Data Meets Creativity Magda Maragoudaki, Social Media Conference ‘14 @ Athens

Facebook Pages

Apps

User

Advertising CRM

Websites/Microsites Brand & Competition

Monitoring Tools

Data

Creative

Text

Image

Video

Facebook Pages

Apps

News feed vs.

Right Hand

Desktop vs.

Mobile Product Offering

Call-To-Actions Available

Ad Formats

The Virtuous Circle

Data Creative User

Collect Evaluate

Produce Run & Test

After analyzing

• 800 campaigns

• from 12 different verticals

• with 2m clicks and 2,7m conversions

Key Findings & Learnings

Up to 7x Higher Conversion Rate if Discount %

in Image/Text for Retargeting Campaigns

Up to 10x Higher if Voucher Code provided

Zoomed-in photos of human figures had

30%+ Higher CTR than brand logos

Logos outperformed all other images in the case of

Financial or other high-cost services/products

Always remember

different

users react

differently to different

stimulus

Provide users with

incentives

Key Findings & Learnings

Produce

eye-

catching,

News feed-

friendly creative

Create

mobile-custom

ads

Mobile News feed ads delivered

50-70% Higher Engagement * depending on vertical and campaign objective

20x Improved CTR in News feed than RHS

26x Higher ROI in News feed than RHS

Segment your CRM

data

45% Lower CPA for custom

up-sell & cross-sell offers

Key Findings & Learnings

Creative rotation strategies had

35% Better CTR than those not using them

Test

multiple creative

Invest in

more engaging

ideas

Creative performance started deteriorating

after 20 days

Refresh

creative regularly

Interactive games/apps had 10x Better

Engagement than single lead form contests

You’re Not Alone

magdam@forestview.eu

facebook.com/magda.mara.56

linkedin.com/in/magdamaragoudaki/ slideshare.net/forest_view