"a holistic view into performance marketing" by selcuk atli at master in growth conference

Advertising made easy for marketplace sellers

A Holistic View Into Performance Marketing

Selcuk Atli CEO, Boostable

Introductions

Copyright © 2014 Boostable Inc, All Rights Reserved.

Founded YC Backed Boostable

Founded SocialWire

Facebook Innovation Awards 2012

Fulbright scholar

Singer song writer

Agenda


Managing your marketing mix: Spending with your goals in mind

1

The marketer toolbox: Google, Facebook, Twitter, Display Ads and Affiliate Networks

2

Understanding Mobile: App installs and re-engagement

3

Emerging Native Ad Platforms: Amazon, Pinterest, Instagram, Buzzfeed

4


What is performance advertising?

Align your Budget with Your Goals


Awareness

Generate demand for your product.

Use social, videos, PR, TV and others.

Acquisition

Identify your audience and acquire new customers.

Use social, SEM, app install ads and others.

Re-marketing

Run paid ads to convert existing leads and bring back customers.

Use retargeting, email marketing and others.

Spread your budget


Do not over spend on the last click.

The Marketer Toolbox


Facebook


Don’t buy likes. It's not worth much

Great for products with broad appeal and local

Great for generating demand and re-marketing

Great for mobile apps

Facebook: Custom Audiences


Targeting based on your existing customer base

Re-market to your existing customers with targeted ads

Target lookalikes based on your existing customers

Requires a customer base, but works great

Facebook: Retargeting


Target your recent visitors who have intent to buy

Target people who abandoned their shopping cart

Converts great, but audience is limited

Use together with other channels to generate demand

Twitter


Better fit real-time, recent events

Amplifies other media such as TV

Supports App Install Ads

Retargeting via Tailored Audiences

Google


Great for capturing intent to buy - conquesting works well

Unique products may not generate a lot of impressions

Can be expensive - very competitive

Optimize for mobile landing pages, can drive mobile app installs

Google Shopping Ads


Rich product search ads

No need for keyword targeting

Optimize your product feed

Tough to generate impressions for unique products


Display & Affiliate

Display Ads


Retargeted display ads work

Programmatic ad exchanges

Creative really matters

Banner blindness

Affiliate Networks


Performance works well

Choose partners carefully

Good for blogs and deal sites

Brand alignment is important

Affiliate Marketers Merchants

Commissions

Affiliate Networks

Targeted Traffic

Shift to Mobile


Cookies don’t work any more.

FACEBOOK APPLE iAD TWITTER

Meet the new cookies:

Mobile Marketing Cycle


Acquire

Engage

Monetize

Facebook App Install Ads

Can target via keywords or custom audiences (customer lists)

Great way to build up an app install base

Facebook, Twitter, iAd (Apple)


Re-Engagement Ads


Deep links into the app that was installed

Bring back users who are dropping off

Sell more products or paid content

The Buy Button


Installing an app just to buy something?

Why not buy on Facebook or Twitter

Coming soon…

Emerging Advertising Channels



Native Advertising

Amazon


Instagram


Buzzfeed


In Closing


SPEND ACROSS MULTIPLE DEVICES

SPEND ACROSS THE PURCHASE FUNNEL

MEASURE, MEASURE, MEASURE


Appendix

"a holistic view into performance marketing" by selcuk atli at master in growth conference

Marketing

retargeted display ads

tv supports app install

rich product search

existing customersrequires

existing leads

performance advertising

mobile apps facebook

mobile landing pages