Have a seat.
What's going on guys?
I was expecting a bigger turnout considering we're talking about social and Facebook
and this is one of the biggest traffic sources out there.
But you're the lucky ones who are gonna get to...
get all the insider information. I'm gonna do some intros first.
We have a very good lineup here today.
First, we have Michal Bohanes. He's a Director at Teespring.
As you guys know, a lot of affiliates are leveraging Teespring and Facebook,
doing a lot of big numbers. It's really good.
Next, we have Maria and Mark from Facebook.
Their jobs is to grow your accounts.
They work with big companies and medium companies to
help them leverage Facebook data to get a higher ROI and drive more traffic.
And next to them, we have David Savory, also known as Zeno from STM.
He's been around the game for quite some time.
He's helped a lot of people start to make money in affiliate marketing
and he's very knowledgeable in the space.
And last and not the least, obviously, Tim Tetra.
Hopefully you guys caught his presentation earlier.
He's a really big affiliate. He has a large company, a team.
He buys primarily through social and search and Google,
all the big players, so he's very knowledgeable and
I can't wait to hear what he has to say.
Alright. So, the first question is,
what are some unique targeting features to take advantage on Facebook?
And we could just go in order and you guys could share the mics.
Yeah so... by the way I don't know... I've spoken to a couple of people here who
did not really understand the concept of Facebook... of Teespring.
Would it make sense for me to just... like a very brief overview how it works?
Okay, so on Teespring...
Teespring is a commerce platform where you essentially... you create a design
and then, you target a relevant audience on Facebook...
mainly, it's being done on Facebook. No other major social platforms use ads...
for that... our sellers do not use really other social platforms to target as.
And what you usually do is like you target passionate niches.
So, let's say motorbike, motorcyclist.
You say, "I'm a motorcycling grand dad."
and then, you target on Facebook people who are demographic.
They fit to demographic that they are grandparents, grandfathers
and that they have a passion for motorcycling, alright.
And so, the one absolutely key feature that on...
that is on Facebook that our sellers leverage is the relevant score of certain...
and the affinity score of certain niches like for example, you take on
a certain motorcycling magazine that people in this generation would use in a given country.
For example, you target motorrad.de in Germany
and those people then, have a very high likelihood of
liking, you know, being in the market for something that is motorcycling related.
And that of course, you... this is where then the secret source of many marketers comes from
because you don't just simply target people who like motorcycling as such.
That's too broad topic. But with some really serious digging,
you can really get into the meat of it and can find magazines,
clubs, publications, influencers in that space.
And then, you see and this is in the part of audience insights
that then can tell you these people have a really high affinity
much higher than you would get from if you for example only targeted
motorcycling as a broad category.
So, I think this one drill down is the single most important thing
that our sellers use to be successful on Facebook.
And I think most people would wanna know,
is the affiliate channel still a big channel for Teespring?
Are you still driving a lot of traffic there?
No, no and that's why we're slightly... Teespring is a bit of an odd man out here
at this conference in that we don't really do...
we don't have affiliate as a traffic source.
We have... Facebook is one of the main traffic sources because simply,
the demographic data, the interest data, the passions that the people have
is so strong on Facebook like nowhere else.
Of course it's a good thing, it's also partially a bad thing for us, right?
Because it makes the sellers very much dependent on Facebook.
But what we call affiliate are simply multipliers, are people who train sellers.
They educate them about trademark, copyright violations.
They tell them how to, you know, find good designers and so on.
So, this is what we call affiliates but we don't usually work with traditional affiliate models.
Maybe that's something to look into in the future.
So far, we haven't been successful with that.
Mark?
So, Maria and I, we're client service reps for about 2 dozen advertisers, mostly in the US.
They do, combined about 200 million a year and 75% of that is mobile only look-alikes
combined with website conversion OCPM optimized ads.
And at that, I think when we start working with new people,
what we focus on more than anything else now
is just what data do you have to bring to the table that's gonna pair nicely with our
look-alike algorithm and give you an audience totally unique to you.
So, for instance it's... what it basically is, is if the audience isn't familiar,
you take an email address list, let's say a 5,000 people. Upload it to Facebook.
We can match your... those email addresses with our users in a privately safe way
and this audience gets created in your account.
You can then, in one click, run that through
what's basically just a massive logistic regression model
and it tries to pick out what are, for your seed group,
what are like the 5 or 10 things that make that group very similar.
It could be on interest type stuff. It could be on demographic stuff,
the type of app they click...
Ton... like there's 10,000 different factors and then, we'll create...
it's basically like a magnifying glass of your 5,000 users...
we'll come up with an audience of 2 million, 5 million, 10 million people
and you have control over this threshold.
And I think advertisers, particularly in the performance-based that have mastered that
are wildly outperforming others... way more so than creative in terms of making a difference.
Is there other data besides email that could be used to create these profiles?
Yes. So, you can use phone number as well in addition to email.
Email tends to have the best match rate. Phone number, a little bit worse than that.
And those are the 2 main ones right now, although if you have
app act-... like an app and app activity, you can use app ID...
some type of like identifier from that to feed in it as well.
I think Mark pretty much answered that question from the Facebook side.
So, I'll pass it down here and I will be dividing and conquering the questions directed to us.
Okay, so I mean a lot of the targeting on Facebook is very characteristic.
It's based on user characteristics and
the ability to target people comes from the fact that they are
willing to almost like naively share a lot of information about themselves.
So, people get really like antagonized by anything about privacy online,
yet they'll quite happily, you know, post a selfie of them in their new bikini on Snapchat
or something like that for the world to see.
So, you can target people by almost anything on Facebook
related to that user characteristic, whether it's their gender, their age,
their, you know, who they're interested in, whether they're single or engaged,
or they're been engaged for like 6 months... whatever that kind of thing is.
But there's also behavioral targeting as well, which is kind of a more...
of a recent addition to Facebook since iStack was actually created.
And in terms of targeting things which I kinda find quite interesting,
Facebook is changing very, very often.
It's very fluid platform in terms of how it actually
adapts to the market and adds new features and functionality.
One of the newer features which I think is really cool is audience intersecting.
So, this is their ability to take an audience of say 2 million people
in the United States who like Iron Man the movie, for example.
And then, you have a second audience who like
the Avengers movie and that might be 3.3 million people.
And what you can actually do now is an and/or operator where you can say
this and this and you can imagine it like a Venn diagram where they have to overlap
and you now might get the hundred and twenty thousand people
in the middle who actually belong to both of those categories
who now generally like, probably more passionate about Marvel films or whatever.
So, I think that is really a cool targeting feature that is provided.
And the other one which I really like are the purchase behaviors that are available.
So, stuff that actually comes in from third parties,
where you can target people who are known to do
certain actions from outside of Facebook where those actions carry more purchase intent
because I mean on Facebook natively,
most of the targeting parameters you have aren't really based on user intent
as opposed to something like AdWords where people search for like...
you know, the best thing to solve this problem.
And then, you can kind of take things from outside of Facebook, bring them in
so that you get a much narrow audience which is known to from third-party data...
have more likelihood to actually convert
or do some action that you wanna generate downstream.
And from a performance marketer, this is kind of really useful to you cause
you can test people who are, you know, single versus engaged and all these things.
But you kind of want some downstream action to actually occur for you to get paid.
So, from that point of view, that kind of purchase intent targeting is very, very valuable.
I... well, I just wanna add something on that.
I think the broad category targeting is great,
just from what we've seen from experience,
using your first party custom audience data, intent is at the end cheaper,
at the end of the day, overall, just from some analysis we did internally.
I do think it's worth to certainly testing the broad categories,
interests targeting, partner categories and kinda seeing
what test is best for your particular campaigns.
Everyone has kind of gone over a lot of the stuff that I was gonna
talk about but I would say that for me, one thing I would add is that
having experience on a lot of other platforms is that
I think the singular, biggest and most important trait that
you can do for targeting on Facebook is that
on platforms like Google and stuff like that,
even something as simple as gender of the person
that you're targeting is 60% of the time wrong
because you have a wife or something using the computer of her husband and stuff.
And then, you know, Google misclassified the behavior of the person,
whereas on Facebook it's very definitive that when somebody registers,
their demographic data is going to be accurate.
It's gonna be... if you have a local clinic for, you know,
breast cancer screening or something like that you can only wanna target
females of a certain age and that's something that you really can't do very easily
with really any... a lot of other platforms.
I mean in Google you can do search-based stuff but
if you're doing any type of content network or audience network,
it's gonna be a lot more difficult to drill down into that unless you have...
and that's one area I think that Facebook does really well.
We talked about a lot of interesting ways to leverage data but I think, for most people here,
they'd like to hear specific examples and I know you covered one,
if you wanna add another one that kind of show a creative way where you're using,
you know, either audience look-alikes or other types of ad units,
something so it could spark people's imagination cause so far
we've been talking on a high-level and I think
specific examples of a campaign may benefit a lot of people here.
Sure. So, one and one... sorry, is it Mark? You name... sorry.
So, one thing that Mark mentioned is of course look-alike audiences and you then ask
what are other ways to target look-alikes. Well one really interesting way of doing
that and expanding on your Teespring campaign
is to use look-alike audiences from people who actually purchase your product.
So, you run a campaign, you target the motorcycling grand dads for example,
as I mentioned. You get... you rack up to... you need to rack up hundreds conversions.
You do that and of course with a conversion pixel via Facebook that you can track that,
you know which people you built that into a custom audience
and then, you replicate this custom audience. And that's gold.
I mean, this is amazing because you are not relying any more on people who
you hope that will have a certain affinity for a certain product or for a certain niche.
But, you know, that these people have actually purchased, right?
You could be a grand dad who is motorcycling but you would never buy a...
let's say a relatively tacky shirt, you know, that shows like a grand dads who do crutches,
you know, and just threw into the side and the motorcycle, right?
But those people who have purchased it,
that's like, if you can activate a look-alike audience for that
and Facebook can take all the signals that they have in the backend
and can match those people, this set of people
to the millions that are out there...
that's gold and this is especially important for... I'm a representative from Teespring Europe.
It is really important for Europe to have this look like audience so please don't it take away.
So, it is really important to do that because people in Europe tend to be slightly less...
you correct me if I'm wrong, self declaratory than all the Americans, alright.
So, they...
I won't take that as an insult.
Where you from?
U.S.
No, but it's true. I mean really... people tend to be much more open about their likes,
their preferences, people on average I think like many more different pages
on... in the US than they do in Europe.
And therefore, you simply have less meat to work with in Europe.
That's why having look-alike audiences... that can do the work for you in the backend
although of course, this also means that Facebook retains some of the power, right?
You don't know any more. You don't do that alfresco anymore
that you can actually target these people
but at least you have a really powerful tool with the look-alike audiences,
taking people who have already purchased.
I promise we won't take it away.
Thank you.
You know, and one really good example I was just thinking of is...
this lead aggregator that does essentially just mortgage refinance leads.
So, they are selling that leads to various banks.
So, they're not really collecting the LTV for the customers and
if they close or not like theoretically they could
if they had good enough relationships with certain banks.
And that's definitely something we see like the better your end relationships are
with whoever you're selling the leads to, the better.
But if you don't have that, one thing this client was doing is
they were modeling a predicted LTV score based on
how people were responding to certain things within their like 4-page lead flow.
So, if the credit score answers were certain thing, if...
household income was a certain thing, zip code... they were
basically calculating the score on their own
and for everybody who filled out the form
they were collecting this over years and years and they were running
the highest bonds of scores through the look-alike model and it was extremely successful.
So, even though they weren't retaining all the data down the line,
they could project enough that it worked pretty well.
I think Maria has some specific creative examples.
Yeah. It's actually build on then refined, something that we haven't covered on is
you have to take into account the life cycle of your product.
If you are offering someone in mortgage, you're locked in for certain amount of rates,
so those people who have converted on this ads,
you're gonna wanna exclude them so you're making sure you're not retargeting them
and not wasting impressions on them.
In terms of the creative, it's more...
you can kind of silo your creative towards different likes and interests for example.
My feed is dominated by food and travel because those are the top interests I have.
So, you have the ability to actually hyper target... Airbnb did a great campaign based on
kind of getting out of the office or the shop or whatever your
job was and going and having fun.
It was hashtag like get out, go have fun, hotels tonight, sort of thing.
And each piece of creative was targeted to a different audience
and they were able to see really good results
because the most relevant creative with any user resonates the best
and you're likely to get the higher conversions that way.
So, to reiterate what Michal mentioned earlier about
people in Europe being kind of a bit more private about information,
this is most certainly true. If you go target on Facebook and you target everyone in the US
and you pick something simple like has a master's degree,
the actual drop in the audience size might be, you know, like 98% or whatever.
If you go do it in like Germany or something like that, it's so extremely different.
It's like there's so many different things that people
are less likely to actually reveal and have on their personal profile in Europe
and that's something to be aware of when you're actually testing things there.
It makes... it definitely makes look-alike audiences much more... have a much higher utility.
Now, in terms of what has worked well for me that might be practically usable for...
for some of you guys in your campaigns like when you walk away from here today,
it's look-alike audiences and custom audience again.
So, a lot of people... obviously the best custom audience you can have is a buyers list, right?
Whether it's an email list, a phone list or whatever.
Everyone kinda wants a buyers list and they say the money in the list.
And then, when you get to Facebook, you can actually grow and make a list...
you can make something based on that list. It's obviously gold.
But for some people and especially for affiliate office, sometimes you're limited there.
Many of you will know that if you're running say mobile app installs,
you can't just pop Facebook's like JavaScript tracking or even image-based tracking
on the conversion page or event or wherever that actually event occurs
to actually generate a buyers list.
One thing you can do is take a step back and go to say your landing page
if you're using that and what you can actually do is
specifically track people who have clicked through your landing page.
So, this isn't a buyers list but this is a list of people who have demonstrated
some higher intent to actually purchase or
shows... have showed higher interest in whatever it is that you're selling.
You can also... you'll also get a lot more
actual people in this list a lot faster than you will in sellers list like,
it could be fifty to a hundred times faster simply because of the conversion rate on the offer.
You can take this and then, you can actually make a...
a look-alike audience based on that as well and that can be very, very useful.
And that has worked for me in the past as well,
especially when you're targeting very, very niche... very, very small audiences
of people and you actually get them to work
and you can't really get a big enough buyers list for whatever reason to build a...
a useful look-alike audience from that. So, that's something you can very easily do.
I will present something about that in AMC Live tomorrow where I kind of used that.
I rarely made great use of it in the actual case study I'm showing because it kind of takes time.
But yeah, that is something I definitely recommend looking into
if you are actually running stuff on Facebook.
You're using landing pages and you're not using look-alike audiences effectively.
Tim?
Once again you guys kinda covered a lot of the stuff about the custom audiences but
I think as affiliates, a lot of us here like you alluded to before,
we don't have the ability to do custom audiences or
look-alike audiences cause we don't have the ability to get our retargeting pixel on...
on the final page cause by the definition, as affiliates were not the offer owners.
But from a lot of my test on my own, I would say one thing to keep in mind is that
Facebook has a lot of strengths, one of it which is that
you have crazy amounts of volume on Facebook.
That's a really big thing to keep in mind. And also the... the...
if your intent is CPI or CPL or CPS, I think look-alike audiences will make sense for different ones
as a personal test that I've done before on app installs that we've done.
I think we did like 7. We had like a group of like 7... 8 million
custom audience for one country. I think it was Turkey or Brazil or something
and just for fun I did 1%, 3%, 5% look-alike audience and
in the look-alike audiences you get a slightly higher percent conversion rate.
But if you actually take a look at what you're spending to for each person,
it is actually more expensive to go after the look-alike audiences than to just go straight
and target broad for something that's as broad appeal as like a utility app or something like that
where 20%... 25% of the audience that you're gonna be slinging it to will
most likely have some amount of interest in.
Now, if you're doing like mortgage or like very specific stuff like that
then, yes you need to have like, you know, look-alike audience and stuff like that.
The affinity can very quickly exponentially make sense for you to go down that route.
This question is actually specifically for our Facebook team here.
So, obviously Facebook's constantly evolving with the ads that they're showing and
they got into mobile and now, they're starting to release ads on Instagram,
I wanted to talk about where is Facebook heading with their ads,
what the goal is and maybe kind of give people a heads up about what to expect in the future.
Sure, so we're actually have already launched 2 new products that I think
are very, very relevant for the group here.
One is our lead gen unit which we'll just run down how it works.
I know a lot of aggregators and affiliates
currently can't use it just because of the policy implications.
Facebook doesn't want our user base to think that
we just wanna spam them with a bunch of different offerings
for various services by them submitting a lead.
So, how the product works is basically within the Facebook interstitial,
you submit an ad, sign up now, you collect
anywhere from 21 field of pre-populated data that we have in our end,
name, phone number, email address is probably going to be the most beneficial for you.
After that submitted, the lead goes into either an Excel database
within our interface business manager or if you use one of our CRM partners like Marketo,
they can collect it for you and do the data analysis on the back end to vet for quality.
We're rolling out something called continuous flow
where after the lead is submitted to you guys off of Facebook,
it takes you to your landing page so you will have the ability to collect more PII data
that we will never allow to have on our platform.
So, I'm happy to talk more about this offline with you guys at the speaker's cocktail reception.
For those of you who can't utilize the lead gen unit yet,
carousel ads have shown great success.
You're basically getting more real estate on the Facebook platform.
You have up to 2 to 5 images within a scroll, that can be video and or image,
different landing pages for each one or the same depending on how you wanna do it.
We've seen success with different advertisers.
Use it to tell a story for dating for example.
Tinders use a lot of ads where it's like,
you know, swipe rate, go on a date, meet someone, get married kinda thing
to kinda show the whole progression of like what the potential possibilities are.
Just some stats I've actually pulled before this on both the lead unit and carousel ads.
So, for the lead unit, an automotive company over the past few months has been testing it
and they have seen leads per month increased by 567% while their CPLs have reduced 85%.
For the carousel ad unit, 2 examples...
One, a dating client... increase their CTR 1.2X versus link ads
and for a financial services client, they've decreased their CPL
by 40% while also increasing CTR by 57%.
Yeah and... I think, a bit like higher level, I think one thing Facebook wants to do is figure out...
alright we have all these information about people,
been around for 10 years now, everything is stored in some way and
we know what type of ads you like, how many friends you have,
where your hometown is, if you're traveling, all this stuff
and I think the goal, longer term is gonna be how do you use that data not just on Facebook
but broader in display both mobile, desktop, wherever.
I think the Atlas acquisition for Microsoft was a big part of that
and I think you'll start seeing more and more examples of this over the next year or two.
The first one was the audience network where,
when you're creating ads, you can now launch which is kinda like one click.
Do you wanna have it on mobile feed, desktop feed, the audience network which is
kind of the mobile web and app ecosystem but powered by Facebook data.
So, we have select partners that are vetted actually through a...
a pretty rigorous interview process of who can be a part of that.
And then, Instagram as well was another example outside acquisition but now,
that's completely powered by the Facebook ad back ends.
Everything is gonna be exactly the same. So, I think you'll start to see more of that.
This question is actually outside of Facebook. So...
although Facebook is obviously very large, there's other social networks out there.
And for affiliates, oftentimes, these are overlooked and to be very profitable,
so I just wanna ask if you've done any marketing outside of Facebook on a social network?
What kind of results you've had? Obviously, the Facebook team could skip this one.
But yeah, have you tried any other social networks and what kind of results did you get?
Yeah, it's a really interesting question. We... especially because our...
our sellers are very keen to be able to diversify away from Facebook if they can, right?
So, they are constantly trying new things,
although they're very grateful for Facebook to be there
but of course you want to try and get the edge, you know, and
to do something that somebody else is not doing.
So, people have tried Instagram of course which is still Facebook but there
we've seen and from what I've heard and I'm kind of on the...
on the forums and so and so... I observe what sellers are talking about.
The unison verdict on Instagram seems to be amazing engagement,
great engagement but no sales. I don't know if you can confirm that
if you guys have tracking that, it will be really interesting to know
and to get that from maybe from outside of Teespring to get a testimony there.
People love it, they like it, they share it but they don't buy.
When it comes to Pinterest, some... we do see a little bit of traffic coming from Pinterest
from sponsored pins and what is really good on Pinterest,
not so much the ads because the ads are...
so far and I don't know if this has changed but last time I looked
it was still only available for sellers based in the United States.
So, Pinterest works for organic traffic.
So, that is one source of potential traffic where you... that you can sell on Teespring.
However, there it's not just about the right demographic.
You know, Teespring has a very strong bias towards people who are a lot like passionate...
passionate hobbies and so on and for that,
Pinterest is a bit more of a static craving crowd
which is not necessarily the 100% match with Teespring itself.
And then, finally we do have some Twitter traffic as well.
With Twitter it's... you can easily target people, you know, even on a micro basis
that follows somebody so that is something that obviously works
and some people are using it but we don't see nowhere near as much.
You know, there's no... only because you follow one particular person,
I think if it's like... let's say if you're into golf and you follow Tiger Woods,
you're very unlikely to be a really golf aficionado.
But if you are targeting a much more obscure golfer,
that means that you are much more likely even if, you know, him or her
that means that probably you are quite passionate about it because the general public
doesn't know that particular golfer.
So, it does work from... on Twitter but compare to Facebook again, it's small.
I tend to focus on Facebook and I'm a fan of mastering one traffic source.
So, I haven't really tested any other social networks in any large capacity.
I wanted to test Pinterest but as Michal said, you have to be based in the US.
They don't seem to like us Kiwis...
So, I haven't tested that yet but obviously there will be issues there
cause Facebook is... it's a behemoth of a platform and it's very complex.
But at the same time, there's so many things that are beneficial, in terms of targeting
that going to any other platform can kinda be...
a bit shocking when you kind of used to what your... what you usually work with.
The one network that I know other people have used to a great extent or has worked well
is I think VKontakte in Russia which for the Russian market,
generally works relatively well because it's quite popular there
and obviously, if you're marketing people in China,
Facebook's potentially not the best social network to actually work with.
But otherwise I tend to focus on Facebook. I mean, why would you need anything else?
We're all on Facebook, right?
Can I... can I just add something on VKontakte?
Sorry. It was really interesting. We ran a test but not the...
the targeting features on VKontakte. It's just no comparison to Facebook, right?
It's much more coarse, you cannot go into this level of detail that you can go
on Facebook with regards to affinities for certain niche, interest and so on.
Sorry for interrupting.
I have a quick question for the Facebook team here about what are you guys...
what are your monthly active users at right now for just the Facebook platform, roughly?
It's, globally... is it 1.4?
1.5 now.
1.5 billion.
Yeah. So, my point is, you take the 1.5 billion from there.
You take the roughly 400 million from Instagram.
You got 1.9 billion... you take a look at Ins-... you take a look at like Pinterest...
Twitter is like smaller than Instagram. Why would you even waste your time,
like wasting... looking anywhere else and with the level of maturity that Facebook has
and the level of targeting and everything else, I mean,
I've done Twitter, I've done Pinterest based in the US
and it's just... it's a waste of time like for me at least...
for what we do compared to what Facebook can offer.
Almost every other ad platform out there is just like you're gonna get such lower quality.
It's a... even, you know, we've mentioned this a little bit earlier about,
like Instagram still kinda finding their way right now with their ad platform and stuff.
Our own tests show that quality is generally maybe 40... 50% half as good as...
as the actual Facebook inventories but prices are maybe one-fourth or one-fifth,
so that's a good value proposition but...
I mean, you got to think, that's Instagram and...
and you look at some of the other ones who are struggling to monetize and stuff,
it's just not... doesn't bode very well for them.
I would be interested, if you guys have an opinion on this
because it hurts me as an ex-Googler to see that
Google Plus has of course, from an advertising standpoint, gone nowhere.
There's nothing... nothing worth mentioning there
but I just wonder why Google is not getting into the game of let's say interest targeting
because they must know... they know so much about you.
I mean there's... all those different Google thing...
Google services that you have, you have calendar, you have...
you have Gmail, you have Google docs, whatever, you...
they know your search history and everything.
So, I just wonder, is this simply a fear of, you know, the cry wolf privacy thing.
I don't know if you guys have an opinion. Sorry I just came up with that.
I like that... Nice.
Why is Google not getting into... that game?
You have an opinion?
For me, I know that... I mean you can't target by...
what Google thinks people are interested in stuff. It's just,
in general, it's not as... it's not very accurate at all.
I'm sure some people can tell you the same thing.
Even on Facebook where you have much more data,
a lot of times, you target pretty broad. It's gonna be pretty inaccurate.
If you're like, for example you target anyone who likes marketing.
It's gonna be a very broad type of people but then, if you like
target everybody who likes say Stack That Money or something like that,
it's gonna be a much more focused group.
Google for the most part, I think when you target,
you can target interests that are just super, super, super broad.
So first of all you can't target Stack That Money on Facebook.
I've tried. He has tried too.
But we do have retargeting lists obviously.
We're not silly... we've been tracking you guys for like 3 years.
So, there's actually a lot of stuff that Google offers in terms of targeting.
I've seen some of those stuff that they do offer behind the scenes that
is not so apparent to people trying to get into things.
And yeah... it's super creepy... how easily they can follow you around the internet,
serve you ads on some website 17 days later based on whether you
watched the video on YouTube for more than 7 seconds.
They do offer a lot. It's just different to Facebook
and it's... I mean it's a diff-... if you're talking about AdWords and search, I mean it's...
it's kind of a completely different platform and a different ecosystem
but they can definitely track you and target you in
very, very, very precise ways that are just different to Facebook.
But in terms of Google Plus, I mean I don't know. I don't even use Google Plus,
so I'm not even sure if there's ads on there.
But I mean Google makes a lot of money from...
from AdWords and things, so perhaps they just have their time allocated where...
they're not trying to compete directly with Facebook in terms of like social stuff.
Yeah... I think one good thing that's happened is
Google and Facebook have really been pushing each other forward.
Like, just at the last ad week, Google released look-alikes to the public
and I mean, that's something we started a year or two ago.
And I know there's a lot of internal work going on where we were trying to figure out,
like how do we do more intent-based stuff because they're the intent king.
And I think next... maybe mid next year, you'll start seeing some advances around that.
So, I think it's really good from a competitive standpoint and it...
the one thing that I was just thinking of it's... and I don't know...
it depends on what product you have but like
just having a really great attribution system that's not necessarily all last click
cause a lot of times because we're not an intent-based platform,
people are finding out about stuff for the first time on Facebook
and then, you know, can vary on Google later.
And it gets really complicated as one of the talks this morning mentioned about
just cross device, cross channel, how do you do that in an app-based world.
But there are ways to do it effectively and...
and just spending time really focusing on that piece is important I think.
Okay. Next, we're gonna try to cover an important issue here.
So, there's tension that exists between Facebook advertisers and users constantly, right?
I mean, in ideal world, we affiliates would love to just write whatever we want in our ad copy
and Facebook has to take care of its user's cause that's how they make their money.
So, there's this balance that struck. So, what I wanna talk about is how...
how do you find that balance and how do you build a relationship with Facebook?
A lot of people in this audience probably don't have an account rep
and, you know, they get frustrated with hitting walls and walls working with Facebook.
So, how do you overcome that wall and how do you develop a relationship
with Facebook which kinda grow your business.
Sure, so I think there's a few steps to go about
just... regarding your relationship with Facebook in a positive light.
The first thing, I think is the most important is review and understand our ad policy.
There are certain things on the platform that will never be allowed.
For example, the direct sale of pharmaceutical
on Facebook, we'll never allow. There's just too much risk.
However, you can inform users about different pharma products
as long as your landing page is not taking them to buy anything.
So, we have a really great reference that I can post in the group of our detailed ad policy.
Obviously, the most gray area...
offerings on Facebook are healthcare, anything medical related.
Financial services to the degree of taking PII information,
asking a user what their net income is, is not allowed.
Also just a... like little nuances, using the word you or your,
calling out a direct user. We find from testing that users think it's creepy
and they ask us like, "Oh, how does Facebook know that I went to school here."
Just from the simple phrase of "You went to University of Virginia.
Learn more about getting a Masters at University of Phoenix."
So, those are just little nuances that we tend to stir away from and the more compliant you are...
once you get to a certain level, you're not getting a lot of disapprovals.
I think the next best step is reaching out to our wonderful small, medium business team
who support advertisers at all levels of spend.
We are actually working on an initiative which is why and the reason we're here
is to build out a global performance marketing team to work more with you guys
and help you grow and scale your business.
And at the cocktail, I would love just to speak more one-on-one
and learn more about what you guys do
and how we can get use the right department in Facebook, whether that's
global sales, what we do or SMV and just kind of an idea of the different levels of service.
You would start with an SMV rep. They have a book of business of...
anywhere from ten to hundreds of accounts where depending on what tier you're falling in,
give you different levels of service, be able to help with the policy issues,
any bugs, finance, credit issues.
Once you get to a certain point, we work very closely with that SMV team
to find clients that fit within our book of business that we think
we can help scale to... in a higher level.
And then, we just work on that relationship and making sure we maintain the
policy compliance aspect of it.
Once you do get to that managed level of global service,
you get into lots of alphas betas and there's a lot that comes with it.
So, I think just step one, being as policy compliant as you can
is gonna go the longest way in the eyes of Facebook.
Yeah, and the other thing I'd add just for my organizational standpoint
is it's very much an engineering and product first culture.
So, everybody there who's actually in charge of developing things and creating things
is totally divorced from the sales side and the revenue side.
And it's... I think it's just because Mark Zuckerberg that's...
that's his background and engineering really makes all the decisions
and they care about user engagement more than anything else.
Like, when in terms of negative feedback, we track like
40 different kinds of... different types of negative feedback and...
and they're testing that at any given time and how that's affecting users and...
they really, really are passionate about that point cause
I mean, if you look at the history of social media giants just failing
went... like MySpace for instance or AOL like you can have all of the traffic
and then, if you don't have user engagement like we do now,
the whole thing kinda just goes away. So, there's a lot of concern over that but
at the same time, you have to find a balance between like
it's nothing without the advertiser community as well. And I think that's something that
we're trying to get better at in the performance marketing space and it's...
we haven't done a great job internally of having the resources to give you guys
of, like individualized reps as much as possible in the past like,
we've... Facebook has been more focused on,
"Let's stuff a bunch of reps on American Express cause they have a huge direct mail budget.
And how do we... how do we start tapping into that and working that organization."
But I think it's gonna change for the better over time, just a bit next year or a year after.
Does anyone else on the panel wanna talk about personal experience or any tips?
So, one interesting experience that we had is
we saw from a couple of sellers, there was this
wave of t-shirts that were going around that said,
"I may be old but at least I saw whatever the greatest bands of all time."
you know, and there's like an almost like Led Zepp-... looks a bit like Led Zeppelin.
You cannot do that for trademark reason but it looks a bit like them...
and so on. So, this "I may be old" phrase was
apparently we then, learned that Facebook doesn't like it particularly
because it reminds people that they're old.
And the thing is though that unfortunately these kind of things,
we kind of heard it through the grapevine through some connection
which is why it's important for us to build connections to Facebook.
But the upshot was that people were not really...
the account wasn't banned or anything like that.
It was simply that the ads were delivering much worse
and people were just wondering why is this happening
and that's kind of... that's tricky for us, like from our standpoint,
we would much more prefer a binary approach. Tell us what is okay and what is not okay.
And then, kinda... or you can also like create new rules as we...
as we go and if you kinda update this rule book, that will be great.
But this kind of leaving it in a gray area where you say,
"Well, we don't like it that much and definitely we're gonna de-prioritize you."
That's something that is a little bit kind of arduous to keep up with and to...
Yeah, because you wonder am I doing something wrong in this one campaign?
Am I... whatever, not targeting the right audience and
it's... you need to know, "Well, Facebook doesn't like 'I may be old t-shirts', right?"
But that's just an anecdote.
Tim, little tips?
I have something. So, just in response to say that 'I am old t-shirts',
anything having to do with calling out a specific user's age,
how you see things it's not compliant.
Just so you guys kinda understand how our policy model works in terms of disapprovals
is every single ad gets its own score.
I think a 1 is considered completely non-compliant and it won't deliver whatsoever.
The 2's and the 3's which our system considers low quality based on X out rates,
relevant score, different sorts of engagement feedback,
they will kind of throttle delivery or make your bids more expensive at the end of the day.
So, that's just kind of how our back-end machine learning works
and every day it's developed differently. They throw different keywords in there
that are non-compliant or might deliver you less volume
so that's just kind of how they've built out our back system.
Speaking of... do you wanna add something?
Yeah, I was just gonna stay on the machine learning part it is hard
but one thing to keep in mind just with auction math that...
I don't think we mentioned on the panel at all is your bid is never actually your bid.
So, let's say you're running a CPC campaign on Facebook,
you're bidding $6 CPM, that's gonna get multiplied...
every user and ad have their own score. Like if...
you're running an ad and it's served to both of us, our scores in terms of how
the system thinks we're gonna respond to things are gonna be different
because this model in the back end is basically doing a probability calculation on
your click rate historically based on all ad activity
and similar ads to this one and the same for me. So, your bid gets modified that way
and then, in addition to that, there is a like positive and negative multiplier based on
what this system thinks the X out rate of that ad's going to be,
same type of probability model at play.
And we can hurt your bid as a result to that.
So, there's a lot going on behind the scenes and in general it's probably better to...
I... that's why I think you should focus more on the targeting aspect and the image aspect but
be careful with the wording cause there's a lot of machine learning in place
to penalize certain types of wording and they're pretty good with what they're scanning for.
So, let's talk about that a little bit more,
how to balance click-through rate and conversion rate, do it effectively.
Obviously, you're gonna make ads that are very shocking, drive high click-through rate
with the algorithm that's a high engagement in getting cheap traffic
but the same time that's not necessarily a quality user. So...
just give some tips to this audience on how to best manage those 2 metrics?
Yeah and I'd...
Tim hasn't spoken in awhile.
I kinda did my talk about this yesterday actually. I mean if you balance...
if you just aim to shock somebody, it's not always going to be
the best result for what you're trying to do,
whether it's a lead generation, whether it's install, whether it's a sale or whatever.
If you get clicks it doesn't... it's not gonna necessarily convert.
So, I wouldn't say to just go for really aggressive or really...
try to shock people or try to get high CTRs,
You need to make sure that your images are relevant and they're clear and their emotional.
Yeah, anybody else?
I think what I would say is focus on figuring out if you can use our OCPM,
optimized for conversion bidding off of a pixel
and try to do a lot of the legwork that way
so that you don't have to be as crazy with the creative piece.
Because it let... what it does is similar to what I was just talking about with
calculating click probabilities, it calculates conversion probability for an individual user
based on how much traffics go into that pixel historically
wherever you place it on your landing page.
So, you really... you need to have like some landing page
or lead process that you own in order to do this.
But, I mean it's so... it gets so good when you run a ton of traffic to it that...
we've seen people that are doing nothing else but like age targeting and
OCPM for conversion bidding and it's working astonishingly well
and nothing else overlaid on top.
Cause the... I mean the text in the creative and the shocking stuff,
like that's probably gonna get penalized in some way
unless you're really, really creative with it but, you know a few...
So, I was gonna say if the mic was passed to me first, that there's 3 things.
There's clarity, emotion and relevance. So, it's kind of true.
You're... obviously the composition of your image and what it actually looks like
really, really matters but on the other side of things, there's who you're actually targeting
and how well that actually resonates with that market.
So, you really need to know your market.
I do a lot of gaming stuff and quite often I see ads which are honestly just terrible.
Like people just kind of find a screenshot or something on Google images.
They throw it up and they think gamers will like it
and they'll get sent to that whatever page they're gonna send to
and they'll convert because their ad was okay. It did its job.
But quite often the ad is just terrible because the person has no idea
what that actual market engages with and is interested with.
So, there's kind of 2 components. First of all, make better ads, like
get... if you're not ad creative, get someone who is good at making ads and test.
Test a lot of different ads, test things that actually get people's attention
in that specific audience, like you're never gonna be successful...
you're not gonna be perpetually successful for a long time
if all you do is try a new shocking images on every market
just to get their attention because the relevance is extremely low.
And then, you're gonna always have to have a landing page after that which
tries to basically make up for a lot of the laziness
you had in terms of your creative strategy.
So, make your ads better, target specific audience,
learn what that market actually engages with
and actually give them something that's interesting
based on the actual interest and the demographics that you're targeting.
Use a landing page that kind of makes up for the fact that
it might have been quite expensive to get people
to actually click on your ads and then, just test.
I mean, that's what we do and ultimately,
testing lots of things and thinking outside of the box solves a lot of our problems.
On that front we... our data team has actually found out something that
for Facebook will not be in use but for us it was and it's quite important,
is that if you are in a certain niche and that tends to be a...
you throw a lot of different ideas out there which
Teespring is actually the case we kind of have, almost like a VC model,
a given seller when they... when they set up 10 campaigns,
2 of them will actually make the money, the rest will...
either not at all or in a very mediocre way.
That also means that they... everybody creates ads in a kinda factor like fashion.
All the ads look more or less the same. It's a floating t-shirt with a red border.
The less you use this and the more creative your ad creative is,
the higher your relevancy score and relevancy score is everything.
It matters so much, your ads delivery will be improved
and you will pay much less, you know.
So, the... improving the ad creative and making it unique,
stand out, even to a point where if you, for example put a t-shirt on a human, on a model
and you put that as an ad. It matters that that human is like your demographics.
So, if it's like, if you use the motorcycling grand dads,
you better have it on an elderly gentleman, right?
And not on a, you know, a 30-year old
So, that just ad creative matters a huge deal when it comes to both CTR and then, conversion.
At this point, I think I covered all the topics that I wanted to cover.
If you guys have any final thoughts and kind of
talk about where you think things are headed,
kinda just go over that and yeah we can end.
I would be particularly curious from...
to hear from the panel with your experiences were
with regards to the new Facebook pixel, there's a new conversion pixel out.
It has replaced... I mean, they will be phased out in somewhere mid-2016.
The niche specific pixels that our sellers are currently using
and there's kind of one big pixel to rule them all.
Of course it means less power to the seller which I think is a...
is an interesting kind of bellwether for things to come
at least that's what I've heard from a couple of sellers that
Facebook wants to retain more control at the same time it is... it's going to be improved.
It reduces the total number of conversion pixels that you have
on your checkout pages and so on. So, I just wonder if
you guys could talk to that, I'll be really interested.
Yeah, that's a really good point and it's...
by mid-2016, it's gonna be a forced transition but until then, you can still use the old one.
And basically, the way it had been going is
you have a pixel, let's say you have a 3-page lead form,
you can choose what page on that form you wanted to fire on
and with the OCPM bidding you can optimize toward people who are
likely to convert, given the traffic that's flowing to the pixel.
So that's the old way, with the new one, you'll have one pixel per ad account
and it will come pre-loaded with 9... they're calling them "standard events".
Things like adding to cart or check out or viewing a page, stuff like that.
And you can set those standard events to fire anywhere sort of within your flow.
But you can also set custom ones and this is where it's gonna get really interesting
cause based on like certain site paths, you can tell it to fire
conversion only for people that view these 2 pages and actually
you can have the ads optimized toward people who are likely to take that path on Facebook.
And if... the whole thing really works because of the 1.5 billion monthly active users.
Like this... the modeling stuff doesn't work at a small scale
but it does work at a much larger scale.
So, a lot of times, when people are using a pixel and optimizing bidding against it,
they see under delivery but it's just cause that ad set budgets are too low.
So, the one thing they say is it takes 25 lifetime conversions per ad set
to really make this modeling work effectively.
So, just as your kinda testing things keep that number in mind but
Yeah, it's gonna be great. Apparently, they're gonna then, collect all this data
for the various standard events possibilities on the new pixel
and it'll actually make the modeling much better overall.
So, I think Mark covered everything on the new pixel but
just to go back to what's coming in terms of better service for you guys,
within our interfaces we're building out a lot of new features.
I think the rollout right now for this new report a problem feature
is probably about 50% globally, where within the Help Center,
you can basically toggle down wherever you are within power editor flow
or ads creation, ads manager and it will send a task basically to
a Global Sales Support Team at Facebook who will in turn get back to you.
Everything is logged so from whatever steps you've taken, we have all that data.
So, there's less going back and forth.
So, there's gonna be that and also something similar with policy when ads do get disapproved.
You have the ability to kind of ask why
and someone from those teams will be able to contact you.
So, that's kind of what we're working on
to help you guys scale your business overall
and it's something we're very excited about on the road map.
Sorry, I like the new Facebook pixel. It's just... it's a lot easier to use, right?
You don't have to make a pixel for every single conversion event that you're working with.
I just wish that the PMD platform that I use had actually updated to adopt it
cause it kinda makes things a bit mixed and annoying for me.
But it's a lot better, so first of all, at the kind of programming level for...
for you tech savvy people out there,
it's faster and it works better and it's easier to implement. So, it kind of wins there.
And the second thing which I really like about it is the custom event functionality.
So, I've used this a little bit already for some landing pages and for some websites.
Basically, I mean as affiliate marketers, many of you will know
that you do a lot of dynamic stuff with your landing pages and things, right?
You'll take data from, like the traffic sources or from wherever
or from some... something you get from a tracking system
and you'll inject that dynamically into a landing page for whatever reason.
With the Facebook pixel, you can basically set it up so that
it pushes category like names and IDs for a custom event based on your page.
So, for specific lander, you can put Lander 1A
or you can put the name of the offer that you're promoting or the name of something.
And then, as long as you have this there and it's actually tracking,
it's collecting data and everything can be set up retrospectively.
So, you can basically make it a habit to have this in all your landing pages
in all of your campaigns and then,
say something takes off and it's actually working like great.
Now, you can take the time to go to Facebook and make a custom audience
based on this specific events only so that only people who fired this very, very specific event
on these landing pages or wherever actually get added to this list
and, you can now make a look-alike audience and so on and so on.
So, you can basically incorporate it as part of the actual standard practices you work with
and because it just keeps collecting data, if you do get on to a winner
where you can now actually use this data for something useful,
you can go off and make an audience. So, it's great.
And on the kind of more technical level, you can also push
sort of JavaScript events in the middle of people who were actually doing actions on a page
so you could push an event when people click a button on the page
or they do something in the page. They... even their mouse hovers over certain area of the page
because of the way the pixel works, you... if you have a programming team,
you can actually set these kinds of things up.
And another thing that I did is set up a system where instead of kind of
sending people through an intermediate page where it like redirects,
meta refreshes, whatever, sends them somewhere else,
I actually got my programmers to set up some sort of custom system where
you click a link and it actually fires these Facebook events,
waits like 500 milliseconds and then, send someone elsewhere...
and to the user now everything is much faster.
They're not going through a page, through page, to another page
and we all know that speed matters so,
this is probably gonna have a direct effect on revenue
and it gives me data which I otherwise wouldn't have
and that's kind of like the currency of affiliate marketing. So, the new pixel is great.
Drop the old one, move to the new one. That's all I can really say.
I know a lot affiliates here are probably are not gonna be able to use
pixels in their stuff because the way it's currently set up.
If we don't have access to the final conversion page and... or
anything like that then, you're not gonna be able to fully utilize it.
And I think what the Facebook people have been saying is right.
Like if you do OCPM, you have the conversion pixel properly setup, it works really well.
But on that note, if you don't have access to it,
you could still remember that like one of the strongest strengths of it is
you can still get reports based on like demographic data and other things and
Facebook would then, if your objective is clicks to website then,
all Facebook can really optimize for is that objective.
So, definitely take a look at your data and
see if any particular parts of the audience are just not converting.
Like for example, 25 to 34 males or something like that, they're just bleeding your budget,
you can cut them out and then, instantly gain a large
spike in the amount of money that you'd been making.
To add to that, Tim's talking about like the audience insights. So, it's free data
and the audience insights is the most amazing tools for research available to you.
You can basically track people who are clicking, landing on your landing page
or clicking through to the offer, whatever
and build them into a custom list and then,
kind of look at these lists with some limitations.
With the audience insights, that's free data. You could do some sort of broad campaign
and then, look at this list and find that,
Hey, the people in this list of say, 26,000 people,
they are 300% more likely to be nurses
or in the architecture and engineering industry
or they are like 1786% more likely than the average person on Facebook to be single.
Like these are kind of insights you can get from data that you already have.
So, honestly you kind of... you're a bit silly if you're not actually tracking this.
You should kinda be ashamed and go home and
like get this tracking into all of your landing pages,
even if it's not anything being run on Facebook.
It's another thing I thought people in the 6 Week Challenge course.
If you're running campaigns on like display traffic sources or pop-up sources...
how many people do you think who are clicking on those ads
are currently logged into Facebook.
I mean, statistically it's probably like a 1 in 2 chance, right?
So, you can collect data from other means as well and learn
from Facebook's data about people interacting with your actual
advertising in completely separate platforms.
I think it's one of the most underutilized actual pieces of technology
available to everyone freely right now.
I wanna thank all the panelists. Hopefully you guys enjoyed this as much as I did.
I know I learned a lot.
<i>[applause]</i>
For more infomation >> Tin Tức Mới Nhất Nhanh Nhất Chuyện Kỳ Lạ Bí ẩn Đám Cưới Tại Việt Nam ... - Duration: 11:19. 
For more infomation >> Authorities Question Girlfriend Of Las Vegas Shooter - Duration: 3:27. 
For more infomation >> New Audi RS5 2018 Coupe - Supremely comfortable over distances long and short - Duration: 2:54. 
For more infomation >> Police: 'Dope-Sick' Driver Responsible For Fatal Crash Leaving A Mother Dead - Duration: 2:13. 
For more infomation >> Wednesday Evening Forecast With Brian Hackney - Duration: 2:25. 
For more infomation >> 고경표가 SNS 논란을 겪고 차라리 잘됐다 생각한 이유 - Duration: 20:19. 
For more infomation >> '불청' 마니또로 더 가까워졌다..보라카이 굿바이(종합) - Duration: 3:51. 
For more infomation >> Controversial sexual predator could be moving - Duration: 1:56. 
For more infomation >> The 2017 Nobel Prize in Chemistry: Cryo-electron microscopy explained - Duration: 5:00. 
For more infomation >> 서인국, 4개월 만에 군 면제 관련 심경 고백 | 연예뉴스 24/7 - Duration: 8:40. 
For more infomation >> 서유리 "그레이브스병 수술 4번..이제 완치 됐어요" | 연예뉴스 24/7 - Duration: 8:35. 
For more infomation >> Forecast Focus for October 4 - Duration: 1:05. 
For more infomation >> '숏터뷰' 이상민 "1억→4억으로 갚으란 채권자 있었다" | 연예뉴스 24/7 - Duration: 1:40. 
For more infomation >> Catch the mother of all news t...
For more infomation >> Mercedes-Benz B-Klasse 180 CDI Ambition/ Full map navigatie/ Bi-xenon/ Leder interieur/ Pdc/ Tel. bl - Duration: 1:01. 
For more infomation >> Le tireur de Las Vegas avait acheté des fusils dans ce magasin qui vend aussi... des guitares - Duration: 4:50. 
For more infomation >> I'M BACK - Duration: 15:17. 
For more infomation >> Mazda CX-5 2.2D HP GT-M 4WD Cruise Control, Trekhaak, Automaat, Navigatie RIJKLAARPRIJS - Duration: 0:59. 
For more infomation >> Victims And City Try To Recover From Shattering Mass Shooting On Las Vegas Strip - Duration: 5:00. 
Không có nhận xét nào:
Đăng nhận xét