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Connect the Likes: Tracking Visits to Improve Facebook Ads Performance

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Join Kapil Mohan, product manager at Zenreach, and Bahador Jamshidi, paid social account manager at Hanapin, to learn how to use Facebook offline conversion to track campaigns to real-world outcomes.

Published in: Marketing
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Connect the Likes: Tracking Visits to Improve Facebook Ads Performance

  1. 1. Connect the Likes
  2. 2. Join the Conversation Include the hashtag #thinkppc in your Twitter tweets, or use the webinar question box to send us questions.
  3. 3. What is your estimated monthly advertising budget? A. $1 - $5000 B. $5,001 - $10,000 C. $10,001 - $50,000 D. $50,001+
  4. 4. We make our clients the heroes of their organization. We’re a digital marketing agency with deep expertise in a narrow-range of high-growth digital marketing solutions including paid search, paid social, programmatic and conversion rate optimization. We help complex businesses that have multiple brands, products, locations and/or services grow and expand their business. Hanapin also produces:
  5. 5. Why Tracking Offline Conversions matters? ● Welcome to a world with no Pixel ○ POS machines ○ Complex (offline) sales processes ○ Event attendance
  6. 6. Bridging The Online-Offline Gap ● Which Campaign / Ad set / Creative generated the most successful phone calls? ● What age group / geo / gender / placement performed the best in terms of generating MQL/SQL? ● What Campaign / Ad set / Creative has generated the highest amount of in-store sales?
  7. 7. Matching Transactions to Campaign Audience Your Customer Transactions Your Facebook Campaign Audience CRM or POS data Attributed Transactions
  8. 8. Facebook Data Sources
  9. 9. Creating an Offline Event Set
  10. 10. Assigning the Event Set to Ad Accounts
  11. 11. Uploading Offline Event Data
  12. 12. Uploading Offline Event Data
  13. 13. Data Preparation Best Practices ● Upload often (at least every other week) ● Format properly ● Upload as much information as available ● CRM Integrations: Marketo, Square, Salesforce Sales Cloud, Segment, Zapier.
  14. 14. Reporting and Analyzing Offline Conversions
  15. 15. Optimization and Audience Opportunities ● Optimize for Offline Conversions ○ 50 Conversions / ad set / week ● Optimize for Life Time Value ● Lookalikes based on Offline Conversions ● Retargeting ○ Follow-up campaigns for audiences who have completed certain offline actions but not the “final” conversion ○ Frequency and Recency
  16. 16. Putting Facebook offline conversion to work for retail locations #CustomersNotClicks
  17. 17. In-store commerce is still 85% of retail Source: Internet Retailer, U.S. Commerce Department U.S. eCommerce and in-store retail sales, $trillions #CustomersNotClicks
  18. 18. So how do you drive customers to your retail stores, and measure the results? #CustomersNotClicks
  19. 19. 20 Segment and target Measure outcomes Optimize performance Cookie (identity) + Pixel (behavior) Understanding customer behavior is key to digital marketing
  20. 20. 21 How do you measure visit behavior? Can you attribute results to advertising? What result do you use for optimization? Real world But identity and behavior are much harder to track in stores
  21. 21. 22 Relying on online signals can be misleading Facebook Instagram $14,000 $22,000 15,635 12,793 $0.90 $1.72 Ad spend Engagements CPE
  22. 22. 23 Facebook Instagram $14,000 $22,000 15,635 12,793 $0.90 $1.72 4,593 8,916 Ad spend Engagements CPE Walk-Throughs $3.06 $2.46 CPW Relying on online signals can be misleading
  23. 23. How can you track visitor behavior in real-world locations? #CustomersNotClicks
  24. 24. Know your customers, and discover the invisible ones Customer walks in Logs into WiFi with email Detect every visit Discover invisible customers
  25. 25. Bring in new customers Target store visitor Measure Walk-Through Performance reporting Optimize performance for Walk-Throughs
  26. 26. 27 Activate Facebook playbook with in-store behavior Drive new customers into store locations Win back lost customers prioritized by LTV Convert visitors into loyal customers Over 3x ROAS for 72% of Zenreach new customer acquisition campaigns 10+MM lost customers every year ~60% of retail customers visit once and never return
  27. 27. Targeting ● Combine customer lists from in-store and network data to create lookalike audiences ● Segment based on visit frequency or purchase history ● Suppress current customers to avoid redundancy Measurement ● Track Walk-Throughs using WiFi signal ● Use transaction data to calculate precise ROAS What Zenreach has seen ● Opportunity to see performance improvements as high as 7X based on optimizing channel and target audiences to offline conversions Segment customers by visit behavior and use best customers as seed audience to create high-performing lookalike audiences. Attract new customers
  28. 28. Targeting ● Use visit data to calculate average visit frequency ● Analyze visit history to identify customers who haven’t visited in 1-2x average visit frequency, and build target list ● Segment by LTV based on purchases or number of visits prior to lapse, and weight audience by potential value Measurement ● Track Walk-Throughs using WiFi signal ● Use transaction data to calculate precise ROAS What Zenreach has seen ● Lapsed customer campaigns have delivered an average 6:1 ROAS In many categories, more than 60% of first-time customers never come back. Bring back customers who have visited but not returned. Win back lapsed customers
  29. 29. Targeting ● Use visit data to create cohorts based on visit frequency ● Target customer cohorts who have visited but fall short of ‘loyal’ Measurement ● Track Walk-Throughs using WiFi signal to monitor visits ● Measure loyalty program sign-ups What Zenreach has seen ● Customer loyalty and LTV increase with successive visits, from 37% after first visit to over 63% after third visit Use visit behavior to target casual customers with loyalty offers. Nurture casual to loyal
  30. 30. 31 Key points to remember ● High-performing digital marketing is driven by customer data ● Real-world retailers can use WiFi as cookie for the offline world ● Seed audiences built from best customers outperform ● Use offline conversions to measure success and optimize performance
  31. 31. © 2019 Zenreach. Proprietary & Confidential. This presentation material contains information which is proprietary to Zenreach, Inc. Information contained herein shall not be disclosed or shared with others, copied, reproduced or otherwise used in whole or in part without written consent. Q&A
  32. 32. For our webinar attendees today: A. I’d like the guide from Zenreach. B. I’d like more information about Hero Conf Austin. C. All of the above. D. No, thanks.

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