THE FACEBOOK PERFORMANCE MARKETING …...products to your audience. A retail brand not currently...

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THE FACEBOOK PERFORMANCE MARKETING GUIDE FOR RETAIL BRANDS How Facebook Can Impact All Parts of the Ecommerce Conversion Funnel


Table of Contents

IntroductionThe Fundamentals of Facebook Ad Creation The Facebook Ecommerce Conversion Funnel How To Drive Re-Engagement How To Drive Activation How To Drive Acquisition How To Drive Brand Awareness Expert Takeaways

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IntroductionWe fully believe Facebook is poised to impact the online retail industry in a major way. Advertising on Facebook presents a unique opportunity because it’s a channel that can address every stage of the ecommerce conversion funnel—from brand awareness to generating revenue to creating loyal customer relationships.

The best practices around organic Facebook strategy have been well publicized, but organic can’t fully address a retailer's unique business goals.

They’ve continuously changed the way their feed algorithm works, and as a result, brands are getting less and less reach from organic efforts.

The rapid evolution of Facebook’s many advertising products has filled this void and now demands the attention of brands looking to engage shoppers at each stage of their buying cycle. However, Facebook is a complex channel that has a very steep learning curve.

Although many brands are eager to leverage Facebook’s advertising capabilities—they suffer from a lack of education and guidance on how to promote their brand effectively, optimize their creative, reach specific audiences, and allocate budget according to unique business objectives.

4The Facebook Performance Marketing Guide For Retail Brands |


Brand Awareness Customer Re-EngagementCustomer ActivationNew Customer Acquisition

It’s likely your competitors are already leveraging Facebook’s advertising tools to promote their products to your audience. A retail brand not currently vetting and investing in Facebook is effectively throwing away a massive opportunity to grow their audience and increase sales.

This why we developed a unique funnel approach to Facebook advertising to help businesses hone in on each stage of their business as it relates to Facebook.

The Facebook Ecommerce Conversion Funnel:

This guide dives into the basic terminology used when talking about Facebook ad strategy and explains how brands can leverage the channel to accomplish specific business objectives like acquiring new customers or increasing customer lifetime value.


The Fundamentals of Facebook Ad Creation



The Fundamentals of Facebook Ad CreationBefore we dive into the details of the Facebook Ecommerce Funnel—let’s review the overall campaign structure for every Facebook ad.

Each Facebook ad needs 3 components to effectively run including a campaign, an ad set and an ad. This is also known as the “Campaign Structure”.

* Keep In Mind—this guide is only specific to Facebook ad creation via Power Editor.

Each component of your campaign structure plays a different role in the overall success of your ad and together they ensure that your ad is operating the way you want it to and reaching the right audience.

Campaign

Objective

Ad Set

AudiencePlacementsBudget & Schedule

Ad

Page & Post



1. Campaign

The campaign is the first step in the Facebook ad creation process. This is also referred to as the “foundation of your ad”. This is where an advertiser will decided whether they want their ad to participate in the ad “Auction” or the “Reach & Frequency” (which we will explain in more detail below). This is also where you will select an advertising objective.

Checklist:

Choose an objective

2. Ad Set

An ad set informs the ad how to run. At the ad set level, advertisers will create an audience for their ad using Facebook’s targeting options. Audience segmentation can be defined by things like location, gender, age and more. This is also where you create a budget, set a schedule for your ad, and choose the ad placements. Keep in mind that a campaign can include multiple ad sets, each with different targeting, scheduling and budgeting options selected.

Checklist:

Build your Audience

Placement

Set your budget and schedule



3. Ad

The last phase of ad is the creative. This is what customers or audiences will see. At the ad level, advertisers choose the ads creative, which may include things like images, videos, text and a call-to-action button. Keep in mind that you can have multiple ads within a single ad set.

Checklist:

Upload an image, or multiple images or a video

Fill in the details of your ad such as the text and header



Facebook’s Campaign Objectives

Facebook campaign objects are essentially how you would like to promote your ad across Facebook’s platform. What is “Auction” vs. “Reach & Frequency”?

Auction

Rather than showing every ad to every user across the social platform, Facebook utilizes an ad auction that helps to create “value for both the intended audience and the advertisers”.

The Auction allows Facebook users the opportunity to see ads that they are most likely to find intriguing, relatable and useful. In turn, retailers can reach audiences that are likely to be engaged with their brand or product.

All ads are evaluated by Facebook and assigned a “total value” that competes in the auction based on bid, ad quality, relevancy and the overall likelihood that a person shown your ad will lead to the desired outcome (ex: increase page likes). The ad with the highest “total value” wins the auction.

https://www.facebook.com/business/learn/facebook-ads-auction



Reach & Frequency:

According to Facebook, “reach and frequency” buying enables advertisers to predictably buy unique reach on Facebook and Instagram, while giving them the tools to control frequency throughout their campaign. This buying option enables advertisers to predictably reach a specific number of people in their target audience and control message frequency for the Facebook ad campaigns, similar to the way they might buy traditional TV ads. Reach and frequency buying works across ad types and devices to ensure you’re reaching the right people at scale.

In simple terms, the reach and frequency setting is a campaign structure that can optimize an advertiser’s cost and delivery (if set up properly). Depending on your advertising objective, Facebook will optimize to meet the objective of that campaign.

Facebook Campaign Objectives Can Include:

PRO-TIP: Auction is the most common choice. Reach and Frequency doesn’t make a lot of sense generally speaking for retailers, but it can be good for brand awareness - especially if you want to reach as many people as possible.

• Boost your posts

• Promote your Page

• Reach people near your business

• Increase brand awareness

• Send people to your website

• Get installs of your app

• Raise attendance at your event

• Get video views

• Collect leads for your business

• Increase conversions on your website

• Increase engagement in your app

• Get people to claim your offer

• Promote a product catalog



Audience

Audience is how advertisers can define who will see the ad(s) based on Custom Audiences, locations, age, gender, languages, connections and detailed targeting (aka people who match to at least one of the following demographics, interests or behaviors). It’s up to retailers to decide what kind of audience they want to reach and they can choose from one of the above options or combine targeting to get more granular—depending on their targeting needs.



Placements

Placement is where your ads will appear within Facebook mobile and desktop:

Ads Can Appear On The:

PRO-TIP: Advertisers can select multiple placements if they want to be on Instagram and Mobile News Feed or they can have Facebook optimize for the best performing placement and the ad will show across all placements that the objective is able to show on.

• Desktop News Feed

• Mobile News Feed

• Desktop Right Column

• Audience Network

• Instagram

Facebook Desktop & Mobile Instagram Mobile



Budget & Schedule

This where advertisers can define how much they would like to spend, and when they would like the ads to appear.

Budget

Facebook paid advertising budgets can be determined by knowing how many people are in your target audience, how often would you like to reach them, and on average what is your click-through rate (CTR). Budget spend will vary from business to business based on advertising objectives.

Schedule

You can control both when your ads run and how Facebook should approach delivering them. Your ad will be eligible to start running after it’s approved by Facebook. This review process takes up to 24 hours, although we typically see ads pushed live within a half hour.



Format

Finally, this is where advertisers can build out ad creative. This can include linking to your Facebook page or Instagram account and selecting a published Page Post. Advertisers can also make adjustments to their ad creative by including photos, videos, call-to-actions, and preview what the ad will look like across placements.


The Facebook Ecommerce Conversion Funnel



The Facebook Ecommerce Conversion Funnel As we mentioned in the introduction, the Facebook Ecommerce Conversion Funnel is segmented by 4 business goals.

*Keep In Mind—Facebook advertising can impact any stage within the funnel at any time from brand awareness to re-engagement, but in our experience we’ve seen the most success by addressing the bottom of the funnel (re-engagement) and working our way to the top (brand awareness). This is because, generally speaking, if you can’t prove your ability to consistently convert shoppers on your site, you shouldn’t be investing in awareness-oriented ad types.

It points to a larger website issue if highly qualified people aren’t willing to convert. The message is “make sure you’re buttoning from the bottom up to make sure you’re capturing and converting the highest qualified people.”

Brand AwarenessUse Facebook audience prospecting

and engagement to get your brand

in front of new audiences.

AcquisitionNet new visits and orders by

engaging new leads & convincing

potential customers to sign up or

enter into your cookie pool.

ActivationTurn your browsers into buyers and

convert people who have shown

some interest in your brand but

haven’t purchased just yet.

Re-engagementIncrease repeat purchasers &

build customer loyalty through re-

engaging advertising efforts.



A common misconception among brands advertising on Facebook is that they think they should start at the Brand Awareness phase and work their way down Re-engagement or that they need to address every single stage of the funnel at the same time.

“The funnel is a great framework to solidify your social strategy. We feel strongly about starting at the bottom of the funnel (Re-engagement) and working our way up (Brand Awareness) because we want to create value and help businesses focus on a specific measurable return.”

- Sarah Rogers, Senior Social Strategist | CPC Strategy

“We recommend starting at the Re-engagement phase because it is important to understand your active customer audience and use this “first party data” to influence future campaign development.

Re-engagement is the lowest hanging fruit on social media. We target people who have already visited your site, or made a purchase. It’s essentially money out of your pocket if you are not leveraging re-engagement advertising tactics on Facebook and depending on the size of the budget and the brand, you can really build out your campaigns from there."

- Sarah Rogers, Senior Social Strategist | CPC Strategy


How To Drive Re-Engagement



How to Drive Re-Engagement

What’s the Goal When Re-engaging Existing Customers?

Re-engagement targets customers who have already made a purchase. These are people who have expressed an interest in your brand, engaged in your content and bought your product.

From an advertising perspective, it is extremely important to leverage this “first party data” to help influence your future marketing decisions.

In this stage of the funnel, brands want to promote brand loyalty and continue to capitalize on their current relationship with an existing customer. A great way to accomplish this is by utilizing cross-selling and upselling capabilities through Facebook Dynamic Ads.

Dynamic ads are a hugely impactful tool for online retailers that allows you to display tailored content to Facebook visitors depending on their behavior on your store, ensuring that the right products are shown to the right people. For example, if someone visited a product page on your store for a pair of sunglasses and then left your site without purchasing, you can ensure that they see an ad for that same pair of sunglasses the next time they visit Facebook.


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Dynamic ads allow businesses to take targeting to the next level of personalization by customizing ad content to each person’s product and precise point in the buyer journey.

The Facebook pixel continuously reports which specific product IDs are viewed, added to cart or purchased. This information is highly valuable to eCommerce stores. If someone added sunglasses to their cart and then abandoned cart, you may want to show them a dynamic ad with a great customer photo and a rave review.

If they did purchase the sunglasses, you can use dynamic ads to upsell and cross-sell by showing them, for example, a hat to go with their new sunglasses. Dynamic ads make retargeting via Facebook scalable. Once you create the dynamic ad template, Facebook is able to pull the relevant product ID, name, description, landing page URL, image URL and availability status, and fill the template with that information.

This makes the microcontent on your website such as product descriptions all the more important because it will be seen by a hyper-targeted and highly qualified audience.

Microcontent like website and email copy is an opportunity to let your brand personality shine and attract people to your brand community. Dynamic ads are a highly effective tool for any retailer, with retargeted customers being 70% more likely to convert.

http://www.trueship.com/blog/2015/06/11/current-retargeting-statistics-paint-prosperous-picture/#.V8gyl5N94Wo



Audience

Dynamic Ads can be used to re-engage existing customers and potential buyers but only if your Facebook pixel is installed correctly.

PRO-TIP: Retailers can layer audiences on top of website visitors, but they can’t directly target a CRM audience with a DPA campaign.

Advertisers use the Facebook pixel on their website (or app) to track when product IDs from their catalog are being viewed, added to cart or purchased. The pixel is also used to create Website Custom Audiences or track conversions.

Through the installation of the Facebook Pixel – formerly known as the Custom Audience pixel —advertisers are able to track the behaviors of customers as they navigate your site.

According to Facebook:

“As people browse your products on your website or app they will automatically be eligible to see dynamic ads. Each ad is specially formatted for your shoppers according to the products they browse with keywords, images, and more pulled directly from your product catalog.”

http://www.cpcstrategy.com/blog/2016/08/custom-audiences-on-facebook-overview/



Placements

Facebook Dynamic ads are now available across all 5 placements including mobile news feed, desktop news feeds, right hand rail, Instagram, and the Audience Network.

Budget & Schedule

According to our testing, when budgeting for Dynamic Ads, you want to push to the point of diminishing return.

PRO-TIP: Your investment in Dynamic Ads should be calculated based off of how much traffic is going to your website.

PRO-TIP: When a purchase is made on your site product ads are automatically turned off, across devices, so you’ll never retarget the same customer with a product they already purchased.

When it comes to scheduling, timeliness is extremely important. If someone visits your website on Friday, it is important that they are re-targeting the right product with the right messaging. They immediately become part of your audience and can be served the ad at any point when they return to Facebook.

Dynamic ads are linked in real-time to your business to ensure you only show products that are in stock and at the latest price.



Format

Facebook Dynamic Ads directly pull their images from the feed, so it’s important that your product catalog is loaded in correctly. You can update the copy if you want to, but the images (creative) is already dynamically populated.

Advertisers can choose to show all products or only a single product set. This format type also pulls in product names, prices, and more creative from your product catalog.

Below is an example of a Facebook Dynamic Ads displaying multiple products at once using the carousel ad format.


How To Drive Activation



How To Drive Activation

What Is Customer Activation?

Customer Activation is when we target people who have shown an interest in your brand by visiting your site or checking out your product but for some reason have not converted just yet.

Facebook offers several objectives to turn your browsers into buyers including:

Increase Conversions On Your WebsiteAdd a pixel to your website to track conversions such as checkouts, registrations, leads, key page views, or customers adding items to a cart. You can optimize your ad delivery and ad spend for conversions, by combining the pixel with the bidding option “Optimize for website conversions”.

Get People To Claim Your Offer Create ads with a coupon, discount or other special deals.

Promote A Product CatalogProduct ads offer businesses a number of ways to highlight different products on Facebook. Marketers can upload their product catalog and create campaigns targeting certain products to specific audiences, or let Facebook automatically deliver the most relevant products to people using Facebook Dynamic Ads (that we explained earlier).



Audience

What we know about this audience is that they are definitely interested in your brand. Because of this, we typically target audiences based on specific page site visits, or products. This target group can include cart abandoners, or your CRM audience, who have shown a high intent to purchase but have not converted.

Placements

Since these users are already engaged with your brand, you can assume they know about your brand, your products or your content already. As with many of the other stages - this is an opportunity to test and learn which placements work best for your specific audience, so you can better understand how to reach your customers.

Budget & Schedule Within the Activation stage, it’s likely you are targeting a much smaller audience than Acquisition or Brand Awareness, so budget should be paired down to not overwhelm the audience.

Creative refreshes are very important at this stage, so these can continue as evergreen campaigns. This audience should be constantly rotating as people buy from you and move out of this cycle.

Format

We’ve seen positive results from any ad format that’s clickable. This includes (but is not limited to) website cards and Dynamic Ads.


How To Drive Acquisition


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How to Drive Acquisition

What Is Acquisition?

Acquisition is when a business focuses on lead generation and driving people to their site. Businesses want to find out who might be interested in new product offerings, signing up for newsletters, or attending events.

Facebook offers several objectives to net new visitors and increase lead engagement including:

Send people to your websiteCreate ads that encourage people to visit your business website.

Raise attendance at your eventCreate ads that promote your events.

Collect leads for your businessCreate ads that collect info from people, including sign-ups for newsletters.



Audience

Targeting Lookalike Audiences tend to perform better, especially if you are trying to engage new leads. Whether you are trying to get new leads from people who look like your current audience, or get people to your site that look like your previous purchasers. It’s important to start building out the different buckets among your audience including who are your lookalikes, vs. general site visitors, or CRM audience.

Placements

If you are trying to gain leads, you only have two options for placements including the mobile newsfeed and the desktop feed. As always, mobile tends to have cheaper clicks (including leads).

Budget & Schedule

The audience shouldn’t be as big in this stage in comparison to say your Brand Awareness campaign. If it is, you might want to consider reevaluating who you are targeting.

However, it is still a large audience, and you can still spend a fairly large budget there, so be cautious of that.



Format

The format for this ad type is going to be specific to your goals. For example, if you’re trying to drive better traffic to your site, you might want to test out website cards vs. carousel ads. Static ads are also useful for bringing people to landing pages or apps.

As with any kind of Facebook Ad, content and viewer attention span are limited, so be deliberate with your word choice, the page you are linking to and the visual content you use. Make sure that your value messaging and call-to-action are immediately clear. When someone sees your static ad, they should know if you are directing them to an ebook landing page. There shouldn’t be any post-click surprises. Furthermore, the landing page or app that you are directing people to should be ready to handle a big influx of traffic. Defining your target audience well and perfecting your ad content and creative increases both the quantity and quality of traffic. If your page crashes with the uplift in page visitors, you will lose a lot of the positive impact from your ad.

Leveraging User-Generated Content

We as media consumers have grown so accustomed to seeing candid content while scrolling through social media. This makes branded content stick out like a sore thumb. There is a stark difference in tone between staged ads and the surrounding posts, which means that those ads are easily ignored. Including authentic customer reviews and photos in Facebook ads makes them blend in with the surrounding social content and increases visibility.



With user-generated content in your Facebook ads, you do not need to say how great your brand is because your happy customers say it for you. Consumers trust the word of past buyers over branded content because it is more reliable and more relatable. In addition to getting more eyes on your Facebook Ads, user-generated content also provides social proof that leads to more clicks and increases the value of each ad to your business. A Facebook case study shows that adding user-generated content to Facebook Ads increases click-through rate by 300%, and cuts both cost-per-click and cost-per-acquisition costs by 50%. As the biggest social platform, Facebook is the perfect place to amplify the impact of social proof. Leverage UGC in Facebook Ads to allow customers to identify with and influence each other.


How To Brand Awareness



How To Drive Brand Awareness

What Is Brand Awareness?

Brand Awareness is at the very top of the Facebook Ecommerce Conversion Funnel.

Sometimes retailers focus so much on ROI, where every dollar and every click must drive to a conversion, that they forget to set their sights beyond the return and look at the overall holistic, long term growth opportunity for their brand. Brand Awareness is the increase in the interaction with a brand as a result of an advertising campaign, and is primarily used to identify a positive shift in customer awareness and perception. Retailers use brand awareness strategies to grow their presence in the market.

There is a lot of value in growing a business and Facebook can target based on gender, behavior, interests, competitors, etc.

Estimated Ad Recall Lift (People)

Reach of your campaign

Relative attention of

your campaign

Historical ad recall lift based on

reach and attention (over 300

Globe Brand studies)



Awareness Campaign Objectives

Boost Your PostsBoosted posts appear higher in News Feed and on Instagram, so there’s a better chance your audience will see them.You can boost most posts you create on your Page, including status updates, photos, videos and offers. Posts you boost will appear higher in News Feed to help more people see them and may also appear on Instagram. Keep in mind that boosted posts must follow Facebook’s Advertising Policies.

Promote Your PagePromoting your Page is a way to create ads that will show in the News Feed, on the right side of Facebook and on Instagram. When you create a promoted Page ad, you can target your ad to people based on their location, interests, age and gender.

Reach People Near Your BusinessThis is also known as the “Local Awareness Ad”. With local awareness ads, businesses can quickly and easily find new customers by showing ads to groups of people who are near that business’s neighborhood. Local awareness ads are built to be more cost-effective than traditional advertising channels like newspaper while offering more precise targeting and greater reach. We think they’re the best way for local businesses to reach people near them, and the best way for people who use Facebook to discover more useful things in their area.

Increase Brand AwarenessBrand Awareness uses a combination of real-time proxy metrics, including both the reach and relative attention the users give to the campaign, to maximize ad recall lift.



Audience

Typically when you think about awareness—you are trying to reach a new audience, not necessarily re-engage with people who have already visited your site.

In our experience to meet this objective, we target typically “interest and behavioral audiences” or “lookalike audiences”.

The Lookalike audience targeting option will serve your ad to Facebook users who “look” like your chosen custom audience but may not know about your brand yet. They are potentially valuable, and it’s not a guarantee that they will opt into your brand Facebook page or purchase a product - but it does help to cast a wider net and get your name and content out to the people most likely to be engaged.

What’s unique about lookalike audiences is that Facebook will reference several different kinds of user sets, to find patterns and characteristics in your current users, leads, or customers —such as age, gender, or interests – and determine what similarities they possess when compared to other users that have not interacted with your business in the past.

Essentially, it helps you to prospect your future customers based on your current audience data.

To learn more about Lookalike & Custom Audiences, check out our recent blog post.

http://www.cpcstrategy.com/blog/2016/08/custom-audiences-on-facebook-overview/



Placements

When it comes to placements for Brand Awareness—advertisers will need to test to figure out what works best for their specific audience. That being said, we typically recommend retailers leverage mobile rather than desktop placements because it is known to have cheaper results in general.

Budget & Schedule

Because you are typically targeting a larger audience in an awareness campaign—this can eat up your budget pretty quickly if you are not careful. We recommend having a pre-assigned plan on how your are going to structure your efforts because this is the one objective you can definitely overspend on.

Format

In our experience, if you are trying to get in front of as many people as possible—a Facebook Video Ad campaign might be the way to go because it gets a lower CPM and a wider range of impressions.

Facebook values video and knows their audience does too. Shoppers who view video are 1.81 times more likely to purchase than non-viewers and more than half of the marketing professionals worldwide name video as the type of content with the best ROI.

http://www.cpcstrategy.com/blog/2016/08/facebook-video-ads/


http://www.invodo.com/resources/statistics/



Because advertisers cite a 40 percent increase in purchases as a result of video—specifically in the categories of apparel, home goods, and electronics – retailers & brands should be investing in their Facebook video efforts more now than ever before.

To learn more about Facebook video ads, check out our recent blog post.

If your objective is to get people to engage with your post (for example via a contest) then you may want to use a gallery style post, displaying multiple images with click-through options to vote.

Of course, there are many options when it comes to building out a brand awareness campaign, but it all goes back to the very beginning - what are you trying to accomplish as a business? You have to ask yourself - what do I want this ad to do, what’s the objective and what is the goal?

Having measurable KPIs with brand awareness can be difficult in comparison to a campaign targeting bottom of the funnel repeat converters, but it is still a very important part of your overall brand growth.



Expert Takeaways



Expert Takeaways

Q. In your opinion, why does Facebook matter for retail brands?

“Facebook matters for retail brands for LOTS of reasons but to narrow it down a bit. Facebook has 1.3 billion active daily users which creates huge potential for brands looking to expand their reach and access new customers, even those with smaller budgets. More traditional means of advertising (print, TV, direct mail) require big budgets and aren’t practical for most retailers. With Facebook, you’re able to get in front of your consumer at a much more economic cost.”

Q. What common characteristics do you see among successful FB advertisers?

“I think the willingness of a brand to test is consistent among successful Facebook advertisers. As retailers (and advertisers) we can get stuck in thinking our customer shops or engages with our brand in a certain way. By testing, brands are able to find success on Facebook by confirming or disproving these customer behavior theories. Whether it’s tailoring product to a specific audience or targeting different interests, there are countless tests retailers can run to hone in on their most valuable customers.”

Casey Edwards Social Marketing Manager

CPC Strategy



Q. What are 3 actionable tips every retailer should leverage for FB paid marketing?

1. If your budget is on the smaller end, focus on DPA ads to start. These will always have stronger ROAS than a prospecting campaign. 2. Know what your goals are before launch as this should determine your objective. Optimizing for brand awareness will yield different results than conversions and it’s important to have a solid understanding of this prior to launching your campaign. 3. Make sure copy isn’t excessive and is tailored to your audience. Being able to target specific audiences is one of the benefits to advertising on Facebook—talk to them!


“Facebook matters or should matter to brands because it is a great way to reach new customers. People are engaged on Facebook so if Brands can find an effective way to engage with their target audience, Facebook could be a powerful channel for them.”

Casey Edwards Social Marketing Manager

CPC Strategy

Stephen Kerner Manager of Retail Search

CPC Strategy




“They know who their target customer is to a tee and they have a well define brand and niche that they are filling. They are also constantly testing the best ways to get their target audience to engage with them online.”


1. Create a process around testing - you will need a way to measure tests and then improve them. 2. Understand who is actually buying your products. Do a buyer persona exercise and go through Google Analytics and Facebook Insights to help with this process. 3. Have a content/promotion calendar that is around seasonality and inventory purchasing. This will allow practitioners to be proactive and be able to focus on the data of the campaigns instead of constantly playing catch up or putting out fires.

Stephen Kerner Manager of Retail Search

CPC Strategy




“Retail brands need to be where people are and over 1 billion people are on Facebook. It’s the best platform for brands to reach their customers directly due to Facebook’s robust targeting options.”


“Facebook is a pay-to-play advertising platform and advertisers have to be willing to put money in it to be successful. There’s not a one size fits all model for Facebook advertisers. Brands have to put money into testing different audiences, placements and creative types to see what works best for them. Successful Facebook advertisers put time and money into testing to get the most out of Facebook.”


Focus on retargeting people who have visited your website and already expressed interest in your brand. Expand your reach by utilizing Facebook lookalike audiences to reach people who are similar to your current customers.

Produce video content. Facebook is moving closer to an “all video” platform and retailers need to be putting out quality video content so they don’t get left behind.

Ryan Bates Digital Production Coordinator

CPC Strategy




“Pointing back to the funnel, it matters because it’s the only channel that reaches every single stage—from gaining news leads to driving revenue. No other channel does that—not search, not SEO, not display, not affiliates. Social is really what you make of it and what your business is missing. It’s not just Facebook, social in general can reach all those different points as well —Facebook being the strongest candidate for those.”


“What makes Facebook advertisers successful is the timeliness of the message. And this comes from understanding who your customers are (or people who could be your customers), reaching them with the right message at the right time.”

“That’s really hard to nail down but an advertiser that is able to do that - will likely be very successful. That doesn’t have to be just Dynamic Ads—that can be for anything. For example: If you have a new fall collection launching - and you know when yours customers are most likely to be receptive to that message and on what platform as well.”

Sarah Rogers Senior Social Strategist

CPC Strategy




Use video—That’s where Facebook and Instagram are pushing people. You will get a lot of bang for your buck and Facebook rewards advertisers for utilizing video.

Spend time and resources understanding your audience (as a whole) as well as just your audience on social. Once you are able to figure out how those people think and work (ex: via testing, audience segmentation) - that’s what’s going to make you a successful retailer.

Make sure that you have Dynamic Ads running. That’s the lowest hanging fruit and if you are not live on that - you are missing out on a lot of opportunity on revenue, branding potential, and the timeliness of reaching your audiences.

What is important to remember is Facebook advertising is not a one size fits all. Each business goal has different set of KPI’s to measure effectiveness and every business places different value on each these buckets and KPIs. Where many businesses struggle with their Facebook efforts is understanding how to allocate budget to create mix of strategies that take full advantage of the opportunities available with Facebook advertising.

Sarah Rogers Senior Social Strategist

CPC Strategy

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THE FACEBOOK PERFORMANCE MARKETING …...products to your audience. A retail brand not currently...

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