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2018 Facebook Advertising Round-Table

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2018 is here. We have a full year ahead of us, how do you see Facebook’s advertising landscape changing? How will this impact Ecommerce? Facebook will keep changing—keep up or lose out.

Don’t Miss Out—Join 4 of the leading Facebook industry experts, as they dive into Facebook growth strategies, innovations & expectations for Facebook advertising in 2018.

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2018 Facebook Advertising Round-Table

  1. 1. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 2018 Facebook Advertising Round-Table
  2. 2. ● Session Recording + Slides Will Be Sent Out ● Join in the Poll Questions! ● Submit Questions to Our Panelists Today’s Logistics
  3. 3. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
  4. 4. About AdEspresso Facebook’s #1 Marketing Partner for Advertising. ● Create thousands of ads in just three clicks. ● Automate the most common tasks: Campaign optimisation, reporting, sync with CRMs, automatic post promotion... ● Marketing Services: Campaign audits, one-on- one coaching, fully managed services... ● Learning Path: Monthly webinars, exclusive group, ad gallery
  5. 5. About Shakr The world’s leading video creation platform. ● 2000+ Video Templates: Drag-and-drop easy, no video creation experience needed. ● Create Video for Social: Square, vertical, and landscape videos. Never run out of content. ● Dynamic video ads: DPA but with video. Coming soon. ● Custom Video Designs For Enterprise: Work with brands like MLB, WeWork and Nissan.
  6. 6. About Wishpond Since 2012, Wishpond has worked to build software which makes it easy for businesses to grow online. ● Lead generation tools: Landing pages, contests, popups, CTAs and forms ● Email Marketing: Auto-responding, newsletters and drip campaigns ● Marketing Automation: 300+ integrations, lead management and automated If/Then workflows
  7. 7. Sarah Sanchez Manager, Performance Social Today’s Speakers James Scherer Content Marketer Anton Eliasson Director, Marketing Antonio Calero Head, Marketplace Services
  8. 8. Today’s Agenda ● Notable changes to Facebook in 2017 ● Success factors we’ve found for advertising on Facebook ● Adapting to the elongation of the buyer funnel ● Impact of mobile ● What’s next for Facebook in 2018?
  9. 9. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Notable Changes to Facebook in 2017
  10. 10. Facebook’s New Algorithm ● Facebook changes stemmed from fake news virality. ● New algorithm gives priority to friends and family, likely decreasing reach of pages & publishers. ● This change can also potentially affect space for businesses to advertise. Notable Changes to Facebook
  11. 11. Simplicity comes to Facebook ● Automated rules to ease campaign optimization. ● Beta launch of ‘Dynamic Creative Optimization’ to some advertisers. ● Power Editor and Ads Manager merge. ● New campaign types to better reach your target audience: Local awareness, Messenger... Notable Changes to Facebook
  12. 12. Engagement is down ● CPMs likely to increase due to more demand - High emphasis on high quality ads. ● Low value or short term businesses are in dangerous territory. ● Stop thinking of advertising strategies, start thinking of ACTUAL VALUE. ● DR ads might suffer as a result. Spend more on brand awareness etc. Notable Changes to Facebook
  13. 13. Facebook is now video first Facebook loves video and that’s going to continue. Heavy push on live video, and new video formats like square and vertical. The biggest opportunity we see, and hear from the internal FB team is Instagram stories. ● Square videos give you 78% more screen real estate. ● Instagram stories adoption is still an issue for FB internally. ● Short videos is crucial. Notable Changes to Facebook
  14. 14. Sales funnel nurturing Change from a platform built around engagement and low-interest new traffic to a platform which can turn leads into sales. ● Cold custom audiences ● Retargeting Notable Changes to Facebook
  15. 15. Notable Changes to Facebook Beyond the Newsfeed Facebook messenger ads. Imagine... ● Personal trainer answering questions about classes ● Ecommerce marketers answering about sizes and styles ● B2B support staff doing demo prep
  16. 16. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Success factors we’ve found for Facebook Advertising
  17. 17. Copyright 2017 - Q4 Amazon Virtual Summit Utilization of great creative Good on- site conversion rate Success Factors for Facebook Advertising
  18. 18. It’s advertising war! ● Banner Blindness is becoming a trend Success Factors for Facebook Advertising
  19. 19. It’s advertising war! ● Banner Blindness is becoming a trend ● It’s time to be creative Success Factors for Facebook Advertising
  20. 20. It’s advertising war! ● Banner Blindness is becoming a trend ● It’s time to be creative ● It’s time to be social Success Factors for Facebook Advertising
  21. 21. Square vs Landscape ● Square gives you ~74% more screen real estate. Video carousel ads that engage ● Use motion and visual cues/CTA to engage. Success Factors for Facebook Advertising
  22. 22. Facebook vs Instagram We're seeing, on average, a 30-50% lower cost-per-click on Instagram than Facebook. In this example, from a promotion run within the ecommerce industry, CPC from Facebook is 60 cents. Success Factors for Facebook Advertising
  23. 23. Facebook vs Instagram CPC from Instagram is 35 cents. CPA is the same. Landing page conversion rate is slightly lower. The takeaway here is to try both and assume nothing. Success Factors for Facebook Advertising
  24. 24. Success Factors for Facebook Advertising Reallocation of Budget In this campaign, limiting the age demographic to 18 – 45 immediately increases ROAS from 3.43 to 3.94. Consistent evaluation of who and where your ads are being shown often reveals opportunities for improvement. Source: DigitalSpotlight
  25. 25. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Adapting to the elongation of the buyer funnel
  26. 26. Custom Audiences ● Can be more segmented due to longer buyer funnel ● Can target: # of interactions, whether they engaged with a post, or frequent purchasers Facebook Analytics ● Ability to drill down path to purchase ● Tailor advertising spend on where conversions originate Facebook Analytics Elongation of Buyer Funnel
  27. 27. The solution to increased competition ● Advertising costs keep increasing ● No more ‘single campaign’ tracking, but ‘Project’ tracking ○ Broader campaigns with light goals are cheaper ○ Narrow campaigns with hard goals are more expensive - BUT more effective ● Funnels require multiple touchpoints ● Track user behaviour - not just conversions Elongation of Buyer Funnel
  28. 28. Tactics ● Multi-point funnels ● Light Conversions ○ Try multiple goals: brand awareness, video views, clicks to website… ○ Try multiple placements: mobile, Instagram, right hand column, etc… ● Hard Conversions ○ EFFECTIVE retargeting ○ Complex Audiences: from device, category, referral path... ○ Up-selling / Cross-selling (Dynamic Product Ads) Elongation of Buyer Funnel
  29. 29. Full funnel targeting ● Really think through your funnels. ● Don’t go for the hard sell initially. ● Prime your target with brand awareness ads first, then get closer and closer to your offer. Elongation of Buyer Funnel
  30. 30. Elongation of Buyer Funnel
  31. 31. Landing page optimization as important as ad optimization ● Consistency between ad and landing page ● Value-oriented messaging ● High-quality images Elongation of Buyer Funnel
  32. 32. Nurturing leads into sales: inbound ● Multiple retargeting campaigns based on blog topics ● Optimize for impression Nurturing leads into sales: outbound ● Industry-based list of cold leads Elongation of Buyer Funnel
  33. 33. Elongation of Buyer Funnel Facebook Messenger ads ● Starting a conversation with Facebook users before they get anywhere near a website ● Allows for multiple touchpoints ● Keeps users comfortable - less sales pressure
  34. 34. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Mobile Advertising on Facebook
  35. 35. Mobile Advertising on Facebook Create content with a mobile-first mindset ● Design creative with a mobile-first mindset ● Majority of advertising spend is now on mobile ● Topic & Trends report identifies conversation peaks and trends, which advertisers can use to plan their creative and calendars
  36. 36. Key Focus on 2017 ● Local Awareness ○ Call ○ Directions ● Messenger ads ○ Start Conversation ○ As a placement ● Instagram Stories Mobile Advertising on Facebook
  37. 37. Our experience: Create (square or vertical) videos with mobile in mind. Don’t create another landscape video. Use different aspect ratios for each ad within the same ad. If you don’t catch attention within 2-3 seconds you’re out. Videos isn’t everything. Try mixing video + image ad in the same ad set to increase delivery. “Quirk” in the algorithm according to FB internal. Mobile Advertising on Facebook
  38. 38. Mobile is: ● Everywhere… ● Fast… ● Frequent… Mobile Advertising on Facebook
  39. 39. Mobile Advertising on Facebook Our experience: Cost-per-Action objective targeting results in 70-80% of ads being shown on mobile or tablet. (70% of impressions and 67% of click-throughs in this example) -->
  40. 40. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2What’s next for Facebook in 2018?
  41. 41. What’s next for Facebook? Messenger Ads ● Multiple ad placements available now ● Facebook’s eyes are set on overtaking email Chatbots ● Chatbots will become more prominent for businesses
  42. 42. The empire of programmatic. Facebook will keep rolling out features to increase automation in the aim to help advertisers ● Enhanced Dynamic Product Ads ● Dynamic Optimization ● Budget Optimization ‘Facebook Zero’ will trigger a further increase in advertisers ● Becomes critical to create good ads, and funnels ‘In-video’ ads will be a thing - but won’t last long. What’s next for Facebook in 2018?
  43. 43. Dynamic video ads for e-commerce will be a huge hit. DPA for video already in beta stage on the Facebook API, will enable advertisers to create videos for thousands of videos in a very short amount of time, almost live. ● “Create-To-Convert” - A new video design framework from Facebook Creative Shop ● Instagram Stories is a great chance for advertisers. ● Full funnel retargeting campaigns on all placements. ● Pre-roll and in-video ads will be an interesting experiment. ● You’ll need a holistic approach based on engagement. No shortcuts. What’s next for Facebook in 2018?
  44. 44. Likely to get more expensive. ● Ad/landing page cohesion ● Website additions (exit popups, click popups instead of displayed forms) ● List-building strategies (email-gated discount in overlay) ● Abandoned cart email/drip campaigns What’s next for Facebook in 2018?
  45. 45. What’s next for Facebook in 2018? Facebook will introduce more strategies to keep ad clickers on- platform. More advertisers will be trying Facebook Messenger ads, and Facebook will start catering more to that strategy. Expect a change to Facebook lead ads to more completely integrate messaging as first point of contact between advertisers and ad clickers.
  46. 46. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your Complimentary Facebook Performance Marketing Evaluation CPC Strategy’s Facebook Performance Marketing Evaluation is a complimentary 60-minute analysis and assessment of your Facebook advertising strategy & unique business goals, whether that be: brand awareness, acquisition, customer activation, or re-engagement. What Now? SCHEDULE MY EVALUATION
  47. 47. Sarah Sanchez Manager, Performance Social Questions For Today’s Speakers? James Scherer Content Marketer Anton Eliasson Director, Marketing Antonio Calero Head, Marketplace Services
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2018 is here. We have a full year ahead of us, how do you see Facebook’s advertising landscape changing? How will this impact Ecommerce? Facebook will keep changing—keep up or lose out. Don’t Miss Out—Join 4 of the leading Facebook industry experts, as they dive into Facebook growth strategies, innovations & expectations for Facebook advertising in 2018.

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