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How to Run a Successful Facebook Ad
Campaign...on a Shoestring Budget!
www.datascoreinc.com
First, a Quick Intro...
● Former SpeedDate team
● Grew to 25M users, Acq’d by Match.com
● Marketing + Technology = Growth Team
www.datascoreinc.com
2
● Traffic: 1.5B Active Users
● Relevance: Hyper Targeting
● Format: Visual + Social Proof
● Goals: Learning, Scale
www.datascoreinc.com
Why Facebook Ads?
3
1. Tracking
2. Testing
3. Traction
www.datascoreinc.com
3 Things to Focus On:
4
● #1 Problem with campaigns
● Pixel and SDK
● Conversion actions
● Troubleshooting
www.datascoreinc.com
Tracking
5
● Use the FB Pixel Helper
● Define actions before main conversion
● Change your attribution window
● Customize your dashboard
○ Conversion events
○ Attribution window
www.datascoreinc.com
Tracking Tips
6
www.datascoreinc.com
7
Dashboard Settings
● Copy
● Image
● Targeting
www.datascoreinc.com
Testing
8
● Speak like a human
● Highlight something remarkable
● Tell the user the next step
www.datascoreinc.com
Copy Tips
9
Headline: Who your company is
Text: Why people need your company
Description: What your company does
www.datascoreinc.com
Basic Copy Format
10
www.datascoreinc.com
Ad Example: Desktop News Feed
11
Text
Headline
Description
CTA Button
www.datascoreinc.com
Ad Example: Desktop Right Rail
12
Text
Headline
X No Description
X No CTA Button
www.datascoreinc.com
Ad Example: Mobile News Feed
13
Text
Headline
Description
CTA Button
● Highlight faces, high contrast, close ups
● Explore free and paid sources
● Doctor your images (but keep copy <20%!)
www.datascoreinc.com
Image Tips
14
www.datascoreinc.com
Example: Original Stock Photo
15
www.datascoreinc.com
Example: Doctored Versions
16
● Age
● Gender
● Location
● Interests
● Device
● Remarketing & Lookalikes
www.datascoreinc.com
Targeting
17
www.datascoreinc.com
Tip: Use Lookalike Targeting
18
● Goal is learning “what works”
● Rapid testing of permutations
● Budget 3-5x your CPA target
www.datascoreinc.com
Testing
19
● Train the bid algorithm
● Tip: Optimize for early actions
● System for building ads quickly
● Advanced strategies
www.datascoreinc.com
Traction
20
www.datascoreinc.com
Tip: Set a Conversion Value
21
We’re happy to help!
info@datascoreinc.com
About DataScore: DataScore helps startups grow with a data-driven marketing approach. We provide
high-level marketing strategy and efficient campaign execution, powered by proprietary technology. Gain
traction and accelerate your key performance metrics with our deep expertise in customer acquisition,
conversion and retention. We have a proven track record of scaling startups from pre-launch to a
successful exit.
www.datascoreinc.com
Questions?
22

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