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How to spend your first $10K:
Using Custom Audiences to be 10x more effective
Apply to the FBStart Program
Get $2.5K in free FB ads credits if you
qualify*
Turn your $10K into $12.5K
How to spend your first
$10K $12K
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
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!
Where do you start?
Facebook?
Twitter?
Youtube?
Content Syndication?
Adwords?
New stuff?
Yea, there’s a lot to choose from
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)
CONTENT
COMPLEX IDEAS
SOCIAL
TARGETING
SEM
CAPTURE INTENT
VIDEO
BRANDING
Find “product-platform fit”
Strategies to avoid
when you’re young
http://www.pocketgamer.biz/comment-and-opinion/61387/apple-killed-ua-again/
Featuring = now 100% curated
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
How charting works
Done well, spending ~$2K per day on incent
traffic can yield 0.5x-1x organic lift on iOS
Popular keywords are $$$
It is unlikely that your product’s v1.0 LTV can
compete with their v10.0 LTV
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
CONTENT
COMPLEX IDEAS
SOCIAL
TARGETING
SEM
CAPTURE INTENT
VIDEO
BRANDING
Onwards to custom
audiences…
4 core concepts for today:
1. Setup the proper tracking
2. Study your audience
3. Prime your audience [with content]
4. Convert your primed audience
Use FB’s custom audience pixel
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
Get the FB Pixel Helper
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
Install the
FB custom audience pixel
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
4 core concepts for today:
1. Setup the proper tracking
2. Create derivative audiences
3. Prime your audience [with content]
4. Convert your primed audience
Create custom audiences
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
Analyze your custom audience
using FB Insights
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
Pro-Tip: Create a
1% Lookalike Audience
How to spend your first $10K in paid marketing for startups
4 core concepts for today:
1. Setup the proper tracking
2. Create derivative audiences
3. Prime your audience [with content]
4. Convert your primed audience
Prime your audience using
earned or owned media
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
Q: How do I get my custom
audience pixel on my earned
media?
A: Use redirects or iframes.
Snip.ly is your friend.
How to spend your first $10K in paid marketing for startups
Short URL
How to spend your first $10K in paid marketing for startups
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
Next - drive traffic to your site
from your FB page
Create a hidden post from your
FB page in FB power editor
using the snip.ly URL
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
How to spend your first $10K in paid marketing for startups
Now boost the post using a
Page Post Engagement ad
targeting your Lookalike 1%
How to spend your first $10K in paid marketing for startups
Why should you boost posts?
1. Your historical traffic flow is small
and you want to grow it
2. You want to target a new niche not
reflected in your current traffic
3. You accrue organic reach to your
page
4. You can access cheaper CPM / CPC
Boosted post results
Page CPC (Link) CTR (Link)
Fund Your Dreams $1.12 0.88%
Ledge $1.95 0.38%
FYD +/- 0.6x 2.3x
Demo CPC (Link) CTR (Link)
Male 22-35 $1.04 0.96%
Female 22-35 $1.56 0.56%
Male +/- 0.7x 1.7x
Boosted post results
Page CPC (Link) CTR (Link)
Fund Your Dreams $1.12 0.88%
Ledge $1.95 0.38%
FYD +/- 0.6x 2.3x
Demo CPC (Link) CTR (Link)
Male 22-35 $1.04 0.96%
Female 22-35 $1.56 0.56%
Male +/- 0.7x 1.7x
4 core concepts for today:
1. Setup the proper tracking
2. Create derivative audiences
3. Prime your audience [with content]
4. Convert your primed audience
Convert the users who have
visited your page/blog
How to spend your first $10K in paid marketing for startups
Branded mobile app install ads
This test: show the ad to a
“primed” custom audience vs. a
general lookalike audience of
“non-primed”
Mobile app install ad results
Conversion CPM CTR (Link) CPC (Link) CTI CPI
Primed $18.43 0.60% $3.06 67% $4.59
Non-primed $10.38 0.33% $3.16 17% $18.58
Primed +/- 1.8x 1.8x 1.0x 3.9x 0.25x
Mobile app install ad results
Conversion CPM CTR (Link) CPC (Link) CTI CPI
Primed $18.43 0.60% $3.06 67% $4.59
Non-primed $10.38 0.33% $3.16 17% $18.58
Primed +/- 1.8x 1.8x 1.0x 3.9x 0.25x
4 core concepts for today:
1. Setup the proper tracking
2. Create derivative audiences
3. Prime your audience [with content]
4. Convert your primed audience
Hey…that was only 4x
improvement…I want my money
back!
This test was run with $2500 in
spend…which is the free credits
you got to start 
Refinements
1. 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.
2. 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
Let’s Recap!
Earned Media
Pixel
Branded FB Page
Owned Media
Snip.ly / Redirect
Unbranded FB Page
Page Post Engagement
Conversion Ad
Custom Audience
Branded FB Page
How to spend your first $10K in paid marketing for startups
You can find this talk at:
socialcapital.com/artifacts

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How to spend your first $10K in paid marketing for startups

  • 1. How to spend your first $10K: Using Custom Audiences to be 10x more effective
  • 2. Apply to the FBStart Program Get $2.5K in free FB ads credits if you qualify* Turn your $10K into $12.5K
  • 3. How to spend your first $10K $12K
  • 4. 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
  • 5. 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!
  • 6. Where do you start?
  • 13. Yea, there’s a lot to choose from
  • 14. 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)
  • 16. Strategies to avoid when you’re young
  • 18. 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
  • 19. How charting works Done well, spending ~$2K per day on incent traffic can yield 0.5x-1x organic lift on iOS
  • 20. Popular keywords are $$$ It is unlikely that your product’s v1.0 LTV can compete with their v10.0 LTV
  • 21. 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
  • 23. 4 core concepts for today: 1. Setup the proper tracking 2. Study your audience 3. Prime your audience [with content] 4. Convert your primed audience
  • 24. Use FB’s custom audience pixel
  • 27. Get the FB Pixel Helper
  • 30. Install the FB custom audience pixel
  • 33. 4 core concepts for today: 1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience
  • 37. Analyze your custom audience using FB Insights
  • 41. Pro-Tip: Create a 1% Lookalike Audience
  • 43. 4 core concepts for today: 1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience
  • 44. Prime your audience using earned or owned media
  • 48. Q: How do I get my custom audience pixel on my earned media?
  • 49. A: Use redirects or iframes. Snip.ly is your friend.
  • 53. 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
  • 54. Next - drive traffic to your site from your FB page
  • 55. Create a hidden post from your FB page in FB power editor using the snip.ly URL
  • 59. Now boost the post using a Page Post Engagement ad targeting your Lookalike 1%
  • 61. Why should you boost posts? 1. Your historical traffic flow is small and you want to grow it 2. You want to target a new niche not reflected in your current traffic 3. You accrue organic reach to your page 4. You can access cheaper CPM / CPC
  • 62. Boosted post results Page CPC (Link) CTR (Link) Fund Your Dreams $1.12 0.88% Ledge $1.95 0.38% FYD +/- 0.6x 2.3x Demo CPC (Link) CTR (Link) Male 22-35 $1.04 0.96% Female 22-35 $1.56 0.56% Male +/- 0.7x 1.7x
  • 63. Boosted post results Page CPC (Link) CTR (Link) Fund Your Dreams $1.12 0.88% Ledge $1.95 0.38% FYD +/- 0.6x 2.3x Demo CPC (Link) CTR (Link) Male 22-35 $1.04 0.96% Female 22-35 $1.56 0.56% Male +/- 0.7x 1.7x
  • 64. 4 core concepts for today: 1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience
  • 65. Convert the users who have visited your page/blog
  • 67. Branded mobile app install ads
  • 68. This test: show the ad to a “primed” custom audience vs. a general lookalike audience of “non-primed”
  • 69. Mobile app install ad results Conversion CPM CTR (Link) CPC (Link) CTI CPI Primed $18.43 0.60% $3.06 67% $4.59 Non-primed $10.38 0.33% $3.16 17% $18.58 Primed +/- 1.8x 1.8x 1.0x 3.9x 0.25x
  • 70. Mobile app install ad results Conversion CPM CTR (Link) CPC (Link) CTI CPI Primed $18.43 0.60% $3.06 67% $4.59 Non-primed $10.38 0.33% $3.16 17% $18.58 Primed +/- 1.8x 1.8x 1.0x 3.9x 0.25x
  • 71. 4 core concepts for today: 1. Setup the proper tracking 2. Create derivative audiences 3. Prime your audience [with content] 4. Convert your primed audience
  • 72. Hey…that was only 4x improvement…I want my money back!
  • 73. This test was run with $2500 in spend…which is the free credits you got to start 
  • 74. Refinements 1. 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. 2. 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
  • 76. Earned Media Pixel Branded FB Page Owned Media Snip.ly / Redirect Unbranded FB Page Page Post Engagement Conversion Ad Custom Audience Branded FB Page
  • 78. You can find this talk at: socialcapital.com/artifacts

Notas do Editor

  1. ----- Meeting Notes (10/11/15 21:01) ----- We are big fans of the Launch team and fund XXX
  2. ----- Meeting Notes (10/11/15 21:05) ----- There's a lot of great talks focusing on organic strategies and I encourage you to think about this as a separate test bed to augment your traffic not the sole source in of itself
  3. ----- Meeting Notes (10/11/15 21:05) ----- They just released a new way to poll users
  4. ----- Meeting Notes (10/11/15 21:14) ----- Access to better CPAs based on scale