B2C: hyper-targeted landing pages for ads

In this webinar Rogier talks about Facebook ad-based personalizations, and shows us how to utilize them with the use case: GenerationTux.

Great,so today's webinar for Unless!

It's the onboarding webinar that you all signed up for and what we're gonna cover today is using Unless for your Facebook advertising. So let's dive into this.

But before we do, a couple of notes! How to get the most out of today's webinar?

First, ask questions in the questions tab to your right. If you ask a question there, we will look at the most upvoted questions. Second, a recording will be sent out after we finished today's webinar and then of course, I'd also want to mention that we have a Facebook group available: www.facebook.com/groups/website.personalization.

All of our webinars are also uploaded onto the Facebook group as well as some information about how to personalize some use cases and interesting updates that we launched about Unless. So having said that, let's go in to the webinar.

We get so many different questions about how to actually do personalization but one of the more interesting ways of using personalization is Facebook advertising in combination with personalization on your pages.

Now, that seems, like a pretty strange combination to some but I'm gonna show you how to do that during today's webinar.

So what makes advertising personalization so powerful? Now whenever Facebook ads sends a visitor to your page Facebook allows you to segment and target very specific people you could segment by gender, age, interests or custom audiences or any number of other attributes and when you're creating these ads inside of Facebook, you can then pass this information through to a landing page using Unless and Unless can then remember each audience unless you use this data anytime they land on your page through on-site personalizations.

So in this particular example we took a female between the age of 18 and 25, who likes chocolate and who's already an existing customer. Now that's a lot of information to have available on your visitor and that's really one of the most powerful ways to apply your personalization. This is truly personal. This is information about the demographics of your visitor.

So, what is it? Why do we want to personalize to our demographics? Now, it seems like a basic no-brainer, but people prefer to buy from people we think are similar to ourselves and research has shown that if you show people content that's relevant to who they are instead of, you know just what they're looking for, it dramatically increases the chances of them engaging with your company.

So let's dive in and get started and show you how to actually do this. There are three steps that we're gonna cover today during this webinar.

First, pass Facebook data to your landing pages. This is something that we do inside of Facebook ads and if you have some ads set up, you can basically follow this guide as well. If you don't have any ad setup and you just want to get started we also show you how to do that.

Second, create audiences inside of Unless to capture all of this data. Now, that's something we'll show you how to do as well. Super simple. Takes a little bit of manual work. But once you've got a set up, we're gonna capture everything and we're gonna remember it for all of your visitors.

And then third, we want to create personalizations for your audiences So, let's not wait any longer and let's start with step one.

Step one is well, there are three separate steps export, average and import.

Let me just go over and for this webinar, we're going to use the website: www.generationtux.com . Generation tux is a website and what they offer is the ability to rent tailored tuxedos for weddings for proms for any number of occasions and what we're gonna do is we're gonna create some different variations of this particular landing page.

So let's go into Facebook Ads and when you create an ad inside of Facebook, you have two options. Right here at the top you have either create new ad set or create multiple new ad sets. And then when we go down and we're under create multiple new ad sets, you'll see this little + here add custom audience variation when I click on that it means that I can now create different variations.

So I can say I would like to have people that are customers, I would like to have people that have visited my website, I would like to have whatever! You can create any kind of custom audience. You can even do lookalike audiences which is really cool. Then you can create variations for different locations.

So let's say I have customers, like right now, it's suggesting the Netherlands but let's say you have customers in ten different countries, you can create different variations for every single country that you're present in.

And then in this case we're looking at tux rentals. They're probably going to be different use cases for different age brackets. So someone who is between 18 and 21 is probably gonna use it for prom. Someone between the ages of 21 and 35, odds are they're gonna use it for something wedding related and over 35, they may have a different taste when it comes to the type of tux that they're trying to rent.

So you can create different variations in here as well. And then you can create your campaign to either men or women, different languages and of course, what is super interesting and where Facebook excels is the ability to add demographics, interests and behaviors.

So in here we have things such as are they in high school, or are they currently engaged or are they interested in wedding materials and what type of wedding materials are they interested in? Like hip weddings?

Like you can target really granularly inside of Facebook and it's really cool to use this data once they land on your landing page.

Now we didn't do that many variations and I'll go to the results from one of our ad creations and you'll see at the bottom we have 48 ads and that's just you know, creating a couple of variations. That's just you know, two times, two times, of a couple of times suddenly boom with 48 ads. Now normally, you wouldn't be able to do much with 48 different variations of one ad. Especially not on your landing page. And that’s kind of a waste, right? You have all of this data, all of these segments inside of Facebook and you're not doing anything with it.

So what we're gonna do is, I'm gonna show you how we can then start to send that data across the landing page. So all I do is, select all of the ads in here and you can do this whether you just created them or whether you have ads up and running. We can go here in Export and we can just export all of our currently selected ads.

Now in this case, we already did that beforehand and once you do that, you end up with an Excel spreadsheet and that Excel spreadsheet has boatloads of information. So you can see here we have custom audiences. It tells you their relationship status, it tells us whether they're in high school or not. That's all different kinds of information and right now that information is just sitting inside of Facebook.

So what are we gonna do? We simply go in to search and we type in URL tags. Now URL tags are the same as UTM parameters or query parameters. So this is information that Facebook sends along in the URL for that specific ad and what we're doing in this case, we're just adding a Concatenate string so concatenate very simple. It means we combine multiple parts and multiple columns into one column and this particular string, you can find it inside of our Help Center if you look for the Facebook advertising article. So feel free to search through there and you can just use that, copy-paste that into the URL tags column and get started.

You can see in here. We know this ad is for women, 21 to 28. They're in high school and then you can see this whole list of different ads including all of the standard ads. So pretty cool and what we want to do next is we want to go back and then we want to import all of this information through the import ads tool.

Now we've already done that all of these ads are already updated. But we're just showing you on a high level how you can do this. It's really quick once you get the hang of it. Let's continue and show you what you would normally have to do to get to this point.

So traditionally you'd have to manually enter it into every one of these different ads and then add the URL parameters in here. Seriously, nobody got time for that.

So let's continue and go back. Alright, so we have this landing page, right?

And what we want to do is we now want to create the audiences to capture this data so when someone clicks on one of these ads you want to also know, okay this is a female age 21 to 25 and they're currently interested in getting hitched so we want to be able to save that data when they land on your page and use that to create different experiences in a very broad manner.

So to do that we want to create audiences. And let's go into Unless. Now this is where Unless becomes really handy. So, before the webinar we prepared a bunch of different personalizations. So you can see here we created graduation for young visitors, wedding etc. Next to that, we have a list of audiences and these audiences I created manually before. So for example aged 18 to 21 it'll pull the information which says af=18 which means age from equals 18 or af=21 which means age until 21.

Or for example we have the demographic, so they're in college and this is the code that Facebook uses to say these people are in college. So when this is in the URL and they'll land on the landing page, what we're gonna do is we're going to save that information in an audience. We're gonna remember it for the duration of the membership, which in this case is 365 days and this is now information that we can use about that specific visitor on your website.

Now let’s continue and go back onto the website. So this is the default home page “your wedding perfected” but obviously there is a pretty obvious other use case. What if I'm looking for a problem a tuxedo? I’m not gonna be too excited about you know my wedding. I'm still in high school, I’m probably just you know going to want to party. So how about we create a different personalization for prom?

And what we’re going to do is, we're gonna add an audience and in this audience what we’re gonna do is, we're gonna say age 18 to 21 and here you go, we have a demographic in high school. So we're gonna assume that anyone who's here is problem is likely to be more interested in attending prom. So now we've done that and you'll see we've got these audiences and we have a whole list of the different audiences that are matched up to the information that we have inside of Facebook and remember these are all just pulling that information, copy-pasting it and creating it as an audience inside of Unless.

And what we want to do next is we want to go through the next step which is to create Personalizations for each Audience. And I can do that in here really quickly. So I can click on design and then load into the Unless visual editor and here you see we have “your wedding perfected” and let's simply change that text into “your prom perfected”. And let's see, student tuxedo rentals made effortless, pretty good. Alright, here we have a bunch of guys that are probably a little bit old for high school so let's update that and use a different image. Alright, they're a little bit younger now.

Let's scroll down. We know weddings, we know proms of course. Find a great suit or tuxedo for your big day. Well I mean it's a little big day so let's leave that but let's take out the wedding part. “Wedding party styling” a little bit too much alright so well this looks pretty relevant to someone who's looking for a suit for their prom. So let's publish those changes and voila!

We just created a personalization for high school students between the age of 21 and 18 and when they land on the page they're gonna see this content. Pretty cool in my opinion and we created a bunch of different personalizations. So we we did this up front.

So you can say well, we know that this is relevant for this type of visitor. But you might want to combine it and create different parts, change different parts of the website, different content blocks according to different criteria and you can do that really easily by switching between different variations.

So we can go in here, for example, you know I love Reservoir Dogs, great movie. Just took a screenshot and I'm gonna guess that anyone in high school might not know that movie so let's use that as a picture here so we can create different variations super quickly by switching between the different variations and this is super cool, right? Like you really want to make it as relevant as we possibly can when they land on the page.

So that's really the majority of using Unless to create personalizations for each audience using Facebook data. So we just did the top three steps for getting started passing Facebook data to your landing pages.

Let’s go back into the dashboard and we're gonna walk through a couple of other steps that so that you get a full feel of how you can use Unless. So we created this page on www.generationtux.com and now we created these personalizations. These are all on the home page by the way. You can add it on multiple pages and you can then also add audiences. The same audiences as you did before across multiple different pages.

And then you might want to also track how they are performing. So what impact is this having on our bottom line? Are our Facebook personalized landing pages performing better than our non-personalized landing pages? So you can do that by setting a control group right here. What we’re doing now is, we're not showing this to 25% but we are showing this personalization to 75% and this applies to all of the personalizations on your website.

And then to be able to compare, you can set up goals right in here. You can just add a goal really easily in here. You can do that in multiple different ways. You can do that custom, you can load it by Google Tag Manager or however you want to track those goals and then you can start to compare: Okay, how are the different versions of our website performing? And see, okay, this is actually helping us get more out of this traffic.

So, I'm really excited about this, I really love using Facebook data for personalization. I think it's probably one of the cooler use cases but you may not even be doing Facebook advertising. Or you may be doing different campaigns, so much in the same way you can use audiences for your CRM data for your email service provider data for your AdWords or for any other attributes.

So feel free to go into our Help Center and dig in. We’ve got a list, right here under audiences where we're explaining the different types of audiences you can set up for different data sources and I would definitely recommend checking it out.

So I haven't seen any questions so far. I am going to see and just give it a couple of seconds. I'm gonna say, let's give it a half a minute or so. All right, cool! So I think we're just gonna wrap it up for today. I just want to thank everyone for attending today's webinar. If you do have any questions afterwards or after you’ve watched this video, once we’ve uploaded it onto Facebook, reach out to info@unless.com or use the in-app chat.

If you want to become a reseller or an affiliate go to refer.unless.com . You can just sign up whenever you want and starts promoting Unless to your friends, family, colleagues, anyone you know who might be interested in personalizing their website Awesome, so thank you very much and a very nice day to everyone!