Define, reach and covert your target audience using creative advertising campaign based on your audience status in the sales funnel by Jennifer Kanaan, Program Director, Eastline Academy at ArabNet Beirut 2017

2. EASTLINE in brief
Digital Marketing Agency
18 years of experience
500+ Clients
12+ Industries
30+ Countries
6000+ Projects
10B + Ad Impressions
Digital Training Academy
Expertise
Case studies
Tools
Workshops
1on1 trainings
Corporate trainings
Consultancy

3. Table of Content
1- Consumer behavior in a mobile world
2- The new conversion funnel
3- The Facebook bidding system
4- How to define your target audience
5- Tools to reach your target audience
6- Tools to convert your target audience

4. Consumer Behavior in a mobile world

5. CONSUMER BEHAVIOR in a mobile world
People’s time and attention are on mobile
Mobile discovery influences consumer behavior
The consumer journey is fragmented across devices and
channels

6. CONSUMER BEHAVIOR in a mobile world
People’s time is limited 
It is being spent on
mobile
On mobile  More
specifically in apps

7. CONSUMER BEHAVIOR in a mobile world
Some Global Statistics:
86% use their smartphones while consuming other media
52% use their smartphone while watching TV
35% make purchases using their smartphones
96% research a product or a service on their smartphones
32% change their minds about a product while in store as
a result of researching the product on their smartphones

8. The New Conversion Funnel

9. THE NEW conversion funnel
The old conversion funnel
NOW:
Customers might discover on mobile and convert on desktop
Or
They might discover on mobile, research competition on tablet and convert in store
Or
Etc….

10. THE NEW conversion funnel

11. The Facebook Bidding System

12. The Facebook Bidding System
The Facebook ad auction:
Designed to maximize advertiser value while optimizing
the Facebook consumer experience.
The most relevant Facebook predicts an ad will be to a
person  the less it should cost for the advertiser to
show the ad to that person.

13. The Facebook Bidding System
Meet Rita.
Rita is a 25 year old woman who lives in Lebanon.
The first thing she does in the morning is open Facebook.
Auction:
- Each advertiser’s bid to serve an ad impression to a person like Rita.
- How interesting they think Rita will find each of these advertisers’ ads,
and how likely she would be to take an action (e.g., clicking or making a
purchase) after seeing the ad.
Finally, Facebook shows Rita the winning ad in her News Feed.

14. The Facebook Bidding System
A similar process happens each time a person on Facebook sees an
ad.
Today, advertisers can use their bid to tell Facebook just how much
they value a specific outcome.
The auction then uses their bid to optimize the ad for that specific
outcome.
The bid is usually the maximum amount they end up paying for
that outcome (it can sometimes be less!)

15. The Facebook Bidding System
How Total Bid is calculated?
Advertiser Bid (effective CPM bid, or eCPM)
You can bid in many ways.
Optimize for Actions or impressions, and pay based on actions or
impressions.
You can also optimize for clicks, app installs, conversions, or reach,
among other outcomes.
Facebook converts all bids to an eCPM bid so that they can rank them
apples-to-apples.
Ad Relevance
Ad relevance captures things like expected engagement (ex. clicks),
expected positive feedback (ex. likes, shares), and expected negative
feedback (ex. hiding the ad) - from the individual people in your target
audience.

16. The Facebook Bidding System
Different optimization goals  Reaching different people
Example:
Suppose men 30+ in the US have clicked and converted on a lot of Smart
Watch ads.
Since Richard is a male 30+, the algorithm estimates he is also likely to click
and convert on this ad.
Facebook predicts higher eCVR for Richard relative to other people in the
targeted audience.
Thus, the higher the eCVR, the more likely it is the ad will win the auction.

17. The Facebook Bidding System
Since Richard has a high eCVR for the Smart Watch ad, he is more
likely to see this ad if it it’s being optimized for conversions.
On the other hand, if the ad is set up to optimize for clicks, then the
system will optimize for the people who are more likely to click (but
not necessarily convert).
Facebook might show the ad to people who click on lots of things they
see on Facebook – even if they aren’t as likely to convert as Richard is.
So what do you want to optimize for?

18. The Facebook Bidding System
Targeting options:
- Age
- Gender
- Locations
- Interests (Activities, page they have liked and closely
related topics)
- Demographics (Education, employment and
relationship status)
- Behaviors (Activities done on or off Facebook: Purchase
behaviors or intents, travel preferences etc..)

19. The Facebook Bidding System
Cost Per Action (CPA)
This is the average amount that you're paying for each action people take on your ads.
Cost Per Click (CPC)
This is the amount you're paying on average for each click on your ad.
Average CPC = Total cost for ad/total clicks.
Impressions
This is the number of times your ad was served.
On mobile apps  First time it's viewed.
On all other Facebook interfaces  When placed in someone's News Feed or in the right column of Facebook.
Cost Per 1000 Impressions (CPM)
Your average CPM is the amount you're paying on average for every 1,000 impressions of your ad.
CPM =Total cost for ad / (total impressions / 1000).

20. The Facebook Bidding System
Targeting:
Core Audiences
Core Audiences are pulled from data related to
demographics: geographic demographics,
lifestyle/lifestage demographics, purchase-based
demographics, etc. This data is pulled from the
information shared in your profiles and the behaviors
exhibited on the platform.
Custom Audiences
A Custom Audience is an ad targeting option that lets
you find your existing audiences among people who
are on Facebook. There are a variety of options
available to you when creating Custom Audiences.

21. The Facebook Bidding System
Lookalike Audiences
Lookalike Audiences let you reach new people who
are likely to be interested in your business because
they're similar to a customer list you care about.
When you use Custom Audiences, you can choose to
create a Lookalike Audience that targets people who
are similar to your Custom Audience list.

22. DEFINE Your Target Audience

23. DEFINE your target audience
1- Identify your ideal customer
Your ideal customer is not everyone!
PS: The target audience online could be different than your offline audience.
Who is our target audience and how can we segment it?
What are each segment’s interests and concerns?
How can your brand add value to their life?
Why would they buy your product and not the competitor’s?
What are their profiles?
What do they do?
What are your customers’ likes and dislikes and what does that tell you about them?
What are their values?
What kind of lifestyle do they lead? How does your product or service fit into their lifestyle?

24. DEFINE your target audience
Can someone give me an example to work with?

25. REACH Your Target Audience

26. REACH Your Target Audience
Facebook Ads Manager
1- Awareness
Reach
Brand Awareness

27. REACH Your Target Audience
Reach
Designed to MAXIMIZE the number of people who see your ads over the life of your campaign.
2 optimization options: Reach V/S Impressions
Which is the right option for your campaign?

28. REACH Your Target Audience

29. REACH Your Target Audience
Set Frequency Cap: Specify how many days should lapse before someone is shown your ad
again

30. REACH Your Target Audience
Total Campaign Brand Lift:
Ad Recall
Purchase Intent
At Different Frequency Caps
Results: Frequency cap of one to two impressions per week was shown to be sufficient to
move the needle substantially on total potential brand impact.

31. REACH Your Target Audience

32. REACH Your Target Audience
Brand Awareness
Objective: Driving brand recognition  Choose Brand Awareness for Facebook & Instagram
Campaigns
The Brand Awareness objective will show your ads to the people identified in your target
audience as most likely to pay attention to them
Measure Success:
Measuring how many people remember you ad after seeing your campaign = Brand recall or ad
recall

33. REACH Your Target Audience
To generate awareness, Facebook optimizes for:
Audience reach, which is the number of people the ad is exposed to
The attention this audience gives to the campaign: how much time are they spending with the
ad?
Outside the scope
and harder to
control.

34. REACH Your Target Audience

35. REACH Your Target Audience
Measurement of Success:
Estimated Ad Recall Lift

36. REACH Your Target Audience
Reach V/S Brand Awareness
If you want to make more people aware of your brand  Brand Awareness objective, designed
to show your ads to people who are more likely to pay attention to them – Not only reach
The Reach objective lets you maximize the reach of your campaign at an efficient CPM.

37. CONVERT Your Target Audience

38. Facebook Website Conversion Ads
1- Website Conversion Ads
Conversion:
A conversion is an action that a person takes on your website..
Ex: viewing a particular page, registering, adding an item to cart or checking out.
Facebook pixel  Add on your website to monitor how your ads are performing in
terms of reaching the conversion goals.

39. Facebook Website Conversion Ads

40. Facebook Website Conversion Ads
Why is it interesting?
- Measure cross-device conversions
- Optimize delivery to people likely to take actions
- Automatically build audiences for website visitors to retarget: Create custom audiences for people
who take specific actions on your website, like visited a product page, added to cart, or purchased a
product.
- Create Lookalike Audiences
- Access Audience Insights: Get rich insights about the people who visit your website.

41. Facebook Dynamic Ads
2- Facebook Dynamic Ads
You can dynamically create and deliver personalized, relevant ads to your customers, based on
the products they’ve already shown an interest in.
Benefits:
Less time spent creating new ads
Help you increase conversions

42. Facebook Dynamic Ads
Scale Your Campaigns
Promote all of your inventory with unique
creative without having to configure each
individual ad.
You can also deliver dynamic ads across
Facebook, Instagram, and the Audience
Network.

43. Facebook Dynamic Ads
Deliver Ads at the Right Time
Set up campaigns once and they will
continually reach people with the right
offer at the right time, based on the
person’s actions taken on your website or
in your mobile app.

44. Facebook Dynamic Ads
Be Relevant
You can show people ads for products that
they have already shown an interest in.
For real-time product updates — to reflect
changes in price, inventory, and so on.

45. Facebook Dynamic Ads
Ad Formats: Single Product or Carousel Ad
When you choose the carousel format, and someone browses multiple
products on your site/app, Facebook will choose to feature:
- The last products the person viewed.
- The top-selling items from the category of products viewed.
- Products similar to the ones viewed.

46. Facebook Dynamic Ads
LET’S TAKE AN EXAMPLE!
Jasper’s Boutique, online retailer with hundreds of colors, sizes
and styles of clothing.
Potential Client: Tim
He uses his desktop computer to search for a medium-sized
blue t-shirt and finds one he likes on Jasper’s Website
He adds the shirt to cart but doesn’t complete the purchase 
Facebook Pixel captures the data.

47. Facebook Dynamic Ads
Using Dynamic Ads, Jasper’s is able to deliver an ad in Tim’s
Instagram feed for the same t-shirt + other relevant products.
This is all done without requiring Jasper’s to manually upload
new creative, update pricing or check for availability.

48. Facebook Dynamic Ads
After seeing the ad on Instagram, Tim clicks on Shop Now which
takes him to the checkout page of the website just like he left it
after the first visit.
Seamless shopping experience
And because dynamic ads are delivered across devices, he was
able to complete the purchase on his mobile device though the
original touch point was on desktop.

49. Facebook Lead Generation Ads
3- Lead Generation Ads:
Simplify lead generation across any device.
Customers can schedule an appointment or request
more information about your products and services.
Form  Already pre-filled based on the information
customers have provided to Facebook.
Perfect for mobile!

50. Facebook Lead Generation Ads
Lead ads can help you overcome some key challenges in lead generation.
Quickly grow your list: Email subscriptions, applications, registrations, pre-orders,
phone numbers etc…
Receive higher quality leads through the use of a context card 
Customize information and image.

51. Facebook Lead Generation Ads
Use Facebook’s people-based targeting to reach the right audience: people
who have already expressed intent to buy or interest in products similar to
yours.
Use Engagement Custom Audience to help you reach people who have
previously engaged with your lead ads, but didn’t submit their information.

52. Facebook Lead Generation Ads
Access a lead immediately after someone submits their form.
The integrations makes it easy to sync leads directly with your CRM system.
Try to minimize follow-up time  Longer follow-up times can adversely impact
the likelihood of conversions.

53. Facebook Lead Generation Ads
Lead Ads Functionalities:
Use Videos: Video is a powerful way to engage people and
convey your message.
Use Multiple Images: More creative real estate in news feed.
3-5 images customized to each targeted individual
Provide More Context, Be Specific: Unlike traditional link ads,
lead ads should provide more context since you’re requesting
immediate action from people.
Use Action Buttons: Apply Now, Download, Get Quote, Learn
More, Sign Up, Subscribe

54. Facebook Lead Generation Ads
Lead Ads Tips:
Offer an Incentive: In the ad creative. People are more
likely to share their personal information with you if
they are given something in return.
Include Your Value Proposition: The ad copy is the
perfect place for you to share your value proposition.
Let people know how they will benefit from filling out
the form.

55. Facebook Lead Generation Ads
Lead Ads Tips:
Ask Fewer Questions: Too many questions can result in people
abandoning your form
Add Custom Questions: Up to 3 custom questions.
Keep in mind that any text input requirement increases risk of
abandonment.
Limit the options: To 3 or 4. Less scrolling leads to a better user
experience.
You can also test different forms to lower the cost per lead.

56. Facebook Lead Generation Ads
Land Rover
The luxury automaker wanted to give
people a mobile-friendly way of
requesting a car quote — including those
who were in their target audience and
had previously shown interest in Land
Rover on another device.

57. Facebook Lead Generation Ads

58. Facebook Lead Generation Ads

59. Facebook Lead Generation Ads

60. Facebook Lead Generation Ads

61. Facebook Lead Generation Ads

62. EMAIL Marketing
Misconception 1:
Email Marketing is Dead

63. EMAIL Marketing
Misconception 2:
Email Marketing is FREE
- Email Content
- Email Design
- Tools might be free
- Analytics
- List creation!
Do not buy email lists!!

64. EMAIL Marketing
Misconception 3:
The bigger the list, the better
Small but engaged community V/S million
uninterested subscribers.
- Review and clean your list every 6 months
- Organize and divide emails based on interest,
where are they in the conversion funnel etc..
Based on your email campaign objective!

65. EMAIL Marketing
Misconception 4:
Getting to the inbox is the end game.
What if the email is never opened?
Send the right message to the right person at the
right time, with the right frequency.

66. EMAIL Marketing

67. EMAIL Marketing
Measuring and reporting:
CTR: The percentage of email recipients who clicked on one or
more links contained in a given email
(Total clicks OR unique clicks ÷ Number of delivered emails) *
100
Conversion rate: The percentage of email recipients who clicked
on a link within an email and completed a desired action such
as filling out a lead generation form or purchasing a product
(Number of people who completed the desired action ÷
Number of total emails delivered) * 100

68. EMAIL Marketing
Measuring and reporting:
Bounce Rate: The percentage of your total emails sent that could
not be successfully delivered to the recipient's inbox.
(Total number of bounced emails ÷ Number of emails sent) * 100
Overall ROI: The overall return on investment for your email
campaigns. In other words, total revenue divided by total spend.
[($ in additional sales made minus $ invested in the campaign) ÷ $
invested in the campaign] * 100

69. Remarketing
Lead Ads to
develop your
email list
Email list to send
targeted email
campaigns
People clicked
and visited the
website but did
not complete
the action.

70. ReMarketing
What is content remarketing?
Remarketing is the process of tagging your site visitors and targeting them with content after they
leave your site, in an effort to reengage them and bring them back to your site.
Opportunity to appear in front of people
who have already expressed an interest
in your website.

71. ReMarketing
With Remarketing, you can:
Turn bounced website visitors into leads.
Increase brand recall (and thus increase branded searches).
Increase repeat visitor rates and engagement.
Increase the effectiveness of search engine optimization (SEO) and content marketing.

72. ReMarketing
There are more than one remarketing strategy you can use to increase conversion rates!
1- Remarketing Ads using the GDN (Google display network)
2- Remarketing email campaigns
3- Remarketing Ads using Facebook and their network

73. ReMarketing
1- Remarketing Ads using the GDN (Google display network)
GDN for remarketing gives you a
great deal of reach.
Many times per day,
Several days per week,
And across many different sites.

74. ReMarketing
2- Remarketing email campaigns
- Ecommerce: Filled basket but no checkout!
- Example of Amazon: Got the first harry potter
book and the second is about to released.
- Offer 20% off an item they showed interest in.
- Give special discounts, exclusive items or piece
of information to get them to come back to
the site

75. ReMarketing
3- Remarketing Ads using Facebook and their affiliate network
Remarketing using: Emails or phone numbers

76. Conclusion & Questions

77. THANK YOU

78. Contact Me
Jennifer Kanaan: Eastline Academy – Program Director & Trainor
Contact:
Email: jkanaan@eastlineacademy.com
Phone Number: 03-560328