Social Media Advertising Objectives & Audiences. Adam Bianco - CMO of Tide Spin
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1 Social Media Advertising Objectives & Audiences Adam Bianco - CMO of Tide Spin
2 what we re talking about today Introduction Why Ads are necessary? 5 Tactics to Optimize Your Strategy Getting the lay of the land Wrap-Up & Questions 02
3 Adam Bianco - CMO of Tide Spin Hi there! Adam is the Chief Marketing Officer for Tide Spin, the new app-based laundry and dry cleaning delivery service from Tide and P&G. During his previous professional stops - hospitality industry innovators, the G.R.E.A.T. Grille Group and Levy Restaurants, he collaborated with some of the world s top brands, Harley Davidson, Disney, American Girl, Chicago Cubs, NFL teams, and Hall of Fame athletes. Last year he ran his own successful digital marketing consulting company before joining over only 1 year old & over 22k /adambianco 03
4 LAUNDRY & DRY CLEANING DELIVERED Where We Serve What We Clean Wash & Fold Dry Cleaning Household & More 04
5 THE ON-DEMAND LAUNDRY SERVICE use code ADAM for $25 off first order 05
6 Social Media, The Business 06
7 Social Media, The Business Founded in 2004, by this guy 07
8 Social Media, The Business Oops, wrong guy Valued at 330 billion! 08
9 Social Media, The Business What he s really like... 09
10 Less than 2% of your Likes will see your posts 010
11 Social Media, The Business 011
12 Social Media, The Business Because your boss turns into this
13 013
14 Social Media, The Business And you want to keep your job 014
15 SOCIAL MEDIA ADVERTISING CONTINUES TO INCREASE $16B $31B
16 Less than 2% of your Likes will see your posts 016
17 017
18 Social Media, The Business New While you were away keeps expanding 018
19 Social Media, The Business Out of order pictures 019
20 Social Media, The Business 020
21 Social Media, The Business it s all about the benjamins 021
22 Social Media, The Business fewer people are seeing your content 022
23 Social Media, The Business ads and analytics are powerful and can be effective with a minimal budget 023
24 Ads Objectives 024
25 Ad Objectives: key elements Objective Audience Creative 025
26 Ad Objectives: key elements Objective 026
27 Objectives: lay of the land 027
28 Objectives: lay of the land 028
29 Objectives: likes haven t gone away 029
30 video views likes different objectives at different times website clicks app installs retargeting dormant & active users organic posts
31 Strategy: objective 031
32 Strategy: key elements Audience 032
33 Ads Network: audiences the types of audiences Custom Audience Look-a-Like Audience Saved Audience 033
34 Ads Network: audiences custom audience great for remarketing, app engagement, lists 034
35 Ads Network: audiences look-a-like audience great for expanding your audience base can target website traffic, app users, & more 035
36 Ads Network: audiences saved audience great for targeting anyone and everyone! 036
37 Tactic #1: Always, Always, Always Look at Conversion 037
38 Tactic #1: always look at conversion 038
39 Tactic #1: always look at conversion Install Cost is great but it s not the whole story 039
40 Tactic #1: always look at conversion You must look at the total Acquisition Cost CONVERSION % 040
41 Tactic #1: always look at conversion...or take it one step further CONVERSION % of LTV 041
42 Tactic #1: always look at conversion It s a multiple step process Installs Registration % Order LTV 042
43 Tactic #1: always look at conversion It s a multiple step process Installs Registration % Order LTV Android: 100% ios: 100% Android: 40% ios: 65% Android: 9% ios: 18% Android: 3% ios: 6% 043
44 Tactic #1: always look at conversion let s run the numbers Android: $13.25 per install ios: $18.87 per install Order % Android: 9% CAC Android: $147 ios: $105 ios: 18% 044
45 Tactic #1: always look at conversion let s run the numbers Android: $13.25 per install ios: $18.87 per install LTV % Android: 3% Android: $441 ios: $314 ios: 6% 045
46 Tactic #1: always look at conversion It s a multiple step process Installs Registration % Order LTV Android: 100% ios: 100% Android: 40% ios: 65% Android: 9% ios: 18% Android: 3% ios: 6% 046
47 Tactic #1: always look at conversion Starts to put these numbers into perspective 047
48 Tactic #2: Leverage Google s & Facebook s Audience Insights 048
49 Tactic #1: leverage Google & FB audiences 049
50 Tactic #1: leverage Google & FB audiences 050
51 Strategy: Audiences 051
52 Strategy: Audiences 052
53 Tactic #1: leverage Google & FB audiences 053
54 Tactic #1: leverage Google & FB audiences 054
55 Tactic #1: leverage Google & FB audiences 055
56 ROI: website traffic You may find that your typical demographic audience is much different 056
57 ROI: website traffic But there are plenty of other types of audiences 057
58 ROI: website traffic But there are plenty of other types of audiences 058
59 ROI: website traffic 059
60 Tactic #3: Do More with Retargeting (specific s & combos) 060
61 Tactic #3: do more with retargeting website retargeting Facebook allows you to do more and more with website retargeting 061
62 Tactic #3: do more with retargeting general retargeting retarget a particular product highlight other features about your business dormant users 062
63 Tactic #3: do more with retargeting Custom Combination Ideas 1. Abandoned Carts: people who visit their cart but don t go to confirmation 2. Landing Pages: users who visit a landing but don t convert 3. Service: haven t used it in a while, target dormant users of a particular product 4. Time Spent: does time spent = high value user? Target those users 063
64 Tactic #3: do more with retargeting app retargeting Facebook allows you to do more and more with app retargeting 064
65 Tactic #3: do more with retargeting App Retargeting Ideas 1. Target your most active users with current campaigns and promos 2. Increase conversion rate of people who have Installed but not have completed registration 3. Dormant Users: leverage FB ads to reach those who may have turned off other channels 065
66 Tactic #3: do more with retargeting 4X remarketing audiences higher conversions can generate 066
67 Tactic #4: Use Engagement Audiences 067
68 Tactic #4: Engagement Audiences engagement audiences by combining objectives you can leverage engagement audiences 068
69 Engagement Audiences video views 1. video views to build awareness (low cost, high reach) 2. drive people to the website or landing to acquire information (likely offer a lead magnet like a white paper) website clicks
70 Tactic #4: Engagement Audiences interaction target those who interacted with your in anyway 070
71 Engagement Audiences create an audience from any campaign whether it s organic, video, paid ad, etc. target those to convert to another objective - like, app install, etc. organic post like app install
72 Tactic #4: Engagement Audiences lead forms target those who interacted with the form 072
73 Engagement Audiences 1. start with a lead gen campaign to gauge interest lead gen 2. if those people don t convert on FB, perhaps share a great white paper, video, or article with them to convince them video / article lead gen
74 Tactic #5: Listen to Your Audience 074
75 Tactic #5: listen to your audience use the tools facebook gives you all the tools and insights to see which audience is performing higher than others 075
76 Tactic #5: listen to your audience two way street export data to find insights to refine your ad spend i.e. age demos 076
77 Tactic #5: listen to your audience two way street export data to find insights to refine your ad spend i.e. time of day 077
78 Tactic #5: listen to your audience two way street export data to find insights to refine your ad spend i.e. placement 078
79 KEY TAKEAWAYS Build a Social Media strategy and plan that ties back into your business goals Make a budget for social media advertising Leverage retargeting and engagement audiences to drive higher conversions Use the audience date to further optimize your campaigns A/B test and analyze results Always, always, always look at the full conversion for total CAC 079
80 ON-DEMAND LAUNDRY SERVICE use code ADAM for $25 off first order 080
81 Any questions? me /adambianco 081
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