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Best practices in using Facebook ads to drive sales
James ChongSr. Manager of Social Customer Engagement, TOMS
Twitter: @jameschong
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Contents
• Set a sales focused Facebook plan• Develop the right content and targeting approach• Integrate with other channels• Measure results and optimize
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Organic reach is dead – paid social is table stakes
Brands are increasingly spending on paid social in the battle for attention –global paid social spend has doubled over the past 2 years, from $16B in 2014 to $31B in 2016
1.3% organic reach
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ROI on paid Facebook is both feasible and measureable
TOMS paid social revenue has had double digit Y/Y growth in 2016 and 2015 on less spend and flat traffic due to optimizations in creative, targeting, testing, monitoring, and measuring.
2015 2017
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Set a sales focused Facebook plan
• Establish the objective and set expectations
• Allocate budget
• Launch, test, monitor, and learn
• Set baseline and benchmarks
• Rinse and repeat
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Develop the right content and targeting approach
Content• Ad creative 1• Ad creative 2• Ad creative 3• Ad creative 4• Ad creative 5• Ad creative 6
Audience Sets• Customers• Website visitors• Fans• Prospects• Lookalikes• Interest targets• Purchase behavior• Competitors
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Content and targeting best practices
• Optimize creative for mobile
• Tag for tracking and measurement
• Strong call-to-action
• Link directly to the product
• Refresh creative and audiences every 1-2 weeks
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Sell to new audiences with interest targeting
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Utilize listening to tailor content and target audiences
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Utilize video to draw attention and drive conversion
Carousel ad unit Collection ad unit
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Brief video best practices
• Capture audience within the first 5 seconds
• Include sub-titles for those who view with sound off
• Overlay text helps grab people’s attention
• Thumbnail should be a scroll stopper
• Boomerangs and GIFs make everything more fun and are fast, simple way to create engaging video
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Conduct a sequential campaign
Structure the ad sequence like a good conversation
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Integrate with other channels
WebsiteRetargeting Site behavior
EmailCustom audiences Creative and timing alignment
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Integrate with other channels
DisplayCreative alignment
SearchSearch behavior
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Measure results and optimize
Track performance and make real-time optimizations
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Takeaways• Plan content and targeting strategy and schedule• Assess baselines and set realistic benchmarks• Test and more tests• Leverage video and integrate with other channels• Demonstrate value and continue to learn and iterate
Key resources• Social Media Managers Facebook Group• Online publications: L2, Recode, Mashable, TechCrunch
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Thank you!
James ChongSr. Manager of Social Customer Engagement, TOMS Twitter: @jameschong