Join G/O Digital and Facebook in this webinar to learn the benefits of social ads as a holiday marketing tool and how to use them to craft the perfect last-minute social campaign. In this webinar, you will learn: - The habits of social shoppers - How to reach holiday shoppers with a social ads strategy - The most effective ways to take advantage of the season’s spending - And much more!

1. 1#GoDigitalWebinar
Holiday Facebook
Ads, the Ultimate
Gift to Your
Business
Presented by G/O Digital and
Facebook

2. #GoDigitalWebinar
Brian Neal
Partner Manager of
Channel Sales
FACEBOOK
Jason Fimbrez
Social Advertising
Manager
G/O DIGITAL
FACEBOOK ADS, The Ultimate Gift to Your Business
Moderator
Andrea Parker
Sr. Content Marketing
Manager
G/O DIGITAL

3. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
• The webinar recording will be available after the presentation
Housekeeping
• The deck will be available on SlideShare
• Use the chat window in the bottom left corner to ask questions throughout the webinar
• To join in on the social conversation, use the hashtag #GoDigitalWebinar
• If we cannot answer all of the questions, we will follow up through email

4. Holiday is the #1 Retail Season
The Facebook Family of Apps & Services can help you
make the most of this holiday season
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
$626B
opportunity
70%
Retailers reported an increase in 2015
holiday sales despite the unfavorable
macro trends
Retail sales grew 3%
In 2015
Source: NRF, 2016 Retail Holiday Planning Playbook, June 2016

5. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
1. Facebook data, US only, Dec 1-31, 2015. Analysis of posts, videos, photos uploaded by people age 18+ on Facebook.
2. Facebook data for people ages 18+ in the US, daily average for Jan 1–Oct 31, 2015 (non-Holiday season), and daily average for Nov 1–Dec 25, 2015 (Holiday season).
3. Facebook data for people ages 18+ in the US, daily average for Nov 1–Dec 25, 2015 (Holiday season 2015)
237mAverage posts, photos
and videos published to
Facebook in the US every
day in December1
The Way We Connect During
the Holidays is Changing
30%
Increase in average
daily content uploads in
December relative to
the rest of the year2
84% Of this content shared
via mobile3

6. #GoDigitalWebinar
Why Social
Matters
Joining the
Social
Conversation
Turn
Conversation
into Action
AGENDA
FACEBOOK ADS, The Ultimate Gift to Your Business
PART 1: PART 2: PART 3:

7. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Why Social
Matters
PART 1:

8. Source: US Mobile Total Monthly Minutes, comScore, September 2014
Facebook is
the center of
discovery

9. 9#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
People Shop on
Facebook During the
Holidays
Transactions initiated on Facebook
accelerate in Q4
33%
Increase in
M-commerce in 2015
Holiday season
Average daily number of transactions initiated on Facebook
Source: Facebook data, US only, Jan 1, 2015 – Jan 30, 2016. Analysis of conversion pixel and App Events data for conversions of
people ages 18+ on Facebook. The gaming vertical is excluded from this analysis.
Facebook data for people ages 18+ in the US, daily average for Nov 1–Dec 25, 2015 (Holiday season 2015)
MOBILE CONVERSIONS
DESKTOP CONVERSIONS

10. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
People said they purchased an item
from a local business last holiday
season based on an advertisement
they saw on Facebook.
Source: G/O Digital, “Holiday Purchasing Habits: A Digital
Advantage for Local Businesses, Aug 17 2015
Facebook
Inspirations Fuel
In-store Holiday
Shopping
1in3

11. People Use Social
Media to Start
Conversations with
Businesses
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
69%
Use social
media to
interact with
a business
48%
Use social
media to find
a business’
address
47%
Use social
media to view
photos of the
business
before visiting

12. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
A Brand’s Social
Media Presence
Impacts Consumer
Decisions
• A strong social media presence can
lead to increased brand awareness
• Over half of consumers say a brand’s
social media presence has an impact
on their decision-making process
Prefer to see
Digital Ads
for local
businesses during the
holiday season
72%

13. Digital Ads Can
Inspire Brand
Awareness During
the Holidays
• Digital ads present a
major opportunity for
retailers
• Brand recognition
increases after seeing a
Facebook Ad
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business

14. Joining the Social
Conversation
PART 2:
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business

15. The Social Shopper -
What You Need to Know
Who is the Social Shopper?
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business

16. Social Shoppers
Love Shopping
Local
They are more likely to favor local
brands on social media over
national brands, which means
local businesses should leverage
their edge.
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
69% Have
interacted
with a local brand in the
past year

17. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Social Shoppers Like
Interacting with Local
Businesses
Over ¾ of shoppers
note at least some
importance for brands
to communicate via
social media
They value
announcements about
the business and
holiday
They appreciate
responses to customer
complaints and
inquiries

18. Source: “Average Time Spent per Day with Major Media by US Adults,” eMarketer Oct 2015
3 Hours
per day on mobile
Mobile is
a constant
companion
Social Shoppers
are Always Browsing
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business

19. 19
64%
61%
of omni-channel shoppers
anticipate doing more
research on their
smartphones
expect to use their
smartphone more
in-store
Social Shoppers
Shop Mobile, Even
While in a Store
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
45%
of the shopping
journey contains a
mobile action
• Source: “Omni-channel Shoppers” by GfK, US only (Facebook-commissioned
online study and opt-in panel of 2,407 people ages 18+ who have researched
online and bought 1 of 5 key categories in the last 3 months), conducted to
quantify key differences in shopping behavior across channels (tablets, mobile
phones, PCs, brick-and-mortar retails) and fielded Sep 16-18, 2015.

20. Turn Conversation
into Action
PART 3:
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business

21. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Combine Search
with Digital Ads
Combining
Search and
Digital Ads can
lead to a stronger
online presence Exposure to Digital
Ads prompts
consumers to
perform more
specific keyword
searches

22. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
1 Facebook data, US only, Oct 1 – Dec 31, 2015. Analysis of post content
related to Black Friday and shopping topics from people age 18+ on
Facebook. 2. Oct 1 – Jan 30 conversion data visible to Facebook via
Conversion Pixel and SDK
C Y B E R M O N D A Y
B L A C K F R I D A Y
MOBILE CONVERSIONS
DESKTOP CONVERSIONS (Adjusted)
136.9m
interactions related to
Black Friday topics in
the US1
Facebook is a Living
Billboard During the
Holidays
Transactions initiated
on Facebook
accelerate in Q4

23. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Create a
Promotional Plan 45%
of shoppers plan
to do most of their
shopping before
Black Friday

24. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Define Goals and
Set Expectations
Set realistic
goals
Identify your
intended
campaign
outcome and
actions
Pinpoint
your target
audience

25. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Optimize Your
Paid Efforts to
Convert Customers
• Digital Ads need to be their very best
in order to create revenue —
especially on an expedited timeline
• What’s the best way to optimize your
social ads? Relevancy

26. 26
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Facebook Ad
Best Practices

27. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Facebook Ad Options
• Which Facebook ads are most
relevant to your audience?

28. Focus Your Targeting
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
How?
• Generate demand among
existing customers
• Focus on people already
familiar with your brand to
increase holiday sales
• Drive transactions with dynamic
ads
• Drive sales by retargeting
website and mobile app
visitors with relevant products
• Generate store visits and sales
• Target people near your
store to drive foot traffic

29. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Matched targets
People you know on Facebook
CRM data
Your data
DIRECT OR THROUGH THIRD-PARTY
Intent data
Facebook
Custom Audiences
How it works

30. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Lookalike Audiences
Find people who look like your customers and prospects
People you know Website visitors Mobile app users Fans of your Page

31. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Custom Audiences from
Intent Data
Your website or mobile app Ads automatically served in News Feed
Drive back to your website or
mobile app to purchase
Exit and didn’t purchase

32. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Targeting Local Audiences

33. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Making Your Local
Business Stand Out
During the Holidays
• Black Friday
• Small Business Saturday
• Cyber Monday
• Free Shipping Day

34. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Hyperlocal National
Campaign
More Refined Audience
Result: $$
More Refined Reach
Set Parameters for Location
Larger Audience
Wider Reach for Ads
Multiple Locations
Result: $$$
vs

35. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Set the Spending
for Your Campaign
• Make spend dependent
on your specific business
and its objectives
• Consider audience size
G/O Digital knows and
understands these personas

36. Ride the Post-
Holiday Momentum
Capitalize on continued appetite to
generate more demand
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Generate Loyalty:
Cross-sell complementary
products to holiday buyers
and follow up
Drive continued demand and
transactions:
Generate demand for new
product arrivals, post holiday
sales & New Year’s resolutions

37. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Social Matters Appeal to the
Social Shopper
Optimize
Your Holiday Take-Aways

38. #GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Questions?