Facebook Ads Proposal (Interview case study)
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The document outlines a case study by Tessie Schuster on strategies for buyrapid.com to expand into the Israeli market, emphasizing the importance of Facebook advertising. It suggests optimizing ad performance to retain customers and drive sales through targeted campaigns and dynamic ads, while also detailing potential customer demographics and purchasing habits in Israel. The document concludes with a proposed workflow for campaign integration and client collaboration.
Facebook Ads Proposal (Interview case study)
- 1. FACEBOOK ASSIGNMENT / Buyrapid.com Case Study / By Tessie Schuster November 7, 2016
- 2. YOUR STORY
- 3. YOUR BUSINESS AT A GLANCE ● Low brand attachment ● Cheap prices are essential to consumers regardless of the retailer CONSUMER INSIGHT QUICK FACTS COMPETITIVE ADVANTAGE ● # Cheaper prices than competitors ● # Regular flash sales on mobile devices & tablets ● E-commerce pure player (EU-based) ● 2M Facebook fans CURRENT AD STRATEGY ● Paid = 90% of conversions (last-click) ● SEM & SEO = main traffic sources (budget: $15M / year)
- 4. YOUR GOAL(S)
- 5. Conquer a new market outside Europe CONQUERING NEW HORIZONS & OPTIMIZING EXISTING MARKETS Suggested IMMEDIATE OBJECTIVE Optimize Facebook ad performance in Europe to ensure customer retention Suggested LONG-TERM OBJECTIVE
- 6. YOUR NEW MARKET - ISRAEL -
- 7. ● 95% of Israelis use internet connected devices & made at least 1 online purchase during the year ● Mobile penetration = 72% ● Almost 50% of the population accesses Facebook Sources: statista.com / asendia.com - 2016 figures ● Highest e-commerce spend = electronics & media ● Annual e-commerce revenue = $3.6 billion ● ½ of the population are regular online shoppers QUICK FACTS - E-COMMERCE & ONLINE MARKET
- 8. Sources: Facebook Audience Insights - 2016 QUICK FACTS - FACEBOOK PLATFORM & AD USAGE ● + 5M monthly active users ● + 3M interested in consumer electronics ● 58% accessed Facebook via mobile* ● 27 ad clicks for the consumer electronics segment* (vs 22 for the US market) VS ● 15 ad clicks for Israel’s Facebook community* (vs 13 for the US community) * last 30 days
- 9. OUR SOLUTION
- 10. SUCCESSFULLY ENTER YOUR NEW MARKET RAISE AWARENESS DRIVE SALES MEASURE THE SUCCESS OF YOUR ADS RESELL TO YOUR NEW CUSTOMERS
- 11. STEP #1 - RAISE AWARENESS IN YOUR NEW MARKET # Your existing customers Match your existing customers with the Facebook community. # Your existing fans Target the fans you already have based on location. # A new audience Find a lookalike audience based on your existing consumers, your website visitors or your Facebook page fans. SHOWCASE YOUR COMPETITIVE ADVANTAGE TARGET THE RIGHT AUDIENCE # Promote flash sales on your power items # Advertise your strenghts such as offering the lowest prices CHOOSE THE RIGHT AD FORMAT Dynamic product ads
- 12. STEP #2 - DRIVE SALES IN YOUR NEW MARKET # Your existing website visitors Retarget Facebook ads to your recent website visitors. # Your existing leads Create a custom audience to target the leads you’ve already acquired through other media channels. # A new audience > Find a lookalike audience based on your existing consumers, your website visitors or your Facebook page fans. > Target the Israeli Facebook community based on location & interest. CREATE A SENSE OF URGENCY TARGET THE RIGHT AUDIENCE # Create limited offers for your flash sales CHOOSE THE RIGHT AD FORMAT Limited offer claims
- 13. STEP #3 - RESELL TO YOUR NEW CUSTOMERS # Your existing customers Use the Facebook pixel & custom audiences to target your newly acquired customers again. Target your audience with specific content related to their different micro-moments: > moments of the day, week, month > holiday season > seasonal sale periods > life-event celebrations, etc. TARGET YOUR CUSTOMERS IN THEIR MICRO-MOMENTS TARGET THE RIGHT AUDIENCE # Create purchase intent by becoming a part of the consumer journey # Anticipate consumer behaviour based on what you already know (holidays, life events, etc.) CHOOSE THE RIGHT AD FORMAT Link ads
- 14. STEP #4 - MEASURE THE SUCCESS OF YOUR ADS # Learn from your successes or mistakes Optimize your ads & budget for your next campaigns TRACK YOUR CAMPAIGN SUCCESS ADJUST FUTURE ADS BASED ON YOUR ANALYSIS # Track conversions across multiple devices by installing the Facebook pixel on your website # Test different ad copies & audiences to see which one performs best # Maximise ROI through conversion lift ANALYSE YOUR AD PERFORMANCE # Measure ad performance Various metrics will help you assess how well your ad performed (CPA, CPC, CPM, CTR, conversion rate, reach, impression, etc.)
- 15. HOW WE CAN WORK TOGETHER
- 16. BENEFIT FROM A POWERFUL ADVERTISING PLATFORM TO MAXIMISE YOUR ROI CUSTOMIZED & QUALITATIVE TARGETING AT SCALE TRACK, OPTIMIZE & REMARKET WITHIN THE SAME PLATFORM BROADER AUDIENCE REACH MAXIMISE YOUR ROI THROUGH A/B TESTING & CONVERSION LIFT
- 17. AN ENTIRE TEAM DEDICATED TO YOUR CAMPAIGN CLIENT PARTNER CLIENT SOLUTIONS MANAGER CUSTOMER SUPPORT SPECIALIST ENGINEERING TEAM
- 18. PROPOSED MACRO CAMPAIGN WORKFLOW Client involvement FB involvement (CP/CSM) Pre-campaign phase Campaign phase Post-campaign phase Ongoing ad strategy proposal Client brief Week1 Week 2 Week 3 Week 4 Proposal presentation Week 5 Week 6 Week 7 Week 8 Proposal adjustment Campaign start Campaign monitoring Campaign adjustment if needed Mid-campaign Follow-up w/client Campaign report & gathered insights Week 9 Week 10 Defining the next steps w/client
- 19. SUCCESS STORIES
- 20. HOW AN ISRAELI ONLINE PHARMACY GOT CUSTOMERS TO COME BACK THEIR GOAL # Gain new customers # Reinterest existing customers THE SOLUTION # Remarket existing customers # Target a lookalike audience based on their customers
- 21. HOW ASOS DROVE MOBILE SALES WITHIN ITS APP THEIR GOAL # Mobile conversions Acquiring new customers & retaining existing ones THE SOLUTION # Facebook ads that drive traffic to Asos’ mobile app while offering a seamless customer browsing experience
- 22. THANK YOU FOR LISTENING!