Creating an Engaging Campaign and Acquiring the Right Users
1. Creating an Engaging Campaign
& Acquiring the Right Customers
Leah Na’aman, Marketing Director
2. About SocialClicks
Specialize in Cross-Platform
Campaigns for Social and
Mobile, Lifetime ROI Optimization
Billions of Ad Impressions
Every Week on Facebook
and Mobile Platforms
Tech & Social Media
Enthusiasts
Work with Some of the
World’s Leading Companies
4. What We’ll Cover Today
Designing an Engaging Campaign
1.
Selecting the Right Channel
2.
Timing
3.
Targeting
4.
Creative
5.
Measuring Campaign Success
6.
LTV & Lifetime ROI Model
5. What Makes a Campaign Great?
Getting the necessary components right depends
on your business goals:
Enter New Markets
Boost Chart Ranking
Acquire New Customers on a Large
Scale
Boost Engagement & Brand
Recognition
Maximize Campaign Lifetime ROI
7. Selecting the Right Channel
Facebook, Google,
RTB Platforms,
Ad and Incentivized
Traffic Networks
8. Timing
Have You Considered?
Season
Weekdays vs. Weekends
Dayparting
Finding the time when your unique target audience is most likely
to engage reduces costs and increases the customer
and user quality driven by your ads
9.
10. Reaching the Right Audience
Who is Your Target Audience, and Are You Sure?
Geographic
Demographic (Age, Gender)
Likes & Interests, Past On/Off
Facebook
Desktop or Mobile (Phone Model, OS
Version, Wi-Fi Connection)
12. Reaching the Right Audience:
Creative Targeting Solutions
The Challenge of the Right Targeting
The client is a sports recruiting company. Their clients consist of
coaches looking for recruits, athletes, and athletes’ parents
Goals: Cost-effectively drive registrations for their recruiting
service, from the Facebook platform on both desktop and mobile
13. Reaching the Right Audience:
Creative Targeting Solutions
Strategy:
Results:
Build campaigns featuring both
Marketplace and Unpublished
Page Post Ads to maximize reach
3x the conversions and cost
CPA reduced by 33%
Utilize multiple bidding
strategies including
Custom and Lookalike Audiences
4x the conversions and, CPA
reduced by further 15%
Kids are exactly like their
parents
14.
15. Designing Your Message
A Few Tips:
Keep images relevant
Make sure they’re
engaging:
•
•
•
•
Bright colors
Clear Images
Menus
Different Characters
Make sure images are
the right size!
Image quality and relevance are
highly correlative to the number
and quality of users you acquire
18. Relevance Matters
Image vs. Quality with
Image
Image
Relevance
First Time
Deposit
Average
Deposits
Reach Point
in Game
High
7.5X Higher
than control
630%
Nearly 5X
More Likely
Medium
6X Higher
than control
500%
4X More
Likely
Low
Control
Control
Control
19. Having Run a Campaign,
How Do We Now Measure Its Success?
20. Measuring Campaign Success
The Real Value of a Facebook Mobile Campaign
Kick off paid marketing efforts
2nd Tier Markets
Initial Goal: 20,000 Installs
Improve Chart Rankings
23. LTV & Lifetime ROI
Based on the full Lifetime Value of an acquired customer
Not based on first-time purchase, or immediate post conversion actions
CPA is sometimes higher for users with a higher LTV
However, that higher LTV leads to greater Lifetime ROI from your campaigns
Take into account additional revenues this user provides
24. LTV & Lifetime ROI
Start with Historical Data & Layer Real-Time Data Based on Downstream Analysis
Day-1 Retention
Session Time
Deposits/Purchase
Deposit Amount
Reaching Level 5 in an App
LTV
Number of times a
user returns within
given period
25. Summary & Key Takeaways
Select advertising channels carefully
The right timing is key
Image quality and relevance
correlative to campaign success
is
highly
The right targeting may surprise you:
• Think beyond Tier 1
• Be creative and reach new audiences
Measure campaign success according to your
goals. But LTV and Lifetime ROI are the most
critical metrics of any campaign results
26. Creating an Engaging Campaign &
Acquiring the Right Customers
Contact SocialClicks:
Follow SocialClicks:
New York: (212) 897-8777
Tel Aviv: +972 (3) 644-0101
info@socialclicks.com
On Facebook
On Twitter: @_SocialClicks
or LinkedIn
Leah Na’aman
Marketing Director, SocialClicks
leah@socialclicks.com
info@socialclicks.com
www.socialclicks.com
