digital marketing trends 2014
DESCRIPTION
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-eventsTRANSCRIPT
Digital Marketing Trends 2014 Kalle Tiihonen, Smartly.io
Twitter: @ktiihonen
2 Native Advertising
3 Measurement Trends
1 Google Trends
4 The Elvis Lookalike
5 A Surprise!
6 Targeting Trends
7 Facebook Bidding
8 Smartly.io
Agenda
Google Trends
The Old
The New
Native Advertising
Native Advertising
CPM CPC CTR
Measurement Trends
CPA CLV
Lookalikes
Gender Age Location
Targeting Trends
Interests Behavioral targeting Mobile targeting
Retargeting / Website custom audiences Custom audiences Mobile app custom audiences Lookalikes
A/B tes(ng is
required!
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
How to track this?
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
oCPM Minimum 25 daily conversions! For large audiences.
Facebook Bidding 101 A/B tes(ng
is required!
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Kalle Tiihonen www.smartly.io [email protected]