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Up-Leveling Your Startup's Facebook Ads
- 1. Up-Leveling Your Startup’s Facebook Ads Matt Mason Sr. Media Planner @ POSSIBLE
- 2. Senior Media Planner POSSIBLE Huge sports fan. Big Saint Louis Cardinals guy. Sports Enough said Craft Beer Recognized as one of the top 5 rising stars by PPC Hero in 2017 Rising Star @MattMasonPPC | @POSSIBLE Who’s this guy?
- 3. Learner Outcomes Build Qualify Analyze How to build a strong foundation on Facebook to sustain results How to properly build a Facebook funnel that gets you qualified leads How to recognize signs that it’s time to freshen things up @MattMasonPPC | @POSSIBLE
- 4. Why Facebook? ● *1.47B Daily Active Users ● *2B Monthly Users ● Right Place, Right Time . *Statista
- 5. BUILD How do we build a strong foundation that will set us up for long term success? 1
- 6. Leverage the pixel An analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website ● Build advertising audiences ● Unlock additional Facebook advertising tools (LAL) ● Ensure your ads are being shown to the right people
- 7. 7
- 8. How do I get a Facebook Pixel? ● Navigate to Business Settings ● Data Sources ● Pixels ● Learn More
- 10. That’s a lot of work, what does it get me? ● Conversion Tracking ● Custom Audiences ● Conversion Optimization ● Dynamic Ads ● Did I Mention Conversion Tracking?
- 11. Create engaging creative “People don’t buy WHAT you do, they buy WHY you do it.” – Simon Sinek ● People buy what they believe in ● Video whenever possible ● Clear and concise
- 12. “Matt. Videos are sooooooo expensive.”
- 13. “It takes money to make money”
- 14. Need more motivation? ● 45% of people watch more than an hour of FB videos every week ● 1/3rd of online activity is spent watching videos ● Viewers retain 95% of a message in a video compared to text ● Social video generates 1200% more shares than text and images combined
- 15. Qualify How do we ensure that we’re not just getting leads, but quality leads? 2
- 16. Stop. It’s funnel time. Qualified customers are like a relationship. Would you walk up to the most attractive person at the coffee shop and lead with, “will you marry me?”
- 17. NO! Well, maybe. But I certainly hope not.
- 18. Facebook makes it easy!
- 19. Awareness “Hi! My Name’s Matt” People have to know who you are and they have to know why they should care who you are. Remember, always start with “why”. This phase, the focus is on new people. ● Great place for a video ○ Can be used to build audiences for lower funnel tactics ● Broadest audience that makes sense for your offering ○ Great place for Lookalikes ● Video Views and Page Post Engagement are best here
- 20. Consideration “I’m really into baseball, SoulCycle, and craft beer” In this stage, we want to begin to warm the audience up. Here is where we are beginning the sales process. This is your chance to tell them what you do, how it benefits them. ● Lead forms are effective here ○ Video Views and Engagement also work ● Audience is lead by pixel, email lists, video views, and engagement ○ People who already know you
- 21. Conversion “Would you like to hang out sometime?” In this stage, we’re targeting our warmest audiences. This is the big moment that we’ve been working toward. This is where you hit them with the hard sell. ● Conversion ads ● Specific URLS and Email lists ● Generating revenue
- 22. Analyze How will I know when it’s time to change things up? 3
- 23. Just don’t panic ● Spend begins to fall ● Ad frequency increases ● Conversions begin to fall These signs are the Facebook equivalent of a check engine light in a car.
- 24. 0 10 20 30 40 50 60 70 80 90 100 $- $100.00 $200.00 $300.00 $400.00 $500.00 $600.00 $700.00 $800.00 $900.00 7/1/18 7/8/18 7/15/18 7/22/18 7/29/18 8/5/18 8/12/18 8/19/18 8/26/18 Leads Spend
- 25. What can be done? ● Creative refresh ● Higher funnel actions ● Has the audience been properly warmed? ● Test! Test! Test! This is your chance to innovate.
- 26. Start Small ● Test ● Use data to support your decision ● Don’t be afraid to fail ● It’s a chance to innovate
- 27. Build Video Start with the pixel, then go from there You can create easy videos to help engage the audience Facebook is constantly evolving, so should you! Start with why 1 3 2 4 Why Test Actionable Takeaways @MattMasonPPC | @POSSIBLE
- 29. Thanks! Any questions? You can find me at @MattMasonPPC