Use the Facebook Pixel to track conversions, retarget website visitors and find new audiences. This workshop will explain how understanding advanced Facebook ad tools will help your overall ad strategy.
History of Facebook Ads
2008 - Pages become available for brands
2009 - Self-serve ads
2011 - Sponsored Stories (Newsfeed ads)
2012 - Mobile ads, FBX, Social Graph
2013 - Conversion/Audience pixels
2014 - $11 billion in ad revenue
2015 - Mobile = 78% of ad revenue
Things you can say
if you measure conversions:
“Through testing with Facebook ads we found it costs
$2.21 to acquire a customer. Does this scale with your
“Your ad campaign directly generated $12k in sales, a
300% return on your $3k investment. Want to talk about
“Ad ‘A’ has 100 clicks, but zero conversions.
Ad ‘B’ has 20 clicks, but 10 conversions.
Let's shut down Ad ‘A’.”
How to build your URLs
Create thank you/conﬁrmation pages
Create SEPARATE thank you/conﬁrmation pages based
on individual products
Create (speciﬁc) landing pages
Further reading: http://www.jonloomer.com/2016/02/02/evergreen-facebook-campaign-trigger/
That’s basic retargeting.
[pause for questions]
Now let’s measure conversions.
conversions > clicks
Yes, ad creative is important,
but so is audience targeting
And we can test it
on a dime.
Deﬁne 3 speciﬁc audiences
by AD SET
How to name your campaigns: http://www.jonloomer.com/2014/12/08/facebook-campaign-naming-convention/
Develop your creative… Properly!
only change ONE thing at a time.
Spend $1 per day on each ad set
for a few days, look for
engagement (likes, shares,
comments) on the ads. Note how
they differ by audience.
Somebody who hates the Boost Post button as much as I do: