Micro-targeting ads using detailed user profile data and dynamically tailoring ad messaging and landing pages allows advertisers to improve ad relevance and lower costs on social platforms like Facebook. Segmenting the audience into narrow demographic groups like age, gender, interests and optimizing ads for each group through A/B testing of headlines, images and copy can increase relevance and drive down costs even further compared to search advertising which has inherent price ceilings. Case studies demonstrate how travel and dating companies achieved lower CPCs and CPAs through extensive segmentation, optimization of ads for different groups, and leveraging social data in the user experience from ad to landing page.

1. How to Manage and Optimise Facebook Campaigns

2. Social Advertising: Data to Optimisation Why social is so different What drives social How you exploit these drivers Tips and tricks Sustaining RoI

3. The web is becoming deeply social, from its foundations upwards For the first time online, people are being understood as individuals; not as IP addresses or search requests. Sarah 35 years old A hippy and a yoga fanatic Mike 24 years old Loves rock music, pizza and traveling Alex 29 years old Extreme sports fanatic

4. New technologies, APIs and platforms are enabling us to understand these people, their relationships and their interests in real-time.

5. More important than this however, is scalable access to the underlying data There has never before been a series of platforms that give such deep access to user behavioral and demographic data in a manner that is so scalable.

6. The heart of the issue. What does this mean…

7. How does this differ from search? Awareness Search Engine; intent driven Interest Facebook; passive advertising, warming leads Desire Billboards; generic, irrelevant Action And what is the impact on price?

8. Search is ‘keyword’ based and hence as competing suppliers fight for singular keywords your cost per acquisition rapidly becomes impossible to control. Search has high ceilings. This limits your business. Social doesn’t.

9. Social works in a complete different way. Suppliers compete for ‘people’ on a numerous different parameters: age, gender, interest, connections etc. The fundamentals of social drive the price down….

10. The more you segment your user base, the less people you compete with the lower your acquisition price goes! Traditional Approach Proper Approach to Social Advertising

11. …and here’s the proof. Creative Interest Group 0.20% 0.22% All Liverpool FC Man Utd FC Chelsea FC Football 0.03% 0.05% 0.03% 0.06% 0.04% 0.21% 0.03% 0.05% Micro-targeting (2x) Micro-messaging (5x – 10x)

13. This enables a level of relevance that has a direct impact on response rates and conversion rates

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18. Doing this at scale enables you to to make your ad relevant to whoever you target

20. Imagine the ability to know your visitors age, gender and interests as soon as they arrive…WWW More Targeting/Relevance Extract Interests Drive to Dynamic Landing Page

22. Over time your CTR decreases and your CPC’s increase, as quickly as 2 – 3 days

23. The key is to clone and tweak your campaigns, giving you rapid cost benefitsClone Ads and Repost

25. Its important to have different tools to create and drive your campaigns

26. But it is also imperative that you can report back into the place you create your ads

30. Compare impressions, CTR, costs, and conversions by key demographics, and optimise to them18 – 24 Lives in London 30– 35 Lives in Manchester Fan of rock music Fan of Hip-hop Male Female

32. Also how A/B testing and in Facebook can help drive your optimisation

34. Search style optimisation

35. Different to search as described, avoids search ceiling

36. More relevant users

37. CPC dropped by 40%

38. Sustainable: over double the level of impressions and clicks served in FebruaryLower CPC. Sustainable performance uplift. Different to search.

39. Dating Client: Lower CPAs, Beating Search’s Ceiling Lower CPC. Lower CPA. Branding benefits.

41. Micro-Target AND micro-message

42. Use dynamic landing pages that use visitor social data

43. Battle creative fatigue, by cloning campaigns

44. Ensure you can report CPA in real-time

45. Ensure full 3rd party analytics integration into your campaign

46. Report, measure and tweak