facebook ads & a 75 year old business

FACEBOOK ADS & a 75 YEAR OLD BUSINESS

PREAMBLE

HashTag: #MADNightsKL

Twitter: @dawsonrb

Twitter: @TopSearchResult

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BACKSTORY

Questions

P.E.I.

5,452 km away

TOP SEARCH RESULT

CLIENT WORK

VESEY’S SEEDS – SINCE 1939

Reference point:

WWII 1939-1945

-

400,000

800,000

1,200,000

1,600,000

Catalogues Sent Out Yearly

2.4 times

1996 – THE “INTERWEBS”

2013 – E-COMMERCE

Call to Actions

3

2

14

1

2

3

4

Sales FunnelSocial

Newsletter

Catalogue

$$ Sale

GET THEM IN THE FUNNEL

Are you expecting a sale too quickly ?

PINTEREST - Very Early in Buying Process -New Visitors

TWITTER - Less Likely to Buy - Return Visitors

YOUTUBE - Likely to Order Catalog

GOOGLE DISPLAY NETWORK - Likely to OrderCatalog

SEARCH - Organic and Paid - Likely to OrderCatalog and Goods

FACEBOOK - Likely to Order Catalog andGoods

EMAIL - Likely to Purchase

DIRECT -Likely to Order Catalog and Goods

Web Traffic Funnel

Different traffic sources are ideal for different stages in the sales funnel

SOCIAL MEDIA ?

VESEY’S SOCIAL MEDIA FOCUS

WHY? GROWING IMPORTANCE

% of conversions that touch social points growing

7% of visits

20% growth rate

FACEBOOK (FB)

Top 5 in traffic sources

Top 5 in catalogue requests

QUICK SURVEY

Who has used online advertising?

Who has used Facebook advertising?

BUT… FACEBOOK ADS DON’T WORK

FB ADS I SEE

WTF ?

Blame Facebook or blame crappy Facebook marketers ?

IMPLEMENTATION…

VALUE YOUR CONVERSIONS

A.O.V. X % of catalogue requesters that convert

FACEBOOK AD CAMPAIGN GOALS

1. Request catalogue

2. Get FB likes

FB CAMPAIGN #1

THEORY

FB ads would generate catalogue requests at a cost comparable to Google Display Network

AD CREATION Who doesn’t like free ?

Strong brand + current year

Serve Canadians

TEST VARIOUS ADS

TARGET PRACTICE

TARGETTING YOUR ADS

FB INSIGHTS = TARGET MARKET

IMPORTANT: TAG YOUR ADS

Use Google URL Builder

Separates paid and free FB traffic sources

ANALYZING

Don’t know the cost for a conversion?

You don’t know what you’re doing

Not true online

ALWAYS BE TESTING

Theory: Popular Pinterest pins would entice more clicks

ALWAYS BE MEASURING

Result: More visits/clicks but conversion rate dropping

“FAILED” ATTEMPTS

Not everything will work!

BOTTOM LINE

1/2 the cost of Google Display Network + cheaper than Google Search ads (unexpected) for catalogue requests

FB CAMPAIGN #2

TIP – REINVEST IN TESTING

1. Scale up what works

2. Take % of return and invest in testing

3. Repeat

ENGAGEMENT ADS - “LIKE US”

BUT WHY ?

SOCIAL PROOF

Social proof

THEORIES

Paid likes = increased engagement Paid likes = increased trafficPaid likes = increased social proof

ENGAGEMENT

Can you guess when ads were paused ?

29% of likes from FB Ads

“You like me, you really like me!”

BOTTOM LINE

BOTTOM LINE

Facebook11%

Other89%

Catalogue Requests

“FREE” BRANDING

Only pay for clicks not impressions

Reference point

TRAFFIC

Free Facebook visits up 400%

CLIENT PRESENTATION FEEDBACK

MORAL OF THE STORY ?

IGNORE THE FB HATERS

TEST IT OUT!

ANYTHING IS POSSIBLE

QUESTIONS ?

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