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How to Improve Facebook Ad Targeting with Phone Call Insights

Christie Huber Senior Content Marketing Manager, DialogTech

Part of what makes advertising on Facebook so appealing is the wide range of targeting options for campaigns. Considering Facebook has robust user data on over 1.9 billion monthly users, the platform can help you pinpoint your ideal audience via an overwhelming number of targeting options. From targeting consumers based on their preferences, behaviors, and life events to their genders, ages, and locations, Facebook can help you put the right ad message in front of the right person at the right time to drive conversions.

If you are looking to improve the quality of phone call conversions you generate from Facebook ads, one effective targeting strategy marketers are using comes from what may seem like an unlikely source: phone call data. For many businesses, inbound phone calls are considered the most valuable lead. And there are now ways that marketers can use insights from phone calls to better target and convert customers on Facebook.

If phone calls are important touch points in the customer journey for your business, here are the steps you can take to target callers with Facebook ads.

Step 1: Attribute Calls

Track calls and callers coming from your marketing campaigns and your website through a call attribution (sometimes known as a call tracking) solution.

Why? In recent years there has been an explosion of phone calls from Facebook and social ads. As more and more consumers engage with social ads on their smartphones, click-to-call buttons in ads and on websites makes it much easier and faster to contact businesses for smartphone users than filling out a web form. If you aren’t tracking these calls, you have no way of capitalizing on these customers and potential revenue.

36.4 billion calls to U.S. business from Facebook and social ads are expected in 2019.

What is the value? Call attribution gives you the data to measure how your marketing and website drive calls and impact revenue. It works for calls from any source, including Facebook ads. You can use this data to optimize your media spend and acquire more customers by generating more inbound calls.

Step 2: Track Calls From Marketing Source To Sale

Measure the quality of the phone leads you receive. Are they good leads? Did they convert to a customer? What stage of the sales cycle are they in? This usually requires connecting the call attribution system to a CRM system like Salesforce or Microsoft Dynamics.

Here’s what data you should capture for each call:

Capture data for each call.

What is the value? This way you can know not only see that someone has called you, but if they are someone you want to try to get to call you again. For example, if the caller is already a customer you mostly likely don’t want to spend marketing budget to target them again. Or if the caller was not a good sales lead you would want to take them out of future campaigns.

Step 3: Optimize Facebook Targeting Using Calls

Based on the data you acquire during Step 1 and Step 2, develop a strategy to re-engage past callers, find new audiences, and exclude undesirable callers. You can customize your ad messaging and landing page content to best suit each audience you are retargeting for increased engagement, which in this case, are shoppers likely to call. There are a variety of ways you can do this, but here are a few ideas to get you started:

  1. Retarget callers that did not become a customer.
  2. Exclude past callers from your campaigns, such as those that have already called and become customers.
  3. Target lookalike audiences that match your customers that converted by calling. This is an excellent way to reach new consumers that haven’t called you before but look like those customers that have.

Retarget past callers and build lookalike audiences.

What is the value? You will increase your call volume and quality of your calls by targeting callers with more relevant ads. By targeting similar callers to those who have converted you can acquire new business from all new audiences. Utilizing call data within Facebook Ads Manager allows you to scale successful campaigns much more quickly and easily.

By taking this data-driven approach to optimizing your Facebook ad campaigns with phone calls, you can drive more call conversions while potentially decreasing your cost per lead. You will improve your Facebook ROI — and your value as a marketer — by investing in what generates the best conversions, both online and over the phone.

To get started using call data to optimize Facebook ad targeting, request a demo of DialogTech today.