2. Alton Chong
Senior Customer Success Manager
● Helping advanced Facebook advertisers in
Southeast Asia scale, automate and optimize
their paid social activities: Grew this for SEA
customers at a scale of 62% YoY
● Help brands evolve their online marketing
strategies + overcome digital advertising
challenges: Lazada, Shopee, Sephora
● Fun fact: 1st Asian employee in Smartly.io APAC
(alongside two others)
Quick introduction
3. About us
Smartly.io makes online advertising easy, effective, and
enjoyable. We combine creative automation, ad
operations, and outstanding customer service to help over
650+ brands scale their results – not headcount.
Managing over $1BN in annual ad spend on Facebook and
Instagram alone, we are a fast-growing community of
250+ Smartlies with 18 offices around the world.
Extension of
your team
Efficiency
through
automation
Measurable
results at scale
Creative
solutions and
services
Innovate faster
4. 1
2
3
4
Successful paid social campaigns in SEA
Why Facebook Advertising?
Top 3 tips to scale your business with
Facebook advertising
Optimizing & scaling with Smartly.io
Agenda
5. ...people on Facebook are
connected to a business in
another country
(Facebook Insights)
Why Facebook advertising?1
...monthly active Facebook users
as of Q3 2018
(Statista 2018)
2.2
Billion
1.2
Billion
6. Cross Border Insights Finder
Identifying growth opportunities1
Campaign data across Facebook, Instagram and Audience Network
7. Conversion Index
What is it?
Conversion rate for eCommerce in each country,
based on advertising objective selected.
The higher, the better.
Identifying growth
opportunities
8. Cost Index
What is it?
How much it costs to advertise in the
selected countries for the eCommerce
vertical, based on the selected campaign
objective.
Identifying growth
opportunities
9. Competition Index
What is it?
How frequently people see ads in the selected
countries for the eCommerce vertical, based
on the selected campaign objective.
Identifying growth
opportunities
12. Scaled 1000s on-brand ads with 15+ image
templates for flash sales in 7 SEA markets
Success story 12
YoY increase in paid
social volume growth
YoY decrease in Cost
per 1000 impression
+40% -20%
14. Top 3 tips for penetrating new markets
with Facebook advertising
15. Full funnel campaign
structure
Why do advanced
advertisers adopt a Full
Funnel approach?
What are some of the
dynamics of a Full Funnel
Campaign?
Testing
Do knowledge about the
home audience market able
to be applied elsewhere?
Split-tests versus Lift tests
→ insights leading to
personalization
Hyperlocalization
Translation versus
Localization
Diving in to what the
experts do.
Top 3 tips for Facebook Advertising3
19. Split audience
into two groups
Show each group
a different campaign
Measure performance
in each
138
conversions
172
conversions
Split test
20. 670 conversions 475 conversions
Split audience
in two
Show ads only
to one group
Measure performance
in each
Lift Test
21. Split Test or Lift Test
1. Ad Study when reach and reached audience is similar
1. Lift Test when studying incrementality overall
1. Lift Test when Cells have different reach or reach
significantly different audience
29. Testing Suite with
smart Split test/Lift
Test setup.
Actionable Reporting
helps with better
decision making.
360° support from
Smartly.io’s Team
Building an Optimization Engine
Creative Engine to
enable test, learn &
evolve Ad creatives at
scale
AI Powered
Optimization Suite
boosts performances on
standard or custom goals.
30. Split Test Lift Test What to test?
● Creative design
versions
● Bidding strategies
● Lookalikes vs. Broad
audiences
● Ad Format: Video,
Static or Collection...
Which works better? A or B? Does my Ad provide
incrementality?
A
B
A
Testing
see how little changes can make a big difference
31. No blind spots
Flip the data as you like. Drill down to any
level to analyze your results
Customization
Decide what data to see and how to see
them
Actionability
Act immediately based on results.
Accelerate your optimization cycle and
evolve strategies faster to win competition
Actionable Reporting &
Better Decisions
with Smartly.io Pivot Tables
32. Strategize more, Optimize less
with Smartly.io’s AI Powered Optimization suite
Predictive Budget
Allocation
Smart budget
adjustments. Improve
results on given goals
(CPA, ROAS, Cohort Revenue)
Bid Optimization Smartly Creative
Optimization
Smart bid adjustments.
Balance cost and
conversions with
respective goals
Remove ad fatigue.
Iterate and find best
creatives
Rule Based
Optimization
Automated condition
checks and executions
Ad Set Ad
Budget Pool (Cross
Campaigns)
All Levels
Ad Account
Budget Pool
33. In closing
Scale customer acquisition across the
funnel with automated, localized, and
visually compelling creatives.
24/5 Support Chat
No tickets, no waiting. Just fast answers.
Multi-product
E-Commerce
Subscription
Services
Marketplace E-
Commerce
Single Product
E-Commerce
Delivery
Services
Smartly.io is a badged FB, IG and PIN marketing partner. We make online advertising easy, effective and enjoyable. Managing over $1BN in annual ad spend on Facebook and Instagram alone, there’s 250+ of us in 18 offices globally. That’s why
We try to be an extension of your team with our 24/5 support chat so there’s no tickets or waiting when you’ve questions
You can get measurable results at scale with our AI-driven optimizations
You can get efficiency through automation and wave goodbye to manual work
Access a host of creative solutions and services, which I’ll elaborate more in the following slides
Our customers get access to all things new before competitors; with our speed of innovation
#1 social networking site; 2.2BN monthly active users as of Oct 2018, with 1BN MAU for IG. AND, 1.2BN people on Facebook are connected to a business in another country.
Advertisers on the FB family of apps use the platforms for campaigns across the entire funnel, and I’ll show you why.
Naturally as the world’s #1 social networking site, they have an unparallelled amount of information on their member base. Using Cross Border Insights Finder, advertisers wanting to get insights across countries and to identify growth opportunities for their business can do so.
Using just ‘Search’ as a conversion objective here whilst comparing Taiwan against SEA for the eCom sector from Oct-Nov, Indonesia is likely a very good country for potential reach for most of you. This is no surprise as the nation is the world’s top 4 in terms of population.
BUT, interesting facts about this growth opportunity is that:
If we’re looking at conversion rate, Indonesia has (perhaps) surprisingly, the highest average conversion rate.
How about costs then? Well, Indonesia actually has the lowest average cost and the greatest projected stability over time.
AND to top it off, it is one of the top 3 lowest countries with competing ads for the eCom vertical.
But of course, this might change over the next few months + after this presentation :)
Other interesting reasons why you should already be on Facebook for your ad campaigns include these: getting your campaigns out during big sale periods (1.3X more online conversions during Singles Day 2017), or if you’re in the business of making people beautiful, then you should be on Instagram to expose your products to 63% of your prospects in Indonesia, and so forth.
Advertisers jumping onto the FB bandwagon are for different purposes; perhaps having used the FB tool, perhaps to ensure they spend ALL their marketing budget.
Or, perhaps they’ve seen great success, to which I’ll share with you now - how other advertisers have successfully penetrated the SEA market.
Shopee
Objective/goal:
Strategy:
Result: Scaled business by XX, XX more activity in different SEA markets
A localization strategy is a unique market approach a company takes to address purchasing habits, customer behaviors and overall cultural differences in each country it works in.
Small improvements matter because they cumulate. If you can find 10 things that each improve your results 7%, together these will double your results. Mathematics is on your side here!
How ad studies work (illustrated):
1. Split audience in two non-overlapping random parts
2. Show different campaign/adset to each audience
3. Measure which one does better, making sure you keep statistics in mind, which leads us to
Why you should be using ad studies?
avoid facebook optimization from creating differences
easy to see results and evaluate statistical significance
How many conversions are caused by your ads?
Just like ad study, except that
control group sees no ads
need to define beforehand what to measure
How it works:
treatment group sees ads
control group does not see ads
measure how much more conversions we get from the treatment group
Most common issue: need to have lots of data
Current limitations:
no custom conversions
no offsite conversions
no mobile app conversions
Small improvements matter because they cumulate. If you can find 10 things that each improve your results 7%, together these will double your results. Mathematics is on your side here!
This is not localization. A localization strategy is a unique market approach a company takes to address purchasing habits, customer behaviors and overall cultural differences in each country it works in.
This is not localization. A localization strategy is a unique market approach a company takes to address purchasing habits, customer behaviors and overall cultural differences in each country it works in. Hyperlocalization does not happen overnight, hyperlocalization does not happen by reading it off the internet. It is through having good data (Full funnel strategy) and systematic approach to testing. (Talk about message body, creative image, price, phone model adoption, language length.)
Scaling your Creatives - image templates (+ our presets)
The other jigsaw to opening up your cross-border business would be to plan out the strategies for optimizing your campaigns on FB. You can do it via our bespoke AI which lets you access
Creative engine: dynamic ads
Actionable reporting
AI powered optimization suite: PBA (budget pool, budgets, triggers)
Testing suite: ad studies
On testing, there’s options for you to try out such as split tests + lift tests. Not sure what to test? Let’s chat after this.
Smartly caters to the entire ecom spectrum and we help scale your customer acquisition across the funnel with automated, localized and visually compelling creatives.
Most importantly, we help you solve your problems with our 24/5 support chat with an average less than 5min response time. So you only get fast answers and get to implement your campaigns - fast.