“Measuring the True Impact of Digital Strategy: The Power of Meta & Search” - Paweł Panawa from Meta

This talk discusses the impact of digital strategy on advertising, specifically focusing on the relationship between Meta and search marketing. The speaker highlights the challenges advertisers face, including the effect of social platforms on product discovery, the shift to video content, and privacy concerns that complicate click attribution. He emphasizes the importance of measuring success through various tools, such as search lift studies, which evaluate the incremental traffic driven by Meta ads. The benefits of automation in advertising, including the use of Meta's Advantage Plus to engage customers who do not actively search for products, are also examined. Through case studies, the speaker reveals that effective advertising on Meta can substantially increase organic and paid search traffic, providing insights for marketers in Central and Eastern Europe.

Hello everyone. Uh thanks to Alice invitation uh my partners uh from the region. I've been able to arrive to you today from Warso where I introduce you to this long speech. Um I'm happy to part work with our partners uh partners and agencies in the central eastern Europe region including Balkan countries including Bulgaria for almost 10 years in meta and today I will be speaking to you

about the how we call it the true impact of the dig digital strategy. I'm I would try to explain how to measure the success of the connection between meta and search and some learnings of our cooperation with the thousands thousands of partners advertisers around the world and how they do that. And when we think about it, the biggest challenge for you today and overall overall in advertising

is not to pay for the customers who would buy your products anyway. What does it mean? There are some people who might see your ads, but they don't need to. Yeah, they might they already decided to buy your products, but they see the ads again on meta, search, whatever. Yeah, but they might not need to see it. And it's possible to think about how to tackle the

challenge. And what what is standing behind the challenges? There are three three shifts which are making let's say the challenge worse. The first one it's the discovery. Yeah. So people are discovering the all the products and services more into the social platforms. And I will go to the data in in the second. Second shift on the social platform is this uh the switch to video. Yeah we

know that yeah on the social platforms people watch video. And third one massive for for the for the problem is the digital shift to privacy. And speaking of the data today most majority of the all of the discovery decisions are happening on the social uh platform this or that mostly on the uh mobile uh phones and on the social platforms over 60% of of the content is

video. There are some platform which are 100% video and the problem with video is that uh just on average you can speak for your own data they get lower CTRs. Yeah. So they they get the lower CTRs which mean which means they have a less clicks and that creates the challenge for the class click attribution. Yeah. Because they get less thick. It doesn't mean that they don't

get don't get attention. Yeah. They and they work for sales. And the third one is this digital which is probably especially in European Union one of the mass probably the biggest of all as we cannot measure the clicks accurately one of some recent studies showed that for multi-touch not for the last click for multi-touch attribution average number of the channels attributes is 1.4 for for multi-touch which

is basically it's also the last click even for multi-touch and going deeper with the data click it's all happening when we are seeing all of this ma major change um driven by AI yes so just recently meta meta launched AI meta AI in Bulgaria European Union have anyone used that if not maybe you're using I don't know Google gym Gemini is amazing. I'm using it to answer

the question about meta chat GPT etc. When it when it's happening, you probably are aware as especially as a marketeers that it's it's shifting some of the traffic usually coming from search to the different place. Yes. So, so by based on the data by Gartner just in the next year reduction it will AI recommendations and all the AI tools will decrease the number of the search traffic

by 25%. It's massive. Yeah. So we're thinking about thinking about the global numbers and going even deeper let's come back here in 20 2018 majority of the discovery for u for if we can think about the let's say the all users globally majority of this discovery of the new products was happening on the TV and search just traditional challenge yeah channels sounds like makes sense yeah people

were see going to the search and seeing the products for the first time and by this global web index data in the last year social was 47% of all discovery already so leading by far and it's you can imagine it's only growing and this this data is covering group of all yeah 18 plus but we we we if we think about the younger generation the numbers are

different by far yeah so probably it will be closer to 100% some said unfortunately But for some people it might be social media just as a major channel for discovering everything. Speaking further when I think about this also about the discovery I think about my wife. Yeah. My wife probably some of you seen sometimes people when they see the window in the phone they are scrolling. Yes.

They scrolling scrolling and then they change the the direction. Yeah. They start scrolling hor horizontally. And that's typically my wife, but I also see it people when I travel in Warso in the tram or or in the metro, people also scroll this way. They probably see Carousel ads yet they see some product cataloges or this or other platform. And this is how my wife discovered the products

and she she said I'm coming to Instagram specifically to Instagram because I like the products I see that I see there. Yes. So she's coming there to discover new stuff, new clothes, etc. And I asked her if do you use search at all? And she said that's a quote. I don't use it because I'm waiting for the products to reach me again. So if she if she

likes something, she's waiting for this the brand to uh reach her again. And the only occasion for her and she's just like she's not in the marketing as as we as we do. Only occasion for her to go to search is when the art of the product doesn't reach her again. So she's really waiting. Yeah, she was like specifically not going. So, but if she the product

don't reach her again on the Instagram, Facebook or any other mobile platform, she goes to search and she looks for for the product and she's typically post view buyer. Yes. So, she doesn't need to click to to decide, okay, I'm buying this product or this brand. I like it. So this top typically post view and by our data post view purchases for the younger generation my wife

is rather boomer like me. Yeah. So and for the younger generation post view is significantly higher. So here is the six six purchases on average or made made a post view per user per user and in the traditional attribution this this kind of people are totally mis misattributed. This kind of people will not be attributed correctly in the last click. Yeah. Because if they eventually go to

search, they will they will you will not see it or it will be direct traffic because this is how it works for them. Okay, that was for the background of the challenge but as a marketeers we think about the challenges as opportunities of course and I'm here to speak about opportunity and definitely one of the opportunities is automation and I can speak for meta here click automation

brings uh for us some um let's say the new tools to reach those people who will never reach you again just like my wife yes We are better in finding people who will who won't be your customer if you will not reach her by by the ads because they don't search your products. Yeah. They don't go to the this or other traditional place. They see your product

for the first time and they go they go to the purchase. Just speaking by the meta to not go to the details. We can see that our automations like advant advantage plus they are decreasing the cost of the new purchase this incremental purchases of 20 by 20 5%. If you think about just by the you know the purchases of the customer who are your customer you might

not see this data but for the new customers decrease might might be massive. So that's for advantage plus and that brings us opportunity. So this kind of products and automation will not replace search. Yeah. So it's we are not coming here to say to about replacing it. They work together. It's very important because search is addressing this preexisting intent of the customer. So people really think already

think aha I'm looking for the car. So I'm going to the search and looking red for on. Yes. Something like this. And eventually you will see the some non-branded search. uh ads etc. But there is massive amount bigger amount of the people customers who will who don't know yet that they they don't know that they want to buy your brand. Yeah. So they eventually think ah I

like buying shoes I like buying this or that or I like to go for the vacation and those for those people with predictive intent predictive it means that they are interested in a category you you can you can reach them with some automation. Yeah, I can for on meta is advantage plus but also as a marketing market marketeers we know there is also this potential intent. So

there's a literally everyone in balcon countries in in Europe who can potentially be interested in the category but they don't know yet. Yeah. So the new services, new products etc. And for this for this kind of customers you need to build awareness. So I want to also to remember that there is no success in directly sport or performance without awareness. They need to work together. So there's

no silos. So by all data they they need to work together. And this guys you are reaching with the uh with the awareness campaigns. And that brings me to the the conclusion of opportunities. We'll move forward in a second. So what we want to do we first we know we want to increase your search volumes because we know it works. Yeah, we know the search works but

we how to uh increase it and second how to maximize in the incremental sales and fortunately we have some solutions and I will be speaking about it now. Solution is search lift. What is the search lift? I will I will step back in a second. What you are able to do even now if you will have a computer here in the sta in the stage you will

be able to go to your you or your agency your partners can create events in meta business tool in events manager etc to measure specific custom conversions coming from traffic so coming from the traffic from search so on meta you can see specifically traffic coming from specific UTMs on your page might be a specific search etc. So first you need creating this events. I will not go

to the details here. You have a partners like I have to speak about how to do it. But you you can do it. You can just Google it how to do it and you can create this events or go to the partners. But for so first you you can measure it and you can see literally in ads manager. Yeah. So aha my this amount of the traffic

from my campaign went to the uh to my page through actually some And because of that if you have this kind of data you can go further with search leaf study. Yeah. So this is let's say that the first one was like okay this is the early stages and this is already the professional. What is a search leaf study? So search leaf study kind of AB test.

Yeah. So there's AB test. We are comparing two groups randomized groups. One of these groups is exposed to everything. Literally everything. outdoor, outdoor, indoor, TV, search, uh YouTube, Spotify, everything and meta and meta. And one group is exposed to everything but not meta. Yeah. So they are similar. Only difference is that one of the group will not see ads on meta. All of the ads, not only

performance, awareness, performance, everything. And after the study ends, you will be able to see the difference of the lift. Lift is this the the blue part of the bar. So it's the difference of the amount of the search traffic coming from this specific UTMs through the campaign and we call we call it lift and it shows the incremental uh increment incremental traffic and it won't happen without

meta and it's pretty simple to just to to set up. Yeah, you need to create the conver this custom conversions run the search leaf and then you have a you have some data to identify and evaluate your decisions. Okay, you might think okay but this does it really work? Yes, it works and I will show you a couple of examples of the learnings from all around the

world and different verticals. One of the fir first case study we've seen in Europe is coming from Romania from Vodafon and Vodafon ran this search leaf study and they were able to see that meta meta meta increased the organic search by 22%. and 25% by the per page search and most importantly three times more incremental sales should be attributed to meta versus the last click for the

any other verticals and I will run through this airlines airlines very traditional search fer they've seen the same for the after the study they were able to see that the there was the massive increase of the organic searches and the pay searches by the meta ads all of their advertisement if we go to the more even more traditional search vertical automotive this increase is higher here is

Toyota from Italy and incremental lift in the Google organic search traffic is 53%. So meta was driving people to make this thinking about okay maybe I'm looking for the this car so I'm looking over this on the Google and going deeper for the verticals which are not search at all. Yeah. So like apparel here in Oaklay this increase will be only higher here in the Oaklay it's

the meta drive 96% lower cost by search. So without meta you will have 96% higher costs of your search because you will not have this inc extra traffic. And you may think okay pavo but you it's maybe not everywhere it's different here. No the results of the studies are very similar everywhere. What we've seen last year we we made 654 studies like this and the results everywhere

are very similar by the data. Meta is always able to drive this incremental search traffic. Very interestingly for the for the advertisers with the higher brand spend. So those who go full fullfunnel they also drive the increase and they also drive this in this massive incremental non-branded paid search. So non-branded paid search. So it means the awareness campaigns build the thinking about okay I'm buying a car

but I don't know if it's Toyota or Scod. Yes. So that means that awareness works. Awareness works. Okay. But you might think at the end, okay, Pav, but we it's different in Bulgaria or in Balkans. It's not. Uh just uh just this month we finished the two studies. First two first studies of search with in Bulgaria with ALF. First one was run with the local beauty clinic

rather small budget and we've seen 115% of the organic search traffic. So very similar to the learnings we have globally but we also run the second study with the e-commerce with rather big budget and here incremental organic search traffic and incremental page search traffic it's I would say surprising yeah not say crazy it means that there is some massive increase of this traffic it you can say

that it will won't happen without this advertisement if you want to know more about this just go to ALF they they know all of the details That's all from me. Thank you. And I'm leaving this with the QR code at the end. Thank you very much.