Utah Digital Marketing Collective 2/21/2018 Facebook Funnels On Fire & The Brave World of Bots by Susan Wenograd The power of Facebook Ads is not contained in that single conversion-focused campaign you're running. Learn the latest tactics for leveraging everything Facebook has to offer to create a full working funnel for your lead-gen efforts. Go a step further than just the same repeatable pattern of driving to a landing page for email capture, and find out how to start using different ad types to shorten the cycle, plus how to start implementing chatbots into your service and availability strategy for leads! Key takeaways: How to pair different campaign types together to work as part of a larger strategy. How to apportion budget to each effort, and how that changes over time How to get ahead of the curve on lead-gen and audience-building with chatbots - before everyone else does it! About Susan: Susan is a 13-year veteran of the digital industry with deep knowledge of paid media, and additional background in content and customer retention strategies. She has worked in-house for several retail brands, and agency-side with a variety of clients from b2b, to startups, to names like General Motors. She spends her time relishing mapping out and optimizing smart paid media tactics that create a full working funnel of leads and sales for her clients, particularly in paid social and paid search. She speaks internationally at conferences and is a regular writer for SearchEngineJournal.com, and reports on breaking news for the Marketingland.com properties. She lives in central Virginia with her husband and little girl.

1. Funnels On Fire & The
Brave World of Bots
Susan Wenograd
February 21st, 2018

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Who is this person on stage?

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1
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4
How Advertisers
Typically Do FB
Funnels? Are we, like,
making something?
“Susan, give us the
secrets!”
Beyond selling: bots
in a new era of
service & growth

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“Facebook Ads can work extremely well…”

5. How Advertisers
Typically Use
Facebook
spoiler alert:

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The reality of the auction
Your targeted population is more than you’re actually
reaching.
It says this:

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But it’s really this…
Conversion
campaigns generally
have the highest
CPMs
Facebook recommends
50 conversions/week/ad
set for Conversion
campaigns.
Advertisers frequently
try and optimize
towards a high-value
action.
…and then campaigns
do cruddy.
Likely to
convert
Likely to watch
video Likely to
engage
with post

8. Why you might be doing it wrong
The Problem With Using Only Conversion Campaigns
1. They are expensive
2. They limit your audience
3. Folks need more than one ad experience to buy/convert.

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Funnel? As in cake? (No. I wish.)
Awareness:
Large, cheaper target
Consideration:
Warm audience based on
actions as large
Conversion:
Progressive messaging

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Facebook actually wants you to do this, btw

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Funnels = Friends
Use cheaper campaign types to
cast a wide, cheap net and
identify interested users.
Lower Stakes = Lower Cost
• Users who watched 10sec of
video
• Users who interacted with
posts
• Submitted lead ad
Warm Audience
Hot, Hot, Hot!
• Video Views
• Reach
• Website Clicks
• Post Engagement
• Website Clicks
• Reach
• Conversion
Site visitor
retargeting Site visit retargeting

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“That sounds great in theory…”

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Facts.
Conversion: 1-2%
LKAL
Conversion: 3-5% LKAL
Video View: 5% LKAL
Retarget 10sec VV w/Conversion: 5% LKAL
Video view funnel:
• 301% ROAS
• Video view alone converts for better ROAS than
Conversion on 3-5% LKAL
• eCPM comes in less than Conversion alone

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Funnels can get…complex

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Step 1
Creative Audit

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Step 2
Campaign Types

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Use assets to determine campaign types & new
audience builds…
• Got videos?  Video view campaigns
• Downloadable content  Lead ad campaigns
• Healthy conversion data  Conversion campaigns

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Step 3
Audiences

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Audiences
• Email lists
• Website traffic
• Engagement audiences based on campaign types

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Step 4
Assemble!

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One of the most-asked questions in 2017…
“What are those little details
we should know that aren’t
published anywhere?”

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OK, let’s go.
Scaling budget:
In general, keep to scaling ad set
budget 20% every other day.

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Stack that social proof
Higher relevance score
Lower CPM, more
reach

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Stack that social proof
Ad Set A Ad Set B

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Stack that social proof

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Another thing about conversion campaigns…
Audience < 50,000  Website Clicks or Reach

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Another most-asked question last year
“What is on the horizon?”

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Facebook wants to be more

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Chatbots? Whuuuuuut are those?
Automated conversations via a flow of triggers, questions, answers, and options
for the user.
• MobileMonkey
• ManyChat
• ChatFuel

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Visual Builders

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Exhibit A: Give me recipes!

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Exhibit B: Let’s spend money!

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Exhibit C: Help me choose something

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I decided to test remarketing ads using a bot

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I set up an automated sequence with a few flows

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And I tested it against ads for email list sign-ups…
$8.01 per email sign up
23% open rate
5-10% clickthrough

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The results were pretty neat…
$2.17 per sign up
100% opened
100%
clicked/interacted

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Clients are embracing the scale & automation…
• Product: education curve. Inexpensive, but
intimidating
• The strategy: remarket to those who didn’t
sign up, offering to answer questions.
• The results: 18% CTR, 8 out of 10 contacts
wound up purchasing

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The chatbot opportunity
Opt in to additional, more
personalized flows: “Are you
interested in….?” with choices
Personal touch:
Thank purchasers and offer further
assistance
Custom Audience Expansion:
Users who engaged with you on
Messenger
Retargeting: Abandoned carts
Retargeting: Users who are
engaged but did not buy
Resource help: program to answer
most frequent FAQ
Chatbots bring fast,
personalized messaging to a
whole new level

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Clients are embracing the scale & automation…
• Product: education curve. Inexpensive, but
intimidating
• The strategy: remarket to those who didn’t
sign up, offering to answer questions.
• The results: 18% CTR, 8 out of 10 contacts
wound up purchasing

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I know it can feel like this

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But it’s exciting, groundbreaking, & you get to try it!

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Go forth and rock out some data, people.

44. susan@susanwenograd.com
Give me a shout!
www.susanwenograd.com
@SusanEDub