Copyright © 2013, SiteTuners - All Rights Reserved.

651% ROI from Facebook Ads Behind the Curtain of Top Campaigns!

Dennis Yu

#651ROI @dennisyu

Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott

• Conversion-focused website blueprints (full-site redesign or quick facelift)

• Landing page test plans & testing strategy

• Internal optimization team training & mentoring

• More than 1200 clients worldwide since 2002

About SiteTuners

651% ROI from Facebook Ads Behind the Curtain of Top Campaigns

P r e s e n t e d b y Dennis Yu: dennis@blitzmetrics.com / @dennisyu

2

H o l l y w o o d i s a s k i n g :

“ Is Facebook worth it?”

Read the LA Times article here.

@dennisyu

3

We analyzed 9 billion page posts over a 60-day period before and after the change.

@dennisyu

4

72% of movies and network TV shows have experienced a drop in the number of people who see their posts.

@dennisyu

5

23% of the biggest studio pages saw a reduction in “engaged” users.

@dennisyu

6

The largest pages lost 45% of their traffic, followed by 36% for medium sized pages.

@dennisyu

7

DIRECT AND INDIRECT LIFE Split test to measure the life from social ads.

How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day

@dennisyu

8 @dennisyu

Jack Daniel’s ran a test among different geos

St. Louis, IN

Philadelphia, PA

9 @dennisyu

There was a clear correlation in Facebook activity and the media plan by market.

10

Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.

11

An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.

Marketo, by driving engagement from Facebook, has increased brand awareness and searches for their name.

12 @dennisyu

They structured their content to specific audiences, then amplified to drive leads. The result: They got their blog into the AdAge Top 30 rankings.

13

Does Facebook work for B2B lead gen?

How Social Affects Lead Generation

@dennisyu

14

Quantifying Movie Magic with Google

Search

The link between Google search and box office

15

Quantifying Movie Magic with Google

Search

Film-specific title keywords spike during release week.

16

Quantifying Movie Magic with Google

Search

70% of the variation in box office performance can be explained with movie-related search volume seven days prior to release date.

17

Within 5 Years Social media will be the #2 way to engage with customers,

after face-to-face personal interaction.

@dennisyu

18 @dennisyu

19

Facebook is tackling both word of mouth and search discovery with Graph Search.

@dennisyu

20

Search volumes are increasing, since graph search is one of the three pillars of Facebook.

@dennisyu

21

FACEBOOK EXCHANGE (FBX) Remarketing bridges the gap from visitor to customer.

Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business

@dennisyu

Recapture users who visited your site, but didn’t enter their zipcode.

@dennisyu

Show your site visitors your ads on the web.

@dennisyu

How Facebook Exchange (FBX) Works:

@dennisyu

25

How Rosetta Stone optimized from $21 a fan to $1.40 a fan and millions in revenue.

C A S E S T U D Y

@dennisyu

26

OBSERVATION #1 Use in-line likes.

OBSERVATION #2: Write short wall posts.

OBSERVATION #3: Ask questions. Don’t just make statements.

@dennisyu

27

OBSERVATION #4: Run your acquisition, retention, and organic campaigns at the same time.

Observation #5: Branding is great, but revenue is better.

@dennisyu

ROI

Awareness: Amplify what actually works to engage fans.

Engagement: Once users are engaged, collect emails to increase conversions.

Conversion: Increasing social visits to your website increases sales.

28

Social media is at the top of the funnel, so you are aligning your messaging with the levels of engagement along the way.

@dennisyu

29

CUSTOM AUDIENCE TARGETING Let the CAT Out!

Let the CAT out of the bag! @dennisyu

30

Target your opportunities with CAT.

@dennisyu

31

PARTNER CATEGORIES Target by offline purchase behavior.

Facebook’s Partner Category Targeting: Is Your Head Spinning Yet?

@dennisyu

Now you can run ads based on a user’s retail shopping behavior and other offline information

32

Jobs Roles

@dennisyu

Now you are able to not only find the most interesting content from your pool of friends and brands, but one step beyond.

@dennisyu

34

Extra Credit

TOP TIPS FROM BLITZ @dennisyu

35

Blitz Tips:

• Offsite pixel for CPA bidding. • Conversion specs used with Optimized CPM to optimize ad delivery for

specific actions. • Place ads in mobile for maximum engagement. • Onion Targeting is smart interest multiplication. • Prune ads with broad category targeting. • Partner Targeting to run ads based on user’s shopping behavior. • PTAT to detect competitive ad spend. • Facebook's Power Editor's special features. • Target users by the companies they work for and by job title.

36

D e n n i s Yu dennis@blitzmetrics.com @dennisyu

Email support@blitzmetrics.com for checklists and processes we use ourselves to optimize campaigns and estimate traffic.

“The Conversion Conference was like taking 4 years of advanced study in two days”

- SF Attendee

Learn, Grow and Profit from the Secrets of the Highest Converting Websites Mobile conversions • Optimizing video • CRO case studies • Psychology & design

Landing page best practices • Behavior-based personalization • Usability And much more!

Save $200 on Registration with Promocode 651ROI www.ConversionConference.com