Paid Masterclass: How to Measure & Report
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It's easy to think ad spend is just for the big brands but making informed purchase decisions benefits every business. The truth is social media channels are making advertising accessible to large and small businesses alike. Once you learn how to plan, create, and position your ads to your target audience, you’ll have a much smoother time proving the ad campaign’s ROI to your stakeholders. Now that the previous session covered the basics, you probably have an idea of where you want to implement your strategy. However, paid social isn’t the same on every network. Running ads on Facebook is different than on Twitter, so your strategy should be unique as well. In this paid social masterclass, we’ll break down how to use paid to the benefit of your brand and the metrics to huddle around. You’ll learn: How to structure your audiences for ROI measurement To retarget or not: What does your data tell you Using data to reach your decision-makers Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
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Paid Masterclass: How to Measure & Report
- 2. Paid Masterclass: How to Measure & Report Welcome to: With: • Mia Valdez, Paid Social Media Buyer at Hewlett Packard Enterprise • Mikael Lemberg, VP of Product at Falcon.io
- 3. Our Agenda What you’ll learn • Mikael • The 5 dogmas of social advertising POLL • Mia • How to structure your audiences for ROI measurement • To retarget or not? • Using data to reach your decision-makers @Falcon.io @HPE #MeasuringWhatMatters #growwithsocial
- 4. Whatever gets measured, gets optimized. We tend to always bias our e ff orts to optimize for the outcomes we can see, versus deprioritizing the intangibles. Measure the things you want to change. But pick wisely - measuring irrelevant dimensions might make you lose sight of what’s truly important. Dogma #1
- 5. Consider the subs. Benchmark the business. Dogma #2 So, your engagement grew 20%? Great, but did you sell more products? We can easily get lost in analyzing intangible sub- factors. Capture them to understand how they may have impacted your bottom-line results. But don’t lead yourself to think that they’re why you are doing this.
- 6. You are what you feed. It’s not all about the numbers. An ad can seem great, if you only measure it by CPM, CTR, CPC and CPA. But if it tells the wrong story about your brand or push away the wrong segments, it’s a net negative for your business. Dogma #3 @Falcon.io @HPE #MeasuringWhatMatters #growwithsocial
- 7. 1 great splash beats 100 blips. Dogma #4 It has never been easier to split, combine, test and versionize your assets in your search for the perfect creative. But the time and mental capacity you invest in structuring and running split-tests could’ve also been spent on ideating the perfect story that encapsulates your message. Worst case scenario, you end up wasting signi fi cant budget on 100’s of ad versions and you don’t have the time to properly analyze the test results.
- 8. Get the tech straight. Pixels, events, audiences and product feeds are not nice-to-haves. They are the very foundation for your ability to measure what works. Before you’ve ever created your fi rst ad, you should absolutely ensure you’ve set up all your infrastructure and capture all the signals that matter. Otherwise you’re just shooting in the dark. Dogma #5 @Falcon.io @HPE #MeasuringWhatMatters #growwithsocial
- 9. Cast your vote on-screen. Q: XXX
- 10. HOW TO STRUCTURE YOUR AUDIENCES
- 11. • Naming convention on Audience s • Area – Stakeholder – Type of Creative – Small description – Audience – Suffi x –A/B suffix in case of A/B AUDIENCE STRUCTURE
- 12. • Keyword s • Interest s • Create one with exceptions of previous audiences Spa Salón | Objective: Leads AUDIENCE CONSTRUCTION
- 13. Using Facebook Audience Insights AUDIENCE CONSTRUCTION @Falcon.io @HPE #MeasuringWhatMatters #growwithsocial
- 14. Using Facebook Audience Insights Spa Salon AUDIENCE CONSTRUCTION
- 15. • Audience insights gives you the pages your desired audience also follows and can be included as part of your campaign. Spa Salon AUDIENCE CONSTRUCTION @Falcon.io @HPE #MeasuringWhatMatters #growwithsocial
- 16. Investment Fund | Objective: Awareness AUDIENCE CONSTRUCTION
- 17. • Biddin g • How to mitigate spending SPENDING STRATEGY
- 18. What does your audience tell you? TO RETARGET OR NOT
- 19. • Retargeting and Remarketing are the best way to stay in touch with your audience and attract similar ones who will interact and with your content leading to consume your products and services. OF COURSE!
- 20. USING DATA TO REACH YOUR DECISION MAKERS
- 21. • Google Analytic s • Google Keyword Planne r • Impact of iOS 14.5 DATA TO REACH DMS
- 22. 1. Map out the current information you currently collect about your audienc e 2. Use keywords and topics related to your product or service then, make them part of your audienc e 3. Shift the focus to first-party data with website Analytic s 4. Create a customer engagement platform – eliminate silos COOKIELESS TRACKING TIPS