Digital Marketing Trends 2014
Digital Marketing Trends 2014 1) Recap about bidding: - oCPM works well with large audiences. Make sure you have at least 25 daily conversions per ad with the "1-day click-through" window. The conversion pixel doesn’t have to be on the last checkout page: to get enough volume for oCPM every day you can put the conversion pixel for example to "add to cart" page and optimise towards that pixel. - CPM works for small audiences. Bid high and you will reach eg. your current customers! Note that frequency quickly becomes high with small audiences. - CPC is a stable and good option to to start with. "Clicks" includes also likes, comments and shares of the ad. - CPA: you pay only for the actions. A/B test CPA with "link clicks" against CPC or oCPM! 2) Recap about targeting: - Install the Facebook retargeting pixel as soon as possible to your website, and start collecting Website Custom Audiences! Learn more at: https://www.facebook.com/help/1474662202748341 - You can target your existing customers if you have an email list: https://www.facebook.com/help/170456843145568 - When you start scaling up the marketing, you can create Lookalike audiences based on your email lists, Mobile App Custom Audiences, Website Custom Audiences or your Facebook fans: https://www.facebook.com/help/465262276878947 - If URL based conversions aren't enough, you can measure in-page conversions, eg. how many people clicked a button on your web page: https://developers.facebook.com/docs/ads-for-websites/conversion-pixel-code-migration#in-page-events
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Digital Marketing Trends 2014
- 1. Digital Marketing Trends 2014 Kalle Tiihonen, Smartly.io Twitter: @ktiihonen
- 2. 1 Google Trends 2 Native Advertising 3 Measurement Trends 4 The Elvis Lookalike 5 A Surprise! 6 Targeting Trends 7 Facebook Bidding 8 Smartly.io Agenda
- 4. The Old
- 5. The New
- 8. Measurement Trends CPM CPC CTR CPA CLV
- 9. Lookalikes
- 10. Targeting Trends Gender Age Location Interests Behavioral targeting Mobile targeting Retargeting / Website custom audiences Custom audiences Mobile app custom audiences Lookalikes A/B tes(ng is required!
- 11. Hi! = Moi! Nice to meet you = Hauska tavata How are you? = Mitä kuuluu? Fine, thank you = Kiitos hyvää I love you = Minä rakastan sinua Bye! = Näkemiin! Finnish Language 101
- 12. How to track this?
- 13. Facebook Bidding 101 CPC To get likes, comments, shares or clicks, go with this option CPM Works best with highly targeted audiences CPA Works with mobile app installs, page likes, offer claims, and link clicks A/B tes(ng is required! oCPM Minimum 25 daily conversions! For large audiences.
- 14. Nordic Facebook Marketing Platform for performance-driven marketers Powerful self-service advertising platform Superior local service with fast response time Smartly.io HQ Helsinki, Finland
- 15. SMARTLY Smartly.io is built to supercharge marketer’s workflow and cut the time spent doing manual work Programmatic optimization Automated optimization is always-on when needed and tweaking your campaigns 24/7 based on the goals & rules you set up. A/B testing With our campaign builder, you can easily create thousands of variations experimenting with every aspect of ad creative, targeting & bidding strategy
- 16. We are quite passionate about the service we provide for our customers Live support chat In case you need our help, our account managers & engineers are there to help you. We usually get things fixed in minutes rather than days or weeks. We listen your feedback We develop Smartly.io in an agile & rapid fashion. That’s also why we want to get your feedback & ideas on what we should build & improve next.
- 17. Happy to help you! Sign up for a free 14 day trial at www.smartly.io You can download this presentation at facebook.com/Smartly.io Kalle Tiihonen www.smartly.io kalle@smartly.io