How to spend your first $10K: Using Custom Audiences to be 10x more effective


The Presentation inside:

Slide 0

How to spend your first $10K: Using Custom Audiences to be 10x more effective


Slide 1

Apply to the FBStart Program Get $2.5K in free FB ads credits if you qualify* Turn your $10K into $12.5K


Slide 2

How to spend your first $10K $12K


Slide 3

Hi, I’m Andy Artz Partner @ Social Capital Head of User Acquisition We invest in transformative ideas with global impact to fundamental human needs VP @ OMGPOP Analytics & Finance Real-time Multiplayer Social & Mobile Games


Slide 4

Are you ready to test spend? You already have some traffic & customers You have a working product You can service more customers Note: this is not a substitution for organic efforts!


Slide 5

Where do you start?


Slide 6

Facebook?


Slide 7

Twitter?


Slide 8

Youtube?


Slide 9

Content Syndication?


Slide 10

Adwords?


Slide 11

New stuff?


Slide 12

Yea, there’s a lot to choose from


Slide 13

Pick a scalable platform The purpose of your first $X should be to to prove out the viability of a channel If it works, you can pour more $ in based on your learnings Avoid one-offs and things that you don’t have control over (e.g. buying a billboard)


Slide 14

CONTENT COMPLEX IDEAS SOCIAL TARGETING SEM CAPTURE INTENT VIDEO BRANDING Find “product-platform fit”


Slide 15

Strategies to avoid when you’re young


Slide 16

http://www.pocketgamer.biz/comment-and-opinion/61387/apple-killed-ua-again/ Featuring = now 100% curated


Slide 17

It takes 50-100K installs in 24 hours to penetrate the Top 10 on iOS. The plus is organic discovery. Incentivized networks charge ~$1-2 per install App store charting & bursting


Slide 18

How charting works Done well, spending ~$2K per day on incent traffic can yield 0.5x-1x organic lift on iOS


Slide 19

Popular keywords are $$$ It is unlikely that your product’s v1.0 LTV can compete with their v10.0 LTV


Slide 20

IP-based geo-targeting ? great We compared users’ GPS location from 1st app open to determine what % were within targeted city limits ~40%+ inaccuracy Mobile ad network


Slide 21

CONTENT COMPLEX IDEAS SOCIAL TARGETING SEM CAPTURE INTENT VIDEO BRANDING Onwards to custom audiences…


Slide 22

4 core concepts for today: Setup the proper tracking Study your audience Prime your audience [with content] Convert your primed audience


Slide 23

Use FB’s custom audience pixel


Slide 24


Slide 25


Slide 26

Get the FB Pixel Helper


Slide 27


Slide 28


Slide 29

Install the FB custom audience pixel


Slide 30


Slide 31


Slide 32

4 core concepts for today: Setup the proper tracking Create derivative audiences Prime your audience [with content] Convert your primed audience


Slide 33

Create custom audiences


Slide 34

Your traffic


Slide 35

Your pixel


Slide 36

Analyze your custom audience using FB Insights


Slide 37

Your audience


Slide 38


Slide 39

1.7K MAU Men 25-34


Slide 40

Pro-Tip: Create a 1% Lookalike Audience


Slide 41

Your pixel


Slide 42

4 core concepts for today: Setup the proper tracking Create derivative audiences Prime your audience [with content] Convert your primed audience


Slide 43

Prime your audience using earned or owned media


Slide 44


Slide 45


Slide 46

No pixel found


Slide 47

Q: How do I get my custom audience pixel on my earned media?


Slide 48

A: Use redirects or iframes. Snip.ly is your friend.


Slide 49


Slide 50

Short URL


Slide 51

Bonus CTA Your FB Pixel


Slide 52

Recap: You now have placed your custom audience pixel on your earned media. When you send traffic to that short URL, you are planting the seeds of your custom audience


Slide 53

Next - drive traffic to your site from your FB page


Slide 54

Create a hidden post from your FB page in FB power editor using the snip.ly URL


Slide 55


Slide 56


Slide 57


Slide 58

Now boost the post using a Page Post Engagement ad targeting your Lookalike 1%


Slide 59

Your audience


Slide 60

Why should you boost posts? Your historical traffic flow is small and you want to grow it You want to target a new niche not reflected in your current traffic You accrue organic reach to your page You can access cheaper CPM / CPC


Slide 61

Boosted post results


Slide 62

Boosted post results


Slide 63

4 core concepts for today: Setup the proper tracking Create derivative audiences Prime your audience [with content] Convert your primed audience


Slide 64

Convert the users who have visited your page/blog


Slide 65

Custom audience


Slide 66

Branded mobile app install ads


Slide 67

This test: show the ad to a “primed” custom audience vs. a general lookalike audience of “non-primed”


Slide 68

Mobile app install ad results


Slide 69

Mobile app install ad results


Slide 70

4 core concepts for today: Setup the proper tracking Create derivative audiences Prime your audience [with content] Convert your primed audience


Slide 71

Hey…that was only 4x improvement…I want my money back!


Slide 72

This test was run with $2500 in spend…which is the free credits you got to start ?


Slide 73

Refinements Use the learnings from page post engagment ads to refine content choice, copy, and targeting to maximize CTR/minimize CPC. Likes, comments, shares help to get organic reach. You need organic lift on page posts to make this work. Because the cost of priming adds a fixed cost to your primed conversions but gives you a 4x multiplier – you have to find the sweet spot where the multiplier effect in increased conversion rate outweighs the cost of priming. For a detailed calculator download the excel here: ? https://s23p.box.com/FBPrimingCalculator


Slide 74

Let’s Recap!


Slide 75

Earned Media Pixel Branded FB Page Owned Media Snip.ly / Redirect Unbranded FB Page Page Post Engagement Conversion Ad Custom Audience Branded FB Page


Slide 76


Slide 77

You can find this talk at: socialcapital.com/artifacts


×

HTML:





Ссылка: