FACEBOOK ADS & a 75 YEAR OLD BUSINESS
Dec 03, 2014
FACEBOOK ADS & a 75 YEAR OLD BUSINESS
PREAMBLE
HashTag: #MADNightsKL
Twitter: @dawsonrb
Twitter: @TopSearchResult
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Questions
P.E.I.
5,452 km away
TOP SEARCH RESULT
VESEY’S SEEDS – SINCE 1939
Reference point:
WWII 1939-1945
-
400,000
800,000
1,200,000
1,600,000
Catalogues Sent Out Yearly
2.4 times
Call to Actions
3
2
14
1
2
3
4
Sales FunnelSocial
Newsletter
Catalogue
$$ Sale
GET THEM IN THE FUNNEL
Are you expecting a sale too quickly ?
PINTEREST - Very Early in Buying Process -New Visitors
TWITTER - Less Likely to Buy - Return Visitors
YOUTUBE - Likely to Order Catalog
GOOGLE DISPLAY NETWORK - Likely to OrderCatalog
SEARCH - Organic and Paid - Likely to OrderCatalog and Goods
FACEBOOK - Likely to Order Catalog andGoods
EMAIL - Likely to Purchase
DIRECT -Likely to Order Catalog and Goods
Web Traffic Funnel
Different traffic sources are ideal for different stages in the sales funnel
WHY? GROWING IMPORTANCE
% of conversions that touch social points growing
7% of visits
20% growth rate
FACEBOOK (FB)
Top 5 in traffic sources
Top 5 in catalogue requests
QUICK SURVEY
Who has used online advertising?
Who has used Facebook advertising?
Blame Facebook or blame crappy Facebook marketers ?
VALUE YOUR CONVERSIONS
A.O.V. X % of catalogue requesters that convert
FACEBOOK AD CAMPAIGN GOALS
1. Request catalogue
2. Get FB likes
THEORY
FB ads would generate catalogue requests at a cost comparable to Google Display Network
AD CREATION Who doesn’t like free ?
Strong brand + current year
Serve Canadians
IMPORTANT: TAG YOUR ADS
Use Google URL Builder
Separates paid and free FB traffic sources
ANALYZING
Don’t know the cost for a conversion?
You don’t know what you’re doing
Not true online
ALWAYS BE TESTING
Theory: Popular Pinterest pins would entice more clicks
ALWAYS BE MEASURING
Result: More visits/clicks but conversion rate dropping
“FAILED” ATTEMPTS
Not everything will work!
BOTTOM LINE
1/2 the cost of Google Display Network + cheaper than Google Search ads (unexpected) for catalogue requests
TIP – REINVEST IN TESTING
1. Scale up what works
2. Take % of return and invest in testing
3. Repeat
BUT WHY ?
THEORIES
Paid likes = increased engagement Paid likes = increased trafficPaid likes = increased social proof
ENGAGEMENT
Can you guess when ads were paused ?
29% of likes from FB Ads
“You like me, you really like me!”
BOTTOM LINE
Facebook11%
Other89%
Catalogue Requests
“FREE” BRANDING
Only pay for clicks not impressions
Reference point
TRAFFIC
Free Facebook visits up 400%
QUESTIONS ?
Twitter: @dawsonrb
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Twitter: @TopSearchResult
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