+Facebook Ads: Is Your Website Ready To Convert Cold Traffic?
+ About Me
Port City Young Professionals Networking GroupFounder and Administrator
Greater Wilmington Chamber of CommerceCurrent Board Member
UNCW Alumni AssociationBoard of Directors, pastUNCW Communication Studies Alumni ChapterPast President
Quality Enhancement for Non Profit Organizations (QENO)Coach
Jenna Curry MarketingLead Digital Strategist/Owner, Remedy Digital Agency
+Today’s Agenda
Welcome/Expectations
Roll Call – Your Business & Social Networks
SEO vs Lead Generation
Landing Pages that Convert
The Facebook Pixel
Sales Funnels & Retargeting
Tips & Hacks
Questions
+Social Media/Online Marketing Roll Call
Service Based Business
E-Commerce
Facebook Ads?
Business Manager?
Facebook Pixel
Sales Funnel
Landing Pages
+SEO vs Lead Generation
“If you build it, they will come”
+Lead Generation with Facebook Ads
The Facebook Pixel
Custom Audiences
Retargeting Capabilities
+Is your website ready to convert cold traffic?
Warm Traffic Cold Traffic
+Website Home Page vs Landing Page
Website Home Page
+Website Home Page vs Landing Page Subdomain hosted through Clickfunnels: offer.thedanceglobal.com
+Landing Pages Ready to Convert
Has one goal in mind for conversion
Is capturing data for audience retargeting
Mobile friendly – ability to hide and customize for mobile
A/B Test Different Landing Pages
No Navigation
Privacy Policy
CRM
Schema
+Landing Page Builders Clickfunnels <3
Landingi
Wordpress Landing Page Plugin
+3rd Party Integrations
Webinars
EMSP’s for auto responders and email nurture sequences
Zapier
CRM’s
+How to Access the Facebook Pixel inBusiness Managerhttps://Business.Facebook.com
+The Facebook Pixel
What is the Pixel?
A Piece of code that tracks personal Facebook ID’s.
Allows tracking across multiple devices.
Kind of like how Google tracks IP addresses with a cookie (but doesn’t track across devices)
Access pixel assets using Business Manager
Build Audiences
Event Tracking
Retargeting
+The Facebook Pixel
What is the Pixel?
A Piece of code that tracks personal Facebook ID’s.
Allows tracking across multiple devices.
Kind of like how Google tracks IP addresses with a cookie (but doesn’t track across devices)
Access pixel assets using Business Manager
Build Audiences
Event Tracking
Retargeting
+Pixel Your Site Plugin for Wordpress
Manually installs the general event pixel in the header of every page of your Website
+ Pixel Your Site
FREE VERSION: Custom Events, PRO: Dynamic Events (on clicks, page scroll, mouse over)
PRO VERSION: Woocommerce, Easy Digital Downloads, YouTube Videos, Pinterest
+The Facebook Pixel Helper
Facebook Pixel Helper Chrome Extension
+The Facebook Pixel Helper
Facebook Pixel Helper Chrome Extension
+Schema
+The New Facebook Pixel
Standard Events
Custom Events
+The Facebook Pixel
Exclusions
Date Range
Look-a-like Audiences
Average Lifetime Value
**New Updates You can target Instagram and Facebook Event Engagement
Ability to Create Custom Audiences -Crucial in Re-targeting
+The Facebook Pixel
Pixel Optimization
A pixel requires 20-30 event triggers PER AD SET, PER WEEK in order for Facebook to properly optimize for the desired action (it will still work without this, but just won't be as effective).
This means that when you launch a campaign - start with an easier event trigger than one that may not be getting 20-30 per week per ad set.
+Sales Funnel – Awareness, Consideration, Decision
Top of Funnel Awareness/Branding Level
Talk about the WHY. Why is this important to the consumer?
Middle of Funnel Consideration/Education Level
Talk about the HOW. How do we get the consumer their "why.” Why does X do what they do.
Bottom of Funnel Decision/Purchase
Talk about the WHAT. What it is they actually get and for them to buy it today.
For example - if you're doing an event funnel - a typical funnel first builds awareness (maybe that's a Canvas or video), then consideration (proof building) and acquisition (retargeting). TED would get away with pushing people straight to the purchase page with a retargeting sequence as the name and authority is already there.
+Sales Funnel
Awareness Blogs
Videos
E-Book Downloads
Influencer Referrals
Reviews
Press
Slideshare
Consideration
Decision/Purchase
+Calculating Ad Spend
+Hacks for higher click through rate
Use Alt Codes in posts
Facebook Emojis yield better click through rate
Re-share the “CTA link” in the post text. (preferably with shortened link with bit.ly)
Chicks get clicks
Add captions to videos
Social Proof on Ads (run PPE campaign to fans or customers)
Use the same Post ID for the same ad
+Hacks/Messaging• Don’t bury the lead/Most important above
the fold• Direct Response Copy• Capitalize headlines• Thumb Stopping Image/Video + Headline is
most important
+My Facebook Ads Sales Funnel
+Facebook Ads Sales Funnel
+Facebook Ads Results27 leads at $13.49/lead
+Questions?