IIF2018 - Martin Sønderbæk - Facebook Advertising Evolved

•

1 j'aime•138 vues

In his presentation, Martin will talk about how to create and use retargeting audiences on Facebook. As he puts it: ”This is where the money is”. Retargeting on Facebook has developed into a new era within the past few years. Going from website retargeting – to dynamic retargeting – to creating audiences from people who interact with posts, people who open a lead ad or people who like an image on Instagram. But now it’s all about being as personal and relevant as possible. How do YOU get the most out of all the possibilities you have within Facebook?

Médias sociaux

v
P o s i t i v e
h i g h
R O A S
Ta r g e t t h e
r i g h t p e o p l e
What all marketers want when
doing Facebook advertising
M i n i m a l
m a i n t e n a n c e

How many
are
advertising
on
Facebook?
62

How many of you…
v
P o s i t i v e h i g h
R O A S ?
Ta r g e t t h e
r i g h t p e o p l e ?
M i n i m a l
m a i n t e n a n c e ?

1. Audiences 2. Sales funnel
THE 
AGEND
A.

The
winning
strategy.
3. Ad message 4. Remarketing
flow

Founder of We Are Humans
Facebook Marketing Specialist
Martin
Sønderbæk

We help companies get the most
out their advertising budget on
Facebook
www.wearehumans.dk

Finding the people that matter the
most to your business
Remarketing audiences

Engagement
remarketing
From website remarketing
to
Website
+

Audience:
Video
Engageme
nt• 3 sec
• 10 sec
• 25%
• 50%
• 75%
• 95%

Audience:
Facebook
Page• Everyone who engaged
with your Page
• Anyone who visited your
Page
• People who engaged with
any post or ad
• People who clicked any
CTA-button
• People who sent a
message to your Page
• People who saved your
Page or any post

Audience:
Events
• People who
responded Going or
Interested
• People who have
responded Going
• People who have
responded Interested

Audience:
E-mail list
• Newsletter
subscribers
• Customers
• Unsubscribers

Facebook
pixel
To create these audiences you’ll
need
Remember to keep yourself updated
with Facebook’s latest data policies

Audience:
Website
traffic
• All visitors
• People who visited
specific web pages
• Visitors by time spent
• Customers
• From your events

Audiences that will bring
you immediate value:
• Viewed 75% of your
video the past 7 days
• E-mail list
• Engaged with your
FB page the past 3
days
• Visited your website
the past 7 days
• Viewed products the
past 14 days
• Added products to
the cart the past 28
days

Sales Funnel
Targeting the right people, at the
right time, with the right message
62

Sales Funnel: Interest
62
Engagement audiences
Message:
Benefit 1
Value 1

Sales Funnel: Interest
62
Engagement audiences
Goal:
Website traffic
optimize for landing page views

Sales Funnel:
Consideration
62
Website traffic
Audiences:
Website traffic 14-30 days
Website traffic 30-90 days
Website traffic 90-180 days
Customer list (subscribers)

Sales Funnel:
Consideration
62
Website traffic
Message:
Benefit 2+3+4
Value 2+3+4

Sales Funnel:
Consideration
62
Website traffic
Goal:
Content views
Add to cart
Soft conversion
Contact us

Sales Funnel: Action
62
Website traffic
Audiences:
Website traffic 0-7 days
Website traffic 7-14 days
Content views/services 21
daysadd to cart/contact/pricing 28
days

Sales Funnel: Action
62
Website traffic
Message:
Buy now (urgency)
Sign-up (free trial)
Promo code
Contact us

Sales Funnel: Action
62
Website traffic
Goal:
Add to cart
Purchase
Leads
Contact us

Every
eCommerce
64
Should have
dynamic product
ads running

Every Company
64
Should have a
customized website
remarketing flow

Every Company
64
Website traffic 7-14 days
Website traffic 14-30 days
Website traffic 30-60 days
Website traffic 0-7 days
Website traffic 60-180 days

Let’s
connect.Martin Sønderbæk
62
martin@wearehumans.dk
wearehumans.dk
@wearehumans.dk
www.wearehumans.dk

Contenu connexe

Tendances

Native ad campaign givenchy & kenzo & bar kod shop perfumery monten...

Sanja Baltic

Social Media for Business Marketing

Advance Business Consulting

Forever 21 Final: ADV 420

RavonneMckenzie

Your Pie (Athens, GA) Digital Marketing Campaign

Kelly Weber

Getting started with facebook ads and getting results kerwin mc kenzie

TBEX

Promotional Products Week Presentation

The BPMA

Tendances (6)

Native ad campaign givenchy & kenzo & bar kod shop perfumery monten...

Social Media for Business Marketing

Forever 21 Final: ADV 420

Your Pie (Athens, GA) Digital Marketing Campaign

Getting started with facebook ads and getting results kerwin mc kenzie

Promotional Products Week Presentation

Similaire à IIF2018 - Martin Sønderbæk - Facebook Advertising Evolved

Think Global Institute Inbound Marketing January 2015

Elyse Meyer

Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today? In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success. Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.

How To Build Your Own Content Marketing Plan

Michael Brenner

Social Media Marketing Plan - Jeweller Brand

Shalini Kuruvath

Lifecycle Marketing: Date Leads. Marry Customers - NEW 2014

Ramon Ray

Digital marketing 2017 final

Get up to Speed

Introduction to digital marketing for beginners | Digital marketing startup g...

Deep Mehta

Direct to Consumer Wine Symposium 2018 Facebook Workshop

Wine Glass Marketing

Defining your social media omni-channel strategy

Social Circle

How to run a killer social media campaign

Social Circle

Bindani proposal (2)

donotspam247

Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.

Content Marketing Tactics & Strategies for Business 2 Business Industries

Pieter S Verasdonck

Smarter Marketing for your Events

Marino Fresch

HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound Campaign

Nikita Smits

Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer. In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love! I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.

B2B Marketing Success With Content Marketing

Michael Brenner

Social media content planning like a boss

Kirstie Smith

Four-part social media training series. Social Media Training Series: Marketing & Sales; Customer Service; Leveraging Social Communities; Tracking and Analyzing. Social media communities; community outreach, community engagement. Presented by digital marketer Genia Stevens. Visit her at: belwahmedia.com https://www.forbes.com/sites/forbesagencycouncil/people/geniastevens1/ http://linkedin.com/in/gvstevens Contact Genia if you need a speaker: genia@belwahmedia.com

Social Media Training Series: Marketing & Sales; Customer Service; Leveraging...

Belwah Media [Genia Stevens]

Witi blogging roi_baran

Capital Group

Webinar Slideshow: How to convert trade show leads into customers

QuickTapSurvey

Liquor Store Advertising Part 4 of 5

Monika Somogyi

Test

Abhishek Guha Roy

Similaire à IIF2018 - Martin Sønderbæk - Facebook Advertising Evolved (20)

Think Global Institute Inbound Marketing January 2015

How To Build Your Own Content Marketing Plan

Social Media Marketing Plan - Jeweller Brand

Lifecycle Marketing: Date Leads. Marry Customers - NEW 2014

Digital marketing 2017 final

Introduction to digital marketing for beginners | Digital marketing startup g...

Direct to Consumer Wine Symposium 2018 Facebook Workshop

Defining your social media omni-channel strategy

How to run a killer social media campaign

Bindani proposal (2)

Content Marketing Tactics & Strategies for Business 2 Business Industries

Smarter Marketing for your Events

HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound Campaign

B2B Marketing Success With Content Marketing

Social media content planning like a boss

Social Media Training Series: Marketing & Sales; Customer Service; Leveraging...

Witi blogging roi_baran

Webinar Slideshow: How to convert trade show leads into customers

Liquor Store Advertising Part 4 of 5

Test

Plus de Internet i fokus

Facebook grupper är verkligen en dold guldgruva för företag. De är självvalda samhällen av likasinnade individer med gemensamma intressen. En fantastisk plats för att skapa engagemang och få massor av kunder. Natalie Eriksson är digital projektledare och författaren som bloggar på Resumé, gör expertuttalanden i Svenska Dagbladet, föreläser på Berghs och driver två Facebook-grupper med tusentals medlemmar. Natalie föreläser om att bygga communities online och att skapa engagemang i slutna grupper. För hur får man egentligen människor att öppna upp sig i en grupp med 9 000 främlingar? Och hur kan varumärken arbeta för att nå dessa slutna forum?

IIF2018 - Natalie Eriksson - Hur du använder Online Communities för att konve...

Internet i fokus

Föreläsning kommer att ge er konkreta lärdomar och inspiration från den amerikanska marknaden som beräknas ligga minst 3 år före den europeiska. Men det är inte allt som fungerar bättre på andra sidan Atlanten. Mathias har arbetat i 12 år med sälj- och marknadsutveckling för B2B-processer. Med erfarenheter från CRM-marknaden grundade han 2007 ProspectEye som definierade Marketing Automation på den svenska marknaden och som numera är en del av APSIS-koncernen. För 3 år sedan var han med och grundade GetAccept som har en vision att lösa att alltför många affärsprocesser hamnar i Status Quo där aldrig något slutligt beslut tas. Genom att kombinera digital signering med Machine Learning har de hittat receptet. GetAccept rivstartade sin resa genom att komma med i världens mest prestigefyllda företagsaccelerator Y Combinator i Silicon Valley. Sedan dess har bolaget verkat både på den amerikanska och nordiska marknaden.

IIF2018 - Mathias Thulin - Creating a Marketing Funnel that Generates Sales

Internet i fokus

IIF2018 - Vicke cheung - success beyond links

Internet i fokus

Användandet av sociala medier utvecklas och förändras i en takt som gör det utmanande för många företag och varumärken att behålla sin relevans. Dagens användare undviker i allt högre grad att kommunicera via öppna plattformar för att istället använda sig av meddelandetjänster som tillåter dem att kommunicera med en eller flera personer i en privat miljö. Genom att använda chatbotar får företag möjlighet att kommunicera och skapa värde för användaren på plattformar som Facebook Messenger, Instagram, Kik och Snapchat. Att ha förståelse kring chatbotar och hur man ska använda dem kommer bli en nödvändighet för alla som arbetar marknadsföring på sociala medier.

Simon Beyer - Chatbots - IIF2017

Internet i fokus

Globala makrotrender och spaningar - Liselott Lading AXIS - IIF2017

Internet i fokus

IIF2017 - Niclas Bergenblad - Så blir du kunskapsledare i din bransch!

Internet i fokus

A narrow narrow focus brings narrow results. And to ensure that we cover 360 degrees of marketing we need to have a practical digital marketing framework that enables us to get a full overview, keep focus, prioritize activities and execute for success. That is what Morten Blumensaadt from FFW Agency in Denmark will give you in this session. Often businesses see a 1-2 percent conversion rate on their digital solutions. That means that more than 98 % of the users either didn’t convert because of content or usability issues, or because they were not visiting the website with the intention to convert. The key to success is to understand why the visitors are using our solution, and to assist them in every step of the way from initial meet & greet and all the way to becoming a long-term loyal customer. Every step of the user journey needs attention – and every missed step directly translates into missed opportunities. The session focusses on three main areas: • A framework for structuring the activities around the customer journey • Tools to identify and understand user intentions and opportunities • A prioritization framework that identifies the short, medium and long-term opportunities, and enables us to initiate the most valuable activities first! It is 10 % tools and 90 % skills and mindset. Morten promises to cover both!

IIF2017 - Morten Blumensaadt - 360 degrees of digital marketing

Internet i fokus

IIF2017 - Rebecka Eriksson - Tekniken driver trafik, människan driver tekniken

Internet i fokus

Since applications like Snapchat, Facebook LIVE, Instagram Stories and FB Messengers – My Day… we’ve started to see a new creative way of thinking and reaching out to our followers by giving them behind the scenes, product visibility and real life spontaneous content. This new way of reaching out, opens up to extreme possibilities on imprinting your brand with your followers. You are now the director of your own ”endless movie” and with the right strategy you could give them deeper insights and show what your company value really stands for, how your company services and products work, and much more… But, can any company do this?

IIF2017 - Jen & Amy Hood - Spontaneous storytelling

Internet i fokus

Vi lever i en tid då digitalisering är viktigare än någonsin, och transformationen mot ett digitalt samhälle märks tydligt inom de flesta företag och organisationer. Fler och fler branscher upplever detta, från tidningshusen till detaljhandeln, banker och konsulter. Digitaliseringen kommer att påverka allt vi vet, men frågan är hur man förhåller sig till det. Det gäller att följa med, utvecklas och återuppfinna sig själv och sin affärsidé för att ha en chans att överleva. Arash Gilan, VD på VivaMedia och författare av boken ”Get digital or die trying” kommer dela med sig konkreta insikter och case för att hjälpa dig och ditt företag genom den digitala transformationen.

IIF2017 - Arash gilan - get digital or die trying

Internet i fokus

Facebook är en idag mer än en plattform, det är en del av vår digitala infrastruktur. Ingager förklarar möjligheter och trenderna som kan vara nyttiga för dig och din verksamhet under 2016 och framöver. Investeringarna från annonsörer ökar stadigt och intresset för att förstå möjligheterna och utmaningarna Facebooks är större än någonsin tidigare. Vad kan du göra och vad går att göra på Facebook. Intresset är enormt för de nya möjligheterna att annonsera på Instagram, men hur gör man det på rätt sätt? Många marknadsförare har delvis haft fel anslag och mötts av negativa reaktioner. Rätt använt är Instagram en fantastisk kanal för kampanjer. Ingager redogör för framgångsrika strategier när du lägger upp kampanjer och nyheter framöver som berör marknadsförare. För att konkretisera de insikter Ingager presenterat avslutas föreläsningen med ett spännande case för både Facebook och Instagram.

Internet i fokus 2016 - Rätt strategi för Facebook & Instagram - Ingager

Internet i fokus

Omvandla dina läsare till kunder

Internet i fokus

Den 2 September 2012 skrivs ett inlägg på Telenors Facebooksida som blir mycket uppmärksammat i massmedia. Inlägget får en enorm viral spridning, över 160 000 gillamarkeringar under ett dygn, vilket i sin tur skapar en av de mest intressanta kriserna vi sett i sociala medier. Hur kan vi bygga kundrelationer och skapa förtroende igen efter en kris? Hur kan vi hantera kritik i sociala medier på ett professionellt sätt?

Internet i fokus 2014 - Jennie Hahn Von Dorsche - Telenor

Internet i fokus

Dagens medieteknik och kommunikationsformer erbjuder såväl individer som grupper möjlighet att utvecklas och synas. Hur organisationer och företag väljer att använda kommunikationsteknik för att effektivisera sin verksamhet, reflekteras också i organisationsstrukturen. Med hjälp av en tydlig strategi för intern kommunikation kan tidigare hindrande strukturer ändra form och öka enskilda individers känsla av delaktighet och betydelse. Föreläsningen handlar om den gemenskapande funktionen i sociala medier och hur man kan tänka kring nya kommunikationsmedier inom en organisation för att få anställda och grupper att arbeta effektivt mot samma mål – och med stor känsla av delaktighet i processen.

Internet i fokus 2014 - Micke Krona, MAH

Internet i fokus

Juridiken runt varumärken på nätet. Idag pratar vi om varumärken som ett väldigt brett begrepp där alla och envar är sitt eget varumärke. Men, sett från ett juridiskt perspektiv, vad är egentligen ett varumärke? Och hur fungerar varumärkesrätten på internet i allmänhet och i sociala medier i synnerhet? Kristina Fredlund ger tips och råd om hur du bör resonera och agera om ditt varumärke skulle råka ut för snyltning eller kopiering på nätet.

Internet i fokus 2014 - Kristina Fredlund, Awapatent

Internet i fokus

Plus de Internet i fokus (15)

IIF2018 - Natalie Eriksson - Hur du använder Online Communities för att konve...

IIF2018 - Mathias Thulin - Creating a Marketing Funnel that Generates Sales

IIF2018 - Vicke cheung - success beyond links

Simon Beyer - Chatbots - IIF2017

Globala makrotrender och spaningar - Liselott Lading AXIS - IIF2017

IIF2017 - Niclas Bergenblad - Så blir du kunskapsledare i din bransch!

IIF2017 - Morten Blumensaadt - 360 degrees of digital marketing

IIF2017 - Rebecka Eriksson - Tekniken driver trafik, människan driver tekniken

IIF2017 - Jen & Amy Hood - Spontaneous storytelling

IIF2017 - Arash gilan - get digital or die trying

Internet i fokus 2016 - Rätt strategi för Facebook & Instagram - Ingager

Omvandla dina läsare till kunder

Internet i fokus 2014 - Jennie Hahn Von Dorsche - Telenor

Internet i fokus 2014 - Micke Krona, MAH

Internet i fokus 2014 - Kristina Fredlund, Awapatent

Dernier

This is a test presentation to see if this works

jonnygharris

The Colossal Studio Events Packages.pdf

shybree

Unlock Facebook Success with Sociocosmos

SocioCosmos

GRACE ANDREWS the future of podcasting.pdf

DIGGIT

MalluProgrammers. Careeradvice.Webinarppt.pdf

gouravsarath45

Maximize Your Pinterest Reach....................

SocioCosmos

Social Media Marketing Company Coimbatore

cogniitec

Dernier (7)

This is a test presentation to see if this works

The Colossal Studio Events Packages.pdf

Unlock Facebook Success with Sociocosmos

GRACE ANDREWS the future of podcasting.pdf

MalluProgrammers. Careeradvice.Webinarppt.pdf

Maximize Your Pinterest Reach....................

Social Media Marketing Company Coimbatore

IIF2018 - Martin Sønderbæk - Facebook Advertising Evolved

2. v P o s i t i v e h i g h R O A S Ta r g e t t h e r i g h t p e o p l e What all marketers want when doing Facebook advertising M i n i m a l m a i n t e n a n c e

3. How many are advertising on Facebook? 62

4. How many of you… v P o s i t i v e h i g h R O A S ? Ta r g e t t h e r i g h t p e o p l e ? M i n i m a l m a i n t e n a n c e ?

5. Do not worry. 62

6. 1. Audiences 2. Sales funnel THE  AGEND A.

7. The winning strategy. 3. Ad message 4. Remarketing flow

8. Founder of We Are Humans Facebook Marketing Specialist Martin Sønderbæk

9. We help companies get the most out their advertising budget on Facebook www.wearehumans.dk

10. Finding the people that matter the most to your business Remarketing audiences

11. Engagement remarketing From website remarketing to Website +

12. Audiences based on user engagement

13. Sales Funnel

14. Audience: Video Engageme nt• 3 sec • 10 sec • 25% • 50% • 75% • 95%

15. Audience: Facebook Page• Everyone who engaged with your Page • Anyone who visited your Page • People who engaged with any post or ad • People who clicked any CTA-button • People who sent a message to your Page • People who saved your Page or any post

16. Audience: Instagram profile • Everyone who engaged with your Page • Anyone who visited your business • People who engaged with any post or ad • People who sent a message to your business profile • People who any post or ad

17. Audience: Events • People who responded Going or Interested • People who have responded Going • People who have responded Interested

18. Audiences based on Customer lists

19. Audience: E-mail list • Newsletter subscribers • Customers • Unsubscribers

20. Audiences based on Website traffic

21. Facebook pixel To create these audiences you’ll need Remember to keep yourself updated with Facebook’s latest data policies

22. Your most valuable audiences

23. Audience: Website traffic • All visitors • People who visited specific web pages • Visitors by time spent • Customers • From your events

24. Audiences that will bring you immediate value: • Viewed 75% of your video the past 7 days • E-mail list • Engaged with your FB page the past 3 days • Visited your website the past 7 days • Viewed products the past 14 days • Added products to the cart the past 28 days

25. Sales Funnel Targeting the right people, at the right time, with the right message 62

26. Sales Funnel 62 New audiences (lookalike, detailed targeting) Engagement audiences (video views, FB page, IG profile etc) Website traffic + subscribers (14-180 days past visitors) Website visitors (0-14 days, content views, add to cart, contact us page etc) Customers(purchase), customer lists, leads

27. Sales Funnel: Interest 62 Engagement audiences Audiences: 75% Video views – 7 daysEngaged with FB page 3 daysEngaged with IG profile 3 days

28. Sales Funnel: Interest 62 Engagement audiences Message: Benefit 1 Value 1

29. Sales Funnel: Interest 62 Engagement audiences Goal: Website traffic optimize for landing page views

30. Sales Funnel: Consideration 62 Website traffic Audiences: Website traffic 14-30 days Website traffic 30-90 days Website traffic 90-180 days Customer list (subscribers)

31. Sales Funnel: Consideration 62 Website traffic Message: Benefit 2+3+4 Value 2+3+4

32. Sales Funnel: Consideration 62 Website traffic Goal: Content views Add to cart Soft conversion Contact us

33. Sales Funnel: Action 62 Website traffic Audiences: Website traffic 0-7 days Website traffic 7-14 days Content views/services 21 daysadd to cart/contact/pricing 28 days

34. Sales Funnel: Action 62 Website traffic Message: Buy now (urgency) Sign-up (free trial) Promo code Contact us

35. Sales Funnel: Action 62 Website traffic Goal: Add to cart Purchase Leads Contact us

36. eCommerce: Dynamic Product Ads 64

37. eCommerce: Dynamic Product Ads 64

38. eCommerce: Dynamic Product Ads 64

39. eCommerce: Results? 64

40. Every eCommerce 64 Should have dynamic product ads running

41. Every Company 64 Should have a customized website remarketing flow

42. Every Company 64 Website traffic 7-14 days Website traffic 14-30 days Website traffic 30-60 days Website traffic 0-7 days Website traffic 60-180 days

43. Let’s connect.Martin Sønderbæk 62 martin@wearehumans.dk wearehumans.dk @wearehumans.dk www.wearehumans.dk

IIF2018 - Martin Sønderbæk - Facebook Advertising Evolved

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (6)

Similaire à IIF2018 - Martin Sønderbæk - Facebook Advertising Evolved

Similaire à IIF2018 - Martin Sønderbæk - Facebook Advertising Evolved (20)

Plus de Internet i fokus

Plus de Internet i fokus (15)

Dernier

Dernier (7)

IIF2018 - Martin Sønderbæk - Facebook Advertising Evolved