How working with Facebook’s Preferred Marketing Developers can give a business an edge
Marketing teams that opt to work with one of Facebook’s strategic Preferred Marketing Developer (sPMD), of which there are only 14 globally, enables them to get advance notice of any new Facebook products and participation in pre-beta trials for new features. Social advertising platforms help advertisers to build, manage and optimise their Facebook ad campaigns at scale. The most advanced platforms will also provide brands with greater control over how, where and when ads are displayed to the target audience via rigorous testing and optimisation that allows them to offer relevant content to users that are most likely to engage with the product.
For example, Rosetta Stone recently sought to use Facebook as a source for lead generation through a competition to win three free language courses. A qualified lead was defined as someone who had entered the competition and opted in to receive emails. After an initial test period to identify clear key performance indicators (KPI’s), an agreed cost per lead (CPL) and volume target were set. The campaign would be the first large scale lead generation campaign to run in the EU, and so there was an added challenge of avoiding inflation in CPL’s.
First of all, lookalike audiences were created based on previous entrants to a Rosetta Stone competition to build profiles of similar audiences and boost conversions. Custom audiences excluded entrants to prevent duplication and waste, and each day the list of users who had entered the competition was refreshed to exclude them from further targeting, boosting conversion rates.
Once again, lookalike audiences were generated once enough competition entries had engaged with the ad. This helped to enhance the volume of conversions. Images and copy were tailored to language and country and the creation of clusters of language specific interests found the right users. Meanwhile, refreshed ads introduced ‘Last Chance’ creative on the last day of activity to create a sense of urgency, with a call to action in the ad copy.
Using this calculated strategy and rigorous testing procedure, Rosetta Stone exceed their target amount of “opt-ins”, creating 12,760 total leads and 10,588.
Interflora also used a social advertising platform to help them use Facebook as an acquisition channel during key periods, such as Valentine’s Day, where the focus was on content and optimisation. Interflora is the world’s largest and most experienced flower delivery network with many award-winning florists choosing to be part of the Interflora family, yet they had historically struggled to use Facebook successfully in their social media campaigns. The platform’s job was to drive sales and prove Facebook’s value as an acquisition channel that can build engagement with prospective customers.
Right off the bat, ad messages were tailored and iterated daily to ensure that they connected with the user and give a fresh angle to prevent ad fatigue. Engaging page content designed to drive likes, shares and comments, were amplified and run as Sponsored Stories to increase fan interaction and audience reach. The audience segments were also matched against existing communications channels for consistency. Optimisation tools that automatically found the lowest possible bid and retain performance, were applied to maximise orders. Right-hand side Ad Space Units (Facebook’s ad space units) were used as support, augmenting the performance of the ads in the news feed and reinforcing the Sponsored Stories messages.
These methods yielded a 600% increase against target sales orders, with an 83% CPS achieved lower than the target, a 20% CPC achieved lower than target CPC and a 958% CPA Lower than search.
Facebook is a powerful marketing tool, but your Facebook campaigns need to be done right. A dedicated team of Facebook experts armed with cutting-edge optimisation tools and a meticulous adherence to strategic testing will yield the best results.
By Paul Klee, Marketing Specialist at www.thisisglow.com.
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