measuring up with facebook chris moreno

Chris Moreno | Director, Paid SocialMeasuring Up With Facebook

ZOG Digital. Proprietary and ConfidentialWWW.ZOGDIGITAL.COM

MEASURING UP WITH FACEBOOK

Chris Moreno  Director, Paid Social

  Areas of Expertise–  Paid Social–  Paid Search–  Mobile–  Retargeting

  Founding Member of Facebook for Business

  Select Clients–  National Geographic–  VeriFone–  Rack Room Shoes–  Yogurtland–  Warnaco Brands

About

ZOG Digital  Digital Marketing & Technology

–  Audience Targeting–  Content Development &

Management–  Search Engine Optimization–  Social Media Marketing–  Paid Advertising–  Design & Development

  Inc. 500|5000, nearly 20-year heritage in digital marketing

  zogdigital.com



Facebook Approach

Execution & Targeting

Measurement & Conversion

Optimization & Reporting



Social by Design  Effective Post Creation

  Custom Content–  Multivariate Creative–  Strategic Brand Placement–  Social Oriented DR (Direct-

Response) Ads–  Succinct Ad Copy–  Strong CTA (Click-through Action)

  Results–  Increase in Engagement, Reach

and Connections–  Decrease in CPMs–  Real-time conversion tracking

Facebook Approach


Facebook Approach | Results

Before

After


AFTER BEFORE


Facebook Approach | Results

Before

After


CPL Campaigns

  CPF (Cost Per Fix) decreased by 44% to an average of $0.22 per fan

  CTR (Click Through Rate) doubled to an average of 4.89%

  Fan Connection doubled to 4.08%

CPE Campaigns

  CTR increase by 510% to an average of 7.88%

  Engagement rates jumped to 7.52% (Facebook industry average Action rate is 3-4%)


Targeting  Custom Audiences

–  CRM–  1st Party Site Data

  3rd Party Data Layers  Enhanced Behavioral Signals  Look-a-Like

Placement–  News Feed–  FAN (Facebook Audience

Network)–  Cross Device Model–  Right Column Desktop

Experience

MEASURING UP WITH FACEBOOKExecution & Targeting


Facebook Conversion Measurement  FB Conversion Pixel

–  E-commerce Checkout–  Lead Generation–  Registration–  Key Page Views–  Add to Carts–  Custom Website Conversions

Additional Tracking  UTM Tracking   3rd Party Ad Severing   Unique Coupon UPC

MEASURING UP WITH FACEBOOKMeasurement & Conversion


Cross Device Conversion Attribution  Segment campaigns or ad types by

Impression Device and Action Device

  Device drilldown–  Android Smartphone or Tablet–  Desktop–  iPad or iPhone–  All Other

MEASURING UP WITH FACEBOOKMeasurement & Conversion


Search & Social Data  Facebook Audience Insights  Google Affinity Metrics  Layer & hyper target users

Measurement  Brand lift in search & organic

traffic  Increase in social engagement  Increase in conversion

MEASURING UP WITH FACEBOOKExecution & Targeting


Conversion & Optimization  Real-time conversion

tracking allows for real-time optimization

MEASURING UP WITH FACEBOOKReporting & Optimization

  Maximize Facebook self-optimization process–  Content Quality Score–  A/B test ad set level –  Device conversion

placement


MEASURING UP WITH FACEBOOKMeasurement & Conversion | Results

  Video reached 2M unique users with 71k+ engagementsCPE ads resulted in 90k+ brand interactions25K+ coupon downloads with 10.87% converted into in-store purchases250% ROI


Recap

  Content is key. Creative needs to be social by design to increase reach, lower CPM’s and drive more traffic.

  Take advantage of the full spectrum of Facebook targeting features. –  CRM, FB Custom Audience, Conversion bases LAL

audiences.

  Track conversions outside of direct click conversions or social engagement. –  Coupon Codes–  Lift in site traffic, branded search or visibility

  Real time measurement, optimization and testing.


HEADQUARTERS18835 N. Thompson Peak Parkway

Scottsdale, Arizona 85255

D: 480 426 9952 | F: 480 284 7376

WWW.ZOGDIGITAL.COM

THANK YOU

CHRIS [email protected] | zogdigital.com/contact

@ZOGDigital