An overview of the top 10 lessons we learned in 2014 from Facebook advertising.

1. Top 10 Lessons Learned in 2014
Facebook Advertising & Marketing

2. Agenda
• Introduction
• About
• 2014 Top 10
• Guest Speaker!
• Q&A

3. About
• Who we are
• Why you will benefit from this presentation

4. Lesson 1: Less Posts, More Spend
• Competition in the News Feed
• Why publish great content every day if no one is seeing it?
• Recommended strategy:
• Focus on creating better content, and publish 3 times per
week…
• Use the Facebook Advertising Platform to “boost” each
post strategically
• Study data to determine the highest engaging types of
content and responder demographics
• Promote content by setting up an ad to a targeted
audience based on the specific content that is
published. Do NOT use the “Boost” button.
• Content will stay in the News Feed longer, reach more people,
and get better engagement. Advertising cost as low as $0.01 /
engagement!

5. Lesson 1: Less Posts, More Spend

6. Lesson 2: Test [atleast] 30 Ad Combinations
• If you’re failing at Facebook advertising (paying too much for
clicks, CTRs too low, etc), you’re probably not testing enough!
• For each new campaign, we test atleast 30 different ad
combinations with different variables (imagery, ad copy, age,
gender, interests, ad placements, etc, etc.)

7. Lesson 3: RE-boost Past Content
• Review past ad promo data (60-120 days) to determine the sponsored content
that resulted in $0.00 - $0.01 / engagement.
• RE-boost this content to reach more fans and targeted audiences cost-effectively.
August 2014
December 2014

8. Lesson 4: Video Ads

9. Lesson 5: Mobile
What’s the first thing you do when you wake up each
morning?
• Mobile ads see double/triple the CTR over Desktop
(News Feed and Right-Column). The CPCs are usually
always much lower as well.
BUT…
• Is Mobile “right” for your desired business objectives?
• Does your target audience convert (ie buy your
products) on a phone, or on a computer?
• Is your website optimized for Mobile traffic? Is your
mobile checkout process fast, efficient and
trustworthy?

10. Lesson 6: Start with Lookalike Audiences
• What is it? Facebook advertising algorithm that creates a
“custom audience” based on conversion data.
• Run Fb ads to this laser-targeted custom audience to double/
triple your conversions!

11. Lesson 8: Retargeting
• 96% of first time website visitors leave before
converting
• 49% of users visit a website atleast 2-4 times before
converting

12. Retargeting (personal example)

13. Lesson 9: Optimization / Custom Reports
• You MUST be able to navigate and understand the analytics!

14. Lesson 10: Dynamic Ads
• Gamer changer for digital sales for eCommerce businesses?

15. Guest Speaker

16. Q & A

17. THANK YOU!