Joseph Devoy's presentation from LSA16 in San Francisco discussed Local Ads monetization and offline measurement for both national and small business advertisers. For more on the session visit: http://bit.ly/1R1JZkh
14. Mobile is changing how people discover
products, services and local businesses
of US smartphone and tablet users have used
their smartphone to lookfor a retaillocation
near them
have used their smartphone to find
and compare prices
61% 57% 52%
have used their smartphone to lookup
directions to visit
a local store
15. Browses for
new headphones
on laptop
Sees ad for
headphones
on mobile
Adds product
to shopping cart
on tablet
On the path to purchase
People now move seamlessly between devices and channels
Purchases
headphones
in store
16. Browses for
new headphones
on laptop
Sees ad for
headphones
on mobile
Adds product
to shopping cart
on tablet
But cookies don’t account for mobile or offline…
Purchases
headphones
in store
17. Browses for
new headphones
on laptop
Sees ad for
headphones
on mobile
Adds product
to shopping cart
on tablet
Last-click doesn’t give you the full picture…
Purchases
headphones
in store
18. Browses for
new headphones
on laptop
Sees ad for
headphones
on mobile
Adds product
to shopping cart
on tablet
And siloed measurement leads to poor
attribution
Purchases
headphones
in store
19. Reach people where they spend the most
time: the Facebook Family of apps
Drive people from
mobile discovery to purchase with
personalizedmarketing at scale
Measure the full path to
purchase by focusing on people
How do you win in a mobile world?
28. Drive people from discovery to purchase
with personalized marketing at scale
29. Local Awareness ads on Facebook
When someoneis near your
business, they can see a Local
Awareness Adin their News
Feed.
30. Call-to-action: Get Directions
Drive foot traffic to your store
Clicking on the Get
Directions button will
launch the phone’s
default map app with
the business marked
and a recommended
route to it
When someone is
near your business,
they can see a Local
Awareness Ad in
their News Feed
31. Call-to-action buttons: Call Now
Say hello to your new customers
When someone is
near your business,
they can see a Local
Awareness Ad in
their News Feed
Clicking on the Call
Now button will
launch a pre-filled
business number
34. 1 creative template
Neighborhood B Neighborhood C Neighborhood D Neighborhood ENeighborhood A Neighborhood F
Dynamic Local Ads: Streamlined ad creation for
all your store locations
35. Show the most relevant creative to each
audienceAds deliver to people based on which store location they are closest
40. Local Insights: new insights about people nearby
Select the area around your store and date range you care about
41. How closed-loop measurement works
Offline conversion lift testing
Identify your business
objective and
campaign
to measure
1
Facebook randomizes and
splits audiences into test
and control groups
2
Test
Control
Pass your conversion
data to Facebook via a
secure data upload
4
Test
Control
Facebook calculates lift by
comparing conversions in
the test groups to
conversions in the control
group
5
Run campaign to your
target audience- ads will
be delivered to the test
group and will not be
delivered to the control
group
3
Test
42. Success story: Fravega
Argentinian household appliances retail chain successfully increase sales
2.2x measurable sales in-store vs.
online
19% increase in in-store sales among
men 35-44
4% increase in overall in-store sales
Frávega
The Argentinian household appliances retailchain
successfully increased sales.
43. Reach people where they spend the most
time: the Facebook Family of apps
Drive people from
mobile discovery to purchase with
personalizedmarketing at scale
Measure the full path to
purchase by focusing on people