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Copyright 2017 - Q4 Amazon Virtual Summit
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Facebook & Instagram Advertising Audience + Conversion Series
Day 1Strategies To Lower Facebook Ad Cost & Improve Conversions
Day 2Next-level Methods To Finding & Reaching Your Target Audience Across Facebook & Instagram
2-Day Series Details
Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G L A S T I N G
R E S U L T S F O R O U R C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
Solutions
● Session Recording + Slides will be sent out
● Handouts can be found on the right
● Submit questions to our panelist
Today’s Logistics
Sarah SanchezManager, Performance Social
Today’s Speaker
Today’s Agenda
● Best Practices For Ad Creative
● Importance of Incorporating Video
● Ad Types That Work Best With Target Audiences
● Custom & Lookalike Audiences
● Mastering Re-Marketing Strategy
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Introduction
Introduction
Ask Yourself: What are we trying to achieve?
● Business goals & objectives should play into your Facebook Strategy
● Back into a realistic goal using on-site conversion rate and AOV to discover target CPC
● Creative and conversion rates = success/failure of Facebook ads
On-site conv. rate Set Realistic Goal Target CPC
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Best Practices For Testing Ad Creative
Copyright 2017 - Q4 Amazon Virtual Summit
Best Practices For Testing Ad Creative
● Test, test, and test some more
● More creative and copy
variations equal better
opportunities for optimization
and stronger results
● Utilize a campaign, ad set, and
ad naming structure
Copyright 2017 - Q4 Amazon Virtual Summit
Best Practices For Testing Ad Creative
● Utilize the new Test & Learn options to find which campaigns are causing the most incremental
conversions
● Must have at least 100 conversions (Purchase, Add to Cart, View Content, etc.)
● Facebook recommends running tests for 4+ weeks
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Incorporate Video
Incorporating Video
● Excellent way to communicate your brand and values
to new audiences
● Retarget your video viewers
● Video website cards get lower CPCs than images for
prospecting audiences
● Something worth noting: 85% of Facebook users
watch videos with sound off
● Captioned video ads can increase watch time by 12%
● People are 5x more likely to watch a video ad on
mobile
Slideshow Creation
● No video, no problem
● Create slideshows with best
sellers
● Work on communicating your
brand without the sound on
Copyright 2017 - Q4 Amazon Virtual Summit
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Finding Ad Types That Work Best with Target Audience
Finding Ad Types That Work Best
Match your goal with the campaign objective and creative type:
Goal:Traffic for your site
● Traffic
● Video ads
● Boosted page posts
Goal:Sales for product/service
● Carousel ads
● Website cards
● DPAs
Comparison of Ad TypesCarousel Ad
Best for:
● First party audiences
● Prospecting audiences
Best for:
● First party audiences
Image Website Card Ad
Increase in ROI with
images without text
Video Website Card Ad
Best for: ● Prospecting audiences
Dynamic Product Ad
Best for: ● First party audiences
Comparison of Ad Types
Copyright 2017 - Q4 Amazon Virtual Summit
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STACK TEXT ROW 1STACK TEXT ROW 2Custom & Lookalike Audiences
Custom & Lookalike Audiences
Custom Audiences
● Can be more segmented
due to longer buyer funnel
● Can target: # of interactions,
whether they engaged with
a post, or frequent
purchasers
● Exclude audience overlap (if
it make sense)
Best custom audiences: Top 25% of Page Viewers, 1-
10 Day Cart Abandoners, Page Engagers
Custom & Lookalike Audiences
Lookalike Audiences
● Add a interest/behavioral layer to
target most profitable users
● Create different audiences for
different efforts
● Use dollar values for customers
● Best lookalike audiences: High
AOV, Repeat Purchasers, Email
List
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STACK TEXT ROW 1STACK TEXT ROW 2Mastering Re-Marketing Strategy
Mastering Re-Marketing Strategy
Best Practices:
1. Create remarketing funnel
2. Segment remarketing audiences
3. Exclude converters
4. Match offer with audience
5. Don’t worry about high ad frequency
6. Test different ad elements
a. Ad copy, unique value offer, CTA buttons,
bidding methods
Mastering Re-Marketing Strategy
CPC Strategy x Vuori
Today’s Recap
● Best Practices For Ad Creative
● Importance of Incorporating Video
● Ad Types That Work Best With Target Audiences
● Custom & Lookalike Audiences
● Mastering Re-Marketing Strategy
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Schedule Your Facebook Performance Marketing Evaluation
CPC Strategy’s Facebook Performance Marketing Evaluation is an in-depth 60-minute analysis
and assessment of your Facebook advertising strategy & unique business goals, whether that be:
brand awareness, acquisition, customer activation, or re-engagement.
What Now?
SCHEDULE MY EVALUATION
Sarah SanchezManager, Performance Social
Questions for Today’s Speaker?