Chinwag Insight: Facebook Marketing - Ben Cole, Rocketer - Measurement & Monetisation
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The document discusses various keyword targeting strategies for monetizing Facebook traffic, including using keywords as proxies for creditworthiness, segmenting ads by demographics and location, targeting keywords related to specific phone brands, and using public and financial data to identify qualified potential customers. It also describes Rocketer's experience with the Facebook API and ads platform.
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Chinwag Insight: Facebook Marketing - Ben Cole, Rocketer - Measurement & Monetisation
- 1. Monetisation through keyword targeting Copyright – Rocketer 2011
- 2. >The next 5 minutes Rocketer and Hercules Mobile network challenge Methods for monetising Facebook traffic Results Conclusion Copyright – Rocketer 2011
- 3. >Hercules and Facebook’s Ads API Automated Market leading algorithmic optimisation technology Focused on the early stage campaign build Campaign Build Campaign optimisation Manual Copyright – Rocketer 2011
- 4. >The challenge for mobile networks – G2N conversions Network credit checks Sales Orders Copyright – Rocketer 2011
- 5. >Segmentation in Market Place ad campaigns Female: 20 – 24 Female: 25 - 29 Female: 30 – 34 Female : 35 – 39 Female: 40 - 45 Looking for pockets of quality that can be scaled, whilst shutting down activity that is dragging down the overall ROI. Plymouth Glasgow Manchester Birmingham London Approach can choke volume Copyright – Rocketer 2011
- 6. >Keyword strategy 1: Overlay profile data for handset users Keywords for: Blackberry Keywords for: HTC Keywords for: iPhone Strategy: Identify interests and desires for key HTC customers. Strategy: Identify interests and desires for key iPhone target customers. Strategy: Identify interests and desires for key Blackberry customer segments. Sample keywords: Reach Sample keywords: Reach Sample keywords: Reach Copyright – Rocketer 2011
- 7. >Keyword segments and eCPA How we use keywords As ‘proxies’ or indicators of credit worthiness = Segment 2 Keyword: ‘Golf’ 500 sales @ £130 Segment 1 Keyword: ‘ZARA’ 250 sales @ £115 Segment 3 Keyword: None 1,500 sales @ £180 2,250 sales @ blended CPA £162 Copyright – Rocketer 2011
- 9. EDF
- 10. Npower
- 11. Scottish Power
- 13. Virgin Media
- 14. BT
- 15. Astromax
- 16. Freesat+
- 18. HSBC
- 19. First Direct
- 20. Lloyds
- 21. Cooperative
- 22. Barclays
- 24. AXA
- 25. Swiftcover
- 26. Elephant
- 27. More Than
- 28. ChurchillCopyright – Rocketer 2011
- 30. DIY - 38,000
- 31. Wedding - 1.8m
- 32. Labour Party – 151,000
- 34. No late payments
- 35. CCJs
- 36. Spousal credit historyLength of time with current bank Ability to repay: Copyright – Rocketer 2011
- 38. In some instances our G2N conversion rate has moved from 24% - 56%
- 39. The challenge is achieving a healthy G2N whilst maintaining volume
- 40. We are modelling this approach continuallyCopyright – Rocketer 2011
- 42. Most sophisticated API user
- 44. 27 employees
- 45. UK, France and GermanyRocketer is an approved Facebook Advertising Provider. We were invited by Facebook to integrate with the ads platform three years ago on the back of a successful API partnership with Yahoo. Beta API Participant Approved Ad Provider Copyright – Rocketer 2011