facebook & instagram advertising audience + conversion series - day 1

Copyright 2017 - Q4 Amazon Virtual Summit

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Facebook & Instagram Advertising Audience + Conversion Series

Day 1Strategies To Lower Facebook Ad Cost & Improve Conversions

Day 2Next-level Methods To Finding & Reaching Your Target Audience Across Facebook & Instagram

2-Day Series Details

Overview

Founded in 2007

Google Premier Partner

400+ Active Retail Clients

Top 50 Fastest Growing Company San Diego

D E L I V E R I N G L A S T I N G

R E S U L T S F O R O U R C L I E N T S

Solutions

Retail-focused PPC & Shopping

Amazon Sales Acceleration

Facebook Performance Marketing

Creative Services

About CPC Strategy

Solutions

● Session Recording + Slides will be sent out

● Handouts can be found on the right

● Submit questions to our panelist

Today’s Logistics

Sarah SanchezManager, Performance Social

Today’s Speaker

Today’s Agenda

● Best Practices For Ad Creative

● Importance of Incorporating Video

● Ad Types That Work Best With Target Audiences

● Custom & Lookalike Audiences

● Mastering Re-Marketing Strategy


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STACK TEXT ROW 1STACK TEXT ROW 2Introduction

Introduction

Ask Yourself: What are we trying to achieve?

● Business goals & objectives should play into your Facebook Strategy

● Back into a realistic goal using on-site conversion rate and AOV to discover target CPC

● Creative and conversion rates = success/failure of Facebook ads

On-site conv. rate Set Realistic Goal Target CPC


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STACK TEXT ROW 1STACK TEXT ROW 2Best Practices For Testing Ad Creative


Best Practices For Testing Ad Creative

● Test, test, and test some more

● More creative and copy

variations equal better

opportunities for optimization

and stronger results

● Utilize a campaign, ad set, and

ad naming structure


Best Practices For Testing Ad Creative

● Utilize the new Test & Learn options to find which campaigns are causing the most incremental

conversions

● Must have at least 100 conversions (Purchase, Add to Cart, View Content, etc.)

● Facebook recommends running tests for 4+ weeks


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STACK TEXT ROW 1STACK TEXT ROW 2Incorporate Video

Incorporating Video

● Excellent way to communicate your brand and values

to new audiences

● Retarget your video viewers

● Video website cards get lower CPCs than images for

prospecting audiences

● Something worth noting: 85% of Facebook users

watch videos with sound off

● Captioned video ads can increase watch time by 12%

● People are 5x more likely to watch a video ad on

mobile

Slideshow Creation

● No video, no problem

● Create slideshows with best

sellers

● Work on communicating your

brand without the sound on


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Finding Ad Types That Work Best with Target Audience

Finding Ad Types That Work Best

Match your goal with the campaign objective and creative type:

Goal:Traffic for your site

● Traffic

● Video ads

● Boosted page posts

Goal:Sales for product/service

● Carousel ads

● Website cards

● DPAs

Comparison of Ad TypesCarousel Ad

Best for:

● First party audiences

● Prospecting audiences

Best for:

● First party audiences

Image Website Card Ad

Increase in ROI with

images without text

Video Website Card Ad

Best for: ● Prospecting audiences

Dynamic Product Ad

Best for: ● First party audiences

Comparison of Ad Types


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STACK TEXT ROW 1STACK TEXT ROW 2Custom & Lookalike Audiences

Custom & Lookalike Audiences

Custom Audiences

● Can be more segmented

due to longer buyer funnel

● Can target: # of interactions,

whether they engaged with

a post, or frequent

purchasers

● Exclude audience overlap (if

it make sense)

Best custom audiences: Top 25% of Page Viewers, 1-

10 Day Cart Abandoners, Page Engagers

Custom & Lookalike Audiences

Lookalike Audiences

● Add a interest/behavioral layer to

target most profitable users

● Create different audiences for

different efforts

● Use dollar values for customers

● Best lookalike audiences: High

AOV, Repeat Purchasers, Email

List


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STACK TEXT ROW 1STACK TEXT ROW 2Mastering Re-Marketing Strategy

Mastering Re-Marketing Strategy

Best Practices:

1. Create remarketing funnel

2. Segment remarketing audiences

3. Exclude converters

4. Match offer with audience

5. Don’t worry about high ad frequency

6. Test different ad elements

a. Ad copy, unique value offer, CTA buttons,

bidding methods

Mastering Re-Marketing Strategy

CPC Strategy x Vuori

Today’s Recap

● Best Practices For Ad Creative

● Importance of Incorporating Video

● Ad Types That Work Best With Target Audiences

● Custom & Lookalike Audiences

● Mastering Re-Marketing Strategy

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Schedule Your Facebook Performance Marketing Evaluation

CPC Strategy’s Facebook Performance Marketing Evaluation is an in-depth 60-minute analysis

and assessment of your Facebook advertising strategy & unique business goals, whether that be:

brand awareness, acquisition, customer activation, or re-engagement.

What Now?

SCHEDULE MY EVALUATION

Sarah SanchezManager, Performance Social

Questions for Today’s Speaker?