With today’s advertisers allocating more budget to digital campaigns, search and display are typically the go-to channels, but social advertising has been gaining momentum and marketers need to get on board. See how social media can serve as the catalyst for new opportunities to reach customers, create engagement, broaden brand awareness, and ultimately generate business results.

1. Show Me the ROI: The Dynamic World of Social
Advertising
Monica Lay, Senior Product Marketing Manager

2. Today’s Agenda
1 | Show Me the Market Trends
2 | Show Me the Best Practices & the ROI
3 | Show Me What’s Ahead
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

3. Today’s Agenda
1 | Show Me the Market Trends
2 | Show Me the Best Practices & the
ROI
3 | Show Me What’s Ahead
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3

4. The changing landscape of social advertising
1.790 Billion
active social media users in 2014*
227.5M
worldwide will use
Twitter in 2014*
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
1 Billion
worldwide will use Facebook in
2014*
67%
Mobile reach
(February, 2014)*
70%
of Marketers increasing
social ad spend in
2014**
* eMarketer, Global Social Media report 2014; ** Gartner, CMO Spend 2014

5. Social advertising is quickly becoming mainstream
US leads
with 45%
ad share
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Social ad
market
will reach
$25B by
2016
Social ad
share will
reach
15%
* eMarketer, Global Social Media report 2014

6. Ad Spend Worldwide by Social Network
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
(Millions)
6
Facebook
dominates
with 68% in
2014
Social ad
market will
reach $25B
by 2016
Other
* eMarketer, Global Social Media report 2014

7. Advertisers are now having to pay for reach on
Facebook
Changes from Facebook to limit posts have led marketers to increase paid impression spend.
Source: Adobe Q3 Digital Index Report, 2014
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

8. Growth of Facebook Posts
A decrease in organic impressions has led to an increase in
posts as
marketers look to find a balance between paid and organic posts
to
reach their fans and beyond.
Proving ROI now more important than ever.
Source: Adobe Q3 Digital Index Report, 2014
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

9. Today’s Agenda
1 | Show Me the Trends
2 | Show Me the Best Practices & the
ROI
3 | Show Me What’s Ahead
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

10. Have a Plan
1 | Ensure you plan is aligned across the
organization
2 | All teams must have the same
ultimate business goal
3 | Measure your data. A single
source of truth to measure your
performance
4 | Use social media to drive word
of mouth at scale, increase loyalty
and customer growth
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

11. Think Business, not Social Goals
Social Objective:
• Acquire X number of
fans
• Acquire X number of
followers
• Achieve X engagement
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
Business Objective:
• Drive brand awareness
• Drive preference
• Drive loyalty
• Drive trial
• Drive sales

12. PROSPECTING Generic Industry Search Keywords
CONVERSION Brand & Product-Specific Search Keywords
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Product Listing Ads (PLA)
Retargeting Lists for Search Ads (RLSA)
Display Retargeting
Product Retargeting
LOYALTY
Content Network – Image & Text
Ads
Conquesting (Competitor KWs)
Location Targeting
Sponsorships
Premium Display
Private Marketplace
Open Marketplace
Look-alike Models
3rd Party Behavioral Data
12
Business Objectives
Digital Advertising Channels Search Display

13. LOYALTY
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Fans
Custom Audiences
Followers
Tailored Audiences
CONVERSION Facebook Exchange (FBX)
Custom Audiences – CRM, Website
Right Hand Side - Domain Ad
----------------------------------------
Offers Page Post
Link Page Post + FB Audience Network
Mobile App Install + FB Audience Network
Website Card + Lead Gen Card
Website tag for remarketing
Mobile App Installs
----------------------------------------
Keyword
TV Targeting
Search
PROSPECTING Logout Experience (LOX)
Reach & Target Blocks
Local Awareness
----------------------------------------
Look-a-like Audiences
Photo Page Post
Video Page Post
Promoted Trends
Promoted Accounts
Promoted Tweets
----------------------------------------
Interest
Look-a-like Audiences
13
Business Objectives
Social Advertising Facebook Twitter

14. Understanding the levers that influence ROI Success
Optimization
Lever
s
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
Placement
Targeting Ad Format

15. Understanding the levers that influence ROI Success
Optimization
Lever
s
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
Placement
Targeting Ad Format

16. Placement & Ad Format - Facebook
1,200
1,000
800
600
400
200
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
1,073
Facebook Ad Format / Placements
FB Ad Formats
CTA cSqigunis iUtiops CPA
n
897
402
216
$140
$120
$100
$80
$60
$40
$20
$-
-
Offer RHS Marketplace Link Post Photo Post - DR
Offer Page Post
(News Feed)
Domain ad (Right
Hand Side)
Link Page Post
(News Feed)
Photo Page Post
(News Feed)
Best Practices
 Shift placements to the news feeds as the
primary real estate and capture growing
mobile inventory
 Using ads in news feed yields 3x conversion
rate compared to Right Hand Side (RHS)
Source: Facebook
 Support with RHS (desktop only) to drive
incremental scale
For an eCommerce client
 65% of acquisitions were from news feed
 Offer Page Post in news feed delivered a CPA
that was 2.6 more cost-effective in driving
acquisitions compared to RHS

17. Placement & Ad Format - Twitter
LEAD GENERATION FOR EDUCATION CLIENT
Twitter Website Cards
vs. Promoted Tweets
Cost per lead Link clicks
-68%
293%
8900%% 6700%% 4500%% 2300%% 100%% 1200%% 3400%% 5600%% 7800%% 19000%% 111200%% 113400%% 115600%% 117800%% 120900%% 221200%% 223400%% 225600%% 227800%% 230900%% 331200%%
 Promoted Tweets had initial success but unable to scale and
maintain efficiency
 Launch of Twitter website card allows this campaign to double in
size
to standard Facebook campaigns
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

18. Understanding the levers that influence ROI Success
Optimization
Lever
s
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
Placement
Targeting Ad Format

19. Leverage data to target more of the right people
Your Data Core Audience Data
Past Web
Purchase
rs
CRM
database
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
Demo Geo
Interest /
Lifestage
Device
O/S

20. Leverage data to target more of the right people
Your Data Core Audience Data
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
Gender Geo
Interest
Device
O/S
Keyword TV
Past Web
Purchase
rs
CRM
database

21. Facebook & Twitter Audience Targeting
Core
Audiences
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Lookalike
Audiences
Custom Audience
Tailored Audience
Leverage native targeting
options with Facebook &
Twitter with pin-point accuracy
Reach the people you
already know
Find more people like your
best customers
/ Tailored
Audiences

22. Custom Audience & Tailored Audiences
Existing 1st Party Data Encryption & secure upload Match to Network Users Target ads against segments
FACEBOOK
Email
Phone #
Website, Mobile
User ID
TWITTER
Email
Website, Mobile
User ID
* Not available via Facebook Power Editor. Available via Adobe Media
Optimizer.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22

23. Case Study – Audience Targeting
LEAD GENERATION FOR EDUCATION CLIENT
30.00%
20.00%
10.00%
0.00%
-10.00%
-20.00%
-30.00%
70%
60%
50%
40%
30%
20%
10%
0%
-10%
-20%
-30%
-40%
Click through
rate
Conversion rate Cost per lead
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
 Look-a-like audiences generated from
custom audiences compared to core native
targeting on Facebook
to standard Facebook campaigns
20.69%
23%
-29%
-40.00%
Click through
rate
Conversion
rate
Cost per lead
 Website Custom audiences compared to
core native targeting on Facebook
to stand6a4r%d Facebook campaigns
54%
-50% -43%

24. Understanding the levers that influence ROI Success
Optimization
Lever
s
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
Placement
Targeting Ad Format

25. Optimization – Bidding Best Practices
Bid Type Paying For FB Optimization Goal Best Use Case Guideline
CPM Impressions Impressions
CPA Actions Actions To encourage users to take action within your ad
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
To maximize effective reach of your target audience
Target high value Custom Audience as traffic driver
CPC Clicks Clicks
To drive high volume traffic to website
When no FB conversion pixel on an action is
implemented
oCPM Impressions Conversions
e.g. page like, link clicks, mobile app install, offer
claim
When FB conversion pixel is implemented & you
want to show ads to those likely to convert. oCPM
Influences effective reach with DR in mind
TEST & EXPERIMENT DIFFERENT BID STRATEGIES TO REACH THE RIGHT AUDIENCE & DELIVER ON KPI GOALS

26. Optimization – Bid and Budget Best Practice
Ad set #1
Budget:
$250
Schedule:
May
Targeting: M 18-24
Placement: News Feed
Bidding: OCPM
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
Ad set #2
Budget: $250
Schedule: May
Targeting: F
18-24
Placement: News Feed
Bidding: OCPM
Ad 1
Image: Red
Link: Landing page
Text: Shop Now
Ad 2
Image: White
Link: Landing page
Text: Shop Now
Ad 1
Image: Red
Link: Landing page
Text: Shop Now
Ad 2
Image: White
Link: Landing page
Text: Shop Now
Ad 3
Image: Blue
Link: Landing page
Text: Shop Now
Ad 4
Image: Black
Link: Landing page
Text: Shop Now
Ad 3
Image: Blue
Link: Landing page
Text: Shop Now
Ad 4
Image: Black
Link: Landing page
Text: Shop Now
Campaign 1
Objective: Web Conversion
1
Ad set #1
Budget:
$250
Schedule:
May
Targeting: M 18-24
Placement: News Feed
Bidding: OCPM
Ad set #2
Budget: $250
Schedule: May
Targeting: F
18-24
Placement: News Feed
Bidding: OCPM
Ad 1
Image: Red
Link: Landing page
Text: Shop Now
Ad 2
Image: White
Link: Landing page
Text: Shop Now
Ad 1
Image: Red
Link: Landing page
Text: Shop Now
Ad 2
Image: White
Link: Landing page
Text: Shop Now
Ad 3
Image: Blue
Link: Landing page
Text: Shop Now
Ad 4
Image: Black
Link: Landing page
Text: Shop Now
Ad 3
Image: Blue
Link: Landing page
Text: Shop Now
Ad 4
Image: Black
Link: Landing page
Text: Shop Now
Campaign 2
Objective: Web Conversion
2
Ad set #1
Budget:
$250
Schedule:
May
Targeting: M 18-24
Placement: News Feed
Bidding: OCPM
Ad set #2
Budget: $250
Schedule: May
Targeting: F
18-24
Placement: News Feed
Bidding: OCPM
Ad 1
Image: Red
Link: Landing page
Text: Shop Now
Ad 2
Image: White
Link: Landing page
Text: Shop Now
Ad 1
Image: Red
Link: Landing page
Text: Shop Now
Ad 2
Image: White
Link: Landing page
Text: Shop Now
Ad 3
Image: Blue
Link: Landing page
Text: Shop Now
Ad 4
Image: Black
Link: Landing page
Text: Shop Now
Ad 3
Image: Blue
Link: Landing page
Text: Shop Now
Ad 4
Image: Black
Link: Landing page
Text: Shop Now
Campaign 3
Objective: Web Conversion
3  As social
budget scale,
number of
campaigns
will increase
 Infrequent,
manual
budget
allocations
between
campaigns
are sub-optimal
 Budget
algorithms
drive
conversions
with oCPM

27. Optimization – Bid and Budget Best Practice
RETAIL CUSTOMER
70
60
Campaign Budget in $
50
40
30
20
10
0
Daily Budget Changes: Campaign 1
oCPM + manual budget management
5/20 5/30 6/9 6/19 6/29 7/9 7/19 7/29 8/8 8/18 8/28
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
oCPM + algorithmic budget management
• 20 – 50 campaigns live at any time
• Infrequent, arbitrary, manual
budget allocations between
campaigns are suboptimal, e.g. 3
budget changes in 60 days on this
campaign
• Optimized daily budget
changes are calculated and
posted, as needed to meet
goals, e.g. 46 budget
changes in 42 days on same
campaign
Time
Budget optimizer via Adobe Media Optimizer (Facebook sPMD, Twitter MPP)

28. Optimization – Bid and Budget Best Practice
RETAIL CUSTOMER
 A retail customer used budget algorithms
with Facebook oCPM to drive mobile app
intalls, resulting in both scale and cost-efficiencies
-13%
% Change
-25%
40%
30%
20%
10%
0%
-10%
-20%
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
28%
-30%
Cost per click Cost per Install App Installs

29. Optimization – Bid and Budget Best Practice
Manage manually with Facebook Power Editor
 Do not change oCPM bid more than 3-4 times a day
 Leave at least 2 hours in between changing bids for Facebook pacing to learn
 Consider impact of budget changes on pacing
Automate with a strategic social ads API partner (Adobe)
 Remove suboptimal manual bid and budget decisions, drive efficiencies
 Optimize to best performing targets
 Allow focus on creative and targeting definition
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29

30. Optimization – Creative Best Practices
8x more
Facebook creative sensitivity in news
feed compared to Google AdWords
5 to 10
creative
combination per
message to test
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
Better creative = Better
CTR
Results in lower CPC &
CPA (10-30%) More clicks /
actions for the same budget
Mix product
with lifestyle
messages
Promote
prices, special
efforts,
discounts in
Run news feed ads with great creativtee. xt
Supplement with RHS ads if necessary for additional volume

31. Case Study – Creative Performance & Optimization
ECOMMERCE CUSTOMER
Top performing creative included a mix of product, lifestyle benefits and motivational messages
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
400
300
200
100
0
$ $-0123 $3456 $6789 $ 1$0129 $12345 $16789 $120129 $22345 $25678 $230189 $31234 $34567 $340789 $4123 $44567 $450789 $50123 $53456 $56789 560129 $623
Acquisitions CPA
Product (Call to Action) Benef ts Motivationl/Emotional Customer Testimonial

32. Understanding the levers that influence ROI Success
Optimization
Lever
s
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
Placement
Targeting Ad Format

33. Measurement Best Practices – By Objective
Brand
building
 Nielson OCR for online reach, XCR with TV
 Nielson BrandEffect for Resonance
In-store
Sales
Mobile
Apps
Online
Sales
 Datalogix CPG, Marketing Mix Modelling for CPG and Retail
 Facebook SDK and 3rd party mobile SDK partner
 Network Conversion Pixels, View through lift tests and Cross-device
 Unify digital ads management, tracking and use consistent attribution rules
 Track all activities through a Web analytics platform
*
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33

34. Case Study – Measurement Online Sales
EDUCATION CLIENT
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
10,000
5,000
0
0123456.00001111222233334445555666777788899900000111122333344445556666777778888999 0011223344556778990112334566788990111223344455677889900112234455677889 1203456789.000011122223334444555666777788899900011112222333444555556666777888889999 201234567.00001111122233334445556666777888899900001112222233334445555666677788899999 2301234789.0001111222333444455556666777788899990000111222333344445556666677778889999 3401456789.000011122233334445555666777788899900000111122233333444455566677778888999 412345678.00001112222333344445556666777888899900001112222333444445555666777777888999 450123489.00011122223334444455566667777888999900011111122233344445556666777888889999 560156789.00011112223333444555566677778888899900001112222233334445555556667778888999 62345678.000111222233344445556666777888899900011122223334444555666667777888999999 670123459.000011122223334444555556666777788899900000111122233333344455566667778888999 7801256789.00001111222333344455556667777888999900001112222333444445555666777777888999 823456789.00011111222333344445556666777888999900011111122233344445556666777888889999 89019.012345789022345578
Brand SEM Facebook Generic SEM
Leads
CPL
1,500
1,000
500
0
000112233344556677888990145780011223344556677889901234 45678900011122233334455566677888899.000112223333445556666778889990011223344555666777888999 190123490011112233344445566667788999.100111222334445556667788899990001112223334445566778899 145678900011222233444455566777788999.000112223334444556667777889990011223344555666777888999 1201234900001122233344555566777888899.0000112222333445556667778899900011122233344455566778899 245678900111122333344555666778888999.0001112233344455566677788889900011223344555666777888999 2301234900011122233444455666777889999.0001111223333444556667778889900011122233344455566778899 345678900011122223344455566777788999.001112223344455566677788899990001122334455666777888999 3401234900001122233344455566677888899.000111222233444455566777888990011122233344455566778899 445678900111122333344555666677888999.000011223333445556667778889990001122334455666777888999 4501234900111222334444556667777889999.001112223333445555666778889990011122233344455566778899 545678900001122223344555566777788899.000111122334444556667778889990001122334455666777888999 5601234900011122333344555666778888999.000112223334444556667777889990011122233344455566778899 645678900011122233444455666677888999.000111222233445555667778889990001122334455666777888999 6701234900111222333444555667777889999.000111223334445555667778888990011122233344455566778899 745678900001122233344455556677788899.001111222333444556666778889990001122334455666777888999 7801234900011122333344555666677888899.001112223344455566667788899990011122233344455566778899 84502244579.023346790126789
Brand SEM Facebook Generic SEM
Acquisition
CPA
Facebook
delivers scale
compared to
other DR
channels
Facebook can
be even more
cost-efficient
than Generic
SEM

35. Case Study – Measurement for Online Sales
ECOMMERCE CLIENT
25,000
20,000
15,000
10,000
5,000
15,000
10,000
5,000
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35
Email Leads CPL
$20
$15
$10
$5
$0
0
Brand Generic Display &
Retargeting
Facebook Off
Platform
Facebook
delivered
>1600% more
leads vs.
Generic SEM
Facebook
delivered 92%
lower Cost per
leads vs.
Brand SEM
SignUps CPA
$100
$80
$60
$40
$20
$0
0
Brand Generic Display & RetargetinFgacebook Off Platform
Facebook
delivered 182%
more
acquisitions,
21% lower CPA
vs. Generic
SEM
Facebook
delivered scale
even
compared to
Display
channels

36. Case Study – Measurement and Attribution
ECOMMERCE CLIENT
54% of conversIons
involved multiple touch
points
Search_Generic
Strong Introducer
FB_f_fof_and categories_Custom
Audiences
Display_RON_VT
Display_Retargeting
Search_Brand
FB_Offer
Facebook Offers Page
Post was the strongest
‘closer’ after Brand
Introducer Influencer Closer
Strong
Influencers
Strong
Closers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
SEM
Other Facebook
activities played
equal importance in
top, middle & end of
funnel

37. Case Study – Measurement and Attribution
ONLINE SERVICES CLIENT
View through
Conversion Rates
61% lif
VT Conversion rate on Client
Facebook Ads.
2
Difference statistically at 99% level
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37
VT at ribution rate
38% attribution
Total VT Conversions breakdown3
Calculated VT at ribution rate4
95% conf dence interval
0.0285%
0.0177%
Placebo Client Ads

38. Today’s Agenda
1 | Show Me the Trends
2 | Show Me the Best Practices and
ROI
3 | Show Me What’s Ahead
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38

39. What’s Ahead – Enhancing Social Marketing
Leverage more data signals to drive Social ad performance
• Cross Channel – digital advertising data
• Cross Platform – marketing analytics data
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39
Your Data
Search
Intent
Web
Analytics
Past Web
Purchase
rs
CRM
database

40. Leveraging Search Intent to drive ROI on Facebook
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 40
Ad 1
Ad 2
Ad 3

41. Case Study: Search Retargeting on Facebook
GAMING CLIENT
Search Retargeting on Facebook using Custom Audiences
Results vs. Generic SEM
-85%
0%
-10%
-20%
-30%
-40%
-50%
-60%
-70%
-80%
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41
-41%
-90%
CPC CPA

42. The value of web analytics in the digital ad eco-system
Is optimizing against conversions enough? What is your online conversion rate?
Data from Social
Networks
Tracked by sPMD, MPP,
Network Pixel
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42
Ad Impression
Clicks
Conversions (optimized)

43. Middle of the funnel metrics address data sparsity
Data from
Social Networks
Web Analytics
(Adobe Analytics)
Tracked by sPMD,
MPP, Network Pixels
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43
Ad Impression
Clicks
Post click on-site engagement
behaviours e.g.
• Page views first visit
• Total time spent onsite multiple visits
• Bounces
• Total page view across multiple visits
• Time spent onsite first visit
Conversions (optimized)
Find the right analytics data and make it work for you

44. Let's see how the right analytics data can influence
decisions
Q: Which Facebook Ad Set has a higher revenue per click prediction?
Ad Set Name Ad Set #1 Ad Set #2
Clicks
Site Behavior
Conversions
10 10
Not Available Not Available
1
1
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44
Top
Funnel
Middle
Funnel
Bottom
Funnel

45. Middle funnel metrics aid bidding decisions
Q: Which Facebook Ad Set has a higher revenue per click prediction?
Ad Set Name Ad Set #1 Ad Set #2
Clicks
Site Behavior
Conversions
10 10 Top
1
1
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45
Funnel
Middle
Funnel
Bottom
Funnel
Adobe Analytics
Looks More
Promising
• Less than one page view
per click
• 2 bounces out of 3 clicks
• No video watch
• No revisit
• ……
• Visited 5 pages per click
in average
• No bounces
• Watched video twice
• Revisited the website
later after closing the
browser
• ……

46. Web Analytics as Predictors CVR%
TRAVEL CLIENT
USE EARLY SIGNALS WHICH POSITIVELY CORRELATE WITH CAMPAIGN KPI PERFORMANCE
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
R 2 = 0.59904

47. Web Analytics as predictors of Revenue per click
TRAVEL CLIENT
TEST WHICH METRICS ARE MOVING PROPORTIONATELY WITH CAMPAIGN KPI’S TO COUNTER DATA SPARSITY
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47

48. Key Takeaways
Re-assess Social
strategies based
on market trends
• Social is not slowing
down and role of paid
advertising is more
important than ever
• Experimental budget
• Plan Social based on
common business
objectives
Focus on the main
levers of Social ad
performance
• Test, learn, iterate
• Scale through
automation
• Adopt consistent
tracking and
attribution X-Channel
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48
Always explore
new data signals
to enhance
Social
performance
• Search intent signals
• Web analytics data is
gold. Assess how you
can leverage in ad
buying and
optimization
• Break down silo’s in
teams and technology

49. MONICA LAY
SENIOR MANAGER,
PRODUCT
MARKETING
Adobe
601 Townsend Street
San Francisco
CA, 94103
mlay@adobe.com
@mnlay
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49
Q&A