And into 2019 5 Ways to Maximize Delivery this Holiday Season - eLama
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5 Ways to Maximize Delivery this Holiday Season
and into 2019
In the US, the
8.4bn
average person spends
Global mobile
connections1
3-5hrsa day on their phone2
How do you reach them?
Source:s 1. GSMA Intelligence 2018, current year-end data
except interpolated subscribers and connections. 2. "State of
Mobile 2017”, Flurry; “2017 CrossPlatform Future in Focus”
Facebook ads let you reach people at enormous scale
1B 2.2B Over 1B 1.3B
people on Instagram people on Facebook people reached people use Messenger
each month each month through Audience every month
Network every month
Source: Facebook data, July 2018
Marketing Funnel Facebook Campaign Objectives
Reach
Brand Awareness
AWARENESS
Video Views
App Installs
Lead Generation
CO N S I D E R AT I O N Messenger Responses
CONVERSION Offer Claims
Conversions
Catalog Sales / Dynamic Ads
Mobile vs. Desktop conversions in EMEA
mobile desktop
2017 72% 27%
2016
53% 46%
Source: “Facebook Holiday Study” by Ipsos Marketing (Facebook-commissioned Global online study), Jan 2018. Data
I can shop on my phone during times
people use mobile
when I otherwise wouldn't be productive
UK 52%
Canada 50%
during their
spare moments
Australia 48%
USA 46%
Czech Republic 46%
Germany 45%
Denmark 40%
Poland 38%
Italy 35%
Spain 33%
Netherlands 29%
France 27%
Japan 26%
Sweden 23%
Source: “Facebook Holiday Study” by Ipsos Marketing (Facebook-commissioned Global online study), Jan 2018. Data
Clicks alone may not
fully capture the
impact of your ads
91
of the people who could
%
buy your product don’t
click on your ads
Source: Facebook Internal Data, Conversion Lift studies, Feb 2017. Based on 2,177 Facebook Lift studies with online sales-based objectives.
Measure real business value,
not clicks
Choose the objective you want achieved Objective
The marketing objective informs us of your ultimate business goal
W H AT ’ S YO U R
MARKETING OBJECTIVE?
Conversions c
Catalog sales
Store visits
App installs
Lead generation
9
What is the Facebook Pixel?
• A small piece of code that you add
to your website to access some of Facebook’s advanced
advertising features.
• Easy to implement, with highly customisable featuresPut Your Facebook Pixel to Work
Combine Facebook Pixel with Standard Events, Custom and Lookalike Audiences, optimized
bidding and direct response ads to increase conversions
Maximize the impact of your Facebook Pixel with
these
4 tips:
1. Add the Facebook Pixel and customize the code
with Standard Events / Custom Events
2. Create Custom and Lookalike Audiences to reach
people most likely to take your desired action
3. Drive conversion with direct response ads
4. Optimize bids for conversionsSome of the tools powered by Facebook Pixel
• Dynamic ads • Custom audiences
from your website
• Conversion • Value optimization
optimization
• Cross device • Conversion lift
conversions
tracking
12Diagnose Facebook Pixel
• Check the client’s website with Pixel Helper
Ø Start a purchase flow
Ø Choose product – Pixel event “View Content” firing correctly and properly placed
Ø Choose product – Pixel event “Add to Cart” firing correctly and properly placed
Ø Choose product – Pixel event “Purchase” firing correctly and properly placed
• Do diagnostics in Pixels section of Events ManagerTargeting powered by Pixel
Custom Lookalike
Audiences Audiences
• Website visitors People who are
• Existing clients similar to your
custom audienceCONSIDERATION AND CONVERSION
OBJECTIVES
Lead Generation
Website Conversions
Stories ads drive performance results Website Clicks
Mobile App
InstallsGive a makeover to conversion
rate with Stories Placement
9%
increase in purchases
8%
lower average cost
20%
return on ad spend
per purchase
An online retailer of women’s clothing, SHEIN has rapidly expanded to serve
customers around the globe. When SHEIN ran a split test campaign to discover
the impact of ads in Stories on conversions, they found that adding this ad
placement increased their return on ad spend by 20%.01
Inventory
02
Targeting
03
Bidding
04
Optimization
05
Creative
06Sales1 Inventory
Remove constraints to increase “supply” for delivery.Let your campaigns flow with fewer constraints
19using
placement
optimisation
to maximise reach
and conversions
7% increase
in reach
+ 3.45x increase
in conversions
Automatic Placements
Edit PlacementsEfficient outcomes
Cost per outcome
Instagram-only Avg. Cost
Per Outcome
Facebook-only Avg. Cost
Per Outcome
Placement Optimization Avg.
Cost Per Outcome
Time Elapsed
For illustration purposes only. Costs per outcome vary across Facebook, Instagram and the Facebook Audience Network.Campaign Budget Optimisation
Campaign
Campaign
Budget
Optimization
Ad Set Ad Set Ad SetAutomatic Placements & Campaign Budget
Optimization will benefit your campaigns
1 2 3
Lower costs More results Save time &
simplifyConsolidate into fewer ad sets
All campaigns
max. 3 -4 ad sets
per campaign
Conversion optimization Value optimization
50 conversions 100 conversions
per ad set per week over campaign lifetime2 Targeting
Maximize audience size, but balance with quality.Larger audiences allow our system to find the
best opportunities.
Expand existing Use Dynamic Ads Expand interests in
targeting for Broad conversion
Audiences (DABA) campaignsBROAD AUDIENCE
Convert shopping intent into purchases TARGETING
with dynamic ads for broad audiences (DABA)
Dynamically showcase the relevant …to people likely
inventory from your catalog… to purchaseAlign KPI to achieve the business objective
New Customers Incremental Lift Maximize ROAS
Exclude Purchasers CRM Exclude 10-day site Exclude 10 day
file or 180 day visitors or 30 day purchasers, or no
purchasers purchasers exclusions
*Try Value Optimization3 Bidding
Express the actual cost constraints and/or flexibility on costs.Bid higher than non-holiday seasons
SCALE CONTROL
LOWEST COST
LOWEST COST TARGET COST
WITH BID CAP
• Best strategy to get the most results • Best strategy to maintain a stable • Best strategy to control your cost
and scale, esp. for new campaigns average cost per result as your spend
increases • You need to understand approximate
• Cost can fluctuate as your spend or cost per event for your campaign
action competition increases • There may be less results or cost per
result may be higher than with
Lowest Cost4 Optimization
Meet minimum conversion requirements and optimize for your success metric.Conversion Optimization
Implement Facebook Pixel with following events:
50 conversions
per ad set per weekValue Optimization
Optimize campaigns to focus on purchase value
Designed to enable advertisers to optimize conversion, mobile app install
and catalog sales campaigns to help drive their bottom line results
Focus on ROAS 100 conversions
and purchase value over campaign lifetime5 Creative
Make content that is relevant for people to achieve the desired outcome.Drive performance with creative basics to stay
competitive
Business Instant Retain Brand
Objective Attention Interest Link
Think Sound Off… Frame For Highlight What
And On Mobile MattersStories Add text + graphics Add GIFs Use apps like in Stories in Stories Unfold + Videoshop
NEW
Customize your creative for each placement
Choose the exact image or video people see in your ads depending on where those ads appearNEW
How to customize your creatives for placement
1 2 3
1. Choose “Edit Placements” and select the
Edit Exclude Choose
placements where you want your ads shown
Placements Categories Images
2. Optionally, you may also exclude your ads from
Mature
appearing on certain websites or categories
Dating
3. You will choose your custom assets during
ad creation when uploading media
Tragedy & conflict
GamblingVideo Creation Kit • Enabling advertisers to turn their existing image and text assets into videos optimized for mobile with the help of easy-to- use video templates.
Democratizing Turn your existing image
video creation and text assets into videos
optimized for mobile — at
15 seconds or less in length
for mobile and framed at 1:1 for feed
and 9:16 for stories on
Facebook and Instagram.Promote a product Sell multiple Show product Drive product
(6 seconds)
products benefits discovery
(6 seconds) (15 seconds) (15 seconds)
Choose from multiple
templates — designed with
your business goals in mind.
These templates can be
found in Ads Manager
within the single video and
slideshow formats and in
the Video section within
the Publishing Tools on your
brand's Facebook page.
They'll give you the power
to create brand new mobile
videos that follow a unique,
performance optimized,
story.
4
3Describe a product
Promote a product or service Show product Highlight a message
(15 seconds)
(6 seconds)
benefits (15 seconds)
(15 seconds)
Holiday templates
We are introducing a set of
four holiday-specific
templates. Whether you
want to promote a product,
describe a product or
service, show product
benefits, or highlight a
message, our holiday
templates help you create
mobile-optimized videos -
all with a holiday twist.
4
46 Drive sales
Do remarketing and prospectingDrive sales with PROSPECTING and RETARGETING
Discover the power of dynamic ads
SCALE ALWAYS-ON CROSS-DEVICE DYNAMICALLY RELEVANT
Promote all of your Set up your campaigns once Reach people with ads on Show relevant ads with
inventory with unique to continually reach people any device they use, real-time pricing and
creative without having to with the right products at regardless of their original availability.
configure each individual ad. the right time. touchpoint.What does a dynamic ad look like?
Items displayed are
Offer Headline from pre-defined
Product Set
Optional: use of a fixed card
to introduce the promotion,
Use of overlay Add PricingDynamically match the right product to the right person at scale
to boost demand and sales
BROAD AUDIENCES
Expand your dynamic ads to reach
beyond your website or app visitors
to generate demand
R E TA R G E T I N G
Target people who have been to
your site or app to generate
salesNEW Showcase catalog products in more compelling ways Build customizable creative templates for dynamic ads
01
Inventory
02
Targeting
03
Bidding
04
Optimization
05
Creative
06SalesHappy Holidays!
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