1) The document discusses advanced strategies for retailers to boost their Facebook advertising ROI in 2016. It provides an overview of a presentation on this topic given by Stephen Kerner of CPC Strategy and Massimo Chieruzzi of AdEspresso. 2) The presentation covers 2015 updates to Facebook advertising, why retailers should pay attention to Facebook advertising, and an overview of a full-funnel approach to Facebook advertising focusing on attracting visitors, converting visitors into leads, and converting leads into customers. 3) Specific tactics discussed include creating unique and valuable content, writing appealing titles, using effective lead magnets and addressing buyer personas to improve conversions from leads to customers.

1. How Retail Marketers can Boost Their
Facebook Advertising ROI in 2016
Advanced Strategies to Reach Your Local and Extended Audience, Everyday & Everywhere

2. Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent Next Week
• More Resources In the Handouts Section to the Right
TODAY’S SPEAKERS
Stephen Kerner
Retail Search Manager
CPC Strategy
Massimo Chieruzzi
CEO | Founder
AdEspresso

3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration

5. Stephen Kerner
Retail Search manager
✓ Lead Senior RSM
✓ In-House Social Media Expert
✓ Social Media Marketing World 2015 (wIll be at 2016)
✓ 6+ Years Experience in Social Media

6. Massimo Chieruzzi
CEO | Founder of AdEspresso
✓ Advertise on Facebook since 2011
✓ Analyzed >$200M in Facebook Ads going through AdEspresso
✓ Head of content for AdEspresso University & Blog

7. Poll For The Audience…
How much of your marketing budget is spent on Facebook advertising?
A. I am currently not advertising on Facebook
B. Facebook is less than 10% of my advertising budget
C. Facebook is less than 30% of my advertising budget
D. Facebook is more than 50% of my advertising budget

8. Q&A Overview
• 2015 Updates to Social Advertising Channels
• Why retailers Should be Paying Attention to Facebook Advertising
• Understanding the Full-Funnel Approach to Facebook Advertising
• Advanced Strategies Behind Reducing Your Cost Per Impression
• How to Precisely Target the Right Audience for Your Products

9. 2015 Updates to Social Advertising

10. 2015 Updates to Social Advertising
Targeting For Facebook DPA
● It’s now easier to cross sell and upsell
*Pro Tip: You will select the
products that people have
viewed here. *These are not
the products that will be served.
Promoted Products
means these products
will be served. *This is
at the top of the ad set
settings.

11. 2015 Updates to Social Advertising
Instagram Available to Everyone in The Power Editor

12. 2015 Updates to Social Advertising
Pinterest Bulk Editor

13. Why Retailers Should be Paying Attention
to Facebook Advertising

14. Why Pay Attention?
● Facebook as a discovery channel
● Channels are becoming more user focused
● Facebook is now more searchable

15. Understanding the Full-Funnel Approach
to Facebook Advertising

16. Full-Funnel Approach to Facebook Advertising
Tactics work on Google AdWords…
Adwords is great for Demand Fulfillment:
Users need something -> Search For it -> Find the ad -> Buy
Easy, though it can be expensive.
Therefore, for Demand Fulfillment, basic tactics work really well:
● This advertising approach does not vary much across industries
● Ad design template is basic
● What works today will likely work next month and next year.

17. Full-Funnel Approach to Facebook Advertising
…but they don’t work on Facebook
Facebook is great for Demand Generation:
Users have no specific need -> Discover your brand -> Engage -> Buy (maybe).
More Complex, but a huge opportunity to reach new customers.
However tactics don’t work on Facebook:
● Every industry’s advertising approach is different.
● What works today might not work next month
● Ad design demands creativity and impressive content

18. Full-Funnel Approach to Facebook Advertising

19. Attracting Visitors
Goals
Attract visitors to our website and
build an audience in the cheapest
possible way.
Ingredients
Content. Awesome, unique, content.
Metric to monitor
Cost per Website Click

20. 1. Make it Unique & Valuable
3.5M Posts every day. Most of them are crap :(
For Example….
“Transparency is key in building and maintaining a strong reputation.
Be honest, respectful, and mindful across all social media platforms.
It’s important to be open and transparent, this makes people relate to you…”
Blah, blah, blah… that’s soooo obvious! As opposed to what?
Being closed and shady ?

21. 2. Write Appealing Titles
Which Post Would You Rather Share?
7 Top Facebook Ad errors
- OR -
The 7 Facebook Ad errors that cost me
almost $250,000

22. Actionable Strategy
Design
Catchy title.
Recognizable branding. Prompts to engage users.
Targeting the Right Audience
Very Broad (1 to 2M users).
Target Countries where you sell. Interest
targeting. Lookalike Audiences
Placement
Anywhere! Mobile and Desktop, Newsfeed and
Right Column
Bid & Reducing Cost Per Impression
oCPM for Website Clicks or Engagement

23. Live Q&A
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Apply For A Free 60 min. Channel Evaluation
Stephen Kerner
Retail Search Manager
CPC Strategy
Massimo Chieruzzi
CEO | Founder
AdEspresso

24. Converting Visitors into Leads
Goals
Getting your visitors’ profiles and
contact information. Position
yourself as a thought leader.
Ingredients
Lead Magnets
Metric to monitor
Cost per Conversion (Lead)

25. Top Lead Magnets
● Discount Codes
● Free Shipping
● Free Samples
● Early access to sales
● Free Tools

26. 1. Make it Quick to Consume
Users won’t be ready to move to
the next step until they’ve
consumed the lead magnet
Make it easy to deliver and provide
immediate gratification

27. 2. More Value = More Data
The Ask should be proportional to the perceived value of the lead magnet
Free Samples
Discount

28. 3. Address a Specific Niche
You’ll never satisfy
everyone.
Address your customers’
specific needs.

29. Actionable Strategy
Design
Clear Call To Action. Highlight the problem.
Specify that it’s FREE.
Targeting the Right Audience
Website Custom Audience (Website Visitors
in the last 60 days).
Exclude existing leads with a Custom
Audience.
Placement
Desktop Newsfeed and Right Column
Bid & Reducing Cost Per Impression
oCPM optimized for Conversions

30. Live Q&A
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Apply For A Free 60 min. Channel Evaluation
Stephen Kerner
Retail Search Manager
CPC Strategy
Massimo Chieruzzi
CEO | Founder
AdEspresso

31. From Leads to Customers
Goals
Time to make $$$$.
Convert hot leads into paying
customers.
Ingredients
Email marketing; Buyer Personas
Metric to monitor
Cost per Conversion & ROI
Use Conversion Pixels to send
revenue data to Facebook

32. 1. Use Buyer Personas
● Conduct interviews to understand why customers buy
● Segment your audience based on their unique needs
● Address each customer’s specific pain point in your ads

33. 2. Use Social Proof
When Buying, Users’ fears often get in the way.
Address this with Social Proofs and Testimonials

34. 3. Address both the rational and emotional side

35. Actionable Strategy
Design
Keep it simple. Highlight benefits, not
features. Address your customers’ rational
and emotional sides.
Targeting the right Audience
Target Website Custom Audience + the
Custom Audience that has all your leads;
exclude existing customers.
Placement
Desktop: Newsfeed and Right Column.
Bid & Reducing Cost Per Impression
oCPM optimized for conversions

36. Live Q&A
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Apply For A Free 60 min. Channel Evaluation
Stephen Kerner
Retail Search Manager
CPC Strategy
Massimo Chieruzzi
CEO | Founder
AdEspresso