This presentation at Dojo Bali coworking space went over Facebook marketing: how they work, what makes up an effective campaign, and best practices.

1. Facebook Marketing
The science of building and managing campaigns.
Emily Lai

2. About
— From Portland, Oregon
— Started backpacking SE
Asia in May
— In digital marketing for
two years
— Worked for an agency
called Logical Position

3. What are Facebook Ads?

4. Google Ads
• Target by keyword
searches
• Generally text based
• Pay-per-click
Facebook Ads
• Target by demographics
and interests
• Visual based
• Pay per impression

5. Push marketing
Pull marketing

6. How does Facebook know?
Settings > Ad preferences
Every click,
engagement,
and pause
is logged.

8. How does Facebook know?
The Facebook Pixel

10. Base Pixel code:
• PageView: fires on any
website page
Pixel events:
• ViewContent
• AddToCart
• Purchase
• Lead
• CompleteRegistration

11. Elements of a Campaign
— Campaign: test objectives
— Ad set: test audiences
— Ad: test creatives

12. Elements of a Campaign
Objectives
• Conversions (the main one):
optimizes for any Pixel event
• Catalog sales: shows me any
Osprey bag I viewed
• Reach: shows to ANYONE in that
audience (test on small
remarketing audiences)

13. An effective campaign comes
down to:
— Audience targeting
— Creative (the ad)
— Ad copy
— Images and video
— Landing page experience

14. Audiences and Targeting
1. Custom audiences
• Website traffic (from Pixel)
• Uploaded email lists
• Engagement
3. Saved audiences
• Interest and demographic based
• Can include/exclude custom
audiences
2. Lookalike audiences
• Find new prospects on Facebook
similar to your existing audiences

15. Tips for Audience Creation
— Capitalize off audiences
at the bottom of the
funnel
— Post engagers
— Video viewers
— Past purchasers
— Page visitors
— Cart abandoners
— Utilize lookalikes

16. Tips for Audience Creation
— When creating saved
audiences, think about
exclusions too
— Think proxies: brands,
magazines, podcasts, idols,
associations, etc.
— Test larger audiences
upfront (1-5 million*)
— Test, test, and test some
more

17. Tips for Creative
— Use page post IDs across ad sets
— Test different formats (Images and
video)
— Use Facebook’s 20% rule checker
Copywriting:
— Test long-form copy against short-
form
— Ask questions
— Disapproval? Try using less “you’s”

18. Putting it All Together
Ad/creative Landing page / product page

19. Putting it All Together

20. Optimizing Campaigns
Looking at data: start from bottom of funnel up.
1. Conversions/cost per conversion (CPA)
2. ROAS (return on ad spend)
3. Add to carts
4. Landing page views
5. Outbound clicks
6. Click through rate (CTR)

21. Troubleshooting
1. Are there conversions?
— YES: Scale the campaign/ad set/ad that is
working
— NO…
2. Are there add to cart events?
— YES: Check your checkout experience
— NO..
3. Are you getting clicks? Is click through rate (CTR)
good?
— YES: Check your landing page experience
— NO: Check your audience targeting and creatives

22. Optimizing Campaigns: cont.
Use organized
naming syntaxes
Compare, columns
& breakdown

23. Long Term Success
— Combine Facebook marketing with
other channels
— Constantly work on new creatives and
offers
— Be data and conversion focused
— Test, test, and test some more

24. Q & A