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How to bet on
Facebook Advertising
and beat the odds
Your SMBs Want Results I want more
business!
What stages of the funnel are mot important for SMBs – LSA survey 3.2016
What is important for the SMBs?
What is important for the SMBs?
1. Website
2. Social Media (tie w/SEO)
3. Search Engine Optimization
4. Email Marketing
5....
No traffic…
…No results
SEO is not dead, however ... it
does sometimes stink like a fish.
Google is claiming more and more
real estate on the SERP...
The best place to hide a
dead body is page 2 of
Google search results
Only a fraction of the content really converts
The organic post reach of a typical SMB
Facebook pages has dropped to ~2%
SMB Facebook page with 9725 fans
“Likes” is a vanity KPI
Pay to Play!
Who should you bet your SMBs
ad budgets on?
Search advertising vs. social advertising
Google AdWords vs. Facebook Ads
Facebook Ads Google AdWords
Intent to buy No Yes
Targeting accuracy Very high Limited
Info...
International
performance
insights Q4 2015
Facebook Ads
Country Boarding Kennels case
CPC 0.22£
CPC 0.68£
Facebook Ads
Google AdWords
Serving small businesses
is not like serving brands
SMB marketing budgets vs. SP type
Digital Agencies Big DIFM SPs DIY & Freelancers
$10 - $200$200 - $500$500 - $2000$2000+
Serving medium vs. small business
Medium+ Business SMBs
Monthly budget >$2000 $200 - $2000
Main goals Awareness and conver...
Serving Facebook ads – the math (US)
+Average Media Manager monthly salary - $3600
+Average SMB monthly ad budget - $400
+...
Customer case –Digital Marketing Unit
+Search Engine Optimization (SEO)
+ 21 people, 400 accounts
+ Using a marketing plat...
The customer challenge
+Improve the efficiency of the Social Media Marketing team:
+ Increase the number of accounts per m...
45%
30%
25%
Campaign setup
Campaign optimization
Reporting & cusomer
interaction
Small business campaign effort breakdown
...
Facebook Ads Manager
+ Manage budget allocation and
consumption
+ Focus on accounts that need attention
with rule based al...
Camilyo is bridging the gap between small businesses
and digital consumers by enabling small business to
attract, convert ...
The Local Marketing Operating System
ADMINISTER
ATTRACT
CONVERT
RETAIN
SELF MANAGE
Why Camilyo?
+ Dramatically reduce your operating and licensing costs
+ Provide SMBs with “all they need marketing” at a p...
Thank You!
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LOCALCON 2016 (1)

  1. 1. How to bet on Facebook Advertising and beat the odds
  2. 2. Your SMBs Want Results I want more business!
  3. 3. What stages of the funnel are mot important for SMBs – LSA survey 3.2016 What is important for the SMBs?
  4. 4. What is important for the SMBs? 1. Website 2. Social Media (tie w/SEO) 3. Search Engine Optimization 4. Email Marketing 5. Search Engine Marketing ‘Essential’ Tools for Online Success – LSA SMB survey 3.2016
  5. 5. No traffic… …No results
  6. 6. SEO is not dead, however ... it does sometimes stink like a fish. Google is claiming more and more real estate on the SERPs... Andrew Shotland @localseoguide
  7. 7. The best place to hide a dead body is page 2 of Google search results
  8. 8. Only a fraction of the content really converts
  9. 9. The organic post reach of a typical SMB Facebook pages has dropped to ~2%
  10. 10. SMB Facebook page with 9725 fans
  11. 11. “Likes” is a vanity KPI
  12. 12. Pay to Play!
  13. 13. Who should you bet your SMBs ad budgets on?
  14. 14. Search advertising vs. social advertising
  15. 15. Google AdWords vs. Facebook Ads Facebook Ads Google AdWords Intent to buy No Yes Targeting accuracy Very high Limited Informative & rich Yes No Cost of media Cheaper Costlier Cost of providing service1 Medium - High High Expertise of media manager Medium High % conversions Lower Higher Cost per click Low - Medium Medium – Very High Mobile experience Rich Poor2 1Using Facebook & Google native interfaces 2Good for driving calls
  16. 16. International performance insights Q4 2015 Facebook Ads
  17. 17. Country Boarding Kennels case CPC 0.22£ CPC 0.68£ Facebook Ads Google AdWords
  18. 18. Serving small businesses is not like serving brands
  19. 19. SMB marketing budgets vs. SP type Digital Agencies Big DIFM SPs DIY & Freelancers $10 - $200$200 - $500$500 - $2000$2000+
  20. 20. Serving medium vs. small business Medium+ Business SMBs Monthly budget >$2000 $200 - $2000 Main goals Awareness and conversions Conversions Main challenges Optimized ROI ROI Effort spent on Setup and optimization of multiple targeting and creative variation Setup and monitoring of large number of small budget accounts Cost of service / cost of media Reasonable High Churn probability Average High
  21. 21. Serving Facebook ads – the math (US) +Average Media Manager monthly salary - $3600 +Average SMB monthly ad budget - $400 +Management fee 30% - $120 per account +Number of accounts needed to cover salary cost - 30 +Number of accounts a media manger can cover* – ~20! *Using Facebook native Ads Manager or Power Editor
  22. 22. Customer case –Digital Marketing Unit +Search Engine Optimization (SEO) + 21 people, 400 accounts + Using a marketing platform: YES +Search Engine Marketing (SEM): + 6 people, 650 accounts + Using a marketing platform: YES +Social Media Marketing (SMM) + 11 people, 240 accounts + Using a marketing platform: NO
  23. 23. The customer challenge +Improve the efficiency of the Social Media Marketing team: + Increase the number of accounts per media manger by 50% + Increase campaigns effectiveness by 20% + Improve the quality of reports sent to customers + Improve budget management and control
  24. 24. 45% 30% 25% Campaign setup Campaign optimization Reporting & cusomer interaction Small business campaign effort breakdown • All media managers see all campaigns • Constant drilling up and down the campaign hierarchy • No way to see which account needs attention • No budget control • Manual process Involving translating FB insights to a language SMBs can understand • No standard reporting templates • Huge effort in rekeying detailed targeting info • No reuse of existing content • No reuse of “business know how”
  25. 25. Facebook Ads Manager + Manage budget allocation and consumption + Focus on accounts that need attention with rule based alerts + Re-use owned content (website pages, products, coupons & blog posts) + Create and reuse targeting templates across verticals + Generate “success” reports easily understood by SMBs
  26. 26. Camilyo is bridging the gap between small businesses and digital consumers by enabling small business to attract, convert and retain consumers online. Camilyo’s Mission attract convert retain
  27. 27. The Local Marketing Operating System ADMINISTER ATTRACT CONVERT RETAIN SELF MANAGE
  28. 28. Why Camilyo? + Dramatically reduce your operating and licensing costs + Provide SMBs with “all they need marketing” at a price point they can afford + Generate new, revenue streams by offering recurring services + Establish a “point–of–sale” for additional services via the SMB portal + Get your SMBs involved and “hooked” on online success + Focus on delivering value & ROI
  29. 29. Thank You!

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