How to Put Data Back to Work in a Post-Facebook World

by Garrett Griebel

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Facebook's dropping of third-party data sources has a lot of brands asking the question

Are we prepared to advertise with only first-party data?

 

 

The removal of partner categories from Facebook's ad platform has sent many advertisers reeling. Where before Facebook allowed you to import third-party audience targeting data to maximally optimize your ad campaigns, now many are feeling left in the dust by a platform trying anything to correct its past mistakes.


So what does this mean for your brand? First, it means that if you invest heavily in Facebook as an ad platform that your ads will now have a much smaller, less targeted reach. This might not be a hurdle for larger brands that have millions of followers already, but for smaller brands still building their audience this can be a major roadblock to seeing returns on ad spend. Second, it means that your ad spend on Facebook will no longer go as far as it has in the past. Facebook's proprietary audience data is sold on an auction and now that they have removed all competition, Facebook finds itself holding all the cards while everyone vies for the same set of vital user data. This results in fewer advertisers getting access and skyrocketing costs for those who do. Third, it means that in order to expand your reach on the Facebook platform your brand will have to invest heavily in first-party data collection - something that many digitally native brands may not have the budget or expertise to invest in. This presents a problem for many burgeoning online brands - how do we expand in this new post-third-party data world?

 

 

This presents a problem for many burgeoning online brands - how do we expand in this new post-third-party data world?

 

 

Here at FieldTest we believe that third party data driven targeting is an important part of growing your digital brand and achieving advertising wins. That's why we have baked it into our ad platform. With the FieldTest platform you just log in, set up your ad campaign and let us provide you with the capabilities to target audience segments custom tailored to your campaign needs. We have access to 135 data vendors and tens of thousands of audience segments, meaning you have the power to target only the people most likely to want to engage with your ads. In past campaigns we have seen third-party data used to drive impressive conversions for clients in a wide range of clients ranging from finance to education, from health and beauty to cannabis. One health and beauty campaign saw conversion rates increase 50% after adjustments made thanks to third party data insight. Combine all of this with our access to 53 ad exchanges - meaning we can get your ads on virtually any site anywhere across the open web - and you'll find your ad spend put to much better use than in the new, overly-competitive Facebook environment. At FieldTest, we ensure that you have all the tools at your disposal to achieve campaign successes.


Contact FieldTest to get started advertising your business with all the power of third party data targeting today.

 

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Unlocking the Secret of Programmatic Advertising Success

by Shane O’Halloran

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Potential clients often have a lot of good questions about FieldTest’s services.

How long does it take before you see results?

What kind of ROAS can you deliver?

Is there a limited amount of inventory available?

Can you hit my target CPA?

How much should I spend each month?

 

 


When answering these questions we like to share how FieldTest delivers successful campaigns for specific clients we have worked with in beauty, finance, education, home goods and sports. For example, let’s look at one of our beauty clients, where we continue to see their results improve week on week, due to their consistent monthly investment in FieldTest's Programmatic Optimization services. In their third month with us we reduced the CPA by 47%, increased ROAS by 112% and saw purchases increase by 77%.

After four months in, our beauty client has seen ROAS increase by 32%, reduced CPA by a further 28%, bringing our overall CPA across four months to 14% less than our client’s original goal. From the first month in the campaign we saw ROAS increase by 270% and CPA drop 76%.

Viewing this, a clear pattern arises - the longer you invest in building your brand with FieldTest, the more significant the results. Why is this? We have access to all of the exchanges, on virtually any site you can think of. Due to the amazing supply of inventory and the power of audience targeting we can perfect your campaign to deliver the best results.

The first period of the campaign is where we gather key information about who your target customer is. For this particular beauty client the first month is where we begin to find their most lucrative consumer, where we saw revenue being generated after just three days!

In the second month of the campaign we saw revenue increase by 27% along with ROAS increasing by 32% and also reducing the CPA by 27%. This is due to that fact we were able to implement the correct changes and find the right purchaser from the mass of data, thus optimizing the product towards the key audience. Optimizations include looking at which devices work best, what position on a webpage is the customer clicking on your ad unit and which supply vendors are surfacing the right customer, to name a few.

As the campaign continues, weekly blacklist are complied to fine tune towards the optimum sites to display your ad unit. At this point, the data gives the campaign even more power to perform.

FieldTest now has not only learned who our client’s customer is, but we can also close sales through retargeting due to pixel placement over this time.

For some of the brands we work with, time of day, geo, fold positioning and site-specific targeting can drive down CPC and CPA. For this particular client geo was key to reducing the CPA and CPC, with the majority of revenue and clicks largely being driven from California, Florida, New Jersey, New York and Texas. In order to focus on these states we decided to pay more to have the ads displayed in these states. We also saw that mobile was driving similar sales to desktop, but at 47% less CPC, to optimize we reduced what we bid on desktop and increased our bid on mobile.

This is a scenario where patience has proven to be extremely successful in delivering results that outperform our clients goals. This client has just renewed for the 6th month in a row.

FieldTest's first party data on Beauty Consumers now exceeds one million uniques. Our mapped lookalike audience is now greater than five million consumers. Contact us today to get started reaching your customers with sustainable, scalable ROI.

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Declining Facebook Reach is Squeezing Publisher’s Branded Content Business

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Facebook’s audience targeting has previously helped publishers expand their audience reach outside their own properties but now Declining Facebook Reach is Squeezing Publisher’s Branded Content Business

“[Publishers] now recognize that users coming from the paid channel are more engaged,” said Jared Lansky, Keywee’s chief strategy officer. “Instead of selling a $50,000 deal against your organic distribution, you can sell a quarter-million-dollar deal against Facebook distribution.”

Over the past six months, the amount of money publishers spent to distribute branded content on Facebook has risen dramatically, according to Keywee, a content marketing tool. In the fourth quarter of 2017, spending on branded-content distribution leapt 159 percent year over year. Spending grew 231 percent year over year in the prior quarter, according to Keywee. The company wouldn’t share raw dollar figures associated with the increases.

Here at FieldTest we’ve seen rising CPMs across all Facebook properties. Notably, we’ve seen CPMS in excess of $15 via the Facebook Audience Network. Using our Platform, our clients can enjoy premium inventory across major publishers with audience data targeting and our proprietary data for CPMs under $5. Our partnerships with Content creators, Publishers and Creative agencies have produced some of our most successful campaigns as the great content they produced for clients found new customers via our Platform.

 

 

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Facebook Traffic to News Publishers Declines Again

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Facebook referral traffic continues to decline (as much as 20%) for publishers who previously enjoyed the benefits of the News Feed, according to this Digiday article. FieldTest was built to put your content in front of the right audiences. Our optimization tech ensures that your content will be seen by the right people. FieldTest is the Fourth Platform for marketers, designed for content creators.

Publishers worried about their declining referral traffic should consider running promotional campaigns with FieldTest for their custom content campaigns. With FieldTest amplification, your advertisers will get the new customers they are hoping to attract, and you will get new traffic for your site. Write to sales@fieldtest.la for more info on our new easy-to-use amplification platform.

 

 

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