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FACEBOOK ASSIGNMENT
/ Buyrapid.com Case Study /
By Tessie Schuster
November 7, 2016
YOUR STORY
YOUR BUSINESS AT A GLANCE
● Low brand attachment
● Cheap prices are essential to
consumers regardless of the
retailer
CONS...
YOUR GOAL(S)
Conquer a new market
outside Europe
CONQUERING NEW HORIZONS &
OPTIMIZING EXISTING MARKETS
Suggested
IMMEDIATE OBJECTIVE
Op...
YOUR NEW MARKET
- ISRAEL -
● 95% of Israelis use internet connected devices & made
at least 1 online purchase during the year
● Mobile penetration = ...
Sources: Facebook Audience Insights - 2016
QUICK FACTS - FACEBOOK PLATFORM & AD USAGE
● + 5M monthly active users
● + 3M i...
OUR SOLUTION
SUCCESSFULLY ENTER YOUR NEW MARKET
RAISE
AWARENESS
DRIVE
SALES
MEASURE THE SUCCESS
OF YOUR ADS
RESELL TO YOUR
NEW CUSTOMERS
STEP #1 - RAISE AWARENESS IN YOUR NEW MARKET
# Your existing customers
Match your existing customers with the
Facebook com...
STEP #2 - DRIVE SALES IN YOUR NEW MARKET
# Your existing website visitors
Retarget Facebook ads to your recent
website vis...
STEP #3 - RESELL TO YOUR NEW CUSTOMERS
# Your existing customers
Use the Facebook pixel & custom
audiences to target your ...
STEP #4 - MEASURE THE SUCCESS OF YOUR ADS
# Learn from your successes or
mistakes
Optimize your ads & budget for your
next...
HOW WE CAN
WORK TOGETHER
BENEFIT FROM A POWERFUL ADVERTISING
PLATFORM TO MAXIMISE YOUR ROI
CUSTOMIZED & QUALITATIVE
TARGETING AT SCALE
TRACK, OPTIM...
AN ENTIRE TEAM DEDICATED TO YOUR CAMPAIGN
CLIENT
PARTNER
CLIENT
SOLUTIONS MANAGER
CUSTOMER
SUPPORT SPECIALIST
ENGINEERING
...
PROPOSED MACRO CAMPAIGN WORKFLOW
Client
involvement
FB involvement
(CP/CSM)
Pre-campaign phase
Campaign phase
Post-campaig...
SUCCESS STORIES
HOW AN ISRAELI ONLINE PHARMACY GOT
CUSTOMERS TO COME BACK
THEIR GOAL
# Gain new customers
# Reinterest existing customers
...
HOW ASOS DROVE MOBILE SALES WITHIN ITS APP
THEIR GOAL
# Mobile conversions
Acquiring new customers &
retaining existing on...
THANK YOU FOR LISTENING!
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Facebook Ads Proposal (Interview case study)

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A case study I had to realize for an interview at Facebook for the Client Solutions Manager position. Here's the case study brief > https://goo.gl/wTvoHd

They were pretty happy with the presentation, when taking into account that at that the only thing I knew about Facebook ads was the marketing and content side of it but not the 'behind-the-scenes' ad targeting and budgeting side.

Publié dans : Marketing

Facebook Ads Proposal (Interview case study)

  1. 1. FACEBOOK ASSIGNMENT / Buyrapid.com Case Study / By Tessie Schuster November 7, 2016
  2. 2. YOUR STORY
  3. 3. YOUR BUSINESS AT A GLANCE ● Low brand attachment ● Cheap prices are essential to consumers regardless of the retailer CONSUMER INSIGHT QUICK FACTS COMPETITIVE ADVANTAGE ● # Cheaper prices than competitors ● # Regular flash sales on mobile devices & tablets ● E-commerce pure player (EU-based) ● 2M Facebook fans CURRENT AD STRATEGY ● Paid = 90% of conversions (last-click) ● SEM & SEO = main traffic sources (budget: $15M / year)
  4. 4. YOUR GOAL(S)
  5. 5. Conquer a new market outside Europe CONQUERING NEW HORIZONS & OPTIMIZING EXISTING MARKETS Suggested IMMEDIATE OBJECTIVE Optimize Facebook ad performance in Europe to ensure customer retention Suggested LONG-TERM OBJECTIVE
  6. 6. YOUR NEW MARKET - ISRAEL -
  7. 7. ● 95% of Israelis use internet connected devices & made at least 1 online purchase during the year ● Mobile penetration = 72% ● Almost 50% of the population accesses Facebook Sources: statista.com / asendia.com - 2016 figures ● Highest e-commerce spend = electronics & media ● Annual e-commerce revenue = $3.6 billion ● ½ of the population are regular online shoppers QUICK FACTS - E-COMMERCE & ONLINE MARKET
  8. 8. Sources: Facebook Audience Insights - 2016 QUICK FACTS - FACEBOOK PLATFORM & AD USAGE ● + 5M monthly active users ● + 3M interested in consumer electronics ● 58% accessed Facebook via mobile* ● 27 ad clicks for the consumer electronics segment* (vs 22 for the US market) VS ● 15 ad clicks for Israel’s Facebook community* (vs 13 for the US community) * last 30 days
  9. 9. OUR SOLUTION
  10. 10. SUCCESSFULLY ENTER YOUR NEW MARKET RAISE AWARENESS DRIVE SALES MEASURE THE SUCCESS OF YOUR ADS RESELL TO YOUR NEW CUSTOMERS
  11. 11. STEP #1 - RAISE AWARENESS IN YOUR NEW MARKET # Your existing customers Match your existing customers with the Facebook community. # Your existing fans Target the fans you already have based on location. # A new audience Find a lookalike audience based on your existing consumers, your website visitors or your Facebook page fans. SHOWCASE YOUR COMPETITIVE ADVANTAGE TARGET THE RIGHT AUDIENCE # Promote flash sales on your power items # Advertise your strenghts such as offering the lowest prices CHOOSE THE RIGHT AD FORMAT Dynamic product ads
  12. 12. STEP #2 - DRIVE SALES IN YOUR NEW MARKET # Your existing website visitors Retarget Facebook ads to your recent website visitors. # Your existing leads Create a custom audience to target the leads you’ve already acquired through other media channels. # A new audience > Find a lookalike audience based on your existing consumers, your website visitors or your Facebook page fans. > Target the Israeli Facebook community based on location & interest. CREATE A SENSE OF URGENCY TARGET THE RIGHT AUDIENCE # Create limited offers for your flash sales CHOOSE THE RIGHT AD FORMAT Limited offer claims
  13. 13. STEP #3 - RESELL TO YOUR NEW CUSTOMERS # Your existing customers Use the Facebook pixel & custom audiences to target your newly acquired customers again. Target your audience with specific content related to their different micro-moments: > moments of the day, week, month > holiday season > seasonal sale periods > life-event celebrations, etc. TARGET YOUR CUSTOMERS IN THEIR MICRO-MOMENTS TARGET THE RIGHT AUDIENCE # Create purchase intent by becoming a part of the consumer journey # Anticipate consumer behaviour based on what you already know (holidays, life events, etc.) CHOOSE THE RIGHT AD FORMAT Link ads
  14. 14. STEP #4 - MEASURE THE SUCCESS OF YOUR ADS # Learn from your successes or mistakes Optimize your ads & budget for your next campaigns TRACK YOUR CAMPAIGN SUCCESS ADJUST FUTURE ADS BASED ON YOUR ANALYSIS # Track conversions across multiple devices by installing the Facebook pixel on your website # Test different ad copies & audiences to see which one performs best # Maximise ROI through conversion lift ANALYSE YOUR AD PERFORMANCE # Measure ad performance Various metrics will help you assess how well your ad performed (CPA, CPC, CPM, CTR, conversion rate, reach, impression, etc.)
  15. 15. HOW WE CAN WORK TOGETHER
  16. 16. BENEFIT FROM A POWERFUL ADVERTISING PLATFORM TO MAXIMISE YOUR ROI CUSTOMIZED & QUALITATIVE TARGETING AT SCALE TRACK, OPTIMIZE & REMARKET WITHIN THE SAME PLATFORM BROADER AUDIENCE REACH MAXIMISE YOUR ROI THROUGH A/B TESTING & CONVERSION LIFT
  17. 17. AN ENTIRE TEAM DEDICATED TO YOUR CAMPAIGN CLIENT PARTNER CLIENT SOLUTIONS MANAGER CUSTOMER SUPPORT SPECIALIST ENGINEERING TEAM
  18. 18. PROPOSED MACRO CAMPAIGN WORKFLOW Client involvement FB involvement (CP/CSM) Pre-campaign phase Campaign phase Post-campaign phase Ongoing ad strategy proposal Client brief Week1 Week 2 Week 3 Week 4 Proposal presentation Week 5 Week 6 Week 7 Week 8 Proposal adjustment Campaign start Campaign monitoring Campaign adjustment if needed Mid-campaign Follow-up w/client Campaign report & gathered insights Week 9 Week 10 Defining the next steps w/client
  19. 19. SUCCESS STORIES
  20. 20. HOW AN ISRAELI ONLINE PHARMACY GOT CUSTOMERS TO COME BACK THEIR GOAL # Gain new customers # Reinterest existing customers THE SOLUTION # Remarket existing customers # Target a lookalike audience based on their customers
  21. 21. HOW ASOS DROVE MOBILE SALES WITHIN ITS APP THEIR GOAL # Mobile conversions Acquiring new customers & retaining existing ones THE SOLUTION # Facebook ads that drive traffic to Asos’ mobile app while offering a seamless customer browsing experience
  22. 22. THANK YOU FOR LISTENING!

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