Evgeny Marchenkov, AdSide Media

Facebook Advertising Best Practices: How to Start, Measure and Scale (Evgeny Marchenkov, CEO of AdSide Media)

Transcript

2. Facebook advertising best practices How to start, measure and scale Evgeny Marchenkov CEO @ AdSide Media evgeny@adsidemedia.com
3. About AdSide Media We help developers to bring revenue through Facebook (create ROAS-positive campaigns) ▪ Exclusively focused on Facebook and Instagram ▪ Deep analysis of each client’s business ▪ Benchmarking for in-house FB media-buying teams ▪ Media buyers from product companies ▪ Video and banner production included
4. This presentation will… …get you ready for media-buying on Facebook, and teach you: ▪ How to set up analytics ▪ What metrics to analyze ▪ How to apply metrics to the media-buying process ▪ How to start buying data on Facebook
5. How to set up analytics You need to integrate: ▪ Facebook SDK ▪ 3rd party tracker ▪ AppsFlyer ▪ Adjust ▪ Kochava ▪ Server analytics
6. Where do people fail with analytics? ▪ Sending incorrect & insufficient data ▪ Sending the same data from FB SDK and a 3rd-party tracker ▪ Setting up a different attribution window between FB & Tracker ▪ Choosing different time zones between FB & tracker ▪ Not verifying transactions properly ▪ Failing to specify currencies Remember: There will be discrepancies, but no more than 10%!
7. How to start testing… even in the dark Testing means making sure that Facebook is a profitable channel If you already have data: ▪ Run FB campaigns and make sure that CAC < LTV If you’re just starting out: ▪ Research the existing market ▪ Example from the market: Average CPI for mobile MMO 3d shooter in the US is $2.0 ▪ Client’s data: Deploy & Destroy by AppsMinistry/ LionsGate: US CPI $0.3, EUR CPI $0.05, WW CPI $0.01 (Watch the game’s FB Ad here) ▪ Measure LTV from organic traffic ▪ Start buying data on Facebook
8. Product metrics? Not just LTV Measure these… ▪ LTV ▪ ARPU ▪ ARPPU ▪ Lifetime ▪ LTV Curve …with cohort analysis
9. Getting data buying right What to buy: ▪ Installs ▪ Paying users ▪ Revenue from ad spend How to buy: ▪ Targeting ▪ Creatives ▪ Optimization
10. What to buy ▪ Installs ▪ CPI should be less than ARPU ▪ Buying cheap installs means getting less revenue ▪ Example: We used a killer FB Ad (watch it here) and got very cheap installs, but not much in return ▪ Paying users ▪ CAC should be less than ARPPU ▪ Example: We used organic ARPPU, but found out that different cohorts of paying users brought different revenue ▪ Revenue from ad spend ▪ ROAS > 1 for the specific timeframe ▪ Remember to add revenue generated by organic traffic from paid UA and to exclude the store cut (30% from revenue)
11. The holy trinity of FB media-buying Targeting Creatives Optimization
12. 5 ways to target audiences ▪ Set a wider target audience ▪ Run additional tests for the best performing narrow audiences from the first test ▪ Reuse audiences from other apps ▪ Create Custom Audiences and LALs based on the significant events in your app (e.g. Tutorial completion, Purchase, Level X achievement etc.) ▪ Target users who like your competitors
13. 4 ways to optimize media-buying ▪ Test different FB optimization types - Installs, Events, Value ▪ Start with small budgets ▪ Duplicate adsets ▪ Duplicate creatives within adsets Remember: Facebook SDK sends data about ALL users in the app
14. 3 ways to create media-buying assets ▪ Video works best when ▪ Aspect ratio 1:1 and 4:5 ▪ Up to 15 sec ▪ Attention is grabbed in the first 3 seconds ▪ Use banners to test ideas, concepts ▪ Create videos based on the best banners ▪ Use Playable ads ▪ The new way to engage users
15. AdSide Media Showreel https://youtu.be/h35Vkdzs2wE
16. Let’s wrap it up ▪ Set up analytics ▪ Measure key metrics – LTV, Lifetime, ARPU, ARPPU ▪ Use cohort analysis ▪ Start buying data ▪ Look at ROAS and predict LTV ▪ Set a wide target audience ▪ Test different optimization types (purchases, installs, value) ▪ Create videos 1:1, 4:5 up to 15 sec And you’re all set!
17. Thank you! Evgeny Marchenkov CEO @ AdSide Media evgeny@adsidemedia.com