Social Media Advertising Objectives & Audiences Adam Bianco - CMO of Tide Spin
Social Media Advertising Objectives & Audiences
Adam Bianco - CMO of Tide Spin
what we’re talking about today
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01 Why Ads are necessary?
03 5 Tactics to Optimize Your Strategy
02 Getting the lay of the land
04 Wrap-Up & Questions
Introduction
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Hi there! Adam is the Chief Marketing Officer for Tide Spin, the new app-based laundry and dry cleaning delivery service from Tide and P&G. During his previous professional stops - hospitality industry innovators, the G.R.E.A.T. Grille Group and Levy Restaurants, he collaborated with some of the world’s top brands, Harley Davidson, Disney, American Girl, Chicago Cubs, NFL teams, and Hall of Fame athletes. Last year he ran his own successful digital marketing consulting company before joining Tide Spin.
Adam Bianco - CMO of Tide Spin
@adam_bianco
@adam_bianco
@ohiostfootball | over 273,000 followers
@sportsfoodie | only 1 year old & over 22k
/adambianco
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Where We Serve
What We Clean
Wash & Fold Dry Cleaning Household & More
LAUNDRY & DRY CLEANING
DELIVERED
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use code ADAMfor $25 off first order
THE ON-DEMAND LAUNDRY SERVICE
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Social Media, The Business
Social Media, The Business
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Founded in 2004, by this guy
Social Media, The Business
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Oops, wrong guy
Valued at 330 billion!
Social Media, The Business
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What he’s really like...
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Less than 2% of your “Likes” will see your posts
Social Media, The Business
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Social Media, The Business
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Because your boss turns into this...
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Social Media, The Business
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And you want to keep your job
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SOCIAL MEDIA ADVERTISING CONTINUES TO INCREASE
$16B $31B2014 2016
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Less than 2% of your “Likes” will see your posts
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Social Media, The Business
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New “While you were away…”
keeps expanding
Social Media, The Business
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Out of order pictures
Social Media, The Business
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Social Media, The Business
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it’s all about the benjamins
Social Media, The Business
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fewer people are seeing your content
Social Media, The Business
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ads and analytics are powerful and can be effective with a minimal budget
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Ads Objectives
Ad Objectives: key elements
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Objective Audience Creative
Ad Objectives: key elements
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Objective
Objectives: lay of the land
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Objectives: lay of the land
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Objectives: “likes” haven’t gone away
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different objectives at different times
video views
website clicks
likes
app installs
retargeting
dormant & active users
organic posts
Strategy: objective
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Strategy: key elements
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Audience
Ads Network: audiences
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the types of audiences
1 2 3Custom Audience Look-a-Like Audience Saved Audience
Ads Network: audiences
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custom audiencegreat for remarketing, app engagement, email lists
Ads Network: audiences
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look-a-like audiencegreat for expanding your audience base - can target website traffic, app users, & more
Ads Network: audiences
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saved audiencegreat for targeting anyone and everyone!
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Tactic #1: Always, Always, Always Look at
Conversion
Tactic #1: always look at conversion
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Tactic #1: always look at conversion
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Install Cost is great but it’s not the whole story
Tactic #1: always look at conversion
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You must look at the total Acquisition Cost
CONVERSION %
Tactic #1: always look at conversion
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....or take it one step further
CONVERSION % of LTV
Tactic #1: always look at conversion
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It’s a multiple step process
Installs Registration % Order LTV
Tactic #1: always look at conversion
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It’s a multiple step process
Installs Registration % Order LTV
Android: 100%iOS: 100%
Android: 40%iOS: 65%
Android: 9%iOS: 18%
Android: 3%iOS: 6%
Tactic #1: always look at conversion
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let’s run the numbers
Order %
Android: $13.25 per install
iOS: $18.87 per install
Android: 9%
iOS: 18%
Android: $147
iOS: $105
CAC
Tactic #1: always look at conversion
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let’s run the numbers
LTV %
Android: $13.25 per install
iOS: $18.87 per install
Android: 3%
iOS: 6%
Android: $441
iOS: $314
Tactic #1: always look at conversion
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It’s a multiple step process
Installs Registration % Order LTV
Android: 100%iOS: 100%
Android: 40%iOS: 65%
Android: 9%iOS: 18%
Android: 3%iOS: 6%
Tactic #1: always look at conversion
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Starts to put these numbers into perspective
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Tactic #2: Leverage Google’s & Facebook’s
Audience Insights
Tactic #1: leverage Google & FB audiences
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Tactic #1: leverage Google & FB audiences
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Strategy: Audiences
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Strategy: Audiences
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Tactic #1: leverage Google & FB audiences
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Tactic #1: leverage Google & FB audiences
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Tactic #1: leverage Google & FB audiences
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ROI: website traffic
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You may find that your typical demographic audience is much different
ROI: website traffic
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But there are plenty of other types of audiences
ROI: website traffic
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But there are plenty of other types of audiences
ROI: website traffic
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Tactic #3: Do More with Retargeting(specific pages & combos)
Tactic #3: do more with retargeting
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website retargetingFacebook allows you to do more and more with website retargeting
Tactic #3: do more with retargeting
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generalretargeting
highlight other features about your business
retarget a particular product
dormant users
Tactic #3: do more with retargeting
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Custom Combination Ideas
1. Abandoned Carts: people who visit their cart but don’t go to confirmation page
2. Landing Pages: users who visit a landing page but don’t convert
3. Service: haven’t used it in a while, target dormant users of a particular product
4. Time Spent: does time spent = high value user? Target those users
Tactic #3: do more with retargeting
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app retargetingFacebook allows you to do more and more with app retargeting
Tactic #3: do more with retargeting
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App Retargeting Ideas
1. Target your most active users with current campaigns and promos
2. Increase conversion rate of people who have Installed but not have completed registration
3. Dormant Users: leverage FB ads to reach those who may have turned off other channels
Tactic #3: do more with retargeting
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remarketingaudiences
can generate4Xhigher conversions
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Tactic #4: Use Engagement Audiences
Tactic #4: Engagement Audiences
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engagement audiencesby combining objectives you can leverage engagement audiences
Engagement Audiences
1. video views to build awareness (low cost, high reach)
2. drive people to the website or landing page to acquire information (likely offer a lead magnet like a white paper)
video views
website clicks
Tactic #4: Engagement Audiences
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page interactiontarget those who interacted with your page in anyway
Engagement Audiences
1. create an audience from any campaign whether it’s organic, video, paid ad, etc.
2. target those to convert to another objective - page like, app install, etc.
organic post
page like
app install
Tactic #4: Engagement Audiences
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lead formstarget those who interacted with the form
Engagement Audiences
1. start with a lead gen campaign to gauge interest
2. if those people don’t convert on FB, perhaps share a great white paper, video, or article with them to convince them
lead gen
video / article
lead gen
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Tactic #5: Listen to Your Audience
Tactic #5: listen to your audience
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use the toolsfacebook gives you all the tools and insights to see which audience is performing higher than others
Tactic #5: listen to your audience
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two way streetexport data to find insights to refine your ad spend
i.e. age demos
Tactic #5: listen to your audience
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two way streetexport data to find insights to refine your ad spend
i.e. time of day
Tactic #5: listen to your audience
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two way streetexport data to find insights to refine your ad spend
i.e. placement
KEY TAKEAWAYS
● Build a Social Media strategy and plan that ties back into your business goals
● Make a budget for social media advertising
● Leverage retargeting and engagement audiences to drive higher conversions
● Use the audience date to further optimize your campaigns
● A/B test and analyze results
● Always, always, always look at the full conversion for total CAC
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use code ADAMfor $25 off first order
ON-DEMAND LAUNDRY SERVICE
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Email me for slides [email protected]
Any questions?
@adam_bianco
@adam_bianco
@ohiostfootball
@sportsfoodie
/adambianco