Holiday Facebook Ads, the Ultimate Gift to Your Business

1#GoDigitalWebinar

Holiday Facebook Ads, the Ultimate Gift to Your Business

Presented by G/O Digital and Facebook

*Headshots and titles below the headshots

#GoDigitalWebinar

Brian NealPartner Manager of

Channel Sales

FACEBOOK

Jason FimbrezSocial Advertising

Manager

G/O DIGITAL

FACEBOOK ADS, The Ultimate Gift to Your Business

Moderator

Andrea Parker

Sr. Content Marketing

Manager

G/O DIGITAL

#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business

• The webinar recording will be available after the presentation

Housekeeping

• The deck will be available on SlideShare

• Use the chat window in the bottom left corner to ask questions throughout the webinar

• To join in on the social conversation, use the hashtag #GoDigitalWebinar

• If we cannot answer all of the questions, we will follow up through email

Holiday is the #1 Retail SeasonThe Facebook Family of Apps & Services can help you

make the most of this holiday season


$626Bopportunity

70%

Retailers reported an increase in 2015

holiday sales despite the unfavorable

macro trends

Retail sales grew 3%

In 2015Source: NRF, 2016 Retail Holiday Planning Playbook, June 2016

5


1. Facebook data, US only, Dec 1-31, 2015. Analysis of posts, videos, photos uploaded by people age 18+ on Facebook.2. Facebook data for people ages 18+ in the US, daily average for Jan 1–Oct 31, 2015 (non-Holiday season), and daily average for Nov 1–Dec 25, 2015 (Holiday season).

3. Facebook data for people ages 18+ in the US, daily average for Nov 1–Dec 25, 2015 (Holiday season 2015)

237mAverage posts, photos and videos published to Facebook in the US every day in December1

The Way We Connect During the Holidays is Changing

30%Increase in average daily content uploads in December relative to the rest of the year2

84% Of this content shared via mobile3

#GoDigitalWebinar

Why Social

Matters

Joining the

Social

Conversation

Turn

Conversation

into Action

AGENDA

FACEBOOK ADS, The Ultimate Gift to Your Business

PART 1: PART 2: PART 3:


Why Social

Matters

PART 1:

Source: US Mobile Total Monthly Minutes, comScore, September 2014

Facebook is the center of discovery

9#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business

People Shop on

Facebook During the

HolidaysTransactions initiated on Facebook

accelerate in Q4

33%Increase in

M-commerce in 2015

Holiday season

Average daily number of transactions initiated on Facebook

Source: Facebook data, US only, Jan 1, 2015 – Jan 30, 2016. Analysis of conversion pixel and App Events data for conversions of people ages 18+ on Facebook. The gaming vertical is excluded from this analysis.

Facebook data for people ages 18+ in the US, daily average for Nov 1–Dec 25, 2015 (Holiday season 2015)

MOBILE CONVERSIONS

DESKTOP CONVERSIONS


People said they purchased an item

from a local business last holiday

season based on an advertisement

they saw on Facebook.

Source: G/O Digital, “Holiday Purchasing Habits: A Digital Advantage for Local Businesses, Aug 17 2015

Facebook Inspirations Fuel In-store Holiday Shopping

1in3

People Use Social Media to Start Conversations with Businesses

before visiting


69%Use social media to interact with a business

48%Use social media to find a business’ address

47%Use social media to view photos of the business before visiting


A Brand’s Social Media Presence Impacts Consumer Decisions

• A strong social media presence can

lead to increased brand awareness

• Over half of consumers say a brand’s social media presence has an impact

on their decision-making process

Prefer to see Digital Ads for local

businesses during the holiday season

72%

Digital Ads Can Inspire Brand Awareness During the Holidays

• Digital ads present a major opportunity for retailers

• Brand recognition increases after seeing a Facebook Ad


Joining the Social

Conversation

PART 2:


The Social Shopper -

What You Need to Know

Who is the Social Shopper?


Social Shoppers

Love Shopping

LocalThey are more likely to favor local

brands on social media over

national brands, which means

local businesses should leverage

their edge.


69% Have interacted

with a local brand in the past year


Social Shoppers Like

Interacting with Local

Businesses

Over ¾ of shoppers note at least some importance for brands to communicate via social media

They value announcements about the business and holiday

They appreciate responses to customer complaints and inquiries

Source: “Average Time Spent per Day with Major Media by US Adults,” eMarketer Oct 2015

3 Hoursper day on mobile

Mobile is a constant companion

Social Shoppers

are Always Browsing


19

64%

61%

of omni-channel shoppers

anticipate doing more

research on their smartphones

expect to use their

smartphone more

in-store

Social Shoppers

Shop Mobile, Even

While in a Store


45%of the shopping

journey contains a

mobile action• Source: “Omni-channel Shoppers” by GfK, US only (Facebook-commissioned

online study and opt-in panel of 2,407 people ages 18+ who have researched online and bought 1 of 5 key categories in the last 3 months), conducted to

quantify key differences in shopping behavior across channels (tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16-18, 2015.

Turn Conversation

into Action

PART 3:



Combine Search

with Digital Ads

Combining

Search and

Digital Ads can

lead to a stronger

online presence Exposure to Digital

Ads prompts

consumers to

perform more

specific keyword

searches


1 Facebook data, US only, Oct 1 – Dec 31, 2015. Analysis of post content related to Black Friday and shopping topics from people age 18+ on Facebook. 2. Oct 1 – Jan 30 conversion data visible to Facebook via

Conversion Pixel and SDK

C Y B E R M O N D A Y

B L A C K F R I D A Y

MOBILE CONVERSIONS

DESKTOP CONVERSIONS (Adjusted)

136.9minteractions related to Black Friday topics in

the US1

Facebook is a Living

Billboard During the

HolidaysTransactions initiated

on Facebook

accelerate in Q4


Create a

Promotional Plan 45%of shoppers plan

to do most of their shopping before

Black Friday


Define Goals and

Set Expectations

Set realistic

goals

Identify your

intended

campaign

outcome and

actions

Pinpoint your target audience


Optimize Your

Paid Efforts to

Convert Customers

• Digital Ads need to be their very best in order to create revenue —especially on an expedited timeline

• What’s the best way to optimize your social ads? Relevancy

26


Facebook AdBest Practices


Facebook Ad Options

• Which Facebook ads are most relevant to your audience?

Focus Your Targeting


How?

• Generate demand among

existing customers

• Focus on people already

familiar with your brand to

increase holiday sales

• Drive transactions with dynamic ads

• Drive sales by retargeting

website and mobile app

visitors with relevant products

• Generate store visits and sales

• Target people near your store to drive foot traffic

29


Matched targets

People you know on Facebook

CRM data

Your dataDIRECT OR THROUGH THIRD-PARTY

Intent data

Facebook

Custom AudiencesHow it works


Lookalike AudiencesFind people who look like your customers and prospects

People you know Website visitors Mobile app users Fans of your Page


Custom Audiences from Intent DataYour website or mobile app Ads automatically served in News Feed

Drive back to your website or

mobile app to purchase

Exit and didn’t purchase


Targeting Local Audiences


Making Your Local

Business Stand Out

During the Holidays• Black Friday

• Small Business Saturday

• Cyber Monday

• Free Shipping Day

• Result: $$


Hyperlocal NationalCampaign

More Refined Audience

Result: $$

More Refined Reach

Set Parameters for Location

Larger Audience

Wider Reach for Ads

Multiple Locations

Result: $$$

vs


Set the Spending

for Your Campaign

• Make spend dependent

on your specific business

and its objectives

• Consider audience size

G/O Digital knows and

understands these personas

Ride the Post-

Holiday Momentum

Capitalize on continued appetite to

generate more demand


Generate Loyalty:

Cross-sell complementary products to holiday buyers and follow up

Drive continued demand and transactions:

Generate demand for new product arrivals, post holiday sales & New Year’s resolutions


Social Matters Appeal to the Social Shopper

Optimize

Your Holiday Take-Aways


Questions?