Facebook Mobile User Acquisition Best Practices

facebook-mobileAttending the HasOffers Postback event – the following post is a summary of my main takeaways. On this panel were Steven Yarger of Trulia, Sambou akalou of Nanigans, Jesse Pujju of Ampush, David Serfaty of Adotomi and Mandy Majchrzak of SHIFT.

 

Facebook Mobile User Acquisition Best Practices:

  • Facebook drives one of the highest ROAS out there. Divide your Facebook Campaigns into three categories:
  1. Creative
  2. Targeting
  3. Optimization
  • With Facebook Graph-Search it will add a level of localized advertising and relevancy that didn’t exist before.
  • Location ads will likely come into the spin of things as well, like Groupon based on your roaming location. For example if you’re in Seattle visiting a friend but live in NY, it will show you ads specific to businesses around your Seattle location based on where you physically are.
  • Focus most on metrics that product true ROI and CPA’s for Facebook and social measurements.
  • 219 Million active users per month are on Facebook using mobile to access it, so think about that when you’re promoting through this channel.
  • 95% of the mobile industry relies on click tracking – Impression and Install are also feasible tracking methods.
  • Post click and post impression attribution tracking can be done at the moment with Facebook Analytics and your own tools.
  • Side Comment: Interaction Television will come into play with Facebook in the future, which will have to compete agains Twitter’s #Hashtags as a leader in social TV. However the panel was unclear as to how this would work through TV, aside from the potential customization and real time TV show sharing with your friends on OpenGraph. TV retargeting is also becoming possible where someone is watching TV and on Twitter at the same time, tweets something, then gets hit with an ad from an advertiser that was running a campaign for that TV show at the same time.
  • The power of Open Graph will come when people will start sharing their information and being susceptible to true transparency, which will come.
  • It’s still just the beginning for Facebook and it’s not going anywhere anytime soon.
  • Facebook works. Use it. Test it. Optimize it. Enjoy ROI.

 

What have you found to be your most successful Facebook practices to date?

Mobile Ad Network Evolution

Mobile App Downloads Metrics and Attribution Tracking with Mobile Ad NetworksAt the HasOffers Postback event held in Seattle this week, Fred Shu of Manage.com, Paul Cushman of Drawbridge, Hanno Fichtner of Applift, Paul Longhenry of Tapjoy and David Diaz of SponsorPay speak on the evolution of the mobile ad network.

The panel covered where the market was in the mobile ad network space a year ago and where they are today. Here are my key take-aways from this discussion.

  • A year ago bundling was the biggest thing in mobile, specifically in gaming, and this year “gifting” is the hottest thing. This has been beneficial because the user doesn’t feel they are being disturbed, they feel it’s just part of the game.
  • Banner ads don’t really work (as multiple people have said), so more creativity is seen right now in full screen formats of marketing.
  • Get rid of 350 x 250 banners and focus on  320 x 480 and other “mobile” friendly, larger sized banners that impact a larger part of the screen. These still have up to a 21% conversion.
  • The use of bots has decreased significantly and competition has increased exponentially across the board. Segmented targeting is becoming more prominent.
  • Anything that has ROI positive campaigns is what people are focused on, which right now seems to be happening most in androids.
  • If you’re a seller that has a low CPI (Cost per Install), be careful with expectations because you will not likely get a high amount of installs.
  • Pay per Engagement (PPX) models are now becoming more common and creating a new level of interest with publishers which are creating more success than seen in the past.
  • When it comes to retargeting, start with your homepage and understand and test it. Then work your way through your site systematically to measure the success of each page. Whatever works best after testing each systematically, run with. Then test more.
  • Target and test segmented users regularly to understand their lifetime value and true loyalty. Then segment those groups more.
  • Anyone who’s not focused on data is going in the wrong direction.
  • Twitter is staring to move into the field – social media is getting very active in mobile. Facebook announced about 50% of their profits came from mobile / app revenue. Social data is huge and entirely relevant to mobile. Social graphs in apps are useful. Use app cross promotions and “refer a friend” models for mobile app development and growth.
  • More large brands are going to spending more money on mobile and SMS such as American Idol Texting and Apps for voting to drive more sales and consumer engagements now that proven models have been made.
  • Anyone who’s focused on targeting with rewards (driving a person to a point of sale experience and offer them an incentive or reward) has tons of opportunity right now.
  • More apps are starting to deep-link into the app directly, which is becoming more common especially with big brands.
  • “Lookback” windows are generally 48 hours to 30 days. The majority of engagements happen within those windows.

The New Mobile Publisher Army (HasOffers Postback Panel)

Mobile Publishers and Affiliate Performance and TipsAt the HasOffers Postback event, mobile and attribution leaders gather to discuss the future of mobile performance marketing. On the panel is Cameron Stweard of HasOffers, Mattias Lesch of CROBO, Edan Portaro of USamp, John Cosgrove of Tapit, Florian Lehwarld of KissMyAds and Pepe Agell of Chartboost.

The questions asked are around how customers, publishers and networks are responding to the changes and advances in the mobile space.

 

Based on the feedback from the panel, here are some of the major take aways from this particular panel:

  • Publishers have become a lot more transparent these days, and they are more about adding true value then they have in the past. They have become more data savvy.
  • Starting to learn which countries monetize the best and work with publishers within those countries to optimize campaigns even more.
  • Deferred traffic is one of the payment models used to reward publishers (affiliates) which has led to more successful programs long term.
  • It’s important to understand how things are performing on your own platform. You should know and understand all your own numbers before trying to understand someone else’s.
  • Rate your traffic sources and classify them based on their value score that you create.
  • Know where mobile publishers are running their ads and how they are driving traffic. There should be a level of expected transparency that helps make better business decisions and attribution value.
  • The main KPI is revenues, for both sides (publisher or advertisor), and in many cases CPM / CPI are the most important metrics to track in order to fully understand progress and success. Measuring impression, clicks and installs is essential to success.
  • Transparency is important to understand traffic sources so better economic models can be run. We rely on our platforms to report accurately on those metrics so we can make smarter decisions for our business and program growth.
  • People can either become overwhelmed by data or take it and use it by breaking it down. Use data as a resource tool to keep your publishers happy while growth for your programs healthily.
  • Relationships are some of the most important parts of our business, even on the mobile side, and it’s what fosters transparency which leads to more success.
  • The Publishers are the creative guys, so let them be creative and drive traffic and measure as best you can. They are the ones who can often reach targeted audiences others cannot.
  • Mobile banners don’t seem to convert very well for many. Mobile publishers seem to have more success from a variety of means. Since they are able to drive better engagement and more conversions and because it’s performance based, working with mobile publishers is extremely low cost and low risk.
  • Transparency is good, but at the end of the day it comes down to “is the campaign working.” Again – revenue / profits are and should always be your main KPI.
  • There are some more advanced publishers who use tracking platforms for re-engagement campaigns.
  • The most common tracking model for mobile is CPC (Cost per Click) and CPI (Cost per Install).
  • What networks are doing to prevent fraud is still very limited, though they are always on the lookout for it and always trying to find ways to test and help prevent it. It’s still very young and solutions are still being created and improved every day.
  • It’s not always black and white for fraud – sometimes transparency, tools or technologies are just not there to measure it or understand it accurately.  The good news is you have the control to block and stop anything you need to when it feels right for you.
  • Both publishers and advertisers can stop campaigns if it’s not working for them. But it’s essential to test, measure and track to truly understand performance before deciding a campaign is working or not.

 

What have your experiences been working with or as a mobile publisher?

HasOffers Event Pushes Mobile Performance Marketing Forward

Definition of Postback from Wikipedia: “In the context of eCommerce, the term is used to describe a sales transaction notification from payment processors to the merchant’s affiliate system site. Specifically a web service written for an affiliate sales tracking software system for third-party merchant system to send or “POST” the data to. The term “Postback” is used here to describe what the payment processor does with the transaction receipt, they “Post Back” to the merchant’s affiliate program, notifying them of a successful transaction, where they can then credit affiliates with their earnings.”

At the HasOffers Postback event, Peter Hamilton talks about the importance of mobile tracking, attribution and the future of ecommerce today. After recently receiving funding of $9.4 Million from investors, HasOffers is pushing forward aggressively as leaders in the attribution analytics and mobile tracking arena.

Performance marketers are in a position to take over when it comes to mobile. Performance marketers care about data, about the user experience and how to captures the minds of shoppers online.

CPI (Cost Per Install), considered the new “Cost per Lead”, is changing how advertisers, networks, affiliate marketers and tracking platforms behave. This applies to anything in the mobile world including app downloads. You no longer have to be the “Googles” of this world to make a difference. Now anyone who can find the user set and understand the data will win.

The HasOffers Postback event connects industry leaders in attribution and mobile tracking with each other. It focuses on the innovations and future of performance marketing and consumer behavior by those on the the cutting edge of this industry. Leaders from Facebook, Google, and Linked In are examples of people speaking and attending this event.

Read more from the HasOffers Postback event here.

A Relationship First Approach to Mobile Marketing

This is a live blog post from #OMSummit, Day Two. Presented by Respnsys.

mobile marketing

5 Stages of Awareness

  1. Normal
  2. Concentration
  3. Selective
  4. Alternating
  5. Divided

 

Awareness to Action

Attention > Interest > Desire > Action > Experience  > Loyalty
How do you peek interest? It’s driven by relevancy:
  1. Immediacy
  2. Personaliztion
  3. Interpretation (how do you add value)
  4. Authenticity (how do they relate to the brand)
  5. Accessibility
  6. Embodiment (connection)
  7. Patronage (the “good feelings” attached to doing something you ask)
  8. Finability (how well can you be found)
Aligning strategies with customer expectations:
  • Consumers have rapidly embraced digital channels and they have raised their expectations for marketers.
  • Move from campaign focus to customer focus: Know Me! Engage Me! Lead Me!
  • Think about how you can service your customers and speak to them using SMS and various mobile touch points.
  • Biggest ROI comes from RELATIONSHIP marketing (email, mobile, social, web, display, video)
Mobile:
  • 44% of customers surveyed wanted to have promotions sent to them via SMS.
  • Customer look for a variety of content via SMS: discounts and deals, location based offers, in store sales and events, invites to sweepstakes and contents, gift guides and product recommendations.
  • Build a relationship with first before EVER sending an SMS to them. People feel more invaded, insulted and turned off getting a spammy SMS then they do getting spam via email.
How to Help Them: 
  1. Awareness
  2. Interest (relevant offer)
  3. Desire (Location)
  4. Action (Notifications)
  5. Experience (Sweepstakes and customer service communications)
Make sure you get permission before you send anyone an SMS. It’s FAR too personal to muck around with it.

 

SMS is Most Effective When
1. Communicating time sensitive information quickly
2. Communicating time geographic specific info
3. Communicating VIP “insider” information
Follow FAB as a brand. They are doing their marketing properly. 30% of Fab.com’s sales come from mobile.
Keep reading – The Attention Economy – The Myth of Multitasking

Google Mobile Opportunities for Publishers

Google AdSense on your Mobile DeviceThis week I’m blogging about Google AdSense and various opportunities for publishers across multiple platforms using Google’s suggestions from their Google AdSense in your City series.

The third part of their invitation only session in Vancouver last week covered essential mobile marketing tips and strategies for publishers and small businesses. Here are my notes from the session.

  • Get a mobile site once your website gets 10-15% of visitors through mobile devices.
  • Know how much traffic you get to your site through your analytics.
  • By 2015, Mobile Users will Surpass Desktop Users.
  • In the next 18 months, 15-30% of traffic to your site will come from mobile.

What’s your Mobile Strategy?

  1. Replicate Top Content (retain mobile users that want to access content on the go) ie: CNN
  2. Add unique mobile content (provide additional utility to engage with your brand on the go.

Tip: use Google analytics to find out where your visitors are spending all their time on your site then transition that over to mobile.

Mobile Site Best Practices

  1. Use mobile site redirects
  2. Minimize scrolling, pinching and zooming
  3. Simplify Navigation
  4. Design Pages to Load Fast
  5. User Analytics to Learn and Iterate

Test Your Site @HowToGoMo.com

Google’s Mobile Offering

  • Google AdSense for Mobile
    • Text and Image Ads
    • CPC and CPM pricing
    • Recommended Sizes: 320×50 & 300×250
    • Performance reports: Adsense for mobile content
  • Admob (App) for Mobile Apps
  • DoubleClick DFP – can use for mobile ad management.

Don’t place more than one Google AdSense ad per screenshot. No more than three ad placements allowed per mobile page.

Tip: You can build a free site with DUDAMOBILE – They will do everything for you.

Creating your Mobile Site – Things to Consider

Service Type

  • Do it yourself
  • Find a vendor

Cost

  • Free
  • Monthly
  • Annualized

Time to Build

  • 1 Day
  • 1 Week
  • 1 Month+

Check out your existing Google analytics to determine how quickly you need to get a mobile site up. If you’re in the 10-30% range, now is the time to consider getting one up!

Trends & Innovations in the Affiliate Marketplace – Live Blog Post from AMDays

I’m live blogging in a few different places this week while at Affiliate Management Days (the new affiliate management conference in San Francisco) and so far I’ve found it to be really fun and interesting. I’m sitting in a session called Trends & Innovations in the Affiliate Marketplace being taught by Google’s Ali Pasha.

I have to leave early, but here are my take aways from the first 20 mins of this session:

  • Google affiliate network spends 70% of their time thinking about what will move the needle and push the limits to trends and innovation optimization.
  • Top three focuses: Social, Mobile and Commerce

 

Social

  • Social was actually started by PC Flowers and Gifts (they had about 2300 affiliates in 1996) and they recognized the gap between communications – especially between multiple people at the same time.
  • The new kind of affiliate is the social affiliate – and especially if CELEBRITIES become affiliates themselves. Not only will they create a ton of cash, but their followers will benefit from riding the coat tails of celebrity product endorsements.
  • Make sure as an affiliate manager you’re providing affiliates with tools they can use in the social space. Think of how the promotions would look as an end product and provide what they need to help them achieve that look.
  • Think about fashion bloggers and mom bloggers and provide tools that make their posting faster and easier than past.
  • Create a social presence – offer your followers incentives  – engage with partners building social
  • Follow this lead from customers: Demand – Ideation – Production – Distribution (Threadless.com is extremely successful at this – they speak with your community FIRST, then design the product and make it)
  • Shapeways.com executes well on nurturing a community to harness ideas and creating products based on that need
  • “Turn social data into doing”
  • Enable users to get connected with your product early

 

Mobile

  • Make sure your conversion tracking works!
  • Tables are here to stay – they are DIFFERENT from “mobile” – you do not use tables when you’re on the go and does not have the same constraints as a true “mobile” device (have separate experience for tables / mobile)
  • People who are on tables are more likely to buy than someone on their phone therefore focus on these first
  • HowtogoMo.com helps you evaluate how good your site is to go mobile
  • 93% of US retail shopping is still done offline – 70% use a smartphone while shopping in store
  • Google wallet will help increase conversions on mobile and tablet devices as you no longer have to carry your wallet – have the info in your phone and even connect it so you always collect loyalty points through your purchase. This can be done even for offline sales.
  • RingRevenue.com and RevTracks.com work with Google to help leverage the affiliate marketing channel.
  • Offer complimentary “online” “offline experiences for customers that can be leveraged by affiliates

 

Tips

  • Track your shopping cart abandonment rate, then create a coupon strategy around fixing that.
  • Segment everything – so you can track and make better decisions going forward
That’s all I have time for at the moment. Must go feed the baby. Will post on the Types and Value of Affiliates by Kush Absulloev of VMInnovations next!

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