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
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
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
AdDiego Summit 2017 | Presented by CPC Strategy & Google
The State Of Facebook Performance Marketing
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
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/
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
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
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Major 2017 Platform Updates
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/
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Major 2017 Platform Updates
Refined Facebook Analytics Tab● Gives advertisers a better
understanding of audiences, event drop-off, and funnels
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
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/
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
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
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Audit Your Funnel
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
Goal Campaigns
Customer Acquisition
Lookalikes Interest
Customer Retention
Product Ads Remarketing
How are people interacting with you?
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
● Campaign Types• Video Views• Brand Awareness• Reach & Frequency
● Targeting• Interest and behavioral• Lookalike
● Goals• Unique reach• Low CPM
Facebook Advertising Funnel - Awareness
Photo credit: https://www.facebook.com/business
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
● Campaign Types• Traffic• Lead Generation
● Targeting• Interest and behavioral• Lookalike
● Goals• Traffic / CPCs• CTR• Cost per lead
Facebook Advertising Funnel - Consideration
Photo credit: https://www.facebook.com/business
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
● 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
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
● 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
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Campaigns & Features to Drive People Campaigns & Features to Drive People
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
The Hopsy Journey
Photo credit: sf.hopsy.beer
The Hopsy Journey
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
The Hopsy Journey
Direct Mailer
(Yes, this is still a way to reach new customers)
Photo credit: sf.hopsy.beer
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
The Hopsy Journey
Facebook Newsfeed Ad
Photo credit: sf.hopsy.beer
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
The Hopsy Journey
Google Brand Search
Photo credit: sf.hopsy.beer
©Copyright AdDiego 2017 | Presented by CPC Strategy & GooglePhoto credit: https://phonebibi.com/products/sticky-gel-pad
The Sticky Gel Pad Journey
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The Sticky Gel Pad Journey
Facebook Mobile Video Ad
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
The Sticky Gel Pad Journey
Desktop Remarketing Ad
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
The Sticky Gel Pad Journey
YouTube Video Reviews
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
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
AdDiego Summit 2017 | Presented by CPC Strategy & Google
How Facebook & Google Compliment Each Other
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Facebook Spend Vs. Google Brand Impressions
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
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.
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