how digital marking can pay for itself - amplify digital conference cork
TRANSCRIPT
Hello
@WolfgangDigital
*IAB
Monthly Active Users
Not All Social Media Channels are born equal
There’s Facebook & There’s Everyone Else
Social continues to eat display
Social continues to eat display
The Ad Formats Have Evolved…
The Ads Have Evolved….
The Ads Have Evolved….
…but the KPI hasn’t.
*Zenith
More than 50% of
Revenue Generated
From the 3rd Click +
More Touch Points = More Conversions
X 2.5
*McKinsey
More Touch Points = More Valuable
X 10%
*HRBR
Case Study 1: Channel Integration
1. Full Funnel Strategy
2. Audience Segmentation
3. Integration
The user journey has many touch
points
x5 times
Awareness & Interest
Consideration
Action
Dynamic Product AdsGoogle
Shopping Ads
Dominating the SERP
through PPC & SEO
Consumer Trust
Advocacy
Audience
Integration
Find your Unexpected Audiences
CTR increased by 52%
CPC declined by 38%
Sharing Facebook Audiences With Adwords
Case Study 2:
Tracking Offline Events
How To Measure In-store Purchases
What are Offline
events? Track the full user journey, from
viewing a Facebook ad to making a
purchase In-Store.
Match transaction data from your
customer database or point-of-sale
system to ads reporting
Tracking online sales with Facebook
Pixel and Google Analytics
Challenge: Facebook users generally
prefer to go in-store.
E-receipts to capture data in-store
Upload e-receipt emails to
51% match rate
Use Offline events reporting to
report on offline (in-store sales)
from March Video Campaign
For Every 1 Online Sale…
…Facebook Generated an Additional 4 In-Store Sales!
Case Study 3:
Online Is Killing Offline
Stop wasting budget on traditional channels
Online vs. Offline
Multi-channel campaign:
Radio
Press
Direct Mail
Telemarketing
Online (Social & AdWords)
Offline is very expensive!
Full page in the Irish Times: €36,000
Radio One: €9,000 for 5 weeks
Facebook & AdWords delivered
73% of overall results from 15%
of the campaign budget
Transparent reporting: tracking
everything in Google Analytics
and Facebook Pixel
Key
Takeaways
Key Takeaways
1. Be bold, select a conversion-based KPI
2. Plan your campaign using a full-funnel approach
3. Video is your BFF for audience building on Facebook & YouTube
4. Integrate activity across channels, share audiences and data
5. Hack the Ad System using Advocacy
6. Move budget from traditional channels to online
@WolfgangDigital
Thank you!
@WolfgangDigital
