how retail marketers can boost their facebook advertising roi in 2016

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 KernerRetail Search ManagerCPC Strategy

Massimo ChieruzziCEO | FounderAdEspresso

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 KernerRetail 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 ChieruzziCEO | 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 -> BuyEasy, 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 FacebookFacebook 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 monitorCost 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

DesignCatchy title. Recognizable branding. Prompts to engage users.

Targeting the Right AudienceVery Broad (1 to 2M users).Target Countries where you sell. Interest targeting. Lookalike Audiences

PlacementAnywhere! Mobile and Desktop, Newsfeed and Right Column

Bid & Reducing Cost Per ImpressionoCPM for Website Clicks or Engagement

Live Q&ASubmit 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 KernerRetail Search ManagerCPC Strategy

Massimo ChieruzziCEO | FounderAdEspresso

Converting Visitors into Leads

GoalsGetting your visitors’ profiles and contact information. Position yourself as a thought leader.

IngredientsLead 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

DesignClear Call To Action. Highlight the problem. Specify that it’s FREE.

Targeting the Right AudienceWebsite Custom Audience (Website Visitors in the last 60 days).Exclude existing leads with a Custom Audience.

PlacementDesktop Newsfeed and Right Column

Bid & Reducing Cost Per ImpressionoCPM optimized for Conversions

Live Q&ASubmit 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 KernerRetail Search ManagerCPC Strategy

Massimo ChieruzziCEO | FounderAdEspresso

From Leads to Customers

GoalsTime to make $$$$.Convert hot leads into paying customers.

IngredientsEmail marketing; Buyer Personas

Metric to monitorCost per Conversion & ROIUse 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

DesignKeep it simple. Highlight benefits, not features. Address your customers’ rational and emotional sides.

Targeting the right AudienceTarget Website Custom Audience + the Custom Audience that has all your leads;exclude existing customers.

PlacementDesktop: Newsfeed and Right Column.

Bid & Reducing Cost Per ImpressionoCPM optimized for conversions

Live Q&ASubmit 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 KernerRetail Search ManagerCPC Strategy

Massimo ChieruzziCEO | FounderAdEspresso