drive quality conversions for your brand with facebook ads

#thinkppc&

Driving Quality Conversions for Your

Brand with Facebook Ads

HOSTED BY: &

Presenters• Blair Symes

– Director of Content Marketing at DialogTech

– @DialogTech

• Chadd Powell– Senior Account Analyst at Hanapin

Marketing– PPC Hero Blogger– @ChaddPowell

– 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?

Our Clients

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

Live Poll Question #1How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

#thinkppc

Why Facebook Matters:It’s the largest and most robust social network

out there

Facebook has a large head start on other social networks

• Facebook (2004)• Youtube (2005)• Twitter (2006)• Pinterest (2010)• Instagram

(2010)• Snapchat (2011)

Its user base is large…..

93% of monthly users access Facebook on their mobile phone.

Source: Facebook Q4 2016 Earnings Report

...and majority mobile only.

62% of total monthly users only access a mobile version of Facebook.

Source: Facebook Q4 2016 Earnings Report

Facebook’s most compared competitor, isn’t close….

1.86 Billion Monthly Active Users

18% YoY Growth - 2016Source: Facebook & Twitter Q4 2016 Earnings Reports

319 Million Monthly Active Users

4% YoY Growth - 2016

vs

#thinkppc

Building Facebook Ad ExperiencesThink mobile first...always

Get to the point as fast as possible

vs

Less Text More Text

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.

... 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

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.

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.

#thinkppc

Utilizing Facebook Ad FormatsMatch the format to your abilities and messaging

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

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

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

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 adSource:

Introducing Canvas: Bring Your Brand and Product to Life on Mobile via Facebook Business Blog

#thinkppc

Why Calls Matter:You can’t optimize Facebook ad ROI if you

ignore calls

Explosion of phone calls from Facebook ads

Source: BIA/Kelsey

12.2 billioncalls in 2016

36.4 billion calls expected in 2019

Phone calls to U.S. businesses from Facebook and social ads

5.7 billioncalls in 2014

Over 500% growth in calls expected from 2014 to 2019

The click-to-call revolution

VSClick-to-Call

Web Forms

Tapping on a click-to-call button is easier and faster than filling out a web form on a smartphone.

Business that want calls have highest CPA on FB

Source: Google, xAd, TravelClick, Kelley Blue Book, DialogTech, Wordstream

IndustryAverage

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

Insurance75% of insurance shoppers call agent or contact center.

Financial Services68% want to call while

researching purchases.

Education40% want phone conversations

to learn about schools.

Senior Care70% of marketing leads are phone calls.

Real Estate50% of home buyers and sellers call realtors to engage.

Automotive25% of auto shoppers first

contact a dealership by calling.Retail51% want to call a store when buying home goods.

Travel & Hospitality35% of hotel bookings are

from phone calls.

Legal & Home Services70% want to call businesses to purchase legal & home services.

Calls convert to customers and revenue

Source: BIA/Kelsey

10x-15xCalls convert to revenue 10x-15x

more than web leads.

$1 TrillionCalls will influence $1 trillion in US

consumer spending this year.

#thinkppc

Tips to Drive CallsFacebook ad strategies to get more customers

calling

Use “call now” button in local awareness ads

Use “Call Now” button and ad language asking to call directly for special

limited-time savings

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

Offer incentives to engage with ad and call

What Mobile Travel Shoppers Look For 95%

say price is important77%

say amenities are important Source: Google

Target smartphone users near your location

Insurance44%

expect agent to be within 5 miles

Financial56% expect

location to be within 5 miles

Hotel50%

of same-day bookings made within 30 miles

of hotel

Automotive53%

expect dealer to be within local driving

distance

Senior Care96%

of seniors move to facilities in their own

state

Retail57%

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

Use different creative to combat ad fatigue

Try reframing your offer to see what resonates

VERSION #1 VERSION #2

Test escalating your offers

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

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

Test local vs toll-free phone numbersVersion A: Toll-Free Number

Child tutoring provider with 750+ locations

WHO THEY ARE

Version B: Local Number

Drove 3x the calls

Use caller data to optimize ad targeting

Build Lookalike AudiencesTarget new audiences resembling

customers who called

Retarget Past CallersTailor 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

#thinkppc

Best Practices for Calls:Take the same data-driven approach to driving calls

as you do clicks

Steps to take a data-driven approach to calls

1.Attributecalls from marketing

2.Integratecall 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.”

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

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

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

How lender SnapCap attributes & optimizes calls

“We’ve optimized our

digital marketing to drive 68% more call

conversions without

increasing our cost per lead.”

#thinkppc

Best Practices for Calls:Personalize the call experience to convert more

callers to customers

“A personalized and relevant phone call can

help you earn new customers and keep

existing ones.”

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

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 :

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.

2. You should be optimizing Facebook and other digital advertising not just for calls, but for the right type of call.

3. Since your ROI ultimately comes down to what happens on calls, marketers should take ownership of caller experiences.

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 bothD. No Thanks!

Live Q&A Time!

#thinkppc

Thank you for attending our webinar! #thinkppc

Contact Us Directly: [email protected] feedback: [email protected]

Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf

mailto:[email protected]

mailto:[email protected]