Real Time Paid Social Advertising Analysis
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Analyzing the impact of your social media spending in real time is a common struggle for many marketers and agencies alike. Whether you report on your paid social strategy internally or you are an agency providing reporting services, analyzing campaign objectives against targeted audiences takes manual effort and time. With social advertising gaining a larger share of marketer’s budgets, it’s crucial to understand which creative or overall campaign is driving the highest return for your objective. In this on demand webinar we discuss best practices for paid social advertising and how you can analyze it in real time using Sysomos Paid Social Analytics.
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Real Time Paid Social Advertising Analysis
- 1. Sysomos Paid Social Analytics Hosted by Erica Jenkins, VP of Product
- 2. Social Advertising Landscape Lets make sure we’re all on the same page…
- 3. Digital advertising is booming Marketing spend is expected to exceed $96 billion dollars by 2019 in the US. $36 billion just on Social in 2017 is estimated globally* *http://www.emarketer.com/Article/Social-Network-Ad-Spending- Hit-2368-Billion-Worldwide-2015/1012357
- 4. So Why is Facebook Dominating? Expected spend by 2016*: $25 billion+ Key Strengths: Largest user base, avg daily time spent is 40+ mins Most advanced targeting capabilities Pyschographoc indicators through Behaviors Multiple ad units based on campaign objectives Engagement capability for customer acquistion Custom Audience Targeting Rich Insights Rich Targeting Options: • Location • Demographics • Political Affinities • Life Events • Keywords & Interests • Connections • Behaviors • Proximity indicators *https://investor.fb.com/investor-news/press-release-details/2016/Facebook-Reports-Second- Quarter-2016-Results/default.aspx
- 5. How does our tool add value to Facebook media buying today? Built for the marketer and agency to easily measure ad performance with near real time custom reports, interactive analysis, and ad performance ranking by ad, creative, or target One tool for all marketers from CMO to regional hubs to local markets with simple visualizations customized for each group. Beyond Facebook Ads Manager reporting by: ̶ Analyze all social ad accounts, brands, channels and markets ̶ Aggregate and benchmark KPIs with currency normalization ̶ Identify top performing ad creatives and audiences ̶ Enable engagement on paid ads driving customer acquisition ̶ Share top creatives and audiences to lift regional performance
- 7. Benefits of parent-child connection Company United States United Kingdom France Brazil Japan Admins can be Global or Country Level Singapore
- 8. Facebook advertising accounts are still decentralized
- 9. So now we are aligned…let’s talk posts & ads Page Posts Lives on the Page Limited Organic distribution Boosted Posts Lives on the Page Pay for greater Reach in the Newsfeed Dark Posts Lives in the Ads Account Pay to Target People Location: Canada Age: 25 - 45 Placements: mobile devices People Who Match: Behaviors: All frequent travelers, Used travel app (2 weeks), Used travel app Location: USA Age: 18 - 65 Placements: mobile devices People Who Match: Behaviors: All frequent travelers, Like Visa
- 10. Understand who you reached , where you reached them and how much it cost you Advertising starts with an objective Post Metrics Video metrics Engagement metrics Drive views Engage with customers
- 11. North America Q1 2016 Q4 2015 + 26% Quarter / Quarter Asia- Pacific Q1 2016 Q4 2015 + 46% Quarter / Quarter *source http://www.nanigans.com/resource/fb/usu/q1-2016-global-facebook- advertising-benchmark-report Emerging new creative focused on video
- 12. 12
- 13. Some questions you probably are asking yourself… “I use a media buying tool that does all of this for me…why is this different?” Regardless of where ads are purchased, our tool aggregates hundreds of paid and owned metrics for near real time campaign analysis. The tool enables marketers and agencies to get value based on their needs from reporting, A/B testing, and easy visibility to what is working. “I’m a brand, can I really see all my spending in real time, and globally?” Yes, our tool allows near real time updates across all ad accounts. This allows regional and global rollups by market for benchmarking and sharing of top performing ads updated every 10 minutes. “I’m an agency, I already do paid reporting, why do I need this?” Our custom reporting automates the collection of all ad data for near real time measure and benchmarking. Our interactive analysis enables decision making on ads, creatives, and targets to optimize campaigns. This saves labor, timeliness of measurement, and better optimization of campaign performance.
- 14. Single Brand Multiple Markets Enable real time decision making to affect campaign performance across creative and audience Identify top performing ad creatives and audiences Enable real-time engagement of paid ads Simplified Transparent Reporting and Analytics Single-lens view of campaigns across multiple agencies, ads accounts and markets Measure and benchmark KPIs across markets Cross-market visibility to identify and share creative and audiences for overall lift Real time spending and access globally or by region Depending on who you are…your needs are different Agencies Optimize campaign performance to maximize client ad spend with less resources Eliminate manual reporting Provide clients real time insights in simple marketer interface Maximize ROI for clients by executing smarter campaigns
- 16. Agency
- 17. 17 Holistic view of social campaigns Paid & Organic Reports • Visualize insights through the conversion funnel with key metrics marketers care about • Easily change markets or accounts to update report • Empower marketers to understand what is driving actions • Export to PDF or CSV saving time and manual effort
- 18. Benchmark across your markets KPIs across markets are aggregated Rank by specific KPIs for real time action and analysis globally Export Paid and Organic Insights from a single interface for deep manual analysis Simplified reporting for marketers and analysts to work in collaboration Enables real time measurement or the ability to review a full campaign roll up 18
- 19. Currency normalization on spending and “cost per’s” Split by market to a different KPI such as Conv CPA, easily sort by bottom performing Ads Aggregate across all your markets by specific KPIs Quickly Sort to see the top performer based on Conv CPA
- 20. Real time measurement of top ads and audiences Quick access to Ads daily performance Easily jump into understanding which creative is the top performer Jump over to the top targets generating strong results Save time and manual effort and focus on optimization Historical indexing of all Ads Insights both by day or by lifetime enables YoY comparison
- 21. Engage with paid audiences Aggregate all ads for engagement or customer service escalation Private Message people from comments on Ads to resolve issues Mark comments and replies as read to move things out of your work queue Tag profiles for future filtering and categorization for targeted audiences 21 We’re so glad you enjoyed your stay Susan!
- 22. Discover and share top ads across markets 22 Rich creative view of active ads, boosted or page posts Rank top performing ads across markets by KPIs with view access outside your responsibility Repurpose sharing to drive stronger campaign objectives Publish a Dark Post from one Ads Account to another Compare Campaign A with Campaign B with tags
- 23. Sysomos Paid Social Analytics empowers you with insights Sysomos Paid Social Analytics provides a single-lens view of all your paid social content on Facebook and Instagram, so you can optimize campaigns and maximize ROI in near real-time scaling across the CMO, regional teams and local markets with simple visualizations customized for each group. Analyze all social ad accounts, brands, channels and markets in one holistic view Aggregate and benchmark KPIs across ad accounts, brand, channels, and markets Identify top performing ad creatives and audiences for near real-time optimization Enable real-time engagement of paid ads to drive customer acquisition and loyalty Share top creatives and audiences across markets to lift regional campaign performance
- 24. Additional Resources • If you’d like a demo of Sysomos Paid Social Analytics please contact your account team or visit sysomos.com/products/analytics and fill out the demo request form. • Please visit sysomos.com/webinars to sign up for our webinar series. • Feel free to contact us for follow up questions o Facebook facebook.com/sysomos o Twitter @sysomos o Email community@sysomos.com
Hinweis der Redaktion
- Let’s frame our presentation with some history, stats and education so we’re all on the same page about where social marketing is today. Let’s get to it!
- If you’re not aware of the accelerated growth on social advertising, here are a few stats to think about. Per an eMarketer report in 2016, spending is estimated to hit $96B by 2019 on digital advertising. It’s estimated that by 2017, social ad spending will reach almost $36 Billion dollars. This representing 16.0% of all digital ad spending globally. This massive shift, leaves a very short timeframe for media buyers to accommodate and adjust tactics across ever changing ad channels of Facebook, Instagram, Twitter and emerging networks like SnapChat.
- In this presentation we’re going to focus on Facebook specificially. Per Facebook’s recent second quarter 2016 earnings report, they are on track to exceed over $25 billion in ad revenue this year alone. They have captured a massive share of media dollars for several reasons: 1- The user base is vast and active! 2- Targeting capabilites are very powerful, if used effectively. 3- Unique ability to allow written consumer responses which fosters customer acquistion that had previously not been available through search and display. Most of all Facebook has doubled down on providing rich insights to us, marketers and advertisers. We’re seeing this spill over to Instagram as well and other social channels.
- So how does the Sysomos Paid Analytics solution differ from other media optimization tools in the market today?
- Until 2011 there was no easy way for brands or brick and mortar businesses to access all of their regional or local Facebook pages. This caused a massive workload of chasing down admins and asking for exports to track page performance. Facebook solved that pain point…
- By enabling pages to form a parent-child relationship, it streamlined brand reporting across their markets. It also allowed aggregated check in’s to locations for franchise organizations. This assisted on organic page and post reporting but there is still a gap today to link organic insights with paid campaigns in these complex business structures on social.
- Ads accounts still remain decentralized and often a brands paid media is executed through their agency which requires the brand to rely on reporting by others. Also, if ad accounts are not a clean 1:1 relationship to a page. A brand in the US could have multiple ads accounts running on their behalf. Agency A could be running the Olympics campaign for 6 weeks. Agency B could be the agency of record for many years. The Brand manager is boosting posts through their account. That is a lot of data to manually connect to get a full picture on paid media across Facebook alone!
- This may seem very paid social advertising ‘101’ but we’re often asked what is the difference. Page Posts - Simple enough…they are managed on your facebook page. As we all have seen, the organic distribution to your fans newsfeed is almost irrelevant these days due to newsfeed algorithms. Boosted Posts - Have become the go to for reaching people who like your page or their friends. This strategy enables you to reach more people effectively. Dark Posts or Ads Creative - Have become the strongest way to test messaging and creative before you heavily spend on your campaign. These posts are only seen when you “turn the lights on” to reach the targeted group of people you’ve decided is best. However, without permission to both page and ads accounts, there remains that gap.
- Think about measurement of social based on an objective. If you look at content by post level or engagement or based on video insights. You will understand which metrics apply to your objectives. Engage with Customers, Gain App Installs, conversion on your website are quite common.
- Another major shift in paid is video. With both engagement and measurement such as play time, % of time people watched, the device they consumed it on and the ability for Facebook to add a “call to action”…it’s not surprising to see massive growth. 26% increase in North America and a whopping 46% in Asia Pacific from Q4 2015 to Q1 2016.
- Some questions you may already have: I already use a media buying tool that does all of this. Why is this different? This isn’t about where ads are placed. Use what you have now…this is meant to enable marketers and agencies to work together. You’re really telling me I can access all my spending globally? Yes…no more phone calls and nagging your markets to “send you exports”. Every 10 mins we’re updating for you. I’m an agency, I already do paid reporting, why do I need this? How many hours does it take you to gather exports, compile reports or figure out with heavy excel work which ads or targets are performing well? Can you do that in less than a minute today? What we will cover is how this solution uses Facebooks API’s to gather data
- We know your needs are different when it comes to looking at data and reporting: If you’re a single Brand without all those complex issues we covered earlier…We can help you Maximize campaign performance through ranking of ads and simplified reporting If you’re someone who has multiple markets and brands to oversee…this solution provides you a single place to measure and benchmark. You’ll also gain real time visibility into who is performing well or not so well by harnessing and storing your data in a single database. And if you’re an agency…we want to assist your team to lower manual reporting, increase your capabilities for target testing and maximize your efforts in spending for your clients.
- At the core, MasterCard's CMO said it best. Sysomos Paid Social has enabled their markets to optimize performance across creative, audiences, placements and spending. Business Insider ranks MasterCard as one of the top global advertisers on Facebook today so it’s been valuable to work hand in hand with them on this solution.
- Weber Shandwick knows that a solid community management strategy is key but with paid amplification comes the increase in engagement activity too. An integrated tool to manage this is critical to make the most of your marketing campaigns.
- So let’s start with the traditional marketing funnel we’re all familiar with. If a market level or single brand wants to roll up metrics, it’s flexible to do so. It’s easy to aggregate across markets or brands to generate a wider understanding of your performance and conversion activity.
- If you’d like to work in a more dynamic fashion…simple reports can aggregate all your markets into a trending report with key metrics by market below. Faster work and easily exportable enables real time measurement or campaign retrospectives.
- Benchmarking only goes so far if all your ads accounts are set to spend in the same currency. We’ve take a look at the daily excenge rate and enable you to sort and rank off converted spending and metrics. You can quickly see the top and bottom performing ads or markets.
- To easily rank ads performance by CTR in this example, we offer a view with all ads where you can change by report over to a creative view which will aggregate all the ad level data and show which creative is actually performing. If you want to fully understand performance, you can change over and view the insights and understand which target is generating the strongest lift. That allows you to optimize quickly with no manual effort in exports and excel.
- As Weber Shandwick’s quote mentioned. Customer service and engagement is now part of the Advertising strategy. If you have a different team doing this work, we can support them by aggregating all comments across page and dark posts. Private messages can be sent if a customer comments and you need to take that to a 1:1 conversation. We also support teams working on the same pages or accounts by locking another person out from responding if someone else is in progress engaging back.
- One differentiator of Sysomos Paid Analytics is the ability to grant visibility outside a region or ad account. We aggregate across active ads, boosted and page posts into a single view. You can rank (click) and repurpose top performers from other regions or ads accounts to lift your performance. This rich view of content is a powerful optimization tool.
- To recap, Sysomos Paid Social Analytics provides you a single view to all your paid social content so you can optimize campaigns and maximize your ROI in near real time. We want to enable brands and agencies to collaborate effectively on paid social media strategies.
- Alex