Pavel Antonov. Performance Advertising in Social Media. How to increase revenue via Facebook Ad Campaign Structuring and Scale: $500K eCommerce Case
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1. How to get maximum potential on Facebook/Twitter to maximize business revenue? 2. How to connect platform features and modern performance approaches to get incremental value? 3. Communication strategies as the key to success. How to develop & implement? 4. Case studies.
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Pavel Antonov. Performance Advertising in Social Media. How to increase revenue via Facebook Ad Campaign Structuring and Scale: $500K eCommerce Case
- 1. X Performance Advertising in Social Media How to increase revenue via Facebook Ad Campaign Structuring and Scale: $500K eCommerce Case
- 2. X Social Media Expert Performance based advertiser Lecturer at Targetorium About Me Head of mobile performance unit at Httpool
- 3. Httpool Network Official Partner Facebook Twitter LinkedIn, Quora, Reddit, Snapchat 30 + Offices From Austria to Hong 600+ Employees
- 4. X Russia, Austria, Switzerland, Greece, Hungary, the Czech Republic, Slovakia, Croatia, Serbia, Slovenia, Romania, Bulgaria, Macedonia, Bosnia & Hercegovina, Albania, Estonia, Latvia, Armenia, Belarus, Georgia, Kazakhstan OFFICIAL RESELLER Bulgaria, Croatia, Serbia, Slovenia and the Baltic States, including Lithuania, Latvia and Estonia. OFFICIAL RESELLER
- 7. X THE BEST PERFORMANCE TEAM IN EMEA
- 8. How to connect platform features and modern performance approaches to get incremental value? $500K eCommerce Case Study 2 How to get a full potential on Facebook/Twitter to maximize business revenue? 1 Keynotes Communication strategies as the key to success. How to develop & implement them? 3
- 9. X Ятя WHAT IS PERFORMANCE ADVERTISING ABOUT?
- 10. DEVELOPMENT2 MANAGEMENT 1 PERFORMANCE ADVERTISING 3 ANALYSIS 4 MEASURABLE RESULTS (ROAS, CPP, CPT, CPI, etc.)
- 11. X Ятя HOW TO GET FULL POTENTIAL ON FACEBOOK?
- 12. ADVANCED ANALYTICS TOOLS2 OPTIMIZATION & PREDICTION ALGORITHM1 FACEBOOK ADS 3 “LOOK AT ME” PLATFORM 4 SCALABILITY
- 14. OPTIMIZATION AS A KEY FEATURE
- 15. OPTIMIZATION & SCALING PROCESS
- 18. HOW IT WORKS IN PRACTICE
- 20. PERSONALIZE YOUR ADS WITHOUT MANUAL WORK Dynamic ads automatically promote your inventory to people who have taken an interest in either your website, or your app or elsewhere on the Internet
- 22. How to increase client’s LTV Facebook analytics segment exported to the Custom audience → seed audience for a Lookalike.
- 23. How to increase client’s LTV Cohort analysis is a perfect tool to understand the customer’s behavior
- 24. X Ятя How to increase revenue via Facebook Ad Campaign Structuring and Scale: $500K eCommerce Case Study
- 25. US / UK MARKETS2 E-COM VERTICAL, BEAUTY & CARE1 INPUT DATA 3 INITIAL ROAS 1.16 4 CLIENT’S KPI - ROAS 2.0 +
- 26. ACQUISITION CAMPAIGN STRUCTURE (TESTING PHASE) INTERESTS BEHAVIOR LAL 0-1 % LAL 1-2 % LAL 2-3 % CUSTOM
- 28. DYNAMIC ADS EXTENDED CROSS-AND-UPSELL
- 29. DYNAMIC ADS EXTENDED / CROSS-AND-UPSELL
- 32. NEW MARKET EXPANSION ROAS — 3,85 SPEND — 70 504 £
- 33. SCALING
- 35. X RESULTS
- 36. CPP — 7,29 £2 Purchases — 21 1311 RESULTS 3 SPEND — 150 854 £ 4 REVENUE — 450 000 £
- 37. RESULTS
- 38. X WHY TWITTER?
- 39. X TWITTER ADS
- 40. X ОБЗОР РЫНКОВ ТОПовые ГЕО на платформе people Twitter is what’s happening in the world and what people are talking about
- 41. X WHY TWITTER? Discovery Mindset Information Seeking Relaxation Mindset Recreational Browsing Public Life Outer Circle Private Life Inner Circle Different Platforms, Different Mindsets Consumers turn to Twitter actively seeking information, making the platform uniquely discovery-oriented
- 42. X ОБЗОР РЫНКОВ ТОПовые ГЕО на платформе Your most valuable audiences are on Twitter, when they’re most receptive
- 43. X ОБЗОР РЫНКОВ ТОПовые ГЕО на платформе Source — Twitter Internal Data, 2018 people on Twitter and across thousands of apps on the Twitter Audience Platform 1.3 billion
- 45. How to get full potential in the Hurricane season NOAA Radar
- 46. App Installs trends Up to 50K installs per day
- 47. How demand affects on the customer procurement Peak zones are aligned to the weather conditions changes. ER / CTR and other key metrics are going up within the given period.
- 48. How to come up with the strategy NOAA Radar
- 49. TARGETING Precise targeting based on the user’s behavior
- 50. NOAA Radar - hurricane strategy Focus on key weather events and hurricanes Maximize the volume and efficiency Remove budget limits as long as CPT remains in place Shift to 24/7 optimisation and scaling approach
- 51. NOAA Radar - hurricane strategy The communication strategy is based on the relevant messages
- 53. KeyMetrics 2-5x Lower CPT 10x Larger volume Regular performance vs. hurricane 2-3x Higher CTR 2x Lower CPI *Comparison is based on data samples from the accounts with previous activity versus hurricane date activity
- 54. NOAA Radar ROAS ValueAxis -70 -52.5 -35 -17.5 0 17.5 35 52.5 70 Jul-1 Jul-2 Jul-3 Jul-4 Jul-5 Jul-6 Jul-7 Jul-8 Jul-9 Jul-10 Jul-11 Jul-12 Jul-13 Jul-14 37.78 50.4 67.13 52.93 69.98 29.24 17.96 -0.75 27.84 -18.58 -64.09 -16.76 -19.44 -23.13
- 55. Thanks!