Vortrag von Dennis Fäckeler auf der AllFacebook Marketing Conference 2018 in Berlin. Details: https://conference.allfacebook.de/session/prospects-and-remarketing/

1. www.thehomelike.com
Funnel completed:
Dynamic Ads als Brücke zwischen Prospecting und Remarketing

3. 700.000+
gebuchte Nächte
45.000+
Apartments
Ø 40%
Kostenersparnis*
100+
Städte
• *gegenüber einem Hotelzimmer
Löffelfertige Wohnungen an Geschäftsreisende vermieten
www.thehomelike.com

4. Funnel ist out, Flywheel ist in.
Was heißt das für mein Marketing?
Funnel completed:
Dynamic Ads als Brücke zwischen Prospecting und Remarketing

5. A
I
D
A

6. upper
middle
lower

9. The Virtuous Cycle
Growth through scaling
„The Amazon-Flywheel“

10. Growth
Traffic
Customer ExperienceSellers
Selection
Lower cost structure
Lower prices
Infrastructure investment
Improved efficiency
Faster, more
reliable delivery
The Everything Store: Jeff Bezos and the Age of Amazon
https://www.amazon.com/Everything-Store-Jeff-Bezos-Amazon/dp/0316219282
https://www.ben-evans.com/benedictevans/2014/9/4/why-amazon-has-no-profits-and-why-it-works
http://www.samseely.com/blog/2016/5/2/the-amazon-flywheel-part-1

11. Flywheel Hubspot
https://blog.hubspot.com/marketing/our-flywheel

12. Dynamic Product Ads
Personalized ads without manual effort

13. Relevance Complete
the sale
Contact people
across devices
Scale

14. What are the requirements?
Pixel / SDKProduct catalogue

15. The Heart of DPA: The Product Catalogue

16. Product Catalogue types
Travel AutomotiveReal Estate

17. The Brain of DPA: The Facebook-Pixel

18. Add pixel-events along your funnel
Search
ViewContent
AddToCart
Purchase
AddPaymentInfo
InitiateCheckout

19. How to implement?

25. Why should I use
Dynamic Product Ads?

26. Search
ViewContent
AddToCart
Purchase
AddPaymentInfo
InitiateCheckout
preferred_price_range: 1200,3000

28. Flywheel Hubspot
https://blog.hubspot.com/marketing/our-flywheel

29. Relevance ScalabilityDynamic
creative

31. 5 easy tips
to improve your Dynamic Creative

32. #1 Static image + profile picture
Images Facebook
https://www.facebook.com/business/help/290405121752426

33. #1 Static image + profile picture
Profile picture
Images Facebook
https://www.facebook.com/business/help/290405121752426

34. #2 Map
with business location and opening hours

35. #3 Customized Ad texts
Headline + Description

36. #4 Slideshow
with gallery assets
Video slideshow
Images Facebook
https://www.facebook.com/business/help/290405121752426

37. #5 Overlays / Frames + Offers
Overlay Frame
Images Facebook
https://www.facebook.com/business/help/290405121752426

38. #5 Overlays / Frames + Offers
Images Facebook
https://www.facebook.com/business/help/290405121752426

39. What targeting methods can I use?
Lookalike
audiences
Behavioural/
Interest based
Broad
audiences

40. What‘s a broad audience?

41. Match relevant people with relevant products

42. Who is most relevant to what?

43. It‘s a match!

44. FB tries to find a product./.audience match

45. Not all products are treated equally

46. Broad Audience
Tips and Tricks

47. Selection
+ exclusion
Bidding
on the relevant
conversion
Relevant
creative

49. Key Takeaways

50. Do not test new products
– promote your topsellers –

51. Filter your products
to avoid advertising irrelevant products

52. Separate product sets
by target groups

53. Dynamic Prospecting
works best in niche markets
Parents Business traveler

54. Dynamic Prospecting
does not work with a wide array of products

55. Pick your products
and keep your target audience consistent

56. Flywheel Hubspot
https://blog.hubspot.com/marketing/our-flywheel

57. Top 5 Nerd Hacks
for Dynamic Prospecting

58. #1 Create dynamic category ads
to promote relevant categories to the right people
Images Facebook
https://www.facebook.com/business/help/290405121752426

59. #1 Create dynamic category ads
to promote relevant categories to the right people
Images Facebook
https://www.facebook.com/business/help/290405121752426

60. #2 Deep Links
in mobile ads

61. #2 Deep Links
in mobile ads
customized

62. #2 Deep Links
in mobile app ads

63. Create category ads
in campaigns with catalogue sales objective

64. Tracking

65. #3 Google Analytics Custom Label
with sales data as filter

66. #4 Budget allocation
with Custom Labels
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
Produkt A Produkt B Produkt C Produkt D
Marge

67. #5 Traffic sculptoring
with overlap exclusion

68. Lookalike stacking
+ interest overlays

70. www.thehomelike.com
Dennis Fäckeler
dennis.faeckeler@thehomelike.com