In this webinar, DialogTech’s Kelley Schultz and Hanapin’s Mary Hartman will walk you through strategy-altering methods to optimize conversions from your Facebook ads.

1. 1
www.dublindesign.com
Driving the Right Conversions
from Facebook Ads:
Your 60-Minute Masterclass
HOSTED BY:

2. Presenters
• Kelley Schultz
– Director of Digital Media and Analytics at DialogTech
– @KelleyLiefer
• Mary Hartman
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @PPCHartman

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

4. Our Clients

5. Who is DialogTech?

6. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box
to send us questions.

7. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 3 years
B. 3-5 years
C. 5-10 years
D. 10-15 years
E. 15+

8. Facebook
Advertising
Overview

9. ● LinkedIn (2002)

11. Create a
Roadmap:
Facebook Conversion
Strategy

12. On average, it takes 6 to 8 touches
to create a viable sales lead.
- Salesforce.com

13. Feed Your Funnel

14. Set your goals
● Ideal cost per conversion or
● Ideal cost per lead (CPL)
● By Funnel Level (examples)
○ Email list sign-ups = $15 Goal CPL
○ Content Download = $30 Goal CPL
○ Sales meeting = $85 Goal CPL

15. Set your goals
● Starting blocks: Evaluate
○ Avg. lead to close rate by channel
○ Value by content piece
○ Value per sale (Lifetime Value)
■ Upsell Value

17. What does the User Want?
● Top of the funnel, offer something:
○ Relevant
○ Informational / Educational
○ Entertaining
○ Tantalizing
○ Low-commitment

18. What does the User Want?
● Top of the funnel, offer something:
○ Relevant
○ Informational / Educational
○ Entertaining
○ Tantalizing
○ Low-commitment

19. What does the User Need?
● Mid-funnel, offer something:
○ To re-spark interest
○ To learn more
○ Understand your company as a
thought-leader
○ Greater interaction without full sale
■ Webinars
■ Events

20. Reassure & Close the User
● Bottom-funnel and Upsells:
○ Proof of Quality
○ Build the Brand’s Reputation
○ Use of:
■ Testimonials
■ Organizations of influence

21. Audience
Building

22. Targeting is Critical to Digital
Marketers Leverage a Wide Variety
of Targeting Data Across Digital
Channels:
Keywords
Day of Week / Time of Day
Location
Age/Gender
Job Title
Work Industry

23. Facebook Specific Targeting
US Spend on Facebook Ads
exceeded
$17 Billion
In 2017
Facebook has a wealth of data
for audience targeting:
● Demographic data
● Interests
● Behaviors
● Life Events
● 1st Party Customer Data

24. How To Build Audiences
Utilize the Ads/Business Manager
to create specific audiences that
you can use in every campaign
1. Online Traffic & Conversions
2. Offline Conversions

25. 1st Party Data for Targeting
Inbound Calls are a valuable data set that can signal:
Buying Intent
Lead Quality
Engagement Preference
Marketers can use call data to determine:
Bidding strategy & budget
Ad and landing page messaging and imagery (product/service)

26. Retarget Callers & Build
LookalikeCustom Audiences
This is your retargeting
option to try to re-engage
past callers with unique
messaging
Lookalike Audiences
Find new audiences who
resemble your best
customers

27. Share Data Among Business
Units
Upsell and Cross Sell
If your brand has multiple
business units and
product lines with
separate ad accounts,
share your data amongst
partners

28. Lookalikes
● Low-risk expansion
● Use for discovery
● Ensure your custom audience
“root” is a solid & reliable source
○ Predictable & on-topic
○ Not prone to traffic swings

29. Facebook
Conversion
Tactics

30. Assemble Your Content

31. Offer Language
● Ebook
● Whitepaper
● Crash Course
● Checklist
● Toolkit
● Guide / Guidelines
● Tips / Secrets / Solutions
● Recommended Practices
● Best Practices
● 3 Phases / 7 Keys
● Template
● Plan
● Masterclass

32. Targeting the “Easy Wins”
● Remarketing, Bottom-funnel & Upsells:
○ Distinctive brand voice
○ Promotions / Sales
○ New products, locations
○ Content offers

33. Video for Brand Recognition
● FB Goal: “Ad Recall Lift”
● Most engaged viewers (10-30 second
views) feed into remarketing lists
● Different videos by:
○ Product
○ Pain Point
○ Interest

34. Use of Pictures
● Humans vs. Things
Look at that
nice headline
down there!

35. Use of Pictures
● Give them a little taste
● Keep the message simple &
brief, especially for mobile users.

36. 54% of site visits from
Facebook come through a
mobile device.

37. Mobile Heavy Usage
93% of total
monthly users
access Facebook
on their mobile
phone.

38. Mobile ONLY Usage
62% of total
monthly users
ONLY access a
mobile version of
Facebook.

39. Facebook Direct Lead Ads

40. Facebook Mobile Friendly
Tips● Preview ads in mobile
● Image & video reign supreme
○ Copy compliments the image
○ Visual interactivity
○ Avoid copy cut-offs

41. Chatbots for Messenger
Leads

42. Why Calls Matter
as a Facebook
Conversion Type

43. Phone Calls to U.S. businesses
from Facebook and Social Ads
● 5.7 Billion calls in 2014
● 12.2 Billion calls in 2016
● 36.4 Billion calls expected in
2019
Explosion of Calls From FB Ads

44. Utilizing Click to Call functionality is easier and faster than filling out a web form.
Click to Call Revolution
Click-
to-Call
Web
Forms

45. Calls Convert to Revenue
10-15x
Calls convert to revenue 10-15x
more than web leads
$1 Trillion
Calls will influence $1 trillion in
U.S. Consumer spending this
year.

46. Tips to Drive
More Calls

47. Use “Call Now”
button and ad
language asking
prospects/customers
to call directly for
special offers
Use “Call Now” Button

48. Toll-Free Number
Test Local v. Toll Free
Numbers Local Number
Drove
3x the
Calls!

49. For Conversion focused campaigns,
make sure you give consumers the option
to convert in the easiest way possible
(especially on mobile)
Test New CTAs:
Contact Us, Book Now, Request Time
Capture Calls From Site Visits

50. Locations
Call Center
Use Click-to-Call Functionality
Permanent
footer call
button
Call
Button
in header

51. Version #1
Reframe Offers that Entice Calls
Version #2

52. Retarget Past Callers and optimize
ads/LPs to call again!
Use call data for targeting
Drove 4x
the Calls!
Utilize Lookalike Audiences based on
your customers who have called.

53. Facebook
Conversion
Tracking

54. Conversion Tracking
1. What’s most important to you?
a. Transactional: 💸 → 🐖 🏦
b. Informational: Leads, Downloads, Email list growth, Webinar
attendees 📈📊
c. Conversational: Engagement, Page Likes, Brand Building.
Feeding the funnel. 🍴🍕

55. Facebook Conversion Types

56. Facebook Attribution Settings
● Under Facebook Ads settings: Attribution window
○ 1 day, 7 day, or 28 day lookbacks
■ 28 day click-through
■ 1 day view-through
○ Adjust based on your sales funnel, lead to close time
○ Offline conversions / Events have the longest attribution
window of 60-90 days

57. Setting up Call Attribution
Offline Event Tracking
Offline event tracking is
utilized to measure and
attribute offline conversions
back to each FB campaign,
ad set, audience and ad.

58. Tracking Offline Conversions
When you pass offline events, such as call conversions, into your Facebook
Ad Account, you can create custom audiences (retargeting and lookalike)
along with custom conversions to showcase performance

59. Reporting Offline Conversions
The custom conversion you created from your offline data (Phone Calls) can
be pulled into every report: Campaign, Ad Set, Ads

60. Summary
● Consider your funnel
○ Ad copy & offer reflects audience
○ Feed top-of-funnel, close high-engagement users
● Speak to Mobile audiences with interactive content
○ Mobile-friendly conversion assets
○ Direct lead forms, click-to-call, video assets

61. Offers!
A. Get a proof-of-concept assessment with DialogTech to
prove value of call tracking.
B. I’d like to stay up-to-date on Hanapin’s all-PPC
conference, Hero Conf.
C. I’d like both!
D. No, thanks.

62. Live Q&A Time!

63. Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact DialogTech Directly: kelley.schultz@dialogtech.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf