drive quality conversions for your brand with facebook ads
TRANSCRIPT
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#thinkppc&
Driving Quality Conversions for Your
Brand with Facebook Ads
HOSTED BY: &
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Presenters• Blair Symes
– Director of Content Marketing at DialogTech
– @DialogTech
• Chadd Powell– Senior Account Analyst at Hanapin
Marketing– PPC Hero Blogger– @ChaddPowell
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– 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?
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Our Clients
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Who is DialogTech?
How marketers measure and optimize the impact of phone call conversions on the
customer journey.
Search | Social | Display | Email | Video | Offline
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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 #1How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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#thinkppc
Why Facebook Matters:It’s the largest and most robust social network
out there
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Facebook has a large head start on other social networks
• Facebook (2004)• Youtube (2005)• Twitter (2006)• Pinterest (2010)• Instagram
(2010)• Snapchat (2011)
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Its user base is large…..
93% of monthly users access Facebook on their mobile phone.
Source: Facebook Q4 2016 Earnings Report
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...and majority mobile only.
62% of total monthly users only access a mobile version of Facebook.
Source: Facebook Q4 2016 Earnings Report
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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
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#thinkppc
Building Facebook Ad ExperiencesThink mobile first...always
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Get to the point as fast as possible
vs
Less Text More Text
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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.
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... 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
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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.
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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.
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#thinkppc
Utilizing Facebook Ad FormatsMatch the format to your abilities and messaging
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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
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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
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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
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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
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#thinkppc
Why Calls Matter:You can’t optimize Facebook ad ROI if you
ignore calls
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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
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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.
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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.
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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.
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#thinkppc
Tips to Drive CallsFacebook ad strategies to get more customers
calling
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Use “call now” button in local awareness ads
Use “Call Now” button and ad language asking to call directly for special
limited-time savings
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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
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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
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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
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Use different creative to combat ad fatigue
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Try reframing your offer to see what resonates
VERSION #1 VERSION #2
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Test escalating your offers
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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
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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
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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
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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
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#thinkppc
Best Practices for Calls:Take the same data-driven approach to driving calls
as you do clicks
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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.”
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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
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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
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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
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How lender SnapCap attributes & optimizes calls
“We’ve optimized our
digital marketing to drive 68% more call
conversions without
increasing our cost per lead.”
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#thinkppc
Best Practices for Calls:Personalize the call experience to convert more
callers to customers
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“A personalized and relevant phone call can
help you earn new customers and keep
existing ones.”
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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
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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 :
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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.
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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!
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Live Q&A Time!
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#thinkppc
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