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Ähnlich wie MastersGate Ecommerce Summit 2018 - Nejlepšie tipy pre reklamu
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MastersGate Ecommerce Summit 2018 - Nejlepšie tipy pre reklamu
- 1. Logo to be replaced Facebook helps you grow
- 3. TO 2003 5BGB FROM The beginning of time Source: Wikibon Data Footprint, January 2013
- 4. 4 Mobile has put people in control
- 5. People control where they watch
- 6. 6 3 out of 4smartphone users choose to customize the apps on their screen PEOPLE CONTROL what THEY WATCH Source: The 2016 US Mobile App Report” by comScore, Sep 13, 2016, US- only
- 7. 2.5seconds 1.7seconds Source: “Capturing Attention in Feed: The Science Behind Effective Video Creative” by Facebook IQ, Apr 20, 2016 Mobile has changed how people watch
- 8. The momentum behind mobile video will keep growing Source: Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2016–2021 White Paper, March 28, 2017 8 9x increase in mobile video BETWEEN 2016 & 2021 78% of total mobile data traffic will be video BY 2021
- 9. How to build a brand on mobile? 02
- 11. On-the-go Lean Forward Lean Back • Immediate discovery of content • Quick scrolling • Interactive experience with content • Tapping, swiping, exploring • Immersive and planned viewing of content • Dedicated watching PEOPLE CONSUME CONTENT IN THREE MAIN MODES OF ATTENTION SHORT BURSTS OF ATTENTION HIGH, CAPTIVATED ATTENTION
- 12. Stay top of mind with snackable, creative formats that capture on the go attention Facebook In-Stream Audience Network In-StreamCinemagraphs, GIFS, Short Videos ON-THE-GO Vertical Video Ads in Instagram Stories Carousel Canvas Audience Network native/interstitial Collections 360 LEAN FORWARD LEAN BACK Short bursts of attention High, captivated attentionSimple message Complex message O N - T H E - G O L E A N F O R WA R D L E A N B A C K
- 13. Drive consideration with creative formats that invite interaction Facebook In-Stream Audience Network In-StreamCinemagraphs, GIFS, Short Videos ON-THE-GO Vertical Video Ads in Instagram Stories Carousel Canvas Audience Network native/interstitial Collections 360 LEAN FORWARD LEAN BACK Short bursts of attention High, captivated attentionSimple message Complex message O N - T H E - G O L E A N F O R WA R D L E A N B A C K
- 14. Use our immersive products for complex messages Facebook In-Stream Audience Network In-StreamCinemagraphs, GIFS, Short Videos ON-THE-GO Vertical Video Ads in Instagram Stories Carousel Canvas Audience Network native/interstitial Collections 360 LEAN FORWARD LEAN BACK Short bursts of attention High, captivated attentionSimple message Complex message O N - T H E - G O L E A N F O R WA R D L E A N B A C K
- 15. NO CORRELATION TO SALES R
- 16. AD RECALL BRAND AWARENESS PURCHASE INTENT -20 0 20 40 60 80 100 0 2 4 6 8 %PointLift CTR (%) -40 -20 0 20 40 60 80 100 0 2 4 6 8 %PointLift CTR (%) -60 -40 -20 0 20 40 60 80 100 0 2 4 6 8 %PointLift CTR (%) 16 CORRELATION IS LESS THAN 1% Source: Nielsen BrandEffect meta-analysis of 478 online global campaigns that ran between Oct 2014 – April 2015
- 17. Source: Facebook Marketing Science, internal data, US Mobile News Feed, 28 day average, July, 2016 17 Focusing on the wrong metrics costs advertisers more Clicky users are 5.5xmore expensive than the 50% of users that are least clicky Facebook media cost distribution for US mobile News Feed USER CLICKINESS
- 18. Driving sales results with Facebook 03
- 19. Source: 1) Forrester, “The Hidden Power of Mobile,” Nov 2016; 2) eMarketer, “Even During TV Time, Digital Devices Play Prominent Role,” May 2016; 1 9 Midnight6:00 7:30 9:00 10:30 Noon 1:30 3:00 4:30 6:00 7:30 9:00 10:30 Wake up and get ready Eat dinner with friends Watch Netflix Grab Starbucks Drive to work Read Buzzfeed Call best friend Join a conference call Eat breakfast Lights out Shopping with friends Chec k email s Eat lunch 68% of people access mobile while watching TV of people access mobile while shopping 69% Start a meeting The Cross-Device Consumer
- 20. Source: 1) US Census, Quarterly Retail eCommerce Sales, May 2016 Note: Data includes retail, auto and CPG. It does not contain food, travel or finance industries; 2) Deloitte Digital, The New Digital Divide, September 2016 20 Mobile’s influence extends beyond online sales 92.2 % of purchases are made in stores1 66% of those interactions are on mobile2 56% of store purchases are influenced by digital interactions2
- 21. 21 The consumer journey is fragmented across devices and channels Sees ad for headphones on mobile Browses for new headphones on laptop Adds product to shopping cart on tablet Purchases headphones on laptop Purchases headphones in store
- 23. OBJECTIVE? • Sales • Installs • Leads • Traffic WHO IS YOUR AUDIENCE? • New customers • Existing customers • Custom Audiences TRACKING & MEASUREMENT • FB Pixel • SDK • Attribution Model • Reporting – Ads Manager • Lift Studies • Split Test WHAT YOU NEED TO KNOW WHAT ARE YOUR KPIs? • CPA / CPC / CPI / CPO / LTV Planning & Preparation
- 25. Find your best customers Custom Audiences Website Custom Audiences
- 26. Find your best new customers Lookalike Audiences
- 27. Targeting that offers high reach and precision Core Audiences Demographics Location Interests Behaviors
- 29. 2.1B 800M Over 1B 1.3B people on Facebook each month1 people on Instagram each month people reached through Audience Network every month people use Messenger every month Nearly 20M businesses exchange messages with people every month Source: Facebook earnings, Q3 2017, Audience Network stat, Q4 2016 Knows how to reach them with, location, machine learning, and full funnel solutions at scale
- 30. Avg. cost per outcome: Facebook only Avg. cost per outcome: Facebook, Instagram and the Audience Network Costperoutcome Time Elapsed Tip 6Choose the right placements
- 32. Conversions Installs Leads Primary DR Objectives
- 33. Acquire interest for your business, products and services Lead generation Lead Ads 33 INSTAG RAM NEW
- 34. 34 Lead Ads for maximize results Follow up promptly Personalize your response Communicate frequently
- 35. A strategy that leads to thousands of test-drives Mercedes-Benz ME - Lead Ads Mercedes-Benz used Facebook’s innovative lead ads to generate thousands of test-drives, at a cost of just $3.22 per lead. 4.9M users reached 10.5k test-drives requested (leads) $3.22cost per lead "With such a huge majority of people consuming content on-the-go, we needed a solution that would provide a quick and privacy-safe way to register for a test drive. Facebook's Lead Ads offered our target audience a seamless experience across devices and outperformed all the other forms of lead generation and test drive registration on digital, making Mercedes-Benz Cars Middle East the first automotive brand in the region to do so.” ALI KHERALLAH BRAND MARKETING MANAGER, MERCEDES-BENZ CARS MIDDLE EAST.
- 36. 36 Automatically retarget relevant products to drive sales with Dynamic Ads Dynamic Product Ads
- 37. Automatically promote your entire catalog
- 38. 3838 The online eyewear company used dynamic ads to retarget customers who had visited its website, increasing its monthly sales by 40%. Coolwinks.com wanted to encourage people to quickly make a purchase after visiting its website. It used dynamic ads to retarget customers while the product was still fresh in their minds. By showing them the products they were already interested in, the brand achieved a tremendous 40% increase in monthly sales. 64% lower cost per acquisition Retargeting with a clear focus 98% improvement in return on ad spend 40% increase in monthly sales “As a marketing tool, Facebook is simply incredible. It helped us reach a wider audience, build a new customer database and re-engage our existing customers to achieve big sales numbers. One solution that yielded strong results for us is dynamic ads, which helped us boost sales by retargeting our website audience using dynamic content.” Manish Kumar ASSOCIATE DIRECTOR, MARKETING, COOLWINKS.COM
Hinweis der Redaktion
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- So let’s have a look at what really changed over the past decennia.
- The importance of attention is not new to advertising – advertisers have always used tactics to get an audience’s attention. To give you a sense – from the beginning of time to 2003, humanity has create 5 billion gigabytes of information. (gigs and gigs of books, movies, music, emails, powerpoint presentations, photos ... ) With the easier access to data, proliferation of mobile and digital devices, [cue] now we create that same amount of content every ten minutes. By the time I finish this presentation, (assuming we talk for 30 mins) there will have been additional 15B new gigabytes of information produced. The challenge today is how scarce attention is. The amount of time that each of us has in a day hasn’t changed – we all still have 24 hours. This has severely put a strain on attention – it’s become the most scarce resource we have and one of the most sought after.
- We are in a new era of brand building. People are in control. Or, more specifically, their thumbs are. On smartphones, people are in full control of what, where, and how they watch content.
- People are watching everywhere: in public, at home, at work.
- And when it comes to what they watch, every person’s mobile behavior is as unique as they are.... And the differences don’t end there. In the “feed” environment, everyone is getting their own custom content, from their friends, family, and the businesses they love. But mobile hasn't just changed where and what people are watching...
- Mobile has even changed how people watch content. [CLICK] People consume content faster on mobile than on desktop - 1.7 seconds vs. 2.5 on desktop. That's 41% faster.
- Like we saw, video is no longer a homogenous experience – it’s short bite-sized video clips but also long episodic content, it’s ephemeral (user or business-generated videos that disappear in 24 hours), it’s live, it’s streamed to mobile phones and tablets, casted to connected TV and even virtual reality. But most importantly it’s growing and will continue to grow. Per the Global Mobile Data Traffic Forecast by Cisco, Mobile video will increase 9-fold between 2016 and 2021, accounting for 78 percent of total mobile data traffic by the end of the 2021.
- So let’s have a look at what really changed over the past decennia.
- Mobil umožnil konzumovať obsah kdekoľvek. Ľudia, ktorá používajú naše platfrmy tvrdia, že ich konzumujú všade – doma, v práci, v rade na kávu V závislosti od toho kde sú sa mení aj ich správanie a to ako content konzumujú Convenience and access means that people can watch anytime and anywhere. People claim to watch video on Facebook and Instagram everywhere - from the comfort of their own homes to public places and even at work. What that means is that across the different places and times of day the way they engage with video and the attention they pay varies. On the spectrum of attention, this varies from short bursts of attention to high, captivated attention. Based on the varying levels of attention, viewing behavior can be bucketed in three categories On-the-go Lean Forward Lean Back Let's take a closer look at these behaviors and how we match these attention levels with our products. On one end of this spectrum is On-the-go: (Not to be confused with when people are on-the-go but probably most dominant then) This behavior is characterized by shorter attention and immediate discovery of content - people scrolling through content, spending little time on one piece and then moving forward. We've found people on an average spend 1.7 seconds on mobile in NF with a piece of content. Imagine scrolling through feed and suddenly landing on a GIF of your friends baby. Next is Lean forward viewing. It’s interactive but not planned and deliberate. Live and 360 videos are perfect examples of products that match this behavior. On the other extreme of the spectrum is dedicated, Lean back viewing - planned and dedicated viewing of content, mostly in environments and times when people can watch long form videos. And given that it's deliberate, attention is high and captivated. Longer videos is Feed and Watch match this behavior.
- To stay top of mind and to drive awareness, we offer creative formats in feed that can capture this fleeting, on-the-go attention.
- To stay top of mind and to drive awareness, we offer creative formats in feed that can capture this fleeting, on-the-go attention.
- To stay top of mind and to drive awareness, we offer creative formats in feed that can capture this fleeting, on-the-go attention.
- Overview: One foundational metrics over the evolution of digital advertising has been the click Many advertisers are focused on building their brand, but clicks don’t’ have a significant relationship to whether someone has actually changed their mind about your brand. The Study: Facebook conducted research with Nielsen across hundreds of campaigns to determine whether there was a relationship between click through rate (CTR) and and Nielsen Brand Effect Metrics (Purchase Intent, Brand Awareness and Ad Recall). The chart shows each campaign as a dot in the chart and shows the relationship between click rate of a campaign and brand lift as measured by Nielsen’s Brand Effect product The Findings: The results of this study showed that click rate has no significant effect on building brand. If there was a relationship you would see high correlation, represented by a diagonal line from bottom left to upper right. No relationship is a flat line. This is from hundreds of campaigns, and it shows that click rate has no effect on building brand. Why is that? Because 90% of the people that could buy your product don’t click on your ads, and you need to influence everyone. Why is this? As we saw before, 90% of the people that could buy your product don’t click on your ads. Optimizing for clicks means a) You believe that clicky people are the ones that will buy your product, versus the 90% that don’t usually click, and b) You should probably have a cute cat in your ad, because that’s what’s going to drive clicks. But cute cats won't necessarily drive sales! Conclusion Clicks are not a proxy for improved brand results [CLICK]
- Take for example an advertiser who is measuring ONLY on the basis of clicks. Measuring the wrong metrics costs advertisers more. Not only are people who frequently click on ads not necessarily more likely to buy, they're also more expensive to reach. This chart shows the relative CPM for more clicky users vs. least clicky users. The most clicky are 5.5x more expensive than the 50% of users that are least clicky, even though there's no evidence they're more likely to drive brand metrics or offline sales. If you optimize off of clicks, you are paying more for an audience that is not necessarily any more interested in your brand or likely to buy your product. Conclusion: If you are looking for campaign performance, bidding for clicks is both expensive and does not drive brand or sales objectives. [CLICK] Slide Notes: Cost refers to average cost per thousand impressions delivered, regardless of bidding type. We found that optimizing towards action-based metrics results in reaching a larger percentage of more expensive users. In fact, action-optimized bidding resulted in an 80% higher average user CPM versus reach-optimized bidding. Given that both optimization scenarios have the same campaign budget, the same frequency and the same expected lift in brand awareness, reach-optimized bidding would drive more scale and therefore be more cost-effective in terms of generating brand awareness. By optimizing towards reach rather than towards action-based objectives, advertisers can generate a much larger impact for their brand, more cost-efficiently.
- So let’s have a look at what really changed over the past decennia.
- Dnesny zakaznici / uivatelia sa spravaju roznorodo Ich den moze vyzerat napriklad takto nejak
- Ako vyzera ich nakupne spravanie Toto je studia z usa, ale moze nam sluzit ako dobre proxy pre cee hile e-commerce has been growing rapidly in the past few years, people still make majority of their purchases in stores. However, people are spending almost 3 hours every day on their mobile devices <Source: “Average Time Spent per Day with Major Media by US Adults,” eMarketer Oct 2015, comScore, The U.S. Mobile App Report, Sept 2015; 2016 has been fully forecasted on October 2015> . Inevitably this trend has a significant impact on the consumer journey – it’s impact on ecommerce is undeniable, as we talked about earlier. What we are seeing is that mobile interactions have a big impact on brick and mortar sales too <Click> Half of store purchases are influenced by digital interactions <Click> And, majority of people are using their mobile devices before or during their shopping trips to guide their purchase decisions
- Benzy nakup teda moze vyzertak tako nejak Co je dolezite si uvedomit Facebook moze byt napomocny vo vsetkych krokoch a crosss device spravenie pre nas nie je ziadnym problemom, preotze cielime na ludi While people are increasingly on mobile, the path to purchase still happens across devices and channels. And conversions are happening everywhere <advance through the consumer journey with clicks> – on desktop or on mobile devices <click> or in stores So as we think about building campaigns, we need to plan for driving results and measuring impact across devices and channels
- DR Solutions znamená direct response – to jest priama odozva Poďme si predstaviť jednotlivé elementy DR kampani, ktoré je dôležité poznať na vašej ceste k úspechu
- Secondly, target. We have two new targeting tools that will help you find the best audiences in new countries. First, Lookalike Audiences help you seed an audience with a data set of your best existing customers; Facebook then finds audiences who look similar and thus are likely to love your product or service. Previously, this tool didn’t work to find audiences in new countries. Now, you can use LALs to find people in new countries.You only need to upload an email list of existing customers in one country, then Facebook will look for similar people in the new country you want to reach. Businesses around the world are already using this tool, with great success.
- Placement optimization – aktívne používanie jednotlivých platforiem v rámci rodiny facebook
- Facebook knows people. Our ad solutions, powered by machine learning and automation, are positioned to help you create these value based campaigns. Combine that with the number of people using our family of apps and services, you have an efficient and scalable way to acquire valuable customers. *** More people use the FB family than any other platform: - 2.1B people are spending frequent, consistent time in the Facebook family - 800 Million people on Instagram each month - Over 1B people reached through Audience Network every month - 1.3B people use Messenger every month. Nearly 20M businesses exchange messages with people every month
- Placement optimization – aktívne používanie jednotlivých platforiem v rámci rodiny facebook
- - Installs – optimise for installs or for a specific in app event
- And next let’s talk about how you can acquire customers with lead ads and mobile app ads Facebook solves key challenges for lead generation with lead ads: Collect leads on mobile: Reach people where they are—on mobile and Facebook—with forms designed for mobile Improve quality of contact info: Forms are pre-populated with information people share with Facebook Acquire the right customers: Reach the right people on Facebook with targeting and optimization Access leads in real-time: Integrate with CRM or API to immediately take action on your leads And lastly, do it all in scale
- While there's no silver bullet for nurturing, and definitely no replacement for powerful creatives and sharp targeting, it's important to keep a few principles in mind. Follow up promptly. While every industry has its own service levels, acknowledging a potential customer's expression of interest is critical. If a person shows her interest in signing up for your product or service, don't keep them waiting too long. Personalise your response. It's great to respond immediately, but a template mail which doesn't address a person's specific need can lead to drop off. Communicate frequently. In many categories, you need to reach out to people a few times to get a response and drive them to conversion.
- Their Solution Facebook Lead Ads were the perfect format for Mercedez-Benz’s needs, allowing potential customers to complete a form and book a test drive with a few simple taps. Once Mercedez-Benz had configured their target audience — men and women aged 25-45 in UAE, Bahrain, Jordan, Lebanon, Kuwait, Qatar, Oman, KSA, Iraq — the Lead Ads were automatically shown to users who were most likely to engage with them. When users tapped on an ad, they were immediately redirected to a form that was automatically populated with information they had previously shared with Facebook — like email and phone numbers. While users were still free to edit their info, the pre-loaded details meant that forms could be filled out in a matter of seconds: the users simply had to choose the car they wanted to drive, their location, and when they were looking to buy. The form mirrored the data that is captured for test drive requests on the regional website and generated huge efficiencies from keeping people within the Facebook newsfeed when sharing their information. And because the Lead Ads forms are designed to be smartphone friendly, users could easily complete them wherever they happened to be. The form is pre-populated with their name and email address, so users simply have to select the car that they would like to test drive, their location and when they're looking to buy. The lead ad creative follows the car launch calendar, focusing on beautiful shots of the exterior and interior of the models to capture attention and ensure click through. Their Success The Lead Ads were introduced in November 2015. The initial roll-out was so successful that the ads now form part of Mercedes-Benz Cars Middle East’s always-on Facebook strategy. To date, the ads have delivered the following results: 4,914,703 total reach for all lead ads since launch in November 133,024 total clicks 10,523 total test drive requests - (Leads) Cost per lead - $3.22 Lead ads are 40% of all leads* *Excluding walk-ins.
- We talked about the consumer journey being across multiple devices. This is where dynamic ads comes into play. With dynamic ads, you can reach people interested in your products regardless of their original device or touchpoint. When people visit your website or mobile app and take an action, such as browse a product or category or place an item in a cart, they are expressing an explicit interest in your products. With Dynamic ads, you can leverage this intent and serve people ads with these exact products, according to your inventory, across Facebook, Instagram and the Audience Network – driving transactions.
- Dynamic ads enable you to promote your entire catalog automatically, without having to configure each product ad individually.