HOW TO ACQUIRE CUSTOMERSWHEN FACEBOOK ADS STOP WORKING

P R O T E C T Y O U R S E L F F R O M P L A T F O R M B U B B L E S !

F A C E B O O K A D S G O O G L E A D W O R D SVS

P R O B L E M S W I T H U S E R A C Q U I S I T I O N

• G r ow i n g d e m a n d s a t u ra t e d t h e d i g i t a l m a r ke t i n g c h a n n e l o f c h o i ce o f m a ny m a r ke t i n g exe c u t i ve s .

• Th e F a ce b o o k b u b b l e

Retailers occasionally experience cost inf lation in advertising platforms.

E.g . Mass ive surge in user acquis i t ion costs dur ing the hol iday season .

Th e s e h i g h m a r ke t i n g ex p e n d i t u r e s i m b a l a n ce

t h e ove ra l l o n l i n e a d ve r t i s i n g m a r ke t .

It is causing serious customer acquisition issues for brands relying on Facebook or Google for website traff ic .

W H Y ?

INNOVATION DIFFUSION.

INNOVATORSI N N O V A T I O N D I F F U S I O N

Adopted the use of Facebook ads into their marketing mix before anyone else in their category.

Clicks were a fraction of the cost of Google Ads.

Conversions followed through.

Businesses who gradually saw the value of Facebook ads.

Google and Facebook saw the massive increase in early

adoption and invested in better advertising and targeting tools.

EARLY ADOPTERSI N N O V A T I O N D I F F U S I O N

Majority of the market began to swing their marketing budgets into Facebook ads.

T H E T I P P I N G P O I N T

EARLY MAJORITYI N N O V A T I O N D I F F U S I O N

• People demand for a finite thing • Click-through rates plummets • Ad platforms change daily • ROI becomes less controllable

B O T H G O O G L E A D W O R D S A N D F A C E B O O K A D S A R E P R O P R I E TA R Y C H A N N E L S .

T H E I R E N O R M O U S A N D V A L U A B L E N E T W O R K S D R O V E A D V E R T I S I N G D E M A N D T H R O U G H T H E R O O F .

Advertisers should remember they are renting that traffic.

RENT CAN GO UP ANY DAY OF THE WEEK!

W O M E N ’ S C L O T H E S

‣ H I G H L Y P R O F I TA B L E A D S P E N D ‣ G R E AT F O R D R I V I N G D E M A N D

W H E N T H E R E I S N O N E

GOOGLE ADWORDSSCALABLE ADVERTISING

$ 1 0 0 , 0 0 0 / M O N T H O R $ 0 . 2 0 / C L I C K

E A R L Y D AY S

E S T . 5 0 0 , 0 0 0 M O N T H L Y S E A R C H E S

$ 6 , 5 0 0 , 0 0 0 / M O N T H O R $ 1 3 / C L I C K

W H E N E A R L Y M A J O R I T Y C A M E

‣ A W O R T H W H I L E I N V E S T M E N T F O R B R A N D E D A D V E R T I S E R S O N L Y

GOOGLE ADWORDSSCALABLE ADVERTISING

Search i s good i f you have brand awareness . The problem comes when you have none .

H OW DO YO U C R E AT E D E M A N D W H E R E N O N E E X I S T S ?

LOOK AT DROPBOX!

F A C E B O O K D E M O C R AT I S E D A C C E S S T O I T S I N C R E D I B L E I N V E N T O R Y O F P E O P L E .

FACEBOOK ADSPRECISE TARGETTING

T H E P R O B L E M

‣ Budget dumping

‣ Bigger brand companies have little knowledge of online advertising

‣ Irrational spending

‣ Low conversion rates

Studies have shown that

Facebook works best in retargeting

circumstances.

Acquire customers with a proprietary channel.

YOUR WEBSITE

Retarget on non-proprietary channel.

FACEBOOK OR GOOGLE

YOU SHOULD:

L O W E R U S E R A C Q U I S I T I O N C O S T

RESULT

L I M I T E D R E T A R G E T I N G R E A C H

C O M P E T I N G W I T H B I G G E R B R A N D S

A D F A T I G U E

I t ’ s r e a l l y h a r d t o c o m p e t e a t t h e t o p o f t h e f u n n e l .

P R OT E C T YO U R S E L F B Y CO N T R O L L I N G P R O P R I E TA RY C H A N N E L S .

C O N T E N T M A R K E T I N G

percent of marketers said their brand leverages content marketing to drive awareness.76

Take advantage of lower acquisition costs by routing c u s t o m e r s t o c o n t e n t rather than offers.

I N F L U E N C E R M A R K E T I N G

‣ Transfers the trust of fans from their influencer directly to the brand.

‣ Breaks dow n bar r ie r s to purchase through the power of recommendation.

R E F E R R A L M A R K E T I N G

‣ Creates viral acquisition

‣ No bidding processes involved

‣ Power of recommendation

‣ Reduce cost of acquisition

‣ Limitless scaling opportunity

‣ Proprietary to you forever

LEARN MORE ABOUT REFERRAL MARKETING…

L E A R N M O R E

Thinking of implementing

a referral program?

R E A D F R E E E B O O K

Next up: E-Commerce

Referral Marketing Best Practices!

B E A S U C C E S S F U L O N L I N E R E TA I L E R !