S’offrir de la visibilité sur les médias sociaux tout en optimisant ses dépenses en achat d’espace est une problématique commune pour la majorité des acteurs. Pour Axel Prévost, Chief Marketing Officer chez SocialMoov, l’équation est simple : « plus le taux de clic est élevé, plus le coup par clic est faible ». L’enjeu réside donc dans la réalisation de campagnes à fort taux de clic. Pour cela 3 enjeux sont à relevés : la définition d’un objectif clair, la créativité et les test & learn.

1. Social Media
Advertising
Optimisez votre achat media sur les réseaux sociaux @axel_socialmoov

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3. Engage
ment
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Mobile
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€
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wers
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ment

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MACA
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update
Multi-
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video
Broad
Category
TV Conv.
targeting
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5. USE
CASE
Brief Tool
Targeting:
Ø Relationship (single,
interested in…)
Ø Students, campus, school…
Ø Geolotargeting big cities…
Ø Split: iOS / Android
Bidding:
Ø OCPM on Mobile App Install
Targeting:
Ø MobileApp CustomAudience
Retarget similar of already users
Ø Focus ages 17/25 y.o.
Ø Image with best CTR + call-
to-action button
Bidding:
Ø OCPM on Mobile App Install
Ø CPA bidding
Results
Ø 50 016.60 Spent
Ø 154 017 Clicks
Ø 25 471 install
Ø $1.97 CPA
Ø CPA -53% in 2 weeks
Evolution of CPA

6. Test &
Learn
A/B
Test
Reactivity
Analyse

7. • oCPM bidding
• Priority target on women from
20 to 38 (inferior CPA)
• Lookalike Audience applied
on subscribers - top 1% profiles
• Remarketing & Interest clusters
Paid lead generation for subscribed readers for
the following magazines: Vogue, Glamour,
Vanity Fair, AD magazine.
USE
CASE
Brief

8. CPC bidding automation by Management rules massively
reduced CPA
+ using oCPM bidding optimized conversions on valuable users
who engage with your main KPI
USE
CASE
Tool

9. Interest clusters for
perfectly focused targeting.
Easy interest group optimization provides reactivity and adaptation and help driving massive results
USE
CASE
Tool

10. AFTER
CPA: -20%
CTR x 1.50
AFTER
CPA: -50%
Volumex2
AFTER
CPA: -20%
Volumex2
AFTER
CPA: -30%
Volumex1.5
USE
CASE

11. Live
Report
Interests
Clusters
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Boost
Mass
Creator
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-ment
Rules
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Pause

12. Platform :
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and optimize
your
campaigns on
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13. Focus on
Creatives
(power of
images)
Have an
optimized
bid on your
main KPI
Do A/B
testing on
targeting to
keep doors
opened
if you don’t know… ask an expert!

14. Auto
Bidding
TV
Synch
Auto
Opti.
prospective 2015

15. Social media advertising - www.socialmoov.com - @socialmoov