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How Retail Marketers can Boost Their Facebook Advertising ROI in 2016

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CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.

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How Retail Marketers can Boost Their Facebook Advertising ROI in 2016

  1. 1. How Retail Marketers can Boost Their Facebook Advertising ROI in 2016 Advanced Strategies to Reach Your Local and Extended Audience, Everyday & Everywhere
  2. 2. Logistics • Submit Questions In the Chat Box to the Right • Session Recording Will Be Sent Next Week • More Resources In the Handouts Section to the Right TODAY’S SPEAKERS Stephen Kerner Retail Search Manager CPC Strategy Massimo Chieruzzi CEO | Founder AdEspresso
  3. 3. OVERVIEW • Founded in 2007 • Recognized as an Official Google Shopping Partner • 300+ Active Retail Clients • Top 50 fastest growing company in San Diego 3 years CLIENTS About CPC Strategy SOLUTIONS • Retail-focused Paid Search (PPC) • Google Shopping Management • Shopping Channel Management • Amazon Sales Acceleration
  4. 4. Stephen Kerner Retail Search manager ✓ Lead Senior RSM ✓ In-House Social Media Expert ✓ Social Media Marketing World 2015 (wIll be at 2016) ✓ 6+ Years Experience in Social Media
  5. 5. Massimo Chieruzzi CEO | Founder of AdEspresso ✓ Advertise on Facebook since 2011 ✓ Analyzed >$200M in Facebook Ads going through AdEspresso ✓ Head of content for AdEspresso University & Blog
  6. 6. Poll For The Audience… How much of your marketing budget is spent on Facebook advertising? A. I am currently not advertising on Facebook B. Facebook is less than 10% of my advertising budget C. Facebook is less than 30% of my advertising budget D. Facebook is more than 50% of my advertising budget
  7. 7. Q&A Overview • 2015 Updates to Social Advertising Channels • Why retailers Should be Paying Attention to Facebook Advertising • Understanding the Full-Funnel Approach to Facebook Advertising • Advanced Strategies Behind Reducing Your Cost Per Impression • How to Precisely Target the Right Audience for Your Products
  8. 8. 2015 Updates to Social Advertising
  9. 9. 2015 Updates to Social Advertising Targeting For Facebook DPA ● It’s now easier to cross sell and upsell *Pro Tip: You will select the products that people have viewed here. *These are not the products that will be served. Promoted Products means these products will be served. *This is at the top of the ad set settings.
  10. 10. 2015 Updates to Social Advertising Instagram Available to Everyone in The Power Editor
  11. 11. 2015 Updates to Social Advertising Pinterest Bulk Editor
  12. 12. Why Retailers Should be Paying Attention to Facebook Advertising
  13. 13. Why Pay Attention? ● Facebook as a discovery channel ● Channels are becoming more user focused ● Facebook is now more searchable
  14. 14. Understanding the Full-Funnel Approach to Facebook Advertising
  15. 15. Full-Funnel Approach to Facebook Advertising Tactics work on Google AdWords… Adwords is great for Demand Fulfillment: Users need something -> Search For it -> Find the ad -> Buy Easy, though it can be expensive. Therefore, for Demand Fulfillment, basic tactics work really well: ● This advertising approach does not vary much across industries ● Ad design template is basic ● What works today will likely work next month and next year.
  16. 16. Full-Funnel Approach to Facebook Advertising …but they don’t work on Facebook Facebook is great for Demand Generation: Users have no specific need -> Discover your brand -> Engage -> Buy (maybe). More Complex, but a huge opportunity to reach new customers. However tactics don’t work on Facebook: ● Every industry’s advertising approach is different. ● What works today might not work next month ● Ad design demands creativity and impressive content
  17. 17. Full-Funnel Approach to Facebook Advertising
  18. 18. Attracting Visitors Goals Attract visitors to our website and build an audience in the cheapest possible way. Ingredients Content. Awesome, unique, content. Metric to monitor Cost per Website Click
  19. 19. 1. Make it Unique & Valuable 3.5M Posts every day. Most of them are crap :( For Example…. “Transparency is key in building and maintaining a strong reputation. Be honest, respectful, and mindful across all social media platforms. It’s important to be open and transparent, this makes people relate to you…” Blah, blah, blah… that’s soooo obvious! As opposed to what? Being closed and shady ?
  20. 20. 2. Write Appealing Titles Which Post Would You Rather Share? 7 Top Facebook Ad errors - OR - The 7 Facebook Ad errors that cost me almost $250,000
  21. 21. Actionable Strategy Design Catchy title. Recognizable branding. Prompts to engage users. Targeting the Right Audience Very Broad (1 to 2M users). Target Countries where you sell. Interest targeting. Lookalike Audiences Placement Anywhere! Mobile and Desktop, Newsfeed and Right Column Bid & Reducing Cost Per Impression oCPM for Website Clicks or Engagement
  22. 22. Live Q&A Submit your questions in the chat box on the right cpcstrategy.com/retail-search-audit www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com Apply For A Free 60 min. Channel Evaluation Stephen Kerner Retail Search Manager CPC Strategy Massimo Chieruzzi CEO | Founder AdEspresso
  23. 23. Converting Visitors into Leads Goals Getting your visitors’ profiles and contact information. Position yourself as a thought leader. Ingredients Lead Magnets Metric to monitor Cost per Conversion (Lead)
  24. 24. Top Lead Magnets ● Discount Codes ● Free Shipping ● Free Samples ● Early access to sales ● Free Tools
  25. 25. 1. Make it Quick to Consume Users won’t be ready to move to the next step until they’ve consumed the lead magnet Make it easy to deliver and provide immediate gratification
  26. 26. 2. More Value = More Data The Ask should be proportional to the perceived value of the lead magnet Free Samples Discount
  27. 27. 3. Address a Specific Niche You’ll never satisfy everyone. Address your customers’ specific needs.
  28. 28. Actionable Strategy Design Clear Call To Action. Highlight the problem. Specify that it’s FREE. Targeting the Right Audience Website Custom Audience (Website Visitors in the last 60 days). Exclude existing leads with a Custom Audience. Placement Desktop Newsfeed and Right Column Bid & Reducing Cost Per Impression oCPM optimized for Conversions
  29. 29. Live Q&A Submit your questions in the chat box on the right cpcstrategy.com/retail-search-audit www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com Apply For A Free 60 min. Channel Evaluation Stephen Kerner Retail Search Manager CPC Strategy Massimo Chieruzzi CEO | Founder AdEspresso
  30. 30. From Leads to Customers Goals Time to make $$$$. Convert hot leads into paying customers. Ingredients Email marketing; Buyer Personas Metric to monitor Cost per Conversion & ROI Use Conversion Pixels to send revenue data to Facebook
  31. 31. 1. Use Buyer Personas ● Conduct interviews to understand why customers buy ● Segment your audience based on their unique needs ● Address each customer’s specific pain point in your ads
  32. 32. 2. Use Social Proof When Buying, Users’ fears often get in the way. Address this with Social Proofs and Testimonials
  33. 33. 3. Address both the rational and emotional side
  34. 34. Actionable Strategy Design Keep it simple. Highlight benefits, not features. Address your customers’ rational and emotional sides. Targeting the right Audience Target Website Custom Audience + the Custom Audience that has all your leads; exclude existing customers. Placement Desktop: Newsfeed and Right Column. Bid & Reducing Cost Per Impression oCPM optimized for conversions
  35. 35. Live Q&A Submit your questions in the chat box on the right cpcstrategy.com/retail-search-audit www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com Apply For A Free 60 min. Channel Evaluation Stephen Kerner Retail Search Manager CPC Strategy Massimo Chieruzzi CEO | Founder AdEspresso

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