One of Performics’ large retail clients sought to promote sales using multiple Facebook ad opportunities. Through the Facebook Offers product in mobile, Performics drove a 4.4 times greater offer-claim-rate than in desktop. Mobile placements also saw a 48% decrease in cost-per-offer over desktop placements.

1. OFFERS
Performance Case Study
Large retail client looking to promote sale using
multiple Facebook ad opportunities – specifically
the Facebook Offers product in the Mobile space
APPROACH
• Promote sale using new Facebook offers product
• Segment Newsfeed (Desktop and Mobile) placements
from ‘All’ placement category
• Use Facebook Marketplace and Premium ads to
magnify brand presence on multiple placements in
the Facebook ad space
• Create Offer post on client Timeline to encourage
organic awareness to Fans and Non-Fans • 26% of Budget was allocated to Mobile Newsfeed, but the
placements accounted for 39.4% of total Offer Claims
GOALS
• Drive offer claims
• Magnify offer awareness
• Gain Facebook placement insights to apply to
upcoming Facebook initiatives
STRATEGY
• Test new Newsfeed Mobile and Desktop placements.
Use ‘All’ placement category to determine efficacy of
placement targeting breakouts • Mobile Newsfeed placements had an Offer Claim rate 24x
‘All’ Placement breakout and 3x Desktop Newsfeed
• Target Fans, Friends of Connections, and Non-Fans to
test engagement and offer claim rate across multiple
connections targets
• Aggressively optimize ads on placement, age, gender
and connection to maximize cost effectiveness
RESULTS
• Marketplace Page Post Offer ads drove 27% of total
Offers claimed (13,267)
• Mobile Newsfeed placements accounted for 39.4% of
total Offers claimed at a 4.4x greater Offer Claim Rate
• Fans were cheaper to reach per Offer Claim, but there was
than Desktop Newsfeed only a 2% lift in Offer Claim rate for Fans vs. Non-Fans
• Mobile Newsfeed placements saw a 48% decrease in
Cost per Offer over Desktop Newsfeed placements
• Additional 10,889 Page Engagements were recorded 45% of North America users “Like” a brand
resulting in a $0.91 avg. Cost per Engagement to receive discounts or special offers*
*Digital Coupons Rival Print Counterparts in Effectiveness, EMarketer, April 18 2012