Mais conteúdo relacionado Semelhante a NMPignite: The Future of Performance- Paid Social (20) Mais de Incubeta NMPi (20) NMPignite: The Future of Performance- Paid Social2. 1 Why is Social important?
AGENDA
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2 Social as a performance channel
3 Raise your social strategy
4 The NMPi approach
4. WHY IS SOCIAL IMPORTANT?
Your competitors are there, those you’re aware of, and
those you’re not
https://www.facebook.com/ads/library
See for yourself...
©2020 NMPi. ALL RIGHTS RESERVED.
5. WHY IS SOCIAL IMPORTANT?
You can slice & splice these billions of users using vast
quantities of audience insights
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Interest & behavioural
Demographics
Wider web activity
First party data
6. WHY IS SOCIAL IMPORTANT?
However these audiences do need to be taken with a
pinch of salt
©2020 NMPi. ALL RIGHTS RESERVED.
7. WHY IS SOCIAL IMPORTANT?
You can slice & splice these billions of users using vast
quantities of audience insights
Interest & behavioural
Demographics
Wider web activity
First party data
©2020 NMPi. ALL RIGHTS RESERVED.
8. WHY IS SOCIAL IMPORTANT?
You can slice & splice these billions of users using vast
quantities of audience insights
University graduate
Early technology adopter
Recently moved to London
Never visited your site
©2020 NMPi. ALL RIGHTS RESERVED.
9. WHY IS SOCIAL IMPORTANT?
You can slice & splice these billions of users using vast
quantities of audience insights
Parent of young children
Works in finance
Engaged shopper
Loyal customer
©2020 NMPi. ALL RIGHTS RESERVED.
10. WHY IS SOCIAL IMPORTANT?
You can slice & splice these billions of users using vast
quantities of audience insights
Lapsed customer
Intend to travel
Newly arrived in London
Clicked on previous sale ads
©2020 NMPi. ALL RIGHTS RESERVED.
11. WHY IS SOCIAL IMPORTANT?
You can slice & splice these billions of users using vast
quantities of audience insights
Travelling abroad
Using Android
Just got engaged
Likes your Instagram
©2020 NMPi. ALL RIGHTS RESERVED.
12. WHY IS SOCIAL IMPORTANT?
A wide array of
tailored yet
templated,
inspiring
creative formats
can be used to
reach these
audiences
©2020 NMPi. ALL RIGHTS RESERVED.
13. Low risk, high reward
SOCIAL AS A PERFORMANCE CHANNEL
There is often a misconception of Social as a branding led
channel
Measurable and fast testing results
Measurable return on investment
Dynamic campaigns at scale
©2020 NMPi. ALL RIGHTS RESERVED.
14. SOCIAL AS A PERFORMANCE CHANNEL
That’s not to say Social doesn’t have a few flaws
Measurement
Concerns
Complex Technical
Set-Up
Demanding Creative
Work
Time Investment in
Campaigns
Platform Distrust
©2020 NMPi. ALL RIGHTS RESERVED.
15. Use granularity wisely
Over eager segmentation of your
campaigns leads to escalating costs &
frequency, however, be wary of Facebook’s
advice to broaden too much
Rethink your attribution
Ensure campaigns are granularly tagged
up, and then vary your attribution methods
across campaign types
Review your technical set-up
The number one reason for
underperformance we see in audited
accounts is pixel/catalogue failures
Mobile first strategy
95%+ social media impressions are via
mobile, ensure this is front & centre with
your creative & site development strategy
RAISE YOUR SOCIAL STRATEGY
©2020 NMPi. ALL RIGHTS RESERVED.
16. Use granularity wisely
Over eager segmentation of your
campaigns leads to escalating costs &
frequency, however, be wary of Facebook’s
advice to broaden too much
Rethink your attribution
Ensure campaigns are granularly tagged
up, and then vary your attribution methods
across campaign types
Review your technical set-up
The number one reason for
underperformance we see in audited
accounts is pixel/catalogue failures
Mobile first strategy
95%+ social media impressions are via
mobile, ensure this is front & centre with
your creative & site development strategy
RAISE YOUR SOCIAL STRATEGY
©2020 NMPi. ALL RIGHTS RESERVED.
17. Use granularity wisely
Over eager segmentation of your
campaigns leads to escalating costs &
frequency, however, be wary of Facebook’s
advice to broaden too much
Rethink your attribution
Ensure campaigns are granularly tagged
up, and then vary your attribution methods
across campaign types
Review your technical set-up
The number one reason for
underperformance we see in audited
accounts is pixel/catalogue failures
Mobile first strategy
95%+ social media impressions are via
mobile, ensure this is front & centre with
your creative & site development strategy
RAISE YOUR SOCIAL STRATEGY
©2020 NMPi. ALL RIGHTS RESERVED.
18. Use granularity wisely
Over eager segmentation of your
campaigns leads to escalating costs &
frequency, however, be wary of Facebook’s
advice to broaden too much
Rethink your attribution
Ensure campaigns are granularly tagged
up, and then vary your attribution methods
across campaign types
Review your technical set-up
The number one reason for
underperformance we see in audited
accounts is pixel/catalogue failures
Mobile first strategy
95%+ social media impressions are via
mobile, ensure this is front & centre with
your creative & site development strategy
RAISE YOUR SOCIAL STRATEGY
©2020 NMPi. ALL RIGHTS RESERVED.
19. Facebook attribution requires a nuanced approach
THE NMPi APPROACH - ATTRIBUTING INTELLIGENTLY
©2020 NMPi. ALL RIGHTS RESERVED.
Facebook
attributed sales
3rd Party Post-Click Attribution
Post-Click Sales
Post-View Sales
Build a tailored
attribution model
Prospecting vs
Retargeting?
Lapsed customers vs Loyal
customers?
Sale vs Full Price
campaigns?
Estimated Post-View Attribution
● Analysis of wider marketing mix
● Site performance indicators inc. time to purchase,
AOV, CR
● Vertical specific analysis
● View attribution analysis from other channels
20. We look to take Facebook’s powerful dynamic
campaigns to the next level
THE NMPi APPROACH - FEED BASED SUCCESS
Automated, high value product selection
Leverage additional first & third party audience data
Segment campaigns intelligently
Maximise Dynamic ad elements
Product Audience
Category Performance History
Additional First Party Data
External Data
Dynamic Facebook
Audiences
Lookalike, Behavioural &
Interest Audiences
Demographic Data
Product Performance History
21. Thank You for your Time!
Jack Carr
jcarr@nmpidigital.com
Any Questions?
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