Facebook & Instagram have been working on several initiatives to enable commerce directly within the apps. In a recent study, 72% of customers said seeing Instagram photos of a product increases their chances of buying. The opportunity to boost site traffic and revenue through these social channels is tremendous. We’ve teamed up with experts from Facebook and Dash Hudson to discuss how to create and maintain an effective shoppable Instagram, the key benefits of doing so, and best practices to get you started. Discover how our clients used performance branding to elevate its marketing strategy from selling products to building a brand.

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title
Using Instagram and Facebook
for eCommerce Success
Shoppable Posts, Checkout, Stories, and More
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2. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator
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3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition
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COVID-19 Updates by Channel
Tips for Marketers to Implement Now
Coronavirus (COVID-19): The Resource Hub for Marketers
The latest news and cutting edge strategies for marketers to apply today
https://bit.ly/COVID19tinuiti

5. Today’s Speakers
Walker Clayton
Agency Partner Manager
Katy Lucey
Director, Paid Social
Maggie Hickey
Director of Strategic
Partnerships
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6. Facebook and Instagram are top destinations for consumers
searching for product information
Source: https://www.kleinerperkins.com/perspectives/internet-trends-report-2018/
78%
of American consumers have
discovered retail products to buy
via Facebook
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7. Help keep yourself and your employees safe and informed
Highlight important information and announcements
Maintain regular communication with customers and logistics
partners
Leverage technology to improve efficiency
Facebook is not introducing any changes to the delivery system and
recommend that brands continue to use the bid strategy that best
aligns to their goals. Facebook recommends that you continue to
leverage our existing best practices to drive your business results.
Facebook’s Response to COVID-19 for Ecommerce Advertisers
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Best Practices for eCommerce Success on Facebook
Combined Placements
The more placements your ads appear in, the more opportunities you have
to reach or convert someone
Increase Audience Size Increasing audience size can help us gather more data and prevent inefficiencies
Budget Liquidity Let the algorithm spend where it makes performance is strongest
Proper Bidding Choose the right bid strategy based on your goals and cost requirements
Event Optimization
A higher number of conversion events will help us get past the learning
phase threshold and improve overall optimization

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Best Practices for eCommerce Success on Facebook
Combined Placements
The more placements your ads appear in, the more opportunities you have
to reach or convert someone
Increase Audience Size Increasing audience size can help us gather more data and prevent inefficiencies
Budget Liquidity Let the algorithm spend where it makes performance is strongest
Proper Bidding Choose the right bid strategy based on your goals and cost requirements
Event Optimization
A higher number of conversion events will help us get past the learning
phase threshold and improve overall optimization

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Building a Better Audience Strategy by Going Broad
Tactic
Increase retargeting windows and make sure increments align
with site traffic volume
Bucket Lookalikes into larger groups (Ex. 0-1%, 1-2%, 3-5%, 5-10%)
Group together interest and behavior targets with high overlap
Use proper exclusions to make sure you are excluding past purchasers
Broaden
Reach

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Best Practices for eCommerce Success on Facebook
Combined Placements
The more placements your ads appear in, the more opportunities you have
to reach or convert someone
Increase Audience Size Increasing audience size can help us gather more data and prevent inefficiencies
Budget Liquidity Let the algorithm spend where it makes performance is strongest
Proper Bidding Choose the right bid strategy based on your goals and cost requirements
Event Optimization
A higher number of conversion events will help us get past the learning
phase threshold and improve overall optimization

12. Facebook ad placements give you opportunities to optimize
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13. How does Placement Optimization work?
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14. Asset customization gives you control over placements
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Best Practices for eCommerce Success on Facebook
Combined Placements
The more placements your ads appear in, the more opportunities you have
to reach or convert someone
Increase Audience Size Increasing audience size can help us gather more data and prevent inefficiencies
Budget Liquidity Let the algorithm spend where it makes performance is strongest
Proper Bidding Choose the right bid strategy based on your goals and cost requirements
Event Optimization
A higher number of conversion events will help us get past the learning
phase threshold and improve overall optimization

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Liquidity allows for AI to shift budgets to boost performance
Increase budget-to-bid
ratio
Calculate daily budget based
on 50 conversion/week
threshold
Use Campaign Budget
Optimization
Segment your budget at this
the campaign level, then let
CBO do the work within the
objectives.
Test creative at the ad
level
Avoid creating separate ad
sets for individual creative
assets

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Best Practices for eCommerce Success on Facebook
Combined Placements
The more placements your ads appear in, the more opportunities you have
to reach or convert someone
Increase Audience Size Increasing audience size can help us gather more data and prevent inefficiencies
Budget Liquidity Let the algorithm spend where it makes performance is strongest
Proper Bidding Choose the right bid strategy based on your goals and cost requirements
Event Optimization
A higher number of conversion events will help us get past the learning
phase threshold and improve overall optimization

18. Choose the right bid strategy to support your business goals
● You want results at a specific, stable
cost per result
● You are willing to sacrifice some
efficiency for consistency
● You value volume of conversions over a
strict efficiency goal
● Priority is to spend the budget in full
● You understand the maximum amount you
can bid per incremental result
● You are targeting a broader audience with a
lower likelihood to convert & want to manage
costs
Lowest Cost
Recommended Use Case Bidding Strategy
Target Cost
Lowest Cost with Bid Cap
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Best Practices for eCommerce Success on Facebook
Combined Placements
The more placements your ads appear in, the more opportunities you have
to reach or convert someone
Increase Audience Size Increasing audience size can help us gather more data and prevent inefficiencies
Budget Liquidity Let the algorithm spend where it makes performance is strongest
Proper Bidding Choose the right bid strategy based on your goals and cost requirements
Event Optimization
A higher number of conversion events will help us get past the learning
phase threshold and improve overall optimization

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Higher number of conversions will help exit the learning phase
Landing Page View
Add to Cart
Purchase
Be sure to establish
appropriate KPIs for each
event while using this tacticInitiate Checkout

21. Tinuiti clients see improved performance by adding Instagram
49%
Lower cost per link click
12%
Higher conversion rate
when compared to running on Facebook only
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22. Awareness Consideration
Retention and Advocacy Transaction
Instagram products can grow brands throughout the funnel
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23. People want to shop
on Instagram
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Key Benefits of Shopping on Instagram
Simplicity
The experience is simple for
Instagrammers. In just a few
taps, they can learn about
products, and make a
purchase.
Storytelling
You can tell your brand and
product story in new ways with
shopping on Instagram. Introduce
new products in your feed through
video or a combination of video
and static imagery.
Scale
Shopping can help you find new
shoppers through Explore and
recent shop tab updates on the
Instagram business profile.

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Build eCommerce creative to be the most effective
Look and Feel
Brand and Product
Format and Execution

26. Recommendations in action
Theory included Automatic Placements with Asset
Customization for a sale in Q1 2020
17% higher ROAS than Facebook alone
Performance Recap
35% lower CPMs than Facebook alone
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27. Reach new audiences
Get your message out
Optimize for business
results
Brand presence
Connect with existing
community
Build credibility
Build and Broaden Your Presence Across Instagram
OrganicPaid
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28. Important Brands
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29. synonymous.
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30. Source: Absolunet, 2020
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34. Source: Nielsen Catalina
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44. Source: McKinsey
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46. Key Takeaways
Utilizing the Facebook Power 5 will help to drive overall
direct response efficiency
Instagram Shopping tactics can drive business growth
Creative should be quality and customized to your unique
consumer to cut through the noise on social commerce
channels
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47. Schedule Your 1:1
Strategy Evaluation
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48. Live Q&A
Walker Clayton
Agency Partner Manager
Katy Lucey
Director, Paid Social
Maggie Hickey
Director of Strategic
Partnerships
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49. Upcoming Webinars
tinuiti.com/content/
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50. 50
COVID-19 Updates by Channel
Tips for Marketers to Implement Now
Coronavirus (COVID-19): The Resource Hub for Marketers
The latest news and cutting edge strategies for marketers to apply today
https://bit.ly/COVID19tinuiti

51. THANK YOU!
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