A case study I had to realize for an interview at Facebook for the Client Solutions Manager position. Here's the case study brief > https://goo.gl/wTvoHd They were pretty happy with the presentation, when taking into account that at that the only thing I knew about Facebook ads was the marketing and content side of it but not the 'behind-the-scenes' ad targeting and budgeting side.

1. FACEBOOK ASSIGNMENT
/ Buyrapid.com Case Study /
By Tessie Schuster
November 7, 2016

2. YOUR STORY

3. YOUR BUSINESS AT A GLANCE
● Low brand attachment
● Cheap prices are essential to
consumers regardless of the
retailer
CONSUMER
INSIGHT
QUICK FACTS
COMPETITIVE
ADVANTAGE
● # Cheaper prices than
competitors
● # Regular flash sales on mobile
devices & tablets
● E-commerce pure player
(EU-based)
● 2M Facebook fans
CURRENT
AD STRATEGY
● Paid = 90% of conversions
(last-click)
● SEM & SEO = main traffic
sources (budget: $15M / year)

4. YOUR GOAL(S)

5. Conquer a new market
outside Europe
CONQUERING NEW HORIZONS &
OPTIMIZING EXISTING MARKETS
Suggested
IMMEDIATE OBJECTIVE
Optimize Facebook ad
performance in Europe to
ensure customer retention
Suggested
LONG-TERM OBJECTIVE

6. YOUR NEW MARKET
- ISRAEL -

7. ● 95% of Israelis use internet connected devices & made
at least 1 online purchase during the year
● Mobile penetration = 72%
● Almost 50% of the population accesses Facebook
Sources: statista.com / asendia.com - 2016 figures
● Highest e-commerce spend = electronics & media
● Annual e-commerce revenue = $3.6 billion
● ½ of the population are regular online shoppers
QUICK FACTS - E-COMMERCE & ONLINE MARKET

8. Sources: Facebook Audience Insights - 2016
QUICK FACTS - FACEBOOK PLATFORM & AD USAGE
● + 5M monthly active users
● + 3M interested in consumer electronics
● 58% accessed Facebook via mobile*
● 27 ad clicks for the consumer electronics segment*
(vs 22 for the US market)
VS
● 15 ad clicks for Israel’s Facebook community*
(vs 13 for the US community)
* last 30 days

9. OUR SOLUTION

10. SUCCESSFULLY ENTER YOUR NEW MARKET
RAISE
AWARENESS
DRIVE
SALES
MEASURE THE SUCCESS
OF YOUR ADS
RESELL TO YOUR
NEW CUSTOMERS

11. STEP #1 - RAISE AWARENESS IN YOUR NEW MARKET
# Your existing customers
Match your existing customers with the
Facebook community.
# Your existing fans
Target the fans you already have
based on location.
# A new audience
Find a lookalike audience based on
your existing consumers, your website
visitors or your Facebook page fans.
SHOWCASE YOUR
COMPETITIVE ADVANTAGE
TARGET THE
RIGHT AUDIENCE
# Promote flash sales on your
power items
# Advertise your strenghts such
as offering the lowest prices
CHOOSE THE
RIGHT AD FORMAT
Dynamic product ads

12. STEP #2 - DRIVE SALES IN YOUR NEW MARKET
# Your existing website visitors
Retarget Facebook ads to your recent
website visitors.
# Your existing leads
Create a custom audience to target the
leads you’ve already acquired through
other media channels.
# A new audience
> Find a lookalike audience based on
your existing consumers, your website
visitors or your Facebook page fans.
> Target the Israeli Facebook
community based on location &
interest.
CREATE A
SENSE OF URGENCY
TARGET THE
RIGHT AUDIENCE
# Create limited offers for your flash
sales
CHOOSE THE
RIGHT AD FORMAT
Limited offer claims

13. STEP #3 - RESELL TO YOUR NEW CUSTOMERS
# Your existing customers
Use the Facebook pixel & custom
audiences to target your newly acquired
customers again.
Target your audience with specific
content related to their different
micro-moments:
> moments of the day, week, month
> holiday season
> seasonal sale periods
> life-event celebrations, etc.
TARGET YOUR CUSTOMERS
IN THEIR MICRO-MOMENTS
TARGET THE
RIGHT AUDIENCE
# Create purchase intent by
becoming a part of the consumer
journey
# Anticipate consumer behaviour
based on what you already know
(holidays, life events, etc.)
CHOOSE THE
RIGHT AD FORMAT
Link ads

14. STEP #4 - MEASURE THE SUCCESS OF YOUR ADS
# Learn from your successes or
mistakes
Optimize your ads & budget for your
next campaigns
TRACK YOUR
CAMPAIGN SUCCESS
ADJUST FUTURE ADS
BASED ON YOUR ANALYSIS
# Track conversions across
multiple devices by installing the
Facebook pixel on your website
# Test different ad copies &
audiences to see which one
performs best
# Maximise ROI through
conversion lift
ANALYSE YOUR
AD PERFORMANCE
# Measure ad performance
Various metrics will help you assess
how well your ad performed
(CPA, CPC, CPM, CTR, conversion rate,
reach, impression, etc.)

15. HOW WE CAN
WORK TOGETHER

16. BENEFIT FROM A POWERFUL ADVERTISING
PLATFORM TO MAXIMISE YOUR ROI
CUSTOMIZED & QUALITATIVE
TARGETING AT SCALE
TRACK, OPTIMIZE & REMARKET
WITHIN THE SAME PLATFORM
BROADER
AUDIENCE REACH
MAXIMISE YOUR ROI THROUGH
A/B TESTING & CONVERSION LIFT

17. AN ENTIRE TEAM DEDICATED TO YOUR CAMPAIGN
CLIENT
PARTNER
CLIENT
SOLUTIONS MANAGER
CUSTOMER
SUPPORT SPECIALIST
ENGINEERING
TEAM

18. PROPOSED MACRO CAMPAIGN WORKFLOW
Client
involvement
FB involvement
(CP/CSM)
Pre-campaign phase
Campaign phase
Post-campaign phase
Ongoing
ad
strategy
proposal
Client
brief
Week1 Week 2 Week 3 Week 4
Proposal
presentation
Week 5 Week 6 Week 7 Week 8
Proposal
adjustment
Campaign
start
Campaign monitoring
Campaign adjustment
if needed
Mid-campaign
Follow-up w/client
Campaign report &
gathered insights
Week 9
Week
10
Defining the next
steps w/client

19. SUCCESS STORIES

20. HOW AN ISRAELI ONLINE PHARMACY GOT
CUSTOMERS TO COME BACK
THEIR GOAL
# Gain new customers
# Reinterest existing customers
THE SOLUTION
# Remarket existing customers
# Target a lookalike audience
based on their customers

21. HOW ASOS DROVE MOBILE SALES WITHIN ITS APP
THEIR GOAL
# Mobile conversions
Acquiring new customers &
retaining existing ones
THE SOLUTION
# Facebook ads that drive traffic
to Asos’ mobile app while offering
a seamless customer browsing
experience

22. THANK YOU FOR LISTENING!