how retail marketers can boost their facebook advertising roi in 2016

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PowerPoint Presentation

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 RightSession Recording Will Be Sent Next Week More Resources In the Handouts Section to the Right

TODAYS SPEAKERSStephen KernerRetail Search ManagerCPC Strategy

Massimo ChieruzziCEO | FounderAdEspresso

OVERVIEW

Founded in 2007Recognized as an Official Google Shopping Partner300+ Active Retail ClientsTop 50 fastest growing company in San Diego 3 years

CLIENTSAbout CPC StrategySOLUTIONS

Retail-focused Paid Search (PPC)Google Shopping ManagementShopping Channel ManagementAmazon 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

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Massimo ChieruzziCEO | Founder of AdEspresso

Advertise on Facebook since 2011Analyzed >$200M in Facebook Ads going through AdEspressoHead of content for AdEspresso University & Blog

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Poll For The Audience

How much of your marketing budget is spent on Facebook advertising?

I am currently not advertising on FacebookFacebook is less than 10% of my advertising budgetFacebook is less than 30% of my advertising budgetFacebook is more than 50% of my advertising budget

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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 AdvertisingTargeting For Facebook DPA

Its 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.

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2015 Updates to Social AdvertisingInstagram Available to Everyone in The Power Editor

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2015 Updates to Social AdvertisingPinterest Bulk Editor

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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

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Understanding the Full-Funnel Approach to Facebook Advertising

Full-Funnel Approach to Facebook AdvertisingTactics 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 industriesAd design template is basicWhat works today will likely work next month and next year.

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Full-Funnel Approach to Facebook Advertisingbut they dont 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 dont work on Facebook:

Every industrys advertising approach is different.What works today might not work next monthAd design demands creativity and impressive content

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Full-Funnel Approach to Facebook Advertising

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Attracting Visitors

GoalsAttract visitors to our website and build an audience in the cheapest possible way.IngredientsContent. Awesome, unique, content.Metric to monitorCost per Website Click

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1. Make it Unique & Valuable3.5M 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. Its important to be open and transparent, this makes people relate to you

Blah, blah, blah thats soooo obvious! As opposed to what? Being closed and shady ?

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2. Write Appealing TitlesWhich Post Would You Rather Share?7 Top Facebook Ad errors- OR -The 7 Facebook Ad errors that cost me almost $250,000

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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

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Live Q&A

Submit your questions in the chat box on the right

cpcstrategy.com/retail-search-auditwww.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com

Apply For A Free 60 min. Channel EvaluationStephen KernerRetail Search ManagerCPC StrategyMassimo ChieruzziCEO | FounderAdEspresso

Converting Visitors into Leads

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

IngredientsLead Magnets

Metric to monitorCost per Conversion (Lead)

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Top Lead MagnetsDiscount Codes

Free Shipping

Free Samples

Early access to sales

Free Tools

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1. Make it Quick to Consume

Users wont be ready to move to the next step until theyve consumed the lead magnet

Make it easy to deliver and provide immediate gratification

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2. More Value = More Data

The Ask should be proportional to the perceived value of the lead magnet

Free SamplesDiscount

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3. Address a Specific Niche

Youll never satisfy everyone.Address your customers specific needs.

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Actionable StrategyDesignClear Call To Action. Highlight the problem. Specify that its 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

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Live Q&A

Submit your questions in the chat box on the right

cpcstrategy.com/retail-search-auditwww.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com

Apply For A Free 60 min. Channel EvaluationStephen KernerRetail Search ManagerCPC StrategyMassimo 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

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1. Use Buyer PersonasConduct interviews to understand why customers buySegment your audience based on their unique needsAddress each customers specific pain point in your ads

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2. Use Social ProofWhen Buying, Users fears often get in the way.Address this with Social Proofs and Testimonials

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3. Address both the rational and emotional side

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Actionable StrategyDesignKeep 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

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Live Q&A

Submit your questions in the chat box on the right

cpcstrategy.com/retail-search-auditwww.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com

Apply For A Free 60 min. Channel EvaluationStephen KernerRetail Search ManagerCPC StrategyMassimo ChieruzziCEO | FounderAdEspresso