Selling a Healthy Lifestyle

One of the first experiences with this tool was its use for a mobile app with maps, when it showed a map of a certain country in relation to a user’s location. This basic personalisation helped our client MAPS.ME to double the number of app installs.

Soon it became clear that videos could be personalised based on product feeds as well as target audience settings. So we started making videos with automatically updated product feeds. This meant the consumer got ad impressions of goods or services that were more relevant to them, and they responded to such advertising more willingly.

This was an innovative solution in the industry, and that same year Facebook awarded our product with the Innovation Spotlight Trophy for Personalised Marketing at Scale.

The undeniable advantage of our product for advertisers is that personalised videos can be created in unlimited numbers, permanently updating the relevance of products with minimal effort. With our tool, you can create thousands of videos in the same amount of time as it would take to create a single video constructed from a ready template.

 

Okay, that’s the past – what about today?

Nowadays, video is becoming the most significant format in advertising, especially in mobile.

Video content is increasingly dominating our Facebook and Instagram News Feeds. At the same time, one and a half times more people watch videos on smartphones than on computers. According to Facebook’s forecasts, by 2021 more than 78% of global mobile traffic will be from videos.

In the same study, among the apparent advantages of mobile videos respondents identified ubiquitous viewing capabilities (64% of responses), personalisation (53%) and convenience compared to other devices (46%). Users like personalised videos on Facebook and they actively create, view, and share such content.

It’s not just users who see personalisation as an advantage. Brian Hale, Growth Marketing VP at Facebook, graphically demonstrated in his F8 presentation that personalised newsletters give a 40% increase in conversions. Another statistic said that the retention rate of personalised videos is on average 35% higher than a standard video.

The benefit is obvious.

But how could this tool be applied to the vertical of financial technologies, where, as Facebook claims, “creativity is a lever for a business in finance”?

Together with Capital.com we came up with an elegant solution that has paid back the costs for the overall Facebook ads delivery many times over.

 

Case Study: Capital.com

We took a challenge to launch a mock campaign for mobile app installs from 1-30 April.

 

Anita Koimur, Head of New Business at Aitarget:

“We love to experiment in our internal Innovation Lab, and when we came to the client with our idea, we were sure that this approach should work. But since the solution is the only one of its kind in the world, as far as we are aware, we did not know exactly what ROAS to count on. It just so happened that the result has exceeded all expectations.”

 

We assembled the target audience from retargeting, and expanded it with a Lookalike audience: an audience of new users with similar interests. Then we restricted the audience by age, gender, and first-tier countries to narrow it to statistically more probable traders.
Next, we collected volatility data from the current day and started showing it to the audience, updating the feed daily to automatically generate new video creatives.As a result, every single member of the target audience saw a specially tuned clip with up-to-date data of the shares that they either already traded or were potentially interested in.Thanks to this automatic hyperpersonalisation, everyday targeted users receive the ad content that most meets their prime needs.

 

Social media allows businesses to cast a wide net for potential customers, but given every product is not for everyone, it’s all too easy to be inefficient with your advertising. All too easy to spend money on connecting with people who just aren’t interested in what you have to offer, to put too-generalised ads in front of potential customers and fail to connect. That issue is amplified when it comes to special products that are most useful for niche audiences.

The solution is to apply a thoughtful strategy to your advertising: if a product is not for everyone, then neither should your ads be. Think personalisation, think targeting.

Makes sense, right? But how do you do it? That’s where Aitarget’s expertise, and particularly our personalised video tool, comes in. We’ve been proven to help businesses easily and efficiently create a range of video ads targeted towards different segments of their audience.

Most people prefer social media ads tailored towards their interests and shopping habits. As our recent experience with premium skincare brand La Roche-Posay shows, taking a short time to strategise and personalise your offerings can lead to ads reach increase and the significant CPC drop.

 

Case Study: La Roche-Posay gets sensitive to its differing customers needs

Put simply, the cosmetics market is massive, and still growing. It’s predicted to reach $805.61 billion in revenue by 2023. But it’s a tough market: overcrowded, overflowing with choices (seven major leaders alone own 182 health and beauty brands), and customers can be indecisive – 43% of shoppers visit multiple beauty websites before making a decision.

All of this can make it even harder to stand out from the crowd.

Over the summer season, La Roche-Posay teamed with Aitarget and iProspect to launch a seasonal brand campaign about its new sunscreen product line. With different sunscreens designed for people with different skin types, one size would not fit all for social media ads.

A key consideration was that La Roche-Posay has a focus on people with delicate skin, and many of these people either don’t like to talk about their skin issues (e.g. acne), or don’t have a lot of time for searching for the right product (e.g. busy parents). However, they would be happy to come across products designed especially for them as the summer kicked in.

 

Digital&eCommerce&CRM manager for La Roche-Posay, L’Oréal Russie:

“La Roche-Posay cosmetics are dermatological skin care for people with different skin conditions. In our sun care range, which was promoted in the campaign, we have 20 products, answering the needs of different skin types. That is why it’s crucial for us to target our consumers accurately, and offer them the exact product suitable for their skin condition.”

 

The solution? Aitarget’s video tool, which allowed iProspect and La Roche-Posay to easily create many different video ads, each focused on a different niche audience within La Roche-Posay’s market, and put the right ad in front of the right people.

 

Head of Paid Social at iProspect:

“Personalised video content in social networks is still a novelty and challenge in 2018 because there are no ready solutions for publishers in this area, whereas the potential for using such tools is obvious. In addition to the ability to communicate more accurately and comprehensively, video also has a positive effect on buying optimisation.”

 

Personal care

We needed to show potential customers that they could easily find and buy the best skincare product designed for their own skin type, age, or lifestyle. The ad campaign stressed the personal care La Roche-Posay’s range offered customers, and their special approach.

iProspect Agency segmented La Roche-Posay’s target audience into 10 groups according to their skin care preferences (babies’ mothers, mothers with children from 3-12 years old, fitness enthusiasts, outdoor activity lovers, women 45+, skin care fans, etc.).

Each audience would receive customised individual videos and messages.

 

Head of Paid Social at iProspect:

“A personalised message allows you to maximise the potential for targeting precision in social networks and make even a simple campaign more creative with more insights. The automation of the processes of creating such content is a real necessity, not only for the beauty segment, but for any FMCG, where brands tend to focus on a large number of different audiences, consumption behaviour, and other insights. Likewise, such automation and personalisation is important for the whole of retail, wherever there is a product feed and thousands of products wanting to be promoted in the video format.”

 

iProspect provided Aitarget with three videos with summer themes and visuals. From there, our video tool generated more than 90 videos for the ten different audience groups, tailored to three different ad placements: Instagram Feed, Facebook Mobile, Desktop News Feed.Many of these ad sets were created automatically, and much time was saved as our tool cropped individual videos and adjusted the creative to best fit different placements.

Working with fintech companies we were surprised to discover that 22% don’t use Facebook Pixel in their marketing arsenal. This is a big mistake.

Failing to use Pixel means you can’t make the most of Facebook advertising: to correctly analyse the funnel, or to set up targeting and audience properly.

If you have no Pixel on your website right now, start by installing it.

To make sure everything works as it should after installing Pixel, use our checklist.

 

Define the Funnel

You should have a clear image of your client’s pathway from first contact with your company right up to opening an actual account. This is crucial for refining the engagement. Make a roadmap of your client journeys. For instance, a user sees an ad, then goes to the website where he or she clicks on sections in the menu, signs up, starts a demo account, opens an actual account, and finally tops it up regularly.

Aitarget’s Dynamic Video with automatic graphics generation for Capital.com

 

Forget clicks, target the right actions!

If you’ve ever heard that conversions depend on the number of clicks you get – forget it! That’s a lie. According to an internal Facebook study, the correlation between clicks and targeted actions is less than one per cent. Focus on what you really need.

You have set the Pixel, designed the funnel, made effective creatives, set the optimisation on conversions, but there’s still something missing.

In order to make your campaign its most effective, above all, you should run A/B-testing. This will demonstrate to which audience and with which creative it is better to target.

Next, make sure the audiences in ad sets within a single campaign do not overlap.

Otherwise your ads will start competing against each other and the price of your targeted action will rise. Use Show audience overlap in Business Manager’s Audience section to cross-check your audiences.

Throughout this guide we have highlighted the main rules for financial brokers to run a successful ad campaign on Facebook, but each business is unique. So our experts are always happy to offer you an individual solution to make your ads most efficient.