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

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The last time you heard about a great product from a friend, the recommendation probably didn’t start with “buy this now”, but instead a story of your friend’s experience with that product. Yet, as marketers, we forget this and more often than not try to lead with a “buy now” message.

In this presentation, JD Prater from Hanapin Marketing and CEO of AdEspresso, Massimo Chieruzzi, discuss a number of Facebook strategies that not only represents a full story of your brand or product, but captures your target audience at the right time in the sales funnel.

You’ll get expert-level PPC tips like:

*How to set up Facebook ads that get results
*Learn how to move your audience down the sales funnel
*Get cutting-edge strategies on matching your offer with your audience
Explore tactical examples of Facebook ads from real companies

Publié dans : Marketing, Médias sociaux
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Facebook ads: How To Build A Funnel For Sales, Not Likes

  1. 1. #thinkppc &HOSTED BY: Facebook Ads: How To Build A Funnel For Sales, Not Likes
  2. 2. #thinkppc Presenters • Massimo Chieruzzi – CEO at AdEspresso – @massimoCW • JD Prater – Senior Account Manager at Hanapin Marketing – PPC Hero Blogger – @jdprater
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  4. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) 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.
  6. 6. #thinkppc Creating the Right Strategy for Your Social Funnel
  7. 7. #thinkppc 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 -> Buy Easy, 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.
  8. 8. #thinkppc 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:
  9. 9. #thinkppc People don’t go to Facebook to make decisions. They go to Facebook to avoid decisions! #thinkppc
  10. 10. #thinkppc Build the Perfect Growth Engine
  11. 11. #thinkppc Cold Audiences
  12. 12. #thinkppc Attracting Visitors Goals Attract visitors to our website and build an audience in the cheapest possible way. Ingredients Content. Awesome, unique, content. Metric to monitor Cost per Website Click
  13. 13. #thinkppc 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 ?
  14. 14. #thinkppc 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
  15. 15. #thinkppc 3. Create Recognizable Branding
  16. 16. #thinkppc Actionable Strategy Design Catchy title. Recognizable branding. Prompts to engage users. Targeting Very Broad (1 to 2M users). Target Countries where you sell. Interest targeting. Lookalike Audiences Placement Anywhere! Mobile and Desktop, Newsfeed and Right Column Bid oCPM for Website Clicks or Engagement
  17. 17. #thinkppc 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.
  18. 18. #thinkppc Ads Examples
  19. 19. #thinkppc Warm Audiences – Leads
  20. 20. #thinkppc Converting Visitors into Leads Goals Getting your visitors’ profiles and contact information. Position yourself as a thought leader. Ingredients Lead Magnets Metric to monitor Cost per Conversion (Lead)
  21. 21. #thinkppc Top Lead Magnets ● eBooks ● Webinars ● Checklists ● Giveaways ● eMail Courses
  22. 22. #thinkppc 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!
  23. 23. #thinkppc 2. More Value = More Data The ask needs to be proportional to perceived value eBook Newsletter
  24. 24. #thinkppc 3. Address a Specific Niche You’ll never satisfy everyone. Address your customers’ specific needs.
  25. 25. #thinkppc One size does not fit all. #thinkppc
  26. 26. #thinkppc Just for me. Great! #thinkppc
  27. 27. #thinkppc 4. Use a Call-to-Action Tell your users what to do after clicking… and watch your conversion rate go up.
  28. 28. #thinkppc Actionable Strategy Design Clear Call To Action. Highlight the problem. Specify that it’s FREE. Targeting Website Custom Audience (Website Visitors in the last 60 days). Exclude existing leads with a Custom Audience. Placement Desktop Newsfeed and Right Column Bid oCPM optimized for Conversions
  29. 29. #thinkppc 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.
  30. 30. #thinkppc Start with broad tests +143% Improvement
  31. 31. #thinkppc Then fine-tune the winner +13% Improvement
  32. 32. #thinkppc Ads Examples
  33. 33. #thinkppc Hot Audiences – Customers
  34. 34. #thinkppc From Leads to Customers Goals Time to make $$$$. Convert hot leads into paying customers. Ingredients Email marketing; Buyer Personas Metric to monitor Cost per Conversion & ROI Use Conversion Pixels to send revenue data to Facebook
  35. 35. #thinkppc 1. Use Buyer Personas Address each customer’s specific pain points Agency Startup
  36. 36. #thinkppc 2. Add Social Proof When Buying, Users’ fears often get in the way. Address this with Social Proofs and Testimonials
  37. 37. #thinkppc 3. The Elephant & The Driver DIRECT THE DRIVER, MOTIVATE THE ELEPHANT
  38. 38. #thinkppc 3. The Elephant & The Driver
  39. 39. #thinkppc Actionable Strategy Design Keep it simple. Highlight benefits, not features. Address your customers’ rational and emotional sides. Targeting Target Website Custom Audience + the Custom Audience that has all your leads; exclude existing customers. Placement Desktop: Newsfeed and Right Column. Bid oCPM optimized for conversions
  40. 40. #thinkppc 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.
  41. 41. #thinkppc Ads Examples
  42. 42. #thinkppc Hottest Audiences – Promoters
  43. 43. #thinkppc Promoters Goals Increase customer lifetime value: up-sell more products, increase loyalty, reduce churn, generate referrals. Ingredients Referral Programs, Special Offers, Early access to new products. Metric to monitor Customer Lifetime Value
  44. 44. #thinkppc Actionable Strategy Design Make the copy fun and friendly, they’re loyal customers after all! Feature your logo in the ad to attract attention. Targeting Target Custom Audiences segmented by purchase history or customer value/lifecycle stage. Placement Mobile and Desktop + eMail Marketing Bid oCPM optimized for Conversions
  45. 45. #thinkppc Adapt to your needs & market
  46. 46. #thinkppc Caffeine for Facebook Ads Spending more than $2,000 in Facebook Ads? AdEspresso can save you time & money Get 30% off for 3 months: http://adespresso.com/join-hanapin
  47. 47. #thinkppc PPC Retainers Need some assistance for your PPC? We offer on-going and one-time retainers. Learn More: http://www.hanapinmarketing.com/ppc-retainers/
  48. 48. #thinkppc Live Q&A Time!
  49. 49. #thinkppc Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com AdEpresso Feedback: massimo@adespresso.com