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Facebook Ads: How To Build A Funnel For Sales, Not Likes

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Presenters• Massimo Chieruzzi

– CEO at AdEspresso

– @massimoCW

• JD Prater– Senior Account Manager at Hanapin Marketing– PPC Hero Blogger

– @jdprater

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppca) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work for an agency.d) I’m a consultant.

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Creating the Right Strategy for Your

Social Funnel

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Why do you need a Funnel?

Tactics work on Google AdWords…

Adwords is great for Demand Fulfillment:Users need something -> Search For it -> Find the ad -> BuyEasy, though it can be expensive.

Therefore, for Demand Fulfillment, basic tactics work really well:● This advertising approach does not vary much across industries● Ad design template is basic● What works today will likely work next month and next year.

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Why do you need to learn how to cook?

…but they don’t work on Facebook

Facebook is great for Demand Generation:Users have no specific need -> Discover your brand -> Engage -> Buy (maybe).Complex, but a huge opportunity to reach new customers.Therefore Facebook Ads require more creativity and customization:● Every industry’s advertising approach is different.● What works today might not work next month and definitely not next

year.● Ad design demands creativity and impressive content

Before you create an Ad, keep this in mind:

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People don’t go to Facebook to make decisions. They go to Facebook to avoid decisions!

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Build the Perfect Growth Engine

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Cold Audiences

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Attracting Visitors

GoalsAttract visitors to our website and build an audience in the cheapest possible way.

IngredientsContent. Awesome, unique, content.

Metric to monitorCost per Website Click

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1. Make it Unique & Valuable

3.5M Posts every day. Most of them are crap :(

For Example….

“Transparency is key in building and maintaining a strong reputation. Be honest, respectful, and mindful across all social media platforms. It’s important to be open and transparent, this makes people relate to you…”

Blah, blah, blah… that’s soooo obvious! As opposed to what? Being closed and shady ?

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2. Write Appealing Titles

Which Post would you rather share?

7 Top Facebook Ad errors

- OR -

The 7 Facebook Ad errors that cost me almost $250,000

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3. Create Recognizable Branding

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Actionable Strategy

DesignCatchy title. Recognizable branding. Prompts to engage users.

TargetingVery Broad (1 to 2M users).Target Countries where you sell. Interest targeting. Lookalike Audiences

PlacementAnywhere! Mobile and Desktop, Newsfeed and Right Column

BidoCPM for Website Clicks or Engagement

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Have you tested it ?

● Targeting is the most important element to test here.

● The more you test, the more you’ll understand who your customers are.

● Start with broad tests like: Men vs. Women, young vs old, Interests.

● Once you find a winner, refine your tests.

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Ads Examples

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Warm Audiences – Leads

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Converting Visitors into Leads

GoalsGetting your visitors’ profiles and contact information. Position yourself as a thought leader.

IngredientsLead Magnets

Metric to monitorCost per Conversion (Lead)

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Top Lead Magnets

● eBooks● Webinars● Checklists● Giveaways● eMail Courses

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1. Make it Quick to Consume

Lead Magnets should provide immediate gratification

Users won’t be ready to move to the next step until they’re done with the Lead Magnet!

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2. More Value = More Data

The ask needs to be proportional to perceived value

eBook Newsletter

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3. Address a Specific Niche

You’ll never satisfy everyone.

Address your customers’ specific needs.

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One size does not fit all.

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Just for me.Great!

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4. Use a Call-to-Action

Tell your users what to do after clicking…

and watch your conversion rate go up.

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Actionable Strategy

DesignClear Call To Action. Highlight the problem. Specify that it’s FREE.

TargetingWebsite Custom Audience (Website Visitors in the last 60 days).Exclude existing leads with a Custom Audience.

PlacementDesktop Newsfeed and Right Column

BidoCPM optimized for Conversions

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Have you tested it ?

● Testing the demographic when targeting our website visitors is not very useful.

● You might still want to run some tests on the Website Custom Audience to find the most profitable audience niches.

● Testing your ads’ designs is essential. Test Images, Titles, Text, Calls to Action.

● Start with broad tests and then fine-tune them.

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Start with broad tests

+143% Improvement

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Then fine-tune the winner

+13% Improvement

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Ads Examples

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Hot Audiences– Customers

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From Leads to Customers

GoalsTime to make $$$$.Convert hot leads into paying customers.

IngredientsEmail marketing; Buyer Personas

Metric to monitorCost per Conversion & ROIUse Conversion Pixels to send revenue data to Facebook

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1. Use Buyer Personas

Address each customer’s specific pain points

Agency Startup

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2. Add Social Proof

When Buying, Users’ fears often get in the way.

Address this with Social Proofs and Testimonials

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3. The Elephant & The Driver

DIRECT THE DRIVER, MOTIVATE THE ELEPHANT

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3. The Elephant & The Driver

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Actionable Strategy

DesignKeep it simple. Highlight benefits, not features. Address your customers’ rational and emotional sides.

TargetingTarget Website Custom Audience + the Custom Audience that has all your leads;exclude existing customers.

PlacementDesktop: Newsfeed and Right Column.

BidoCPM optimized for conversions

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Have you tested it ?

● Analyze CTR & Conversion Rate to figure out if it makes more sense to test Ads or Landing Pages

● Test different value propositions of your product within the post’s text.

● Test if displaying the product’s price increases conversions or not.

● Split Test Newsfeed vs. Right Column. The more recognizable your brand is, the more effective the Right Column is.

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Ads Examples

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Hottest Audiences – Promoters

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Promoters

GoalsIncrease customer lifetime value: up-sell more products, increase loyalty, reduce churn, generate referrals.

IngredientsReferral Programs, Special Offers, Early access to new products.

Metric to monitorCustomer Lifetime Value

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Actionable Strategy

DesignMake the copy fun and friendly, they’re loyal customers after all! Feature your logo in the ad to attract attention.

TargetingTarget Custom Audiences segmented by purchase history or customer value/lifecycle stage.

PlacementMobile and Desktop + eMail Marketing

BidoCPM optimized for Conversions

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Adapt to your needs & market

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

AdEpresso Feedback: massimo@adespresso.com