Financial Services & Facebook Campaigns
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These slides were presented as part of a panel with Twitter, GSN (game developer), and Nanigans (Facebook advertising software) at The Ad Club's "New Currency" event on February 6, 2012 at the Boston Harbor Hotel. The event examined how social and mobile are transforming financial services, with this presentation focusing on financial services companies' Facebook advertising campaigns.
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Financial Services & Facebook Campaigns
- 1. Financial Services & Facebook Campaigns Ric Calvillo, Founder & CEO facebook.com/nanigans ric@nanigans.com @nanigans
- 2. Identifying Inefficiencies & Opportunity U.S. Ad Spend per User/Subscriber Facebook Radio Magazines Internet TV Newspapers $0 $50 $100 $150 $200 Gain customers, not clicks www.nanigans.com
- 3. New Ad Opportunities Require New Tech Effective social advertising is in the details Global Market Reach Volatility Multiple Measuring Ad Types ROI Gain customers, not clicks www.nanigans.com
- 4. Commercial Banks Fan Reach & Demographics on Facebook Facebook Reach (Relative) 30% 70% < 20 13% 21-30 25% 31-40 20% 41-50 20% 51-60 14% 60+ 9% Capital American Bank of Discover Citigroup 33% 18% 48% One Express America Gain customers, not clicks www.nanigans.com
- 5. Financial Services Campaign Goals Fan Acquisition • Marketplace Ads and Sponsored Stories Registration / Form Completion • Both on and off Facebook Apps • Installation and in-App engagement Gain customers, not clicks www.nanigans.com
- 6. Facebook Apps in Financial Services Gain customers, not clicks www.nanigans.com
- 7. Financial Services Campaign Results CPC CTR $1.50 0.06% $1.00 0.04% $0.50 0.02% $- 0.00% Gain customers, not clicks www.nanigans.com
Editor's Notes
- GLOBAL800M active users75% outside the US in over 200 countries70 languages supportedHow can you capitalize? Which audiences convert best?VOLATILEReal-time marketplaceFacebook’s suggested bids rarely optimalUnderstanding of timing, competition, creative, targeting, etc. lead to higher marginsHow can you take advantage of the volatility?COMPLEX, W/ MULTIPE AD TYPESMarketplace Ads have several components7 types of Sponsored Stories, each with different content and placementWhich is best to use when, and to meet specific goals?DELIVERING ROASThriving engagement and commerce opportunitiesAttributing this value back to the original ad is challenging Large amounts of data and modeling required to optimize for ROIWhich ads drive purchases and word-of-mouth referrals?
- GLOBAL800M active users75% outside the US in over 200 countries70 languages supportedHow can you capitalize? Which audiences convert best?VOLATILEReal-time marketplaceFacebook’s suggested bids rarely optimalUnderstanding of timing, competition, creative, targeting, etc. lead to higher marginsHow can you take advantage of the volatility?COMPLEX, W/ MULTIPE AD TYPESMarketplace Ads have several components7 types of Sponsored Stories, each with different content and placementWhich is best to use when, and to meet specific goals?DELIVERING ROASThriving engagement and commerce opportunitiesAttributing this value back to the original ad is challenging Large amounts of data and modeling required to optimize for ROIWhich ads drive purchases and word-of-mouth referrals?