Quickly find out how Facebook Ads can help you reach your current audience and find new customers similar to your audience. From the basics to reporting acronyms and cool features for re-targeting, discover how to use the best of Facebook Ads.

1. Facebook Ads
From Setup to Reporting and Optimization

2. 2004
TheFacebook sells small banners
to promote events or local businesses on
a few college campuses,
between $10-$50.

3. 2005
Facebook introduces CPC/CPA
and hires the first full-Eme
ad salesman.

4. 2005
Early big adverEsers:
- Apple
- Victoria’s Secret
- MicrosoM

5. 2008
Businesses, companies, arEst, public
figure can create “Page” for free.

6. 2009
Facebook introduces language and
locaEon based ads.

7. What to promote?
Part 1/5

8. Promote a website
External Website — Drive user to visit your website by showing
ads right inside the Facebook News Feed
Local Awareness — Adver8se people nearby about your business
Lead GeneraEon — Collect and qualify leads from a na8ve form
Dynamic Product Ad — Adver8se your own visitors/customers
based on their ac8vity on your website (e-commerce specific)

9. Promote a Facebook page
Page Likes — Increase the number of likes on your Facebook page
Page Posts Engagement — Engage people to interact with some
specific posts (react, comment & share) — also called “boosts”
Page Event — Promote a Facebook event related to your Facebook
page

10. Promote an applica5on
Mobile App Install — Drive users to download your mobile
applica8on right from the Facebook app.
Mobile App Engagement — Same as previously but drive users to
a specific loca8on in your app. for beMer conversion and reten8on
Desktop App Install — Same on desktop applica8ons
//Didn’t experiment

11. Where?
• Facebook Feed
• Facebook Right Column
• Facebook Audience Network
• Instagram

15. Key ques7on #1 to ask yourself before promo5ng
Why to adverEse? — What’s my goal when spending money in
Facebook Ads? Lead genera8on? Users? Page Likes? Brand
awareness?
Don’t try to achieve several goals with a single campaign. Split the
budget and run mulEple campaigns with appropriate ad sets.

16. Which audiences?
Part 2/5

17. Demographics
Age — Star8ng from 16+, choose your own age range
Gender — Restrict to male, female only, or both
LocaEon — Include or exclude specific countries, ci8es, or even
more specific loca8ons. People “living”, “recently” or “traveling” in
a loca8on

18. Advanced
Language — Only target users whose spoken languages include
those your product handle
RelaEonship Status — Restrict to single, engaged, married, in a
rela8on ship or ‘not specified’ users
EducaEon & Workplace — Educa8on level (high school, college,
etc.), specific school, fields of study, employers, job 8tles
Interested In — Male, female, male and female. This targe8ng
op8on is truly forbidden in Europe (CNIL)

19. Most Random Advanced Targe5ng
Lots of opEons available — Average yearly income, poli8cal
interest, working women, birthday within 30 days, etc. These
categories are generated by Facebook based on users ac8vity. Not
always accurate
Interests — Pick one or mul8ple interests among a list generated
by Facebook. Not always accurate

20. Connec5ons
Users connected to […] — A page or a Facebook applica8on
Users whose friends are connected to […] — A page or a Facebook
applica8on
Users not connected yet to […] — A page or a Facebook
applica8on
Example: create an aHrac5ve page with high conversion rate, then
adver5se for your business using this page audience.
Test case: LJDLI vs. Spotmyflat

21. Custom audiences
Most important audiences
once your product is launched
(or pre-launched)

22. Custom audiences
Target specific users using data collected through your business
Customer file — Email, phone number, IDFA, firstname, lastname,
ZIP, city, state/province, country, date of birth, year of birth,
gender, age, Facebook App user ID
Example: create a landing page and ask visitors to subscribe for
launch no5fica5on. You can target those specific users into their
Facebook news feeds.
Other opEons — Facebook Pixel (website traffic), users that
recently engaged with your Facebook Page content

23. Custom audiences
How it works
Based on data provided, Facebook will aHempt to find associate
users to create your very personal audience. Thus, you can target
only your customers and not a single user aside.
Extremely useful to re-target your customers, maintain brand
awareness, but specifically on large customers files. Don’t use
this with your 10 first customers (except if there value is high).

24. Lookalike audiences
My customer db is small but
qualified — Use lookalike

25. Lookalike audiences
Target users that share interests with your own customers
How? — Create your custom audience (previous slides), then
create a lookalike audience based on your custom one. Choose
how large Facebook should extend targeted users (1+ %).
Example: friends of a horses enthusiast are more likely to
appreciate horses too — or at least some of them.
Less accurate than a custom audience but is much more effec5ve
when the customer file doesn’t weigh a lot (yet ;) ).

26. Budget?
Part 3/5

27. Budget
No minimum budget — At least technically, don’t expect a lot with
a $1 budget
Understand how it works — Price per click or impression is not
fixed and vary based on targeted audiences

28. Bids
Concurrence — When adver8sing, you’re in compe88on with
other adver8sers on your audience. Biggest bidders will get higher
part of the cake and more qualified users.
Trending audiences — Young people is by far the most targeted
audience, cost per click is higher as there are more adver8sers on
a same audience. Advert seniors to get lowest costs but is it really
your primary target?
The whole system relies on bids. The more you offer for
something, the more results you’ll get.

29. Glossary
CPC — Cost Per Click — How much I pay for a click
To measure and compare a campaign performance, you need to
know (at least) these few acronyms.
CPM — Cost Per Thousand Impressions — How much I pay to get
my ad set displayed to 1,000 users
CTR — Click Through Rate — Ra8o of users that clicked your ad
set to the total number of users ad set was displayed to
CPA — Cost Per Ac8on — How much I pay for a user to perform a
specific ac8on (buy an item, register, etc.)

30. Es5mate Budget
CPC — Cost Per Click — $0,02 => $6,00
Here’re some esEmaEons from my own experience (B2B & B2C),
they can vary a lot depending of the quality of your ad sets and
the concurrence on your audience.
CPM — Cost Per Thousand Impressions — $1,50 => $18,00
CTR — Click Through Rate — 1% => 6%
CPA — Cost Per Ac8on — $0,50 => $12

31. “In a nutshell”
What’s minimum budget?
Invest at least $50 to try the experience. You’ll not get a lot of
results but that’s enough to get enough data to well understand
repor5ng.
On a product launch, it **might** be a good idea to invest a large
amount on a small period into mul5ple campaigns with several
goals (brand awareness, Page Likes, subscrip5ons, etc.).

32. Facebook Pixel
Part 4/5

33. Track Conversion
RemarkeEng
OpEmizaEon

34. <!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!
f._fbq)f._fbq=n;
n.push=n;n.loaded=!
0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}
(window,
document,'script','https://connect.facebook.net/en_US/fbevents.js');
fbq('init', '311660189255693', {
em: 'insert_email_variable'
});
fbq('track', 'PageView');
</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?
id=311660189255693&ev=PageView&noscript=1"
/></noscript>
<!-- DO NOT MODIFY -->
<!-- End Facebook Pixel Code -->

35. <!-- Facebook Pixel Code -->
<script>
fbq('track', ‘AddToCart’, { itemId: 42 });
fbq('track', ‘Search’, { request: “Montreal” });
fbq('track', ‘Registered’);
fbq('track', ‘Purchase’, { itemId: 42 });
</script>
<!-- End Facebook Pixel Code -->
Need help? https://developers.facebook.com/docs/ads-for-websites/pixel-events/v2.9

36. What else ?
Part 5/5

37. Catalog & Dynamic Ads
MarkeEng API
Facebook AnalyEcs