As the digital landscape becomes more competitive, it’s essential to diversify your customer acquisition strategies by optimizing retargeting efforts, enhancing ad creative, and leveraging more intelligent audience prospecting tactics. Tinuiti will unpack best practices for how to drive better efficiency for customer acquisition campaigns on Facebook with a data-driven approach.

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

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• 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!