TFC15 - Catawiki - Hoe Catawiki met Facebook de wereld verovert

Conqueringthe world with

Cata?

Curated auctions

Special items

Business model

Buyercommission

Sellercommission

Tremendous growth!

Conquering the world with Facebook

1. What & Strategy: Harmen Visscher

2. How & Tactics: Jeroen van Ittersum

Role of (online) paid media

Customer journey:

1. 2.

&Acquisition• Bidder registrations

• + ROI on pCLV

Reactivation• Direct commission

• + ROI on reactivation

KPI’s

Challenges

•Category awareness and intent volume

“Watch auction”

“Rolex auction”

Online Media mix

Conquering the world

1. New auctions:• (Potential) Audience driven

2. New countries:• (Traditional) Research vs. Data

• Test and learn

The Beatles: 450.000 fans

Result

1 2 3 4

0

reg

istr

ati

on

s

Weeks

NL

Country X

Why Facebook works

•Not enough intent volume

•Broader view than ROI on LCC

•Auction based pricing

•(User based) Targeting

•Scalability and reach

At least for us

Social Advertising team

14 countries

>2 mio visitors p/m

1.000+ ad campaigns

€X00.000,00 monthly spend

10 Best Practices forFacebook Advertising

1. First things first

1.1 Goals and KPI’s

Cost per acquisition+

Customer Lifetime Value=

Return on Investment

1.2 Targeting options

Interest targeting &Lookalike targeting

Retargeting

Per auction category

1.2 Targeting options

Custom (email) audiences

1.2 Case: App vs Web users

1.2 Targeting options

1.000+ campaigns & 17.000+ ads

2. Scalability

• My Campaign

• Campaign #1

• Oldtimers – Interest - NL

2.1 Naming conventions

VS

2.2 Duplicating campaigns

Oldtimers – Interest – NL

Catawiki.nl/oldtimerveiling

Bied nu mee!

Oldtimers – Interest – DE

Catawiki.de/oldtimerauktion

Bieten Sie mit!

2.2 Duplicating campaigns

2.2 Catawiki.it launch

3. Measurability

3.1 Actual acquisition cost

Facebook campaign – first click Adwords campaign – last click

3.1 Problem #1 – Seeing double

Amount spent = €10Result = 1 registration

Amount spent = €10Result = 1 registration

3.1 Actual acquisition cost

3.2 Tagging

Problem #2 – Who gets credit?

How do we figure this out?

3.3 Centralize all your data

Data Warehouse

3.3 Attribution model

3.3 Attribution model

3.4 Customer Lifetime Value

Campaign Level CLV

CLV Prediction

3.4 Return On Investment

•𝑅𝑂𝐼 =𝑝𝐶𝐿𝑉 𝑝𝑒𝑟 𝑟𝑒𝑔𝑖𝑠𝑡𝑟𝑎𝑡𝑖𝑜𝑛

𝐶𝑜𝑠𝑡 𝑝𝑒𝑟 𝑟𝑒𝑔𝑖𝑠𝑡𝑟𝑎𝑡𝑖𝑜𝑛

4. Automation

4.1 Dynamic retargeting

4.2 Tooling

•Scalable

•Optimization

•CRM connection

Questions?

Visit: catawiki.com/jobs