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Similar to BSEO How to cheat Facebook into giving you cheaper CPMs.pptx (20)
BSEO How to cheat Facebook into giving you cheaper CPMs.pptx
- 1. HOWTOCHEAT FACEBOOK INTO GIVING YOU CHEAPER CPMS Claire-Stanley-Manock | connective3 SLIDESHARE.NET/CSTANLEY2 @CSTANLEYMANOCK
- 2. B R I G H T O N S E O CLAIRE STANLEY-MANOCK PAID MEDIA DIRECTOR
- 5. CPMs increase 297% CPA’s increased 243% £0.00 £1.00 £2.00 £3.00 £4.00 £5.00 £6.00 £7.00 £8.00 £9.00 £10.00 £0.00 £1.00 £2.00 £3.00 £4.00 £5.00 £6.00 £7.00 March April May June July August September October November CPA CPM CPM Retail CPA Retail Linear (CPA Retail)
- 9. DESKTOP+20% KENT +20% 9-10AM +20% IN-MARKETFOR HOME DÉCOR+20% ADVARIATIONSINCL. RESPONSIVE SEARCHADS
- 11. HOW LIKELYTHE USER IS TO TAKE THE DESIRED ACTION AFTER HAVING SEEN THE AD
- 12. FEED THE SYSTEM AS MUCH DATA AS YOU CAN
- 17. CREATIVES DRIVE 56% OF ACTION FROM FACEBOOK ADS S o u r c e F a c e b o o k 2 0 2 2
- 18. STAY RELEVANT WITH DYNAMIC CREATIVES FEED DRIVEN AND NON FEED DRIVEN -24%CPA
- 19. THE ABCDEF’S OF PAID SOCIAL CREATIVE
- 20. A AUDIENCES
- 21. B BRAND
- 22. B BRAND
- 23. c CREATIVITY
- 24. D DEMONSTRATE
- 25. E EMOTION
- 26. F FATIGUE
- 27. TELLFACEBOOK WHAT IT DOESN’TKNOW EMPOWER THE ALGORITHMS THROUGH CONSOLIDATION KEEPADS RELEVANTWITH DYNAMIC CREATIVE OPTIMISATION HAVE AWESOME ADS PEOPLEWANT TO SEE
- 28. HOW TO CHEAT FACEBOOK INTO GIVING YOU CHEAPER CPMS CLAIRE STANLEY-MANOCK
Editor's Notes
- #3: CSM head of PM here at c3 Household brands All applies
- #4: Last year Apple broke the model Reduced data to apps – privacy Esp FB / IG
- #5: audiences also disappearing – home décor INTERESTED IN ROCK MUSIC
- #6: More often than not – trend lines lines like this
- #7: What can do if can’t use for or make apple change minds
- #8: Good news - SCIENCE – Meta wants to give its user the best experience and highest value ad wins. A higher value ad that facebook wants to show, will be given prefer So all you need to do is increase your total value. – simple right? 3 simple parts
- #10: higher bid isn’t nessessarily a bad thing if means capture people who are worth more A Google slide In FB not same control. So brings me nicely onto the next point about EAR.
- #11: How to increase your EAR…
- #12: The EAR is defined as Traffic click Conversions conversions
- #13: In order to increase our CTR or CVR we need to help guide the systems on who are our high value customers Tell facebook what it doesn’t know…
- #14: 3 data sources Conversions API – immediately give 15% more conv. But also richer data means stronger retargeting and lookalikes. More people implement – better for everyone. And some new features coming out in Beta require it. Audience lists Website and CRM – doesn’t know who your top 5% of customers are or sale shoppers Offline data – store visits to help support store, lead values.
- #15: Also need to make sure the systems have enough data and free reign to learn what works Avoid temptation – too granular Consolidation get out of learning phases as fast as possible. -25% retail If still struggling bring conv point forward
- #17: Give the user the best experience on Meta’s platform. Not only need a good landing page and onsite user journey but and arguably more important Facebook wants to show the best ads!
- #18: FURTHERMORE FB last week said And each day scroll the height of the statue of liberty
- #19: When consolidating q is how stay relevant. Because relevance drives performance Answer = dynamic ads – non feed.
- #20: So how get best ads…
- #23: -42% CPA versus normal feed adsas has the post view impact,
- #24: Creativity and customized for stories
- #26: Humour And hunger / desire.
- #29: So that’s how to Thanks, I’m CSM for c3.