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

2. 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

3. 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

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

5. 1
BUILD
How do we build a strong foundation that will set us up for long term success?

6. 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

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

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

11. 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

12. “Matt. Videos are sooooooo expensive.”

13. “It takes money to make money”

14. 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

15. 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?

16. 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?”

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

18. Facebook makes it easy!

19. 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

20. 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, lists, video views, and engagement
People who already know you

21. 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 lists
Generating revenue

22. 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?

23. 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.

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

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

27. 2 4 1 3 Actionable Takeaways Start with the pixel, then go from there
@MattMasonPPC
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!

28. Resources @MattMasonPPC | @POSSIBLE

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