Facebook and Ecommerce

THE FACEBOOK PERFORMANCE
MARKETING GUIDE FOR RETAIL BRANDS

How Facebook Can Impact All Parts of the Ecommerce Conversion Funnel
© Copyright CPC Strategy and Yotpo

Table of Contents
Introduction 3
The Fundamentals of Facebook Ad Creation 6
The Facebook Ecommerce Conversion Funnel 16
How To Drive Re-Engagement 19
How To Drive Activation 25
How To Drive Acquisition 28
How To Drive Brand Awareness 33
Expert Takeaways 39

3
Introduction
We fully believe Facebook is poised to impact the online retail industry
in a major way. Advertising on Facebook presents a unique opportunity
because it’s a channel that can address every stage of the ecommerce
conversion funnel—from brand awareness to generating revenue to
creating loyal customer relationships.
The best practices around organic Facebook strategy have been well
publicized, but organic can’t fully address a retailer's unique business goals.
They’ve continuously changed the way their feed algorithm works, and as
a result, brands are getting less and less reach from organic efforts.
The rapid evolution of Facebook’s many advertising products has filled

this void and now demands the attention of brands looking to engage
shoppers at each stage of their buying cycle. However, Facebook is a
complex channel that has a very steep learning curve.
Although many brands are eager to leverage Facebook’s advertising

capabilities—they suffer from a lack of education and guidance on how
to promote their brand effectively, optimize their creative, reach specific
audiences, and allocate budget according to unique business objectives.

The Facebook Performance Marketing Guide For Retail Brands | 4
It’s likely your competitors are already leveraging Facebook’s advertising tools to promote their
products to your audience. A retail brand not currently vetting and investing in Facebook is
effectively throwing away a massive opportunity to grow their audience and increase sales.
This why we developed a unique funnel approach to Facebook advertising to help businesses
hone in on each stage of their business as it relates to Facebook.
The Facebook Ecommerce Conversion Funnel:
Brand Awareness New Customer Acquisition Customer Activation Customer Re-Engagement
This guide dives into the basic terminology used when talking about Facebook ad strategy and
explains how brands can leverage the channel to accomplish specific business objectives like
acquiring new customers or increasing customer lifetime value.

The Fundamentals of
Facebook Ad Creation

The Fundamentals of
Facebook Ad Creation Campaign
Before we dive into the details of the Facebook Objective

Ecommerce Funnel—let’s review the overall campaign
structure for every Facebook ad.
Each Facebook ad needs 3 components to effectively

run including a campaign, an ad set and an ad. This is Ad Set
also known as the “Campaign Structure”.
Audience
* Keep In Mind—this guide is only specific to Facebook ad creation via Placements
Power Editor.
Budget & Schedule
Each component of your campaign structure plays

a different role in the overall success of your ad and
together they ensure that your ad is operating the way
you want it to and reaching the right audience.
Ad
Page & Post

1. Campaign
The campaign is the first step in the Facebook ad creation process. This is also referred to as
the “foundation of your ad”. This is where an advertiser will decided whether they want their
ad to participate in the ad “Auction” or the “Reach & Frequency” (which we will explain in more
detail below). This is also where you will select an advertising objective.
Checklist:
Choose an objective
2. Ad Set
An ad set informs the ad how to run. At the ad set level, advertisers will create an audience for
their ad using Facebook’s targeting options. Audience segmentation can be defined by things
like location, gender, age and more. This is also where you create a budget, set a schedule for
your ad, and choose the ad placements. Keep in mind that a campaign can include multiple ad
sets, each with different targeting, scheduling and budgeting options selected.
Checklist:
Build your Audience
Placement
Set your budget and schedule

3. Ad
The last phase of ad is the creative. This is what customers or audiences will see. At the ad
level, advertisers choose the ads creative, which may include things like images, videos, text
and a call-to-action button. Keep in mind that you can have multiple ads within a single ad set.
Checklist:
Upload an image, or multiple images or a video
Fill in the details of your ad such as the text and header

Facebook’s Campaign Objectives

Facebook campaign objects are essentially how you would like to promote your ad across
Facebook’s platform. What is “Auction” vs. “Reach & Frequency”?
Auction
Rather than showing every ad to every user across the social platform, Facebook utilizes an
ad auction that helps to create “value for both the intended audience and the advertisers”.
The Auction allows Facebook users the opportunity to see ads that they are most likely to
find intriguing, relatable and useful. In turn, retailers can reach audiences that are likely to
be engaged with their brand or product.
All ads are evaluated by Facebook and assigned a “total value” that competes in the auction
based on bid, ad quality, relevancy and the overall likelihood that a person shown your ad will
lead to the desired outcome (ex: increase page likes). The ad with the highest “total value”
wins the auction.
Reach & Frequency:
According to Facebook, “reach and frequency” buying enables advertisers to predictably buy
unique reach on Facebook and Instagram, while giving them the tools to control frequency
throughout their campaign.
This buying option enables advertisers to predictably reach a specific number of people in
their target audience and control message frequency for the Facebook ad campaigns, similar PRO-TIP: Auction is the most
common choice. Reach and
to the way they might buy traditional TV ads. Reach and frequency buying works across ad
Frequency doesn’t make a lot
types and devices to ensure you’re reaching the right people at scale. of sense generally speaking for
retailers, but it can be good for
In simple terms, the reach and frequency setting is a campaign structure that can optimize brand awareness - especially
if you want to reach as many
an advertiser’s cost and delivery (if set up properly). Depending on your advertising objective,
people as possible.
Facebook will optimize to meet the objective of that campaign.
Facebook Campaign Objectives Can Include:
• Boost your posts • Get video views
• Promote your Page • Collect leads for your business
• Reach people near your business • Increase conversions on your website
• Increase brand awareness • Increase engagement in your app
• Send people to your website • Get people to claim your offer
• Get installs of your app • Promote a product catalog
• Raise attendance at your event

Audience
Audience is how advertisers can define who will see the ad(s) based on Custom Audiences,
locations, age, gender, languages, connections and detailed targeting (aka people who match
to at least one of the following demographics, interests or behaviors). It’s up to retailers to
decide what kind of audience they want to reach and they can choose from one of the above
options or combine targeting to get more granular—depending on their targeting needs.

Placements
Placement is where your ads will appear within Facebook mobile and desktop:
Ads Can Appear On The:
• Desktop News Feed • Audience Network
• Mobile News Feed • Instagram
• Desktop Right Column
Facebook Desktop & Mobile Instagram Mobile
PRO-TIP: Advertisers can select

multiple placements if they want to be
on Instagram and Mobile News Feed
or they can have Facebook optimize
for the best performing placement and
the ad will show across all placements
that the objective is able to show on.

Budget & Schedule
This where advertisers can define how much they would like to spend, and when they would
like the ads to appear.
Budget
Facebook paid advertising budgets can be determined by knowing how many people are
in your target audience, how often would you like to reach them, and on average what is
your click-through rate (CTR). Budget spend will vary from business to business based on
advertising objectives.
Schedule
You can control both when your ads run and how Facebook should approach delivering
them. Your ad will be eligible to start running after it’s approved by Facebook. This review
process takes up to 24 hours, although we typically see ads pushed live within a half hour.

Format
Finally, this is where advertisers can build out ad creative. This can include linking to your
Facebook page or Instagram account and selecting a published Page Post. Advertisers can also
make adjustments to their ad creative by including photos, videos, call-to-actions, and preview
what the ad will look like across placements.

The Facebook Ecommerce
Conversion Funnel

The Facebook Ecommerce

Conversion Funnel
As we mentioned in the introduction, the Facebook Ecommerce Conversion Funnel is
segmented by 4 business goals.
*Keep In Mind—Facebook advertising can impact any stage within the funnel at any time from brand awareness to re-
engagement, but in our experience we’ve seen the most success by addressing the bottom of the funnel (re-engagement)
and working our way to the top (brand awareness). This is because, generally speaking, if you can’t prove your ability to
consistently convert shoppers on your site, you shouldn’t be investing in awareness-oriented ad types.
It points to a larger website issue if highly qualified people aren’t willing to convert. The message is “make sure you’re
buttoning from the bottom up to make sure you’re capturing and converting the highest qualified people.”
Brand Awareness Acquisition Activation Re-engagement

Use Facebook audience prospecting Net new visits and orders by Turn your browsers into buyers and Increase repeat purchasers &
and engagement to get your brand engaging new leads & convincing convert people who have shown build customer loyalty through re-
in front of new audiences. potential customers to sign up or some interest in your brand but engaging advertising efforts.
enter into your cookie pool. haven’t purchased just yet.

“The funnel is a great framework to solidify your social strategy. We feel strongly
about starting at the bottom of the funnel (Re-engagement) and working our way up
(Brand Awareness) because we want to create value and help businesses focus on a
specific measurable return.”
- Sarah Rogers, Senior Social Strategist | CPC Strategy
A common misconception among brands advertising on Facebook is that they think they
should start at the Brand Awareness phase and work their way down Re-engagement or that
they need to address every single stage of the funnel at the same time.
“We recommend starting at the Re-engagement phase because it is important to

understand your active customer audience and use this “first party data” to influence
future campaign development.
Re-engagement is the lowest hanging fruit on social media. We target people who
have already visited your site, or made a purchase. It’s essentially money out of your
pocket if you are not leveraging re-engagement advertising tactics on Facebook and
depending on the size of the budget and the brand, you can really build out your
campaigns from there."
- Sarah Rogers, Senior Social Strategist | CPC Strategy

How To Drive Re-Engagement

How to Drive
Re-Engagement
What’s the Goal When Re-engaging
Existing Customers?
Re-engagement targets customers who have already made a purchase.
These are people who have expressed an interest in your brand, engaged
in your content and bought your product.
From an advertising perspective, it is extremely important to leverage this

“first party data” to help influence your future marketing decisions.
In this stage of the funnel, brands want to promote brand loyalty

and continue to capitalize on their current relationship with an existing
customer. A great way to accomplish this is by utilizing cross-selling and
upselling capabilities through Facebook Dynamic Ads.
Dynamic ads are a hugely impactful tool for online retailers that allows
you to display tailored content to Facebook visitors depending on their
behavior on your store, ensuring that the right products are shown to the
right people. For example, if someone visited a product page on your store
for a pair of sunglasses and then left your site without purchasing, you can
ensure that they see an ad for that same pair of sunglasses the next time
they visit Facebook.

20
Dynamic ads allow businesses to take targeting to the next level of personalization by
customizing ad content to each person’s product and precise point in the buyer journey.
The Facebook pixel continuously reports which specific product IDs are viewed, added to cart
or purchased. This information is highly valuable to eCommerce stores. If someone added
sunglasses to their cart and then abandoned cart, you may want to show them a dynamic ad
with a great customer photo and a rave review.
If they did purchase the sunglasses, you can use dynamic ads to upsell and cross-sell by
showing them, for example, a hat to go with their new sunglasses. Dynamic ads make
retargeting via Facebook scalable. Once you create the dynamic ad template, Facebook is able
to pull the relevant product ID, name, description, landing page URL, image URL and availability
status, and fill the template with that information.
This makes the microcontent on your website such as product descriptions all the more
important because it will be seen by a hyper-targeted and highly qualified audience.
Microcontent like website and email copy is an opportunity to let your brand personality shine
and attract people to your brand community. Dynamic ads are a highly effective tool for any
retailer, with retargeted customers being 70% more likely to convert.
Audience
Dynamic Ads can be used to re-engage existing customers and potential buyers but only if
your Facebook pixel is installed correctly.
PRO-TIP: Retailers can layer audiences on top of website visitors, but they can’t directly target a
CRM audience with a DPA campaign.
Advertisers use the Facebook pixel on their website (or app) to track when product IDs from
their catalog are being viewed, added to cart or purchased. The pixel is also used to create
Website Custom Audiences or track conversions.
Through the installation of the Facebook Pixel – formerly known as the Custom Audience pixel
—advertisers are able to track the behaviors of customers as they navigate your site.
According to Facebook:
“As people browse your products on your website or app they will automatically be
eligible to see dynamic ads. Each ad is specially formatted for your shoppers according
to the products they browse with keywords, images, and more pulled directly from your
product catalog.”

Placements
Facebook Dynamic ads are now available across all 5 placements including mobile news feed,
desktop news feeds, right hand rail, Instagram, and the Audience Network.
Budget & Schedule

According to our testing, when budgeting for Dynamic Ads, you want to push to the point of
diminishing return.
PRO-TIP: Your investment in Dynamic Ads should be calculated based off of how much traffic is
going to your website.
When it comes to scheduling, timeliness is extremely important. If someone visits your website
on Friday, it is important that they are re-targeting the right product with the right messaging.
They immediately become part of your audience and can be served the ad at any point when
they return to Facebook.
Dynamic ads are linked in real-time to your business to ensure you only show products that
are in stock and at the latest price.
PRO-TIP: When a purchase is made on your site product ads are automatically turned off, across
devices, so you’ll never retarget the same customer with a product they already purchased.

Format
Facebook Dynamic Ads directly pull their images from the feed, so it’s important that your
product catalog is loaded in correctly. You can update the copy if you want to, but the images
(creative) is already dynamically populated.
Advertisers can choose to show all products or only a single product set. This format type also
pulls in product names, prices, and more creative from your product catalog.
Below is an example of a Facebook Dynamic Ads displaying multiple products at once using
the carousel ad format.

How To Drive Activation

How To Drive Activation

What Is Customer Activation?
Customer Activation is when we target people who have shown an interest in your brand by
visiting your site or checking out your product but for some reason have not converted just yet.
Facebook offers several objectives to turn your browsers into buyers including:
Increase Conversions On Your Website

Add a pixel to your website to track conversions such as checkouts, registrations, leads, key
page views, or customers adding items to a cart. You can optimize your ad delivery and ad
spend for conversions, by combining the pixel with the bidding option “Optimize for website
conversions”.
Get People To Claim Your Offer

Create ads with a coupon, discount or other special deals.
Promote A Product Catalog

Product ads offer businesses a number of ways to highlight different products on
Facebook. Marketers can upload their product catalog and create campaigns targeting
certain products to specific audiences, or let Facebook automatically deliver the most
relevant products to people using Facebook Dynamic Ads (that we explained earlier).

Audience
What we know about this audience is that they are definitely interested in your brand. Because
of this, we typically target audiences based on specific page site visits, or products. This
target group can include cart abandoners, or your CRM audience, who have shown a high
intent to purchase but have not converted.
Placements
Since these users are already engaged with your brand, you can assume they know about your
brand, your products or your content already. As with many of the other stages - this is an
opportunity to test and learn which placements work best for your specific audience, so you
can better understand how to reach your customers.
Budget & Schedule

Within the Activation stage, it’s likely you are targeting a much smaller audience than Acquisition
or Brand Awareness, so budget should be paired down to not overwhelm the audience.
Creative refreshes are very important at this stage, so these can continue as evergreen
campaigns. This audience should be constantly rotating as people buy from you and move out
of this cycle.
Format
We’ve seen positive results from any ad format that’s clickable. This includes (but is not limited
to) website cards and Dynamic Ads.

How To Drive Acquisition

28
How to Drive Acquisition

What Is Acquisition?
Acquisition is when a business focuses on lead generation and driving
people to their site. Businesses want to find out who might be interested
in new product offerings, signing up for newsletters, or attending events.
Facebook offers several objectives to net new visitors and increase lead
engagement including:
Send people to your website

Create ads that encourage people to visit your business website.
Raise attendance at your event

Create ads that promote your events.
Collect leads for your business

Create ads that collect info from people, including sign-ups
for newsletters.

Audience
Targeting Lookalike Audiences tend to perform better, especially if you are trying to engage
new leads. Whether you are trying to get new leads from people who look like your current
audience, or get people to your site that look like your previous purchasers. It’s important
to start building out the different buckets among your audience including who are your
lookalikes, vs. general site visitors, or CRM audience.
Placements
If you are trying to gain leads, you only have two options for placements including the mobile
newsfeed and the desktop feed. As always, mobile tends to have cheaper clicks
(including leads).
Budget & Schedule

The audience shouldn’t be as big in this stage in comparison to say your Brand Awareness
campaign. If it is, you might want to consider reevaluating who you are targeting.
However, it is still a large audience, and you can still spend a fairly large budget there, so be
cautious of that.

Format
The format for this ad type is going to be specific to your goals. For example, if you’re trying to
drive better traffic to your site, you might want to test out website cards vs. carousel ads. Static
ads are also useful for bringing people to landing pages or apps.
As with any kind of Facebook Ad, content and viewer attention span are limited, so be
deliberate with your word choice, the page you are linking to and the visual content you use.
Make sure that your value messaging and call-to-action are immediately clear. When someone
sees your static ad, they should know if you are directing them to an ebook landing page. There
shouldn’t be any post-click surprises.
Furthermore, the landing page or app that you are directing people to should be ready to
handle a big influx of traffic. Defining your target audience well and perfecting your ad content
and creative increases both the quantity and quality of traffic. If your page crashes with the
uplift in page visitors, you will lose a lot of the positive impact from your ad.
Leveraging User-Generated Content
We as media consumers have grown so accustomed to seeing candid content while scrolling
through social media. This makes branded content stick out like a sore thumb. There is a stark
difference in tone between staged ads and the surrounding posts, which means that those ads
are easily ignored.
Including authentic customer reviews and photos in Facebook ads makes them blend in with
the surrounding social content and increases visibility.

With user-generated content in your Facebook ads, you do not need to say how great your
brand is because your happy customers say it for you. Consumers trust the word of past
buyers over branded content because it is more reliable and more relatable.
In addition to getting more eyes on your Facebook Ads, user-generated content also provides
social proof that leads to more clicks and increases the value of each ad to your business.
A Facebook case study shows that adding user-generated content to Facebook Ads increases
click-through rate by 300%, and cuts both cost-per-click and cost-per-acquisition costs by 50%.
As the biggest social platform, Facebook is the perfect place to amplify the impact of social proof.
Leverage UGC in Facebook Ads to allow customers to identify with and influence each other.

How To Brand Awareness

How To Drive Brand Awareness

What Is Brand Awareness?
Brand Awareness is at the very top of the Facebook Ecommerce Conversion Funnel.
Sometimes retailers focus so much on ROI, where every dollar and every click must drive to
a conversion, that they forget to set their sights beyond the return and look at the overall
holistic, long term growth opportunity for their brand. Brand Awareness is the increase in
the interaction with a brand as a result of an advertising campaign, and is primarily used to
identify a positive shift in customer awareness and perception. Retailers use brand awareness
strategies to grow their presence in the market.
There is a lot of value in growing a business and Facebook can target based on gender,
behavior, interests, competitors, etc.
Relative attention of
your campaign
Historical ad recall lift based on

Estimated Ad Recall Lift
reach and attention (over 300
(People)
Globe Brand studies)
Reach of your campaign

Awareness Campaign Objectives
Boost Your Posts

Boosted posts appear higher in News Feed and on Instagram, so there’s a better chance
your audience will see them.You can boost most posts you create on your Page, including
status updates, photos, videos and offers. Posts you boost will appear higher in News
Feed to help more people see them and may also appear on Instagram. Keep in mind
that boosted posts must follow Facebook’s Advertising Policies.
Promote Your Page

Promoting your Page is a way to create ads that will show in the News Feed, on the right
side of Facebook and on Instagram. When you create a promoted Page ad, you can target
your ad to people based on their location, interests, age and gender.
Reach People Near Your Business

This is also known as the “Local Awareness Ad”. With local awareness ads, businesses
can quickly and easily find new customers by showing ads to groups of people who
are near that business’s neighborhood. Local awareness ads are built to be more cost-
effective than traditional advertising channels like newspaper while offering more precise
targeting and greater reach. We think they’re the best way for local businesses to reach
people near them, and the best way for people who use Facebook to discover more
useful things in their area.
Increase Brand Awareness

Brand Awareness uses a combination of real-time proxy metrics, including both the reach
and relative attention the users give to the campaign, to maximize ad recall lift.

Audience
Typically when you think about awareness—you are trying to reach a new audience, not
necessarily re-engage with people who have already visited your site.
In our experience to meet this objective, we target typically “interest and behavioral audiences”
or “lookalike audiences”.
The Lookalike audience targeting option will serve your ad to Facebook users who “look” like
your chosen custom audience but may not know about your brand yet. They are potentially
valuable, and it’s not a guarantee that they will opt into your brand Facebook page or purchase
a product - but it does help to cast a wider net and get your name and content out to the
people most likely to be engaged.
What’s unique about lookalike audiences is that Facebook will reference several different kinds
of user sets, to find patterns and characteristics in your current users, leads, or customers
—such as age, gender, or interests – and determine what similarities they possess when
compared to other users that have not interacted with your business in the past.
Essentially, it helps you to prospect your future customers based on your current
audience data.
To learn more about Lookalike & Custom Audiences, check out our recent blog post.

Placements
When it comes to placements for Brand Awareness—advertisers will need to test to figure out
what works best for their specific audience. That being said, we typically recommend retailers
leverage mobile rather than desktop placements because it is known to have cheaper
results in general.
Budget & Schedule

Because you are typically targeting a larger audience in an awareness campaign—this can eat
up your budget pretty quickly if you are not careful. We recommend having a pre-assigned
plan on how your are going to structure your efforts because this is the one objective you can
definitely overspend on.
Format
In our experience, if you are trying to get in front of as many people as possible—a Facebook
Video Ad campaign might be the way to go because it gets a lower CPM and a wider range of
impressions.
Facebook values video and knows their audience does too. Shoppers who view video are
1.81 times more likely to purchase than non-viewers and more than half of the marketing
professionals worldwide name video as the type of content with the best ROI.

Because advertisers cite a 40 percent increase in purchases as a result of video—specifically in

the categories of apparel, home goods, and electronics – retailers & brands should be investing
in their Facebook video efforts more now than ever before.
To learn more about Facebook video ads, check out our recent blog post.
If your objective is to get people to engage with your post (for example via a contest) then you may
want to use a gallery style post, displaying multiple images with click-through options to vote.
Of course, there are many options when it comes to building out a brand awareness campaign,
but it all goes back to the very beginning - what are you trying to accomplish as a business? You
have to ask yourself - what do I want this ad to do, what’s the objective and what is the goal?
Having measurable KPIs with brand awareness can be difficult in comparison to a campaign
targeting bottom of the funnel repeat converters, but it is still a very important part of your
overall brand growth.

Expert Takeaways

Expert Takeaways
Q. In your opinion, why does Facebook matter for retail brands?
“Facebook matters for retail brands for LOTS of reasons but to narrow it down a bit. Facebook
has 1.3 billion active daily users which creates huge potential for brands looking to expand
their reach and access new customers, even those with smaller budgets. More traditional
means of advertising (print, TV, direct mail) require big budgets and aren’t practical for Casey Edwards
most retailers. With Facebook, you’re able to get in front of your consumer at a much more Social Marketing Manager
economic cost.” CPC Strategy
Q. What common characteristics do you see among successful

FB advertisers?
“I think the willingness of a brand to test is consistent among successful Facebook advertisers.
As retailers (and advertisers) we can get stuck in thinking our customer shops or engages
with our brand in a certain way. By testing, brands are able to find success on Facebook by
confirming or disproving these customer behavior theories. Whether it’s tailoring product to a
specific audience or targeting different interests, there are countless tests retailers can run to
hone in on their most valuable customers.”

Q. What are 3 actionable tips every retailer should leverage for

FB paid marketing?
1. If your budget is on the smaller end, focus on DPA ads to start. These will always have
stronger ROAS than a prospecting campaign.
Casey Edwards
2. Know what your goals are before launch as this should determine your objective. Optimizing Social Marketing Manager
for brand awareness will yield different results than conversions and it’s important to have a CPC Strategy
solid understanding of this prior to launching your campaign.
3. Make sure copy isn’t excessive and is tailored to your audience. Being able to target specific
audiences is one of the benefits to advertising on Facebook—talk to them!
“Facebook matters or should matter to brands because it is a great way to reach new
customers. People are engaged on Facebook so if Brands can find an effective way to engage
with their target audience, Facebook could be a powerful channel for them.”
Stephen Kerner
Manager of Retail Search
CPC Strategy


FB advertisers?
“They know who their target customer is to a tee and they have a well define brand and niche
that they are filling. They are also constantly testing the best ways to get their target audience
to engage with them online.” Stephen Kerner
Manager of Retail Search
CPC Strategy

FB paid marketing?
1. Create a process around testing - you will need a way to measure tests and then improve them.
2. Understand who is actually buying your products. Do a buyer persona exercise and go
through Google Analytics and Facebook Insights to help with this process.
3. Have a content/promotion calendar that is around seasonality and inventory purchasing.

This will allow practitioners to be proactive and be able to focus on the data of the campaigns
instead of constantly playing catch up or putting out fires.

“Retail brands need to be where people are and over 1 billion people are on Facebook. It’s
the best platform for brands to reach their customers directly due to Facebook’s robust
targeting options.”
Ryan Bates
Digital Production Coordinator
Q. What common characteristics do you see among successful CPC Strategy
FB advertisers?
“Facebook is a pay-to-play advertising platform and advertisers have to be willing to put money
in it to be successful. There’s not a one size fits all model for Facebook advertisers. Brands
have to put money into testing different audiences, placements and creative types to see what
works best for them. Successful Facebook advertisers put time and money into testing to get
the most out of Facebook.”

FB paid marketing?
Focus on retargeting people who have visited your website and already expressed interest in
your brand. Expand your reach by utilizing Facebook lookalike audiences to reach people who
are similar to your current customers.
Produce video content. Facebook is moving closer to an “all video” platform and retailers need
to be putting out quality video content so they don’t get left behind.

“Pointing back to the funnel, it matters because it’s the only channel that reaches every single
stage—from gaining news leads to driving revenue. No other channel does that—not search,
not SEO, not display, not affiliates. Social is really what you make of it and what your business
is missing. It’s not just Facebook, social in general can reach all those different points as well Sarah Rogers
—Facebook being the strongest candidate for those.” Senior Social Strategist
CPC Strategy

FB advertisers?
“What makes Facebook advertisers successful is the timeliness of the message. And this
comes from understanding who your customers are (or people who could be your customers),
reaching them with the right message at the right time.”
“That’s really hard to nail down but an advertiser that is able to do that - will likely be very
successful. That doesn’t have to be just Dynamic Ads—that can be for anything. For example: If
you have a new fall collection launching - and you know when yours customers are most likely
to be receptive to that message and on what platform as well.”


FB paid marketing?
Use video—That’s where Facebook and Instagram are pushing people. You will get a lot of
bang for your buck and Facebook rewards advertisers for utilizing video.
Sarah Rogers
Spend time and resources understanding your audience (as a whole) as well as just your Senior Social Strategist
CPC Strategy
audience on social. Once you are able to figure out how those people think and work (ex: via
testing, audience segmentation) - that’s what’s going to make you a successful retailer.
Make sure that you have Dynamic Ads running. That’s the lowest hanging fruit and if you are
not live on that - you are missing out on a lot of opportunity on revenue, branding potential,
and the timeliness of reaching your audiences.
What is important to remember is Facebook advertising is not a one size fits all. Each business
goal has different set of KPI’s to measure effectiveness and every business places different
value on each these buckets and KPIs.
Where many businesses struggle with their Facebook efforts is understanding how to allocate
budget to create mix of strategies that take full advantage of the opportunities available with
Facebook advertising.

What Now?
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Facebook and Ecommerce

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THE FACEBOOK PERFORMANCE

MARKETING GUIDE FOR RETAIL BRANDS

© Copyright CPC Strategy and Yotpo

The Fundamentals of Facebook Ad Creation 6

The Facebook Ecommerce Conversion Funnel 16

How To Drive Re-Engagement 19

How To Drive Activation 25

How To Drive Acquisition 28

How To Drive Brand Awareness 33

© Copyright CPC Strategy and Yotpo

The rapid evolution of Facebook’s many advertising products has filled

Although many brands are eager to leverage Facebook’s advertising

© Copyright CPC Strategy and Yotpo

The Facebook Ecommerce Conversion Funnel:

Brand Awareness New Customer Acquisition Customer Activation Customer Re-Engagement

© Copyright CPC Strategy and Yotpo

© Copyright CPC Strategy and Yotpo

Before we dive into the details of the Facebook Objective

Each Facebook ad needs 3 components to effectively

Each component of your campaign structure plays

Page & Post

© Copyright CPC Strategy and Yotpo

Build your Audience

Set your budget and schedule

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Upload an image, or multiple images or a video

Fill in the details of your ad such as the text and header

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Facebook’s Campaign Objectives

Reach & Frequency:

Facebook Campaign Objectives Can Include:

• Boost your posts • Get video views

• Promote your Page • Collect leads for your business

• Reach people near your business • Increase conversions on your website

• Increase brand awareness • Increase engagement in your app

• Send people to your website • Get people to claim your offer

• Get installs of your app • Promote a product catalog

• Raise attendance at your event

© Copyright CPC Strategy and Yotpo

© Copyright CPC Strategy and Yotpo

Ads Can Appear On The:

• Desktop News Feed • Audience Network

• Mobile News Feed • Instagram

• Desktop Right Column

Facebook Desktop & Mobile Instagram Mobile

PRO-TIP: Advertisers can select

© Copyright CPC Strategy and Yotpo

Budget & Schedule

© Copyright CPC Strategy and Yotpo

© Copyright CPC Strategy and Yotpo

© Copyright CPC Strategy and Yotpo

The Facebook Ecommerce

Brand Awareness Acquisition Activation Re-engagement

© Copyright CPC Strategy and Yotpo

“We recommend starting at the Re-engagement phase because it is important to

© Copyright CPC Strategy and Yotpo

© Copyright CPC Strategy and Yotpo

From an advertising perspective, it is extremely important to leverage this

In this stage of the funnel, brands want to promote brand loyalty

© Copyright CPC Strategy and Yotpo

© Copyright CPC Strategy and Yotpo

Budget & Schedule

© Copyright CPC Strategy and Yotpo

© Copyright CPC Strategy and Yotpo