[WMD 2015] AdEspresso >> Massimo Chieruzzi, "The Facebook Funnel: How To Turn Leads Into Customers Into Raving Fan(atic)s"

How to Cook The Perfect Growth Engine With Facebook Ads

by Massimo Chieruzzi@MassimoCw

Massimo Chieruzzi -

Yes, I’m Italian…

Massimo Chieruzzi -

Massimo Chieruzzi - Massimo Chieruzzi -

Facebook Advertising offers a plethora of

options


Infinite opportunities to screw up!


Demand Fulfillment

Massimo Chieruzzi - @MassimoCw

People don’t go to Facebook to make decisions. They go to Facebook to avoid making decisions!


Demand Generation


Cooking the Perfect Growth

Visitors

Leads

Customers

Promoters

Appetizer

Soup

Entrée

Dessert

Massimo Chieruzzi -

Appetizer


AppetizerGoalsAttract visitors to our website and build an audience in the cheapest way possible.

Ingredients Content. Awesome, unique, content.

Metric to monitor Cost per Website Click

Visitors

Leads

Customers

Promoters


Make it Unique & Valuable3.5M Posts every day. Most of them are crap :(

OMG! Really ???

Transparency is key in building and maintaining a strong reputation. Be honest, respectful, and mindful across all social media platforms. It’s important to be open and transparent, this makes people relate to you. It’s important to align your online persona with your offline personalty to

1


Which Post would you share?

Write Appealing Titles

The 7 Facebook Ads errors that costed me nearly

2

$250,000

ERROR

7 Top Facebook Ads errors

- OR -


Create a Recognizable 3


The RecipeDesignCatchy Title + Recognizable Branding. Prompt for Engagement

TargetingVery Broad. 1 to 2M usersCountries where you sell + Interest targeting

PlacementAnywhere! Mobile and Desktop, Newsfeed and Right Column

BidoCPM optimized for Website Clicks or Engagement


Targeting is the most important element to test here

The more you test the more you’ll understand who your customers are

Start with broad tests like gender: Men Vs. Women, Age: 13 - 30 Vs. 30-60, Interests

Once you have a winner refine your experiment

HAVE YOUT STED IT ?AE

Massimo Chieruzzi -

Soup


SoupGoalsGetting your visitors’ profile and contact information. Position yourself as thought leaders

Ingredients Lead Magnets

Metric to monitor Cost per Conversion (Lead)

Visitors

Leads

Customers

Promoters


Top Lead Magnets

eBooks

Webinars

Checklists

Giveaways

eMail Courses


Make it Quick to ConsumeLead Magnets should provide immediate gratification

1

Users won’t be ready to move to the next course until they’re done with the soup!


More Value = More The ask should be proportional to perceived value

2

NewslettereBook


Address a Specific Niche3Don’t try to satisfy everyoneAddress specific problems of your customers

Massimo Chieruzzi -

Meh…

Massimo Chieruzzi -


Hell Yeah,I Need It!


The RecipeDesignClear Call To Action. Highlight the problem. Specify it’s FREE.

TargetingWebsite Custom Audience: Website Visitors in the last 60 days.Exclude existing leads with a CA

PlacementDesktop Newsfeed and Right Column

BidoCPM optimized for Conversions


Targeting testing is not very useful, as we’re targeting website visitors.

You may still want to run some experiments on top of the Website Custom Audience to find most profitable audience niches.

Design testing is the most important. Image, Title, Post’s text, call to action.

Start with broad experiments and then fine-tune

HAVE YOUT STED IT ?E

+143% Improvement

Start with broad experiments


+13% Improvement

Then fine-tune the winner


Massimo Chieruzzi -

Entrée


EntréeGoalsIt’s time to make money. We need to convert our hot leads into paying customers

Ingredients eMail marketing, Buyer Personas

Metric to monitor Cost per Conversion & ROIUse Conversion Pixel to pass

Visitors

Leads

Customers

Promoters


Use Buyer PersonasAddress each customer’s specific pain point

1

StartupAgency


Add Social ProofWhen Buying, Fear is the Strongest Emotion Address it with Social Proofs and Testimonials

2


Use Call To ActionsTell your users what to do next to boost your conversion rate

3


The RecipeDesignKeep it simple. Highlight benefits not features. Address both rational and emotional side of customers.

TargetingWebsite Custom Audience + Custom Audience with all our leads.Exclude existing customers

PlacementDesktop: Newsfeed and Right Column.



Analyze CTR & Conversion Rate to understand if it makes more sense to test Ads or Landing Pages

Test different value proposition of your product within the Post’s text.

Test if showing the product’s price helps or not.

Split Test Newsfeed Vs. Right Column. The more your brand is recognizable the best Right Column will work.

HAVE YOUT STED IT ?E

Massimo Chieruzzi -

Side


SideGoalsConvince tough users to pay at least $1 and become customers

Ingredients Un-refusable Offer (aka Tripwire)

Metric to monitor Cost per ConversionTotal Customer Value

Visitors

Leads

Customers

Promoters

Low Value Customers


Make an offer they can't Reduce any friction, make it totally painless

1


Immediately Follow UpOnce they’ve paid… make them pay more

2

Massimo Chieruzzi -

Dessert


DessertGoalsIncrease loyalty, generate referral, upsell products

Ingredients Referral Program, Special Offers

Metric to monitor Customer Value

Visitors

Leads

Customers

Promoters


The RecipeDesignMake it personal, they’re loyal customers! Use your brand in the picture to attract attention.

TargetingCustom Audiences segmented by purchase history or customer value

PlacementMobile And Desktop + eMail Marketing



Cook Based on Your Unique

Visitors

Leads

Customers

Promoters

Consumer Product+

Great Content

Consumer Product+

Low Price Point

B2B Product+

Sales Team

B2B Product+

Self Service

by @MassimoCw

Thank you!

www.adespresso.com@AdEspresso

[WMD 2015] AdEspresso >> Massimo Chieruzzi, "The Facebook Funnel: How To Turn Leads Into Customers Into Raving Fan(atic)s"

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