Best practices in using Facebook ads to drive sales

James ChongSr. Manager of Social Customer Engagement, TOMS

Twitter: @jameschong

Contents

• Set a sales focused Facebook plan• Develop the right content and targeting approach• Integrate with other channels• Measure results and optimize

Organic reach is dead – paid social is table stakes

Brands are increasingly spending on paid social in the battle for attention –global paid social spend has doubled over the past 2 years, from $16B in 2014 to $31B in 2016

1.3% organic reach

ROI on paid Facebook is both feasible and measureable

TOMS paid social revenue has had double digit Y/Y growth in 2016 and 2015 on less spend and flat traffic due to optimizations in creative, targeting, testing, monitoring, and measuring.

2015 2017

Set a sales focused Facebook plan

• Establish the objective and set expectations

• Allocate budget

• Launch, test, monitor, and learn

• Set baseline and benchmarks

• Rinse and repeat

Develop the right content and targeting approach

Content• Ad creative 1• Ad creative 2• Ad creative 3• Ad creative 4• Ad creative 5• Ad creative 6

Audience Sets• Customers• Website visitors• Fans• Prospects• Lookalikes• Interest targets• Purchase behavior• Competitors

Content and targeting best practices

• Optimize creative for mobile

• Tag for tracking and measurement

• Strong call-to-action

• Link directly to the product

• Refresh creative and audiences every 1-2 weeks

Sell to new audiences with interest targeting

Utilize listening to tailor content and target audiences

Utilize video to draw attention and drive conversion

Carousel ad unit Collection ad unit

Brief video best practices

• Capture audience within the first 5 seconds

• Include sub-titles for those who view with sound off

• Overlay text helps grab people’s attention

• Thumbnail should be a scroll stopper

• Boomerangs and GIFs make everything more fun and are fast, simple way to create engaging video

Conduct a sequential campaign

Structure the ad sequence like a good conversation

Integrate with other channels

WebsiteRetargeting Site behavior

EmailCustom audiences Creative and timing alignment

Integrate with other channels

DisplayCreative alignment

SearchSearch behavior

Measure results and optimize

Track performance and make real-time optimizations

Takeaways• Plan content and targeting strategy and schedule• Assess baselines and set realistic benchmarks• Test and more tests• Leverage video and integrate with other channels• Demonstrate value and continue to learn and iterate

Key resources• Social Media Managers Facebook Group• Online publications: L2, Recode, Mashable, TechCrunch

Thank you!

James ChongSr. Manager of Social Customer Engagement, TOMS Twitter: @jameschong