Conqueringthe world with
Business model
Buyercommission
Sellercommission
Tremendous growth!
Conquering the world with Facebook
1. What & Strategy: Harmen Visscher
2. How & Tactics: Jeroen van Ittersum
Role of (online) paid media
Customer journey:
1. 2.
&Acquisition• Bidder registrations
• + ROI on pCLV
Reactivation• Direct commission
• + ROI on reactivation
KPI’s
Challenges
•Category awareness and intent volume
“Watch auction”
“Rolex auction”
Conquering the world
1. New auctions:• (Potential) Audience driven
2. New countries:• (Traditional) Research vs. Data
• Test and learn
The Beatles: 450.000 fans
Result
1 2 3 4
0
reg
istr
ati
on
s
Weeks
NL
Country X
Why Facebook works
•Not enough intent volume
•Broader view than ROI on LCC
•Auction based pricing
•(User based) Targeting
•Scalability and reach
At least for us
Social Advertising team
14 countries
>2 mio visitors p/m
1.000+ ad campaigns
€X00.000,00 monthly spend
10 Best Practices forFacebook Advertising
1. First things first
1.1 Goals and KPI’s
Cost per acquisition+
Customer Lifetime Value=
Return on Investment
1.2 Targeting options
Interest targeting &Lookalike targeting
Retargeting
Per auction category
1.2 Targeting options
Custom (email) audiences
1.2 Case: App vs Web users
1.2 Targeting options
1.000+ campaigns & 17.000+ ads
• My Campaign
• Campaign #1
• Oldtimers – Interest - NL
2.1 Naming conventions
VS
2.2 Duplicating campaigns
Oldtimers – Interest – NL
Catawiki.nl/oldtimerveiling
Bied nu mee!
Oldtimers – Interest – DE
Catawiki.de/oldtimerauktion
Bieten Sie mit!
2.2 Duplicating campaigns
2.2 Catawiki.it launch
3.1 Actual acquisition cost
Facebook campaign – first click Adwords campaign – last click
3.1 Problem #1 – Seeing double
Amount spent = €10Result = 1 registration
Amount spent = €10Result = 1 registration
3.1 Actual acquisition cost
Problem #2 – Who gets credit?
How do we figure this out?
3.3 Centralize all your data
Data Warehouse
3.3 Attribution model
3.3 Attribution model
3.4 Customer Lifetime Value
Campaign Level CLV
CLV Prediction
3.4 Return On Investment
•𝑅𝑂𝐼 =𝑝𝐶𝐿𝑉 𝑝𝑒𝑟 𝑟𝑒𝑔𝑖𝑠𝑡𝑟𝑎𝑡𝑖𝑜𝑛
𝐶𝑜𝑠𝑡 𝑝𝑒𝑟 𝑟𝑒𝑔𝑖𝑠𝑡𝑟𝑎𝑡𝑖𝑜𝑛
4.1 Dynamic retargeting
4.2 Tooling
•Scalable
•Optimization
•CRM connection
Questions?
Visit: catawiki.com/jobs