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Advertising Director in KOMFO, Mikael Lemberg presentasjon om annonsering på Facebook
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SMD 2014Find me on Twitter: @lemberg
KOMFOWe love Social Media and we believe that it has fundamentally changed
the way companies communicate with their customers.
• Headquartered in Copenhagen, Denmark but present globally.
• Owned by the four founders and the global software company Sitecore.
• Powerful team of 60+ social media marketing specialists ready to guide you to success.
• 100+ strong partnerships with leading social networks, agencies and software providers.
• 300+ enterprise clients and market leader in the Nordics.
Retail
Finance
E-Commerce
Telecommunication
BtB
Publishing/Media
Government & NGO
Automotive
Travel
NORDIC REFERENCES
250 ad accounts
135.000.000 monthly paid impressions
400.000 weekly clicks
600 daily webshop checkouts
525 new page likes every hour
2013
WHATIS THEPROBLEM?
Viral reach
Paid reach
Organic reach
ADVERTISINGIS CRITICAL TOREACHING YOURAUDIENCES ONFACEBOOK
HOW DO YOU ORGANIZEYOUR MARKETINGWHEN CONTENT
AND ADS ARE MERGING
Source: comScore, June 2012.
40%of peoples’ time on Facebook is on news feed
MOST OF OUR TIME ON FACEBOOKIS SPENT IN THE NEWS FEED
ORGANIZE YOUR MARKETING Insights analyst Content creator
AdvertiserCommunity manager
Moderator
5 THINGSYOU WON’T REGRETDOING TOMORROWTO IMPROVE THE
PERFORMANCE OF YOUR FACEBOOK MARKETING
1. STOP PAYING FOR APPS
Facebook apps only get traffic if they’re supported by a heavy seeding strategy. Meanwhile, most app concepts are now allowed for free on Page timelines and app builders get cheaper by the day.
2. TAKE YOUR STATS MORE SERIOUS
www.freeanalytics.komfo.com
3. BAN THE “BOOST POST” BUTTON
4. GET STUFF OUT OF THE MAILBOX
Branding Webshoptraffic
Newslettersignups
5. AUTOMATE ASMUCH AS POSSIBLE
GET THESTRATEGYSTRAIGHT
THINK OF YOUR MARKETINGGOALS EVERY TIME YOU POST Increase your virality
Drive awareness of your messages
Generate online sales
Grow your community
Best types of creative for your campaign: Get started:
3. Komfo Ad Manager automatically identifies the audiences most likely to generate stories about your content
1. Set up a campaign with “Engagement” objective in Komfo Ad Manager
2. Select desktop and mobile news feed as ad placements
INCREASE YOUR VIRALITY
Best types of creative for your campaign: Get started:
3. Komfo Ad Manager automatically identifies the audiences most likely to actively consume your content
1. Set up a campaign with “Branding” objective in Komfo Ad Manager
2. Select All Facebook as ad placements
DRIVE AWARENESS OFYOUR MESSAGES
Best types of creative for your campaign: Get started:
3. Komfo Ad Manager automatically identifies the audiences most likely to generate sales on your website
1. Set up a campaign with “Conversions” objective in Komfo Ad Manager
2. Select Desktop News Feed as ad placement
GENERATE ONLINE SALES
Best types of creative for your campaign: Get started:
3. Komfo Ad Manager automatically identifies the audiences most likely to like your page
1. Set up a campaign with “Fans” objective in Komfo Ad Manager
2. Select Mobile News Feed as ad placement
GROW YOUR COMMUNITY
GOPRO
INTERESTS & DEMOGRAPHS
Offsite conversions are often cheapest
on desktop!
PLACEMENTS & DEVICES
DARK POST PUBLISHING
You candrag ’n’ drop
planned posts to change their timing
TARGET ATTRACTIVE AUDIENCES
Identify people that arealmost exact matches of your current customer base with look-a-like-audiences.
CONVERSION TRACKING
USE REMARGETING TOINCREASE YOUR OUTPUT
Branding
Marketing
Remarketing
CHOOSE THE RIGHT BIDDING METHODS!
• CPC for controlled costs
• CPM for high delivery
• oCPM for optimal ROI
KEYWORD-TAGGED CAMPAIGNS
KEYWORD-TRIGGEREDE ADS
WEEKDAY SCHEDULES
AUTOMATIC ADS CREATION
EXAMPLE 1: ORGANIZE YOURCAMPAIGNS BY NET EARNINGS
EXAMPLE 2: AUTOMATICALLY RETARGET LEADS FROM YOUR WEBSITE
SUMMARY
START WORKING SMARTER
• Stop paying for apps• Take your stats more serious• Ban the ”Boost post” button• Get stuff out of the mailbox• Automate as much as possible
REMEMBER YOURMARKETING OBJECTIVE
• Increase virality
• Drive awareness
• Generate online sales
• Grow your community
PRO TOOLS FOR THESKILLED ADVERTISERS
• Interests & demographs• Placements & devices• Dark post publishing• Custom audiences• Conversion tracking
• Remarketing• Action bidding• Keyword-triggered ads• Weekday schedules• Automatic ads creation