Remarketing on Google + Facebook in Q4 - CPC...

AdDiego Summit 2017 | Presented by CPC Strategy & Google

Remarketing on Google + Facebook in Q4

Bridging the Digital Advertising Gap to Maximize Cross Channel Ad Spend

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Our Speakers Today

Sarah RogersManager, Performance Social

Stephen KernerSr. Manager of Retail Search


Today’s Agenda

1) The State Of Facebook Performance Marketing

2) Defining the Customer & Their Journey

1) Let’s Go on a Journey

1) How Facebook & Google Compliment Each Other


The State Of Facebook Performance Marketing


The State Of Facebook Performance Marketing

2+ billion active monthly users

66% monthly users return every day → up from 55% when Facebook hit 1 billion users

Average daily time spent on Facebook properties:

50 minutes

Total time spent during a normal lifetime:

2 years, 3 months

Source: https://s21.q4cdn.com/399680738/files/doc_presentations/FB-Q2'17-Earnings-Presentation.pdfSource: http://mediakix.com/2016/12/how-much-time-is-spent-on-social-media-lifetime/

https://s21.q4cdn.com/399680738/files/doc_presentations/FB-Q2'17-Earnings-Presentation.pdf


Major 2017 Platform Updates

Expanded Retail-Focused Ad Types

● Collection ads● Messenger ads● Instagram Stories● Expanded placements for In-

Stream, Instant Articles, and Audience Network

Photo credit: https://www.facebook.com/business



Dynamic Ad Game Changers● Dynamic Ad pricing overlays● Broad dynamic ad targeting for new customer acquisition● Optimizing towards conversions rather than link clicks

Photo credit: www.adweek.com/digital/facebook-just-bolstered-its-retail-focused-dynamic-ads- with-video-and-merchandising-overlays/

http://www.adweek.com/digital/facebook-just-bolstered-its-retail-focused-dynamic-ads-



Refined Facebook Analytics Tab● Gives advertisers a better

understanding of audiences, event drop-off, and funnels


Summary of Updates

Facebook wants your money and is putting significant emphasis on creating the tools and analytics to be competitive in the advertising market.

=Photo credit: http://eroi.com/ideas/definitive-guide-to-tracking-video-with-google-analytics-part-1-youtube/


Defining the Customer & Their Journey


The Basics - Who Are Your Customers?

● Who are you targeting? → Build Out Your Buyer Persona● Use Google Analytics, Facebook Analytics & Audience Insights to find:

• Gender• Avg. Age• Converting Device • In-segment Audience • Top Categories or Pages they like


Audit Your Funnel

Google

Goal Shopping Search Display Ads

Customer Acquisition

Brand vs. Non-Brand or

Top vs. Bottom

Brand vs. Non-Brand or

Top vs. Bottom

Display KWsPlacements,

Etc.

Customer Retention

RLSA RLSA Remarketing

Facebook

Goal Campaigns

Customer Acquisition

Lookalikes Interest

Customer Retention

Product Ads Remarketing

How are people interacting with you?


● Campaign Types• Video Views• Brand Awareness• Reach & Frequency

● Targeting• Interest and behavioral• Lookalike

● Goals• Unique reach• Low CPM

Facebook Advertising Funnel - Awareness



● Campaign Types• Traffic• Lead Generation

● Targeting• Interest and behavioral• Lookalike

● Goals• Traffic / CPCs• CTR• Cost per lead

Facebook Advertising Funnel - Consideration



● Campaign Types• Conversions• Dynamic Ads• Store Visits

● Targeting• Customer data• Web traffic

● Goals• Revenue / ROAS• CTR• In-store traffic

Facebook Advertising Funnel - Conversion

Photo credit: https://www.facebook.com/business/learn/facebook-create-ad-carousel-ads


● Campaign Types• Dynamic Ads: Upsell and cross-sell

● Targeting• Web traffic• Past purchasers

● Goals• Revenue / ROAS• Re-purchasing

Facebook Advertising Funnel - Lifetime Value

User purchased a comforter → Retarget with sheets and decorative pillows

User purchased 30 day protein powder pack → Retarget with repurchase message

Cart abandoners total cart value is below average threshold → Retarget with best sellers


Campaigns & Features to Drive People Campaigns & Features to Drive People


Let’s Go on a Journey


The Hopsy Journey

Photo credit: sf.hopsy.beer

The Hopsy Journey


The Hopsy Journey

Direct Mailer

(Yes, this is still a way to reach new customers)



The Hopsy Journey

Facebook Newsfeed Ad



The Hopsy Journey

Google Brand Search




Facebook Mobile Video Ad



Desktop Remarketing Ad



YouTube Video Reviews


Wrapping it Up - Attribution

Multiple touch points● There can be a number of different touch points between a introduction and

conversion. • Depending on the industry there can be an avg. 4-7 touch points or more.

Cross-device searching● Out of the *$72 Billion dollars spent on Digital Advertising in 2016. Roughly 50% was

spent on mobile advertising.

Source: *https://www.iab.com/wp-content/uploads/2016/04/IAB_Internet_Advertising_Revenue_Report_FY_2016.pdf


How Facebook & Google Compliment Each Other


Facebook Spend Vs. Google Brand Impressions


Specific Q4 Tactics to Marry Search and Social Efforts

1) Advertise same message / sale on Facebook and Google for a unified story.

1) Ensure keyword and bid coverage on Google based on potential queries from people who interacted with a Facebook campaign (best sellers, sales, etc.).

1) Utilize high-volume AdWords keywords to inform Facebook campaigns and creative.

1) Leverage Facebook Audience Insights & Analytics on Facebook to inform your paid search strategies.

1) Retarget non-purchasers from search campaigns with Facebook dynamic ads based on their viewing or add to cart patterns.

1) Cross-sell past search purchasers with relevant items through Facebook dynamic ad’s product sets.

Remarketing on Google + Facebook in Q4 - CPC...

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