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Keeping it in the Facebook (Platform): How to Build an In-Platform Leads Funnel for Facebook Ads

In this session, Kass will teach Lead Gen advertisers how to build an effective funnel directly in the Facebook Ads platform, enabling them to collect quality leads without even requiring users to exit to an external site. Using Facebook Ads tools, both new and old, we'll cover the entire lead generation funnel from Brand Awareness to MQL/SQL data capture. By pairing the right campaigns with the right objectives all along the funnel, attendees will learn how to build audience pools for prospecting and remarketing audiences based on engagement with content right in the platform. They'll then be able to nurture users down the funnel, all the way to the desired response - more qualified leads.

Key Takeaways:
- 5 Facebook Ads Tools: technical tools to utilize to create full Lead Gen funnels, from start to finish
- Customer Resource Management: how to integrate with Facebook
- Lead Gen Funnel Best Practices and Top 2019 Tips: covers all levels (campaign structure, targeting, and creative formats)

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Keeping it in the Facebook (Platform): How to Build an In-Platform Leads Funnel for Facebook Ads

  1. 1. Keeping it in the Facebook (Platform): How to Build an In-Platform Leads Funnel for Facebook Ads Kass Botts | Paid Social Account Manager
  2. 2. Session Outcomes Actionable Takeaways: ● 5 Facebook Ads Tools: technical tools to utilize to create full Lead Gen funnels from start to finish ● Customer Resource Management: how to integrate with Facebook ● Lead Gen Funnel Best Practices and Top 2019 Tips: covers all levels (campaign structure, targeting, and creative formats)
  3. 3. A Little About Me
  4. 4. So What’s the Problem? Lead Gen advertisers are increasingly concerned about two aspects of Facebook advertising: 1. Sending users to a website with poor Conversion Rate Optimization 2. Collecting user data in compliance with data regulation policy
  5. 5. Conversion Rate Optimization (CRO) Stats¹ 68% of small businesses don’t have a documented CRO strategy. Only 52% of companies and agencies that use landing pages test them to improve conversions. Only about 22 percent of businesses are satisfied with their conversion rates.
  6. 6. Privacy Concerns
  7. 7. The In-Platform Solution² Use the available Facebook campaign goals, ad types, and audience-building tools to implement a full-funnel lead gen strategy Keeps users in the platform – they’ll never even have to click to your site
  8. 8. What You’ll Need to Master 1. Ads Manager Campaign Creation Flow 2. Video Specs & Asset Placement Customization 3. Canvas Ads – Full Screen Experience 4. Lead Form Ads Builder 5. Engagement-Based Audiences
  9. 9. Structuring Your In-Platform Funnel Determine at which point in the funnel your Lead Form Collection comes into play.
  10. 10. Structuring Your In-Platform Funnel Prospecting – Offer Your Best Top of Funnel Content 1. Video: demonstrate brand value and build engagement audiences 2. Canvas: mimic your landing page with a full screen experience 3. Lead Forms: capture user information before delivering gated content
  11. 11. Structuring Your In-Platform Funnel Retargeting – Target Engaged Audiences with Bottom of Funnel Offers • Request a Quote • Schedule a Consultation • Get a Free Trial • Sign up for a Demo • Test Drive the Platform • Contact Us
  12. 12. Using Video for Prospecting Engagement Video Ads are a great way to build brand awareness, engagement, and engagement-based audiences.
  13. 13. Using Canvas to recreate a Landing Page Canvas Ads allow for more elements to mimic your landing pages in a full screen experience ad – you can also build engagement-based audiences off of canvas ads.
  14. 14. Using Canvas to recreate a Landing Page³ source: cpcstrategy.com
  15. 15. Building a Lead Form Ad Elements of a Lead Form Ad • Form Type More Volume vs. High Intent • Intro Headline, Image, and Text • Questions • Privacy Policy • Thank You Screen
  16. 16. Audiences: Engagement-based Remarketing
  17. 17. Get Creative with Lookalike Audiences Lookalike Audiences should be based off of your most valuable customer seeds A good reason to use engagement-based custom audiences to seed Lookalike Audiences (LALs) is that you may not otherwise have great CRM lists to seed your LALs
  18. 18. CRM Integration Types of Integration Available ● Direct Integration ● Connect Facebook lead ads directly to your CRM ● Third-Party Integration ● Use a third-party system that connects your Facebook lead ads to your CRM ● Many Integrations ● Use a third-party company that allows you to connect your Facebook lead ads to many CRMs ● Facebook Marketing Partner ● Solutions involving those companies partnering directly with Facebook with the goal of allowing for scale and optimization within the Facebook system
  19. 19. CRM Integration
  20. 20. Lead Gen Best Practices⁴ Keep the lead form as simple as possible to reduce friction Use form questions that can be auto-populated by Facebook Prequalify leads by using the “High Intent” lead form type Retarget users who opened the form but did not submit it
  21. 21. Lead Gen Best Practices Combine lead form ads with video to maximize engagement Integrate with your CRM to send automatic follow-up upon submission Use Facebook lead form submission lists to retarget on other platforms
  22. 22. Lead Gen Best Practices Continually test new form types, questions, and content Provide enough information for prospecting lead ads, so users are ready to answer a call to action Use multiple choice/dropdown form questions where possible
  23. 23. Summary: Action Items To Implement, You Will Need To 1. Identify your sales funnel and where your lead forms come into play 2. Create prospecting campaigns targeting new audiences with ads that can build engagement-based retargeting audiences 3. Fill the funnel by using engagement-based audiences as lookalike audience seeds 4. Retarget to users who have engaged with prospecting video, canvas, or lead form ads to deliver bottom funnel, high-value offers
  24. 24. Q&A
  25. 25. References 1. https://outgrow.co/blog/conversion-rate-optimization-stats 2. https://www.ppchero.com/building-an-in-platform-facebook-ads-funnel/ 3. https://www.cpcstrategy.com/blog/2018/05/facebook-ad-specs-and-image- sizes-2018-the-easy-guide/ 4. http://modernmedia.io/hacking-facebook-leads/

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  • VietNam25

    Jul. 7, 2020

In this session, Kass will teach Lead Gen advertisers how to build an effective funnel directly in the Facebook Ads platform, enabling them to collect quality leads without even requiring users to exit to an external site. Using Facebook Ads tools, both new and old, we'll cover the entire lead generation funnel from Brand Awareness to MQL/SQL data capture. By pairing the right campaigns with the right objectives all along the funnel, attendees will learn how to build audience pools for prospecting and remarketing audiences based on engagement with content right in the platform. They'll then be able to nurture users down the funnel, all the way to the desired response - more qualified leads. Key Takeaways: - 5 Facebook Ads Tools: technical tools to utilize to create full Lead Gen funnels, from start to finish - Customer Resource Management: how to integrate with Facebook - Lead Gen Funnel Best Practices and Top 2019 Tips: covers all levels (campaign structure, targeting, and creative formats)

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