ask an expert: actionable facebook campaign strategies for black friday & beyond

ASK AN EXPERT:Actionable Facebook Campaign Strategies For

Black Friday & Cyber Monday

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Session Recording + Slides Will Be Sent Out

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Overview

Founded in 2007

Recognized as a Google Premier Partner

400+ Active Retail Clients

Top 50 fastest growing company in San Diego

DELIVERING LASTING RESULTS FOR OUR CLIENTS

Solutions

Retail-focused PPC & Shopping

Amazon Sales Acceleration

Facebook Performance Marketing

About CPC Strategy

Today’s Event Speaker

Sarah RogersManager, Performance Social

Let’s Jump into Your Questions

What are some ways for us to increase our reachfor Black Friday?

1. Use a variety of campaign objectives


➔ Utilize Lookalike audiences

➔ Ultimately, bigger lists = bigger opportunity for sales

2. Use a variety of audiences


2. Use a variety of audiences

➔ Utilize the audience insights tab to create different personas for your audience


3. Use a variety of messages

Should we A/B test audiences for Black Friday?

➔ No, avoid testing on Black Friday or any other major holiday

Source: https://www.optimizely.com/optimization-glossary/ab-testing/

Instead:

➔ Use your PROVEN best audiences and best messages

➔ Target audiences with the best ROI

What types of audience should we target for the best ROI for Q4?

Audiences we have seen a direct impact on ROI from:

1. Targeting & Excluding (web pages, email list segments, etc.)

1. Page Engagers

1. Targeting Video Viewers

1. Targeting Layering Prospecting Audiences


Specific Web Pages (Targeting & Excluding)

Targeting:

➔ Viewed products

➔ Cart abandoners

➔ Past Purchasers with high AOV

➔ Visitors by significant time on site (top 10% site visitors)

➔ Target all website visitors and segment:➢ 1-30 days (those not running Dynamic ads)➢ 90 to 180 days (to catch-all potential customers)


Targeting Email List Segments (Targeting & Excluding)

Can include:

➢ Email➢ Phone Number➢ Mobile Advertiser ID➢ First Name➢ Last Name➢ Zip / Postal Code➢ City➢ State / Province

Tip:

➔ If you set up a CRM list, update on a regular basis

➢ Country➢ Date of Birth➢ Year of Birth➢ Gender➢ Age➢ Facebook App User ID➢ Facebook User ID


Targeting Page Engagers

Targeting:

➔ Can target from 1-180 days

➔ Can’t get too granular (can’t target people who’ve engaged with a specific post, etc.)

Excluding:

➔ Recent purchasers


Targeting Layering Audiences

Tip:

➔ Make an “and” statement as opposed to an “or”

Targeting:

➔ Utilize Facebook’s Audience Insights tab to build personas

➔ Use interest and behavioral audiences for scale of messaging

I’ve been hearing a lot about Dynamic Ads. How can we use them for Black Friday & beyond?

Use Dynamic Ads to:

1. Remind site visitors of what they’ve viewed and added to cart

2. Cross-sell to past purchasers with similar items they’ve bought

3. Upsell opportunities to potential purchasers for higher AOV


Remind people what they’ve

already seen and added to

cart.

For example: Facebook will

retarget people with the exact

products they viewed or

added to cart. If they’ve

viewed less than 10 products,

Facebook will add in relevant

products.


Facebook now makes it

easy to cross-sell

products based on

purchase behavior.

For example: A protein

supplements company

can re-market a new

protein powder flavor to

past purchasers of

protein powder.


Through the upsell functionality, you

can increase average order value by

showing higher end products to site

visitors.

For example: A visitor views hats on an

apparel company’s website. Dynamic

ads can retarget the visitor with the

company’s hero products, which are

popular and have higher order value.

Questions for our Expert?

Sarah RogersManager, Performance Social