For KPIs, we have CPC, CTR, landing page views, and ad relevance score.
Conversion Artjoker team at the Google
Artjoker team at the Google In terms of conversion targeting, Julien recommends using the “prospects and subscribers” database, lowering the lookalike percentage (between 1 and 3%) and using retargeting (on large visitors and dynamic visitors).
For KPIs, it’s about focusing on performance via the information that will come back from the pixel installed on the website or the application SDK:
- Purchases, installations, completed forms;
- Acquisition cost;
- CA, ROAS, COS.
Retention Artjoker team at the Google
Finally, the ultimate goal is retention. This involves generating engagement and getting customers to become prescribers.
All databases are to be used (global customers, VIPs, former customers).
The Facebook Ads Toolbox
Julien begins by addressing the topic of formats and takes the opportunity to emphasize video again . It is an essential format, which is not that complex to create with the tools at our disposal, the simplest to develop being undoubtedly the animated GIF .
Canvas is also a format not to be missed. This full-screen experience is easy to implement thanks to predefined templates. It’s a format suitable for all funnel objectives. It allows you to be comfortable with storytelling and present your products buy phone number list while achieving both branding and conversion objectives (since you redirect each time to the pages intended for an immediate purchase).
The Collection (and Lifestyle Collection) is a mix of branding and 100% mobile storytelling, with a direct link to the product catalog. The Lifestyle Collection allows you to label products within the image, just like a La Redoute catalog.
Instagram Stories , finally, are increasingly popular today. Julien warns that they certainly require a little more work in terms of creation, but the impact and performance far exceed what we usually achieve. This immersive format, ideal for storytelling, allows us to reach a younger audience in particular.
The features
We’ll start this section with Reach & Frequency , which has the advantage of allowing you to sequence the how to use customer insights databases for targeted campaigns broadcast of ads, and therefore tell a story. It’s also one of the few features where you can adjust the broadcast frequency. Julien recommends booking CPMs well in advance.
Drive -to-store is particularly widely used in the automotive sector. It offers specific formats, including the route button, which opens the map. All messages are geolocated: it’s not Peugeot that speaks, but Peugeot Bordeaux, for example. This allows a message to be broadcast on all location pages at once.
This feature allows you to retarget visitors at points of sale and track offline conversions by point of sale.
Lead Ads are very useful in the B2B sector. The advantage is that they remain on Facebook. The fields are pre-filled, and you have the option to add gambler data custom questions.
DPA (Dynamic Product Ads) is multi-sector (travel, automotive, real estate), which allows for specific features in dynamic retargeting. Julien claims that DPA allows for an average ROI of three times that of traditional conversion campaigns.
