10x more effective
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How to spend your first $10K: Using Custom Audiences to be 10x more effective презентация
Содержание
- 1. How to spend your first $10K: Using Custom Audiences to be 10x more effective
- 2. Apply to the FBStart Program Get
- 3. How to spend your first $10K $12K
- 4. Hi, I’m Andy Artz Partner @ Social
- 5. Are you ready to test spend? You
- 6. Where do you start?
- 7. Facebook?
- 8. Twitter?
- 9. Youtube?
- 10. Content Syndication?
- 11. Adwords?
- 12. New stuff?
- 13. Yea, there’s a lot to choose from
- 14. Pick a scalable platform The purpose of
- 15. CONTENT COMPLEX IDEAS SOCIAL TARGETING SEM CAPTURE INTENT VIDEO BRANDING Find “product-platform fit”
- 16. Strategies to avoid when you’re young
- 17. http://www.pocketgamer.biz/comment-and-opinion/61387/apple-killed-ua-again/ Featuring = now 100% curated
- 18. It takes 50-100K installs in 24 hours
- 19. How charting works Done well, spending ~$2K
- 20. Popular keywords are $$$ It is unlikely
- 21. IP-based geo-targeting ≠ great We compared
- 22. CONTENT COMPLEX IDEAS SOCIAL TARGETING SEM CAPTURE
- 23. 4 core concepts for today: Setup the
- 24. Use FB’s custom audience pixel
- 27. Get the FB Pixel Helper
- 30. Install the FB custom audience pixel
- 33. 4 core concepts for today: Setup the
- 34. Create custom audiences
- 35. Your traffic
- 36. Your pixel
- 37. Analyze your custom audience using FB Insights
- 38. Your audience
- 40. 1.7K MAU Men 25-34
- 41. Pro-Tip: Create a 1% Lookalike Audience
- 42. Your pixel
- 43. 4 core concepts for today: Setup the
- 44. Prime your audience using earned or owned media
- 47. No pixel found
- 48. Q: How do I get my custom audience pixel on my earned media?
- 49. A: Use redirects or iframes. Snip.ly is your friend.
- 51. Short URL
- 52. Bonus CTA Your FB Pixel
- 53. Recap: You now have placed your custom
- 54. Next - drive traffic to your site from your FB page
- 55. Create a hidden post from your FB
- 59. Now boost the post using a Page Post Engagement ad targeting your Lookalike 1%
- 60. Your audience
- 61. Why should you boost posts? Your historical
- 62. Boosted post results
- 63. Boosted post results
- 64. 4 core concepts for today: Setup the
- 65. Convert the users who have visited your page/blog
- 66. Custom audience
- 67. Branded mobile app install ads
- 68. This test: show the ad to a
- 69. Mobile app install ad results
- 70. Mobile app install ad results
- 71. 4 core concepts for today: Setup the
- 72. Hey…that was only 4x improvement…I want my money back!
- 73. This test was run with $2500 in
- 74. Refinements Use the learnings from page post
- 75. Let’s Recap!
- 76. Earned Media Pixel Branded FB Page Owned
- 78. You can find this talk at: socialcapital.com/artifacts
Apply to the FBStart Program Get $2.5K in free FB ads credits if you qualify* Turn your $10K into $12.5K
Слайд 2
Apply to the FBStart Program
Get $2.5K in free FB ads credits
if you qualify*
Turn your $10K into $12.5K
Слайд 4 Hi, I’m Andy Artz
Partner @ Social Capital
Head of User Acquisition
We invest
in transformative ideas with global impact to fundamental human needs
VP @ OMGPOP
Analytics & Finance
Real-time Multiplayer Social & Mobile Games
Слайд 5Are you ready to test spend?
You already have some traffic &
customers
You have a working product
You can service more customers
Note: this is not a substitution for organic efforts!
You have a working product
You can service more customers
Note: this is not a substitution for organic efforts!
Слайд 14Pick a scalable platform
The purpose of your first $X should be
to to prove out the viability of a channel
If it works, you can pour more $ in based on your learnings
Avoid one-offs and things that you don’t have control over (e.g. buying a billboard)
If it works, you can pour more $ in based on your learnings
Avoid one-offs and things that you don’t have control over (e.g. buying a billboard)
Слайд 15CONTENT
COMPLEX IDEAS
SOCIAL
TARGETING
SEM
CAPTURE INTENT
VIDEO
BRANDING
Find “product-platform fit”
Слайд 17http://www.pocketgamer.biz/comment-and-opinion/61387/apple-killed-ua-again/
Featuring = now 100% curated
Слайд 18It takes 50-100K installs in 24 hours to penetrate the Top
10 on iOS. The plus is organic discovery.
Incentivized networks charge ~$1-2 per install
Incentivized networks charge ~$1-2 per install
App store charting & bursting
Слайд 19How charting works
Done well, spending ~$2K per day on incent traffic
can yield 0.5x-1x organic lift on iOS
Слайд 20Popular keywords are $$$
It is unlikely that your product’s v1.0 LTV
can compete with their v10.0 LTV
Слайд 21IP-based geo-targeting ≠ great
We compared users’ GPS location from 1st app
open to determine what % were within targeted city limits
~40%+
inaccuracy
Mobile
ad network
Слайд 22CONTENT
COMPLEX IDEAS
SOCIAL
TARGETING
SEM
CAPTURE INTENT
VIDEO
BRANDING
Onwards to custom audiences…
Слайд 234 core concepts for today:
Setup the proper tracking
Study your audience
Prime your
audience [with content]
Convert your primed audience
Convert your primed audience
Слайд 334 core concepts for today:
Setup the proper tracking
Create derivative audiences
Prime your
audience [with content]
Convert your primed audience
Convert your primed audience
Слайд 434 core concepts for today:
Setup the proper tracking
Create derivative audiences
Prime your
audience [with content]
Convert your primed audience
Convert your primed audience
Слайд 53Recap: You now have placed your custom audience pixel on your earned
media.
When you send traffic to that short URL, you are planting the seeds of your custom audience
Слайд 61Why should you boost posts?
Your historical traffic flow is small and
you want to grow it
You want to target a new niche not reflected in your current traffic
You accrue organic reach to your page
You can access cheaper CPM / CPC
You want to target a new niche not reflected in your current traffic
You accrue organic reach to your page
You can access cheaper CPM / CPC
Слайд 644 core concepts for today:
Setup the proper tracking
Create derivative audiences
Prime your
audience [with content]
Convert your primed audience
Convert your primed audience
Слайд 68This test: show the ad to a “primed” custom audience vs.
a general lookalike audience of “non-primed”
Слайд 714 core concepts for today:
Setup the proper tracking
Create derivative audiences
Prime your
audience [with content]
Convert your primed audience
Convert your primed audience
Слайд 74Refinements
Use the learnings from page post engagment ads to refine content
choice, copy, and targeting to maximize CTR/minimize CPC. Likes, comments, shares help to get organic reach. You need organic lift on page posts to make this work.
Because the cost of priming adds a fixed cost to your primed conversions but gives you a 4x multiplier – you have to find the sweet spot where the multiplier effect in increased conversion rate outweighs the cost of priming. For a detailed calculator download the excel here: ? https://s23p.box.com/FBPrimingCalculator
Because the cost of priming adds a fixed cost to your primed conversions but gives you a 4x multiplier – you have to find the sweet spot where the multiplier effect in increased conversion rate outweighs the cost of priming. For a detailed calculator download the excel here: ? https://s23p.box.com/FBPrimingCalculator
Слайд 76Earned Media
Pixel
Branded FB Page
Owned Media
Snip.ly / Redirect
Unbranded FB Page
Page Post Engagement
Conversion
Ad
Custom Audience
Branded FB Page
