Do you know the most effective elements of your paid social campaigns? Do you know how to identify opportunities for improvement? Whether you’re just launching campaigns or a seasoned PPC professional, this webinar will help you invest wisely and win in your market. Watch this Webinar to learn the critical components of a successful ad campaign and start implementing them tomorrow. In this webinar, you’ll learn: • How to effectively target your audience. • How to choose the proper channels and campaign types for your goals. • How to design compelling ad creatives and landing pages that convert. Often, poorly formulated tactics lead to low-quality traffic and can negatively affect conversions. Join us as Amy Bishop, owner and marketing consultant at Cultivative Marketing (and Paid Media Writer for Search Engine Journal), explains the essential elements you need to know about building effective paid social media campaigns.

2. • 11+ Years in Digital Ads
• Let’s Chat: @Hoffman8
@hoffman8

3. @hoffman8
Audience
Targeting
Knowing (and finding) your target audience.
Getting
Creative Right
Building Creative that Attracts & Engages
3 Steps for Creating Paid Social Campaigns that Convert
Increasing
Conversions
The Most Common Pitfalls that Negatively
Impact Conversions

4. Audience Targeting

5. • What are they solving for?
• Where do they get their information?
• What characteristics make them a good
prospect?
• What are indicators that they are in-market?
• What influences them?
• What else do we know about their demographics
& firmographics?
Know Your Audience
Psst: Need to build personas?
Check out these free
questionnaires:
B2B: http://bit.ly/2HqnSaf
B2C: http://bit.ly/2FwxmV1

6. Put Your Data to Use

7. 1.
Identify top purchaser
demographics & zero in
2. Further segment by layering
interests & other demographics
3. Identify interests to target.
4.
Monitor performance to flesh out &
validate personas.

8. 1.
Identify top purchaser
demographics & zero in
2. Further segment by layering
interests & other demographics
3. Identify interests to target.
4.
Monitor performance to flesh out &
validate personas.

9. Create Targeting Profiles to Support Personas

10. Create Targeting Profiles to Support Personas

11. Linkedin Targeting
Go Beyond The Job Title
Affiliations and
Publications often
Have Groups
Skills Can Be
Good Indicators
of Job
Responsibilities
Company Size,
Industry &
Seniority Level
Help Qualify
Leads
Test Layering Different Attributes In Different Campaigns

12. Aligning Targets & Content At Each
Stage

13. Targeting options to get in front of people
who do not know their options yet.
Targeting options to capture people seeking
solutions & re-engage prospects.
Targeting options to convert hot traffic.
Align Your Content With Your Targets

14. Top of Funnel Targeting Suggestions
• Interest based targeting
• Demographic Targeting
• Cold Prospect Lists
• Broad Lookalike Audiences
• Account Based Marketing
@hoffman8
Note: exclude lower-funnel targets to
ensure that traffic runs through the middle
and bottom funnel campaigns

15. Middle of Funnel Targeting Suggestions
• Warm Custom Audiences
• Video Viewers
• People that Follow Your Page
• People that Engaged with Posts
• People that Have Engaged with Mid-Funnel Content
@hoffman8
Note: exclude lower-funnel targets to
ensure that traffic runs through the middle
and bottom funnel campaigns

16. Bottom of Funnel Targeting Suggestions
• People who Abandon Cart
• People who Abandon Forms
• Visitors of High-Intent Pages (pricing, etc.)
• Viewers of Specific Products or Services
• Low Funnel Custom Audiences
@hoffman8

17. Broad Targeting Test
LEADS CPL LEADS CPL
$6.71
$2.75
215
165
BROAD
TARGETING
Geo-targeted to priority locations
No Other Targeting Filters
Traffic driven to a landing page.
NARROW
TARGETING
Geo-targeted to priority locations
Leveraging Interest Targeting
Traffic driven to a landing page.

18. Designing Creatives that Convert

19. Make a Good First Impression
Can’t Afford a Designer? Check Out *FREE* Tools Like Canva or low-cost
subscription tools like Creatopy or Ripl
DO:
Put your best
foot forward
with a
professional
looking image
DON’T:
Create ads
that don’t
create a clear
line of sight

20. Make a Good First Impression
DO:
Put your best
foot forward
with a
professional
looking image
DON’T:
Create ads
that don’t
create a clear
line of sight

21. Make Your Value Proposition Obvious
• An MIT study found that the
human brain can process an
image in as little as 13
milliseconds
• The visual creative of your ad
is most likely to grab the
attention of your market

22. Which Ad Won?
@hoffman8

23. Which Ad Won?
#1
Nearly double the lead
volume of the second-
place ad.
@hoffman8

24. Exactly What Are They Getting?
DON’T:
Leave People
Wondering
What Your
Product is For
DO:
Be As Clear
As Possible
About Why
Your
Prospects
Need Your
Product

25. Which Ad Won?
@hoffman8

26. Which Ad Won?
@hoffman8
#1
10x Lead Volume at a 40%
Lower CPL

27. Maximize Use of Your Space

28. Maximize Use of Your Space

29. Consider Your Offers
Offers can be
sales and
discounts but
they don’t have
to be.
Offers can
also be used
to increase
average order
value.

30. Leverage
Engagement
Increasing post engagement can be a cheap way
to create remarketing pools.
Plus, in a recent analysis with one of our clients,
we noticed a possible correlation between high
volumes of post engagement & lead volume.
@hoffman8

31. Leveraging Social
Proof
Delivered ads to an email list of existing happy
customers.
Received images and reviews in the comments.
Used the post ID to plug that ad into prospecting
campaign to leverage the social proof.
@hoffman8

32. Be Relevant!
Use what you know, based upon
your targeting or their previous
engagement to improve
relevance!

33. Set Expectations for the
Landing Page Experience

34. Set Expectations for the
Landing Page Experience

35. Test Videos, When Possible
@hoffman8
The Plan
Leverage video view
objective to educate and
inform
Remarket video views

36. Test Videos, When Possible
@hoffman8
The Plan
Leverage video view
objective to educate and
inform
Remarket video views

37. Thumbnails Matter
A client tested thumbnails with all
else consistent and was able to
drop CPL by 50% by designing
something that aligns with all of
the principles we’ve just
discussed.
Guys.
Is this a
good first
impression?

38. Which Ad Won?
@hoffman8

39. Which Ad Won?
@hoffman8
5x Lead Volume & a 43%
Lower CPL Than the
Runner Up
#1

40. Which Ad Won?
@hoffman8
#1
#2

41. Increasing Conversions

42. Test Better Qualifying Audiences & Lookalikes
@hoffman8

43. Lack of Data
Bidding algorithms *love* data, so when data is
limited, it hampers the ability to optimize.
Even if your ad set is driving conversions, low data
volume will cause inconsistent performance and
cause CPL to be volatile.

44. Optimizing to a Higher Funnel Conversion
After Optimizing for ATC
Increase in Add to Cart
After Optimizing for ATC
Increase in Purchases
After Optimizing for ATC
Increase in Purchase Value
@hoffman8

45. Consider Adding Accelerated Checkout
Options
@hoffman8

46. Test Different Leadflows
@hoffman8

47. Facebook LeadGen Forms
Testing Facebook leadgen forms can increase lead
volume by making conversion quick and simple.
7x Increase in Conversion Rate
By switching to leadgen forms
@hoffman8

48. Reduce Friction Higher in the Funnel
Leveraged an informational conversion
action in place of transactional in effort
to increase lead volume.
Shared Informational Content
Nurtured high-funnel leads to improve
sales readiness.
Nurtured Leads
1
2
@hoffman8

49. @hoffman8
Audience
Targeting
Know Your Audience & Use That to Find
Them
Getting
Creative Right
Create Engaging, Relevant Creative
In Summary
Increasing
Conversions
Look for Ways to Scale, Based Upon Your Data

50. Amy Bishop
amy@cultivativemarketing.com
www.CultivativeMarketing.com
www.linkedin.com/amybishopmarketing
@hoffman8