Drive Quality Conversions for Your Brand with Facebook Ads
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In this new live webinar, Hanapin’s Chadd Powell and DialogTech’s Blair Symes show you how to optimize the customer journey by using Facebook ads to drive the online conversions and offline phone conversations that drive revenue.
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Drive Quality Conversions for Your Brand with Facebook Ads
- 1. #thinkppc & Driving Quality Conversions for Your Brand with Facebook Ads HOSTED BY: &
- 2. Presenters • Blair Symes – Director of Content Marketing at DialogTech – @DialogTech • Chadd Powell – Senior Account Analyst at Hanapin Marketing – PPC Hero Blogger – @ChaddPowell
- 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? How marketers measure and optimize the impact of phone call conversions on the customer journey. Search | Social | Display | Email | Video | Offline
- 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 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 8. #thinkppc Why Facebook Matters: It’s the largest and most robust social network out there
- 9. Facebook has a large head start on other social networks • Facebook (2004) • Youtube (2005) • Twitter (2006) • Pinterest (2010) • Instagram (2010) • Snapchat (2011)
- 10. Its user base is large….. 93% of monthly users access Facebook on their mobile phone. Source: Facebook Q4 2016 Earnings Report
- 11. ...and majority mobile only. 62% of total monthly users only access a mobile version of Facebook. Source: Facebook Q4 2016 Earnings Report
- 12. Facebook’s most compared competitor, isn’t close…. 1.86 Billion Monthly Active Users 18% YoY Growth - 2016 Source: Facebook & Twitter Q4 2016 Earnings Reports 319 Million Monthly Active Users 4% YoY Growth - 2016 vs
- 13. #thinkppc Building Facebook Ad Experiences Think mobile first...always
- 14. Get to the point as fast as possible vs Less Text More Text
- 15. Think about interaction, both visually… With less screen real estate on mobile, imagery is the centerpiece of your ad experience. Bold colors, interesting video/photos, and creative use of brand all stand out and make efficient use of space.
- 16. ... and physically. The mobile screen isn’t just a passive viewing experience. Test interactive ad formats that use the unique abilities of a touch screen. Source: Introducing Canvas: Bring Your Brand and Product to Life on Mobile via Facebook Business Blog
- 17. Understand your mobile performance Sort your columns to understand how different placements and devices perform for you. Consider strategies to optimize toward the best performing platforms and placements.
- 18. Preview in mobile view and make optimizations Make sure to preview in mobile view or directly on your phone. Always think of how to best optimize the mobile experience.
- 19. #thinkppc Utilizing Facebook Ad Formats Match the format to your abilities and messaging
- 20. Start here...the static image ad The most common ad type on Facebook for most people. ● Image reigns supreme ● Text complements image ● Interactivity: visual Common Uses: ● Drive traffic off site ● Create remarketing audiences based on pages visited
- 21. Stepping up the interactivity....the carousel ad Best for highlighting multiple pieces of information in a compact format. ● Scrolling behavior and image are are the main focus. ● Text is very minimal ● Can use either images or video ● Interactivity: physical with visual flourishes Common Use: same as static image ad
- 22. Telling a story for the passive user...the video ad Tell a story and introduce your brand in a way that goes beyond images. ● Autoplay video feature ● Interactivity: very visual Common Uses: ● Drive traffic offsite ● Create remarketing audiences based on % or time viewed
- 23. Combining the visual and physical...Canvas! A truly mobile first ad format. Combines the visual with use of the touch interface. ● A click opens a whole new interface ● Interactivity: very visual and physical Common Uses: ● Drive traffic offsite ● Create remarketing audiences based on behavior in the ad Source: Introducing Canvas: Bring Your Brand and Product to Life on Mobile via Facebook Business Blog
- 24. #thinkppc Why Calls Matter: You can’t optimize Facebook ad ROI if you ignore calls
- 25. Explosion of phone calls from Facebook ads Source: BIA/Kelsey 12.2 billion calls in 2016 36.4 billion calls expected in 2019 Phone calls to U.S. businesses from Facebook and social ads 5.7 billion calls in 2014 Over 500% growth in calls expected from 2014 to 2019
- 26. The click-to-call revolution VS Click- to-Call Web Forms Tapping on a click-to-call button is easier and faster than filling out a web form on a smartphone.
- 27. Business that want calls have highest CPA on FB Source: Google, xAd, TravelClick, Kelley Blue Book, DialogTech, Wordstream Industry Average Facebook CPA Technology $55.21 Home Improvement $44.66 Automotive $43.84 Finance & Insurance $41.43 Industrial Services $38.21 Consumer Services $31.11 Legal $28.70 B2B $23.77 Travel & Hospitality $22.50 Retail $21.47 Real Estate $16.92 Fitness $13.29 Healthcare $12.31 Education $7.85 Calls play important role in the customer journey of many industries Insurance 75% of insurance shoppers call agent or contact center. Financial Services 68% want to call while researching purchases. Education 40% want phone conversations to learn about schools. Senior Care 70% of marketing leads are phone calls. Real Estate 50% of home buyers and sellers call realtors to engage. Automotive 25% of auto shoppers first contact a dealership by calling. Retail 51% want to call a store when buying home goods. Travel & Hospitality 35% of hotel bookings are from phone calls. Legal & Home Services 70% want to call businesses to purchase legal & home services.
- 28. Calls convert to customers and revenue Source: BIA/Kelsey 10x-15x Calls convert to revenue 10x-15x more than web leads. $1 Trillion Calls will influence $1 trillion in US consumer spending this year.
- 29. #thinkppc Tips to Drive Calls Facebook ad strategies to get more customers calling
- 30. Use “call now” button in local awareness ads Use “Call Now” button and ad language asking to call directly for special limited-time savings
- 31. Drive calls by first getting leads to visit your site CTA buttons to test: Book Now, Apply Now, Contact Us, Sign Up, Shop Now, Get Quote
- 32. Offer incentives to engage with ad and call What Mobile Travel Shoppers Look For 95% say price is important 77% say amenities are important Source: Google
- 33. Target smartphone users near your location Insurance 44% expect agent to be within 5 miles Financial 56% expect location to be within 5 miles Hotel 50% of same-day bookings made within 30 miles of hotel Automotive 53% expect dealer to be within local driving distance Senior Care 96% of seniors move to facilities in their own state Retail 57% expect location to be within 5 miles Smartphone users 3x more likely to purchase based on location proximity than tablet users • Make ad and landing page content hyper- local • Include local address and phone number Source: xAd, Priceline
- 34. Use different creative to combat ad fatigue
- 35. Try reframing your offer to see what resonates VERSION #1 VERSION #2
- 36. Test escalating your offers
- 37. Optimize landing pages to drive calls Include option to call with web forms Test “Call Now” as the main CTA of landing pages Test popup windows on landing pages to drive calls
- 38. Include click-to-call numbers/buttons on site Put call button/number on every pageInclude clickable phone numbers in listings Call Center Locations Include call button in header Permanent footer call button
- 39. Test local vs toll-free phone numbers Version A: Toll-Free Number Child tutoring provider with 750+ locations WHO THEY ARE Version B: Local Number Drove 3x the calls
- 40. Use caller data to optimize ad targeting Build Lookalike Audiences Target new audiences resembling customers who called Retarget Past Callers Tailor specific ad campaigns to target (or exclude) past callers Drove 4x the calls from ad campaigns that used caller data to target lookalike audiences If someone has a history of calling you, optimize your ads and LPs to get them to call again
- 41. #thinkppc Best Practices for Calls: Take the same data-driven approach to driving calls as you do clicks
- 42. Steps to take a data-driven approach to calls 1. Attribute calls from marketing 2. Integrate call data with marketing tools 3. Personalize caller experiences to drive sales 4. Optimize to drive more of the right calls “For marketers…simply measuring digital interactions is not enough. They need to measure phone calls.”
- 43. Data to capture for each call from marketing 1. MARKETING ATTRIBUTION Who the caller is, their phone number and geographic location, the day and time of the call, and more. 3. CALLER PROFILE DATA Where the call was sent, if it was answered, what was said, and how long the conversation lasted. Each visitor’s site activity before, during, and after the call, including their entry page and the page they called from. 2. WEBSITE INTERACTION The marketing channel, ad, keyword search, and/or other marketing source that drove each call. 4. THE CONVERSATION Which calls from each source are legitimate sales leads and which convert to opportunities and revenue. 5. SALES OUTCOME Optimize ad spend and website experiences to drive calls that drive revenue
- 44. How call attribution works: Facebook ads Two shoppers engage with different Facebook ads Trackable number unique to that visitor is displayed on all webpages. Each caller attributed to Facebook, ad, web interaction, time/day, geography, etc. #1 #2
- 45. Integrate call data with your marketing stack “We use all of the tools found in a modern marketing stack. They are all interconnected and include call conversion data.” Laura Goldberg, CMO “Whether they purchase online or over the phone, we tie policies back to our marketing mix and spend to know what’s working.” Alan Gellman, CMO Measure and optimize for the entire customer journey – both online and over the phone
- 46. How lender SnapCap attributes & optimizes calls “We’ve optimized our digital marketing to drive 68% more call conversions without increasing our cost per lead.”
- 47. #thinkppc Best Practices for Calls: Personalize the call experience to convert more callers to customers
- 48. “A personalized and relevant phone call can help you earn new customers and keep existing ones.”
- 49. Route each caller based on contextual signals Caller’s location Marketing source that drove call Time of day Caller’s answers to phone IVR Agent skillset and performance Route each caller in the best way to convert them to a customer Caller history and lead status ROUTING EXAMPLES CALL CENTERS Route to agent with expertise on the product caller is calling about Route higher % of calls to best agents STORES Route to the caller’s closest store Route to call center if store is closed DEALERSHIPS Ring every agent’s desk & cell phone at once Route unanswered calls to receptionist or call center after 30 seconds
- 50. Pass data on callers to agent before conversation “Knowing if the person is calling from a search ad after actively looking for our services versus calling after they happened to see our social ads helps agents frame the conversation.” WHO THE CALLER IS CALLER LOCATION SEARCH KEYWORDS CHANNEL & AD CALLING FROM WEB PAGE CALLING FROM FIRST TIME VS REPEAT CALLER DATA AVAILABLE AT THE TIME OF CALL :
- 51. The bottom line when it comes to calls 1. Calls are some of the most valuable conversions that a marketer can track – and they are increasing. 1. You should be optimizing Facebook and other digital advertising not just for calls, but for the right type of call. 1. Since your ROI ultimately comes down to what happens on calls, marketers should take ownership of caller experiences.
- 52. Offers! A. Get special proof-of-concept assessment with DialogTech to prove value of call tracking B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month) C. I’d like both D. No Thanks!
- 53. Live Q&A Time!
- 54. #thinkppc Thank you for attending our webinar! #thinkppc Contact Us Directly: marketing@hanapinmarketing.com DialogTech feedback: contact@dialogtech.com Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf