Lowering Customer Acquisition Costs on Facebook

1. Name of Presentation Subtitle goes here if necessary Lowering Customer Acquisition Costs on Facebook Ecommerce Brand's Guide to Social Ads Eﬃciency

2. Today’s Timeline 11 - 11:30 am PT 12 - 12:30 pm PT Drive Better Eﬃciency for Customer Acquisition Campaigns on Facebook 11:30 - 12 pm PT Increasing Ad Eﬃciencies With UGC (User Generated Content) Creating a Better Customer Experience to Drive More Revenue from Facebook Ads

3. 3 ● Session recording and slides will be sent out ● Log back in anytime with the same link ● Resources available as handouts Eyebrow Text Today’s Logistics Persephanie Arellano Webinar Coordinator

4. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Aﬃliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

5. Today’s Speaker Chelsea Dyjak Senior Specialist, Paid Social

6. 6 1. New User Acquisition on Facebook 2. Re-Deﬁne your Targeting to Reduce Ad Waste 3. Creative Best Practices & Testing 4. Why is investing in Upper Funnel so important 5. Live Q&A Upcoming Events & Webinars Agenda

7. 7 Customer acquisition refers to bringing in new customers - or convincing people to buy your products. It is a process used to bring consumers down the marketing funnel from brand awareness to purchase decision. Customer Acquisition Deﬁnition Ever heard of the marketing adage, “People buy better versions of themselves, not products?”

8. 8 • Advanced Targeting - Be sure to hit relevant users • Eye-catching, Immersive Creative that can tell a story • Easy ability to measure success Customer Acquisition Why Facebook for New User Acquisition How to get the most of your Facebook Advertising

9. Poll Question What part of the funnel are you fueling with your paid social advertising? ● Branding only, Upper funnel content ● Full funnel (awareness through direct response) ● Direct Response only, Bottom of Funnel

10. Brand “X” may have some business challenges... “I need to increase awareness of my brand” “I want to have greater understanding of what strategy moves purchase intent” “I want to know how I’m doing against my competitors” Paid Social Upper Funnel: Solving Challenges

11. Prospecting: Re-Deﬁne your Targeting

12. 12 • What’s your age demo • Males / Females / Both • Customer Life-cycle • Average AOV Targeting Re-Deﬁne your Targeting to Reduce Ad Waste Is Broader always better? • What NEW users to go after: • Broad (layering in exclusions only) • Lookalike Targeting • Value Based, CRM or WCA • Interest Based Targeting • Demo Targeting Important To Know

13. Targeting 13 Multiple purchasers - 2 or more items People who spent “X” amount of time on site People who browsed 2+ pages High AOV (CRM or Value)Seed Audiences 10% 5% 3% 1% Smart Lookalike Strategy Building Better Lookalikes & Using a Tiered Approach

14. Targeting 14 Your competitive set Engaged Shoppers Targeting interests based on your products Third Party Segments … And Build Off that Success with Platform & 3rd Party Data

15. LiveRamp: More Data & Audiences 15 Facebook knows a good amount about your audiences, but Liveramp can take this a step further. You can ﬁnd out more about users actual behaviors and buying tendencies, while also getting similar audiences to prospect. Ethical Data Use trusted 3rd party sources; available in Facebook via Liveramp’s best-in-class identity Unique Data Access custom and exclusive audiences, from PII and mobile based servers Easy Operations Choose your audiences from the Data Store and easily import into Facebook Flexible Setup Support for brand and agency collaboration Targeting: Test, Learn & Iterate

16. Creative: Best Practices

17. 17 • Motion in Creative, Rules Today • Leverage Story Placements • Turn ﬂat imagery into short videos • Immersive Experiences Creative Creative is a key driver of mobile campaign effectiveness

18. 18 Before After SINGLE, FLAT IMAGE ANIMATED, DYNAMIC VIDEO

19. Motion in Creative, Rules Today Awareness Creative Short & Easily Translated Video Bring your products to life with on model video to show off the ﬁt, feel, and quality of a product. Don’t overthink it. Slight motion helps and is easy to create. Consider animated gifs and slideshow video to test movement in-feed. Users may not turn video audio on, so it’s best to either turn the audio option off or use captions to convey your message. Short ads are engaging ads. It’s critical to capture attention immediately and condense your message to 15 seconds.

20. Leverage Story Placements ● Mobile ﬁrst - taking up full real estate with the right aspect ratio ● Branding, branding, branding ● Showcase your products ● Establish why the brand is unique and different Awareness Creative 20

21. Awareness Creative A More Immersive Experience Products, brand, and lifestyle... All while staying within Facebook Multiple creative formats to use Highlight something speciﬁc Generate a new ‘targetable entity’

22. Creative: Testing

23. Creative Best Practices & Testing Top Creative Variables for Driving Acquisition These are recommendations and areas we’d want to test: Building a Strong Ad 1. Assets: Video + Dynamic with strong Call-to-Action messaging 2. Body Copy: Differentiating factor about the brand or product 3. Headline Copy: Urgency or promotion messaging 4. Description Copy: Price or value oriented Beyond ad structure, these can be really smart tests 1. Emojis: Often work really well in this category. Try different ones to give a more casual feel that entices the user 🥩🥧🛒 2. Square Images: Most users are on mobile and Square takes up more real estate. 32% improvement in CPA in Square vs. Landscape* 3. Seasonal Callouts: For this vertical be conscious of the timeframe and when you can be most relevant with products 4. User testimonials and reviews: Use some 4.5+ star reviews on your site in your actual ads

24. Poll Question How many different Ads do you have in rotation at a given time? ● 1 ● 2-3 ● 4-6 ● 7+

25. Fail Fast with ‘Single Variable Testing’ 25 Single variable A/B testing to truly understand what works on ALL creative REVIEW VS. NO REVIEW Creative: Test, Learn & Iterate

26. Scaling spend through creative efficiencies Slight and subtle motion improves performance. THE CHALLENGE: Bare Necessities was previously working with text-heavy, static creative. Their creative team did not have the bandwidth to execute social-specific assets. THE SOLUTION: Tinuiti’s creative & social teams collaborated to transform Bare Necessities static assets into GIFs.The new ads’ subtle movement caught users attention in the feed and lead to higher website traffic and revenue. 2x Spend increase 33% Higher ROAS 9% Higher CTR Creative: Paid Social, Case Study

27. Always Test Dynamic Ads for Prospecting Creative: Test, Learn & Iterate Reach people who've expressed interest in similar products to yours even if they haven't visited your website yet Average CPA improvement of 24% Average ROAS increase of 76% Jane is in your target audience She has been searching for shoes on FB and around the internet Your dynamic product ads will display shoes from your catalog to match her intent

28. Fueling the top of the funnel

29. Direct Response Only Branding + Direct Response 1. 2. 3x ROAS 4x ROAS 27% increase in ROAS Internal Facebook studies conducted on advertisers have shown greater returns on lower-funnel metrics when that media coincides with additional awareness tactics Why Even Use This Media? Paid Social

30. Consistency Keep creative consistent with a focus on overall theme Branding Upfront and frequent branding so you’re top of mind Mobile Design for mobile feed with 4:5 aspect ratio Dynamic Use video and dynamic ads, e.g., GIFs, to create a more compelling ad 4 3 2 1 6 Overall Best Practices Align Social and Business KPI’s Evaluate the Impact Inform your media strategy Create a narrative that is compelling. Use sequencing to show creative in a particular order Don’t have too many ads live at once so your message goes out and its consistent Facebook has deemed frequency as king. Make sure users see your ads enough so it’s top of mind: 1.5-2x/week Maximize Your Frequency Tell a Story Limit Your Ads 5 All Recommended Ad Types Primary: Video with value prop Secondary: GIF, Static, Carousel Awareness Talking to These Users

31. Reach or Brand Awareness Optimization Link clicks optimization - “clicky users” Awareness Using Reach as a Proxy

32. Reach optimization Link clicks optimization - “clicky users” Paid Social Using Reach as a Proxy “Clicky” users are 5.5x more expensive, but don’t necessarily equal intent. The key for advertisers is to deﬁne a qualiﬁed audience and then reach as many as possible at a steady frequency.

33. Key Takeaways Re-deﬁne your Audience Creative that tells a story, with motion Upper funnel helps fuel lower funnel

34. Schedule Your 1:1 Strategy Evaluation

35. Live Q&A Chelsea Dyjak Senior Specialist, Paid Social

36. Webinar Calendar

37. Upcoming Webinars In October 1. October 30: 10 Last-Minute Amazon Tips for Black Friday and Cyber Monday 2019 2. November 7: Findings from The Amazon Ads Benchmark Report: Key Metrics and Trends to Know Across Amazon Advertising 3. November 13: 5 Things We Learned From Testing Ad Creative Across Paid Social Channels: Best Practices for Instagram, Facebook, Snapchat, Pinterest and TikTok https://tinuiti.com/content/

38. THANK YOU!

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