Posts Tagged ‘Facebook’

20130716

With such huge global reach and engaging ad formats, Facebook has now become a very powerful CRM tool.

Similar to display CRM, this activity would usually fall under the programmatic buying team. When thinking about what strategies to setup, it’s always good to discuss them first with the central CRM team.

Facebook CRM should run across both Facebook Marketplace and FBX. You can still use a consistant strategy structure which would be in line with display – remarketing site visitors who didn’t get passed the first conversion step, remarketing those who drop off during the conversion process and remarketing those who have converted (current customers).

For FB Marketplace you will need to rely on the CRM team heavily to provide an up to date list of email addresses by segment / strategy as targeting is by email addess (custom audience targeting). This can then be used for including / excluding at time of strategy setup. As well as targeting by email you can also target your existing FB fan base within Marketplace. The good thing about CRM across FB Marketplace is that you can deliver ads across all formats including mobile install ads.

For FBX, this is all cookie based so you can mirror the display setup 1-1. You can only deliver basic ads across the news feed and ASUs for FBX.

When it comes to post click performance, all clients will notice a dramatic improvement vs. display CRM (+250% CTR and +350% click to pixel / conversion event) but for CRM campaigns it’s all about having up to date bespoke creative, a reasonable freq. cap and bid to match the segment. Also it’s essential to have exposure across as many channels as possible for CRM and all of this is a priority over performance.

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Acquiring customers through brand paid search is in most cases not only the most cost efficient way of acquiring customers, but it’s also where most brands find where their most valuable customers originate from.

As Facebook and Twitter release more ad opportunities by the week which are meeting advertiser demands and paid search CPCs increase especially across mobile, SEM specialists are finding it increasingly difficult to add value or are just simply missing the limelight and therefore to combat this in some cases when presenting paid search performance, they are mixing in brand search data with generics without splitting them out to make ‘search’ look better.

This is just plain wrong. No matter how much the CEO or CMO likes the look of positive data especially through internal campaign tracked activity, as a media specialist they should be advising key stakeholders of the difference between both, letting them know that there’s no need to obsess around brand search performance because knowing what drives brand search is outside the SEM specialist remit and is a wider and bigger question / concern.

A CEO or CMO asking an SEM specialist to increase brand search volume and constantly saying that “paid search drives the most conversions” than any other channel and that paid search should be given more budget (when brand and generics isn’t split out) is bad for business.

I know that a lot of consultants and CMO’s are under pressure but there needs to be more effort from the SEM specialist and senior management team to understand what is driving search performance, splitting out generic and brand keywords clearly and focusing on driving incremental generic conversions leaving brand search volumes for another day.

I’ve heard a lot of moaning and read a lot of articles (example here) about display specialists adding remarketing data into prospecting results and the fact that it needs to crack down, but not splitting out brand and generic search results is far worse and equally shambolic.

There is an argument to have brand search data held in a completely different system to be used purely for online and offline brand attribution / to view halo effect, but what is clear is that brand and generic search data should never be mixed up on the same line and should always be kept separate.

SEM specialists and consultants should be obsessing about how to improve generic paid search performance whether it’s ad copy performance or building long term strategies on building up their QS to achieve lower CPCs in the future and higher rankings which will in turn increase volume incrementally.

There’s a time and a place to discuss brand search performance and it shouldn’t be when comparing overall digital channel by channel performance.

facebook-1-billion

Facebook currently has over 1,000,000,000 registered users along with free access to their explicit data for targeting. Saying this, many key stakeholders across ad agencies and within brands are still not taking Facebook seriously.

Due to the sheer scale and completely free explicit data available for Facebook, it should not only be viewed as a separate media channel but one of the most important for the majority of businesses – serving a few ASUs and creating a brand page and updating the status once a year is no longer acceptable and those brands who embrace social media and Facebook will be rewarded.

To recap on the key ad offerings for Facebook:

1. The classic ASU where you can attach an external click tracker which is a pure DR ad placement

2. Facebook brand / product fan page – it is now deemed the norm for customers to communicate via social media and having a robust customer support and product team strategy across Facebook is essential

3. Having a Facebook fan pages means that another channel has opened up to CRM giving the CRM team the option to extend the reach on page posts as well as upload customer email addresses for CRM via the classic ASU format

4. Facebook launched their own conversion pixel tracking a few weeks ago which although very simple technology to implement, is one of the most useful ad features they’ve launched for years which now answers questions such as ‘what is the value of a like?’, ‘when new customers engage with the social ads, do they go onsite to convert?’.

5. FBX – fantastic that Facebook has opened its gates to DSPs but we need to be realistic about what you can do and try to ignore the hype at this stage because when comparing prospecting campaigns across FBX vs marketplace, clearly marketplace is always going to win due to the extensive range of free explicit data which is available via marketplace only (worth around £1 CPM for the data alone) and not FBX as of yet. This means that FBX should only be used when it comes to pixel remarketing campaigns.

6. Mobile app install ads – Facebook were under pressure from shareholders to generate incremental revenue from Facebook and they certainly have not disappointed with the install ads from an advertiser or shareholder perspective. Although the ad is frequency capped to one ad per user per day, the ads across both tablet and phone take up pretty much the entire screen. When it comes to ROI, most brands would find this option the most cost efficient way at driving high volume conversions. They do supply a very basic SDK for tracking but they have allowed API access to the data which most mobile tracking tools have already integrated with.

With the new Facebook conversion tracking option you can expect the CPA across social ads such as the like ad and page posts to be at least 50% lower than the classic ASUs especially when served within the news feed.

Just because you can’t serve flashy banners through Facebook it doesn’t mean it shouldn’t be taken seriously. Facebook brought in ASUs to replace flash banners years ago because they found that “Flash banners are a bad user experience and they didn’t work”.

To manage all of the ad options which are now available, I’d recommend deploying a Facebook bid management tool such as Glow Machine.