webinar: facebook ads targeting tips to maximize roi
TRANSCRIPT
Everything You Need to KnowAbout Facebook Targetingto Maximize ROI
WEBINAR
Susana CipriotaAutomating Data-Driven Facebook Ads for Ecommerce SitesFunnely Co-Founder | CMO & VP Product
SAN FRANCISCO BAY AREA | INTERNET
CURRENT: FUNNELYPREVIOUS: HEWLETT PACKARDEDUCATION: STANFORD UNIVERSITY GRADUATE SCHOOL OF BUSINESS
Published by Susana:
HOST
THE PERFECT FUNNEL IS A FRAUD: THE REAL ECOMM…MARCH 16,2016
SINGAPOREAN ECOMM’SONLINE SALES SKYROCKET…MARCH 7,2016
UNLOCKING REVENUE BEHIND DYNAMIC PRODUCT ADS
FEBRUARY 18,2016
Facebook Targeting Objectives
01
Demand Generation
02 03 04 05
Audience Insights
Demand Capture
Facebook Targeting TipsIn Numbers
AGENDA
CACLOWER COST
PER PURCHASE
ROILEVERAGE
ROI
SALESSCALE SALES
LTVRAISE LTVOF THE CLIENT
ECOMM MARKETER MAIN OBJETIVES
FACEBOOK TARGETING OBJECTIVES
LOOKALIKE AUDIENCES
CUSTOM AUDIENCES
• INTERESTS
• BEHAVIOURS
• DEMOGRAPHICS
• LOCATION
• WEBSITE
• CUSTOM AUDIENCES
Upload a list of emails, phone numbers or Facebook user ids you want to target and Facebook will match them with its users.
STANDARD CUSTOM AUDIENCE
Insert the Facebook tracking code on your website and you’ll be able to target your ads for all users that have visited a specific page during a set time period.
WEBSITECUSTOM AUDIENCE
Once you’ve created a Custom Audience you can ask Facebook to create a broader Lookalike Audience to target your ads toward similar users. Facebook will look for characteristics your users have in common and create a much bigger list of very similar users.
LOOKALIKE
FACEBOOK TARGETING OBJECTIVES
DEMAND
CONVERSION OBJECTIVE METRICS
VISITOR REACH
• Cost per conversion
• Conversion rate visits / views
• Reach
PURCHASE ROI
• Revenue / Ad Spend
• Cost per purchase
• Ad Fatigue
DEMAND GENERATION: REACH
VS
Interests targeting
HOW TO OPTIMIZE INTEREST TARGETING:A. AUDIENCE INSIGHTS
AUDIENCE INSIGHTS
AUDIENCES INSIGHTS
B. NARROW LOCATIONBY REGION BREAKDOWN
LOOKALIKE AUDIENCES
DEMAND CAPTURE: ROI
WEBSITE CUSTOMAUDIENCES
Facebook Pixel and eventsFACEBOOK TARGETING OBJECTIVES
AUDIENCES INCLUSION & EXCLUSIONS
are required in an ad set to perform better: Consider removing some of your targeting options to
broader it if your audience is too small.
2,000(at least)
of a test running is required to let Facebook algorithms to learn and reflect future results on future campaigns.
The longer, the better.
24hs(at least)
are required by the Facebook conversion optimization algorithm to learn and perform better.
We suggest you to ensure you invest a daily budget that affords 50 conversions.
50 conversionsdaily
is the size we suggest for the lookalike audience size, if you got a bigger one, you can narrow it by interests
or behaviours.
1MMpeople
are usually required for a page to be listed under interests. Not all Facebook Pages are available for targeting as an
interests in Facebook Ads, only the popular ones
50,000likes
from an emailing database are expected to be matched with their Facebook identity while creating a Custom
Audience.
70%of the contacts
is the suggested size of a custom audience to be used as a lookalike seed to let the algorithm work effectively. It
needs a good amount of data to analyze and learn from.
5,000
Thank you!
Questions to: [email protected]