The Q4 Ecommerce Brand Accelerator Virtual Summit Ad Espresso Presents: During Q4 the cost of advertising on Facebook sees a steep increase in price so it’s important to turn to your best audiences to maximize revenue. During this webinar we’ll cover 6 retargeting techniques you must be using to guarantee success at this busy time of year.

1. 6 Ways To Retarget Audiences Using
Facebook Ads To Maximize Revenue
During Q4
THE Q4 ECOMMERCE BRAND ACCELERATOR VIRTUAL SUMMIT

2. Summit Details
Tuesday, September 25th
10 - 10:45 AM PT
! CPC Strategy: Maximize Conversions by Balancing
Your Ecommerce and Amazon Strategy
11 - 11:45 AM PT
! Trustpilot: Optimizing the Path to Conversion
Leveraging Social Proof to Increase Sales
12 - 12:45 AM PT
! Nielsen Visual IQ: Crossing the New Digital Divide:
Your Guide to Marketing Effectiveness
Wednesday, September 26th
10 - 10:45 AM PT
! AdEspresso: 6 Ways To Retarget Audiences Using
Facebook Ads To Maximize Revenue During Q4
11 - 11:45 AM PT
! Privy: How Top Ecommerce Merchants Approach
Cart Abandonment

3. ! Session Recording & Slides Will Be Sent Out
! Submit Questions to Our Panelists
! Resources Available as Handouts
! Join in the Poll Question!
Analicia Santaella
Webinar Coordinator
Today’s Logistics

4. Paul Fairbrother
Head of Education
Today’s Speaker

5. Today’s Agenda
! Evergreen Retargeting 101
! Segmenting Audiences To Maximize ROI
! How To Create A Retargeting Sequence
! Email Custom Audiences Setup
! Using Engagement Audiences
! What Offers To Use To Maximise Sales

6. Happy Holidays!

7. Q4 Facebook Ad Prices

8. Why Retarget?

9. Why Retarget?
! 91% of Facebook ad revenue comes from mobile
! Many users will engage with your ad while on the go and won’t have time to complete a
purchase or action on your website

10. Why Retarget - Case Study
! Case Study: 99,436 Impressions > 5,830 Clicks > 2,961 Product Pages Viewed > 538
Products Added To Cart > 158 Initiate Checkouts > 53 Purchases

11. Evergreen Retargeting 101

12. What Is Evergreen Retargeting?
! An evergreen campaign uses an audience that dynamically updates over time
! This eliminates the problem of a static audience where performance declines over time
due to the same people seeing the same ads over time resulting in ad fatigue
! Evergreen campaigns can run for months or even years
! Often the highest ROI of all your campaigns

13. What Is Evergreen Retargeting?

14. What Is Evergreen Retargeting?
DYNAMIC ✅
! Website, app and engagement audiences dynamically update based on the time window
STATIC ❌
! Email audiences are static. HOWEVER we can make them dynamic…more later!

15. Custom Audience Options

16. Use Any Audience Where You Can Specify A Time Window

17. Use Any Audience Where You Can Specify A Time Window

18. Congratulations On Your First Evergreen Campaign!

19. Segmenting Audiences To Maximize ROI

20. Segmented Audience Funnel: Example
! Campaign 1: 7 Day Website Visitors
! Free Shipping Offer
! Campaign 2: 14 Day Add To Cart
! $10 Off
! Campaign 3: 28 Day Initiate Checkout
! $20 Off

21. Setup Example: All Website Visitors 7 Days

22. Setup Example: Add To Cart 14 Days

23. Setup Example: Add To Cart 14 Days

24. Setup Example: Initiate Checkout 28 Days

25. What Audiences To Include And Exclude
! Exclude the audiences at the next steps of the funnel. Example:
Campaign 1:
! INCLUDE 7 day website visitors
EXCLUDE 14 day add to cart, 28 day initiate checkout, 180 day purchasers
! Campaign 2:
INCLUDE 14 day add to cart
! EXCLUDE 28 day initiate checkout, 180 day purchasers
Campaign 3:
INCLUDE 28 day initiate checkout
! EXCLUDE 180 day purchasers

26. What Audiences To Include And Exclude

27. How To Create A Retargeting Sequence

28. Sequencing Retargeting Ads
! Use a time window on each custom audience to show ads in a sequence

29. Case Study
Days 1-4: aim is to get a 3 month box subscription

30. Case Study
Days 5-8: aim to get a single month box subscription

31. Case Study
Days 9-12: aim to get a one off shop sale

32. Case Study
Days 13-16: final offer to get a $10 tripwire sale

33. Exclude the audiences from the previous time windows
! Example:
Campaign 1:
! INCLUDE 1-4 day website visitors
EXCLUDE -
! Campaign 2:
INCLUDE 1-8 day website visitors
! EXLUDE 1-4 day website visitors
! Campaign 3:
INCLUDE 1-12 day website visitors
! EXCLUDE 1-8 day website visitors

34. Set Up The Include And Exclude Audiences

35. Tip
Most conversions will happen in the first 4 days after visiting the website so sequence your
best offer first, not last. After that move to offers that require a lower purchase price.

36. Using Email Custom Audiences

37. Using Email Custom Audiences
! Advantage: can be used for targeting forever so perfect for seasonal sales. Compare to a
website custom audience that only lasts for 180 days.
! Disadvantage: the match rate of emails to a Facebook custom audience is usually 60-70%
and lower for B2B.
! Conclusion: use both email and website custom audiences

38. Using Email Custom Audiences

39. Email Sync
Facebook Lead Ad > CRM
CRM > Website Custom Audience
If using a Sync the audiences update dynamically and so will any lookalike audiences created
from them

40. AdEspresso Data Sync

41. LeadsBridge

42. Driftrock

43. Zapier

44. Engagement Audiences

45. Creating An Engagement Audience

46. Creating An Engagement Audience

47. Video Engagement

48. Lead Forms

49. Instant Experience = Canvas

50. Facebook Page

51. Instagram (Must Be A Business Profile)

52. Event

53. What Offers To Use

54. Offer Types
! Free accessories
! Free shipping
! Money off
! Percentage discount

55. Offer Types
! Free accessories
! Free shipping
! Money off
! Percentage discount

56. Small Discounts Don’t Work

57. Case Study - Rugby Warfare
! Owned by Scott Flear, based in the UK but selling rugby apparel across the world:
rugbywarfare.com/store/

58. Free Product Offer

59. Free Product Offer

60. Retargeting: 14 Day Add To Cart Audience

61. Retargeting: 30 Day Initiate Checkout Audience

62. https://university.adespresso.com/cpc-strategy/

63. Questions for Today’s Speaker?
Paul Fairbrother
Head of Education