wolfgang digital at heroconf london 2016 - the facebook conundrum solved

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”


“Clickable ads”

FB Pixel• Track & Optimize Conversions

• Create Website Custom Audiences

PRO TIP: Facebook Pixel Helper


“Viewable ads”

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


Step 2: Interest

Facebook Triple Audience Qualifier


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


Target Audience

Results


14%

37%

17%

32%

REVENUE €22KInterests Web. Visitors & LA Email & LA Video

What’s Next?

How can we prove that Facebook

Converts… especially to the AdWords Team!

Sharing clients

Clients

Smart Insights

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

How To

Case Study:

Seasonal

Case Study: Seasonal

Case Study: Advocacy

How To

How To

• Arrival date

• Departure date

• Stay duration

• Number of rooms

• Number of beds

• Single?

• Parents?

Combined Power

Bonus!

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


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

Thank you!

wolfgang digital at heroconf london 2016 - the facebook conundrum solved

Marketing