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3 Steps to Boost Facebook Ads ROI with Customer Journey Maps

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This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).

Session description: Fix the flaws of the traditional marketing funnel. Transform your marketing to maximize profitability. Learn an easy 3 step process for applying these techniques with Facebook Ads.

Published in: Business
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3 Steps to Boost Facebook Ads ROI with Customer Journey Maps

  1. 1. TargetChoice Dmitriy Kruglyak CEO, TargetChoice dk@targetchoice.com 3 Steps to Boost Facebook Ads ROI with Customer Journey Maps
  2. 2. TargetChoice Facebook Opportunity at a Glance Source: https://www.facebook.com/business/products/ads ♦ Targeting ♦ Content ♦ Measurement ♦ Optimization ♦ API ♦
  3. 3. TargetChoice Facebook User's Mindset • Mobile • Newsfeed • Personal • Interactive • Scrolling • Noisy • Low Intent Search
  4. 4. TargetChoice Keys to Advertising Success 📹 Content 🏹 Targeting 🔎 Tracking 📈 Optimization
  5. 5. TargetChoice Keys to Advertising Success 📹 Content 🏹 Targeting 🔎 Tracking 📈 Optimization Customer Journey
  6. 6. TargetChoice Targeting & Tracking (Hierarchy) Persona Data • 40+ targeting classes • Age, gender, interests, etc • Great for cold prospecting! Marketing Signals • Customer Journey Events • Pixel, App SDK, offline, native • Use event parameters! Conversion Goals • Rules based on signals • Leads, sales, engagement • Optimization enabled here! Custom Audiences • Rules based on signals • Web, apps, native, offline • Building blocks for funnels!
  7. 7. TargetChoice Building Audiences (by Data Source) CRM • Best Customers (by RFM) • Fresh Leads to Sell • Legacy Data to Revive Online • Web/App Engagement • Web/App Leads & Signups • Web/App Transactions Offline • Brick & Mortar Transactions • Call Center (by phone) • Snail Mail Offline Actions Facebook • Video Viewers • Lead Form Interaction • Messenger Engagement Data Asset Activation
  8. 8. TargetChoice Building Lookalikes (by most Audience Types) • Pick an Audience • Pick Countries • Pick % Similarity • Make Lookalikes • Test Acquisition • Get New Audiences • Rinse & Repeat
  9. 9. TargetChoice Customer Journey: A Timeline Example  Ad Views  Ad Clicks  Page Views  Lead Captures  Triggered Emails  Sale Transactions
  10. 10. TargetChoice Customer Journey: Audience Mapping Buyer Emails 1% Lookalike Explainer Video 95% Views Lead Website Pixel 30-Day Lead Website Pixel 30-Day New Lead Email Onboard Sequence New Buyer Email Upsell Sequence Purchase Website Pixel 30-Day
  11. 11. TargetChoice Customer Journey: “TOSS” Building Blocks Touchpoints • Online (Web, App, etc) • Offline (POS, Call Center, etc) • Facebook (Page, Ads, Msng) Offers • Engagement (View, AddCart,...) • Data Capture (Lead, Signup,…) • Sale (% Off, BOGO, Bundle,…) Stages • Prospecting & Acquisition Type • Lead Nurturing Type • Cross-Sell/ Upsell Type Steps • Specific Events / Audiences • Linked to Touchpoint / Offer • Any # Per Stage / Funnel Customer Journey Map
  12. 12. TargetChoice Customer Journey: The 3-Step Process Details: Fix Your Marketing with Customer Journey Map [ http://targetchoice.com/fix-your-marketing-with-a-customer-journey-map/ ] Map “Current State” of Customer Journey • List Touchpoints / Offers / Stages / Steps (TOSS) Analyze and Reimagine Journey’s Steps • Which “TOSS” to Add, Change and Remove Tailor Marketing Campaigns to Key Steps • Build Funnels by Aligning Content with Steps
  13. 13. TargetChoice Customer Journey Makeover: TOSS Example #1 Cold Traffic Static Image Ads Standard Product Page ~$800 “Life Event Planning” Offer Purchase Success! Buyer Lookalike Explainer Video Ads Lead Magnet Opt-In Pre-Sell Email Sequence Purchase Disaster Info Product What Changed?
  14. 14. TargetChoice Customer Journey Makeover: TOSS Example #2 Buyer Lookalike Static Image Ads ZIP Submit Long Lead Form (financial offer) Lead Capture Affordable Calls Buyer Lookalike Static Image Ads w. Special Offer Mobile Click-to- Call Landing Page Retarget those who didn’t click Inbound Calls Costly Leads Lead Gen What Changed?
  15. 15. TargetChoice Customer Journey Makeover: TOSS Example #3 Buyer Lookalike Product Video Ads Shopify Product Page Add to Cart Purchase Buyer Lookalike Product Video Ads Video View Retargeting Facebook Messenger Chatbot Sequence Product Pages Add to Cart Purchase Breakeven eCommerce $$$$$ What Changed?
  16. 16. TargetChoice Dmitriy Kruglyak CEO, TargetChoice dk@targetchoice.com Blog: http://targetchoice.com/blog Site: http://targetchoice.com Page: http://fb.com/targetchoiceapp Question? Comments?

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