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How to spend your first $10K: Using Custom Audiences to be 10x more effective

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How to spend your first $10K: Using Custom Audiences to be 10x more effective


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Apply to the FBStart Program Get $2.5K in free FB ads credits if you qualify* Turn your $10K into $12.5K


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How to spend your first $10K $12K


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Hi, I’m Andy Artz Partner @ Social Capital Head of User Acquisition We invest in transformative ideas with global impact to fundamental human needs VP @ OMGPOP Analytics & Finance Real-time Multiplayer Social & Mobile Games


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Are you ready to test spend? You already have some traffic & customers You have a working product You can service more customers Note: this is not a substitution for organic efforts!


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Where do you start?


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Facebook?


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Twitter?


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Youtube?


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Content Syndication?


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Adwords?


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New stuff?


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Yea, there’s a lot to choose from


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Pick a scalable platform The purpose of your first $X should be to to prove out the viability of a channel If it works, you can pour more $ in based on your learnings Avoid one-offs and things that you don’t have control over (e.g. buying a billboard)


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CONTENT COMPLEX IDEAS SOCIAL TARGETING SEM CAPTURE INTENT VIDEO BRANDING Find “product-platform fit”


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Strategies to avoid when you’re young


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http://www.pocketgamer.biz/comment-and-opinion/61387/apple-killed-ua-again/ Featuring = now 100% curated


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It takes 50-100K installs in 24 hours to penetrate the Top 10 on iOS. The plus is organic discovery. Incentivized networks charge ~$1-2 per install App store charting & bursting


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How charting works Done well, spending ~$2K per day on incent traffic can yield 0.5x-1x organic lift on iOS


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Popular keywords are $$$ It is unlikely that your product’s v1.0 LTV can compete with their v10.0 LTV


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IP-based geo-targeting ? great We compared users’ GPS location from 1st app open to determine what % were within targeted city limits ~40%+ inaccuracy Mobile ad network


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CONTENT COMPLEX IDEAS SOCIAL TARGETING SEM CAPTURE INTENT VIDEO BRANDING Onwards to custom audiences…


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4 core concepts for today: Setup the proper tracking Study your audience Prime your audience [with content] Convert your primed audience


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Use FB’s custom audience pixel


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Get the FB Pixel Helper


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Install the FB custom audience pixel


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4 core concepts for today: Setup the proper tracking Create derivative audiences Prime your audience [with content] Convert your primed audience


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Create custom audiences


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Your traffic


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Your pixel


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Analyze your custom audience using FB Insights


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Your audience


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1.7K MAU Men 25-34


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Pro-Tip: Create a 1% Lookalike Audience


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Your pixel


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4 core concepts for today: Setup the proper tracking Create derivative audiences Prime your audience [with content] Convert your primed audience


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Prime your audience using earned or owned media


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No pixel found


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Q: How do I get my custom audience pixel on my earned media?


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A: Use redirects or iframes. Snip.ly is your friend.


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Short URL


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Bonus CTA Your FB Pixel


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Recap: You now have placed your custom audience pixel on your earned media. When you send traffic to that short URL, you are planting the seeds of your custom audience


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Next - drive traffic to your site from your FB page


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Create a hidden post from your FB page in FB power editor using the snip.ly URL


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Now boost the post using a Page Post Engagement ad targeting your Lookalike 1%


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Your audience


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Why should you boost posts? Your historical traffic flow is small and you want to grow it You want to target a new niche not reflected in your current traffic You accrue organic reach to your page You can access cheaper CPM / CPC


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Boosted post results


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Boosted post results


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4 core concepts for today: Setup the proper tracking Create derivative audiences Prime your audience [with content] Convert your primed audience


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Convert the users who have visited your page/blog


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Custom audience


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Branded mobile app install ads


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This test: show the ad to a “primed” custom audience vs. a general lookalike audience of “non-primed”


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Mobile app install ad results


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Mobile app install ad results


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4 core concepts for today: Setup the proper tracking Create derivative audiences Prime your audience [with content] Convert your primed audience


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Hey…that was only 4x improvement…I want my money back!


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This test was run with $2500 in spend…which is the free credits you got to start ?


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Refinements Use the learnings from page post engagment ads to refine content choice, copy, and targeting to maximize CTR/minimize CPC. Likes, comments, shares help to get organic reach. You need organic lift on page posts to make this work. Because the cost of priming adds a fixed cost to your primed conversions but gives you a 4x multiplier – you have to find the sweet spot where the multiplier effect in increased conversion rate outweighs the cost of priming. For a detailed calculator download the excel here: ? https://s23p.box.com/FBPrimingCalculator


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Let’s Recap!


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Earned Media Pixel Branded FB Page Owned Media Snip.ly / Redirect Unbranded FB Page Page Post Engagement Conversion Ad Custom Audience Branded FB Page


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You can find this talk at: socialcapital.com/artifacts


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