Date post: | 16-Jan-2017 |
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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
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
$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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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:
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Joining the Social
Conversation
PART 2:
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
The Social Shopper -
What You Need to Know
Who is the Social Shopper?
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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.
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
69% Have interacted
with a local brand in the past year
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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:
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Create a
Promotional Plan 45%of shoppers plan
to do most of their shopping before
Black Friday
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Define Goals and
Set Expectations
Set realistic
goals
Identify your
intended
campaign
outcome and
actions
Pinpoint your target audience
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Facebook AdBest Practices
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Facebook Ad Options
• Which Facebook ads are most relevant to your audience?
Focus Your Targeting
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Matched targets
People you know on Facebook
CRM data
Your dataDIRECT OR THROUGH THIRD-PARTY
Intent data
Custom AudiencesHow it works
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Lookalike AudiencesFind people who look like your customers and prospects
People you know Website visitors Mobile app users Fans of your Page
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Targeting Local Audiences
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Making Your Local
Business Stand Out
During the Holidays• Black Friday
• Small Business Saturday
• Cyber Monday
• Free Shipping Day
• Result: $$
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Hyperlocal NationalCampaign
More Refined Audience
Result: $$
More Refined Reach
Set Parameters for Location
Larger Audience
Wider Reach for Ads
Multiple Locations
Result: $$$
vs
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
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
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Social Matters Appeal to the Social Shopper
Optimize
Your Holiday Take-Aways
#GoDigitalWebinar FACEBOOK ADS, The Ultimate Gift to Your Business
Questions?