Facebook Marketing for Agents
Phillip Lee Director of Product Martech
September 21, 2022 4:00 PM PT www.ethoslife.com
Facebook Marketing Tactics to Help You Generate Leads Efficiently
01
Friendly Reminders
Turn off your camera and microphone.
02
Feel free to type your questions using the Zoom Q&A tab.
While waiting for others to come in, here are some rules and reminders to keep in mind.
03
Questions will be answered at the live Q&A after the presentation.
Caroline Hendrick Senior Marketing Manager, Paid Social
Farhan Kaskar Engineering Manager, Martech
About the Speakers
Phillip Lee Director of Product, Martech
Vishal Sankhla Vice President of Product
Learning Agenda What we'll discuss today
Facebook Ads Overview
Campaign Setup
Audiences & Targeting
Optimizing Your Campaigns
Free Tools
Questions & Answers
Advertisers spent $115 billion on Facebook Ads in 2021 With over 3 billion active users and detailed targeting, Facebook is one of the top advertising platforms
Why Advertise on Facebook
01
02
03
Granular Targeting
Facebook reaches over 3 billion users globally on multiple apps including the main Facebook App, Messenger, Instagram and Whatsapp Unrivaled Scale
As one of the more mature advertising platforms, Facebook's ad manager is flexible enough to serve both individuals and large enterprise businesses Self Serve Ads Manager
Utilizing device IDs, personal information, pixels deployed across the web, and more Facebook has one of the largest marketable identity graphs on par with Google
Identity Data = Ad Serving Data
People You Are Connected To
Physical Locations You've Visited
IP Address of Everywhere You've Used Facebook
Probabilistic Interest Segmentation
Websites You've Visited
Want to see your own data? Start Here.
How the Facebook Ad Auction Works
Source: https://stitcherads.com/facebook-has-removed-its-20-text-rule-but-should-you-still-comply/
How Do I Get Started With Facebook Advertising?
And how can I generate leads?
Facebook Business Manager
Facebook Ads Manager
Business Manager is your "command center" where you can manage your business page and multiple ad accounts
Ads Manager is where you can manage individual ad accounts and is a part of Business Manager
http://business.facebook.com/settings
How Do I Set Up A Campaign? Practical tips and advice
Awareness (Brand)
Direct Response (Lead Generation)
Educate and generate demand
Capture demand
Facebook Ad Policies Advertisers must not create lead ads questions to request the following types of information without our prior written permission.
Account Numbers Criminal History Financial Information Governmental Issued IDs Health Information Insurance Information
Political Affiliation Race or Ethnicity Religion Sexual Orientation Prefill Questions
Facebook uses a combination of automated and manual review systems to check that ads comply with Facebook's advertising policies. Often times ads may be mistakenly flagged by automated systems. Advertisers can appeal and request for manual review.
Trade Union Membership Usernames or Passwords
Facebook Ad Policy
Objective
Facebook Campaign Hierarchy It starts with your objective
Campaign
Campaign
Ad Set
Ad Set
Ads Ads Ads
Ads Ads Ads
Knowing how to setup your campaigns will allow you to reach the right users and more granular control over your ads
This structure allows you to set the campaign objective, ad set targeting and modify creative at the ad level.
Online Life Insurance Leads
$10-150 Varies by quality and source
90% of Leads do NOT convert in the first 24 hours. We recommend constantly generating leads to nurture that will eventually convert to future customers.
Cost vs. Quality Conversion rates vary
25
greatly depending on the level of granularity with targeting
20
15
Quality
10
Bidding on a broader audience may cost less but the quality may be lower Knowing your funnel and optimizing for the unit economics that make sense for your business will help you succeed with Facebook Ads
5
0
1
25
50
75
100
Cost
How do I target the right users?
Demographic and Behavioral filters help you reach the right audience
Facebook allows you to target users by:
Location
Age
Gender
Interests
Connections
Relationship Status
Languages
Education
Workplace
Device
How Can I Optimize My Campaigns? Tips to Increase Campaign Performance
Know Your Funnel
1,000,000
$0.01
Example Funnel
2,000
$5
100
$100
10
$1,000
"ROAS" or Return on Ad Spend is a metric used by marketers to determine the efficiency of their campaigns
"ROAS"
ROAS can be calculated by taking Total Revenue from channel like Facebook and dividing by the Total Ad Spend (Cost)
It takes time for the Facebook algorithm to optimize ad serving to your audience 2 weeks The more data Facebook receives on the campaign, the better it is able to optimize
Give time for campaigns to learn or "bake". Facebook campaigns exit the learning phase when they have roughly 50 or so optimization events.
Conversion Rate Optimization: Landing Page
1% average conversion rate of landing pages
Small changes can have a big impact on conversion rates. Moving Calls To Action above the fold, optimizing how quickly the site loads, or incorporating symmetric messaging have all shown measurable increases in landing page conversion rates
The Facebook Ad Campaign Lifecycle
Explore
Exploit
Exhaust
Law of Sh*tty Clickthroughs: "Over time, all marketing strategies result in sh*tty clickthrough rates."
Over time campaigns become stale and performance will start to drop. Refreshing and testing new creative, copy and audiences will keep campaigns fresh.
"Signal" refers to the data that is sent back to Facebook to help optimize campaigns. The more feedback that Facebook receives, the better the Facebook algorithm can optimize campaigns.
"Signal"
Conversions events can be sent using a web pixel or server to server via Facebook's Conversion API
Source: https://www.seerinteractive.com/blog/why-facebook-conversions-api-matters-in-a-cookie-less-future/
What Free Tools Can I Use for Facebook Ads? Top free tools to uplevel your Facebook marketing
Ad Creative: Ethos Creatives
Free Ethos Creatives
Please note: Any usage of the Ethos Name or Logo not already pre-approved requires review by the Ethos Marketing and Compliance Teams
Ad Creative: Canva
Free Creative Editor
Ad Creative: Unsplash
Free Stock Photos
Ad Education: Facebook Blueprint
Free Training on Facebook Marketing
Ad Research: Facebook Ads Library
View Ads by Other Companies
Ad Research: Answer the Public
View Popular Autofill Topics
Ad Research: Google Trends
View Search Trends
Want more resources for growing your insurance business? Book a meeting with an Ethos rep today.
Schedule a call
Send us a message at ethosagentswebinar@getethos.com if you have any questions.
Resource Page
Register for Facebook Business Account
Canva
Unsplash
Facebook Ad Library
Answer the Public
Google Trends
Ethos Agent Resources
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72Made with FlippingBook - professional solution for displaying marketing and sales documents online