once you track, you never go back: becoming a success story on facebook

Once You Track, You Never Go Back

Magda Maragoudaki, ForestView _AllThingsFacebook ‘13 @ Athens, November 25th 2013

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Today We’ll See:

ForestView Success Stories

Data Tracking & Optimization

Data Tracking & Optimization

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What Can You Track Via Facebook?

Within Facebook

Outside Facebook

Page Likes Engagement

Post Likes Post Shares

Post Comments Photo Views Video Plays

Game Played

Leads Subscriptions

Sales Mobile App Installs

Mobile App Engagement

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What Can You Optimize? Placements RHS - News Feed - Mobile News Feed

Ad Formats Standard Ads - Sponsored Stories - Page Post Ads

Devices Desktop - Mobile phones - Tablets - Models

Audiences Gender - Age - Location - Family Status - Interests Retargeting - Custom/Lookalike Audiences

Other Bidding Type - Time & Day

Ads Image - Text - Video - Photo - CTA - Destination URL

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So, For An Effective Campaign…

Collect & Analyze Site & Campaign Data

Define Your KPIs

Don’t Be Afraid To Test & Optimize

ForestView Success Stories

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Coca-Cola Connect

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The Objective

“Increase Our Fanbase Maximize Engagement”

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How We Did It

Targeting Different Audiences

Testing Multiple Ad Formats

Optimizing Campaigns Daily

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Targeting Different Audiences

Non-fans Fans & Friends Of Fans

Focus on 15-24 y.o.

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Testing Multiple Ad Formats

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Testing Multiple Ad Formats

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But Most Importantly

Insightful Reporting

Daily, Weekly & Monthly Evaluation Of Results

Campaign Optimization Based On Results vs. KPIs

Data Sharing Between All Parties Involved

Teamwork At Its Best!

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The Results

+27% Fan Increase in 2.5 months

1.2m Total Page Engagement

3 Actions/User on average

70% of Actions on Desktop Newsfeed

11% of Actions via Mobile

20K+ Incremental Visits to external

Coca-Cola properties

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You.gr Mobile Application

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The Objective

“Reach Our Consumers Via Mobile Generate Installs Of Our New User-

friendly Application”

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Implementation

Mobile App Install Ads on News Feed

Demographic & OS Targeting

Driving Directly To App Store (iOS)

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The Results

33% Higher CTR compared to standard mobile ads

28% Average Click-To-Install Rate

4.200+ App Installs in 3 months

#1 in the Free Apps & Lifestyle Categories of the Greek App Store in first 2 weeks

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MelinaMay.com

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The Objective

“Boost Sales Lower CPC & Cost Per Action

Improve ROI”

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The Solution

Facebook Retargeting

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The Solution

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How We Did It

Segmenting Customers Into Categories

Testing Multiple Retargeting Ads

Optimizing Campaigns Daily

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Segmenting Customers Into Categories

Gender Product Categories Visited Behaviour i.e. Cart Abandonment

Based on:

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Testing Multiple Retargeting Ads

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Optimization Is Key

Add New Images & Texts Regularly

Test High converting Product Categories

Campaign Reporting & Evaluation Of Results

CPA Optimization so it makes sense to our business

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The Results

55.8% CPA Decline in just 6 weeks

38% Lower CPA vs. other retargeting campaigns

3.6% Conversion Rate – 1.467% higher than

other retargeting campaigns!

12x Incremental View-Through Conversions

Once You Track, You Never Go Back!

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Come & Play @ ForestView’s booth to win your own Facebook Retargeting campaign!