Andrej Pancik - Scaling e-commerce with marketing automation
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Transcript of Andrej Pancik - Scaling e-commerce with marketing automation
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Scaling e-commerce withcustom Facebook marketing automation
Andrej Pancik
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My background
Some marketing A data management platformfor ads
A lot of marketing
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Represent platform
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How do we make money?
Margin for the creatorManufacturing Work
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How do we make money?
This is how we operate
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How do we make money?
This is how traditional e-commerce operates
Margin for the creator
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How do we make money?
That is like our white glove marketing services
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How do we make money?
But usually it is this
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Who are our users?
We are a two sided marketplace
One side is influencers like
• Celebrities
• People active in their community
The other side is their buyer audiences
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Venn diagrams of our audiences
Influencer #1 audience Influencer #2 audience
Influencer #3 audience
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Venn diagrams of our audiences
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Venn diagrams of our audiences
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Why custom ads automation?
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Not a reason
A/B testing of ads and audiences
Scheduling
Rules
Templates
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1. We had bad data
We can't be investing a lot of money
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1. We had bad data
Pixels reports – 15%+ error
No Life Time Value tracking
Not appreciating business nuances
Data all over the place
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2. We didn't have the right data
We wanted actionable data points that would guide our bidding and spending1.
2.
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This is how I imagined the click cost distribution to be like
Bid
Volume
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50%
This is how I imagined the click cost distribution to be like
Bid
Volume
Your bid
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What it is really like
Bid
Volume
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70%
What it is really like
Volume
Bid
Your bid
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It's about the absolute volume you can capture
Bid
Volume
Sometimes good enough
A budget of the big company
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2. We didn't have the right data
We wanted to estimate for each audience
• The optimal long-term bidding strategy
• Its true addressable size, and overlaps
• Product affinities
1.2.
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3. We were just slow
Many products/audiences › many campaigns › a lot of mistakes
Optimizing existing campaigns
Exploring new opportunities
Traditional rules not sufficient
Traditional templates not sufficient
1.2.3.
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Sample setup
Creatives
• set for newsfeed
• set for sidebar
Campaign setup (all dark posting)
• Conversions for 300k+ audience
• Clicks + CPC
• Engagement – with direct CTA
• Retargeting + CPM
1.2.3.
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Sample setup #2
Audience tests & research
1. Owned pages data
2. Interest targeting
3. Past website data
4. Custom audiences
5. Lookalikes
6. Behavior on site
Setup pixels
Setup tracking urls
Budget / Optimization
• Initial $10 per ad set (rigorously tested)
• Quick scaling up
• Frequency cut-off
• End of campaign/relaunch
1.2.3.
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Why custom automation?
1. We had bad data2. We didn't have the right data 3. We were just slow
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Our custom toolingon top of Facebook API
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Public tools
Ad banner creator
Facebook Ad launcher
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Ad Banner Creator
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Sample ad banners
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Internal tools
Dashboard
Targeting finder
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When using Facebook API –You are on your own.
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Summary
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TL; DR
We did custom automation because it was
• difficult to get the ground truth to existing tools
• difficult to optimize bidding and spend with existing tools
• still time consuming even with some automation
We built our own stack on top of Facebook API to automate parts we didn't find elsewhere – it was tough but it worked
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Good luck!Follow me at @AndrejPancik