The paid social landscape can be difficult to navigate - the variety of platforms, formats, and KPIs can be overwhelming, especially if you’re trying to implement a comprehensive strategy that covers the entire marketing funnel. Our Head of Delivery, Craig Brown, shared his insights at a recent Masterclassing event, helping us to better understand a full-funnel approach.

1. NOVEMBER 2019
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
A Full-Funnel Approach to
Paid Social
Paid Social & Influencer Marketing Masterclass

2. AGENDA
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1
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A Little Bit About Us
The Full-Funnel Strategy

3. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
About Us.

4. ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
MEDIA CREATIVE
3 Specialisms, 1 Partner, With Zero Compromise.
Connected through Data & Measurement
TECH
INTRODUCTION

5. WHO WE WORK WITH
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

6. DELIVER A FULL-FUNNEL SOCIAL STRATEGY
Awareness.
Engagement.
Conversion.
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Stage Creative Placement KPIs
Our Recommended Approach.
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

7. AWARENESS PLACEMENTS
Using Stories to Drive Brand Awareness.
Benefits
● The lowest cost per view and
highest view through rates of any
channel
● Significantly lower CPMs
● Users are engaged in watching
short videos
Getting Started
● Video can be daunting but it
doesn’t have to be - use
Facebook’s image-to-video tool
● Keep your videos to 6-10 seconds
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

8. TARGETING TIPS TO BUILD AWARENESS
Understand Your Social Audience To Build Targeting.
Facebook Audience Insights
● Use the Audience Insights tool to benchmark your
audience against wider Facebook community
● Helps create a target audience you want to build your
awareness and affinity with
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

9. VIDEO BEST PRACTICE
Win The First 5 Seconds With Video.
Start High
Problem statement
or need
Climax/Big Reveal
Introduce product as
solution
Maintain Connection
Explain benefits + features
Offer Resolution
Offer/Deal/Promo +
Call-to-action
More product
demonstration
Source: YouTube©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

10. INNOVATIVE BRAND AWARENESS CREATIVE
Using remarketing we can later
engage with them and provide
follow up content.
Furthermore, these ads can be a
great way to gain insight on
consumer preferences.
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
Instagram Story Polls Turn A Passive Scroller Into An Engaged User.

11. MEASURE YOUR BRAND AWARENESS
Measure Campaigns' Ability To Drive Brand Awareness.
Brand lift is a measurement of the direct impact your ads are having on perceptions and behaviors
throughout the consumer journey.
What is reported
How it’s measured
Questions which this
will help answer
Ad
Recall
Brand
awareness
Brand
interest
Surveys Surveys Search
What
frequency
maximizes
ad recall?
What
gender is
driving lift in
awareness?
Is the ad
inspiring
consumers
to search?
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

12. DELIVER A FULL-FUNNEL SOCIAL STRATEGY
Awareness.
Engagement.
Conversion.
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Stage Creative Placement KPIs
Our Recommended Approach.
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

13. ENGAGEMENT PLACEMENTS
Don’t Be Afraid Of The Audience Network.
● Presents a good opportunity to
drive traffic to site
● Significantly lower CPCs than feed
ads
● Feeds have the greatest reach, but
also carry some of the highest CPCs
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

14. OVERLAY DATA TO QUALIFY AUDIENCE
Leveraging 3rd Party Data Throughout Campaigns.
Affinity &
In-Market
Affinity audiences based
on searches and content
being viewed, while
in-market takes it a step
further and overlays
buying habits
Look-a-Like Targeting
Modeling user-profiles
from our 1st-party data -
and overlaying this on
other strategies for
maximum impact
Household Income
Overlay household
income will help us
qualify audiences who
are more likely to
purchase
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

15. COLLECTION ADS
Features a primary video or
image with four smaller
accompanying images below in a
grid-like layout.
Users that tap the ad are taken to
an “Instant Experience” to
browse or learn more without
ever having left Facebook or
Instagram.
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
Seamlessly Navigate From Discovery To Purchase.

16. CAPTURE CUSTOMER DATA POST-PURCHASE
Use Lead Forms To Collect Data.
Facebook form ads can reduce cost per sign up by 50%:
○ Removing the need to leave the Facebook
platform
○ Auto-populating forms with customer’s information
○ Allowing strong 1st-party audience targeting cross
device
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

17. FACEBOOK MESSENGER
1.3 Billion
monthly users
20 Billion
monthly messages
between
consumers and
businesses
78%
of smartphone
owners use
Messenger
Begin A Conversation With Messenger.
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

18. DELIVER A FULL-FUNNEL MEDIA STRATEGY
Awareness.
Engagement.
Conversion.
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
Stage Creative Placement KPIs
Our Recommended Approach.
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

19. PURCHASE PLACEMENTS
Be Where The Buyers Are.
● Facebook Marketplace offers an opportunity to
reach those in-market to purchase
● 800 million worldwide users, offering extensive
reach
● Great chance to maximize on consumer mindset and
convert those who have engaged with you
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

20. Smart Retargeting To Convert Your Visitors.
20
DRIVING PERFORMANCE
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

21. Run Offer & Seasonal Promo Ads To Visitors.
FACEBOOK PROMO ADS
Get Festive for the Holidays!Promote Offerings & Deals
©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.

22. Los Angeles
4551 Glencoe Ave, Ste 330
Marina del Rey, CA 90292
Cheers!
New York
25 Broadway, 5th Floor
New York, NY 10004
Alex Moody
Head of Sales
929-216-0131
alex@nmpidigital.com
Craig Brown
Head of Delivery
646-568-9777
craig@nmpidigital.com
Andrew Henry
VP, Client Services
646-568-9777
andrew@joystickinteractive.com