The Facebook Conversion
Conundrum SolvedHow AdWords benef i ts f rom Facebook audiences and how th is makes
Facebook a more va luable channel than i t somet imes seems to be.
Kenia Gonzalez & Zoran Sel ingerDig i ta l Marketers | Wo l fgang D ig i ta l |@ Wol fgangDig i ta l
1.7 Billion Monthly Active Users
66% of them Use FB Every Day!
1.1B
Daily Active Users (DAU)
or
Freaking Addict Users (FAU)
DAU or FAU spend 50min
a day across
1 in 7 people use
FB every day for
more than 50min.
Expected Budget Real BudgetVS
Focus on your Audience!
AgendaFacebook audiences
Kick Off Your Audience Collection
Different Type Of Objectives
Different Type Of Ads
“Clickable ads”“Viewable ads”
Different Type Of Ads
“Clickable ads”
FB Pixel• Track & Optimize Conversions
• Create Website Custom Audiences
PRO TIP: Facebook Pixel Helper
Kick Off Your Audience Collection
Different Type Of Ads
“Viewable ads”
Kick Off Your Audience Collection
Different Type Of Audiences
Qualify Your Facebook Audiences For Every Step Of The Purchase Funnel
Qualify Your Facebook Audiences
Stand up for children’s rights
Case Study #1
Qualify Your Facebook Audiences Facebook Triple Audience Qualifier
Step 1: Awareness
Qualify Your Facebook Audiences
Step 2: Interest
Facebook Triple Audience Qualifier
Qualify Your Facebook Audiences
Step 3: Conversions
Facebook Triple Audience Qualifier
ResultsFacebook Triple Audience Play
Awareness: nearly 200,000 video views at €0.005
Interest: Facebook ads were 2nd highest source of
traffic to the website
Action: +90% website conversions VS previous period
Leads: 75% cheaper than TV
Loyalty: Monthly donations
Qualify Your Facebook Audiences Facebook Triple Audience Qualifier
Summer Soccer Camps
Case Study #2
Qualify Your Facebook Audiences
Target Audience
Qualify Your Facebook Audiences
Qualify Your Facebook Audiences
14%
37%
17%
32%
REVENUE €22KInterests Web. Visitors & LA Email & LA Video
How can we prove that Facebook
Converts… especially to the AdWords Team!
Sharing clients
Clients
Custora E-Commerce Pulse -
Revenue By Channel
Monetate Ecommerce Quarterly Report
2016 Q1
Channels Work Together
Sharing Audiences
Sharing Google Analytics
Case Study: New Collection
Case Study: New Collection
Case Study:
Seasonal
Case Study: Seasonal
Case Study: Advocacy
Case Study: Advocacy
How To
• Arrival date
• Departure date
• Stay duration
• Number of rooms
• Number of beds
• Single?
• Parents?
AdWords Audience Insights Used In Facebook
AdWords Audience Insights Used In Facebook
AdWords Audience Insights Used In Facebook
Split Test: Pampers offer for Tesco
• uCTR: 5.11% vs 3.18%
• CPC: €0.09 vs €0.20
• Website Clicks: 13,377 vs 6,377
AdWords Audience Insights Used In Facebook
AdWords Audience Insights Used In Facebook
Split Test: Blog promotion
• uCTR: 4.88% vs 2.39%
• CPC: €0.08 vs €0.11
• Website Clicks: 616 vs 451
Facebook
Conversion
Conundrum
Solved