The Story: With over 2 billion monthly active users, Facebook is the perfect platform for retailers to further impression share, drive brand affinity & revenue, and increase ROI. With an influx of traffic looming in the horizon, it is imperative to align your Facebook campaigns to meet your specific goals for Black Friday & Cyber Monday.

1. ASK AN EXPERT:
Actionable Facebook Campaign Strategies For
Black Friday & Cyber Monday

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

3. 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

4. Today’s Event Speaker
Sarah Rogers
Manager, Performance Social

5. Let’s Jump into Your Questions

6. What are some ways for us to increase our reach
for Black Friday?
1. Use a variety of campaign objectives

7. What are some ways for us to increase our reach
for Black Friday?
➔ Utilize Lookalike audiences
➔ Ultimately, bigger lists = bigger opportunity for sales
2. Use a variety of
audiences

8. What are some ways for us to increase our reach
for Black Friday?
2. Use a variety of
audiences
➔ Utilize the audience insights tab to create different personas for your audience

9. What are some ways for us to increase our reach
for Black Friday?
3. Use a variety of
messages

10. Should we A/B test audiences for Black Friday?
➔ No, avoid testing on Black Friday or any other major holiday
Source:
https://www.optimizely.com/optimization-glossary/ab-testing/
Instead:
➔ Use your PROVEN best audiences and best messages
➔ Target audiences with the best ROI

11. What types of audience should we target for the
best ROI for Q4?
Audiences we have seen a direct impact on ROI from:
1. Targeting & Excluding (web pages, email list segments, etc.)
1. Page Engagers
1. Targeting Video Viewers
1. Targeting Layering Prospecting Audiences

12. What types of audience should we target for the
best ROI for Q4?
Specific Web Pages (Targeting & Excluding)
Targeting:
➔ Viewed products
➔ Cart abandoners
➔ Past Purchasers with high AOV
➔ Visitors by significant time on site (top 10% site visitors)
➔ Target all website visitors and segment:
➢ 1-30 days (those not running Dynamic ads)
➢ 90 to 180 days (to catch-all potential customers)

13. What types of audience should we target for the
best ROI for Q4?
Targeting Email List Segments (Targeting & Excluding)
Can include:
➢ Email
➢ Phone Number
➢ Mobile Advertiser ID
➢ First Name
➢ Last Name
➢ Zip / Postal Code
➢ City
➢ State / Province
Tip:
➔ If you set up a CRM list, update on a regular basis
➢ Country
➢ Date of Birth
➢ Year of Birth
➢ Gender
➢ Age
➢ Facebook App User ID
➢ Facebook User ID

14. What types of audience should we target for the
best ROI for Q4?
Targeting Page Engagers
Targeting:
➔ Can target from 1-180 days
➔ Can’t get too granular (can’t target people who’ve
engaged with a specific post, etc.)
Excluding:
➔ Recent purchasers

15. What types of audience should we target for the
best ROI for Q4?
Targeting Layering Audiences
Tip:
➔ Make an “and” statement as opposed to an “or”
Targeting:
➔ Utilize Facebook’s Audience Insights tab to
build personas
➔ Use interest and behavioral audiences for
scale of messaging

16. I’ve been hearing a lot about Dynamic Ads. How
can we use them for Black Friday & beyond?
Use Dynamic Ads to:
1. Remind site visitors of what they’ve viewed and added to cart
2. Cross-sell to past purchasers with similar items they’ve bought
3. Upsell opportunities to potential purchasers for higher AOV

17. I’ve been hearing a lot about Dynamic Ads. How
can we use them for Black Friday & beyond?
Remind people what they’ve
already seen and added to
cart.
For example: Facebook will
retarget people with the exact
products they viewed or
added to cart. If they’ve
viewed less than 10 products,
Facebook will add in relevant
products.

18. I’ve been hearing a lot about Dynamic Ads. How
can we use them for Black Friday & beyond?
Facebook now makes it
easy to cross-sell
products based on
purchase behavior.
For example: A protein
supplements company
can re-market a new
protein powder flavor to
past purchasers of
protein powder.

19. I’ve been hearing a lot about Dynamic Ads. How
can we use them for Black Friday & beyond?
Through the upsell functionality, you
can increase average order value by
showing higher end products to site
visitors.
For example: A visitor views hats on an
apparel company’s website. Dynamic
ads can retarget the visitor with the
company’s hero products, which are
popular and have higher order value.

20. Questions for our Expert?
Sarah Rogers
Manager, Performance Social