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Ecommerce: How to Do Facebook Marketing at Scale
Why Major Brands Are Investing in Facebook
#Facebookatscale
The social tipping point
#Facebookatscale
The rising impact of social
33%of people find product via
social
50%of people find product from
search
#Facebookatscale
Every demographic on Facebook
#Facebookatscale
Increasing revenue/click
The Five Things You Need to Know
Pre-work
Campaign Planning
Targeting
Creative
Evaluation
#Facebookatscale
Targeted landing pages
#Facebookatscale
Facebook specific landing pages
Pre-work
Campaign Planning
Targeting
Creative
Evaluation
#Facebookatscale
Dashboards
#Facebookatscale
Before going big with Facebook advertising, get your data ducks in a row #Facebookatscale
Pre-work
Campaign Planning
Targeting
Creative
Evaluation
#Facebookatscale
10,000,000,000000,000,000,000,000000,000,000,000,000000,000,000,000,000000,000,000,000,000000,000,000,000,000000,000,000,000,000
Facebook offers over a googol targeting combinations #Facebookatscale
Unprecedented targeting
Device
• Type• OS version• Wi-fi connectivity
Behavior
• Actions taken with sites and apps
• Offline purchase behavior
CRM
• CRM…
Demographics
• Age• Gender• Language• Location
Affinities
• Likes• Interests• Conversations
Social
• Relationship status• Education level,
college, major• Employer, position
#Facebookatscale
CRM targeting
CRMDatabase
FB Profile Match
Targetable Audience
#Facebookatscale
0
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
7,000,000,000
8,000,000,000
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Impressions vs. Purchase Rate by Targeting Type
Purchase Rate
Impressions
Interest targeting scales campaign
#Facebookatscale
Overwhelmed by Facebook's targeting options? Start by using parameters unique to this medium. #Facebookatscale
?
4. Creative
Pre-work
Campaign Planning
Targeting
Creative
Evaluation
#Facebookatscale
Aesthetics (interest)
250% lift in conversions
#Facebookatscale
Aesthetics (interest)
Self-Identificatio
n
#Facebookatscale
Language (consideration)
75% lift in conversions
#Facebookatscale
Relevance (decision)
40% lift in conversions
#Facebookatscale
Number of creatives
Pre-work
Campaign Planning
Targeting
Creative
Evaluation
Mobile
$45
Diana
$79
Kerry$7 CPA $5 CPA
6 Week Purchase Cycle
Mobile DianaKerry$7 CPA $5 CPA
#Facebookatscale
Lifetime ROI vs. CPA – 6x higher ROI
Early ROI via maturity curves
Hours from Click
RO
I
0 10 20 30 40 50 60 70 80 900%
50%
100%
150%
200%
250%
Expand with affinity modeling
High affinity with core customers
Low affinity with core customers
Expand into the highest quality segments
#Facebookatscale
Track cohorts – lifetime behavior
Track cohorts – identify opportunities Time Period ROI Increase
Black Friday vs. prior Friday + 36%
London vs. Paris + 24%
35-44 age demo vs. 45-54 + 9%
Cyber Monday vs. prior Monday + 54%
Re-targeting implementation + 28%
#Facebookatscale
Attribution modeling• This is where you get value out of your data
planning• [will add images]
Facebook’s 2 unique opportunities
#Facebookatscale
Mobile
48% of Facebook’s daily users are now mobile only.
#Facebookatscale
Go big – scale with confidence
#Facebookatscale
Retargeting39% more customers. 89% increase in revenue/customer.
Thank You.
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