5 Takeaways from Etsy at OMMA Social – Ad Week Edition

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A solid social media presence is crucial for most brands, especially retailers. Facebook, with its huge scale and extensive targeting capabilities, is a boon for retail marketers.

Yesterday at OMMA Social during Advertising Week New York, I had the pleasure of sitting in on an interview between MediaPost’s Event Programming Director Ross Fadner and Sami Druss, Senior Digital Marketing Specialist, from e-commerce giant and Adaptly client Etsy. 

During the session, “Paid Social Moves the Needle for Etsy,” Sami shared insight into how Etsy uses paid social to reach new shoppers and re-engage existing customers. Here are my five key takeaways from the chat:

  1. Initiate consumers’ intent to purchase: Kick off a paid social strategy with the lowest hanging fruit – namely, through retargeting – since those users will be the fastest to convert. Retailers can leverage Lookalike Audiences and purchase-based targeting.
  2. Ad format is not “One Size Fits All”: Continuously test ad formats and targeting strategies while ensuring that both format and targeting sync with your audience and campaign goal.
  3. Content is key: Aim to capture attention within two to five seconds of consumers seeing an ad and use Facebook’s Ad Relevance metric to gauge how well your ad creative resonates with your audience.
  4. Metrics matter: Etsy has evaluated campaign performance through data like completed video views and ad recall lift on Facebook. Sami emphasized that brands shouldn’t rely solely on numbers from publishers, noting that her company also runs studies through third-parties like Nielsen.
  5. Know your audience: Make sure your audience size is comparable to your budget so targeting will scale and be on the lookout for signs of audience exhaustion.

Etsy recently kicked off its first global brand awareness campaign called “Difference Makes Us.” Everyone has different ideas and styles, and the campaign celebrates the individuality and diversity of Etsy users. Check it out!