The last time you heard about a great product from a friend, the recommendation probably didn’t start with “buy this now”, but instead a story of your friend’s experience with that product. Yet, as marketers, we forget this and more often than not try to lead with a “buy now” message. In this presentation, JD Prater from Hanapin Marketing and CEO of AdEspresso, Massimo Chieruzzi, discuss a number of Facebook strategies that not only represents a full story of your brand or product, but captures your target audience at the right time in the sales funnel. You’ll get expert-level PPC tips like: *How to set up Facebook ads that get results *Learn how to move your audience down the sales funnel *Get cutting-edge strategies on matching your offer with your audience Explore tactical examples of Facebook ads from real companies

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&HOSTED BY:
Facebook Ads:
How To Build A Funnel For Sales, Not Likes

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Presenters
• Massimo Chieruzzi
– CEO at AdEspresso
– @massimoCW
• JD Prater
– Senior Account Manager at Hanapin
Marketing
– PPC Hero Blogger
– @jdprater

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

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

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Live Poll Question #2
How do you manage your account(s)?
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a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work for an agency.
d) I’m a consultant.

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Creating the Right Strategy
for Your Social Funnel

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Why do you need a Funnel?
Tactics work on Google AdWords…
Adwords is great for Demand Fulfillment:
Users need something -> Search For it -> Find the ad -> Buy
Easy, though it can be expensive.
Therefore, for Demand Fulfillment, basic tactics work really well:
● This advertising approach does not vary much across industries
● Ad design template is basic
● What works today will likely work next month and next year.

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Why do you need to learn how to cook?
…but they don’t work on Facebook
Facebook is great for Demand Generation:
Users have no specific need -> Discover your brand -> Engage -> Buy
(maybe).
Complex, but a huge opportunity to reach new customers.
Therefore Facebook Ads require more creativity and customization:
● Every industry’s advertising approach is different.
● What works today might not work next month and definitely not next
year.
● Ad design demands creativity and impressive content
Before you create an Ad, keep this in mind:

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People don’t go to Facebook to make decisions.
They go to Facebook to avoid decisions!
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Build the Perfect Growth Engine

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Cold Audiences

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Attracting Visitors
Goals
Attract visitors to our website
and build an audience in the
cheapest possible way.
Ingredients
Content. Awesome, unique,
content.
Metric to monitor
Cost per Website Click

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1. Make it Unique & Valuable
3.5M Posts every day. Most of them are crap :(
For Example….
“Transparency is key in building and maintaining
a strong reputation. Be honest, respectful, and
mindful across all social media platforms. It’s
important to be open and transparent, this
makes people relate to you…”
Blah, blah, blah… that’s soooo obvious! As
opposed to what? Being closed and shady ?

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2. Write Appealing Titles
Which Post would you rather share?
7 Top Facebook Ad errors
- OR -
The 7 Facebook Ad errors that cost
me almost $250,000

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3. Create Recognizable Branding

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Actionable Strategy
Design
Catchy title.
Recognizable branding. Prompts to engage users.
Targeting
Very Broad (1 to 2M users).
Target Countries where you sell. Interest targeting.
Lookalike Audiences
Placement
Anywhere! Mobile and Desktop, Newsfeed and
Right Column
Bid
oCPM for Website Clicks or Engagement

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Have you tested it ?
● Targeting is the most important element to test here.
● The more you test, the more you’ll understand who
your customers are.
● Start with broad tests like: Men vs. Women, young vs
old, Interests.
● Once you find a winner, refine your tests.

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Ads Examples

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Warm Audiences
– Leads

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Converting Visitors into Leads
Goals
Getting your visitors’ profiles
and contact information.
Position yourself as a thought
leader.
Ingredients
Lead Magnets
Metric to monitor
Cost per Conversion (Lead)

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Top Lead Magnets
● eBooks
● Webinars
● Checklists
● Giveaways
● eMail Courses

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1. Make it Quick to Consume
Lead Magnets should provide
immediate gratification
Users won’t be ready to move to the
next step until they’re done with the
Lead Magnet!

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2. More Value = More Data
The ask needs to be proportional to perceived value
eBook Newsletter

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3. Address a Specific Niche
You’ll never satisfy
everyone.
Address your customers’
specific needs.

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One size does
not fit all.
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Just for me.
Great!
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4. Use a Call-to-Action
Tell your users what to do after clicking…
and watch your conversion rate go up.

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Actionable Strategy
Design
Clear Call To Action. Highlight the problem.
Specify that it’s FREE.
Targeting
Website Custom Audience (Website Visitors in the
last 60 days).
Exclude existing leads with a Custom Audience.
Placement
Desktop Newsfeed and Right Column
Bid
oCPM optimized for Conversions

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Have you tested it ?
● Testing the demographic when targeting our website
visitors is not very useful.
● You might still want to run some tests on the
Website Custom Audience to find the most profitable
audience niches.
● Testing your ads’ designs is essential. Test Images,
Titles, Text, Calls to Action.
● Start with broad tests and then fine-tune them.

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Start with broad tests
+143% Improvement

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Then fine-tune the winner
+13% Improvement

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Ads Examples

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Hot Audiences
– Customers

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From Leads to Customers
Goals
Time to make $$$$. Convert hot
leads into paying customers.
Ingredients
Email marketing; Buyer
Personas
Metric to monitor
Cost per Conversion & ROI
Use Conversion Pixels to send
revenue data to Facebook

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1. Use Buyer Personas
Address each customer’s specific pain points
Agency Startup

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2. Add Social Proof
When Buying, Users’ fears often get in the way.
Address this with Social Proofs and Testimonials

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3. The Elephant & The Driver
DIRECT THE DRIVER, MOTIVATE THE ELEPHANT

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3. The Elephant & The Driver

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Actionable Strategy
Design
Keep it simple. Highlight benefits, not features.
Address your customers’ rational and emotional
sides.
Targeting
Target Website Custom Audience + the Custom
Audience that has all your leads;
exclude existing customers.
Placement
Desktop: Newsfeed and Right Column.
Bid
oCPM optimized for conversions

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Have you tested it ?
● Analyze CTR & Conversion Rate to figure out if it
makes more sense to test Ads or Landing Pages
● Test different value propositions of your product
within the post’s text.
● Test if displaying the product’s price increases
conversions or not.
● Split Test Newsfeed vs. Right Column. The more
recognizable your brand is, the more effective the
Right Column is.

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Ads Examples

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Hottest Audiences
– Promoters

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Promoters
Goals
Increase customer lifetime
value: up-sell more products,
increase loyalty, reduce churn,
generate referrals.
Ingredients
Referral Programs, Special
Offers, Early access to new
products.
Metric to monitor
Customer Lifetime Value

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Actionable Strategy
Design
Make the copy fun and friendly, they’re loyal
customers after all! Feature your logo in the ad to
attract attention.
Targeting
Target Custom Audiences segmented by purchase
history or customer value/lifecycle stage.
Placement
Mobile and Desktop + eMail Marketing
Bid
oCPM optimized for Conversions

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Adapt to your needs & market

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Caffeine for Facebook Ads
Spending more than $2,000 in Facebook Ads?
AdEspresso can save you time & money
Get 30% off for 3 months:
http://adespresso.com/join-hanapin

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PPC Retainers
Need some assistance for your PPC?
We offer on-going and one-time retainers.
Learn More:
http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
AdEpresso Feedback: massimo@adespresso.com