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1 x1 von Custom & Lookalike Audiences - AFBMC

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Veröffentlicht am

Vortrag von Thomas Hutter auf der AllFacebook Marketing Conference 2014 in Berlin. Mehr Informationen: conference.allfacebook.de

Veröffentlicht in: Internet
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       Antworten 
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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

1 x1 von Custom & Lookalike Audiences - AFBMC

  1. 1. Berlin, 10. November 2014 1 x 1 von Custom & Lookalike Audiences Facebook
  2. 2. Facebook: 1 x 1 von Custom & Lookalike Audiences Was sind Custom Audiences?
  3. 3. Nutzer Facebook Übereinstimmende Zielgruppe Facebook: 1 x 1 von Custom & Lookalike Audiences CRM & Retargeting Data Matching Kunden auf Facebook gezielt finden CRM Datenbank
  4. 4. Facebook: 1 x 1 von Custom & Lookalike Audiences ausschliessendes Targeting Wofür können Custom Audiences eingesetzt werden? einschliessendes Targeting
  5. 5. Facebook: 1 x 1 von Custom & Lookalike Audiences Worauf basieren Custom Audiences? E-Mail- Adressen Telefon- Nummern Mobile AdvertiserID WebsiteBesuchen Facebook User ID Mobile App
  6. 6. Facebook: 1 x 1 von Custom & Lookalike Audiences Bildung von CA auf Basis von Facebook User IDs Via Facebook Applikationen generierte UID –passende FB App muss vorhanden sein! Achtung! UID Scrappingvia Open Graph oder Gruppen verstösst gegen Facebook Policy
  7. 7. Facebook: 1 x 1 von Custom & Lookalike Audiences E-Mail-Adressen aus dem CRM, aus Newsletter-Datenbanken oder direkt aus MailChimpwerden verschlüsselt (Hashing) bei Facebook hochgeladen. Bildung von CA auf Basis von E-Mail-Adressen Möglicher Einsatz: Fangewinnung, Abverkauf, Cross- Selling, Reaktivierung, Loyalitätsangebote, Ausschluss
  8. 8. Facebook: 1 x 1 von Custom & Lookalike Audiences Telefonnummern aus dem CRM werden verschlüsselt (Hashing) bei Facebook hochgeladen. Bildung von CA auf Basis von Telefon-Nummern Möglicher Einsatz: Fangewinnung, Abverkauf, Cross- Selling, Reaktivierung, Loyalitätsangebote, Ausschluss
  9. 9. Facebook: 1 x 1 von Custom & Lookalike Audiences Bildung von CA auf Basis von Mobile Advertising IDs Unterstützt werden: Apple’sAdvertising Identifier (IDFA) Android’sAdvertising ID App User ID via Facebook SDK Möglicher Einsatz: Abverkauf von Pro-Funktionen und Cross-Selling, Reaktivierung, Loyalitätsangebote
  10. 10. Facebook: 1 x 1 von Custom & Lookalike Audiences Bildung von CA auf Basis von Mobile Apps Möglicher Einsatz: Abverkauf von Pro-Funktionen und Cross-Selling, Reaktivierung, Loyalitätsangebote Bestehende Mobile App mit integriertem Facebook SDK, basierend auf getätigten Aktionen nicht getätigten Aktionen Kombinationen von getätigten Aktionen
  11. 11. Facebook: 1 x 1 von Custom & Lookalike Audiences Einbindung eines Retargeting-Pixels in der Website zur Bildung von Custom Audiences von Besuchern •meiner Website •von bestimmten Bereichen/Seiten meiner Website •von bestimmten Bereichen/Seiten meiner Website, welche andere Bereiche/Seiten nicht besucht haben •meiner Website, welche die Website X Tage nicht besucht haben •anhand von individuellen Kriterien Bildung von CA auf Basis von Website Besuchen
  12. 12. Facebook: 1 x 1 von Custom & Lookalike Audiences Beispiele für die Bildung von CA auf Basis von Website Besuchen Alle Besucher der Website Möglicher Einsatz: Anzeigen von Page Like Ads zur Fangewinnung, Erinnerungsfunktion, Reaktivierung
  13. 13. Facebook: 1 x 1 von Custom & Lookalike Audiences Alle Besucher die den Shop und die Service Seite besuchten jedoch nichts in den Warenkorb gelegt haben Möglicher Einsatz: Vorschlag von Produkten aus dem Sortiment, Repetition Serviceversprechen, Gutscheincode Beispiele für die Bildung von CA auf Basis von Website Besuchen
  14. 14. Facebook: 1 x 1 von Custom & Lookalike Audiences Alle Besucher die Produkte in den Warenkorb gelegt haben, aber nicht die CheckOut-Seite besuchten Möglicher Einsatz: Vorschlag der besuchten Produkte, Bestellungsreminder, zeitlich begrenzter Gutscheincode Beispiele für die Bildung von CA auf Basis von Website Besuchen
  15. 15. Facebook: 1 x 1 von Custom & Lookalike Audiences Möglicher Einsatz: Loyalitäts-Rabatt, Gutscheincode, neue Produkte, Page Like Ads zur Fangewinnung, etc. Alle Besucher die die CheckOut- Seite besuchten Beispiele für die Bildung von CA auf Basis von Website Besuchen
  16. 16. Facebook: 1 x 1 von Custom & Lookalike Audiences Custom Audiences mit Gültigkeitsdauer von 1 Tag bis 180 Tagen: periodische Erinnerungen Reaktivierung von Besuchern kontinuierliche Ads Schaltungen Beispiele für die Bildung von CA auf Basis von Website Besuchen
  17. 17. Facebook: 1 x 1 von Custom & Lookalike Audiences E-Mail-Adressen und Telefon Nummern für Custom Audiences hochladen? CRM Datenbank Nutzer Facebook Sämtliche hochgeladenen Daten werden «gehasht». Es werden nur Hashes miteinander verglichen. Nicht übereinstimmende Hashes werden verworfen und gelöscht.
  18. 18. Facebook: 1 x 1 von Custom & Lookalike Audiences Was sind Lookalike Audiences?
  19. 19. TäglicheKunden Hochpreis- Kunden Kunden, die in den letzten3 Monatemind. 3x gekaufthaben Und Menschen dieähnlichaussehen Lookalike AudienceMenschen, die Kunden ähnlich sind Facebook: 1 x 1 von Custom & Lookalike Audiences
  20. 20. Facebook: 1 x 1 von Custom & Lookalike Audiences ausschliessendes Targeting Wofür können Lookalike Audiences eingesetzt werden? einschliessendes Targeting
  21. 21. Facebook: 1 x 1 von Custom & Lookalike Audiences Worauf basieren Lookalike Audiences? Fans von Facebook Seite ConversionPixel Custom Audience
  22. 22. Facebook: 1 x 1 von Custom & Lookalike Audiences Menschen die ähnlich sind zu •Hochpreiskunden •regelmässigen Kunden •sporadischen Kunden Bildung von LAA auf Basis von Custom Audiences
  23. 23. Facebook: 1 x 1 von Custom & Lookalike Audiences Menschen die ähnlich sind zu bestehenden Fans der eigenen Facebook Seite. Der Einsatz der eigenen Facebook Seite als Basis zur Bildung der Lookalike Audience ist nur sinnvoll, wenn die Fanbasis «seriös» aufgebaut wurde. Bildung von LAA auf Basis von Fans von Facebook Seite
  24. 24. Facebook: 1 x 1 von Custom & Lookalike Audiences Menschen die ähnlich sind zu Menschen, die bereits auf der eigenen Website eine Conversion gemacht haben. Bildung von LAA auf Basis von Conversion Pixel
  25. 25. Facebook: 1 x 1 von Custom & Lookalike Audiences Genauigkeit vs. Reichweite bei Lookalike Audiences Maximale Übereinstimmung Maximale Reichweite Beschränkung auf Land
  26. 26. Facebook: 1 x 1 von Custom & Lookalike Audiences Zusätzliche Zielgruppenauswahl bei Custom & Lookalike Audiences Sämtliche Möglichkeiten für die Einschränkung der Zielgruppen bleiben bestehen.
  27. 27. Facebook: 1 x 1 von Custom & Lookalike Audiences Beschränkungen bei Custom & Lookalike Audiences Lookalike Audiences mind. 100 Menschen als Datenbasis max. 500 Lookalike Audiences von einer Datenquelle Custom Audiences 1 Code pro Werbekonto mind. 100 Menschen als Datenbasis max. 500 Custom Audiences von Daten-Uploads max. 10’000 Custom Audiences von Website Besuchen oder Mobile App
  28. 28. Facebook: 1 x 1 von Custom & Lookalike Audiences Aktualisieren von Custom & Lookalike Audiences Custom Audiences manuelle Aktualisierung durch erneuten Datenupload Lookalike Audiences automatisierte Aktualisierung alle 7 Tage manuelle Aktualisierung jederzeit möglich
  29. 29. Facebook: 1 x 1 von Custom & Lookalike Audiences Richtlinien von Facebook Custom & Lookalike Audiences Custom Audiences Nutzungsbedingungen von Facebook für Custom Audiences: http://huco.li/fbcatos Nutzungsbedingungen von Facebook für Custom Audiences von Website Besuchern und Mobile App: http://huco.li/fbcatosweb
  30. 30. Facebook: 1 x 1 von Custom & Lookalike Audiences Rechtliche Betrachtungen beim Einsatz von Custom Audiences Dr. Carsten Ulbricht «Facebook Rechts-Update 2014 im Experten Talk» 14.20 Uhr -Saal Berlin 2
  31. 31. Facebook: 1 x 1 von Custom & Lookalike Audiences Whitepaper Custom Audiences Dr. Carsten Ulbricht Thomas Hutter Download: huco.li/whitepaperFBCA
  32. 32. Thank you. huco.li/afbmc14hut
  33. 33. Hutter ConsultGmbHSchüracker 68362 Ifwil/ Balterswil Tel. 052 366 22 93info@hutter-consult.comwww.hutter-consult.comwww.thomashutter.com Kontakt skype:th.hutter facebook.hutter-consult.com twitter.hutter-consult.com gplus.hutter-consult.com slideshare.hutter-consult.com scribd.hutter-consult.com xing.hutter-consult.com linkedin.hutter-consult.com thomashutter.com

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