SlideShare a Scribd company logo
How Retail Marketers can Boost Their
Facebook Advertising ROI in 2016
Advanced Strategies to Reach Your Local and Extended Audience, Everyday & Everywhere
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
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
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
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
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
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
2015 Updates to Social Advertising
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.
2015 Updates to Social Advertising
Instagram Available to Everyone in The Power Editor
2015 Updates to Social Advertising
Pinterest Bulk Editor
Why Retailers Should be Paying Attention
to Facebook Advertising
Why Pay Attention?
● Facebook as a discovery channel
● Channels are becoming more user focused
● Facebook is now more searchable
Understanding the Full-Funnel Approach
to Facebook Advertising
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.
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
Full-Funnel Approach to Facebook Advertising
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
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 ?
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
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
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
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)
Top Lead Magnets
● Discount Codes
● Free Shipping
● Free Samples
● Early access to sales
● Free Tools
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
2. More Value = More Data
The Ask should be proportional to the perceived value of the lead magnet
Free Samples
Discount
3. Address a Specific Niche
You’ll never satisfy
everyone.
Address your customers’
specific needs.
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
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
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
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
2. Use Social Proof
When Buying, Users’ fears often get in the way.
Address this with Social Proofs and Testimonials
3. Address both the rational and emotional side
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
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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How Retail Marketers can Boost Their Facebook Advertising ROI in 2016

  • 1. How Retail Marketers can Boost Their Facebook Advertising ROI in 2016 Advanced Strategies to Reach Your Local and Extended Audience, Everyday & Everywhere
  • 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. 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.
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 2015 Updates to Social Advertising
  • 10. 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.
  • 11. 2015 Updates to Social Advertising Instagram Available to Everyone in The Power Editor
  • 12. 2015 Updates to Social Advertising Pinterest Bulk Editor
  • 13. Why Retailers Should be Paying Attention to Facebook Advertising
  • 14. Why Pay Attention? ● Facebook as a discovery channel ● Channels are becoming more user focused ● Facebook is now more searchable
  • 15. Understanding the Full-Funnel Approach to Facebook Advertising
  • 16. 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.
  • 17. 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
  • 18. Full-Funnel Approach to Facebook Advertising
  • 19. 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
  • 20. 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 ?
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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)
  • 25. Top Lead Magnets ● Discount Codes ● Free Shipping ● Free Samples ● Early access to sales ● Free Tools
  • 26. 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
  • 27. 2. More Value = More Data The Ask should be proportional to the perceived value of the lead magnet Free Samples Discount
  • 28. 3. Address a Specific Niche You’ll never satisfy everyone. Address your customers’ specific needs.
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 2. Use Social Proof When Buying, Users’ fears often get in the way. Address this with Social Proofs and Testimonials
  • 34. 3. Address both the rational and emotional side
  • 35. 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
  • 36. 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