Facebook Ads - A Retail Case Study
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Transcript of Facebook Ads - A Retail Case Study
Smart Location + Persona Targeting Drives In-Store Retail Sales
Facebook Advertising @ Scale
Retail Case Study – Mobile Only
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Consumer Buying Cycle – Social Ad
Opportunity
Identify, engage and activate consumers during
their digital journey – before they head out to shop
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Media Trends – Facebook DominatesFacebook Mass-Appeal with Micro-Targeting 6% of all Digital Time; 21 minutes per day
Marketing Objectives
• Brand awareness
• Lead Gen + New Customer Acquisition
Media Trends – Facebook in a Mobile World
Facebook- 18%
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Case Study – Facebook (Mobile Only)
Per Location Campaign
Impressions 16,557 6,291,503
Reach 9,080 3,450,298
Frequency 1.8 1.8
Ad Engagement 197 74,801
Investment $260 $98,970
FB Engagement 74 27,930
Website Clicks 123 46,871
Website Conversion 76 29,030
CTR
CPC
CPM
CPWC
CPConv
Click to Convert from Ad
Click to Convert from LP 62%
1.19%
$1.32
$15.73
$2.11
$3.41
39%
Phone Offer
Objective: Drive Traffic into 380 stores
BOGOF offer (good 1-day while
supplies last)
Audience targeting – Store location
mileage radius, mobile only, Android
device only, demographic)
380 discrete store campaigns
Generated response 3X greater than
Facebook’s average
6-out-of-10 texted/printed offer for in-
store redemption
29,000 landing page conversions
Cost-per-offer $3.41
Independent Telecom Retailer
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By Store Impressions Reach Frequency Clicks Investment
Post
Engagement
Website
Clicks
Website
Conversio CPC CPM
CP
Conv
Click to
Convert
Grand Total 6,291,503 3,450,298 1.82 74,801 98,970.17$ 51,772 46,871 29,030 $1.32 $15.73 $3.41 62%
1.19% 63% 62%
Average Store 16,557 9,080 1.82 197 260.45$ 136 123 76 $1.32 $15.73 $3.41 62%
Alexandria, VA 33,687 22,402 1.50 307 306.67$ 235 210 122 $1.00 $9.10 $2.51 58%
Ambler, PA 19,582 11,880 1.65 203 306.67$ 143 135 85 $1.51 $15.66 $3.61 63%
Barrington, IL 8,744 5,836 1.50 87 219.63$ 55 50 27 $2.52 $25.12 $8.13 54%
Barrington, RI 18,890 12,409 1.52 194 306.67$ 126 118 66 $1.58 $16.23 $4.65 56%
Baxter, MN 3,563 2,189 1.63 48 93.32$ 30 23 17 $1.94 $26.19 $5.49 74%
Beaver Dam, WI 13,356 5,950 2.25 208 232.59$ 128 119 85 $1.12 $17.41 $2.74 71%
Beaver Falls, PA 12,664 6,717 1.89 242 306.67$ 132 118 82 $1.27 $24.22 $3.74 69%
Branford, CT 23,728 12,314 1.93 278 306.67$ 169 147 82 $1.10 $12.92 $3.74 56%
Brattleboro, VT 6,115 3,356 1.82 68 164.15$ 52 49 37 $2.41 $26.84 $4.44 76%
Brewster, NY 2,583 1,937 1.33 44 70.45$ 35 29 16 $1.60 $27.28 $4.40 55%
Brick, NJ 24,407 15,741 1.55 242 306.67$ 184 169 118 $1.27 $12.56 $2.60 70%
Bridgeport, CT 30,288 18,506 1.64 377 306.67$ 265 232 131 $0.81 $10.13 $2.34 56%
Transparency at Store/Coop/DMA/State Level
Understand performance implications by market
Provide feedback to field marketing + store management
Insights to optimize program based on past performance
Independent Telecom Retailer (continued)
Case Study – Facebook (Mobile Only)
Ads can feature discreet store address and offer/messaging as needed
Retailer name here
Ad Placement: Mobile News Feed
Independent Telecom Retailer (continued)
Case Study – Facebook (Mobile Only)
Retailer name + city here
Retailer name here Retailer name here
Retailer name + city here Retailer name + city here
Retailer landing page here Retailer landing page hereRetailer landing page here
Retailer store address here Retailer store address here Retailer store address here
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Identify performance trends that impact future market considerations
Example below - engagement 2x+ greater at 45+ yr. age than under 44 yr. age
Engagement for 18 to 44 was .68% (still ahead of FB averages)
Engagement for 45+ was 1.69%
Future strategy - target 45+ with different message than 44 under to appeal to audience and maximize
performance of ad buy
Note: CTR for all age brackets above normal Facebook averages
By Gender Impressions Clicks
Post
Engagement
Website
Clicks CTR CPC
female 1,954,857 18,148 12,240 10,276 57% 0.93% $1.52
male 1,705,556 14,781 10,063 8,765 59% 0.87% $1.42
unknown 23,405 215 132 123 57% 0.92% $1.16
Grand Total 3,683,818 33,144 22,435 19,164 58% 0.90% $1.47
By Age
18-24 1,086,148 6,363 3,951 3,339 52% 0.59% $1.40
25-34 1,080,293 6,962 4,697 4,019 58% 0.64% $1.53
35-44 706,045 6,097 4,273 3,583 59% 0.86% $1.51
45-54 436,982 5,711 4,113 3,528 62% 1.31% $1.54
55-64 237,864 4,709 3,260 2,819 60% 1.98% $1.46
65+ 136,476 3,302 2,141 1,876 57% 2.42% $1.34
Total 3,683,808 33,144 22,435 19,164 58% 0.90% $1.47
18 to 44 2,872,486 78% 19,422 59% 12,921 10,941 57% 0.68%
45+ 811,322 22% 13,722 41% 9,514 8,223 43% 1.69% 150%
Fit-Bit Offer
Independent Telecom Retailer (continued)
Case Study – Facebook (Mobile Only)
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G/O Digital Can Help Retailers #Winlocal
Gannett Co. owned (USA Today, TV, Cars.com, CareerBuilder.com)
Helping brands with physical store channels #Winlocal
Developing smart targeting strategy and deploying advertising executions that engage
consumers in personal, meaningful ways
500+ professional digital advertising practitioners
Google Premier SMB Partner (1 of 21), Facebook Preferred Marketing Developer (1 of 11)
(Only agency with both badges)
Award winning digital assets
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G/O Digital Advantage – BLiNQ Media
The BLiNQ Ad Manager (BAM) is one of the most
innovative, comprehensive and flexible Facebook
advertising platforms in market. Our current iteration is
an evolution of one of the first approved Facebook ads API
technology offerings. The platform gives brands greater
agility, flexibility and scalability to achieve social advertising
success efficiently.
INTEGRATION
LOCAL
FOCUS
CLIENT
SERVICE
Proprietary Technology
Smart Location + Persona Targeting Drives Online & In-store Sales
Facebook Advertising @ Scale
CONTACTSteve McGrory
National Sales Director
781-382-5884