How To Use Data To Lower Your Facebook CPA: eMetrics Summit

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Information about How To Use Data To Lower Your Facebook CPA: eMetrics Summit
Marketing

Published on March 19, 2014

Author: BenHarper2

Source: slideshare.net

Description

Here's my deck from the eMetrics summit San Francisco as presented on the 19th March 2014.

This deck covers a 3 step process for lowering your Facebook CPA by using data.

Using Data To Lower Your Facebook CPA

Who Am I? @benharper87 Co-founder Datify ben@datify.co.uk @datifyuk | www.datify.co.uk | (+44)1733 865094

Who Are Datify? We’re a data driven digital marketing agency with specialisms in social, data & search @datifyuk | www.datify.co.uk | (+44)1733 865094

A Three Step Process @datifyuk | www.datify.co.uk | (+44)1733 865094

The Process @datifyuk | www.datify.co.uk | (+44)1733 865094

What Can Be Achieved? @datifyuk | www.datify.co.uk | (+44)1733 865094

Facebook Revenue @datifyuk | www.datify.co.uk | (+44)1733 865094 $943 $872 $992 $1,086 $1,329 $1,245 $1,599 $1,798 $2,344 $188 $186 $192 $176 $256 $213 $214 $218 $241 $0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Inmillions Facebook Advertising Facebook Other Revenue

@datifyuk | www.datify.co.uk | (+44)1733 865094 CPA likes reach purchases sign ups contacts leadsviews downloads shares comments

@datifyuk | www.datify.co.uk | (+44)1733 865094 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 £1.40 £1.60 £1.80 £2.00 TotalConversions CostPerAcquisition CPA Conversions

@datifyuk | www.datify.co.uk | (+44)1733 865094 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 £1.40 £1.60 £1.80 £2.00 TotalConversions CostPerAcquisition Client Run Campaign Data Phase New Targeting Data Led Optimization

@datifyuk | www.datify.co.uk | (+44)1733 865094 70% 229% decrease in cost per acquisition Increase in total conversions

Step 1: Data Insight @datifyuk | www.datify.co.uk | (+44)1733 865094

Sources @datifyuk | www.datify.co.uk | (+44)1733 865094

Facebook Insights @datifyuk | www.datify.co.uk | (+44)1733 865094

Facebook Insights @datifyuk | www.datify.co.uk | (+44)1733 865094

Power Editor @datifyuk | www.datify.co.uk | (+44)1733 865094

Power Editor @datifyuk | www.datify.co.uk | (+44)1733 865094

Google Analytics @datifyuk | www.datify.co.uk | (+44)1733 865094

Optimal Social @datifyuk | www.datify.co.uk | (+44)1733 865094

Other Data Sources @datifyuk | www.datify.co.uk | (+44)1733 865094

Insight @datifyuk | www.datify.co.uk | (+44)1733 865094

Target Audience Age @datifyuk | www.datify.co.uk | (+44)1733 865094 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 13 14 15 16 17 18 19 20 21 22 23 2425 26 2728 29 30 31 32 33 3435 36 3738 3940 41 42 43 444546 47484950 51 52 53 5455 56 57585960 61 62 63 64 %OfAudienceByAge Market Potential Total US Facebook

Audience Gender & Education @datifyuk | www.datify.co.uk | (+44)1733 865094 10,000,000 6,200,000 200,000 Potential Market Male Female Unknown 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 In High School In College College Grad Others Education Status

Target Audience Location @datifyuk | www.datify.co.uk | (+44)1733 865094 0% 2% 4% 6% 8% 10% 12% 14% 16% AudiencePercentage

Target Audience Interests @datifyuk | www.datify.co.uk | (+44)1733 865094 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000

Step 2: Smarter Targeting @datifyuk | www.datify.co.uk | (+44)1733 865094

The Power Of Power Editor @datifyuk | www.datify.co.uk | (+44)1733 865094

Segmentation @datifyuk | www.datify.co.uk | (+44)1733 865094 Goals Competitiveness Similarities Tracking Segmentation

Good vs. Bad Targeting Sets @datifyuk | www.datify.co.uk | (+44)1733 865094

Creative @datifyuk | www.datify.co.uk | (+44)1733 865094

Account Structure @datifyuk | www.datify.co.uk | (+44)1733 865094

Step 3: Aggressive Optimization @datifyuk | www.datify.co.uk | (+44)1733 865094

@datifyuk | www.datify.co.uk | (+44)1733 865094 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 £1.40 £1.60 £1.80 £2.00 TotalConversions CostPerAcquisition Data Led Optimization

Optimization @datifyuk | www.datify.co.uk | (+44)1733 865094 Placement   Targe-ng   Crea-ve  

Targeting @datifyuk | www.datify.co.uk | (+44)1733 865094 FullTargetingSet Moz, Hubspot, Marketing Automation, Infusion Soft Males   Females   Contextual Advertising, Pay per click, Online advertising, AdWords, Retargeting Males   Females   Content Marketing, Search Engine Optimization, Marketing, Inbound Marketing Males   Females  

Placement @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 $1.00 News Feed - Desktop News Feed - Mobile Right Column - Desktop Ad Placement $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 iPhone iPod iPad Android Smartphones Android Tablets Mobile Device

Placement @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 $1.00 News Feed - Desktop News Feed - Mobile Right Column - Desktop Ad Placement $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 iPhone iPod iPad Android Smartphones Android Tablets Mobile Device

Placement @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 $1.00 News Feed - Desktop News Feed - Mobile Right Column - Desktop Ad Placement $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 iPhone iPod iPad Android Smartphones Android Tablets Mobile Device

Creative @datifyuk | www.datify.co.uk | (+44)1733 865094 Ad Creative Clicks CPA Combination 1 1,256 $0.97 Combination 2 354 $0.45 Combination 3 1,579 $0.81 Combination 4 987 $0.65 Combination 5 201 $1.27 Combination 6 1,105 $1.07

Creative @datifyuk | www.datify.co.uk | (+44)1733 865094 Ad Creative Clicks CPA Combination 1 1,256 $0.97 Combination 2 354 $0.45 Combination 3 1,579 $0.81 Combination 4 987 $0.65 Combination 5 201 $1.27 Combination 6 1,105 $1.07

Creative @datifyuk | www.datify.co.uk | (+44)1733 865094 Ad Creative Clicks CPA Combination 1 1,256 $0.97 Combination 2 354 $0.45 Combination 3 1,579 $0.81 Combination 4 987 $0.65 Combination 5 201 $1.27 Combination 6 1,105 $1.07

Ad Rotation @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 0.20 0.60 1.00 1.40 1.80 2.20 2.60 3.00 3.40 3.80 4.20 4.60 5.00 5.40 5.80 6.20 6.60 7.00 7.40 7.80 8.20 8.60 9.00 9.40 9.80 10.20 10.60 11.00 11.40 11.80 12.20 12.60 13.00 13.40 13.80 14.20 14.60 15.00 15.40 15.80 AverageCPA Advert Frequency

Ad Rotation @datifyuk | www.datify.co.uk | (+44)1733 865094 $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 0.20 0.60 1.00 1.40 1.80 2.20 2.60 3.00 3.40 3.80 4.20 4.60 5.00 5.40 5.80 6.20 6.60 7.00 7.40 7.80 8.20 8.60 9.00 9.40 9.80 10.20 10.60 11.00 11.40 11.80 12.20 12.60 13.00 13.40 13.80 14.20 14.60 15.00 15.40 15.80 AverageCPA Advert Frequency Frequency Sweet Spot

Example Optimization Rules IF CPC => $0.5 then pause ad IF Frequency => 5 then pause ad If CPA =< $0.55 and Daily Budget = ‘reached’ then +20% to daily budget If reach =< 1,000 and CPA =< $0.40 then +5% to CPC @datifyuk | www.datify.co.uk | (+44)1733 865094

One Last Thing… @datifyuk | www.datify.co.uk | (+44)1733 865094

Free Account Audit Delegates can receive a free advertising account audit by visiting: http://bit.ly/19hdSxZ @datifyuk | www.datify.co.uk | (+44)1733 865094

Find Out More! Get in touch on the below details & also download our free ebook by visiting: http://bit.ly/19hdSxZ @datifyuk | www.datify.co.uk | (+44)1733 865094

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