Matthew Berman | @matthewberman
FACEBOOK ADS
For External Conversions
MATTHEW BERMAN
August 2014
@matthewberman | mberman8...
THE PROBLEM
CONCLUSION
Based on many blog posts by reputable sources, most would think facebook isn’t a good channel to ma...
FACEBOOK ADS TACTICS
What your ad looks like Who sees your ad General tips and tricks
Creative Targeting
Best
Practices
Ma...
CREATIVE
What Your Ads Look Like
Matthew Berman | @matthewberman
BANNER BLINDNESS
Matthew Berman | @matthewberman
Matthew Berman | @matthewberman
REDUCING BANNER BLINDNESS
keep your ad images & copy fresh (specifics to come)
blend your a...
VSnewsfeed sidebar
Matthew Berman | @matthewberman
more inventory, less expensive
not available on mobile
SIDEBAR ADS
lower CTR and conversion performance
around for many ye...
less inventory, more expensive
available on mobile & desktop
NEWSFEED ADS
higher CTR and conversion performance
much newer...
IMAGE BEST PRACTICES
Matthew Berman | @matthewberman
OBVIOUS IMAGES
Easy to understand
Example A Example B
Matthew Berman | @matthewberman
what do they sell?
children’s books?...
OBVIOUS IMAGES
Easy to understand
Example A (Bad) Example B (Good)
Matthew Berman | @matthewberman
online classes!? food!
5 FOOT TEST
stand 5 feet back from your computer, can you clearly see and understand the image?
Matthew Berman | @matthewb...
FACES…ON FACEBOOK
don’t use woman eating a salad laughing!! use real photos, not photoshopped
Faces blend into organic con...
COPY
What your ads should say
general structure of your copy should include:
1 or 2 value propositions
price and/or discou...
TARGETING
Who Sees Your Ads
Matthew Berman | @matthewberman
PASSIVE VS INTENT ADVERTISING
VS
Intent Based Advertising - More expensive, higher conversion rates, target people at thei...
SEGMENTS TO ALWAYS USE
COUNTRY
Different countries
respond differently to
creative and products
and the prices are
differe...
Matthew Berman | @matthewberman
AFTER THAT…IT’S UP TO YOU
school
city/state/zip
3rd party data (acxiom)
language
relations...
LOOK ALIKE MODELS
WOW!!
current customers
potential customers
magic
Matthew Berman | @matthewberman
segment “current custo...
BEST PRACTICES
General Tips & Tricks
Matthew Berman | @matthewberman
CAMPAIGN STRUCTURE
Campaign
Ad Sets
Ad Ad
campaigns for completely different
tests
ads within an ad set compete against
ea...
SPLIT TESTING
Isolate Everything
US
18-24
25-30
Male
Female
Male
Female
Img1
Img2
Img1
Img2
Img1
Img2
Img1
Img2
Country
Ag...
LAST QUICK TIPS
use oCPM bidding - optimize for conversions to
website
refresh your ads frequently - keep frequency under ...
RECAP
Matthew Berman | @matthewberman
RECAP
reduce banner blindness
prioritize using newsfeed ads
use clear, concise images
blend ads into organic content when ...
Matthew Berman | @matthewberman
THANK YOU
MATTHEW BERMAN
@matthewberman | mberman84@gmail.com
[500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI
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[500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

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Matthew Berman, Distribution Hacker-In Residence, 500 Startups

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[500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

  1. 1. Matthew Berman | @matthewberman FACEBOOK ADS For External Conversions MATTHEW BERMAN August 2014 @matthewberman | mberman84@gmail.com
  2. 2. WHO AM I? (Matt) MATTHEW BERMAN Distribution Hacker in Residence Distribution for media companies Affiliate marketing (shhh) Distribution for startups PREVIOUSLY: Spent lots of $$$ on Facebook Matthew Berman | @matthewberman
  3. 3. THE PROBLEM CONCLUSION Based on many blog posts by reputable sources, most would think facebook isn’t a good channel to market on….FALSE! FRAUDULENT CLICKS NO CONVERSIONS Click farms, low quality clicks etc Facebook users never buy anything! Facebook Sucks!!!…NOT. Matthew Berman | @matthewberman
  4. 4. FACEBOOK ADS TACTICS What your ad looks like Who sees your ad General tips and tricks Creative Targeting Best Practices Matthew Berman | @matthewberman
  5. 5. CREATIVE What Your Ads Look Like Matthew Berman | @matthewberman
  6. 6. BANNER BLINDNESS Matthew Berman | @matthewberman
  7. 7. Matthew Berman | @matthewberman REDUCING BANNER BLINDNESS keep your ad images & copy fresh (specifics to come) blend your ads into the organic content (don’t be misleading) (exception) you have an extremely well known brand name/logo (exception) you have a beautiful, physical product to show off
  8. 8. VSnewsfeed sidebar Matthew Berman | @matthewberman
  9. 9. more inventory, less expensive not available on mobile SIDEBAR ADS lower CTR and conversion performance around for many years Matthew Berman | @matthewberman
  10. 10. less inventory, more expensive available on mobile & desktop NEWSFEED ADS higher CTR and conversion performance much newer than sidebar ads newsfeed has had better performance for me in most cases Matthew Berman | @matthewberman
  11. 11. IMAGE BEST PRACTICES Matthew Berman | @matthewberman
  12. 12. OBVIOUS IMAGES Easy to understand Example A Example B Matthew Berman | @matthewberman what do they sell? children’s books? food?
  13. 13. OBVIOUS IMAGES Easy to understand Example A (Bad) Example B (Good) Matthew Berman | @matthewberman online classes!? food!
  14. 14. 5 FOOT TEST stand 5 feet back from your computer, can you clearly see and understand the image? Matthew Berman | @matthewberman
  15. 15. FACES…ON FACEBOOK don’t use woman eating a salad laughing!! use real photos, not photoshopped Faces blend into organic content Matthew Berman | @matthewberman * ask your customers for images or take them yourself
  16. 16. COPY What your ads should say general structure of your copy should include: 1 or 2 value propositions price and/or discount call to action (more than just the button) Matthew Berman | @matthewberman
  17. 17. TARGETING Who Sees Your Ads Matthew Berman | @matthewberman
  18. 18. PASSIVE VS INTENT ADVERTISING VS Intent Based Advertising - More expensive, higher conversion rates, target people at their intent to do something Passive Advertising - Less expensive, lower conversion rates, target people who may be your customer Passive Advertising Intent Advertising I love my dog! Buy Dog Food Matthew Berman | @matthewberman
  19. 19. SEGMENTS TO ALWAYS USE COUNTRY Different countries respond differently to creative and products and the prices are different in each country GENDER Males and females respond differently to creative and products AGE Segment ages into ranges: 25-35, 36-45 etc. If you have a mobile experience, separate desktop and mobile DEVICE Matthew Berman | @matthewberman
  20. 20. Matthew Berman | @matthewberman AFTER THAT…IT’S UP TO YOU school city/state/zip 3rd party data (acxiom) language relationship status life events employer interest keywords education level behaviors
  21. 21. LOOK ALIKE MODELS WOW!! current customers potential customers magic Matthew Berman | @matthewberman segment “current customers” by engagement level (paying customers vs. others)
  22. 22. BEST PRACTICES General Tips & Tricks Matthew Berman | @matthewberman
  23. 23. CAMPAIGN STRUCTURE Campaign Ad Sets Ad Ad campaigns for completely different tests ads within an ad set compete against each other (only test text + images) ad sets for everything else Matthew Berman | @matthewberman
  24. 24. SPLIT TESTING Isolate Everything US 18-24 25-30 Male Female Male Female Img1 Img2 Img1 Img2 Img1 Img2 Img1 Img2 Country Age Gender Creative isolate each variable test the most impactful segmentations first rigorous testing Matthew Berman | @matthewberman
  25. 25. LAST QUICK TIPS use oCPM bidding - optimize for conversions to website refresh your ads frequently - keep frequency under 2 focus on CTR - facebook rewards you with lower prices Matthew Berman | @matthewberman sweet spot audience size is around 500k-1.5m
  26. 26. RECAP Matthew Berman | @matthewberman
  27. 27. RECAP reduce banner blindness prioritize using newsfeed ads use clear, concise images blend ads into organic content when possible target country, age, gender, and device first use look alike models when possible test all variables separately Matthew Berman | @matthewberman
  28. 28. Matthew Berman | @matthewberman THANK YOU MATTHEW BERMAN @matthewberman | mberman84@gmail.com

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