During the holiday shopping season, brand advertisers know they need to be everywhere their shoppers are in the buying journey. There aren’t many channels out there that allow advertisers to achieve this, but Facebook advertising is one of them. Facebook advertising has the power to increase products awareness, drive conversions, maintain customers & maximize bottom-line revenue.

1. THE Q4
FACEBOOK ADVERTISING
SUMMIT

2. Q4 Summit Details
Day 1 | GOOGLE + FACEBOOK: BRIDGING THE DIGITAL
ADVERTISING GAP TO MAXIMIZE CROSS CHANNEL AD SPEND
Day 2 | FACEBOOK ADS IN Q4: MAXIMISING RESULTS IN THE
BUSIEST TIME OF THE YEAR
Day 3 | PROFITS! HOW TO EARN MORE PROFIT THROUGH
FACEBOOK AUDIENCE BEHAVIOR TARGETING

3. Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

4. Overview
Founded in 2007
Recognized as a Google Premier Partner
400+ Active Retail Clients
Top 50 fastest growing company in San Diego
DELIVERING LASTING RESULTS FOR OUR CLIENTS
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
About CPC Strategy

5. Today’s Speakers
Sarah Rogers
Manager, Performance Social
Casey Edwards
Social Marketing Manager

6. Day 1
GOOGLE + FACEBOOK:
BRIDGING THE DIGITAL ADVERTISING GAP TO
MAXIMIZE CROSS CHANNEL AD SPEND

7. Today’s Agenda
❏ The State of Facebook Performance Marketing
❏ Defining the Customer & Their Journey
❏ Let’s Go on a Journey
❏ How Facebook & Google Compliment Each Other
❏ Live Q&A Forum
Copyright 2017 - Q4 Facebook Advertising Summit

8. The State of Facebook Performance
Marketing

9. The State Of Facebook Performance Marketing
Copyright 2017 - Q4 Facebook Advertising Summit
Source: https://www.facebook.com/business
❏ 2+ billion active monthly users
❏ 66% monthly users return every day → up
from 55% when Facebook hit 1 billion users
❏ Average daily time spent on Facebook
properties: 50 minutes
❏ Total time spent during a normal lifetime:
2 years, 3 months

10. Major 2017 Platform Updates
Copyright 2017 - Q4 Facebook Advertising Summit
Expanded Retail-Focused Ad Types
● Collection ads
● Messenger ads
● Instagram Stories
● Expanded placements for In-
Stream, Instant Articles, and
Audience Network
Photo Credit: https://www.facebook.com/business

11. Major 2017 Platform Updates
Copyright 2017 - Q4 Facebook Advertising Summit
Dynamic Ad Game Changers
● Dynamic Ad pricing overlays
● Broad dynamic ad targeting for new customer acquisition
● Optimizing towards conversions rather than link clicks
Photo Credit: www.adweek.com/digital/facebook-just-bolstered-its-retail-focused-dynamic-ads- with-video-and-merchandising-overlays/

12. Major 2017 Platform Updates
Copyright 2017 - Q4 Facebook Advertising Summit
Refined Facebook Analytics
Tab
● Gives advertisers a better
understanding of
audiences, event drop-off,
and funnels

13. Summary of Updates
Copyright 2017 - Q4 Facebook Advertising Summit
Facebook wants your money and is putting significant emphasis on creating the tools and
analytics to be competitive in the advertising market.
=
Photo Credit: http://eroi.com/ideas/definitive-guide-to-tracking-video-with-google-analytics-part-1-youtube/

14. Defining the Customer &
Their Journey

15. The Basics - Who Are Your Customers?
Copyright 2017 - Q4 Facebook Advertising Summit
● Who are you targeting? → Build Out Your Buyer Persona
● Use Google Analytics, Facebook Analytics & Audience Insights
to find:
○ Gender
○ Avg. Age
○ Converting Device
○ In-segment Audience
○ Top Categories or Pages they like

16. Google
Goal Shopping Search Display Ads
Customer
Acquisition
Brand vs. Non-
Brand or
Top vs. Bottom
Brand vs. Non-
Brand or
Top vs. Bottom
Display KWs
Placements,
Etc.
Customer
Retention
RLSA RLSA Remarketing
Audit Your Funnel
Copyright 2017 - Q4 Facebook Advertising Summit
How are people
interacting with you? Facebook
Goal Campaigns
Customer
Acquisition
Lookalikes Interest
Customer
Retention
Product Ads Remarketing

17. Facebook Advertising Funnel - Awareness
Copyright 2017 - Q4 Facebook Advertising Summit
● Campaign Types
○ Video Views
○ Brand Awareness
○ Reach & Frequency
● Targeting
○ Interest and behavioral
○ Lookalike
● Goals
○ Unique reach
○ Low CPM
Photo Credit: https://www.facebook.com/business

18. Facebook Advertising Funnel - Consideration
Copyright 2017 - Q4 Facebook Advertising Summit
● Campaign Types
○ Traffic
○ Lead Generation
● Targeting
○ Interest and behavioral
○ Lookalike
● Goals
○ Traffic / CPCs
○ CTR
○ Cost per lead
Photo Credit: https://www.facebook.com/business

19. Facebook Advertising Funnel - Conversion
Copyright 2017 - Q4 Facebook Advertising Summit
● Campaign Types
○ Conversions
○ Dynamic Ads
○ Store Visits
● Targeting
○ Customer data
○ Web traffic
● Goals
○ Revenue / ROAS
○ CTR
○ In-store traffic
Photo Credit: https://www.facebook.com/business

20. Facebook Advertising Funnel - Lifetime Value
Copyright 2017 - Q4 Facebook Advertising Summit
● Campaign Types
○ Dynamic Ads: Upsell and cross-sell
● Targeting
○ Web traffic
○ Past purchasers
● Goals
○ Revenue / ROAS
○ Re-purchasing
User purchased a comforter → Retarget with
sheets and decorative pillows
User purchased 30 day protein powder pack
→ Retarget with repurchase message
Cart abandoners total cart value is below
average threshold → Retarget with best sellers
Photo Credit: https://www.facebook.com/business

21. Copyright 2017 - Q4 Facebook Advertising Summit
Campaigns & Features to Drive People Campaigns & Features to Drive People
Photo Credit: https://www.facebook.com/business

22. Let’s Go on a Journey

23. Title Text Goes Here
Copyright 2017 - Q4 Facebook Advertising Summit
The Hopsy Journey

24. The Hopsy Journey
Copyright 2017 - Q4 Facebook Advertising Summit
Direct Mailer
(Yes, this is still a way to
reach new customers)

25. The Hopsy Journey
Copyright 2017 - Q4 Facebook Advertising Summit
Facebook Newsfeed Ad

26. The Hopsy Journey
Copyright 2017 - Q4 Facebook Advertising Summit
Google Brand Search

27. Title Text Goes Here
Copyright 2017 - Q4 Facebook Advertising Summit
The Hopsy Journey
The Sticky Gel Pad
Journey

28. The Sticky Gel Pad Journey
Copyright 2017 - Q4 Facebook Advertising Summit
Facebook Mobile Video Ad

29. The Sticky Gel Pad Journey
Copyright 2017 - Q4 Facebook Advertising Summit
Desktop Google Search

30. The Sticky Gel Pad Journey
Copyright 2017 - Q4 Facebook Advertising Summit
Desktop Remarketing Ad

31. Wrapping it Up - Attribution
Copyright 2017 - Q4 Facebook Advertising Summit
Multiple touch points
● There can be a number of different touch points between a introduction and
conversion.
○ Depending on the industry there can be an avg. 4-7 touch points or more.
Cross-device searching
● Out of the *$72 Billion dollars spent on Digital Advertising in 2016. Roughly 50% was
spent on mobile advertising.

32. How Facebook & Google Compliment
Each Other

33. Facebook Spend Vs. Google Brand Impressions
Copyright 2017 - Q4 Facebook Advertising Summit

34. Specific Q4 Tactics to Marry Search and Social Efforts
Copyright 2017 - Q4 Facebook Advertising Summit
1) Advertise same message / sale on Facebook and Google for a unified story.
1) Ensure keyword and bid coverage on Google based on potential queries from people who
interacted with a Facebook campaign (best sellers, sales, etc.).
1) Utilize high-volume AdWords keywords to inform Facebook campaigns and creative.
1) Leverage Facebook Audience Insights & Analytics on Facebook to inform your paid search
strategies.
1) Retarget non-purchasers from search campaigns with Facebook dynamic ads based on their
viewing or add to cart patterns.
1) Cross-sell past search purchasers with relevant items through Facebook dynamic ad’s product sets.

35. Questions?
Sarah Rogers
Manager, Performance Social
Casey Edwards
Social Marketing Manager