In this new live webinar, Hanapin’s Chadd Powell and DialogTech’s Blair Symes show you how to optimize the customer journey by using Facebook ads to drive the online conversions and offline phone conversations that drive revenue.

1. #thinkppc
&
Driving Quality
Conversions for Your
Brand with Facebook Ads
HOSTED BY: &

2. Presenters
• Blair Symes
– Director of Content Marketing at DialogTech
– @DialogTech
• Chadd Powell
– Senior Account Analyst at Hanapin
Marketing
– PPC Hero Blogger
– @ChaddPowell

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

4. Our Clients

5. Who is DialogTech?
How marketers measure and optimize the
impact of phone call conversions on the
customer journey.
Search | Social | Display | Email | Video | Offline

6. Join the conversation
• Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to
send us questions.

7. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

8. #thinkppc
Why Facebook Matters:
It’s the largest and most robust social network
out there

9. Facebook has a large head start on other social networks
• Facebook (2004)
• Youtube (2005)
• Twitter (2006)
• Pinterest (2010)
• Instagram (2010)
• Snapchat (2011)

10. Its user base is large…..
93% of monthly users
access Facebook on
their mobile phone.
Source: Facebook Q4 2016 Earnings Report

11. ...and majority mobile only.
62% of total
monthly users
only access a
mobile version of
Facebook.
Source: Facebook Q4 2016 Earnings Report

12. Facebook’s most compared competitor, isn’t
close….
1.86 Billion Monthly Active Users
18% YoY Growth - 2016
Source: Facebook & Twitter Q4 2016 Earnings Reports
319 Million Monthly Active Users
4% YoY Growth - 2016
vs

13. #thinkppc
Building Facebook Ad Experiences
Think mobile first...always

14. Get to the point as fast as possible
vs
Less Text More Text

15. Think about interaction, both visually…
With less screen real estate on
mobile, imagery is the
centerpiece of your ad
experience.
Bold colors, interesting
video/photos, and creative use of
brand all stand out and make
efficient use of space.

16. ... and physically.
The mobile screen isn’t just a
passive viewing experience.
Test interactive ad formats that
use the unique abilities of a
touch screen.
Source:
Introducing Canvas: Bring Your Brand and Product to Life on Mobile via
Facebook Business Blog

17. Understand your mobile performance
Sort your columns to
understand how different
placements and devices
perform for you.
Consider strategies to
optimize toward the best
performing platforms and
placements.

18. Preview in mobile view and make optimizations
Make sure to preview in
mobile view or directly
on your phone.
Always think of how to
best optimize the mobile
experience.

19. #thinkppc
Utilizing Facebook Ad Formats
Match the format to your abilities and messaging

20. Start here...the static image ad
The most common ad type on
Facebook for most people.
● Image reigns supreme
● Text complements
image
● Interactivity: visual
Common Uses:
● Drive traffic off site
● Create remarketing audiences
based on pages visited

21. Stepping up the interactivity....the carousel ad
Best for highlighting multiple pieces of
information in a compact format.
● Scrolling behavior and image are are
the main focus.
● Text is very minimal
● Can use either images or video
● Interactivity: physical with visual
flourishes
Common Use: same as static image ad

22. Telling a story for the passive user...the video ad
Tell a story and introduce your
brand in a way that goes
beyond images.
● Autoplay video feature
● Interactivity: very visual
Common Uses:
● Drive traffic offsite
● Create remarketing audiences
based on % or time viewed

23. Combining the visual and physical...Canvas!
A truly mobile first ad format. Combines
the visual with use of the touch interface.
● A click opens a whole new interface
● Interactivity: very visual and physical
Common Uses:
● Drive traffic offsite
● Create remarketing audiences
based on behavior in the ad
Source:
Introducing Canvas: Bring Your Brand and
Product to Life on Mobile via Facebook
Business Blog

24. #thinkppc
Why Calls Matter:
You can’t optimize Facebook ad ROI if you
ignore calls

25. Explosion of phone calls from Facebook
ads
Source: BIA/Kelsey
12.2 billion
calls in 2016
36.4 billion
calls expected in 2019
Phone calls to U.S. businesses
from Facebook and social ads
5.7 billion
calls in 2014
Over 500%
growth in calls
expected from
2014 to 2019

26. The click-to-call revolution
VS
Click-
to-Call
Web
Forms
Tapping on a click-to-call button is easier and faster
than filling out a web form on a smartphone.

27. Business that want calls have highest CPA on FB
Source: Google, xAd, TravelClick, Kelley Blue Book, DialogTech, Wordstream
Industry
Average
Facebook CPA
Technology $55.21
Home Improvement $44.66
Automotive $43.84
Finance & Insurance $41.43
Industrial Services $38.21
Consumer Services $31.11
Legal $28.70
B2B $23.77
Travel & Hospitality $22.50
Retail $21.47
Real Estate $16.92
Fitness $13.29
Healthcare $12.31
Education $7.85
Calls play important role in the customer journey of many industries
Insurance
75% of insurance shoppers
call agent or contact center.
Financial Services
68% want to call while
researching purchases.
Education
40% want phone conversations
to learn about schools.
Senior Care
70% of marketing leads are
phone calls.
Real Estate
50% of home buyers and
sellers call realtors to engage.
Automotive
25% of auto shoppers first
contact a dealership by calling.
Retail
51% want to call a store
when buying home goods.
Travel & Hospitality
35% of hotel bookings are
from phone calls.
Legal & Home Services
70% want to call businesses to
purchase legal & home services.

28. Calls convert to customers and revenue
Source: BIA/Kelsey
10x-15x
Calls convert to revenue 10x-15x
more than web leads.
$1 Trillion
Calls will influence $1 trillion in US
consumer spending this year.

29. #thinkppc
Tips to Drive Calls
Facebook ad strategies to get more customers
calling

30. Use “call now” button in local awareness ads
Use “Call Now” button
and ad language asking
to call directly for special
limited-time savings

31. Drive calls by first getting leads to visit your site
CTA buttons to test: Book Now, Apply Now, Contact Us, Sign Up, Shop Now, Get Quote

32. Offer incentives to engage with ad and call
What Mobile Travel
Shoppers Look For 95%
say price is important
77%
say amenities are important Source: Google

33. Target smartphone users near your location
Insurance
44%
expect agent to
be within 5 miles
Financial
56%
expect
location to be
within 5 miles
Hotel
50%
of same-day bookings
made within 30 miles
of hotel
Automotive
53%
expect dealer to be
within local driving
distance
Senior Care
96%
of seniors move to
facilities in their own
state
Retail
57%
expect location
to be within 5
miles
Smartphone users
3x more likely to purchase
based on location proximity
than tablet users
• Make ad and landing
page content hyper-
local
• Include local address
and phone number
Source: xAd, Priceline

34. Use different creative to combat ad fatigue

35. Try reframing your offer to see what resonates
VERSION #1 VERSION #2

36. Test escalating your offers

37. Optimize landing pages to drive calls
Include option to call with
web forms
Test “Call Now” as the main
CTA of landing pages
Test popup windows on landing pages to drive calls

38. Include click-to-call numbers/buttons on site
Put call button/number on every pageInclude clickable phone
numbers in listings
Call Center
Locations
Include call
button in
header
Permanent
footer call
button

39. Test local vs toll-free phone numbers
Version A: Toll-Free Number
Child tutoring provider with
750+ locations
WHO THEY ARE
Version B: Local Number
Drove 3x the calls

40. Use caller data to optimize ad targeting
Build Lookalike Audiences
Target new audiences resembling
customers who called
Retarget Past Callers
Tailor specific ad campaigns to target
(or exclude) past callers
Drove
4x the calls
from ad campaigns
that used caller data
to target lookalike
audiences
If someone has a
history of calling
you, optimize your
ads and LPs to get
them to call again

41. #thinkppc
Best Practices for Calls:
Take the same data-driven approach to driving calls
as you do clicks

42. Steps to take a data-driven approach to calls
1.
Attribute
calls from
marketing
2.
Integrate
call data with
marketing tools
3.
Personalize
caller experiences
to drive sales
4.
Optimize
to drive more of
the right calls
“For marketers…simply measuring digital interactions is
not enough. They need to measure phone calls.”

43. Data to capture for each call from marketing
1.
MARKETING
ATTRIBUTION
Who the caller is,
their phone
number and
geographic
location, the day
and time of the
call, and more.
3.
CALLER
PROFILE DATA
Where the call
was sent, if it was
answered, what
was said, and
how long the
conversation
lasted.
Each visitor’s site
activity before,
during, and after
the call, including
their entry page
and the page they
called from.
2.
WEBSITE
INTERACTION
The marketing
channel, ad,
keyword
search, and/or
other marketing
source that drove
each call.
4.
THE
CONVERSATION
Which calls from
each source are
legitimate sales
leads and which
convert to
opportunities and
revenue.
5.
SALES
OUTCOME
Optimize ad spend and website experiences
to drive calls that drive revenue

44. How call attribution works: Facebook ads
Two shoppers engage with
different Facebook ads
Trackable number unique to that
visitor is displayed on all webpages.
Each caller attributed to Facebook, ad,
web interaction, time/day, geography, etc.
#1
#2

45. Integrate call data with your marketing stack
“We use all of the tools found
in a modern marketing stack.
They are all interconnected
and include call conversion
data.”
Laura Goldberg, CMO
“Whether they purchase
online or over the phone, we
tie policies back to our
marketing mix and spend to
know what’s working.”
Alan Gellman, CMO
Measure and optimize for the entire customer
journey – both online and over the phone

46. How lender SnapCap attributes & optimizes calls
“We’ve
optimized our
digital
marketing to
drive 68%
more call
conversions
without
increasing our
cost per lead.”

47. #thinkppc
Best Practices for Calls:
Personalize the call experience to convert more
callers to customers

48. “A personalized and
relevant phone call can
help you earn new
customers and keep
existing ones.”

49. Route each caller based on contextual
signals
Caller’s location
Marketing source that drove call
Time of day
Caller’s answers to phone IVR
Agent skillset and performance
Route each
caller in the
best way to
convert them to
a customer
Caller history and lead status
ROUTING EXAMPLES
CALL CENTERS
Route to agent with expertise on the product
caller is calling about
Route higher % of calls to best agents
STORES
Route to the caller’s closest store
Route to call center if store is closed
DEALERSHIPS
Ring every agent’s desk & cell phone at once
Route unanswered calls to receptionist or call
center after 30 seconds

50. Pass data on callers to agent before conversation
“Knowing if the
person is calling from
a search ad after
actively looking for
our services versus
calling after they
happened to see our
social ads helps
agents frame the
conversation.”
WHO THE CALLER IS
CALLER LOCATION
SEARCH KEYWORDS
CHANNEL & AD CALLING FROM
WEB PAGE CALLING FROM
FIRST TIME VS REPEAT CALLER
DATA AVAILABLE AT THE
TIME OF CALL :

51. The bottom line when it comes to calls
1. Calls are some of the most valuable conversions that a
marketer can track – and they are increasing.
1. You should be optimizing Facebook and other digital
advertising not just for calls, but for the right type of call.
1. Since your ROI ultimately comes down to what happens
on calls, marketers should take ownership of caller
experiences.

52. Offers!
A. Get special proof-of-concept assessment with
DialogTech to prove value of call tracking
B. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!

53. Live Q&A Time!

54. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Us Directly: marketing@hanapinmarketing.com
DialogTech feedback: contact@dialogtech.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf