+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

remedydigitalagency.comjenna@remedydigitalagency.com

+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?