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SOCIAL MEDIA
ACQUISITION
Who are your customers?
How do you find more of them?
Before you can acquire more
customers efficiently, you need
to understand your customer
lifecycle
SUCCESS
what people think

it looks like
what it actually

looks like
YOUR CUSTOMER LIFECYCLE
what people think

it looks like
what it actually

looks like
FUNNEL 101
ASK THE QUESTIONS
Turn Your Business Questions
How do your customers find you?

What does your funnel look like?

How long from stranger to customer?

What’s their customer experience in that
same time period?
Into Data Questions
What percentage of leads are coming from
which source?

Does time in funnel affect conversion rate?

What percentage of new leads are
customer referrals?

What percentage of your business is repeat
business?
What are your
business questions?
How can you turn them
into data questions?
MAP YOUR FUNNEL
ANSWER THE QUESTIONS
pretty
standard
funnel
VISITOR
LEAD
CLIENT REPEAT
But we’re forgetting
an important piece…
flip
the
funnel
VISITOR
LEAD
CLIENT
REPEAT
BRAND
ADVOCATE
REFERRAL
ADVOCATE
NETWORK
flip
the
funnel
VISITOR
LEAD
CLIENT
REPEAT
BRAND
ADVOCATE
REFERRAL
ADVOCATE
NETWORK
You won’t get
repeat business
from all clients, just
the happy ones
flip
the
funnel
VISITOR
LEAD
CLIENT
REPEAT
BRAND
ADVOCATE
REFERRAL
ADVOCATE
NETWORK
If you want referral
business (you do),
you need to treat
your advocates’
network like part of
your funnel
And what’s the best way
to nurture your
advocates’ networks?
Social Media
Advertising!
FUNNEL ANALYSIS
EXAMPLE
REAL ESTATE BROKERAGE
VISITOR
REGISTRANT
READY TO TOUR
TOURING
DEAL
TIME
standard
real estate
funnel
Business Questions
1. In order to help our agents prioritize touring
clients, we mark them inactive after 30 days
without touring. Is this the right threshold?

2. What is the ideal customer lifecycle in terms of
“touches” from the brokerage?

3. How often do our clients recommend our
services?
Data Questions
1. How does the number of days a customer takes
off from home touring affect their eventual close
rate?

2. Does the number of times we interact with a client
affect their close rate, or how quickly they close?

3. What percentage of our business is referral?
flip the
real estate
funnel
ADVOCATE
NETWORK
VISITOR
REGISTRANT
READY
TO TOUR
TOURING
DEAL
REPEAT
REFERRAL
INACTIVE
ADVOCATE
What We Found
How does the number of days a customer takes
off from home touring affect their eventual close
rate?
Counting touring customers inactive after 30 days
was too short. Touring can be exhausting, we found
people were not truly inactive until 55 days off.
What We Found
What percentage of our business is referral?
We didn’t have the capabilities to measure this, but
our funnel analysis flagged that and we built a
system.

We eventually found that referral customers tend to
close quicker than non-referral. We hypothesized
this was due to their familiarity with the brand and
process.
What We Found
How does the number of times we interact with a
client affect their close rate?
Once people’s touring patterns decreased, if they
didn’t put in an offer, we targeted them on
Facebook. Encouraging them to tour specific, local
listings. This worked, especially for inactive
customers.
Your Turn: Draw Your Funnel
1. Draw your funnel (keep it simple, napkins are cool)

2. Take a picture

3. Tweet it at me!

Tag @_rsamuelson and tell me what your business
does
Tip
Your business may have more than one
funnel. Consider the different types of
customers you have and how their funnels
differ.

For example, an app that connects students to
employers will have a student funnel and an
employer funnel.
SOCIAL MEDIA
FUNNEL
SOCIAL MEDIA HAS CHANGED
It used to be enough
just to build a large
community
A Guide to Facebook Advertising and Social Media Strategy
Then people started to
realize their communities
had serious power
Traffic
Rules
Everything

Around

Me
And as traffic grew,
so did conversions
A Guide to Facebook Advertising and Social Media Strategy
If your social media funnel
looks like this, you’ve only
reached the tip of the iceberg
YOUR COMMUNITY
TRAFFIC
CONVERSION
It should look like
this…
SOCIAL MEDIA USERS
TRAFFIC
CONVERSION
SOCIAL MEDIA USERS
TRAFFIC
CONVERSION
56% of Americans
STARTING FROM
THE BOTTOM
SETUP TO CONVERT FROM SOCIAL MEDIA
Do These Things First
1. Map customer journey from discovery to
objective

2. Setup conversion pixels

3. Setup customer journey assets, if you
need them

4. Tag Your Links
Customer Journey
1. Map customer journey from discovery to
objective

2. Setup conversion pixels

3. Set up landing pages, if you need them

4. Tag Your Links
This is where we get specific.
Map your customer’s journey from ad
impression on your most-utilized social
network to your objective.
Customer Journey Examples
FB Ad
Impression Click LP Sign up
What is your end goal for customers from social?
Free Trial:
Newsletter Sign-up:
Email
Capture
FB
Lead Ad
Impression
This has fewer steps because I’m using Facebook’s new
Lead Gen ads. Once you map your customer journey, fit it
to the ad options and try to cut out steps where you can.
Newsletter Sign-up:
Email
Capture
FB
Lead Ad
Impression
Your Turn: Map Your
Customer Journey
1. Map your customer journey (be specific!)

2. Take a picture

3. Tweet it at me!

Tag @_rsamuelson and tell me if you think you can
cut out any steps
Do These Things First
1. Map customer journey from discovery to
objective

2. Setup conversion pixels

3. Setup landing pages, if you need them

4. Tag Your Links
Conversion Pixels
The Linchpin of your Acquisition Operation

Easy to Install
1. Facebook Ads Manager

2. Tools -> Pixels

3. Actions -> View Pixel Code

4. Copy -> Paste into the header tag on your site
Need help installing?
Check out the resources
section for a how-to guide.
Tip
Conversion pixels can be installed into the
body of a blog post if that’s faster than
waiting for an engineer to do it.

At the very least, get one on your landing
pages so you can use them to remarket.
Do These Things First
1. Map customer journey from discovery to
objective

2. Setup conversion pixels

3. Setup customer journey assets, if you
need them

4. Tag Your Links
Customer Journey Assets
• Landing Pages

• Forms

• Email Templates

• etc

We’re not going to cover these in depth. If you
want me to, tweet at me (_@rsamuelson) and tell
me.
Do These Things First
1. Map customer journey from discovery to
objective

2. Setup conversion pixels

3. Setup landing pages, if you need them

4. Tag Your Links
Why do you need to
tag your links?
Dark Traffic
It’s estimated that 50% of
social traffic is “dark”
Dark Traffic
Definition: The social sharing
of content that occurs and
cannot be tracked by analytics
programs
Track Everything
It’s impossible to attach an ROI
to something unmeasured.
Track everything
How do you tag your
links?
You’ve Seen URLs Like This




http://www.galvanize.com/landing/data-
science?
utm_campaign=local&utm_medium=soc
ial&utm_source=facebook&utm_content
=top-cta
You’ve Seen URLs Like This




http://www.galvanize.com/landing/data-
science?
utm_campaign=local&utm_medium=soc
ial&utm_source=facebook&utm_content
=top-cta
Everything after the question mark is
called a “UTM Parameter”
Types of UTM Parameters
UTM Definition Required? Example
Campaign
specific marketing campaign or
promotion
Yes local
Medium method of sharing Yes social
Source origin of traffic Yes facebook
Content
additional details for A/B testing
or content-specific ads
No top-cta
Term suggested for paid search No
holiday-
giveaways
What does this URL mean?




http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_sour
ce=facebook&utm_content=test
What does this URL mean?




http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_source
=facebook&utm_content=test
The link was used in our
entrepreneurship content campaign
What does this URL mean?




http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_sourc
e=facebook&utm_content=test
The link was shared via social media
What does this URL mean?




http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_sourc
e=facebook&utm_content=test
The specific social media site was
www.facebook.com
What does this URL mean?




http://www.galvanize.com/create-content-
that-drives-traffic?utm_campaign=e-
content&utm_medium=social&utm_source
=facebook&utm_content=test
Let’s say you want to test which headline
will do better. You’d create the content
parameter based on which ad headline
the link is attached to. This is the test
headline.
What about utm_term?
utm_term is almost exclusively used for paid keyword
tracking in Google Adwords. You will not need to use
it for conversion on social. The link in resources about
UTM parameters covers it, if you want to learn more.
LET’S BUILD
A SOLID FOUNDATION IS KEY
Create Your Audiences
Three Kinds (on Facebook):

• Saved

• Lookalike

• Custom

Twitter and Pinterest have similar audience
setups
Saved Audiences
Saved Audiences
• No pixel required

• Easy way to save targeting groups that you use
often

• Example: Plug your competitors into “interests”
and use it to woo people to your company
Uncover New Saved Audiences
There is a $5 Twitter Experiment on Jon Loomer’s blog
that you can run to find new saved audiences

Applicable if:

• You don’t have a pixel installed

• You don’t have a ton of traffic yet

• You have a new product to test out

• You are looking for some new targeting options
$5 Twitter Experiment
1. Set up a $5 Twitter Ad

• Campaign Objective: Tweet Engagements

• You can run it from a brand account or your
personal

• Include a photo

• Use TV show targeting, if applicable as it has the
highest engagement rate
$5 Twitter Experiment
2. Let the ad run through it’s $5 budget (might take a
day or two)

3. Export the campaign information from the
“interests” tab, by day
A Guide to Facebook Advertising and Social Media Strategy
Clean Up Your Data
1. Sort by spend, delete rows that have $0 spend

2. Sort by impressions, delete any rows that have
less than 15 impressions

3. Sort by engagement rate, delete the bottom third

4. Add three blank columns to your spreadsheet
Analyze Your Data
1. Your first blank column is “Engagement Rate/CPE”

• This will give you a ranked list of the most cost-effective interest
groups to target

2. Your second blank column is “Media Views/Impressions”
• This will give you a “media view rate”
3. Your third blank column is “Media Views/Engagement Rate”
• This will give you an ER that combines media views and total
engagements

4. Sort by each of your new columns and highlight the top interests that are
high across the board
A Guide to Facebook Advertising and Social Media Strategy
Use Your Data
What happened when
we used these niche
targeting groups?
Results
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
Control Experiment #1
Cost per Lead
Results
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
Control Experiment #1
Cost per Lead
-29% Drop
in CPL
Custom Audiences:
Customer List
Where the Magic Begins
Custom Audiences can be used in three
different ways:

• Customer List

• Website Traffic

• App Activity
Custom Audiences
Customer List Examples
• Event Attendees

• Newsletter Subscribers

• Older clients that you want repeat
business from

You must have a minimum of 400 emails
or Facebook_IDs for this to work
Tip
Upload your whole customer list, create a
Lookalike Audience from it (slides on that next).
Create an ad for the Lookalike Audience.
Go get some brand new customers.
Lookalike Audiences
Lookalike Audiences
Now that you’ve created some audiences, you can
expand upon them with Lookalike Audiences:
• Based on a customer list upload

• Based on user activity on the website

• Based on who is in your community
Lookalike Audiences
every_customer_ever
every_customer_ever
Lookalike Audiences
This is based
on a custom
audience,
which was
created from
my full
customer list
Custom Audiences:
Website Traffic
Website Traffic
How to Create a Website
Traffic Audience
Let’s say you want to build an
audience on Facebook of people
who have visited your blog, so you
can serve them your newest content
A Guide to Facebook Advertising and Social Media Strategy
Change this to only capture
visitors to specific pages
(you can do custom
combinations here, too)
Input your directory or URL
keyword you want to track
visitors to
Default is 30
days. 180 is the
max. You’ll want
to use the max if
you don’t get at
ton of traffic
A Guide to Facebook Advertising and Social Media Strategy
Facebook will need some time to
build your audience, so let’s
create some ads in the meantime
NOW WE’RE HERE
AND WE’RE GONNA HAVE A GOOD TIME
Ad Planning
You should make a plan before you start making ads.
Setup a Google Sheet with these columns and dream up
all the possibilities.
Objective

Budget

Image

Landing Page URL (with tags)

Which Audience?

Additional targeting, if needed

Location, if applicable
Ad Planning: Testing
Ad Planning will also make it much easier to
test and properly track your results.
Don’t be afraid to test, just test one variable at a time:

CTA

Image

Creative

Description
Ad Setup
1. Manage Ads

2. Create Ad

3. Choose Your Objective

4. Set Audience

5. Set Budget

6. Build Your Creative

7. Launch!
Ads for Conversion
Get Local
Social Media is global, but users’
interactions are local.
Not Local
Local
This is Why
After
1-week
Not-Local Local Delta
Clicks 1668 1497 -11%
Leads 40 74 46%
CPL $40 $23 -74%
Conversion
Rate
2.40% 4.94% 51%
Tip
Local = Specific. If you’re in e-commerce and
you don't have a location to call out, keep
your ads and CTAs extremely simple and
specific.
Remarketing
Get Them Back
Think back to your funnel analysis and
ask yourself:
• Where am I losing people?

• What do they need to come back?
Get Them Back
Remember those custom audiences based
on website visitors?
This is where they come in handy.

Ads Manager -> Tools -> Audiences -> Create New
For example, I want everyone who saw
our Full Stack Program landing page,
but didn’t convert to a lead to see an
ad that will entice them to come back
Setup Your Audience
Setup Your Audience
I know that all of
my Full Stack
LPs have “fs” in
the URL (and no
other pages have
that), so I want to
include that
Setup Your Audience
But I want to
exclude people
who have seen a
“Thank You”
page, which the
user only sees
after they
become a lead
Setup Your Audience
Now, I have an audience
of 3700 people who
were interested enough
to click on an ad, but for
whatever reason, they
didn’t convert
Now Let’s Create an
Ad for Them
Create Your Ad
Remember those custom audiences based
on website visitors?
This is where they come in handy.
A Guide to Facebook Advertising and Social Media Strategy
Correct Objective
Tagged URL
Associated Pixel
A Guide to Facebook Advertising and Social Media Strategy
Build Your Creative
Based on my funnel analysis and
talking to my customers, we learned
that tuition cost was one of the biggest
hurdles our potential leads were facing
So I Served Them This
And What Do Ya Know…
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
Control Experiment #1 Remarketing
Cost per Lead
And What Do Ya Know…
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
Control Experiment #1 Remarketing
Cost per Lead
-214% Drop
in CPL
YOU’RE READY
GO GET ‘EM
Thank You
Thanks for your time!

I’d love to hear what you learned or what you’re
excited to try. Tweet at me and tell me:

www.twitter.com/_rsamuelson
Want More Content Like This?
Go To:

www.galvanize.com/blog
Resources
• $5 Twitter Experiment: www.jonloomer.com/
2015/08/23/twitter-ad-facebook-strategy/

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A Guide to Facebook Advertising and Social Media Strategy

  • 1. SOCIAL MEDIA ACQUISITION Who are your customers? How do you find more of them?
  • 2. Before you can acquire more customers efficiently, you need to understand your customer lifecycle
  • 3. SUCCESS what people think it looks like what it actually looks like
  • 4. YOUR CUSTOMER LIFECYCLE what people think it looks like what it actually looks like
  • 5. FUNNEL 101 ASK THE QUESTIONS
  • 6. Turn Your Business Questions How do your customers find you? What does your funnel look like? How long from stranger to customer? What’s their customer experience in that same time period?
  • 7. Into Data Questions What percentage of leads are coming from which source? Does time in funnel affect conversion rate? What percentage of new leads are customer referrals? What percentage of your business is repeat business?
  • 9. How can you turn them into data questions?
  • 10. MAP YOUR FUNNEL ANSWER THE QUESTIONS
  • 12. But we’re forgetting an important piece…
  • 15. flip the funnel VISITOR LEAD CLIENT REPEAT BRAND ADVOCATE REFERRAL ADVOCATE NETWORK If you want referral business (you do), you need to treat your advocates’ network like part of your funnel
  • 16. And what’s the best way to nurture your advocates’ networks?
  • 20. Business Questions 1. In order to help our agents prioritize touring clients, we mark them inactive after 30 days without touring. Is this the right threshold? 2. What is the ideal customer lifecycle in terms of “touches” from the brokerage? 3. How often do our clients recommend our services?
  • 21. Data Questions 1. How does the number of days a customer takes off from home touring affect their eventual close rate? 2. Does the number of times we interact with a client affect their close rate, or how quickly they close? 3. What percentage of our business is referral?
  • 22. flip the real estate funnel ADVOCATE NETWORK VISITOR REGISTRANT READY TO TOUR TOURING DEAL REPEAT REFERRAL INACTIVE ADVOCATE
  • 23. What We Found How does the number of days a customer takes off from home touring affect their eventual close rate? Counting touring customers inactive after 30 days was too short. Touring can be exhausting, we found people were not truly inactive until 55 days off.
  • 24. What We Found What percentage of our business is referral? We didn’t have the capabilities to measure this, but our funnel analysis flagged that and we built a system. We eventually found that referral customers tend to close quicker than non-referral. We hypothesized this was due to their familiarity with the brand and process.
  • 25. What We Found How does the number of times we interact with a client affect their close rate? Once people’s touring patterns decreased, if they didn’t put in an offer, we targeted them on Facebook. Encouraging them to tour specific, local listings. This worked, especially for inactive customers.
  • 26. Your Turn: Draw Your Funnel 1. Draw your funnel (keep it simple, napkins are cool) 2. Take a picture 3. Tweet it at me! Tag @_rsamuelson and tell me what your business does
  • 27. Tip Your business may have more than one funnel. Consider the different types of customers you have and how their funnels differ. For example, an app that connects students to employers will have a student funnel and an employer funnel.
  • 29. It used to be enough just to build a large community
  • 31. Then people started to realize their communities had serious power
  • 33. And as traffic grew, so did conversions
  • 35. If your social media funnel looks like this, you’ve only reached the tip of the iceberg
  • 37. It should look like this…
  • 40. STARTING FROM THE BOTTOM SETUP TO CONVERT FROM SOCIAL MEDIA
  • 41. Do These Things First 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Setup customer journey assets, if you need them 4. Tag Your Links
  • 42. Customer Journey 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Set up landing pages, if you need them 4. Tag Your Links This is where we get specific. Map your customer’s journey from ad impression on your most-utilized social network to your objective.
  • 43. Customer Journey Examples FB Ad Impression Click LP Sign up What is your end goal for customers from social? Free Trial: Newsletter Sign-up: Email Capture FB Lead Ad Impression
  • 44. This has fewer steps because I’m using Facebook’s new Lead Gen ads. Once you map your customer journey, fit it to the ad options and try to cut out steps where you can. Newsletter Sign-up: Email Capture FB Lead Ad Impression
  • 45. Your Turn: Map Your Customer Journey 1. Map your customer journey (be specific!) 2. Take a picture 3. Tweet it at me! Tag @_rsamuelson and tell me if you think you can cut out any steps
  • 46. Do These Things First 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Setup landing pages, if you need them 4. Tag Your Links
  • 47. Conversion Pixels The Linchpin of your Acquisition Operation Easy to Install 1. Facebook Ads Manager 2. Tools -> Pixels 3. Actions -> View Pixel Code 4. Copy -> Paste into the header tag on your site
  • 48. Need help installing? Check out the resources section for a how-to guide.
  • 49. Tip Conversion pixels can be installed into the body of a blog post if that’s faster than waiting for an engineer to do it. At the very least, get one on your landing pages so you can use them to remarket.
  • 50. Do These Things First 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Setup customer journey assets, if you need them 4. Tag Your Links
  • 51. Customer Journey Assets • Landing Pages • Forms • Email Templates • etc We’re not going to cover these in depth. If you want me to, tweet at me (_@rsamuelson) and tell me.
  • 52. Do These Things First 1. Map customer journey from discovery to objective 2. Setup conversion pixels 3. Setup landing pages, if you need them 4. Tag Your Links
  • 53. Why do you need to tag your links?
  • 54. Dark Traffic It’s estimated that 50% of social traffic is “dark”
  • 55. Dark Traffic Definition: The social sharing of content that occurs and cannot be tracked by analytics programs
  • 56. Track Everything It’s impossible to attach an ROI to something unmeasured. Track everything
  • 57. How do you tag your links?
  • 58. You’ve Seen URLs Like This 
 
 http://www.galvanize.com/landing/data- science? utm_campaign=local&utm_medium=soc ial&utm_source=facebook&utm_content =top-cta
  • 59. You’ve Seen URLs Like This 
 
 http://www.galvanize.com/landing/data- science? utm_campaign=local&utm_medium=soc ial&utm_source=facebook&utm_content =top-cta Everything after the question mark is called a “UTM Parameter”
  • 60. Types of UTM Parameters UTM Definition Required? Example Campaign specific marketing campaign or promotion Yes local Medium method of sharing Yes social Source origin of traffic Yes facebook Content additional details for A/B testing or content-specific ads No top-cta Term suggested for paid search No holiday- giveaways
  • 61. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_sour ce=facebook&utm_content=test
  • 62. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_source =facebook&utm_content=test The link was used in our entrepreneurship content campaign
  • 63. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_sourc e=facebook&utm_content=test The link was shared via social media
  • 64. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_sourc e=facebook&utm_content=test The specific social media site was www.facebook.com
  • 65. What does this URL mean? 
 
 http://www.galvanize.com/create-content- that-drives-traffic?utm_campaign=e- content&utm_medium=social&utm_source =facebook&utm_content=test Let’s say you want to test which headline will do better. You’d create the content parameter based on which ad headline the link is attached to. This is the test headline.
  • 66. What about utm_term? utm_term is almost exclusively used for paid keyword tracking in Google Adwords. You will not need to use it for conversion on social. The link in resources about UTM parameters covers it, if you want to learn more.
  • 67. LET’S BUILD A SOLID FOUNDATION IS KEY
  • 68. Create Your Audiences Three Kinds (on Facebook): • Saved • Lookalike • Custom Twitter and Pinterest have similar audience setups
  • 70. Saved Audiences • No pixel required • Easy way to save targeting groups that you use often • Example: Plug your competitors into “interests” and use it to woo people to your company
  • 71. Uncover New Saved Audiences There is a $5 Twitter Experiment on Jon Loomer’s blog that you can run to find new saved audiences Applicable if: • You don’t have a pixel installed • You don’t have a ton of traffic yet • You have a new product to test out • You are looking for some new targeting options
  • 72. $5 Twitter Experiment 1. Set up a $5 Twitter Ad • Campaign Objective: Tweet Engagements • You can run it from a brand account or your personal • Include a photo • Use TV show targeting, if applicable as it has the highest engagement rate
  • 73. $5 Twitter Experiment 2. Let the ad run through it’s $5 budget (might take a day or two) 3. Export the campaign information from the “interests” tab, by day
  • 75. Clean Up Your Data 1. Sort by spend, delete rows that have $0 spend 2. Sort by impressions, delete any rows that have less than 15 impressions 3. Sort by engagement rate, delete the bottom third 4. Add three blank columns to your spreadsheet
  • 76. Analyze Your Data 1. Your first blank column is “Engagement Rate/CPE” • This will give you a ranked list of the most cost-effective interest groups to target 2. Your second blank column is “Media Views/Impressions” • This will give you a “media view rate” 3. Your third blank column is “Media Views/Engagement Rate” • This will give you an ER that combines media views and total engagements 4. Sort by each of your new columns and highlight the top interests that are high across the board
  • 79. What happened when we used these niche targeting groups?
  • 83. Where the Magic Begins Custom Audiences can be used in three different ways: • Customer List • Website Traffic • App Activity
  • 85. Customer List Examples • Event Attendees • Newsletter Subscribers • Older clients that you want repeat business from You must have a minimum of 400 emails or Facebook_IDs for this to work
  • 86. Tip Upload your whole customer list, create a Lookalike Audience from it (slides on that next). Create an ad for the Lookalike Audience. Go get some brand new customers.
  • 88. Lookalike Audiences Now that you’ve created some audiences, you can expand upon them with Lookalike Audiences: • Based on a customer list upload • Based on user activity on the website • Based on who is in your community
  • 90. every_customer_ever Lookalike Audiences This is based on a custom audience, which was created from my full customer list
  • 93. How to Create a Website Traffic Audience
  • 94. Let’s say you want to build an audience on Facebook of people who have visited your blog, so you can serve them your newest content
  • 96. Change this to only capture visitors to specific pages (you can do custom combinations here, too)
  • 97. Input your directory or URL keyword you want to track visitors to
  • 98. Default is 30 days. 180 is the max. You’ll want to use the max if you don’t get at ton of traffic
  • 100. Facebook will need some time to build your audience, so let’s create some ads in the meantime
  • 101. NOW WE’RE HERE AND WE’RE GONNA HAVE A GOOD TIME
  • 102. Ad Planning You should make a plan before you start making ads. Setup a Google Sheet with these columns and dream up all the possibilities. Objective Budget Image Landing Page URL (with tags) Which Audience? Additional targeting, if needed Location, if applicable
  • 103. Ad Planning: Testing Ad Planning will also make it much easier to test and properly track your results. Don’t be afraid to test, just test one variable at a time: CTA Image Creative Description
  • 104. Ad Setup 1. Manage Ads 2. Create Ad 3. Choose Your Objective 4. Set Audience 5. Set Budget 6. Build Your Creative 7. Launch!
  • 106. Get Local Social Media is global, but users’ interactions are local.
  • 108. Local
  • 109. This is Why After 1-week Not-Local Local Delta Clicks 1668 1497 -11% Leads 40 74 46% CPL $40 $23 -74% Conversion Rate 2.40% 4.94% 51%
  • 110. Tip Local = Specific. If you’re in e-commerce and you don't have a location to call out, keep your ads and CTAs extremely simple and specific.
  • 112. Get Them Back Think back to your funnel analysis and ask yourself: • Where am I losing people? • What do they need to come back?
  • 113. Get Them Back Remember those custom audiences based on website visitors? This is where they come in handy. Ads Manager -> Tools -> Audiences -> Create New
  • 114. For example, I want everyone who saw our Full Stack Program landing page, but didn’t convert to a lead to see an ad that will entice them to come back
  • 116. Setup Your Audience I know that all of my Full Stack LPs have “fs” in the URL (and no other pages have that), so I want to include that
  • 117. Setup Your Audience But I want to exclude people who have seen a “Thank You” page, which the user only sees after they become a lead
  • 118. Setup Your Audience Now, I have an audience of 3700 people who were interested enough to click on an ad, but for whatever reason, they didn’t convert
  • 119. Now Let’s Create an Ad for Them
  • 120. Create Your Ad Remember those custom audiences based on website visitors? This is where they come in handy.
  • 127. Based on my funnel analysis and talking to my customers, we learned that tuition cost was one of the biggest hurdles our potential leads were facing
  • 128. So I Served Them This
  • 129. And What Do Ya Know… $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 Control Experiment #1 Remarketing Cost per Lead
  • 130. And What Do Ya Know… $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 Control Experiment #1 Remarketing Cost per Lead -214% Drop in CPL
  • 132. Thank You Thanks for your time! I’d love to hear what you learned or what you’re excited to try. Tweet at me and tell me: www.twitter.com/_rsamuelson
  • 133. Want More Content Like This? Go To: www.galvanize.com/blog
  • 134. Resources • $5 Twitter Experiment: www.jonloomer.com/ 2015/08/23/twitter-ad-facebook-strategy/