Wei Kuan Lum, Sr. Director, Acquisi6on @ Care.com Scaling Facebook By Hand
Aug 15, 2015
#MAU2015
The World's largest online destination for care. We connect families with great caregivers and caring companies to help you be there for the ones you love.
Care.com
#MAU2015
Care.com
Facebook – Get In, Get Crazy
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
YoY: Scaled 10X, 20% CPA Reduction
#MAU2015
Roadmap…
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
• Campaign Development • Definitions 101 • A View of the FB Acquisition Curve
• Campaign Types & their Value on the Curve • Look-a-Likes • Interest Group Targeting • Video Ads
• Creative Hacking & Management • Training the FB Algo • Speed Bumps • Wrapping it Up…
#MAU2015
NavigaDng the OpDons
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Targeting Bidding Options
Creative
Structure
oCPM CPI/CPA
Click/Views
IG
WCA LALs
How many?
Buttons Style
Campaign
Ads Ad Set
#MAU2015
TargeDng 101 – DefiniDons
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Look-a-likes Interest Group Website Custom
Audiences
Email List Uploads
Nest the Audience - 10-9% - 9-8% - Etc…
Keywords used to ID existing & new audience traits
Retargeting Pixel
Video Ads
Drive Views & Conversions
Keep Audiences >1MM, “Perfect Audience” size varies by Vertical
#MAU2015
Facebook – Campaign Acq Curves
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Interest Group Targeting
Lookalikes
WCA
Video Retargeting
CPA/CPI
Co
nve
rsio
ns
#MAU2015
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
LALs… Exclude, Exclude! Look-a-likes
Email List • Slice & Dice Exclude, Exclude! Final Audience Size is Key • Keep It Broad (e.g. Age
Range, etc.) • Unless Audience is too
Large (e.g. 20MM)
• Age Range
• Actives vs Inactives
• Engaged
• Returning • Churned
• Vertical/Product
• Keep Lists Fresh –Timeframe!
#MAU2015
Interest Group –Audience Developm’t
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
What Do I Like to Read?
How Do I Relax?
What Are My Hobbies?
Who Do I follow?
Interest Group
Psychological • Brands • Politics Social • Likes • Spend Time • Events Emotional • Book types
Practical • Products Used
#MAU2015
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
LALs + IGs= Incremental Volume… Exclude, exclude!
Look-a-likes
Email List • Slice & Dice Exclude, Exclude! Final Audience Size is Key • Keep It Broad (e.g. Age
Range, etc.) • Unless Audience is too
Large (e.g. 20MM)
Psychological • Brands • Politics Social • Likes • Spend Time • Events Emotional • Book types
Practical • Products Used
Interest Group
Watch & Prune: Targets Can Compete
#MAU2015
IG TargeDng – SOPs
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Interest Group
Test: Place the Targeted Individual into “Interests” section
#MAU2015
Video Ads...Increment the Curve
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Video Ad
Capture New Audience • Views = Qualification Retarget Video Viewer • Keep It Broad (e.g.
Age Range, etc.) • Unless Audience is too
Large (e.g. 20MM) • -10%-+15% CPA
#MAU2015
CreaDve – Hacking for Scale
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
How Well Can Your Target Do?
Creative is King… So test, learn, Rinse & Repeat • Creative determines the ability for a target segment to scale.
• Each creative has it’s own “reachable audience” so many cases, campaigns need multiple creatives
• One Size Does Not Fit All: Creative fatigue varies by vertical • Make it Relatable! (To IG Target, To Audience)
Optimize budget for creative
Reach = X
Reach = X+Y Reach = X + .5Y
#MAU2015
Managing CreaDve TesDng
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Color Filter Messaging Style Image Type Style of Image
Filtered • Syntax (Punctuation) # of items Person in Action
Native • Sell Message Types # of people Person + Product
Bright • Short Sentences Wilderness, Store, Park
Dark • Title Case Logo vs Not
Multi-Product Ads… A Few Thoughts • Awesome CTR Play • MPAs set the new bar for CTR threshold and Auction Eligibility • It’s a Balance!
• Skew towards CTR? CPA/CPI is too high • Skew Targets CVR? Deliverability Suffers
#MAU2015
Training the FB Algo
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Campaign Structure • Naming Convention –Determine Performance W/o the Double Click
• Platorm_DEMO_IG_Targets_Other Target_Date
Choosing Bidding Types • Going for scale? oCPM • Is Scale is penultimate to Budget? CPI • Not both
Pixel Placement? Provide Sufficient Signal • Less Optimized Funnel?
• Choose a Point Higher in Funnel, Measure on Backend
• Short, Highly Optimized Funnel? • Choose an Optimization Point Downstream
#MAU2015
Determining Budget
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Setting Initial Budget Impacts Performance Dramatically…
Pre-Work to Campaign Creation… • Think About Your Businesses: What is my allowable CPA? • How do I give FB budget to run & provide the algo sufficient signals to remain valid?
• Don’t Go to Big or Too Small with Budget
• Enable FB to Receive the Right Signals at the Right Cadence!
• Monitor.. Monitor…Monitor!
#MAU2015
Possible Speed Bumps
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Algo is Sensitive & Still in Development: • Finicky campaign history results in slow and very manual rebound:
• Be Cautious: Campaigns and ad “death” occurs within hours of a campaign or ad being turned off, without ability to regain prior high performance.
• FB is Not Google: One cannot turn off a high-performing ad and expect it’s prior efficacy or scale to return
• With delayed UI, misfires with top campaigns = very manual ramp back
• UI sometimes locks an advertiser out from building campaigns
Negative feedback loops Exist! • Ad/Campaign CVRà influence account conversion rate à reduces conversion
rate across other campaigns. • Optimizing towards different conversion points in same portfolio can cause competition
and set a new conversion rate
Fine Balance between CTR and CVR
#MAU2015
Possible Speed Bumps
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
Fine Balance between CTR and CVR
Key Challenges/Learnings
“Instablity” • Interest Group targeting can fatigue quickly, and without notice
• “De-dupes”: IG can compete, even if they once did not (What’s hot today changes). Cannibalization occurs, resulting in volume tanking
• Make sure creatives are great but not too awesome. (cannibalize other ads)
UI can be very delayed or not work, • Less than optimal decision-making
#MAU2015
In Summary…
• Q2 Go Forward • Con6nue to push towards accelerated ROI+ growth
• Integrate and leverage Kenshoo to..
• Iden6fy and understand true mul6-‐channel visitor path to exposure and conversion.
• Test aggressively between SEM and Social to iden6fy mul6plier opportuni6es in acquisi6on while maintaining or lowering cost
• Be Willing to Get Crazy… Be Obsessive
• Be Creative, Leave No Stone Unturned
• Be Patient • Have Grit
• Questions/Comments/Keep the Convo alive? • LinkedIN Profilel:
https://www.linkedin.com/in/weikuanmarketinganalytics • Email: [email protected] or [email protected]