Find out what to do when your Facebook Ads stop delivering profitable user acquisition and learn more about the dangers of innovation diffusion.

1. HOW TO ACQUIRE CUSTOMERS
WHEN FACEBOOK ADS STOP WORKING
P R O T E C T Y O U R S E L F F R O M P L A T F O R M B U B B L E S !

2. F A C E B O O K A D S G O O G L E A D W O R D SVS
P R O B L E M S W I T H U S E R A C Q U I S I T I O N
• Growing demand saturated the digital marketing
channel of choice of many marketing executives.
• The Facebook bubble

3. Retailers occasionally
experience cost inflation
in advertising platforms.
E.g. Massive surge in user acquisition
costs during the holiday season.
These high marketing
expenditures imbalance
the overall online
advertising market.

4. It is causing serious
customer acquisition
issues for brands
relying on Facebook
or Google for
website traffic.
WHY?
INNOVATION
DIFFUSION.

5. INNOVATORS
I N N O V A T I O N D I F F U S I O N
Adopted the use of Facebook ads
into their marketing mix before
anyone else in their category.
Clicks were a fraction of
the cost of Google Ads.
Conversions
followed through.

6. Businesses who gradually saw the
value of Facebook ads.
Google and Facebook saw the
massive increase in early
adoption and invested in better
advertising and targeting tools.
EARLY ADOPTERS
I N N O V A T I O N D I F F U S I O N

7. Majority of the market began to
swing their marketing budgets into
Facebook ads.
T H E T I P P I N G P O I N T
EARLY MAJORITY
I N N O V A T I O N D I F F U S I O N

8. • People demand for a finite thing
• Click-through rates plummets
• Ad platforms change daily
• ROI becomes less controllable

9. B O T H G O O G L E A D W O R D S
A N D F A C E B O O K A D S A R E
P R O P R I E TA R Y C H A N N E L S .
T H E I R E N O R M O U S A N D
V A L U A B L E N E T W O R K S
D R O V E A D V E R T I S I N G
D E M A N D T H R O U G H T H E
R O O F .
Advertisers should remember
they are renting that traffic.
RENT CAN GO UP ANY DAY OF THE WEEK!

10. W O M E N ’ S C L O T H E S
‣ H I G H L Y P R O F I TA B L E A D S P E N D
‣ G R E AT F O R D R I V I N G D E M A N D
W H E N T H E R E I S N O N E
GOOGLE ADWORDS
SCALABLE ADVERTISING
$ 1 0 0 , 0 0 0 / M O N T H O R $ 0 . 2 0 / C L I C K
EARLY DAYS
E S T. 5 0 0 , 0 0 0 M O N T H L Y S E A R C H E S
$ 6 , 5 0 0 , 0 0 0 / M O N T H O R $ 1 3 / C L I C K
WHEN EARLY MAJORITY CAME
‣ A W O R T H W H I L E I N V E S T M E N T F O R
B R A N D E D A D V E R T I S E R S O N L Y

11. GOOGLE ADWORDS
SCALABLE ADVERTISING
Search is good if you have brand awareness.
The problem comes when you have none.
HOW DO YOU CREATE DEMAND WHERE NONE EXISTS?
LOOK AT DROPBOX!

12. F A C E B O O K D E M O C R AT I S E D
A C C E S S T O I T S I N C R E D I B L E
I N V E N T O R Y O F P E O P L E .
FACEBOOK ADS
PRECISE TARGETTING
T H E P R O B L E M
‣ Budget dumping
‣ Bigger brand companies have little
knowledge of online advertising
‣ Irrational spending
‣ Low conversion rates

13. Studies have
shown that
Facebook works
best in retargeting
circumstances.
Acquire customers with
a proprietary channel.
YOUR WEBSITE
Retarget on non-
proprietary channel.
FACEBOOK OR GOOGLE
YOU SHOULD:

14. L O W E R U S E R
A C Q U I S I T I O N C O S T
RESULT
L I M I T E D
R E TA R G E T I N G R E A C H
C O M P E T I N G W I T H
B I G G E R B R A N D S
A D F AT I G U E

15. It ’s really hard to compete
at the top of the f unne l.
PROTECT YOURSELF BY CONTROLLING PROPRIETARY CHANNELS.

16. C O N T E N T M A R K E T I N G
percent of marketers said
their brand leverages content
marketing to drive awareness.76
Take advantage of lower
acquisition costs by routing
c u s t o m e r s t o c o n t e n t
rather than offers.

17. I N F L U E N C E R M A R K E T I N G
‣ Transfers the trust of fans
from their influencer directly
to the brand.
‣ Breaks down barriers to
purchase through the power
of recommendation.

18. R E F E R R A L M A R K E T I N G
‣ Creates viral acquisition
‣ No bidding processes involved
‣ Power of recommendation
‣ Reduce cost of acquisition
‣ Limitless scaling opportunity
‣ Proprietary to you forever

19. LEARN MORE ABOUT REFERRAL MARKETING…
L E A R N M O R E
Thinking of
implementing
a referral
program?
R E A D F R E E E B O O K
Next up:
E-Commerce
Referral Marketing
Best Practices!
B E A S U C C E S S F U L O N L I N E R E TA I L E R !