Facebook marketing 101 - Boost your revenues with high-value users

[Music] thank you good morning everyone thanks for being here I'm elasticity the partner manager in Facebook in the global gaming team and my team we work with small medium and big gaming companies and for the small and medium that is my side of the business we try to work with them to assist them and help them in growing from hero to zero if I do my job correctly and today I'm gonna drive you through some of the updates to the solutions that we are building in order to achieve this this helped but before this before going through this I want to to just give you an up what is top of mind for us when we developed for this kind of solution so first of all mobile we're always talking about mobile we spend as users as gamers our life our lives on mobile and mobile is not only the thing that is taking our time but it's also the way we are spending our media time so 20% of our

media time is spent not only on mobile but in apps so as users and as people as gamers we have a lot of opportunities a lot of different apps to choose from a lot of different games so given nonetheless this this trend there's some trends there are some metrics that are still can be a challenge so if you look at day seven and they 30 retention day 7 retention on average we see going to 10 12 10 to 12 percent on average and and we look at the 30 retention we see a mayor 4 to 5 percent at that day so building a great game is no longer enough we need to find different solutions to get those valuable users and this is what we think when we when we develop products for this specific vertical so today before we're running again into product I wanted to to show what are the pillars for us when we build different products so we think about audiences in terms of

for example customer deals so their engagement efforts we do them through custom audiences through look-alikes for example so finding players that are similar to the players that we already know for example paying users or more active users inside yet we think about optimization you might already know most of the optimization opportunities already available so appearance values are looking for people that will increase our return on our zone that span and I will talk you through will take you through two of the new optimization solutions that we are rolling out we will talk about a new creative format that you might already heard of and a new placement so how to extend the reach on our family of apps even more so first of all we were at the earlier this year where we announced that we were working on a more immersive full screen experience inside the newsfeed I'm talking about the playable ads earlier this month we announced that they are now available to all of all of gaming advertisers so you can find them

inside your your ads manager and let's go through some of what are the elements that compose there's this new format so there's three major elements there's a linen video there's a game demo and a call to action equally very very important first of all the lenient video this is maybe one of the most important elements because is what the users will see inside the inside the newsfeed so it's something that will drive the users to try the game itself and has to be something that maybe here's something that is recalling what the experience inside the playable would be then the videos are not starting okay this was the leading video then we have the game demo itself so the chance that the users have to try the game for free instantly inside the news we saw from the new experience they are driven to this full screen experience inside always inside Facebook without downloading the app so this is a short form playable experience and the call to action can be inside the

game demo so what we want them to potentially achieve so to download the game it can be through the game demo but eventually at the end that will be the contraction that will drive users to the Apple Store or to the to the Play Store or to a website to download game we've seen tremendous results with partners that tested them during the beta testing phase and I wanted to share with you some of the best practice that we saw working very good so first of all I said it before the importance of the Linnaean video so the video is something is what will drive the users inside the playable so has to be high quality as to follow all the best practices that we always we always talk about considering the creative site so the users attend user attention is at maximum in the first seconds so those seconds are the ones where we need to catch the attentions of the users if we have some catchy element let's put them in the first seconds of the video and we saw that the greatest performance were

achieved by the videos that we're kind of a short tutorial of what the users will find in the playable so not only on normal you a video but a specific video for the playable itself the demo then the playable itself has to be clear and fun first of all fun because it's a playable I want to play I want to get in love with the game and second clear when I say clear is we saw that the greatest performance were achieved by the playable that showed some kind of progression inside the game so what kind of levels you were achieving inside the inside the playable how long was the time spent between the the the start and the end of the session so these were two very important elements consider always that the players that will try the game inside the playable are completely new players they didn't research for your game that didn't download the game so they find it inside the newsfeed there are new players to you so get try and get what what is the element that is very typical for your game and that can really get the hook out of the out of

the user and in terms of creative instead what we always say is consider what is driving you to install games when I think about what's driving me installing games is maybe the game langt meaning that what what will look like at the level 50 what will look like a level 150 so show me the progression inside the game is the game hard game an easy game what are what is the visual appeal of the playable that we want to give to the playable all of these are different elements that can be combined and they will eventually end up in a different playable so with a different video or a different format and says is a performance business there's nothing more important than testing so test test test that's different combination between a square video and a portrait video with a playable on some different lengths so give let's see what what combination works best don't give anything for for granted

so we talked about labels I want to talk now about stories before talking about stories I wanted to get a bit back to what we were saying before about the consumers shift to to these new these new formats so what happened during the last years iPhones exploded all the phones exploded in quality of the of the content produced so the sharing of videos and photos exploded the content became more immersive more fun with stories I can contact my friends superfast is a more authentic and fast way of way of communicating I can add gifts I can add a lot of things so it's a more immersive and fun and the phones are held vertically so besides some games where I'm forced to rotate the rotate the phone the greatest majority of all the activities that I will do on my phone are with the phone held vertically so also consider this when for example creating the creatives or like understanding what kind of game mechanics we can push for in these

formats but what is that drives people mad about stories what is that people love about stories so there's different elements first of all is a full screen so I bought a screen I bought a phone a super expensive phone with a big screen I liked content that's like exploit the full real estate of the phone they're playful so they can add gifts I can interact with the story so they're interactive they're authentic in a way where stories are kind of an unpolished way of showing my social presence so they disappear after 24 hours I don't really care what I'm putting so I just can play with the with the photo and extending it and then they're interactive so in I can talk directly with my friend after I posted the supposed to the photo and I can also talk with businesses so indeed there's one third of all the stories all the most viewed stories are from businesses so people they don't kind of the difference between a story from a person a story from a business if

done correctly is not really seen as like because it's a it's a very authentic way of communicating and we saw tremendous growth also on this platform launched in August 2016 we're seeing now four hundred million daily active users and continuing this trend we announced in March 2017 the launch of Facebook story so the same format but in the Facebook newsfeed environment and also here we saw tremendous growth 150 million act daily active users which makes it kind of faster growing product than Instagram stories itself and by the by the end of this year so by later later and think next month you'll be able to use Facebook stories to extend the reach of your campaigns so including Facebook stories in all the I say in all the reach about the Facebook family of apps so that will count audience Network will count messenger all the Instagram family Facebook stories and Facebook feed and Facebook stories so extending

the reach even more to to these new placements to reach new people now it's moved to let's say the more you a centric side so the optimization the new optimization solutions that we are slowly rolling out first of all we when we develop over the years companies have changed the metrics that they were using to measure success and we went from clicks and we were offering clicks optimization so looking for people there are more likely to perform this certain action to meet certain business objectives we've moved then over the years thousands and thousand 16 to more advanced solution so just install so looking for people that will just install my app events so people that will perform a certain event inside yet and last optimization we release in 2017 was value so not only looking for people that will purchase inside the game so there will perform the event purchase inside my game but also they will increase the value of this purchase so

maximize their return on ads and but doing all this during all this time we we heard from the from gaming advertisers that they wanted more visibility more control over what they were spending what they were getting from the from the advertisers especially from the from the advertising especially in app purchases based games and that's why we're launching value optimization with minimum rules bidding so this is a betting constraint when you're opting for valuable immunization campaigns that means that you can use the minimum rules for in your bidding strategy and our algorithm will just work on that level of rows or above so it will consistent consistently deliver above or meet meeting the results you are given so having more and more visibility and control over what you're spending as I said before this is a product mainly focused on in-app purchases so games and monetize through in-app purchases

yesterday I attended a lot of talks on the the the I per casual side where Walt keep working also on on that direction and the next optimization solution that I'm going to show you is driven for mainly for hyper casual games and its retention optimization how it works it works by optimizing the delivery of the ads to the people that are more likely to open the app at day 2 or day 7 in terms of differences with the rest of the optimization it's let's say it's kind of an easier way to set up campaign on SDK because it always needs the SDK to be run but we only need the first two events in the funnel so you don't need to pass us all the events down to the funnel to the purchase event but you only need app installed and app launched and with these two events we'll be able to deliver that to the people that are more likely to to increase this KPI so a lot of different optimization one thing that we don't have to think about is

that they are one is better than the other but they just serve different purposes here you find a say a recap of all the optimization solutions that we have on our platform right now so let's say we just care about quantity of installs well beside the quality of it so we'll go through install install would be perfect a perfect solution also for soft launches and when the game is is Newell's the the first phase is over the the the global launch we always suggest use install and then move gradually to a prevent or valley optimization if the monetization is what that what it drives it let's say value so you're looking for high values are value paying users your Caracara borrowers then absolutely overly optimization will be the solution that is for us and if retention is that if it's a hyper casual gamer has monetized game or just retention is a proxy for further success of the game then retention optimization would be the solution for our marketing just to close

a brief recap on what's available right now and what will be available later and later in the health so value musician will minimum growers bidding is available right now as well as playable at so you can use playable as you create playable ads inside inside Facebook platform and coming h2 so at the end by the end of this year we'll have retention optimizations or optimizing towards a state day 2 and day 7 and Facebook stories so to extend the reach even more so that's all for me I of course if you have questions I'll like to respond otherwise I'll sitting there and I can take questions also were there thank you questions you got a question over here hope wait for the mic there we go thanks hello how have you been observing the trend of eCPMs on facebook and the cost of

advertising in my own experience i i've been finding it more and more difficult to to find affordable pockets of traffic probably due to increased competition I would love to hear your insights on that yeah it's more than increased competition is I see of course we see it we see it rolling as their competitors the competition increase but most of the times is not about that is more about - two variables - phenomenon that we call the audience accession and creative exhaustion so giving the I said before is this is a performance business so we are or say at the forefront of understanding how the algorithm works this means that if we use correctly all the older solutions we will exhaust the audience that we will have pretty briefly so an audience of 1 million people if we like we have the correct the correct budget and we're getting the good results after three weeks it would be kind of exhausted so it's more of a matter of testing different creatives

testing different audiences understanding which are the geographies that can invert this trend and and then understand which is the product that is driving this because for example value optimisation an apparent optimization they work very very well with very broad audiences when I say very broad audiences is the bigger the better so 100 million users will be good and with this broad of an audience this phenomenon like audience the suction exhaustion and creative extraction will be delayed after months we'll still need to test different audiences different creatives and try always to keep keep the surf going but testing is absolutely our would be my suggestion [Music]