5 Quick Ways to Respond to Facebook & Instagram Trends Over the past several weeks, people have been spending 44% more time on social media. That means Facebook and Instagram represent a powerful opportunity to reach your audiences where they are present and active. Join us online to learn: • How to respond to recent trends on Facebook & Instagram • How to adjust paid campaigns to reach new audiences. • How to engage your customers & prospects on social.

1. How you can respond
to recent trends on
Facebook & Instagram
LIVE WEBINAR

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3. Logistics
• Webinar will be recorded – check your inbox for materials
• Submit your questions for Q&A

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The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

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Current State

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First US Case
Reported in
Washington State
Jan
21
WHO declares
pandemic
US restricts travel
from Europe to US
Mar
11
US declares national
emergency
Mar
13
CA is first state to
issue “Stay at Home”
Other states follow
in days ahead
Mar
19
White House and
Senate agree on
$2 Trillion
stimulus
Mar
25
More than 1/3 of
humanity is
under some form
of lockdown
Mar
31
With the world changing rapidly day to day, marketing
has never had to move faster
Apr
6
6.6 million
Americans file
for
unemployment
Cases around the
world top 2 million
Apr
15
US President
announces new
federal guidelines for
opening of US
Apr
16
Countries like
Germany, US, and
Iran begin to lift
restrictions
Apr
20
The US House
passes a $500
billion interim
coronavirus bill
Apr
23
New federal coronavirus
testing “blueprint” to aid
governors in ramping
capacity. As more states
begin lifting restrictions
Apr
27

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• Should I continue to advertise, or pause
my campaigns during this time?
• How do I keep my business top of mind?
• What should I be promoting?
• When do we return to normal?
As the world adjusts,
marketers are asking
questions

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What can we do we do as marketers?
WE ADAPT! We follow trends and evolve
our strategies
We ensure that we are always
providing value to our
audiences

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Welcome!
I’m Pia Tserkonis
Senior Product Strategist / Product Manager
Leads the Social product strategy offering for WordStream
Has helped 1,000’s small and medium sized businesses
expand their digital marketing reach

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Today’s Webinar
Agenda
• COVID-19’s impact on advertising
• Changing online media behaviors
• Facebook and Instagram advertising
performance
• 5 Next steps you can take

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Massive Scale – both users and businesses!
Pop. of Earth: 7.53 billion Global SMBs: 125 million
2.6 billion monthly active users | 60 million active business pages

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COVID-19’s
Impact On Advertising

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Source: Facebook Q1’ 2020 Earnings Call
Average ad prices decreased by 16%
towards the end of the Q1’ 2020.
But Facebook is reporting that they
have “seen signs of stability” and that
“advertising revenue has been
approximately flat compared to the
same period a year ago.”
Despite a YOY increase in
Q1’2020 advertising revenue,
Facebook has reported that
they are also experiencing
significant reduction in the
demand for advertising.

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Advertising ad spend will take a hit in Q2’ 2020
Advertisers are cutting, pausing, canceling
budgets due to shifts in purchase behavior
and product availability with travel and
tourism, brick and mortar retail, restaurants,
and auto hit the hardest.

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Optimism remains high for SMBs
44%
of SMBs are
maintaining or
increasing
marketing spend
during COVID-19
49%
do not feel confident
that they have the
resources and
knowledge to address
customer needs
BUT
48%
24%
29%
Optimistic Unsure Pessimistic

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Social ads lead
in new brand
discovery
during the
outbreak
Source: Global Web Index, Coronavirus Research Report, April 2020

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“In the midst of chaos, there is also
opportunity.”
-Sun Tsu

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Changing Online Media
Consumption Behaviors

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“As we help thousands of
businesses to move online, our
platform is now handling Black
Friday level of traffic every day!”
-Jean-Michel Lemieux, CTO, Shopify
“The usage growth from COVID-19 is
unprecedented across the industry, and we
are experiencing new records in usage
almost every day.”
-Alex Schultz, VP of Analytics, Facebook
-Jay Parikh, VP of Engineering, Facebook
With more people spending time at home, internet usage and
online media consumption is at an all time high

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Social media consumption is increasing
47%
of consumers say their
usage of Social Media
has increased since
before the pandemic
Source: Global Web Index, Coronavirus Research Report, April 2020

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11%
Increase in daily active users for
March 2020 (1.73 B)
10%
Increase in monthly active users
for March 2020 (2.6 B)
Source: Facebook Q1’ 2020 Earnings Call

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More are turning
to Social media as
a growing source
of news
Source: Global Web Index, Coronavirus Research Report, April 2020

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Advertising Trends
and Performance
As some advertisers pause and cut campaign budgets, the landscape
has created opportunity for advertisers that remain active

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Impressions and reach
have increased for
25%+ WordStream
advertisers
35%
Reduction in CPM
costs in April
Jan Feb March April
% Change in Clicks 17.88% -2.25% 19.32% 20.33%
% Change in Imp 22.15% -7.20% 27.54% 21.38%
% Change in Reach 21.00% -7.61% 25.75% 18.99%
% Change in CPM -41.8-% -15.75% -5.68% -34.81%
Cost-Per-Impressions (CPM) = The total amount spend on an ad campaign, divided by impressions

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Facebook Cost-Per-
Click (CPC)
costs have declined
12%+ YOY for all
WordStream
advertisers
Cost-Per-Click (CPC) = The average cost for each link clink

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Facebook CTR has
declined an
average of 18%
across all segments
Verticals experiencing growth include:
Retailers & Gen Merchandise: +50%
Occasions & Gifts: +47%
Dining & Nightlife: +25%
Hobbies & Leisure: +18%
News, Media & Publications: 15%+
Sports & Fitness: 8%+
Click-Through-Rate (CTR) = The percentage of people who view your ad (impressions) and who click through your ad

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Facebook CPA has
declined 23%
across all our
segments
Cost-Per-Action (CPA) = The price you pay for an action a user takes on your website/landing page because of your ad

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Should You Continue To Advertise
During This Time?

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“It is well documented that brands that increase
advertising during a recession, when competitors are
cutting back, can improve market share and return
on investment at a lower cost than during good
economic times.”
- Professor John Quelch, Harvard Business School

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Yes – crises are challenging, but they don’t
last forever!
5. Be empathetic and
plan for the future
4. Test, optimize,
and measure
3. Adapt, pivot, and
transform your business
1. Invest and increase
your Awareness
2. Don’t force the sell

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Invest and increase your awareness

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Take advantage of the reduction in competition to grow their
market share
Increases in competitive share-of-
voice during an economic downturn
have been shown to result in both
short-term and long-term gains to
share-of-market and process.
Share of Voice (SOV)= a measure of the market your brand owns compared to your competitors
Share of Market (SOM) = The percentage of the total sales that is held by or attributed to a particular brand ad a given time

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Research indicates that
consumers expect brands to
advertise during this time
52% agree that seeing and hearing ads gives them a
sense of normalcy.
But a high level of agreement that brands should use
positive reassuring tones and communicate brand
values
Just 8% of consumers thought that brands
should stop advertising due to COVID
Source: Kantar, Advertising during COVID-19: Perspectives from consumers, 2020
Source: Twitter, Advertising during COVID-19, 2020

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Monitor your
competition
• Find out what your competitors
are doing this time – have they
paused or continued to
advertise?
• What are your upmarket
competitors doing during this
time?

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Key Takeaways Business as usual, but with a careful
approach
Invest and don’t go dark
27% of consumers have cited that they’ve
discovered new brands during this time via
Social Ads. Invest in your brand and increase
your awareness and market share when
competitors pause.
While consumers cite that advertising is
providing a bit of relief, normalcy, and escape
during this time they still expect brands to be
sensitive, not opportunistic. Be a friend during
this time, people will remember the brands
that were human during this time.

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Don’t force the sell
2. Don’t force the sell -
Be cognizant of shifting
buying trends and
consumer attitudes

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People have different mindsets,
wants, and needs, and that’s
impacting buyer needs. Stay up to
date and understand what they want:
• How have your audiences been
impacted?
• What are their needs during this time?
• How have their needs shifted over the
last few weeks?
• How can you solve that need for
them?
Needs have changed

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Understand how their attitudes have changed
83%
Support brands providing
practical info/tips to help
people deal with the situation
Source: Global Web Index, Coronavirus Research, April 2020
81%
Support brands running
promotions/offers/loyalty perks
80%
Support brands offering
flexible payment terms
79%
Support brands running ads which
show how they are responding to
the virus or helping customers
75%
Support brands providing
funny/light-hearted videos or
content to entertain people

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Make relevant ads
Stay top of mind for customers and
identify how you can position your
products to be relevant to them
during this time.
Focus on creative and offers that
practices social distancing.
What social traditions are being
disrupted by COVID-19? How can
your business help people during
those moments (birthdays, sports,
weddings)

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Tell people how you
are responding to the
virus
79% support brands that talk about
how they are responding to the virus
All brands have a role to play. How
will you participate?
Source: Global Web Index, Coronavirus Research, April 2020

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Offer promotions when
possible
B2C’s can consider:
• Promotions related to shipping
offers such as ‘free delivery’ and
‘reliable delivery’
• Remarketing offer to entice
abandon cart shoppers
B2B’s can consider:
• Flexible payment options
• Discounts

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Offer content that
helps users learn more
about your business
Your audience is at home, looking for
content to consume. Connect them
to the content they want most.
B2C
DIY tutorials, live streams, demos,
blog articles
B2B
Whitepapers, webinars, eBooks

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Build your audience
• Advertising is not about the
immediate sell, it’s about building
relationships
• Ensure that your pixel is installed
correctly so that you can track user
activity on your ads, FB Business
Pages, and website.
• Remarket to these audiences at a
future date.

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Cater your creative and messaging to help
people find what they need during these
times. Engage with relevant content and
build rapport, and when the timing is right,
remarket.
Build relationships
Each news cycle poses new opportunities
and changes to consumer mindset and
buying behaviors. Follow trends and
identify the right way to engage with
consumers as the climate evolves.
Stay up to date
Key Takeaways

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Adapt, pivot, and transform your business

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Go Online
Consumer behavior is changing for the
long run.
• 40% of consumers say they will shop
online more frequently after the
outbreak.
Don’t have a presence – build one now!
Source: Global Web Index, Coronavirus Research, April 2020

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Invest in your customer
experience
Source: Global Web Index, Coronavirus Research, April 2020
Source: Merkle, Personalization’s Golden Rule: Know Thy Customer, 2020
Source: Merkle, Personalization’s Golden Rule: Know Thy Customer, 2020
50%
of consumers don’t plan to
return to shops “for some
time” or “for a long time”
66%
Of consumers said they cared
more about the experience
than price when making a
brand decision

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Pivot, don’t panic
Identify ways that you can evolve your
offering to meet current needs
• Breweries now offering hand sanitizer
• Facemasks
• DIY food, drink, and salon kits to-go
• Virtual events / tradeshows
Identify opportunities to take your business
online
• Virtual concerts
• Virtual cooking classes
• Virtual fitness classes
• Telehealth
• Online education
• Webinars

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Now more than ever, businesses need to
move quickly to adapt to the current
climate. Identify opportunities where you
can pivot, that will set your business up for
long term success.
Be agile and pivot
Ensure you have a digital presence as
more consumers shift to online shopping.
Invest in the customer experience so that
you stand out from the competition.
Go digital
Key Takeaways

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Test, Measure, Optimize

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Launch new campaign
objectives
1. Objectives & Settings
Select a campaign objective that aligns with
your business goal, and conversion types that
drive to that goal
Conversions = Optimized for conversion events
Lead Ads = Email Signups
Brand Awareness = Awareness push

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Target the right
audiences
Plan your targeting based on your campaign goals
• Go broad for awareness campaigns
• Use ‘lookalike’ when available
• Re-engage with website visitors through
remarketing
Don’t forget: Set up different ads to target each
distinct audience!

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Get Creative
Invest time in creating and testing new
creative and content now!
• Test new messaging, headlines, CTAs
• Remember to use relevant messaging
and creative
• Bonus tip: Consider using user-
generated content (UGC)
• Static images vs videos
• Landing pages, website
Try Facebook and Instagram Live!

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Partner with local
influencers
Identify influencers within your audience
who are subject matter experts and can
help you build credibility, increase brand
awareness and reach new audiences within
your target audience.
According to a study by Tomoson, influencer
marketing can yield a $6.50 return on
investment for every dollar spent

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Identify your KPIs and
Optimize
• Conversions
• Cost per acquisition
• Return on advertising spend
• Total Leads
• Awareness
• Traffic
• Engagement
As you shift your strategy, identify new
metrics that may be more important as
the climate changes

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What worked two months ago may no
longer be performing. Don’t be afraid to
pause underperforming ads. Create new
ads that are relevant today and continue
to optimize.
Measure and evolve
CPMs are at historical lows. Use this time
to experiment and test new ad creative,
messaging, ad formats, and audiences
during this time to understand what works
and what doesn’t.
Create and test new ads
Key Takeaways

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Be present and plan for the future

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“I was asked what I thought about the recession.
I thought about it and decided that I did not want
to take part?”
-Sam Walton, Founder of Wal-Mart

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Be a friend and look towards the future
Be present
Stay up-to-date with current trends and events
Invest in your online experience
Pivot and evolve
Optimize and grow
Key Takeaways

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Thank you!
“We can’t
direct the
wind, but we
can adjust
the sails.”
— Cora L. V. Hatch

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What industry are you in?
Is your business brick and mortar,
eCommerce or both?
How is your core audience
impacted by COVID-19?
How can you provide more value and
be helpful to your audience at this
time?
All industries have been impacted, some more than others. How has
consumer behavior changed for the industry that you belong to?
If you don’t have an eCommerce or online presence, explore how
you can use this time to take your business online.
Can you pivot what your product offering at this time?
Cancelled events, appointments, school, remote, post posting
purchases
Assess your situation
What is your competition doing
during this time?
Have they paused their campaigns? Updated their copy and
messaging? How have they remained connected during this time
with their audiences?
How can you pivot your service and offering to meet customer
needs right now? How can you transform your business in the short-
term and potentially evolve / grow it for the long term?