One of Performics’ large retail clients sought to promote sales using multiple Facebook ad opportunities. Through the Facebook Offers product in mobile, Performics drove a 4.4 times greater offer-claim-rate than in desktop. Mobile placements also saw a 48% decrease in cost-per-offer over desktop placements.

1. OFFERS
Performance Case Study
Large retail client looking to promote sale using
multiple Facebook ad opportunities – specifically
the Facebook Offers product in the Mobile space
APPROACH
Promote sale using new Facebook offers product
Segment Newsfeed (Desktop and Mobile) placements
from ‘All’ placement category
Use Facebook Marketplace and Premium ads to
magnify brand presence on multiple placements in
the Facebook ad space
Create Offer post on client Timeline to encourage
organic awareness to Fans and Non-Fans 26% of Budget was allocated to Mobile Newsfeed, but the
placements accounted for 39.4% of total Offer Claims
GOALS
Drive offer claims
Magnify offer awareness
Gain Facebook placement insights to apply to
upcoming Facebook initiatives
STRATEGY
Test new Newsfeed Mobile and Desktop placements.
Use ‘All’ placement category to determine efficacy of
placement targeting breakouts Mobile Newsfeed placements had an Offer Claim rate 24x
‘All’ Placement breakout and 3x Desktop Newsfeed
Target Fans, Friends of Connections, and Non-Fans to
test engagement and offer claim rate across multiple
connections targets
Aggressively optimize ads on placement, age, gender
and connection to maximize cost effectiveness
RESULTS
Marketplace Page Post Offer ads drove 27% of total
Offers claimed (13,267)
Mobile Newsfeed placements accounted for 39.4% of
total Offers claimed at a 4.4x greater Offer Claim Rate
Fans were cheaper to reach per Offer Claim, but there was
than Desktop Newsfeed only a 2% lift in Offer Claim rate for Fans vs. Non-Fans
Mobile Newsfeed placements saw a 48% decrease in
Cost per Offer over Desktop Newsfeed placements
Additional 10,889 Page Engagements were recorded 45% of North America users “Like” a
resulting in a $0.91 avg. Cost per Engagement brand to receive discounts or special
offers*
*Digital Coupons Rival Print Counterparts in Effectiveness, EMarketer, April 18 2012