Maximizing Facebook Dynamic Ad Conversions & Improving ROI

LIVE WEBCAST
Maximizing Facebook Dynamic Ad
Conversions & Improving ROI

Event Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent 4/19/2017
• More Resources In the Handouts Section to the Right
• Poll Questions Throughout Presentation
Event Coordinator
Nick Cotter
Marketing Operations Coordinator

Overview
Founded in 2007
Recognized as a Google Premier Partner
400+ Active Retail Clients
Top 50 fastest growing company in San Diego
DELIVERING LASTING RESULTS FOR OUR CLIENTS
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
About CPC Strategy

AddShoppers
The leading On-site Marketing
Platform (OMP) for Commerce.
We believe on-site marketing
should be as agile + powerful as
email marketing. 1,000+ brands
worldwide agree with us.
Get the 2016 eCommerce
Benchmark Report:
addshoppers.com/2016
Marketing on their sites doesn’t take a village:

Today’s Event Speakers
Sarah Rogers
Manager, Performance Social
CPC Strategy
Peter Messmer
Director of Growth
AddShoppers

Course Overview
✓ Understanding Facebook’s Full-Funnel Approach
✓ Cross Selling & Upselling Opportunities with Dynamic Ads
✓ How CPC Strategy Improved Home-Decor Brand’s ROI by
249.97%
✓ Strategic Mobile Development with Social Data
✓ Live Q&A with Facebook Experts
www.CPCStrategy.com | 619.677.2453 | contact@cpcstrategy.com

Section #1
Full Funnel Approach to
Facebook

Full Funnel Approach to Facebook
Interest + Behaviors
Goal
Lookalikes
CRM
WCA

Goal
Lookalikes
CRM
WCA
Goals
Attract new visitors to your website and
build an audience in the cheapest possible
way.
Ingredients
Introductory brand message (why buy
from you instead of your competitor?).
Eye-catching images.
Metric to monitor
Cost per Website Click

Goal
Targeting the Right Audience
Very broad (1 to 10M users).
Target based off of users’ interests and
third-party behavioral audiences.
Placement
Anywhere! Mobile and Desktop, Newsfeed
and Right Column
Bidding
Link Clicks or Conversions
Lookalikes
CRM
WCA

Goal
Goals
Attract new website visitors who exhibit similar
online behaviors as your most profitable
audiences.
Ingredients
Introductory brand message (why buy from
you instead of your competitor?). Eye-catching
images.
Metric to monitor
Cost per Website Click
Lookalikes
CRM
WCA

Goal
Lookalikes of your top performing first-party
audiences (Past Purchasers, VIP customers).
Placement
Anywhere! Mobile and Desktop, Newsfeed and
Right Column.
Bidding
Lookalikes
CRM
WCA

Goal
Goals
Convert your email list into engaged buyers.
Reinvigorate unengaged email subscribers to
purchase.
Ingredients
Specific messages for each email list segment.
Syncing with email calendar schedule.
Metric to monitor
Cost per Purchase & ROI
Use Conversion Pixels to send revenue data to
Facebook
Lookalikes
CRM
WCA

Goal
VIP customers, non-purchasers, unsubscribers.
Key segments for your business.
Placement
Where your customers are clicking and/or
purchasing.
Bidding
Conversions
Lookalikes
CRM
WCA

Goal
Lookalikes
CRM
WCA
Goals
Convert your site visitors into first time or repeat
purchasers.
Ingredients
Targeted messages to visitors’ paths in the
purchase funnel (cart abandoners vs. home page
visitors).
Metric to monitor
Cost per Purchase & ROI
Use Conversion Pixels to send revenue data to
Facebook

Goal
Lookalikes
CRM
WCA
Segment audience by recency, frequency, and
web page.
Placement
Where your customers are clicking and/or
purchasing.
Bidding

Section #2
Cross Selling &
Upselling Opportunities
with Dynamic Ads

Facebook Dynamic Ads: Cross-Sell Functionality
Facebook now makes it easy to
cross-sell products based on
purchase behavior.
For example: A protein
supplements company can
re-market a new protein powder
flavor to past purchasers of
protein powder.

Facebook Dynamic Ads: Upsell Functionality
Through the upsell
functionality, you can
increase average order value
by showing higher end
products to site visitors.
For example: A site visitor
views hats and socks on an
apparel company’s website.
Dynamic ads can retarget
the visitor with the
company’s hero products,
which are popular and
higher order value.

Section #3
How CPC Strategy
Improved Home-Decor
Brand’s ROI by
573.85%

Designer Living Case Study
Founded in 2009, Designer Living sells an array of brand-name home furnishings and décor items
including comforters, sheets, and furniture. Like many e-commerce businesses in 2016, the home decor
retailer saw a significant opportunity in making Facebook a larger part of their paid marketing strategy.

Goal 1: Increase Facebook Advertising Conversions & Sales
✓ Set specific objectives and designed conversion-focused ads – geared towards generating sales
✓ The introduction of Dynamic Product Ads helped to close the loop, create more conversions, and
turn Facebook into an impactful ecommerce channel for Designer Living
✓ When we introduced Designer Living to Facebook Carousel ads in April, which allow advertisers to
showcase multiple images and links in one ad, we also saw a 114.11% jump in revenue (from April
2016 – June 2016)

Goal 2: Drive Facebook & Instagram Engagement
✓ Created prospecting-focused ads – ads designed to reach new audiences and expand Designer
Living’s market penetration
✓ Optimized Designer Living’s static ads by targeting the audiences they wanted to reach and creating
specific retargeting ads for Instagram
✓ Implemented different campaigns, creative and retargeting for Instagram and saw a 19%
improvement in conversions on Instagram during the month of June

Section #4
Strategic Mobile
Development with Social
Data

2017 Desktop vs Mobile Usage
44.21%
Site traffic from desktop
55.29%
Site traffic from mobile
Source: Stone Temple Consulting Corporation, “Mobile vs Desktop Usage: Mobile Grows But Desktop Still a Big Player.”

Using data to figure out your mobile conversion strategy
12+ touch points vs.
Only 1-3 touch points on desktop

Comparing low-session values to the average

Highlighting the higher performing sources

Harness the power of micro-moments to drive conversions
“ Your mobile strategy should be built
around generating a micro moment
and capturing secondary conversions.”
Tweet This

What’s a Micro Moment?
✓ Happens Real-time
✓ Consistent with Brand
✓ Useful for Customer
Discover Brand Conversion

New UX to maximize the power of micro-moments

Personalized messaging for continuity

Social Login for data capture

Drive growth with Social Sharing

MiiR
Mobile email entry offer
performs 229% better
than their average mobile
conversion.

For MiiR, Facebook drives...
99%of clicked sources
84%of Social Logins
69%of social revenue

All Things BBQ
Facebook accounts for
93% of their social
revenue.

Nine Line Apparel

Questions for the Experts?
Submit your questions in the chat box on the right
cpcstrategy.com/facebook-advertising-management
Schedule A Free 60 min. Audit

Maximizing Facebook Dynamic Ad Conversions & Improving ROI

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Maximizing Facebook Dynamic Ad Conversions & Improving ROI