Holiday Facebook Ads, the Ultimate Gift to Your Business

1#GoDigitalWebinar

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 and 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

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

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

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 CONVERSIONSDESKTOP 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

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

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:

Who Is the Social Shopper?

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 Shoppersare Always Browsing

• 39 percent favor Instagram

Social Shoppers are on the Hunt

for Deals and Promotions

36% Favor Facebook

38% Favor Twitter

39% Favor Instagram

of omni-channel shoppers

anticipate doing more

research on their

smartphones

expect to use theirsmartphone 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 CONVERSIONSDESKTOP 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

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

Facebook AdBest Practices

Facebook Ad Options

• Which Facebook ads are most relevant to your audience?

Focus Your Targeting

• 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

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 like your customers and prospects

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

and people who look like them

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

Drive back to your website ormobile app to purchase

Exit and didn’t purchase

Targeting Local Audiences

Saturday

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: $$$

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 years resolutions

Social Matters Appeal to the Social Shopper

Optimize

Your Holiday Take-Aways

Questions?

Holiday Facebook Ads, the Ultimate Gift to Your Business · 2018-08-05 · 5 #GoDigitalWebinar...

Documents

Transcript of Holiday Facebook Ads, the Ultimate Gift to Your Business · 2018-08-05 · 5 #GoDigitalWebinar...

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