facebook ads - a retail case study

Smart Location + Persona Targeting Drives In-Store Retail Sales

Facebook Advertising @ Scale

Retail Case Study – Mobile Only

2

Consumer Buying Cycle – Social Ad

Opportunity

Identify, engage and activate consumers during

their digital journey – before they head out to shop

3

Media Trends – Facebook DominatesFacebook Mass-Appeal with Micro-Targeting 6% of all Digital Time; 21 minutes per day

Marketing Objectives

• Brand awareness

• Lead Gen + New Customer Acquisition

Media Trends – Facebook in a Mobile World

Facebook- 18%

5

Case Study – Facebook (Mobile Only)

Per Location Campaign

Impressions 16,557 6,291,503

Reach 9,080 3,450,298

Frequency 1.8 1.8

Ad Engagement 197 74,801

Investment $260 $98,970

FB Engagement 74 27,930

Website Clicks 123 46,871

Website Conversion 76 29,030

CTR

CPC

CPM

CPWC

CPConv

Click to Convert from Ad

Click to Convert from LP 62%

1.19%

$1.32

$15.73

$2.11

$3.41

39%

Phone Offer

Objective: Drive Traffic into 380 stores

BOGOF offer (good 1-day while

supplies last)

Audience targeting – Store location

mileage radius, mobile only, Android

device only, demographic)

380 discrete store campaigns

Generated response 3X greater than

Facebook’s average

6-out-of-10 texted/printed offer for in-

store redemption

29,000 landing page conversions

Cost-per-offer $3.41

Independent Telecom Retailer

6

By Store Impressions Reach Frequency Clicks Investment

Post

Engagement

Website

Clicks

Website

Conversio CPC CPM

CP

Conv

Click to

Convert

Grand Total 6,291,503 3,450,298 1.82 74,801 98,970.17$ 51,772 46,871 29,030 $1.32 $15.73 $3.41 62%

1.19% 63% 62%

Average Store 16,557 9,080 1.82 197 260.45$ 136 123 76 $1.32 $15.73 $3.41 62%

Alexandria, VA 33,687 22,402 1.50 307 306.67$ 235 210 122 $1.00 $9.10 $2.51 58%

Ambler, PA 19,582 11,880 1.65 203 306.67$ 143 135 85 $1.51 $15.66 $3.61 63%

Barrington, IL 8,744 5,836 1.50 87 219.63$ 55 50 27 $2.52 $25.12 $8.13 54%

Barrington, RI 18,890 12,409 1.52 194 306.67$ 126 118 66 $1.58 $16.23 $4.65 56%

Baxter, MN 3,563 2,189 1.63 48 93.32$ 30 23 17 $1.94 $26.19 $5.49 74%

Beaver Dam, WI 13,356 5,950 2.25 208 232.59$ 128 119 85 $1.12 $17.41 $2.74 71%

Beaver Falls, PA 12,664 6,717 1.89 242 306.67$ 132 118 82 $1.27 $24.22 $3.74 69%

Branford, CT 23,728 12,314 1.93 278 306.67$ 169 147 82 $1.10 $12.92 $3.74 56%

Brattleboro, VT 6,115 3,356 1.82 68 164.15$ 52 49 37 $2.41 $26.84 $4.44 76%

Brewster, NY 2,583 1,937 1.33 44 70.45$ 35 29 16 $1.60 $27.28 $4.40 55%

Brick, NJ 24,407 15,741 1.55 242 306.67$ 184 169 118 $1.27 $12.56 $2.60 70%

Bridgeport, CT 30,288 18,506 1.64 377 306.67$ 265 232 131 $0.81 $10.13 $2.34 56%

Transparency at Store/Coop/DMA/State Level

Understand performance implications by market

Provide feedback to field marketing + store management

Insights to optimize program based on past performance

Independent Telecom Retailer (continued)


Ads can feature discreet store address and offer/messaging as needed

Retailer name here

Ad Placement: Mobile News Feed



Retailer name + city here

Retailer name here Retailer name here

Retailer name + city here Retailer name + city here

Retailer landing page here Retailer landing page hereRetailer landing page here

Retailer store address here Retailer store address here Retailer store address here

8

Identify performance trends that impact future market considerations

Example below - engagement 2x+ greater at 45+ yr. age than under 44 yr. age

Engagement for 18 to 44 was .68% (still ahead of FB averages)

Engagement for 45+ was 1.69%

Future strategy - target 45+ with different message than 44 under to appeal to audience and maximize

performance of ad buy

Note: CTR for all age brackets above normal Facebook averages

By Gender Impressions Clicks

Post

Engagement

Website

Clicks CTR CPC

female 1,954,857 18,148 12,240 10,276 57% 0.93% $1.52

male 1,705,556 14,781 10,063 8,765 59% 0.87% $1.42

unknown 23,405 215 132 123 57% 0.92% $1.16

Grand Total 3,683,818 33,144 22,435 19,164 58% 0.90% $1.47

By Age

18-24 1,086,148 6,363 3,951 3,339 52% 0.59% $1.40

25-34 1,080,293 6,962 4,697 4,019 58% 0.64% $1.53

35-44 706,045 6,097 4,273 3,583 59% 0.86% $1.51

45-54 436,982 5,711 4,113 3,528 62% 1.31% $1.54

55-64 237,864 4,709 3,260 2,819 60% 1.98% $1.46

65+ 136,476 3,302 2,141 1,876 57% 2.42% $1.34

Total 3,683,808 33,144 22,435 19,164 58% 0.90% $1.47

18 to 44 2,872,486 78% 19,422 59% 12,921 10,941 57% 0.68%

45+ 811,322 22% 13,722 41% 9,514 8,223 43% 1.69% 150%

Fit-Bit Offer



9

G/O Digital Can Help Retailers #Winlocal

Gannett Co. owned (USA Today, TV, Cars.com, CareerBuilder.com)

Helping brands with physical store channels #Winlocal

Developing smart targeting strategy and deploying advertising executions that engage

consumers in personal, meaningful ways

500+ professional digital advertising practitioners

Google Premier SMB Partner (1 of 21), Facebook Preferred Marketing Developer (1 of 11)

(Only agency with both badges)

Award winning digital assets

10

G/O Digital Advantage – BLiNQ Media

The BLiNQ Ad Manager (BAM) is one of the most

innovative, comprehensive and flexible Facebook

advertising platforms in market. Our current iteration is

an evolution of one of the first approved Facebook ads API

technology offerings. The platform gives brands greater

agility, flexibility and scalability to achieve social advertising

success efficiently.

INTEGRATION

LOCAL

FOCUS

CLIENT

SERVICE

Proprietary Technology

Smart Location + Persona Targeting Drives Online & In-store Sales

Facebook Advertising @ Scale

CONTACTSteve McGrory

National Sales Director

781-382-5884

[email protected]