Susan Wenograd Utah Digital Marketing Conference 2019 Learn more at: utahdmc.org When someone discovers a new method to reach an audience, everyone starts doing the same thing and oversaturates the audience. We should not be pounding the bottom of the funnel with the hard sell. We have to change what we have been doing in the past. Learn how to approach creating effective Facebook ad funnels. This session will be filled with actionable content that will help you change what you've been doing for the better.

1. Creating Effective Facebook
Funnels
What you’re doing wrong in the
current landscape, and how to
shift your strategy to win!

2. Who Is This Totally Excited Nerd?
• 14+ years in digital, agency & client side
• Mom to 4-year-old (So I get really excited about questions from
adults.)
• VP of Marketing Strategy at Aimclear

3. @SusanEDub

4. Obligatory Logo Slide

5. (Toughest Client Ever.)

6. How It Is TodayHow It Used to Be

7. WHAT CHANGED?

8. WTF, MAN.

9. Ad Inventory – WE NEED MOAAARRR!
Ad inventory is saturated, driving up costs because demand > supply
-25%
0%
25%
50%
75%
100%
125%
150%
Additional Info: Worldwide; AdStage;
January 2017 to February 2018; Facebook
News Feed ads only
Statista 2019
Sources: Marketing Land: AdStage
Year-over-yearchange
CPCs

10. 2017-2018: “Hey, this works.”
(Everyone proceeds to do it.)
• Saturated lookalikes - the same users are getting hammered
with ads.
• Over-reliance on bottom-of-funnel conversion actions

11. May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018
OUCH

12. Today
Bottom of funnel is squeezed.
You cannot rely on it solely
anymore.
Creativity around optimization
and targeting necessary.
Constant creative testing with
frequent change-outs.
Brands want to spend more on
brand awareness, but lack way
to measure the outcomes.

13. The GOODnews:
Facebook Ads still work.
The BADnews:
Not as easily as they did.

14. Way Too Common, Y’all
Conversion
Campaign
$$$
Retargeting
$$$$

15. G. Dubs Up Front
A. Ham’s Later!
CPM Campaigns
(video, engagement)
$
Retargeting
(conversion or traffic)
$$$

16. Cold
Warm
Hot
Conversion Campaigns Attempt All of This
$
$$
$$$While charging you this

17. Time to go oldschool:
WE ARE MARKETERS

18. Your mission(and you MUST ACCEPT IT)
is to build remarketing pools.

19. Conversion:
It’s a Long and Winding Road
facebook / paidsocialprosp (direct) / (none) x 2(direct) / (none) x 2 facebook.com / referral (direct) / (none) x 2(direct) / (none) x 3
l.facebook.com / referral

20. Changing from Conversion to Funnel
LLAs +
Conversion
Campaigns + RT
Reduced spend
in above, moved
spend to video
view + RT
Weeks Spend Conversions CPA
6/5-7/3 $79,295.16 566 $140.10
7/10-7/31 $47,457.54 414 $114.63

21. Example: Video View Funnel
Ad Set Name Amount Spent Impressions CPM Purchases ROAS
1-2% Lookalike $2,937.18 384,257 $7.64 184 5.24
2-3% Lookalike $1,559.01 199,577 $7.81 47 2.64
Video Views $988.30 236,127 $4.19 40 3.26
Video View Remarketing $616.61 63,228 $9.75 15 2.62
Video view funnel:
• 301% ROAS
• Video view alone converts for better ROAS than Conversion on 3-5% LKAL
• eCPM comes in less than Conversion alone

22. Example: Engagement Funnel
Engagement funnel:
$44.67 CPA aggregate
Ad Set Amount Spent CPM CPA
Conversion Campaigns: 1% Lookalike of purchasers $8,754.61 $17.84 $91.19
Ad Set Amount Spent CPM CPA
Engagement campaigns $260.82 $4.69 $52.16
Remarketing to engaged with post/ad $498.65 $16.63 $41.55

23. Mindset Shift:
Build RT as a Goal
• Watched video
• Interacted with post or ad
• Sent a message to your Page
• Interacted with Lead Ads

24. Cold
Warm
Hot
Go for the Longer Plays
$
$$
$$$

25. Are Conversion
Campaigns Dead?!

26. Higher-Funnel, Data-Rich Optimization

27. Higher-Funnel, Data-Rich Optimization

28. Leverage High-Intent Audiences for LLAs

29. “But my campaigns
don’t ”scale

30. Cold
Warm
Hot
SCALE
HERE!
…FOR MORE
SALES HERE!

31. It’s no longer
about just site visits.

32. But building remarketing pools
means:
maximizing creative.

33. Look for specific placement wins

34. Instagram Feed Instagram Story

35. FB & IG want you to make
creative better.
Use the tools. Period.

39. FB & IG want you to engage
your audience
DO EEEEET.

42. Use it to learn & take your customers with
you!

43. MaximizeYo u r R e m a r k e t i n g

44. Test Errrryyything.

45. Use Analytics Mercilessly

47. Remarket For Long-Term Growth & Gain
1 day
5 day
7 day
etc.
utm_source
utm_campaign
Watched 10s of Video A
Watched 10s of Video B
Duration Tagging Sequencing
A B

48. Today’s Goal:
Sales
Tomorrow’s Goal:
Brand

49. Build & Measure Your Brand
Green = Direct Traffic Forecast
Purple = Direct Traffic Actual
Blue = Facebook Engagement Volume

50. Thank You!
Susan Wenograd | Account Group Director
susan@aimclear.com
Twitter: @SusanEDub

51. Susan Wenograd
susan@aimclear.com
@SusanEDub