire, support)
Customer retention (interaction through webcare
community management)
Interaction (engagement) ≠
Revenue
So what…we can’t sell through
social?
“Hell yeah, we sure can!”
How to avoid wasting budget1. Ask yourself what are touch points of
social media your customer’s journey,
2. Which user action do you considered as an act of interest or buying intent?
3. Think in “audiences”
4. Think about what message or “proposition” is relevant for your audience
5. Test messages / audiences
Touch points in the customer journey
website visitors at the point of buying your or a similar product and who are
looking for the best deal.website visitors that explicit interest in your products,
may ask their peers for tips / feedback.Website visitors that have examined your product / services.
Website visitors (customers) that have purchased your products before
whom my share their experience
People discover a product / brand through their friends
but may not visited your website. No « need »
People could be interested in your product have interacted
with your page / post / campaigns but have not
visited your website.
Building your tactics (or strategy if you prefer using that term)
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Target audience
> 120 days
90 days
60 days
30 days
< 15 daysThese are people
that consider buying!
Website behavior defines buying intent
Considers a purchase:• Visited product detail pages,• Watched product demo / video• Downloads brochure
Compares / Decides:• Signs up for a trail,• Configuration / simulation
Buying :• Added to cart and buys• Started to fill out quote / form
All different audiences!!
How do I effectively
reach these people on Facebook?
Audience targeting in Facebook
Demographics / Interest,1
3 Look-a-like -> Custom audience, Conversion Tracking or a FB pages you manage.
Custom audience -> website -, app, - or CRM data,
2
Targeting vs. buying intent
Demographics / Interest category
Look-a-likes (based on custom audience, conversion tracking or a FB pages you manage)
Custom audience(based on website behavior, app behavior or CRM data)
Combine targeting + behavior
Fan of my page
Friend of “Fan”
DemographicsInterest categories
Interacted with a post
Visited my website
Visited a specific page on my website
Ordered my product
Left checkout
Bought my product
Subscribed to a newsletter
Where to start…?
Build campaign tactics
Don’t think in silo’s!!!prospect acquisition User can leave an @ in order to receive incentive / coupon
First incentive send after check. User enters into marketing
automation with inspirational content.
prospect Deduplication
Collected @ deduplicated with
current prospect DB
User leaves without browsing the shop,
buying or (mini) conversion. Remarket
for 60 days
Retarget user in search with PLA or adapted ad text and adjusted bid
strategy
Single remarketing ad Brand promise in style of season
collection. CTA discover the new collection.
Retarget user through RTB / Facebook / Instagram
User browsed the shop, does not buy.
Remarket browsers /
cart abandoners
Last 30 days.Remarket browsers Last 60 days.
Remarket browsers Last 90 days.
RSLA (Search) on generics / PLA /
Dynamic remarketing.
Remarket “not fan” Become
Fan / incentive excl. fansPush Brand Promise and
Season Inspirational
visuals
User leaves website after purchase
Conversion pixels will be used to build and target look-a-like audiences that have similar
interest the audiences attracted
Ad texts on Generic and Brand
SearchesProduct Listing Ads
on Generics Search
Target Facebook Fans / custom
audiences
Campaign Flow
Traffic through
Newsletter
Inbound traffic
FB/ Twitter
Campaign website
Luckycycle
Paid traffic through Demographic and
retargeting look-a-like audiences
Tag 7SSN site with Facebook pixel in order to gather
audiences.
Remarket all visitors from 7SSSN excluding people
that have signed up!
Interest based targeting = online shopping excl.
paypal_Signup_Succes_FB_event
Pull Push
Look-a-like audience to successful signups.
Excluding people that signed up.
Demographic targeting (18-60)
Tactics
Targeting audienceCampaign Goal Adset Demographic Targeting Placement
KL_Paypall_7SSN_Conversion
Conversion
_IB_BROAD_BE-NL
Age: 18 - 60 Interest = Online shopping. Excl. Paypal_Signup_Succes_FB_event
Desktop and Mobile Newsfeed
“ _IB_BE-NL Age: 18 - 60 - Desktop and Mobile Newsfeed
“ _LAL_Converted_BE-NL
Look-a-like audience to succesful signups but excluding they people that have already signed up
Desktop and Mobile Newsfeed
“ _LAL_BE-NL Look-a-like 7SSN but excluding they people that have already signed up
Desktop and Mobile Newsfeed
“ _RMT_BE-NL All visitors 7SSN but excluding they people that have already signed up
Desktop and Mobile Newsfeed
Demographics / Interest categoryLook-a-like / Look-a-like of convertersRemarketing visitors excl. converters
Ad Examples
Campaign Metrics ResultsImpressions 994.738Reach 499.075CPC (link) €0,83CTR (link) 0,91%Complete reg. 1.921CPA €3,90Ad cost €7.500
Results
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Be aware!
Don’t expect massive sales vol.
Not even through paid
Reality = Media overlap
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/
And conversion path’s
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/
And this problem!
Display
View
Display
ClickSocial Click
E-mail Click
SEA Click Goal
Last Click Attribution
Facebook attribution
Be aware and fair!Social Media (paid or organic) assist conversion and revenue in the long run
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