How to leverage Facebook &

Instagram to boost your

e-commerce conversion?

March 2020
Facebook tactics to drive online sales
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FOCUS ON THESE 6 ELEMENTS TO QUICKLY BOOST YOUR CONVERSION

1. FOCUS & RUN SEVERAL CONVERSION 2. OPTIMIZE YOUR AUDIENCE TARGETING 3. CREATE CUSTOM AUDIENCES AND LOOK-A-LIKE
CAMPAIGNS AND TEST SEVERAL INTERESTS + AD FORMAT

4. RUN RETARGETING CAMPAIGN 5. USE CBO TO SCALE YOUR WINNING AD SETS 6. TEST SEVERAL AD CREATIVES
1. Run and Maximize your ‘Purchase Conversion’ campaign

How to improve it:

1. Grow your sales by running ‘Conversions’ objective campaigns.

2. The ultimate goal is to target people to complete transactions on your website. (not
collecting leads, increase the # of clicks or engagement on your Fb post, etc)

3. The Conversion objective focuses on getting people to take action. At this stage,
it’s all about getting your target audience to make a commitment to buy.
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2. Optimize your Audience targeting…

How to improve it:

Illustrative example
- Age range: At the beginning, broaden the
range and let your campaign run for a 2-3
days so you breakdown by age to optimize

- Interests: For each campaign, Split the budget

into several ad sets targeting different interests
(1 ad set/ interest). Target to have at least 5-
10 ad sets per campaign. Leverage Facebook
Audience Insights for broad targeting. (not
only beauty related)

- Languages: Select only Korean instead of ‘All

languages’

- Placement: You can try ‘automatic

placement’ instead and breakdown by
placements performance after 2-3 days of
campaign. We recommend to try at least 4+
placements: Facebook/Instagram on
Newsfeed/Stories

ULTIMATE GOAL:
1. Test different audiences to find the winning one and scale it
2. Maximize your budget spending on several audiences and not only one (too risky if it’s not profitable)
3. Mix broad interests (example: Women/25-65+/Netflix/Beauty) and more focus ones (ex: Women/25-45/Estee Lauder/Sensitive Skin/Vegan)
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2. …But also your ads placements

How to go to the next level?

1. For Conversion campaigns who use targeting by
interests, Custom audiences or LAL -> We
recommend to use 4+ placements (highlighted on
the left)

2. After 4-5 days of campaign running, breakdown the

performances by Platform (highlighted on the right)

3. Then, optimize accordingly: increase the budget on

ad sets with the most performing platform and stop
the one who’re not performing well
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3. Expand your reach with new custom audiences and Look-a-Like (1/2)

CREATE NEW ONES FROM SCRATCH

TO USE THE LATEST DATA FROM YOUR PIXEL

How to improve it:

Illustrative example

CUSTOM AUDIENCE FOR RETARGETING:

Past 7 days: PV, ATC, IC, T25%, Post Engagement, 75% VV

CUSTOM AUDIENCES FOR LAL:

Past 180 days:

PV, ATC, IC, T25%, Post Engagement, 75% VV
0-1%, 0-2%, 0-3%, 0-4%, 0-5%, 0-6%, 0-7%, 0-8%, 0-9%,0-10%
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3. Expand your reach with new custom audiences and Look-a-Like (2/2)

KEY BENEFITS OF USING LAL AUDIENCES:

 Expand your audience and bring in new customers who are not aware
of your brand, but meet similar characteristics and behaviors to those
who are
 Give you a better chance of reaching high quality users
 Narrow down your targeting to a more refined pool of new customers
 Customize the size of your LAL audience

ALL LOOK A LIKE AUDIENCES YOU CAN CREATE

95% VIDEO VIEWERS
(people who have watched 95%
of your video ad or more)
PRODUCT PAGE VIEWERS
(Based on people that went to
your product page. Regardless if
they bought or not. People that
visited the link)
ADD TO CART INITIATED CHECKOUT PURCHASES
(Based on people that added an (Based on people who initiated (Based on people that bought
item to cart in your store) checkout on your store) your product in your store)

FAN PAGE ENGAGERS
(Based on people that
engaged with your
Fanpage on Fb)
AD & POST ENGAGERS INSTAGRAM ENGAGERS VIDEO VIEWERS
(Based on people that (Based on people that (Based on people that
engaged with any of your engaged with your viewed any of your videos
ads and posts) instagram profile) - include all video viewers
percentages)
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4. Retargeting will be your most profitable campaign (1/3)

STEP 1: Create your custom audience STEP 2: Create your audience layer

Examples of custom audiences you can potentially retarget: Create layers of included & excluded custom audiences based on the
number of days since the visitor has left your website, to target someone on
 People who spent XX>min on your website a specific day or day range
 # of visits to a specific page within a certain period of time
 People who left the checkout page without finalizing the sale
 By custom audience lists (list of emails optins to be imported)
Number of days since they visited the website

 Existing purchasers for cross-sell and upsell
How to improve it quickly:
 Prospects who visited a specific page (Help page, How to
page or brand page..) Ex 1: Retarget People who went up to the check-out page but exclude people who
purchased in the last 3 days

Ex 2: Retarget People who purchased in the last 90 days with cross-sell offers
How to improve it quickly: Ex 3: Retarget People who spent more than 3min on your website but exclude who
Added to cart or Purchased in the last 7 days
Create the following Custom Audience dedicated to your
retargeting campaign:

Past 3 days: PV, ATC, IC, T25%, Post Engagement, 75% VV

Past 7 days: PV, ATC, IC, T25%, Post Engagement, 75% VV

Past 30 days: PV, ATC, IC, T25%, Post Engagement, 75% VV

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4. Retargeting will be your most profitable campaign (2/3)

STEP 3: Structure your retargeting campaign AD CREATIVE LEVEL

AD SETS LEVEL
Ad creative 1 For ex: visual variation
Ad set 1 – Retargeting audience VC (view
content) – Automatic placement
7 day click or 1 day view – Exclude ATC, IC,
CAMPAIGN LEVEL Ad creative 2 For ex: video or GIF
PUR

For ex: Customer

Ad creative 1 testimonials to build
Ad set 2 - Retargeting Audience ATC (add to
trust
cart) - Automatic Placement
7 Day Click or 1 Day View – Exclude IC, PUR
Ad creative 2 For ex: video or GIF
Retargeting campaign
Ad creative 1
Ad set 3 - Retargeting Audience IC (initiate
checkout) - Automatic Placement For ex: Offer an incentive
- 7 Day Click or 1 Day View – Exclude PUR
Ad creative 2

Ad creative 1
Ad set 4 - Retargeting Audience PUR For ex: Play on FOMO
(purchase) - Automatic Placement tactics and offer a last
- 7 Day Click or 1 Day View chance incentive
Ad creative 2
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4. Retargeting will be your most profitable campaign (3/3)

How to improve it quickly:

1. You can start by a CBO campaign dedicated to your Retargeting campaign

2. Create ad sets for each custom audience dedicated to your retargeting campaign (slide 12)

3. Use New Ad Creative for Warm Traffic with a strong CTA (you can test your ad creative for 2 days)

4. Try to find a good ratio for Retargeting Budget vs total Daily Budget: ~5-10%

5. Adjust Budget as needed and scale it if it’s profitable (Duplicate your CBO campaign and increase the
budget by 30-50% every 2-3 days)
 Example 1: View Content retargeting sequence

Suppose you want to create a retargeting sequence that lasts for 3 days after your targeted visitors bounced from the homepage.
Each day, they would see a different ad experience and learn something new about the brand as well as the brand.

Day one Day two Day three

This ad promotes an article called ‘How to fight
wrinkles with this beauty ritual’. This piece of content
provides value to prospects and position the brand
as thought leader in the industry.
This second ad creative features a link to the Best
sellers collection. This is a good way to highlight a
popular collection that you’d recommend the
prospect to check in order to learn more about
your brand/products.
On Day 3, you can display an ad who promotes a
specific product. The aim here is to drive the
prospect directly to a product page to check out a
popular item who is relevant to her.
 Example 2: Add to Cart retargeting sequence

Suppose you want to create a retargeting sequence that lasts for 7 days after your targeted visitors who Added to cart but didn’t
purchase at the end.

Right after the abandoned cart Day three Day seven

This ad recalled the product who were added to This 2nd ad will emphasize the product and the On Day 7, this ad will insist on the FOMO
cart to the prospect benefits of buying on your website: Shipping psychology: Last chance to get it, special offer
conditions, gifting, engraving services… before it goes out of stock, limited quantities…
Example 3: Purchase retargeting sequence
Suppose you want to create a retargeting sequence for those who already purchased on your website
Day 7
This ad usually helps to improve cross-sell/upsells
and features other products related to the one(s)
purchased. It’s usually shown a week after the sale
occurred as it’s still fresh in the buyer’s memory.
For ex: another display another product from the
same range
Day 30
This ad is usually to retarget people who purchased
more than 30 days to remind and show them other
related products/offers/newness.
In terms of custom audience layer, typically we can
choose for example: People who purchased last 90
days and exclude people who purchased last 7
days
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5. Scale your winning campaigns with Campaign Based Optimization

Follow this step by step methodology to scale your CBO campaigns;

1. Start your CBO campaign with a budget of 100 USD

2. Take the 10 most performing ad sets from your testing phase and duplicate them into a new CBO campaign
3. Create 2 different ad creative per ad sets (20 ad creative in total)
4. Run it for 3-4 days, then analyze the data
5. If CPC > 1USD -> stop the ad sets and duplicate the winning ad sets to keep 10 ad sets in your CBO campaign
6. After 3-4 days, if your CBO campaign is profitable with positive ROAS
7. Then duplicate it and double the budget. Rinse and repeat for 3-4 days and increase again if it’s working.
8. If it’s unprofitable (ROAS < 1) -> stop it

ULTIMATE GOAL:

Less audience overlap between ad sets

You allow Facebook to self-fun its own best practices for you so there are less wasted ad spend.
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6. Multiply your ad creatives to maximize your chance to find a winner

• FOR EACH AD SET, TRY AT LEAST 2-3 CREATIVES (CAN BE THE SAME VISUAL BUT WITH DIFFERENT CAPTIONS)
• DIFFERENT ANGLES/MESSAGES CAN CHANGE THE CPC AND CTR PERFORMANCES

How to improve it:

#1 Try with 2-3 creatives and see the performances of each after 3-4 days

#2 If your CPC is >1 USD and CTR <1% Then, change your ad creative as it’s not performing well with the target audience you set

#3 If you have a good CTR (>1%) but you’re still not profitable -> Look at what can you improve on your site as your ad is working well but people are not
converting once on it.

ULTIMATE GOAL:
Reduce your CPC and Maximize your chance to find your winning ad creative
Stop what is not profitable and optimize your budget spending
 What you need to remember?

THESE ARE THE FASTEST WAYS TO OPTIMIZE AND BOOST YOUR FACEBOOK AD CAMPAIGNS IN THE COMING WEEKS:

1. 3.
2. 4.
FOCUS DUPLICATE
ANALYZE MULTIPLY
& SCALE

1. Focus your investments
on tactical Conversions
campaigns and leverage
Custom Audiences, LAL,
Retargeting and CBO.
2. Always analyze your
performance data: stop
the ad sets who’re not
profitable or performing
well (no sales for 5+ days,
ROAS <1, CPC >1 USD…)
3. Duplicate and scale the 4. Test and multiply the #
ad sets with positive ROAS of ad creatives for each
(Winning audience + ad sets, the key is to avoid
winning ad creative = ad fatigue and maximize
Boost of Revenue) your budget spending.
How to use Instagram to boost
your e-commerce conversion?
Source: Facebook Internal Data
 Instagram stories
recommendations to drive
e-commerce sales

FREE: suitable if you have your own local IG account

PAID: suitable if you leverage the global IG account

 FREE TO IMPLEMENT
Sequence idea #1: Use Poll stories to engage with your followers

01 02 03 04 05 06

Share an Instagram poll Share a second IG Introduce your product Share some customers Call to action and
Insist again
to raise curiosity and poll to qualify your and emphasize its main testimonials to build Swipe up link to redirect
on the pain points
create interaction based followers and raise benefits in a simple and credibility and proven to your e-boutique PDP
on a skin issue their curiosity clear way efficacy

“Does your skin feel “Did you know?

“Do you want to “More than XX customers
irritated these days? Search Inquiries about
discover our secret tip are already using [insert
YES/NO” [insert Skin issue] has
to take care of your product name] with
increase by 65% in the past
skin and fight against proven efficacy”
2 months…”
[insert skin issue]?”
 FREE TO IMPLEMENT
Sequence idea #2: Ask questions and reply with the right offer (1/2)

Interact with your followers Provide high value tips Redirect them straight to
the solution
 FREE TO IMPLEMENT
Sequence idea #2: Ask questions and reply with the right offer (2/2)

Involve your IG community

 FREE TO IMPLEMENT
Sequence idea #3: Share an Instagram exclusive offer with limited time
Insist on the fact that this is an Fear of Missing Out tactic to
Instagram exclusive offer boost conversion
 FREE TO IMPLEMENT
Sequence idea #4: Share tutorials or skincare routines that speak to them these days

You can show a before/after so If they like the look or the

Share some high value tips your followers can really see routine, always redirect them to
the difference the e-boutique PDP to purchase
 FREE TO IMPLEMENT
Sequence idea #5: Emphasize on a customer’ struggle and introduce the solution + its benefits
Always show that you perfectly
understand your customers’ needs so
they can identify themselves and feel
that you individually speak to them
 PAID ADS TO TRY
Run a Dynamic ads in your Instagram stories

IMPORTANT:
In order to make sure your
Dynamic Instagram ads stand out
from the crowd, you need to
correctly set your Product Catalog
on your Facebook Business
Manager
 PAID ADS TO TRY
Run an Instagram stories ads

Reach out to your local

media agency to try this
ad format

Stories ads format specs:

•Format: Full screen vertical ad (9:16)

•Recommended Resolution: 1080 x 1920
•Minimum Resolution: 600 x 1067
•File types: .jpg or .png
•Max. image size: 30MB
•Photo content: visible for 5 seconds
 PAID ADS TO TRY
Run an Instagram collection ad

Reach out to your local

media agency to try this
ad format

COMMENT
COLLECTION is an ad format that lets people move from
discovery to purchase in a smooth and immersive way.
Each collection ad features a primary video or image
with four smaller accompanying images below in a grid-
like layout.
Use this format if you want to drive people to your
website to make a purchase.
More info: https://www.facebook.com/business/ads/collection-ad-format
THANK YOU
Any questions?

CHRISTOPHE LU

Digital Product Manager

Christophe.lu@loreal.com