2018 is here. We have a full year ahead of us, how do you see Facebook’s advertising landscape changing? How will this impact Ecommerce? Facebook will keep changing—keep up or lose out. Don’t Miss Out—Join 4 of the leading Facebook industry experts, as they dive into Facebook growth strategies, innovations & expectations for Facebook advertising in 2018.

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2018
Facebook Advertising
Round-Table

2. ● Session Recording + Slides Will Be Sent Out
● Join in the Poll Questions!
● Submit Questions to Our Panelists
Today’s Logistics

3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. About AdEspresso
Facebook’s #1 Marketing Partner for Advertising.
● Create thousands of ads in just three clicks.
● Automate the most common tasks: Campaign
optimisation, reporting, sync with CRMs,
automatic post promotion...
● Marketing Services: Campaign audits, one-on-
one coaching, fully managed services...
● Learning Path: Monthly webinars, exclusive
group, ad gallery

5. About Shakr
The world’s leading video creation platform.
● 2000+ Video Templates: Drag-and-drop easy,
no video creation experience needed.
● Create Video for Social: Square, vertical, and
landscape videos. Never run out of content.
● Dynamic video ads: DPA but with video.
Coming soon.
● Custom Video Designs For Enterprise: Work
with brands like MLB, WeWork and Nissan.

6. About Wishpond
Since 2012, Wishpond has worked to build software
which makes it easy for businesses to grow online.
● Lead generation tools: Landing pages,
contests, popups, CTAs and forms
● Email Marketing: Auto-responding, newsletters
and drip campaigns
● Marketing Automation: 300+ integrations, lead
management and automated If/Then workflows

7. Sarah Sanchez
Manager, Performance Social
Today’s Speakers
James Scherer
Content Marketer
Anton Eliasson
Director, Marketing
Antonio Calero
Head, Marketplace Services

8. Today’s Agenda
● Notable changes to Facebook in 2017
● Success factors we’ve found for advertising on Facebook
● Adapting to the elongation of the buyer funnel
● Impact of mobile
● What’s next for Facebook in 2018?

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STACK TEXT ROW 2Notable Changes to Facebook in 2017

10. Facebook’s New Algorithm
● Facebook changes stemmed from fake
news virality.
● New algorithm gives priority to friends
and family, likely decreasing reach of
pages & publishers.
● This change can also potentially affect
space for businesses to advertise.
Notable Changes to Facebook

11. Simplicity comes to Facebook
● Automated rules to ease campaign optimization.
● Beta launch of ‘Dynamic Creative Optimization’ to some advertisers.
● Power Editor and Ads Manager merge.
● New campaign types to better reach your target audience: Local
awareness, Messenger...
Notable Changes to Facebook

12. Engagement is down
● CPMs likely to increase due to more demand
- High emphasis on high quality ads.
● Low value or short term businesses are in
dangerous territory.
● Stop thinking of advertising strategies, start
thinking of ACTUAL VALUE.
● DR ads might suffer as a result. Spend more
on brand awareness etc.
Notable Changes to Facebook

13. Facebook is now video first
Facebook loves video and that’s going to continue. Heavy push on live video,
and new video formats like square and vertical. The biggest opportunity we
see, and hear from the internal FB team is Instagram stories.
● Square videos give you 78% more screen real estate.
● Instagram stories adoption is still an issue for FB internally.
● Short videos is crucial.
Notable Changes to Facebook

14. Sales funnel nurturing
Change from a platform built around engagement and low-interest new traffic
to a platform which can turn leads into sales.
● Cold custom audiences
● Retargeting
Notable Changes to Facebook

15. Notable Changes to Facebook
Beyond the Newsfeed
Facebook messenger ads.
Imagine...
● Personal trainer answering
questions about classes
● Ecommerce marketers
answering about sizes and styles
● B2B support staff doing demo
prep

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Success factors we’ve found for Facebook
Advertising

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Utilization
of great
creative
Good on-
site
conversion
rate
Success Factors for Facebook Advertising

18. It’s advertising war!
● Banner Blindness is
becoming a trend
Success Factors for Facebook Advertising

19. It’s advertising war!
● Banner Blindness is
becoming a trend
● It’s time to be creative
Success Factors for Facebook Advertising

20. It’s advertising war!
● Banner Blindness is
becoming a trend
● It’s time to be creative
● It’s time to be social
Success Factors for Facebook Advertising

21. Square vs Landscape
● Square gives you ~74% more
screen real estate.
Video carousel ads that
engage
● Use motion and visual
cues/CTA to engage.
Success Factors for Facebook Advertising

22. Facebook vs Instagram
We're seeing, on average, a 30-50%
lower cost-per-click on Instagram
than Facebook.
In this example, from a promotion
run within the ecommerce industry,
CPC from Facebook is 60 cents.
Success Factors for Facebook Advertising

23. Facebook vs Instagram
CPC from Instagram is 35 cents.
CPA is the same. Landing page
conversion rate is slightly lower.
The takeaway here is to try
both and assume nothing.
Success Factors for Facebook Advertising

24. Success Factors for Facebook Advertising
Reallocation of Budget
In this campaign, limiting the age
demographic to 18 – 45
immediately increases ROAS
from 3.43 to 3.94.
Consistent evaluation of who and
where your ads are being shown
often reveals opportunities for
improvement.
Source: DigitalSpotlight

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Adapting to the elongation of the buyer
funnel

26. Custom Audiences
● Can be more segmented due to
longer buyer funnel
● Can target: # of interactions, whether
they engaged with a post, or frequent
purchasers
Facebook Analytics
● Ability to drill down path to purchase
● Tailor advertising spend on where
conversions originate
Facebook Analytics
Elongation of Buyer Funnel

27. The solution to increased competition
● Advertising costs keep increasing
● No more ‘single campaign’ tracking, but ‘Project’ tracking
○ Broader campaigns with light goals are cheaper
○ Narrow campaigns with hard goals are more expensive - BUT more effective
● Funnels require multiple touchpoints
● Track user behaviour - not just conversions
Elongation of Buyer Funnel

28. Tactics
● Multi-point funnels
● Light Conversions
○ Try multiple goals: brand awareness, video views, clicks to
website…
○ Try multiple placements: mobile, Instagram, right hand
column, etc…
● Hard Conversions
○ EFFECTIVE retargeting
○ Complex Audiences: from device, category, referral path...
○ Up-selling / Cross-selling (Dynamic Product Ads)
Elongation of Buyer Funnel

29. Full funnel targeting
● Really think through your funnels.
● Don’t go for the hard sell initially.
● Prime your target with brand
awareness ads first, then get closer
and closer to your offer.
Elongation of Buyer Funnel

30. Elongation of Buyer Funnel

31. Landing page optimization as
important as ad optimization
● Consistency between ad and landing
page
● Value-oriented messaging
● High-quality images
Elongation of Buyer Funnel

32. Nurturing leads into sales: inbound
● Multiple retargeting campaigns based on blog topics
● Optimize for impression
Nurturing leads into sales: outbound
● Industry-based list of cold leads
Elongation of Buyer Funnel

33. Elongation of Buyer Funnel
Facebook Messenger ads
● Starting a conversation with Facebook users before
they get anywhere near a website
● Allows for multiple touchpoints
● Keeps users comfortable - less sales pressure

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Mobile Advertising on Facebook

35. Mobile Advertising on Facebook
Create content with a
mobile-first mindset
● Design creative with a mobile-first
mindset
● Majority of advertising spend is now on
mobile
● Topic & Trends report identifies
conversation peaks and trends, which
advertisers can use to plan their
creative and calendars

36. Key Focus on 2017
● Local Awareness
○ Call
○ Directions
● Messenger ads
○ Start Conversation
○ As a placement
● Instagram Stories
Mobile Advertising on Facebook

37. Our experience:
Create (square or vertical) videos with mobile in mind.
Don’t create another landscape video. Use different
aspect ratios for each ad within the same ad.
If you don’t catch attention within 2-3 seconds you’re
out.
Videos isn’t everything. Try mixing video + image ad in
the same ad set to increase delivery. “Quirk” in the
algorithm according to FB internal.
Mobile Advertising on Facebook

38. Mobile is:
● Everywhere…
● Fast…
● Frequent…
Mobile Advertising on Facebook

39. Mobile Advertising on Facebook
Our experience:
Cost-per-Action objective targeting results in 70-80%
of ads being shown on mobile or tablet.
(70% of impressions and 67% of click-throughs in this
example) -->

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41. What’s next for Facebook?
Messenger Ads
● Multiple ad placements available now
● Facebook’s eyes are set on overtaking email
Chatbots
● Chatbots will become more prominent for
businesses

42. The empire of programmatic.
Facebook will keep rolling out features to increase automation in the aim to help advertisers
● Enhanced Dynamic Product Ads
● Dynamic Optimization
● Budget Optimization
‘Facebook Zero’ will trigger a further increase in advertisers
● Becomes critical to create good ads, and funnels
‘In-video’ ads will be a thing - but won’t last long.
What’s next for Facebook in 2018?

43. Dynamic video ads for e-commerce will be a huge hit.
DPA for video already in beta stage on the Facebook API, will enable advertisers to create videos
for thousands of videos in a very short amount of time, almost live.
● “Create-To-Convert” - A new video design framework from Facebook Creative Shop
● Instagram Stories is a great chance for advertisers.
● Full funnel retargeting campaigns on all placements.
● Pre-roll and in-video ads will be an interesting experiment.
● You’ll need a holistic approach based on engagement. No shortcuts.
What’s next for Facebook in 2018?

44. Likely to get more expensive.
● Ad/landing page cohesion
● Website additions (exit popups, click popups instead of displayed forms)
● List-building strategies (email-gated discount in overlay)
● Abandoned cart email/drip campaigns
What’s next for Facebook in 2018?

45. What’s next for Facebook in 2018?
Facebook will introduce more strategies to keep ad clickers on-
platform.
More advertisers will be trying Facebook Messenger ads, and Facebook will start catering more to
that strategy.
Expect a change to Facebook lead ads to more completely integrate messaging as first point of
contact between advertisers and ad clickers.

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Facebook Performance Marketing Evaluation
CPC Strategy’s Facebook Performance Marketing Evaluation is a complimentary 60-minute
analysis and assessment of your Facebook advertising strategy & unique business goals, whether
that be: brand awareness, acquisition, customer activation, or re-engagement.
What Now?
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47. Sarah Sanchez
Manager, Performance Social
Questions For Today’s Speakers?
James Scherer
Content Marketer
Anton Eliasson
Director, Marketing
Antonio Calero
Head, Marketplace Services