November 17, 2019
7-Figure Funnel Recipe: Use Google Ads to Supercharge Your FB Profits | SheCommerce Barcelona 2019

7-Figure Funnel Recipe: Use Google Ads to Supercharge Your FB Profits | SheCommerce Barcelona 2019


Okay, let’s do this. First of all, thank you for coming.
I’m excited to see such a room of smart women. I’ve learned so much today already
and I hope if I show a little what I do, you can learn and I can help you
grow your business as well. Aside from organizing SheCommerce,
I have Pixel Haus, which is a digital marketing agency. I’m originally from Brazil,
but I’m based in Amsterdam and my team is spread out around the world. At Pixel Haus we say
that we do digital magic. We work with clients to create a brand, if they
don’t have one, and get them set up with Shopify. If they do have a store running,
we help them grow with paid media. This took a while, it took what Amaya said, learning how to say no and what Cat talked
about learning how to niche down, because, at the beginning, we said yes to
all projects and worked on so many things. It took a while for us
to really find what our groove was. Because I love SheCommerce
and this is a big part of my mission, we only work with brands
that their target market is women. We don’t do influencer marketing,
we don’t do content. We focus on design for products,
brands and on paid advertising. Buying media to generate more sales. These are the two key things for us. It’s the creative, the design
and the strategy, the pixel. I’m not gonna get into the creative and
design side. Amazing speakers are coming up that are going to talk about that. today I’m gonna specifically
talk about the pixel. Pixels are really important. If you have an online business it’s one
of your biggest and most valuable assets. If you’re going to evaluate
the value of an ecommerce store, you look at how much revenue they generate,
what’s their profits, how big their social media following is,
their email list. You also look at how much their pixel knows
about their customer and their data. It’s often overlooked, but it’s a keystone
variable for your business to work. How much data you have? Today we’re going to talk about how
to train pixels to actually work for you, because your pixel can do the hard work
of finding where your perfect customer is and bringing in the sale. I’m gonna share with you what the pixel is,
how does it work, how to use it and some of the best practices and creative
ways at Pixel Haus to make it work for you. When I started media buying
about six years ago, online advertising platforms
were completely different and being a good media buyer
really meant pressing a lot of buttons. You’re pressing a lot of buttons,
trying to buy click for the right price. You’re running reports, you’re making
pivot tables and pressing more buttons. It was like a lot of manual labor. It was manual labor because
these platforms weren’t very sophisticated. The technology behind them
was pretty quite simple. However, as ad tech developed,
and so did the placements, the ads have become more engaging,
more native to the user experience and the technology behind them
is actually so smart and so powerful. There’s like a million robots
behind all of this. This is hard to see. It is a social
graphs plot of what Facebook looks like. It’s a super complex system
of capturing data, storing information. The algorithm processing everything
and all the targeting capabilities. These algorithms are so smart and so
powerful that they do the hard work for you. like you said
and that’s when the magic happens. Let’s get into it. Let’s take a step back and ask what is an advertising pixel,
what is a pixel in the first place. A pixel is a cookie based technology
that uses a very simple JavaScript code to follow your audience around. Every time someone comes on to your website,
your pixel keeps track of who they are, what devices they’re on,
are they on Wi-Fi, are they data, and the kind of storing
all of that information. What did they purchase recently. Pixels
follow us as we navigate the Internet. That’s where GDPR comes in. Recently Europe decided that you have to opt-in
and be okay with pixels following me around and tracking everything that I do. This is really powerful
and you can use that to your advantage. What is the advertising pixels full-time job? It’s one, to track the performance
of your ads and two, to help boost your ROI. If you run an ecommerce store, the key
metrics that you have to optimise for and Savannah, who’s speaking after me,
wrote a good and controversial article about this because, as a media buyer,
you can look at a million things. you can look at CTR,
CPC, CPM, relevance score. There’s many metrics you can focus on, but
the core metrics of ecommerce is your CPA. how much it costs for you to drive a sale. Your ARV, which is your average order value. How much,
on average, people spend on your store and your LTV, which is your lifetime value. If you’re looking at 6 to 12 months,
are people coming back and purchasing more? Once you have metrics under control, you can
measure and know everything you’re doing. You literally know how much money you make
from every dollar you spend on advertising. Let’s talk about the second job of the pixel,
to boost your return on advertising spend. At Pixel Haus we have creative strategies
to help boost over our clients ROI. I’m gonna share with you a case study
from clients that is quite challenging because they’re starting from zero. they have a product, they have
manufacturing and fulfillment sorted out and they come to us and say,
we need help creating an ecommerce store. This is quite challenging because the pixel
doesn’t know anything about their customer. We have no data, we have no email lists,
we have no social media followers. We’re starting from scratch. It’s a shapewear store. We helped them
create a brand about body positivity and loving your curves and we got started. When you don’t have any data to use, you’re stuck with the targeting capabilities
of the platform you’re working on. In this case, we were using Facebook. To start, we would use interest-based
audiences. You’re asking Facebook: my customers are females, their age
from 25 to 55, they live in US and Canada and they like the Kardashians
or they like fashion. You have to make these educated gap guesses
and create these personas to start testing this out. What happens is it a while
and it takes advertising budget, because the pixel has to learn. the pixel has to run through that data
and see who are those watching the videos and clicking on the ads
and buying these products. It takes a while and it takes budgets. What we like to do is to use cross platform
or cross channel retargeting. and this is our solution to making
testing faster, cheaper and more effective. People use different platforms online
for different reasons. You go on Google to search for something
or get an answer to something. You go on Pinterest to search for something
and plan things for later. You go in news sites and blogs
to read articles and learn things and you use social media,
like Facebook, Instagram, Twitter, Snapchat to browse, share, like things. Your customers are doing
all of these things online all the time. Our goal is to take your pixel,
in this case the Facebook pixel, and of sprinkle them in many channels so
that the pixel learns as much as possible. What I tried to illustrate here
is that all of these channels, they’re feeding data on
to Facebook and Instagram. right so if we look at our funnel.
this is what it pretty much looks like. Your prospecting campaigns or the
campaigns you’re using to reach audiences that don’t know about you,
it’s on all of these channels. Then, your retargeting
and remarketing campaigns are happening on your main channels
which, for us, is Facebook and Instagram. That’s where we drive
most of the sales from. These ads that you run on other channels
are non-dynamic ads. You’re selecting what people see. Once people get retargeted
on Facebook and Instagram, the pixel already knows they’ve checked out
this specific product on their websites, so let’s show them that product again. Let’s look at what this looks like.
This is a super simple purchase funnel. The first step is outlining your customer
journey. How do they get to your product? These is the ads and this is the product
page and the checkout and payment steps. All of these steps are pixeled,
so you’re measuring everything. This is a super simple funnel. Let’s look at what it looks like
retargeting inside Facebook. Facebook has a pretty big environment
of different placements that you can use. there’s the news feed, there’s the stories,
there’s the right-hand side ads, there’s the in-article ads,
there’s the audience network, so you can target someone
on their news feed and retarget them later. They’ll see a different
kind of placement inside Facebook. If we look at this
asseting as our benchmark, if I show them an add on the news feed first
and I retarget them again inside Facebook, this is what our stats look like on average. The CTR is 3%, the conversion rate is 2
and the return on adds spend is 2.3. What happens when we target them on Instagram,
which is still within the Facebook platform but a different channel? If we show them a story on Instagram. This
has been a super effective strategy for us. We showed them a story on Instagram
and we retargeted them again on news feed with the product
that they swiped up and checked out. You’ll see that the CTR increases
significantly, so does the conversion rate and, consequently, how much money
we’re making from running those ads. We also do that with Snapchat. Snapchat has similar performance
to Instagram stories. people swipe out of a lot, but they
don’t buy from looking at Snapchat ads. Once we pick, we retarget them on Facebook
knowing what products they’re interested in. Our CTR is very similar, 4%, conversion
rate 3, the return on ads spend, 3.0. If we look at what happens when
we retarget from a very high-intent channel. What I mean by high-intent channel is, when
you’re searching on Google or Pinterest, these are keyword based platforms. You’re literally, specifically
typing something in. These people are searching for shapewear. They already know what your product is. They’re interested in buying it
and they’re looking for it. These high-intent audiences create
a much more powerful retargeting audience. Sorry. CTR jumps the 10%,
traffic gets much cheaper. It converts a lot more
and your ROA skyrockets. This is pretty similar
when it comes to Pinterest because, as they’re looking
for shapewear to buy later on Pinterest, we already know that we pixeled them
and we find them later on Facebook. The key to making
these campaign works is the DPA ads. This is a dynamic product ads
that Facebook offers and what you do with that is you upload
your entire product catalog to Facebook. You’re telling Facebook,
“These are all of my products”. Then, you’re taking the Facebook pixel
and you’re placing it everywhere. What Facebook is saying is, “This came
through Pinterest and checked our product. Let’s show them the product that they
looked at. You can also offer a discount. Instead of showing them a bunch of
random products that you have in your store, you’re showing them again a product
that they already clicked on. Maybe they added to cart and didn’t pay, These are very effective for retargeting
campaigns and they convert 40% higher than if you were
just targeting them with normal ads. If we look at overall, placing pixels
on as many channels as you can and retargeting your customers
on a main one, like Facebook and Instagram, they already showed interest in,
makes the pixel learn a lot more faster, so your CTR increases significantly,
your conversion rates from your cross channel audiences
are much higher, you double your ROA,
that’s what we see, and on average, the order value is higher as the customers
are interested in buying the product. Another amazing thing
that the pixel can do for you, it not only allows you to retarget people
from other traffic sources, it also allows you to scale because you don’t want to just rate people
that have seen your website or your ads, you want Facebook to help you find more
customers like the ones you already have. These are called lookalike audiences. You’re asking Facebook, “Can you help me find
customers like the ones that are buying?” Facebook has so much information and they look at people that behave online
on Facebook similar to your customers and you can use lookalikes to help you
scale and make bigger prospecting audiences. These are our five best practices
when it comes to growing your campaigns with ecommerce
and using your pixels. Cross-platform attribution is a pain. If you’re running multiple channels
and trying to measure what’s going on, it’s really tricky because,
Facebook and Google, for example, they’re not friends. They do not hang out
and they do not talk to each other, they each have their own technology,
a way of measuring and attributing things. It gets really complicated and, because
Facebook and Instagram is our main channel, we definitely look at that a lot, but what we do is we use Google Tag Manager
to fire all these pixels. The way that Google Tag Manager works it’s basically like the traffic
control guy on the streets, moving traffic. The Google Tag Manager fires the
pixel when traffic is coming from Facebook. Traffic coming from Snapchat,
fire the Snapchat pixel. Traffic coming from Pinterest,
fire the Pinterest pixel. The tag manager is really responsible
of managing all of that that’s going on and you can have an overview of what’s your
actual CPA across all of these channels. Use Google Tag Manager
is our number one solution. These are the key metrics,
like I said CPA, ARV, and LTV, to make sure you have everything
under control, you know what you’re doing and you know what’s your ROI
for every $1 that you spend. the second advice is to test. I know more
speakers have already talked about this, of the importance
of testing things all the time, but it’s really important to implement
at least one test every week and this can be testing new videos,
headlines, images new copy, new placements, targeting whatever it is,
just always keep testing. The other thing is heat map everything.
You can either use HotJar or CrazyEgg. They have a pixel you place on their sites
and they create these heat-maps that allows you to see where people are
looking at and where they’re clicking on so you can understand
your user behavior within your funnels. It’s actually pretty cool
because you can also record sessions. You can literally sit there with a snack
and watch what people do on your website. Are they clicking here? Are they adding this
product to a cart? Are they dropping off? I really like to geek out
and watch these things and you should if you care about your conversions. The other thing is pixels need time. I know Cat talked about the importance
of planning contents ahead and so on. That’s also true to pixels
because they need time to learn. They need budget and time
to learn what’s going on. If you’re gonna run a 4thof July campaign,
for example, which happened a few days ago, plan that at least two weeks in advance, announce that you’re gonna
have a 4th of July sale, so that your pixel can warm up and be ready
to go, like, okay, we know what we’re doing. Give it time and budget to learn. And last but not least is to stay curious. You want to stay ahead of the curve
and keep asking yourself where can I place my pixel next? This can be different placement. Traffic
sources roll out placements all the time. It can be stories, it can be chatbots,
which are amazing these days. Tik-Tok, for example,
is a new social media platform that came out that is huge within teenagers,
40 million people are using it and it’s like, why not? Let’s check it out, put my pixel there and see if I have
any customers that I can retarget. That’s our five best practices for using
your pixel and making it work for you. Hopefully, I have inspired a few of you,
if you have an e-commerce business, to ask yourself, what is my pixel doing?
Where can I place it elsewhere to start building my audiences
and make it do all the hard work for you. Thank you.

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