Post on 12-Jul-2015
Advertising made easy for marketplace sellers
A Holistic View Into Performance Marketing
Selcuk Atli CEO, Boostable
Introductions
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Founded YC Backed Boostable
Founded SocialWire
Facebook Innovation Awards 2012
Fulbright scholar
Singer song writer
Agenda
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Managing your marketing mix: Spending with your goals in mind
1
The marketer toolbox: Google, Facebook, Twitter, Display Ads and Affiliate Networks
2
Understanding Mobile: App installs and re-engagement
3
Emerging Native Ad Platforms: Amazon, Pinterest, Instagram, Buzzfeed
4
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What is performance advertising?
Align your Budget with Your Goals
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Awareness
Generate demand for your product.
Use social, videos, PR, TV and others.
Acquisition
Identify your audience and acquire new customers.
Use social, SEM, app install ads and others.
Re-marketing
Run paid ads to convert existing leads and bring back customers.
Use retargeting, email marketing and others.
Spread your budget
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Do not over spend on the last click.
The Marketer Toolbox
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Copyright © 2014 Boostable Inc, All Rights Reserved.
Copyright © 2014 Boostable Inc, All Rights Reserved.
Don’t buy likes. It's not worth much
Great for products with broad appeal and local
Great for generating demand and re-marketing
Great for mobile apps
Facebook: Custom Audiences
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Targeting based on your existing customer base
Re-market to your existing customers with targeted ads
Target lookalikes based on your existing customers
Requires a customer base, but works great
Facebook: Retargeting
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Target your recent visitors who have intent to buy
Target people who abandoned their shopping cart
Converts great, but audience is limited
Use together with other channels to generate demand
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Copyright © 2014 Boostable Inc, All Rights Reserved.
Better fit real-time, recent events
Amplifies other media such as TV
Supports App Install Ads
Retargeting via Tailored Audiences
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Copyright © 2014 Boostable Inc, All Rights Reserved.
Great for capturing intent to buy - conquesting works well
Unique products may not generate a lot of impressions
Can be expensive - very competitive
Optimize for mobile landing pages, can drive mobile app installs
Google Shopping Ads
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Rich product search ads
No need for keyword targeting
Optimize your product feed
Tough to generate impressions for unique products
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Display & Affiliate
Display Ads
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Retargeted display ads work
Programmatic ad exchanges
Creative really matters
Banner blindness
Affiliate Networks
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Performance works well
Choose partners carefully
Good for blogs and deal sites
Brand alignment is important
Affiliate Marketers Merchants
Commissions
Affiliate Networks
Targeted Traffic
Shift to Mobile
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Cookies don’t work any more.
FACEBOOK APPLE iAD TWITTER
Meet the new cookies:
Mobile Marketing Cycle
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Acquire
Engage
Monetize
Facebook App Install Ads
Can target via keywords or custom audiences (customer lists)
Great way to build up an app install base
Facebook, Twitter, iAd (Apple)
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Re-Engagement Ads
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Deep links into the app that was installed
Bring back users who are dropping off
Sell more products or paid content
The Buy Button
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Installing an app just to buy something?
Why not buy on Facebook or Twitter
Coming soon…
Emerging Advertising Channels
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Copyright © 2014 Boostable Inc, All Rights Reserved.
Native Advertising
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Amazon
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Copyright © 2014 Boostable Inc, All Rights Reserved.
Buzzfeed
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In Closing
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SPEND ACROSS MULTIPLE DEVICES
SPEND ACROSS THE PURCHASE FUNNEL
MEASURE, MEASURE, MEASURE
Questions?Selcuk Atli CEO, Boostable
@selcukatliwww.boostable.com selcuk@boostable.comCopyright © 2014 Boostable Inc, All Rights Reserved.
Copyright © 2014 Boostable Inc, All Rights Reserved.
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