Post on 15-Jul-2020
Leveraging Facebook to build your eCommerce Business
warrick@fb.com
Reach all of the people who matter to you – at scale
Source: Facebook ZA internal data, Sep 2014
High-quality reach
11M+ monthly
active people ZA
11M mobile monthly active people
ZA
6.6M mobile daily
active people ZA
mostly people are on mobile
People are omnichannel
The path-to-purchase is complex Are you reaching them where they are converting?
start shopping on one device and continue
on another
67%
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
Cross-sell and upsell
Drive intent
Acquire customers
Why? Facebook delivers at every stage of the marketing funnel
Awareness
Consideration
Conversion
Loyalty
Build brand
Reach more of the right people
Measure and optimise
Drive action across devices
The power of Facebook – what’s the solution?
What does reaching the people mean?
E-commerce is growing rapidly
Source: *Quarterly estimated based on monthly search query volume from Google Keyword Tool, April 16, 2013, ** (Q4 2012 estimate) – Nate Herman, Vice President, American Apparel & Footwear Association, *** Gartner, Feb 2013, “Gartner Says Worldwide Mobile Phone Sales Declined 1.7 percent in 2012”
Only 15-20% of people who buy a product online does so as a result of an online search
People who check products online
People who buy products online
Reach
Facebook Targeting
Core Audiences
Lookalike Audiences
Custom Audiences
Sophisticated targeting with unsurpassed accuracy
Reach the people you already know
Find more people like your best customers
Reach
Use Core Audiences to segment your audience Targeting types
Location
Interests
Demographics
Sample segments
Age and gender
Newly married
Interested in shopping
Living in CPT
IOS phone user Behaviors
Reach
Facebook Your CRM database
Matched targets
Custom Audiences Reach your specific customers or prospects at scale
Lookalike Audiences Find more people who look like your best customers
Acquisition
Drive action across devices
Put your products at the center of the experience
Source: IDC, “Always Connected,” March 2013
In-stream and native 1
Designed for action 2
Optimized for conversion 3
Action
Designed for action link ads – now with call to action buttons
• Entire image is clickable
• Offers the highest amount of real estate to get people to click on your ad
• Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download
Source: Nanigans study “How Page Post Ads in News Feed Drive Direct Response and ROI,” June 2013
53% increase in ROI
when using Page post link ads
Action
Designed for action Mobile app install and engagement ads
Action
Customer discovery and acquisition
Awareness
Retention, engagement and conversion
Conversion / Retention
Measure & Optimise
Facebook is a cross-device platform Drive & track conversions where they happen
65% of conversions that result after a mobile impression take place on desktop.
Source: Facebook internal data, Oct 2013, 2-5 day attribution window, 1 day attribution value
Measure
Measure results across devices
Conversion pixel
SDK Third-party measurement
Measure
$
Campaign ‘A’
Campaign
‘B’
Campaign
‘C’
Ad Budget Performance
$
$
Ad ‘A’
Ad ‘B’
Ad ‘C’
Managing complexity Measure
Managing complexity Measure
Allow Facebook’s measurement
tools to optimise for clarity
Measure
68% more conversions
attributed when using oCPM vs. CPC
Source: Facebook case study, Aug 2013 – 2-wk test of single client, lift in attributed purchases between oCPM and CPC is stat-sig within a 99% C.I. using 2-sided binomial z-test. Facebook internal data based on an internal head to head test of eight mobile app install advertisers over the course of two months. Average is across each client in test.
Optimized for conversion Website and mobile app conversions with oCPM and CPA
Action
Key Challenge
“To reach the right people, at scale
with razor sharp efficiency”
“Konga uses Facebook to reach the right people at scale” 165%
Increase in transactions from
targeted reach campaigns
“Konga uses Facebook to drive real business results” 3x
Increase in ROI
Reach more of the right people
Measure & Optimise
Drive action across devices
Remember these three things…
Core Audiences
Custom Audiences
Lookalike Audiences
Facebook SDK
Conversion pixel
Mobile app ads
Page post link ads
3rd party measurement
oCPM / CPA