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Sarah Humphrey – Director of Social Media

Beyond Facebook Awareness Integrating Facebook Advertising at Every Stage of the Sales Funnel

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Page Zero Media

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The Evolution of Facebook Advertising

Early Right Column Ads Some Current Ad Formats

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Facebook Advertising: Within Each Phase of the Sales Cycle

Awareness •  Finding New Customers:

Pitfalls & Strategy

Consideration •  Leverage Content

Decision •  Remarketing Tips & Pitfalls

Loyalty •  CRM, Email & Facebook

Ads

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Tips and Pitfalls for Facebook Awareness Campaigns

Awareness Phase

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Brand Awareness Tip 1 New Customers by Targeting Competitors

Competitor Brands, Interests & Purchase Behaviours

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Photo Printing & Wall Art §  Customers upload images §  Select medium §  Canvas §  Acrylic §  Metal

§  Select size §  Delivered to home

Brand Awareness Tip 1 New Customers by Targeting Competitors

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Brand Awareness Tip 1 New Customers by Targeting Competitors

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Narrows target audience by adding a second condition List of Relevant List of Required Interests Interests Audience Size Audience Size

Brand Awareness Tip 2 Secondary Interest or Behavior

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Brand Awareness Tip 2: Secondary Behavior or Interest

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Brand Awareness Tip 2 Customer Lookalike Audiences

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§  Use Facebook data to generate a list of potential customers that are similar to an existing selected audience

§  Email Address Lists (Customer Lists) §  Website Visitors (Remarketing Audience)

Brand Awareness Tip 3 Site Visitor Lookalike Audiences

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Granular Audience Lists

Brand Awareness Tip 3 Site Visitor Lookalike Audiences

Site Visitors

1 Target Market

Categories determine who customers are –

1 audience per category

Products are tailored to customers - as many

audiences as site traffic will allow

A Few Distinct Targets Product-Specific Targets

All customers are the same – 1 lookalike audience for

everyone

General Site Visitors Category Page Visitors Product Page Visitors

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Site Visitor Lookalikes §  Remarketing lists that are as granular as your site and products/categories

allow

§  Exclude those who visit multiple category pages of the site

§  Lookalike will be highly targeted §  Allow for greater ad creative customization

§  Ad images and text featuring specific products/product lines §  Landing page relevant to the original audience

§  At the adset level – exclude those who have converted recently

Brand Awareness Tip 3 Site Visitor Lookalike Audiences

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Brand Awareness Tip 4 Customer Lookalike Audiences

Confirmation

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Leverage Content To Inform and Engage Your Target Market

Consideration Phase

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Who are you targeting? §  Aware of your brand or product §  May follow you on Facebook §  Educating themselves about the topic §  Comparing to competitors

What should you do? §  Create content that will help in their decision §  Establish your brand as an expert §  Remain top of mind

What is the Consideration Phase?

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§  Written Site Content §  Blog posts §  Resource articles §  Calculators/tools

§  Engaging Media §  Videos §  Instructional Slides & How-to’s

§  Interactive Activities §  Quizzes §  Contests

Consideration Phase: Leverage your Content

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Graphic Designers & Printers

§  2016 Pantone Colors of the year

§  Designing with Translucents

Consideration Phase Blog Post Content

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Crafters & Scrapbookers §  Inspiration & ideas §  Techniques & tutorials

Consideration Phase Blog Post Content

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Common Customer Questions §  Ask a few key points §  Budget §  Duration §  Visiting goals §  Interests

§  Recommend a Rim, additional information on that rim and several tours

Consideration Phase Quizzes and Activities

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Boosted Posts §  Target Audience: “Engagers”

Consideration Phase Selecting Ad Objectives

Conversion Ads §  Target Audience: “Converters”

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Ad Objective: Engagement Ad Objective: Conversions

Consideration Phase Tip Selecting Ad Objectives

What is the same? §  Clicks §  Frequency §  Budget §  Reach

What is different? §  Conversions §  Engagement

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Granular and Effective Remarketing

Purchase Decision Phase

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What is Remarketing? §  Custom audiences from your website §  Encourage site visitors to return and complete the transaction

Granular Remarketing Basics §  Possibly multiple clicks (SEM, Display) before conversion occurs §  Aim for a lower CPA than “awareness” campaigns §  Ad creative and landing page should reflect the category/product page visited §  Watch ad frequency §  Restrict remarketing audience (max days) §  Identify underperformers and update ad creative

Purchase Decision Phase Facebook Remarketing

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Purchase Decision Phase Granular Remarketing Pitfalls

Website

Men’s Products

Hair Care

Body Wash

Women’s Products

Makeup Hair Care

Body Wash

“Leftovers”

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Purchase Decision Phase Remarketing Feedback Loop

Bounce!

Tour Provider Landing Page

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Purchase Decision Phase Remarketing Feedback Loop

Ads will continue until the duration times out or they “hide all”

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Avoid Excessive Remarketing §  Don’t create audience from common landing

pages §  Homepage §  Primary Google sitelinks §  AdWords/PPC landing pages

§  Require 2+ visits before they are added to the list

Purchase Decision Remarketing Solutions

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Purchase Decision Remarketing Solutions

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Increasing Customer Lifetime Value

Post-Purchase Decision Phase

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Customer Becomes An Email List Subscriber §  Create a Lookalike §  Send email blasts

§  Integrate CRM with Facebook advertising §  Already a customer so CPA needs to remain low §  Strategy will depend on purchase behavior of typical customers

Post-Purchase Decision Phase Increasing Customer Lifetime Value with Facebook Ads

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Crafter/Paper Enthusiast §  Purchases are somewhat random and project dependent §  Interested in new stock and trends §  Seasonal – holidays and summer crafts §  CRM – Favorite brands (ex. Kraft Papers, ColorMates)

Post-Purchase Decision Phase Paper Client Purchase Behavior

Ad Content §  New Products §  Contests

§  Crafter Blog Posts §  Sales

§  Brand Ads

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Graphic Designer/Printer §  Repeat purchase of stationery several times a year §  Some interest in new brands or finishes

Post-Purchase Decision Phase Paper Client Purchase Behavior

Blog Post Ads

Sale Ads

Urgency Ads

90 days

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§  Segments are created automatically with a variety of e-commerce and email data

§  Automatically fed into Facebook Audiences

§  Segment your list based on email activity or e-commerce data if available

§  Export the segment and upload customer list into Facebook Audiences

Post-Purchase Decision Phase Email Management Platforms

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Post-Purchase •  Increasing customer lifetime value •  Tailor audience creation to target •  Highly relevant ad content

Summary

Awareness •  Competitor targeting •  Secondary interests and behaviors •  Lookalike audience segmentation •  Customer lookalikes

Consideration •  Leverage content •  Targeted blog posts •  Videos and interactive activities

Purchase •  Granular remarketing •  Frequency •  Positive feedback loops •  2+ visits

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THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!