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Ask An Expert: Actionable Facebook Campaign Strategies For Black Friday & Beyond

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The Story: With over 2 billion monthly active users, Facebook is the perfect platform for retailers to further impression share, drive brand affinity & revenue, and increase ROI. With an influx of traffic looming in the horizon, it is imperative to align your Facebook campaigns to meet your specific goals for Black Friday & Cyber Monday.

Publié dans : Commerce de détail
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Ask An Expert: Actionable Facebook Campaign Strategies For Black Friday & Beyond

  1. 1. ASK AN EXPERT: Actionable Facebook Campaign Strategies For Black Friday & Cyber Monday
  2. 2. Today’s Logistics Session Recording + Slides Will Be Sent Out Join in the Poll Questions! Submit Questions to Our Panelists
  3. 3. Overview Founded in 2007 Recognized as a Google Premier Partner 400+ Active Retail Clients Top 50 fastest growing company in San Diego DELIVERING LASTING RESULTS FOR OUR CLIENTS Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing About CPC Strategy
  4. 4. Today’s Event Speaker Sarah Rogers Manager, Performance Social
  5. 5. Let’s Jump into Your Questions
  6. 6. What are some ways for us to increase our reach for Black Friday? 1. Use a variety of campaign objectives
  7. 7. What are some ways for us to increase our reach for Black Friday? ➔ Utilize Lookalike audiences ➔ Ultimately, bigger lists = bigger opportunity for sales 2. Use a variety of audiences
  8. 8. What are some ways for us to increase our reach for Black Friday? 2. Use a variety of audiences ➔ Utilize the audience insights tab to create different personas for your audience
  9. 9. What are some ways for us to increase our reach for Black Friday? 3. Use a variety of messages
  10. 10. Should we A/B test audiences for Black Friday? ➔ No, avoid testing on Black Friday or any other major holiday Source: https://www.optimizely.com/optimization-glossary/ab-testing/ Instead: ➔ Use your PROVEN best audiences and best messages ➔ Target audiences with the best ROI
  11. 11. What types of audience should we target for the best ROI for Q4? Audiences we have seen a direct impact on ROI from: 1. Targeting & Excluding (web pages, email list segments, etc.) 1. Page Engagers 1. Targeting Video Viewers 1. Targeting Layering Prospecting Audiences
  12. 12. What types of audience should we target for the best ROI for Q4? Specific Web Pages (Targeting & Excluding) Targeting: ➔ Viewed products ➔ Cart abandoners ➔ Past Purchasers with high AOV ➔ Visitors by significant time on site (top 10% site visitors) ➔ Target all website visitors and segment: ➢ 1-30 days (those not running Dynamic ads) ➢ 90 to 180 days (to catch-all potential customers)
  13. 13. What types of audience should we target for the best ROI for Q4? Targeting Email List Segments (Targeting & Excluding) Can include: ➢ Email ➢ Phone Number ➢ Mobile Advertiser ID ➢ First Name ➢ Last Name ➢ Zip / Postal Code ➢ City ➢ State / Province Tip: ➔ If you set up a CRM list, update on a regular basis ➢ Country ➢ Date of Birth ➢ Year of Birth ➢ Gender ➢ Age ➢ Facebook App User ID ➢ Facebook User ID
  14. 14. What types of audience should we target for the best ROI for Q4? Targeting Page Engagers Targeting: ➔ Can target from 1-180 days ➔ Can’t get too granular (can’t target people who’ve engaged with a specific post, etc.) Excluding: ➔ Recent purchasers
  15. 15. What types of audience should we target for the best ROI for Q4? Targeting Layering Audiences Tip: ➔ Make an “and” statement as opposed to an “or” Targeting: ➔ Utilize Facebook’s Audience Insights tab to build personas ➔ Use interest and behavioral audiences for scale of messaging
  16. 16. I’ve been hearing a lot about Dynamic Ads. How can we use them for Black Friday & beyond? Use Dynamic Ads to: 1. Remind site visitors of what they’ve viewed and added to cart 2. Cross-sell to past purchasers with similar items they’ve bought 3. Upsell opportunities to potential purchasers for higher AOV
  17. 17. I’ve been hearing a lot about Dynamic Ads. How can we use them for Black Friday & beyond? Remind people what they’ve already seen and added to cart. For example: Facebook will retarget people with the exact products they viewed or added to cart. If they’ve viewed less than 10 products, Facebook will add in relevant products.
  18. 18. I’ve been hearing a lot about Dynamic Ads. How can we use them for Black Friday & beyond? Facebook now makes it easy to cross-sell products based on purchase behavior. For example: A protein supplements company can re-market a new protein powder flavor to past purchasers of protein powder.
  19. 19. I’ve been hearing a lot about Dynamic Ads. How can we use them for Black Friday & beyond? Through the upsell functionality, you can increase average order value by showing higher end products to site visitors. For example: A visitor views hats on an apparel company’s website. Dynamic ads can retarget the visitor with the company’s hero products, which are popular and have higher order value.
  20. 20. Questions for our Expert? Sarah Rogers Manager, Performance Social

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