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

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

3. Google Trends

4. The Old

5. The New

6. Native Advertising

7. Native Advertising

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