Up-Leveling Your Startup’s Facebook Ads Matt Mason Sr. Media Planner @ POSSIBLE

Who’s this guy? @MattMasonPPC | @POSSIBLE POSSIBLE Senior Media Planner Rising Star Recognized as one of the top 5 rising stars by PPC Hero in 2017 Sports Huge sports fan. Big Saint Louis Cardinals guy. Craft Beer Enough said

Learner Outcomes Build Qualify Analyze @MattMasonPPC | @POSSIBLE 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

Why Facebook? *1.47B Daily Active Users *2B Monthly Users Right Place, Right Time . *Statista

1 BUILD How do we build a strong foundation that will set us up for long term success?

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

How do I get a Facebook Pixel? Navigate to Business Settings Data Sources Pixels Learn More

That’s a lot of work, what does it get me? Conversion Tracking Custom Audiences Conversion Optimization Dynamic Ads Did I Mention Conversion Tracking?

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

“Matt. Videos are sooooooo expensive.”

“It takes money to make money”

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

How do we ensure that we’re not just getting leads, but quality leads? 2 Qualify How do we ensure that we’re not just getting leads, but quality leads?

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?”

NO! Well, maybe. But I certainly hope not.

Facebook makes it easy!

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

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

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

How will I know when it’s time to change things up? 3 Analyze How will I know when it’s time to change things up?

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.

What can be done? Creative refresh Higher funnel actions Has the audience been properly warmed? Test! Test! Test! This is your chance to innovate.

Start Small Test Use data to support your decision Don’t be afraid to fail It’s a chance to innovate

2 4 1 3 Actionable Takeaways Start with the pixel, then go from there @MattMasonPPC | @POSSIBLE Actionable Takeaways 2 4 Start with the pixel, then go from there Start with why Build Why Video Test 1 3 You can create easy videos to help engage the audience Facebook is constantly evolving, so should you!

Resources @MattMasonPPC | @POSSIBLE https://www.akvertise.com/facebook-video-ads-small-business/ https://www.jonloomer.com/2017/02/09/importance-facebook-pixel/ http://susanwenograd.com/ https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en https://www.socialmediaexaminer.com/ https://www.slideshare.net/MattMason41/upleveling-your-startups-facebook-ads

Any questions? You can find me at @MattMasonPPC Thanks! Any questions? You can find me at @MattMasonPPC