Chinwag Insight: Facebook Marketing - Ben Cole, Rocketer - Measurement & Monetisation

Monetisation through keyword targeting

Copyright – Rocketer 2011


>The next 5 minutes

1. Rocketer and Hercules2. Mobile network challenge3. Methods for monetising Facebook traffic4. Results5. Conclusion

Manual

Automated

Campaign Build

Campaign optimisation

Market leading algorithmic optimisation technology

Focused on the early stage

campaign build


>Hercules and Facebook’s Ads API


>The challenge for mobile networks – G2N conversions

Network credit checks

Orders Sales

London

Manchester

Birmingham

Plymouth

Glasgow

Female: 20 –

24

Female: 25 - 29

Female: 30 –

34

Female : 35 –

39

Female: 40 - 45

>Segmentation in Market Place ad campaigns


Looking for pockets of quality that can be

scaled, whilst shutting down activity that is

dragging down the overall ROI.

Approach can choke

volume


>Keyword strategy 1: Overlay profile data for handset usersKeywords for: iPhone Keywords for: Blackberry Keywords for: HTC

Strategy:Identify interests and desires for key iPhone target customers.

Sample keywords: Reach

Kings of Leon 1,961,520

Inbetweeners 1,100,180

Adobe Photoshop 59,820

The Guardian 38060

Glastonbury Festival 31,680

Strategy:Identify interests and desires for key Blackberry customer segments.


Next 409,080

Golf 225,480

BMW 104,520

Mini 35,780

Easyjet 17,200

Strategy:Identify interests and desires for key HTC customers.


Running 261,060

Zara 200,780

Gym 133,200

Audi 17,320

Mashable 25,200

2,250 sales @ blended CPA £162

Segment 3

Keyword: None

1,500 sales

@ £180

How we use keywordsAs ‘proxies’ or indicators of credit worthiness

=Segment 2

Keyword: ‘Golf’

500 sales

@ £130

Segment 1

Keyword: ‘ZARA’

250 sales

@ £115

>Keyword segments and eCPA



Broadband, Telcos

• SKY+• Virgin Media• BT• Astromax• Freesat+• Plusnet

Utilities:

• Eon• EDF• Npower• Scottish

Power• British Gas

Banks and insurers:

• Nat West• HSBC• First Direct• Lloyds• Cooperative• Barclays• AMEX---------------------• Aviva• AXA• Swiftcover• Elephant• More Than• Churchill

>Keyword strategy 2: Qualified by having accounts elsewhere


Credit score factors

Duration at current address

Ability to repay:

Electoral role

Example keywords;

• Gardening – 2.9m

• DIY - 38,000

• Wedding - 1.8m

• Labour Party – 151,000

• Online Banking – 25,000

• Number of active credit accounts• No late payments• CCJs• Spousal credit history

Length of time with current bank

Marital status

Age

Home owner

>Keyword strategy 3: Experian approach


>Conclusion

• We have seen a significant uplift in quality when using keywords as ‘credit

proxies’

• In some instances our G2N conversion rate has moved from 24% - 56%

• The challenge is achieving a healthy G2N whilst maintaining volume

• We are modelling this approach continually


>Rocketer

Approved Ad Provider

Beta API Participant

• Original Facebook API Beta Participant

• Most sophisticated API user

• Best technology platform

• 27 employees

• UK, France and Germany

Rocketer is an approved Facebook Advertising Provider. We were

invited by Facebook to integrate with the ads platform three years ago

on the back of a successful API partnership with Yahoo.

Chinwag Insight: Facebook Marketing - Ben Cole, Rocketer - Measurement & Monetisation

Business

Transcript of Chinwag Insight: Facebook Marketing - Ben Cole, Rocketer - Measurement & Monetisation