Fractional CMO - Paid Digital Channels
This short 3.5 min video (less than 2 min 2x speed), gives a quick overview of our Fractional CMO - Paid Digital Channels process. If you prefer to scroll - scan - and read - please do so...
![Fractional CMO Paid Digital Channels](https://kelvinsmba.com/wp-content/uploads/2022/03/Fractional-CMO-Paid-Digital-Channels.jpeg)
Fractional CMO - Paid Digital Channels is a service that delivers:
1. Consistent and predictable results, at an acceptable client acquisition cost
2. Key business objective(s) at greater scale and/or greater efficiency
3. And manages long-term growth across all channels
![Ecosystem CPA](https://kelvinsmba.com/wp-content/uploads/2022/03/Ecosystem-CPA.png)
The key intel & levers we focus on, include:
Budget - timeline - upside potential - roadblocks - risk tolerance - cash flows - AOV (average order value) - LTV (lifetime value).
![Budget - Timeline - Upside Potential - Roadblocks - Risk Tolerance - Cash Flows - AOV - LTV](https://kelvinsmba.com/wp-content/uploads/2022/03/Budget-Timeline-Upside-Potential-Roadblocks-Risk-Tolerance-Cash-Flows-AOV-LTV.jpeg)
Also, what's the conversion of first purchasers to repeat customers? What's the first sale margin compared to LTV delivered?
![Keyboard,And,Pen,Near,Notebook,With,Customer,Lifetime,Value,Concept](https://kelvinsmba.com/wp-content/uploads/2022/03/Customer-Lifetime-Value.jpg)
The testing process allows you to solve for business objectives:
How do I reduce my cost per acquisition?
What appeals work best for lead generation, that generate the highest long-term value clients?
What follow-up products would have the most appeal, and in what order?
![Testing Process](https://kelvinsmba.com/wp-content/uploads/2022/03/Testing-Process.jpeg)
The focus is on removing bad choices, simplification, monitoring the REAL results to the business. We use strategies to achieve stability, efficiency, and scale.
![Ecosystem CPA - FB Daily Scrum Doc](https://kelvinsmba.com/wp-content/uploads/2022/03/Ecosystem-CPA-FB-Daily-Scrum-Doc-1.png)
![Optimization Log](https://kelvinsmba.com/wp-content/uploads/2022/03/OptimizationLog.png)
![Testing Log](https://kelvinsmba.com/wp-content/uploads/2022/03/TestingLog.png)
Facebook is the best place to test - then use your proven creatives with other channels.
![Test OnFacebook First](https://kelvinsmba.com/wp-content/uploads/2022/03/Test-OnFacebook-First.jpeg)
The Facebook Machine Learning Process involves:
- Testing with Feedback Loop
- Targeting with Creative
- Manage by Business Objectives
- Automated Rules to Train the Machine
![Facebook Machine Learning Process](https://kelvinsmba.com/wp-content/uploads/2022/03/Facebook-Machine-Learning-Process.png)
Facebook’s powerful machine learning platform can uncover intent at scale. It has coverage of every possible market segment, and deep insights into what drives them to action.
![Uncover Intent At Scale](https://kelvinsmba.com/wp-content/uploads/2022/03/Uncover-Intent-At-Scale.jpeg)
Facebook prioritizes attention, and sells that to businesses for profit.
![Facebook Prioritizes Attention](https://kelvinsmba.com/wp-content/uploads/2022/03/Facebook-Prioritizes-Attention.jpeg)
If your content is something people like and engage with, you will pay less to reach them.
![Engaging Content](https://kelvinsmba.com/wp-content/uploads/2022/03/Engaging-Content.jpeg)
Success comes from giving the machine learning platform what it wants, and it will then in return deliver to you what you want.
![What You Want](https://kelvinsmba.com/wp-content/uploads/2022/03/What-You-Want.jpeg)
Facebook targets your audience based on your ad creatives.
It reads your headline, copy, images, even videos - and decides who your ad will appeal to - based upon trillions of data points...
...billions of users tracked across millions of websites, 24/7.
![WPI Ad](https://kelvinsmba.com/wp-content/uploads/2021/03/WPI-Ad.jpg)
![WF Ad](https://kelvinsmba.com/wp-content/uploads/2021/03/WF-Ad.jpg)
![Lean Case Ad](https://kelvinsmba.com/wp-content/uploads/2021/03/Lean_Case-ad.png)
The focus is on ACTIONABLE INSIGHTS, based on TRENDS, for BUSINESS OBJECTIVES - such as prospecting, creative testing, or maybe a new product launch.
![Big,Data,Analytics,Visualization,Technology,With,Scientist,Analyzing,Information,Structure](https://kelvinsmba.com/wp-content/uploads/2022/03/Actionable-Insights.jpg)
Finally, Facebook and Google also, they only perform as well as you train their machine learning. Automated rules train them on what are considered acceptable results and costs.
![Google Ads - Facebook Ads](https://kelvinsmba.com/wp-content/uploads/2022/03/Google-Ads-Facebook-Ads.jpeg)
![Automated Rules](https://kelvinsmba.com/wp-content/uploads/2022/03/Automated-Rules.png)
Our testing process comes from 30+ years in direct response marketing ...
![Direct,Marketing,Mind,Map,,Business,Management,Strategy](https://kelvinsmba.com/wp-content/uploads/2022/03/Direct-Marketing.jpg)
![Online,Marketing,Digital,Networking,Strategy,Vision,Concept](https://kelvinsmba.com/wp-content/uploads/2022/03/Online-Marketing.jpg)
... plus working with super savvy people such as one of the top 100 Facebook advertisers, who has spent close to $500 million profitably.
![FB_disruptor_2](https://kelvinsmba.com/wp-content/uploads/2022/03/FB_disruptor_2.jpg)
Parts of the process also came from a VP at Guthy Renker who spent $100 million a year, a North American director of Omnicom, and the ad tech engineers at Facebook.
![Guthy Renker - Omnicom - Ad Tech Engineers](https://kelvinsmba.com/wp-content/uploads/2022/03/Guthy-Renker-Omnicom-Ad-Tech-Engineers.jpeg)
The process works for any company that does online lead generation and conversion to paying customers.
![The Facebook Process Works](https://kelvinsmba.com/wp-content/uploads/2022/03/The-Facebook-Process-Works-.jpeg)
With a lead generation project - this process reduced the cost per lead from over $25 to $15.
![CPL Down from $25 to $15](https://kelvinsmba.com/wp-content/uploads/2022/03/CPL-Down-from-25-to-15.jpeg)
With a book publisher – client acquisition cost was reduced from $40 to closer to $25.
![Client Acquisition Cost Down from $40 to $25](https://kelvinsmba.com/wp-content/uploads/2022/03/Client-Acquisition-Cost-Down-from-40-to-25.jpeg)
And with a large company selling golf training programs, who already had many control ads - the process uncovered new angles that delivered a return on ad spend around 2.1x.
![Multiple New Angles Delivering ROAS of 2.1x](https://kelvinsmba.com/wp-content/uploads/2022/03/Multiple-New-Angles-Delivering-ROAS-of-2.1x.jpeg)