From a talk I gave at Performance Marketing Insights in London in October 2016. A brief comparison of scale and penetration followed up by all the details to create effective advertising strategies which encompass the whole purchase journey (sales funnel). Facebook is a great platform combining massive audience data, engaging media native formats and campaign objectives tools. Using the right content, like 1960's TV Soap Operas, advertisers can make Facebook audiences aware of their wares and services, engage them and convert them - all from the Facebook Business Manager interface. Cherry on top: leveraging Instagram audiences and pictures to drive me trafic and sales.

2. From a presentation originally
delivered at PMI London
Guillaume Rigal
London - October 26th
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3. That crazy french guy
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Guillaume RIGAL
@GuillaumeRigal
@Guillaume

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IS HE OUT
TO HELP
YOU?
Credit: Paul Sakuma / The Sunday Times
GETHELP

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6. Facebook evens out the playing field!
awareness
consideration
conversionFor years,
we got this!
While this went
To the Pied Pipers
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7. NO MORE!
Thanks Zuck!
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8. In this session, we’ll discuss
CREATING
CONTENT
AND
PROMOTING IT
VIA FACEBOOK
TO
CONVERT
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How does
it play with
affiliate
channels?

9. To be clear, I do NOT mean this.
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11. A look at TV’s first 20 years in the US
Source: Adage.
1949 1959 1969
90% of Households That’s $23B in today’s money.
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Yearly Ad Revenue

12. Now, Facebook’s last 5 years (they’re 12 now)
$0.7B $4.2B
Source: WSJ, Statista.
2009 2012 2015
$17.1B
That’s $17B in today’s money. :)
12% of
Global Digital
Advertising
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Yearly Ad Revenue

13. By the way…
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82 f’ing %

14. And Digital is taking over TV for #1 spot
(US) 2015 2017
TV 37,7% 35,8%
Digital 32,6% 38,4%
Mobile 17,3% 26,2%
Source: eMarketer March 2016.
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15. If we oversimplify
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Back to our ads…

17. Corny?
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18. Corny? Hmm.
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19. Hmm. Hmm.
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20. Hmm. Hmm. Hmm.
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How to get from awareness to conversion?
ß This is a clue

22. Content!!!
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23. What makes Facebook so great
Audience
Data
Media
space
Campaign
Objective
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(for us marketers)

24. Audience management
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FACEBOOK
TARGETING
CRITERIA
CRM
ACCOUNTS
MATCH
SITE & BLOG
VISITORS
LOOK-ALIKE
PROFILES

25. Demography Tracking Interests Behavior
Audience data
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26. Audience reach
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500M
Instagram
members
1.7B
Facebook
members
Audience
Network

27. Media space: Facebook
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28. Media space: Facebook
• Update
• Text / Article…
• Photo / GIF
• Video
• Carousel
• Content
• Products (DPA)
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29. Media space: Facebook
• Update
• Text / Article…
• Photo / GIF
• Video
• Carousel
• Content
• Products (DPA)
• Canva
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30. But that’s not all
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31. Media space: Instagram
• Photo
• Video
• Carousel
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32. Media space: Audience Network
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Psst, go with me,
I convert better!

33. Campaign Objectives
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34. For each goal, a content piece
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ENGAGE SELL
REASON
EMOTION
GIF Video
Blogger’s
Look
Testimonial

35. Pssssst!...
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36. Content: you’ve got friends!
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Consideration Prescription Evaluation Optimisation Purchase
CO-CREATION
W. INFLUENCERS
CO-BRANDING
W. MEDIA CO’S
BRAND

37. Influencers come in many flavours
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38. How it all comes together
• Use ads at each level of the funnel
• Play on audiences (incl. Filtering)
• Use DPA feature down the funnel
• Track how it interacts with CPA channels
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39. Pimkie: a new positioning
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Before After

40. Pimkie: Awareness video
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41. Pimkie: Consideration Carousel
2 versions :
• Products from the video
• 5 best sellers
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42. Some results from a similar case
Ad Set Name Impressions
10-Second
Views
Cost per 10s
View (EUR)
10-sec view /
Impressions Reach
Amount
Spent (EUR)
Video Views
to 95%
95% view /
Impressions
Fans 272 638 17 602 0,025 6,46% 124 031 437,25 6 088 2,23%
Friends of Fans 227 433 22 668 0,019 9,97% 194 272 438,37 7 819 3,44%
Lookalike of Fans 209 968 11 756 0,037 5,60% 103 200 436,41 3 937 1,88%
Interests 377 107 27 510 0,016 7,30% 313 152 437,97 10 056 2,67%
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Clics Reach Cost per Result (EUR) Amount Spent (EUR)
11 833 237 055 0,21 2 512
eCPC
36c
TARGETED AWARENESS VIDEO
RETARGETING MANUAL CAROUSEL

43. A B2B / leadgen example
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44. Les Facebook Leads
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1 Ad Pre-filled form Confirmation2 3

45. How does it play with affiliate channels?
• Study over a month
• 21 advertiser campaigns
• All with Coupons programs
• Facebook Ads invested through us
• Totalling 130,795 sales
• Monitored through our multipoint tracking
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46. (hey, over he’)
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I’m not a woman I’m not pregnant

47. How does it play with affiliate channels?
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6,096 Sales
Facebook is
last clic
570 Sales
Facebook is
not last clic
551 Sales
Affiliate is in the
conversion path
6,666 Sales
Facebook is in
conversion path

48. One more thing.
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Get up to 50% of
your Instagram
audience clicking
through to product
pages
Get up to 40%
increase in
Facebook Ad
engagement

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1

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2

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3

52. And for that Facebook Ad Engagement Boost
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Automatic replacement of product feed vignettes with better visuals from Instagram when available
BEFORE
AFTER

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It’s called

54. That crazy french guy
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Guillaume RIGAL
@GuillaumeRigal
@Guillaume

55. Data Sources
1. http://adage.com/article/75-years-of-ideas/1950s-tv-turns-america/102703/
2. http://adage.com/article/75-years-of-ideas/1960s-creativity-breaking-rules/102704/
3. http://adage.com/article/adage-encyclopedia/history-1950s/98701/
4. http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856
5. https://www.statista.com/statistics/271258/facebooks-advertising-revenue-worldwide/
6. http://www.emarketer.com/Article/Digital-Ad-Spending-Surpass-TV-Next-Year/1013671
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