Justin Thomas of TTH Media, Dovetail Services User Group, First News' Facebook case study

TTH Presentation2014 Full Service

Performance Marketing Specialists

2013 PMA Winner - best lead generation

2014

• One of the UK’s leading performance marketing specialists• Performance Marketing Award Winners 2013• Specialists in customer acquisition and lead generation• Multi-channel approach – Email, Social, Inbox Promotions, Affiliates, Display• Heavily entrenched in publishing sector with clients including Dennis

Publishing, The Economist, Haymarket, Hearst, IPC and First News

TTH Overview


12 29 350,000 100,000 10,000Staff Campaigns Clicks Leads New customers

• First News is the UK's only newspaper for young people and the widest-read children's publication in the country with a readership of 1,047,543 seven to 14 year olds every week.

• First News was founded by Sarah & Steve Thomson and launched by Piers Morgan and Editor Nicky Cox in May 2006.

• First News' ABC audited circulation is 70686 Jan – Jun 2014. • First News has 30,000 children reading it at home every week (via

subscription and news-stand sales) plus nearly 50000 school subscription copies

Facebook Advertising

2013 PMA Winner - Best Lead Generation

1. Buying Models2. Ad Formats3. Targeting4. Technology5. Creative/Offer6. Device optimisation

‘Think Social’



Buying Models

• CPC – cost per click• CPM- cost per thousand

CPC is the lowest risk model but you need to know:

• Target cost per lead (or CPA)• Expected CCR

Remember: FB clicks include likes and shares so conversion will be lower than search, email etc

Bid = £0.30

Lead = £3.00(10% CCR)



Ad Formats

• Side ads (mainly FBX)• News feed ads

(unpublished posts, suggested posts, app installs etc)

You can also link internally (e.g. to FB app/tab) or externally to site/landing page

First News used unpublished post ads linking through to an external LP – avoids ads showing in own audience news feed.

News Feed Ads Side Ads



Targeting

• Likes (e.g. brands)• Demographic/Geo • Custom audience• Education• Occupation• Birthday• Relationship status

Targeting tightly helps with delivery of ads as response rates are higher as it produces better yield for FB.

FN used Custom Audience and a separate flight with various selections which were optimised daily.

Targeting = Females, aged 20-50 (lower range for teachers), who are interested in: CBBC, green parents network, PGL (company), British Home Stores, Association of Teachers and Lecturers, Littlewoods, Netmums, Primary education, NASUWT, tumble tots, Children's museum, The Student Room, CBeebies, Annabel Karmel, Children's literature, Rote learning, paediatrician, Homeschooling, Abercrombie kids, Mumsnet, National Union of Teachers, Early childhood education, parentdish, george at asda, pglost, Royal College of Paediatrics and Child Health, The Guardian, Mothercare, Child development, Early Learning Centre, Parent-Teacher Association, WhizzKids United, Parents (magazine), Back to school (marketing), Parenting (magazine), Kumon, Infant clothing, Today's Parent, parentdish uk or zulily uk



Technology

• FB’s own ‘ad manager’• PMD

Essentially the same targeting options are available but a PMD plugs into FB’s API and helps programme campaigns in an optimal way

• PMD enables programmatic approach to CPC buying – set target CPL caps.

• Limits exposure to cost if conversion is lower than anticipated

• Effectively allows a CPL based approach



Creative/Offer

• FB users are socialising NOT shopping

• News feed ads work best in this environment (‘native’)

• Copy should be reflected of this – fun and engaging

• Soft consumer offers receive better response

• Free issue model is perfect• Promotes engagement and

sharing

Visit FB PageLike Page

Visit Landing Page



Device Optimisation

• FB traffic is circa 60% mobile• Mobile optimised LPs make up to

50% difference in conversion• As CPC is predominant buying

model this impacts directly on bottom line

• Better CCR = Better CPS!


£0.29 CPC£3.20 CPL

96% engagement 40% CR to Sub£18.00 CPS

57% CR to FI or SUB

Testimonial – Kelly Matcham, Joint Publisher

“Having worked with TTH for a few years and seeing high volume orders through email and newsletter campaigns we were keen to test their new

Facebook platform as it enabled us to get much more targeted with our reach.

It’s still in it’s infancy but we are thrilled with the results so far. Conversion rate doubled compared to the email campaigns bringing the CPA down and just as

encouragingly the DD step up retention rate is high. We are really excited about working with TTH to further test and refine our Facebook targeting.”

Summary

• Facebook ads have been proven to work very effectively for First News and other niche titles

• Perfect targeting niche audiences due to advanced targeting options available

• Important to think socially and engage audience with social offers – free issue lead gen campaigns work well

• Advertiser pages need to be monitored for feedback (e.g. where is my free issue?) – quick response essential

• Technology helps to streamline work flow and reduce wastage• Device optimisation can make a very significant impact on end

results



Contact us Justin Thomas

Managing [email protected]

Laura White

Key Account [email protected]