4 key lessons for Facebook advertising
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A breakdown of data from a look at over 2.5 billions impressions from Facebook posts that span a 6 month timeframe.
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4 key lessons for Facebook advertising
- 1. 4 Key Lessons: New Research On What Works In The News Feed @justinkistner #adtechSF
- 2. @justinkistner #adtechSF Truth #1 – One size does not fit all Social is no longer just fans, engagement, authenticity, and virality… http://www.mikechurch.com/wp-content/uploads/2012/12/one-size-does-not-fit-all.jpg?2578ec
- 3. @justinkistner #adtechSF Truth #2 – Social is Mobile 80%US Daily Facebook Users Mobile US Daily Twitter Users Mobile 70% 1BFacebook Mobile Users Mobile Only Facebook Users 294M
- 5. @justinkistner #adtechSF Pay to acquire fans Pay to reach fans Organic reach 16%to less than 5% Lesson #1 – It’s Pay to Play Organic reach is dropping
- 6. @justinkistner #adtechSF 4 3 2 1 0 Status Video Offer Photo Link Question 0 1 2 3 4 5Millions Lesson #2 – Paid Boosts Organic/Viral 5 Paid Posts Unpaid Posts Organic Viral .08 .06 .04 .02 0 0 .02 .04 .06 .08 .10%.10 CTR
- 7. @justinkistner #adtechSF Lesson #3 – Off Facebook Value Is Hot Facebook wants to drive off Facebook outcomes • Lead Gen • Ecommerce • In-Store Retail • TV/Video Branding
- 8. @justinkistner #adtechSF Status Update Posts Comparing before and after 1/21 algorithm update
- 9. @justinkistner #adtechSF Link Posts Comparing before and after 1/21 algorithm update
- 10. @justinkistner #adtechSF Past Desktop-first Right rail only Centralized on fan page Tab apps Viral Fans PTAT Present Mobile-first Social streams Complete Media Channel Social mobile landing pages Paid Posting for a Purpose Outcome oriented via. Newsfeeds Lesson #4 – Mobile Changed the Game
- 11. @justinkistner #adtechSF Mobile Opportunities Attention is on Mobile Apps, but real biz needs Mobile Web Mobile App Ideal for Pure Play Digital Zynga Fab.com Amazon vs.Mobile Web Ideal for Fortune 1000 Dell Ford University of Phoenix
- 12. Crushing Link Post Ads
- 13. @justinkistner #adtechSF Not Optimized for Success
- 14. @justinkistner #adtechSF Not Optimized for Success
- 16. @justinkistner #adtechSF Social+Mobile Optimized Unique features that support social ad campaigns + Social + Mobile Optimized Design The average social mobile campaign user takes 2-3 actions. Mobile for social needs to be even more simplified than mobile website or app. Social + Mobile optimized design increases conversion rates. Integrated Conversion Spec Enables real time, look-a-like modeling based on the profiles of people who click enter. Increases CTR and conversion rate, which lowers the cost- per-entry. + OG Meta Tags Facebook, Twitter, and other social sites pull the images and descriptions for their link posts from these tags. Having them in place means large images, socially optimized descriptions, and higher CTRs. Closed Loop Measurement From 1st party cookies to support iOS to integrated URL tags to work around the lack of view tag support in Facebook’s mobile app, there are a lot of details to close the loop on campaign analytics. + + >
- 17. @justinkistner #adtechSF Social+Mobile Optimized Performance Averages from ShopIgniter campaigns • Link Open Rate: 0.3% (not the same as CTR) • Consideration Rate: 193% • Conversion Rate: 4.4% • Mobile Share of Engagement: 51.4%
- 18. 503.232.2021 www.shopigniter.com | @shopigniter | facebook.com/shopigniter Thanks. Questions?
- 19. Bonus Lessons
- 20. @justinkistner #adtechSF Importance of WCAs (retargeting) Averages from ShopIgniter campaigns • CTR on RHS ads is 3-5X higher • CTR on News Feed ads is 2X higher • CVR is 1-2X higher
- 21. @justinkistner #adtechSF Additional Tips From targeting to conversion • Use oCPM + FB conversion pixel • View tags don’t work in mobile • Clicks are not the same as Website Clicks
- 22. 503.232.2021 www.shopigniter.com | @shopigniter | facebook.com/shopigniter Thanks. Questions?
Editor's Notes
- 1. Social is mobile. There is no longer a balance of desktop and mobile – Facebook recently shared that 80%of daily users are on mobile. 70% of Twitter. There are more mobile-only users of Facebook than total active users of Twitter. Social is mobile, period.
- Social isn’t free.Facebook is quickly reducing the scale of their free offerings. YOU MUST PAY TO REACH KEY AUDIENCES and if you’re spending money YOU BETTER MAKE SURE YOU’RE DELIVERING REAL VALUE.Additionally, spending money/media buying in social is a discipline itself and requires specific tools and expertise. Social performance marketing takes social ad buying to the next level.
- So, what this means is that the entire context of social media marketing has radically changed.THIS MEANS that everything we do going forward isMobile firstFocused on reaching key audiences directly in their mobile streamsRequire an interim social mobile-optimized landing experience to drive resultsPredicated on paid mediaAnd focused on reach key customers, not just aggregating fans
- But yet, today, when most marketers want to drive a higher value business outcome – in this case, email capture as part of a contest -- they link from a post to their website. Big mistake. THE SOCIAL MOBILE CONTEXT IS SPECIAL. This experience has a complete disregard for 80% of consumers and applies the rules of desktop design, not social mobile design. This will under-perform EVERY TIME.
- And even when brands make the effort to make their sites mobile-enabled it’s still not enough. TO DRIVE REAL BUSINESS OUTCOMES FROM SOCIAL, YOUR POST-CLICK EXPERIENCES MUST BE SOCIAL MOBILE OPTIMIZED. These are great brands with loyal followers and good engagement on Facebook. There are almost 9 thousand likes on this Lemon Tart post. Put the post-click experience is barely an afterthought. YOU”RE NOT CONVERTING YOUR AUDIENCE AND YOU MAY BE LOSING THEM.