Lexique Facebook Advertising (de A à J)

Lexique Facebook Advertising (de A à J)

Le monde de Facebook advertising peut être un peu cryptique parfois, et sa vitesse d’évolution ne facilite pas la prise en main. 

Alors voici notre guide d’acronymes, termes et stratégies Facebook que même les Trafic Managers et Directeurs Marketings les plus pointus ne maîtrisent pas toujours.

Fenêtre d’Attribution

Délai après lequel une conversion est attribuée à une vue ou un click sur une publicité.

Les fenêtres d’attribution habituelles sont de 1, 7 ou 28 jours. Par exemple, avec une fenêtre d’attribution de 28 jours si un utilisateur click sur publicité pour un produit X le 1 juin et achète le 20 juin ce produit X cette vente sera attribuée au click et aux dépenses publicitaires ayant eu lieu le 1er juin.

Brand Lift Study

Une campagne qui mesure l’impact des publicités Facebook sur la notoriété et la considération des marques.

Facebook Brand Lift Studies sont des études quantitatives disponibles pour certains annonceurs qui remplissent certaines conditions comme un minimum d’investissement.

Des questions sont diffusées à chacune des audiences pour évaluer le taux de mémorisation de la marque, et de ses publicités. La méthodologie permet de calculer une notoriété et considération incrémentale.

L’étude doit être mis en place par un représentant de Facebook, ou une agence avec un lien directe à Facebook. La campagne est divisée en deux : un groupe contrôle qui n’est pas exposé aux publicités de la marque, et un autre qui ne voit que les publicités de l’étude.

Exemple d’une étude Brand Lift

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Campaign Budget Optimisation (CBO)

Une nouvelle méthode d’allocation algorithmique du budget entre plusieurs ensembles de publicités.

Auparavant, on allouait notre budget par groupe d’annonces, et on changeait les allocations en fonction des résultats des groupes d’annonces et donc de leurs ciblages. 

Dès février 2020, il va être obligatoire d’allouer votre budget par campagne, en laissant l’algorithme de Facebook choisir les meilleurs groupes d’annonce à diffuser par rapport à vos objectifs. Il y aura toutefois la possibilité de garder un minimum de dépenses par ads set mais les premiers tests que nous avons fait montre que ce ne minimum n’est pas systématiquement respecté. 

Plus d’infos à venir !

Image via Productsup.io

Image via Productsup.io

Dynamic Ads

Sélection automatique des produits ou services mis en avant dans les publicités via l’historique des visites de l’utilisateur et un catalogue produit connecté.

Un format très performant sur du retargeting et également sur de la prospection.

Format des publicités dynamiques de Facebook

Format des publicités dynamiques de Facebook

On peut utiliser du retargeting pour montrer aux utilisateurs les produits qu’ils ont déjà visités, ou on peut faire des publicités de prospection, ou l’algorithme va prédire les produits à montrer basé sur les habitudes/visites de l’utilisateur.

Stratégie d’Enchère

La manière dont l’algorithme de Facebook sélectionne les utilisateurs à enchérir, et la valeur de l’enchère.

L’algorithme de Facebook a une connaissance profonde des habitudes des utilisateurs, y compris combien ils cliquent, commentent, aiment ou achètent sur les publicités. D’après la stratégie d’enchère, l’algorithme sélectionnera les utilisateurs qui sont les plus aptes à réaliser l’action choisie, dans les contraintes de prix sélectionné.

Fréquence

Combien de fois, en moyenne, un utilisateur a vu vos publicités dans la période définie.

Nous utilisons cette métrique pour éviter la saturation des audiences , et comme signal d’alerte que l’audience est trop petite. Comme le reach, il faut faire attention en regardant les données de répétition, car  en un jour un utilisateur a peut-être vu la publicité 2 fois, mais en une semaine on peut comptabiliser 10 vues.

Gestionnaire de publicités

La plateforme pour créer, gérer, et mesurer les publicités Facebook.

 Pour avoir accès au  gestionnaire, il faut avoir une compte business de Facebook. Très simple à créer, le compte business vous donnera accès aux outils et moyens d’analyse plus sophistiqués. 

Dans la gestionnaire, vous pouvez voir toutes les données de vos campagnes par niveau campagne, groupe d’annonces, publicités, et même créer des pivot tables pour voir les données par démographique (age, location, sexe etc).

HVLC (High value, low cost)

Une stratégie d’enchère qui maximise la valeur de vos achats au plus bas coût possible.

Les deux autres stratégies d’enchère pour des conversions sont : Minimum ROAS et Coût par Conversion. Min ROAS (Minimum Return on Advertising Spend = minimum retour sur les investissements publicitaires) optimise pour avoir un minimum de valeur en conversions pour chaque euro dépensé. CP… (Cost per = coût par … installation / achat etc) optimise pour ne pas dépasser un coût par conversion déjà défini.

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Instant Expérience

Un format de publicité mobile qui permet d’avoir une mini landing page dans l'environnement Facebook.

Quand les utilisateurs cliquent sur une publicité instant expérience, ils sont emmenés vers une expérience plein écran toujours dans l’environnement Facebook dans lequel vous pouvez animer des vidéos, images, textes et jeux pour communiquer votre service ou produit.

Les instant expériences sont un format parfait pour les collections e-commerce, la notoriété de marque, la génération de prospects et quand vous avez besoin d’une landing page très simple.

Inscrivez-vous à notre newsletter pour recevoir la deuxième partie (J-Z) du glossaire !

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Facebook Marketing Partner badge... Woo-hoo

Facebook Marketing Partner badge... Woo-hoo

Huge news for Impulse Analytics 🎉🎆!!

We just got our Facebook Marketing Partner accreditation as Preferred Agency.

So as I am sure you guys are dying to know what is it about right now : Facebook Marketing Partner is a program so far opened only to technical solution (think Adespresso or Smartly), and now open to reward a selection of agency

Only 10% of agency in the program make it to Preferred Agency, so we are super proud and happy.

We cannot be more excited 😆🚀 It rewards years of fruitful collaborations between our team, Facebook, and our pretty awesome clients (LeCiseau.fr, CARIZY, émoi émoi, Dreem, Yelp, Remind, FoodChéri, Lunchr, Brigad ⚡️,...).

Now get on-board, and ask for your free audit and recommendations.

5 Must-Know Retargeting Tips for Startup Founders and Digital Marketers

5 Must-Know Retargeting Tips for Startup Founders and Digital Marketers

When it comes to marketing, every cent counts.

The reason why large corporations and global enterprises can afford to spend so much on marketing their products and services is because they know the channels that work. Years of experience gives these business leaders key insights into the marketing approaches that deliver results.

However, start-up founders and entrepreneurs often find themselves in a tough spot: Not only do they have to produce high-ROI marketing results with less resources than enterprises have on-hand, but also many of them are direct competitors of those exact enterprises.

This environment offers small to mid-size business owners and their digital marketers a key incentive for developing low-cost, high-ROI marketing solutions. Under these conditions, remarketing can be one of the most powerful tools available.

What exactly is retargeting and how does it work?

Retargeting is a concept that is both simple and effective. The fundamental premise of retargeting is marketing to people who have already visited your website.

The main tool for achieving this is something that all Internet users are familiar with – cookies. By tracking the behavior of users who visit your website, you can custom-tailor ads to retarget their interest after the fact.

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Where traditional advertising channels tend to be expensive, are often difficult to quantify, and may not always produce the results you expect of them, retargeting is the opposite:

• Retargeting caters to a small, extremely specific audience, so you don't end up paying for ads to non-interested leads.

• Because retargeting uses a small, unobtrusive JavaScript cookie to track customer behavior, it offers user-specific data that you simply can't get anywhere else.

• When done correctly, retargeting is a reliable way to generate value for customers, who reward you by purchasing your products and services.

Retargeting usually relies on a social media platform to serve ads. Every platform has its own version: Facebook has Pixel and Twitter has Tailored Audiences.

But remarketing isn't limited to social media – Google has remarketing lists on its Display Network and Search Network services.

Throughout all these platforms the underlying concept remains the same. Businesses that use content marketing to draw leads onto their websites and then use retargeting tools to show highly specific ads to those individuals earn much more per visitor than even successful, established enterprises in the same field.

Retargeting tips for start-up founders  – how to make retargeting work

While it's well-known that retargeting can reduce customer acquisition costs by half, there is another side to the retargeting story.

Namely, bad retargeting can turn customers away from your brand. There is a sweet spot right between showing too many ad impressions and not showing enough. Additionally, your banner ads require constant updating as you fine-tune your approach.

In short, putting together a successful retargeting campaign requires work. But it's work that pays off. To ensure that your retargeting campaign produces the best possible results, adhere to the following do's and don'ts while creating, implementing, and maintaining your campaigns.

1. Choose the right retargeting platform

Most startups, entrepreneurs, and digital marketers become attracted to retargeting because of the need to get big results with a minimal budget. Retargeting is perfect for that if you choose the best platform for your particular audience.

Knowing your audience is crucial because retargeted ads that work on one platform may not work at all on another. For instance, many businesses choose to start with Google because it combines low costs with one of the largest display networks on the Internet.

However, case studies by professional remarketing agencies have shown Google remarketing click-through results standing at half of the same amount of spend on other display-serving platforms.

Facebook is another popular choice because it has an enormous user base, gives remarketing campaigns lots of flexibility, and generally offers a lower cost-per-click than Google does. Customer expectations make the biggest difference though – certain brands and industries simply work better on certain platforms, and it's up to you to know where yours fits.

2. Invest in content marketing

Retargeting works because it draws users back to your website after they've visited it once or twice. In order for this to happen people need a reason to visit your website in the first place!

This is where content marketing comes into play. If your website features content that helps, educates, and inspires people, they will flock to it in order to consume the content you give them. Each visitor is a potential sale, and the pixel you give them ensures that they have a chance to return and become satisfied customers.

This is where the best-earning brands demonstrate their value by investing in content. While some businesses waste money on the "quantity over quality" approach, their competitors are hiring talented writers and content creators with experience in their industries and generating real value for customers.

3. Segment content to reflect the buyer's journey

If you are serious about using content marketing to attract users to your website and reaping the rewards of retargeting, you will need to set a strategy in place. Segmentation is an all-important element of the retargeting method because it allows you to recommend the products or services users need at the very moment they need it – essentially the ultimate goal of all marketing.

One of the most successful approaches for audience segmentation is using the buyer's journey – also called the sales funnel, although the terms are distinct. Essentially, the idea is that you want to show different ads, products, and services to people who are more familiar with your company than the ones you show to people who are less familiar with your company.

We can break the buyer's journey down into three basic stages:

Awareness

A customer who has just been introduced to your brand (through an advertisement or a blog post, for instance), is in the awareness category. This person has an issue they'd like to resolve and they aren't yet sure how they will go about it. They have no reason to trust you above any other company offering similar products or services.

• Consideration

A customer who is familiar with your brand and the value that it represents is in the consideration stage. This person has identified a problem they wish to solve and are actively looking for solutions.

• Decision

The buyer has decided upon a solution and is now ready to purchase. At this point, the buyer is sufficiently educated to know what they need – now, they are ready to buy as soon as they find the deal that offers the best value.

Segmentation along the Buyer's Journey is one of the most valuable retargeting tips for start-up founders because it guides the advertising strategy in a meaningful way. If you try aggressively selling to customers in the awareness category, it won't work – that's where you use content to cultivate trust in your brand so that by the time they reach the decision category, the choice is clear.

It's easy to segment users around segmentation lines using retargeting tools. For example, you could put all newcomers to your website in the awareness category, advance them to the consideration category after they visit five separate web pages, and then put them in the decision category after they visit another five times.

4. Distinguish between converted and unconverted users

Nothing is more annoying than buying something online and then seeing ads for it everywhere you go. Not only is it a waste of advertising dollars, but it makes users feel uncomfortable – like you're spying on them.

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In order to prevent this from happening, you need another degree of segmentation in the buyer's journey. The post-conversion category. This is where you'll put people who have already made a purchase on your website. All it takes is the addition of a pixel code on your Thank You page that identifies each individual user as someone who has completed a sale.

You can use this new category for cross-selling and up-selling. Since these people already trust your brand enough to buy one product from you, there is no reason why they won't trust you again – so long as you have more to offer. Consider higher-market options, business-class versions of your existing products and other upsells that may offer long-term value to your customers and retarget them with success.

5. Invest in business development – find affiliates and trade pixels

Starting your own content marketing machine and getting new customers to visit your website can be difficult when you're starting out. According to Neil Patel, content marketing really only starts producing results after at least 6 months – and sometimes as many as 15-17 months.

But there is a way to jumpstart your retargeting campaign while you develop your Web presence sufficiently to start drawing traffic to your site consistently. This is the power of affiliation. A retargeting pixel is just a snippet of code. You can place it on your website or on any website on the Internet. The key is finding the right partner and convincing them to trade pixels with you.

This is where business development comes into play. Think creatively about your customers' lifestyles and purchase histories to identify possible affiliates in non-competitive industries.

Think of Harley Davidson riders' love for black leather and aftermarket motorcycle parts – if you can develop brand synergy like that, you'll be riding high for years to come.

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GDPR 7 Points Survival Guide for Marketers

GDPR 7 Points Survival Guide for Marketers

If you look around your fellow business owners or digital marketers, you’ll probably see a lot of them making a big fuss about GDPR.

So what’s the big deal, and why should you care?

We know you work hard to grow your company, build a customer base, and convert leads.

However, some growth-focused strategies and technologies that are popular nowadays may be violating the General Data Protection Regulation (GDPR), which is going into effect on 25 May 2018.

This law will have an impact on many marketing activities, from lead generation to Facebook advertising, which are considered essential by many marketers.

Even though the GDPR is designed to protect the personal information of EU citizens, the line can become blurry if you sell to customers or service clients from all over the world – a common scenario in today’s digital economy.

Given the hefty penalty for violating this new regulation, which can cost a company up to 4% of annual global turnover or €20 Million (whichever is greater), it pays to make sure you whip your online marketing tactics into shape to be compliant with GDPR.

Reading through legalese probably isn’t your thing, so we have done some legwork for you. Here’s what you and your digital agency need to know about this new regulation:


Two Main Concepts You Need to Know About GDPR

For marketers who collect, process, store, and utilize the personally identifiable information (PII) of prospects and customers who are EU citizens, there are two main concepts to keep in mind:


A. Consent

In order to use PII for marketing purposes, you need to obtain explicit consent by asking users to opt in or opt out with a clear affirmative action.

That means you can no longer use pre-checked boxes or inactivity as implicit consent to track activities and send marketing communications.

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Image source

In addition, you need to clearly communicate how you plan to use the personal data while keeping in mind the updated data subject rights in GDPR, which include breach notifications, right to access, right to be forgotten, data portability, privacy by design, and the appointment of a data protection officer.

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Image source


B. Legitimate Interest

“Legitimate interest” can be used as grounds for collecting and utilizing users’ personal data without explicit consent, but not when the rights of the users override the company’s legitimate interest.

For example, an online seller doesn’t need to obtain consent to collect information required to complete a transaction from a shopper who is making a purchase.

However, “legitimate interest” can be open to interpretation, so it’s best to check with a legal professional on a case-by-case basis.


What You Need to Do to Stay GDPR Compliant

Keeping in mind GDPR’s key changes to data subject rights, here’s what marketers need to do ensure compliance and stay out of trouble:


1. Provide Proper Notice and Obtain Consent

When users initiate contact with your company and share their PII, they should be given information on how the data will be used and asked to provide consent (e.g., by checking a box on a lead generation webform or using a form-like element on website for consenting to the use of cookies.)

Once users have submitted their information, store a copy of the notice and the consent along with the timestamp of the interaction for future reference.

Many email service providers offer GDPR compliant opt-in forms and allow you to segment your list by the level of permission given. Make sure you inquire about those features and update your webforms as necessary.


2. Provide the Ability to Withdraw Consent

Under GDPR, withdrawing consent needs to be as easy as giving it.

Provide a link for users to manage their subscription preferences or withdraw their consent on a subscription preference page, which can be created through your email service provider or CRM platform.

The page will reflect users’ affirmative opt-in for the communications they will be getting from you.

Users can also send a withdrawal of consent directly to your company, and you’d modify the preferences within your system.


3. Communicate the Use of Cookie

If you use cookie on your website to track users’ activities, you need to obtain their consent to do so.

Add a notification on your website for such affirmative opt-in and make sure the cookie-consent message is written in a language appropriate for each user’s location.

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4. Offer the Ability to Permanently Delete Information

Users can request to have all their personal information deleted from your database. Such information could include email tracking history, call records, form submissions, and more.

Ensure that your email and contact system has the ability to perform a GDPR-compliant permanent delete. You should have a process in place to perform such deletion within 30 days of receiving a request.


5. Enable the Access and Portability of User Information

You should be able to grant access and portability of users’ personal data by exporting all contact records into a machine-readable format.

Personal data is defined as anything that can be used to identify a user, including name, email address, ID number, location information, IP address, or online identifier (e.g., a cookie).


6. Provide the Ability to Modify Data

Users should be able to modify the information in their contact record any time if they find it incomplete or inaccurate.

For example, you can add a link in your marketing emails to allow users to modify their profiles, or your sales reps can update the information when they interact with your customers.


7. Set Up a Process for Breach Notification

Under the GDPR, users need to be notified within 72 hours of any data breach that is likely to “result in a risk for the rights and freedoms of individuals.”

The tight 72-hour window for notifying users, customers, and controllers “without undue delay” after first becoming aware of a data breach means you need to have a well-designed process in place to detect breaches and notify users in a timely manner.


GDPR Is About Building Trust with Your Customers

When you look pass the legalese, GDPR is actually not that scary.

Many industry best practices designed to build trust and relationships with prospects and customers already address many of the rights mentioned in the new regulations so if you have been respecting the privacy of your subscribers you’re already more than halfway there.

Of course, you want to make sure your i’s are dotted and t’s are crossed. We are working with our clients to  make sure their customer acquisition strategy is GDRP ready. Feel free to book a complimentary audit with us. 

Also, you can refer to the GDPR Portal or this comprehensive collection of resources from the UK’s Information Commissioner’s Office to help implement the necessary steps and stay GDPR compliant.

Sources

https://www.eugdpr.org/

https://www.reforge.com/blog/gdpr-growth-marketing

https://www.hubspot.com/data-privacy/gdpr/product-readiness

https://ico.org.uk/for-organisations/resources-and-support/getting-ready-for-the-gdpr-resources

https://ico.org.uk/media/for-organisations/documents/1624219/preparing-for-the-gdpr-12-steps.pdf

https://www.eugdpr.org/key-changes.html

https://www.facebook.com/business/gdpr

 

4 campaigns to boost your ROAS (up to +400%)

4 campaigns to boost your ROAS (up to +400%)

2017 was an amazing year at Impulse! We have been partnering with 25+ clients, including large e-commerce like Sounds True, Émoi-émoi or Y-combinator startup like Instawork, profitably investing more than $2M on Facebook Advertising.

These are the four campaigns that we set up systematically to maximize profitability for our client. Please feel free to steal these. They have helped us increase our clients Return On Advertising Spend (ROAS) by 400%.

For those of you who are not familiar with what ROAS is and why to track it, a good way to think about it is that ROAS (ads revenue / ads cost) assess tactics effectiveness, while ROI (profits - costs x 100 / costs) measures strategy (a good recap here from our friends at Markeko).

1.   Lookalike Premium Buyers

Lookalike is a very powerful way to find users similar to your current user-base. Actually, it works so well that for many of advertisers it’s the only profitable type of targeting.

There are different ways you can continuously improve the performance of your lookalike campaign. One way is to improve the quality of the users you input to build these audiences.  We systematically segment users based on monetization or retention, and experiment with these audiences to identify the highest ROI.

PRO TIPS: It's important to keep a minimum of about 500 users as an audience source. Also, for B2B we usually combine lookalike with some interest targeting to ensure we stay in the specific industry we are targeting.

2.   Retargeting

Ok, so if you don’t have any retargeting campaign in place, stop reading this, go to Facebook and set it up right now. That’s the biggest low-hanging fruit, and it’s much easier to set up than you think.

 

Retargeting allows you to keep track of all visitors to your website and potentially retarget them in the future. So, even if you are not going to start your campaign today, you may want to make sure that you are ready to do so with your pixel set up.

PRO TIPS: For more advanced marketers, we had some great results from setting up a certain flow for your remarketing with a specific messaging for first to third day visitors, third to fourth days, and fourth to seventh days. Segmenting by days allows you to maximize your impression on the first day after the first visit, and also provides a stronger incentive. Here is a way you can set up this sort of flow.

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Sometimes, we use a tool like connectio.io to retarget visitors based on the time they spent on the page, and Facebook released last year this option in Ads Manager as well. 

3.  Cart Abandonment

This one is more specific to e-commerce and is a remarketing variation. It focuses focus on one specific type of user: people who drop off after clicking ‘add to cart’ (or another final actions in your funnel)

It is quite aggravating when you have done most of the heavy lifting, yet for one reason or another, your potential client changes their mind, forgets about it and doesn’t complete their purchase. Most of the time you just need to remind them that their cart is still waiting for them. A sweet way to do this can be to add a small coupon. We have a huge return with these campaigns with e-commerce.

PRO TIPS: For these guys, do not hesitate to push the frequency even above 20. They want your product but just got distracted, and the right column of their feed is a great place to remind them (and with cheap CPM).

4.   Top of funnel/awareness campaign

In addition to our conversion/performance campaigns, we always recommend keeping about 25% of the budget on awareness/brand building. FB offers very competitive way to build up your awareness through video views or website click campaigns focusing on traffic and visibility.

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These are the people you'll reach out to with more targeted messaging and with whom you'll reap the rewards of retargeting. Do not neglect this campaign, and with decent content it can be pretty cheap to bring tons of interested visitors to your website.

PRO TIPS: Experiment with Post Engagement campaign. If your content is valuable, you will get tons of likes/share that will deliver a lower overall CPC Link than your website click campaign.

I hope this helps. If you have any questions or would like a free assessment of your account do not hesitate to click here to schedule an appointment  or send an email to contact@impulse-analytics.com