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Organic reach is dead: How to stay relevant on Facebook with paid content Paul Langtry | Sr. Manager
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Paul Langtry Sr. Manager @ Adobe [email protected] @lotsalax
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Key Takeaways
Organic alone will not maintain your brand
presence
1 Strong creative is also
the key to paid content success
2 Facebook Audience
Insights changes everything
3
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Increased engagement alone cannot overcome
declining organic reach
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1. What are the Market trends? 2. Have a Plan 3. Levers for Success 4. Let’s Measure!
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The Changing Landscape of Social Advertising
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1.790 Billion active social media users in 2014*
227.5M worldwide will use Twitter in 2014*
1 Billion worldwide will use Facebook in 2014*
67% Mobile reach (February, 2014)*
70% of Marketers increasing social ad spend in 2014**
* eMarketer, Global Social Media report 2014; ** Gartner, CMO Spend 2014
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Social advertising is quickly becoming mainstream
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US leads with 45% ad
share
Social ad share will reach 15%
Social ad market will reach $25B
by 2016
* eMarketer, Global Social Media report 2014
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(Millions)
Ad Spend Worldwide by Social Network
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Facebook dominates
with 68% in 2014
Social ad market will reach $25B
by 2016
Other
* eMarketer, Global Social Media report 2014
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Facebook post impressions
ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
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Retailers increased marketing efforts on Facebook during the holiday season. The findings: • Posts: In retail, up 64% YOY; up 31%
QOQ. • Paid impressions: In retail, up 13% YOY;
up 53%
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Growth of Facebook Posts
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Source: Adobe Q3 Digital Index Report, 2014
A decrease in organic impressions has led to an increase in posts as marketers look to find a balance between paid and organic posts to reach their fans and beyond. Proving ROI now more important than ever.
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32% YOY
100%
DEC 2013
DEC 2014
MAR 2014
JUN 2014
SEPT 2014
FACEBOOK AVERAGE ORGANIC POST IMPRESSION GROWTH
Facebook post organic impressions
ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
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Organic impressions from Facebook posts continued to drop. However, some post types did better than others. The findings: • Organic impressions from Facebook posts were down
32% YOY.
• Video posts performed the best for organic impressions, flat YOY.
• Text posts were affected most by algorithm changes, down 60% YOY.
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Facebook post share by post type
ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
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Links were on the move after updates from Facebook. The findings: • Link share of posts was up 68% YOY. • Images share of posts was down 15% YOY. • Videos share of posts was up 52% YOY.
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Facebook post interaction rate
ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
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Post interaction rates increased in retail and for video and link-based posts. The findings: • Interaction rates for Facebook posts from
retail brands were up 14% YOY. • Interaction rates for links were up 36% YOY.
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4%
2%
Facebook post interaction rate by day
ADOBE DIGITAL INDEX | Global Digital Advertising Report Q4 2014
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Facebook Friday—Highest percent of interaction rates, post impressions, and posts occurred on Friday. The findings: • Interaction rates were 15% higher on Friday than any other day of the week. • Brand post impressions were 18% higher on Friday than any other day of the week. • Brand posts were 28% higher on Friday than any other day of the week. • Shares and likes happened on Friday more often than any other day of the week.
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1. What are the Market trends? 2. Have a Plan 3. Levers for Success 4. Let’s Measure!
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Have a plan
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3 | Measure your data. A single source of truth to measure your performance
1 | Ensure you plan is aligned across the organization
2 | All teams must have the same ultimate business goal
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Think Business, not Social Goals
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Social Objective: • Acquire X number of fans • Acquire X number of
followers • Achieve X engagement
Business Objective: • Drive brand awareness • Drive preference • Drive loyalty • Drive trial • Drive sales
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CONVERSION Brand & Product-Specific Search Keywords Product Listing Ads (PLA)
Retargeting Lists for Search Ads (RLSA)
Display Retargeting Product Retargeting
LOYALTY
PROSPECTING Generic Industry Search Keywords Content Network – Image & Text Ads
Conquesting (Competitor KWs) Location Targeting
Sponsorships Premium Display
Private Marketplace Open Marketplace
Look-a-like Models 3rd Party Behavioral Data
Business Objectives
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Search Display Digital Advertising Channels
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LOYALTY Fans Custom Audiences
CONVERSION Facebook Exchange (FBX) Custom Audiences – CRM, Website
Right Hand Side - Domain Ad ----------------------------------------
Link Page Post + FB Audience Network Mobile App Install + FB Audience Network
Offers Page Post; Multi-product ads
Logout Experience (LOX) Reach & Target Blocks
Local Awareness ---------------------------------------
- Look-a-like Audiences
Photo Page Post Video Page Post
PROSPECTING
Business Objectives
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Facebook Social Advertising
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1. What are the Market trends? 2. Have a Plan 3. Levers for Success 4. Let’s Measure!
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Understanding the levers that influence Social ROI Success
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Levers
Placement
Ad Format Targeting
Optimization
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Understanding the levers that influence ROI Success
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Levers
Placement
Ad Format Targeting
Optimization
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Placement & Ad Format - Facebook
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1,073
897
402
216
$-
$20
$40
$60
$80
$100
$120
$140
-
200
400
600
800
1,000
1,200
Offer RHS Marketplace Link Post Photo Post - DR
FB Ad Formats
CT Sign Ups CPAAcquisition
Offer Page Post (News Feed)
Domain ad (Right Hand Side)
Link Page Post (News Feed)
Photo Page Post (News Feed)
Facebook Ad Format / Placements Best Practices
Shift placements to the news feeds as the primary real estate and capture growing mobile inventory
Using ads in news feed yields 3x conversion rate compared to Right Hand Side (RHS) Source: Facebook
Support with RHS (desktop only) to drive incremental scale
For an eCommerce client
65% of acquisitions were from news feed
Offer Page Post in news feed delivered a CPA that was 2.6 more cost-effective in driving acquisitions compared to RHS
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Understanding the levers that influence ROI Success
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Levers
Placement
Ad Format Targeting
Optimization
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Leverage data to target more of the right people
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Past Web Purchasers
CRM database
Demo Geo
Interest / Lifestage
Device O/S
Your Data Core Audience Data
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Facebook Audience Targeting
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Core Audiences
Leverage native targeting options with Facebook
Lookalike Audiences
Find more people like your best customers
Custom Audience Tailored Audience
Reach the people you already know
Custom Audiences
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Custom Audiences
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FACEBOOK Email
Phone # Website, Mobile
User ID
Existing 1st Party Data Encryption & secure upload Match to Network Users Target ads against segments
* Not available via Facebook Power Editor. Available via Adobe Media Optimizer.
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Facebook Audience Insights
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View trends from: •People on Facebook (the general Facebook audience) •People connected to your Page or event •People in Custom Audiences you’ve already created (an audience made up of your current customers)
Tap in to Facebook’s vast wealth of demographic and psychographic data to craft you’re campaigns
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Case Study – Audience Targeting
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LEAD GENERATION FOR EDUCATION CLIENT
Look-a-like audiences generated from custom audiences compared to core native targeting on Facebook
to standard Facebook campaigns
Website Custom audiences compared to core native targeting on Facebook
to standard Facebook campaigns
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Understanding the levers that influence ROI Success
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Levers
Placement
Ad Format Targeting
Optimization
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Summary of Facebook Bid Types
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Bid Type Paying For FB Optimization Goal Best Use Case Guideline
CPM Impressions Impressions To maximize effective reach of your target audience Target high value Custom Audience as traffic driver
CPC Clicks Clicks To drive high volume traffic to website When no FB conversion pixel on an action is implemented
oCPM Impressions Conversions When FB conversion pixel is implemented & you want to
show ads to those likely to convert. oCPM Influences effective reach with DR in mind
CPA Actions Actions To encourage users to take action within your ad e.g. page like, link clicks, mobile app install, offer claim
TEST & EXPERIMENT DIFFERENT BID STRATEGIES TO REACH THE RIGHT AUDIENCE & DELIVER ON KPI GOALS
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Another advantage to Facebook bidding is unique digital identity
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Sees Facebook ad on mobile
40% research
products on smartphones 2
Purchases product on
desktop
32% of mobile-attributed
conversions occur on desktop 3
Shops in store
65% access mobile
while shopping in-store 1
Research continues at
home on tablet
41% switch devices to continue a
task 2
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Facebook oCPM
Bidding
Adobe Portfolio
Optimization
Increase Scale &
Gain Efficiencies
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Optimization – Bid and Budget Best Practice
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Manage manually with Facebook Power Editor
Do not change oCPM bid more than 3-4 times a day
Leave at least 2 hours in between changing bids for Facebook pacing to learn
Consider impact of budget changes on pacing
Automate with a strategic Facebook Marketing Partner (Adobe)
Remove suboptimal manual bid and budget decisions, drive efficiencies
Optimize to best performing targets
Allow focus on creative and targeting definition
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Optimization – Bid and Budget Best Practice
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RETAIL CUSTOMER
Increased mobile app installs by 28% while cutting 25% from the cost of each install
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Optimization – Bid and Budget Best Practice
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FINANCIAL SERVICES CUSTOMER
Drove 222% more website clicks at 9% lower CPCs and increased the lead conversion rate by 128%
Website Clicks
CPCs
Conversion Rate
+222%
-9%
+128%
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Optimization – Creative Best Practices
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8x more Facebook creative sensitivity in news feed compared to Google AdWords
5 to 10 creative combination per message to test
Better creative = Better CTR Results in lower CPC & CPA (10-30%) More clicks / actions for the same budget
Mix product with lifestyle messages
Promote prices, special efforts, discounts in text
Run news feed ads with great creative. Supplement with RHS ads if necessary for additional frequency
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Case Study – Creative Performance & Optimization
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ECOMMERCE CUSTOMER
Top performing creative included a mix of product, lifestyle benefits and motivational messages
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1. What are the Market trends? 2. Have a Plan 3. Levers for Success 4. Let’s Measure!
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Understanding the levers that influence ROI Success
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Levers
Placement
Ad Format Targeting
Optimization
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Measurement Best Practices – By Objective
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Brand building
Nielson OCR for online reach, XCR with TV
Nielson BrandEffect for Resonance
Online Sales
Network Conversion Pixels, View through lift tests and Cross-device
Unify digital ads management, tracking and use consistent attribution rules
Track all activities through a Web analytics platform
In-store Sales
Datalogix CPG, Marketing Mix Modelling for CPG and Retail
Mobile Apps
Facebook SDK and 3rd party mobile SDK partner
*
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Case Study – Measurement Online Sales
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EDUCATION CLIENT
Facebook delivers scale compared to
other DR channels
Facebook can be even more cost-efficient than Generic
SEM
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Case Study – Measurement for Online Sales
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ECOMMERCE CLIENT
$0$5$10$15$20
0
10,000
20,000
30,000
Brand Generic Display & Retargeting Facebook Off Platform
Email Leads CPL
Facebook delivered
>1600% more leads vs.
Generic SEM
Facebook delivered 92% lower Cost per leads vs. Brand
SEM
$0$20$40$60$80$100
0
5,000
10,000
15,000
Brand Generic Display & RetargetingFacebook Off Platform
SignUps CPA
Facebook delivered 182%
more acquisitions, 21% lower CPA vs. Generic SEM
Facebook delivered scale even compared
to Display channels
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Case Study – Measurement and Attribution
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ECOMMERCE CLIENT
FB_Offer
Search_Brand
Display_Retargeting
Display_RON_VT
FB_f_fof_and categories_CustomAudiences
Search_Generic
Introducer Influencer Closer
Strong Influencers
Strong Introducer
Strong Closers
54% of conversIons involved multiple touch
points
Facebook Offers Page Post was the strongest
‘closer’ after Brand SEM
Other Facebook activities played equal
importance in top, middle & end of funnel
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Case Study – Measurement and Attribution
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ONLINE SERVICES CLIENT
t
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Key Takeaways
Use
1 2 Embrace oCPM
bidding
3 Utilize Facebook
Audience Insights to frame your campaigns
Test Custom Audiences & Look-a-Likes
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