The Million Dollar Dog - Lessons from a decade of Paid Social
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Deck from BrightonSEO and Search Elite Manchester 2017 that teaches how to get the most out of paid Facebook campaigns.
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The Million Dollar Dog - Lessons from a decade of Paid Social
- 1. The Million Dollar Dog Matt Beswick – Co-founder, Aira
- 3. I’m going to show you how to get more out of Facebook campaigns @mattbeswick http://linkedin.com/in/mbeswick
- 4. Just because I’m talking mainly about Facebook doesn’t mean this won’t work on other platforms @mattbeswick http://linkedin.com/in/mbeswick
- 5. It gets quite geeky. #sorrynotsorry @mattbeswick http://linkedin.com/in/mbeswick
- 6. Flashback to 2007 @mattbeswick http://linkedin.com/in/mbeswick
- 7. I was “adulting” Decent job. Living with a girl. Bought a dog. @mattbeswick http://linkedin.com/in/mbeswick
- 8. Also in 2007… @mattbeswick http://linkedin.com/in/mbeswick
- 9. I made a game
- 10. Then I presented at a Facebook “garage” meetup @mattbeswick http://linkedin.com/in/mbeswick
- 11. Acquisition offer for +$1m @mattbeswick http://linkedin.com/in/mbeswick
- 13. I was “adulting” Decent job. Living with a girl. Bought a dog. @mattbeswick http://linkedin.com/in/mbeswick
- 18. What happened next @mattbeswick http://linkedin.com/in/mbeswick
- 20. This decision did have some positives though @mattbeswick http://linkedin.com/in/mbeswick
- 21. This decision did have some positives though @mattbeswick http://linkedin.com/in/mbeswick
- 22. I spent $65k of my own money getting people to adopt a fake dog on Facebook. @mattbeswick http://linkedin.com/in/mbeswick
- 23. Full slide image example You can buy lots of these for $65k
- 25. ROI > 7x @mattbeswick http://linkedin.com/in/mbeswick
- 26. Lots has changed since then @mattbeswick http://linkedin.com/in/mbeswick
- 27. The basics
- 28. Custom audience = People you define @mattbeswick http://linkedin.com/in/mbeswick
- 29. People that have visited your site @mattbeswick http://linkedin.com/in/mbeswick
- 30. People that viewed a certain category or service @mattbeswick http://linkedin.com/in/mbeswick
- 31. People who are interested in certain topics @mattbeswick http://linkedin.com/in/mbeswick
- 32. People who live in a location and fit a demographic @mattbeswick http://linkedin.com/in/mbeswick
- 33. Lookalike audience = People you help Facebook define @mattbeswick http://linkedin.com/in/mbeswick
- 34. Take an audience, and find similar people @mattbeswick http://linkedin.com/in/mbeswick
- 35. Scale - 1 – 10%* @mattbeswick http://linkedin.com/in/mbeswick *Audience size ranges from 1% to 10% of the total population in the countries you choose, with 1% being those who most closely match your source.
- 36. Neither is better than the other – it depends on the situation @mattbeswick http://linkedin.com/in/mbeswick
- 37. Use your brain - don’t rely on Facebook or what other people tell you to do @mattbeswick http://linkedin.com/in/mbeswick
- 38. Data. Data, data, data. Data. @mattbeswick http://linkedin.com/in/mbeswick
- 39. Pixels & Conversion Tracking (For the geeks)
- 40. Actually, no. For everyone!
- 42. Install in the <head> Done. @mattbeswick http://linkedin.com/in/mbeswick
- 43. Actually, not ”done”. @mattbeswick http://linkedin.com/in/mbeswick
- 45. Track views of site categories @mattbeswick http://linkedin.com/in/mbeswick
- 47. Adding products to the basket @mattbeswick http://linkedin.com/in/mbeswick
- 51. The problem is, you’re limited @mattbeswick http://linkedin.com/in/mbeswick
- 53. Interactions on a page without a unique URL? @mattbeswick http://linkedin.com/in/mbeswick
- 56. Code based event tracking
- 57. Remember the pixel code? @mattbeswick http://linkedin.com/in/mbeswick
- 59. Once the main snippet is added you can do loads more @mattbeswick http://linkedin.com/in/mbeswick
- 63. Event = Interaction Trigger = Rule Tag = Output @mattbeswick http://linkedin.com/in/mbeswick
- 64. Event = User clicks play button Trigger = Click code fires Tag = Custom event code @mattbeswick http://linkedin.com/in/mbeswick
- 65. Example 1: Low conversion volumes
- 66. What if we only have 2 – 3 conversions per day? @mattbeswick http://linkedin.com/in/mbeswick
- 67. What else can we use? @mattbeswick http://linkedin.com/in/mbeswick
- 68. What else can we use? @mattbeswick http://linkedin.com/in/mbeswick
- 69. GTM “listens” for a click on the “Watch the video” button @mattbeswick http://linkedin.com/in/mbeswick
- 71. Push data into Facebook @mattbeswick http://linkedin.com/in/mbeswick
- 72. Create custom audience of people who’ve watched the homepage video @mattbeswick http://linkedin.com/in/mbeswick
- 74. Use lookalike audiences to find more, similar people @mattbeswick http://linkedin.com/in/mbeswick
- 78. Track anything
- 81. Content Funnels
- 82. Take people on a content journey with you @mattbeswick http://linkedin.com/in/mbeswick
- 83. Start with the first touchpoint @mattbeswick http://linkedin.com/in/mbeswick
- 84. Push informational content @mattbeswick http://linkedin.com/in/mbeswick
- 85. Move them through the buying process @mattbeswick http://linkedin.com/in/mbeswick
- 86. Hit them right in the “feels” @mattbeswick http://linkedin.com/in/mbeswick
- 87. Creative
- 88. If it moves it catches your eye @mattbeswick http://linkedin.com/in/mbeswick
- 92. Static delivers 2x ROI compared to the gif @mattbeswick http://linkedin.com/in/mbeswick
- 93. This is not normal There is no normal Test! @mattbeswick http://linkedin.com/in/mbeswick
- 96. You don’t need a lifestyle image @mattbeswick http://linkedin.com/in/mbeswick
- 98. Forget sound – 85% of people have you on mute @mattbeswick http://linkedin.com/in/mbeswick
- 100. There isn’t a “one size fits all” rule @mattbeswick http://linkedin.com/in/mbeswick
- 101. This is in its infancy – everyone is still developing @mattbeswick http://linkedin.com/in/mbeswick
- 102. Facebook are still figuring stuff out @mattbeswick http://linkedin.com/in/mbeswick
- 103. Which means that we are still figuring stuff out @mattbeswick http://linkedin.com/in/mbeswick
- 104. In recent months we found that… @mattbeswick http://linkedin.com/in/mbeswick
- 105. An insurance client gets their best conversions with custom audiences @mattbeswick http://linkedin.com/in/mbeswick
- 106. A restaurant booking engine do very well from lookalike audiences @mattbeswick http://linkedin.com/in/mbeswick
- 107. A travel client does best targeting people who live in a certain location AND have a propensity towards discounts @mattbeswick http://linkedin.com/in/mbeswick
- 108. Right… thanks Matt. So what do we do?
- 109. Test, test, and keep testing @mattbeswick http://linkedin.com/in/mbeswick
- 110. Scheduling. Bid strategies. Expanded audiences. Instagram. Messenger. Mobile. iOS. Android. Desktop. Tablet. Safari. Chrome. Funnels. @mattbeswick http://linkedin.com/in/mbeswick
- 111. Define your events, set up triggers, and gather the data @mattbeswick http://linkedin.com/in/mbeswick
- 112. Then use it on small scale tests @mattbeswick http://linkedin.com/in/mbeswick
- 113. Do more of the stuff that works @mattbeswick http://linkedin.com/in/mbeswick
- 114. But remember that not everything kills it first time @mattbeswick http://linkedin.com/in/mbeswick
- 115. Test. Change. Don’t let your audience become immune. @mattbeswick http://linkedin.com/in/mbeswick
- 116. Further reading
- 118. Thank you!
Notes de l'éditeur
- Joke about this not seeming important, and it isn’t, but for the next 20 minutes it’s relevant.
- Joke about this not seeming important, and it isn’t, but for the next 20 minutes it’s relevant.
- Joke about this not seeming important, and it isn’t, but for the next 20 minutes it’s relevant.
- Joke about this not seeming important, and it isn’t, but for the next 20 minutes it’s relevant.