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Advanced Facebook Ads

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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.

Published in: Marketing

Advanced Facebook Ads

  1. 1. Advanced Facebook Advertising Prove ROI, impress your friends, and eviscerate your competition with the Facebook Pixel
  2. 2. “Advanced” assumes: Knowledge of how to create (good) Facebook ads Prior use of Facebook Ads Manager / Power Editor HTML / website basics
  3. 3. Agenda History The Facebook Pixel Implementation Retargeting Conversion tracking Lookalike Audiences Parking Lot
  4. 4. bit.ly/1M65F2B
  5. 5. 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 http://blog.hubspot.com/marketing/history-facebook-adtips-slideshare
  6. 6. Marketing strategy + tools = <3 Sneakier ads Transparent ROI
  7. 7. Creating ads without connecting your website is like throwing a perfect spiral to nobody.
  8. 8. Connect your website?
  9. 9. No, like this—Facebook Pixel. No, like this—Facebook Pixel
  10. 10. Why do I make you look at code?
  11. 11. Because if we want to be strategic… Retargeting Conversion tracking Lookalike audiences
  12. 12. But first, let’s do some stats
  13. 13. Retargeting
  14. 14. Display ad CTR = .07% Retargeted display ad CTR = .7% (close, but very different) retargeter.com
  15. 15. Retargeted users are 70% more likely to convert retargeter.com
  16. 16. 46% of online marketers believe that retargeting is grossly underused. Ouch. retargeter.com
  17. 17. Conversion tracking
  18. 18. 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 business model?” “Your ad campaign directly generated $12k in sales, a 300% return on your $3k investment. Want to talk about next quarter?” “Ad ‘A’ has 100 clicks, but zero conversions. 
 Ad ‘B’ has 20 clicks, but 10 conversions. 
 Let's shut down Ad ‘A’.”
  19. 19. Measuring conversions reduces vanity metrics.
  20. 20. What the Heck is the Facebook Pixel?
  21. 21. https://www.facebook.com/business/help/1686199411616919
  22. 22. Where do I get a Facebook Pixel?
  23. 23. How do I install the Facebook Pixel on my site?* *WordPress.org
  24. 24. https://wordpress.org/plugins/header-footer/
  25. 25. Make sure your pixel is firing https://chrome.google.com/webstore/detail/fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en
  26. 26. Yay.
  27. 27. Let’s retarget your website visitors.
  28. 28. URL schemes
  29. 29. 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/
  30. 30. That’s basic retargeting. [pause for questions]
  31. 31. Now let’s measure conversions. conversions > clicks
  32. 32. 2 ways to measure conversions
  33. 33. Method #1—Standard Events
  34. 34. Why do I make you look at code… Again?
  35. 35. Method #2—Custom Conversions
  36. 36. Conversions make you look good. [pause for questions]
  37. 37. So we’re retargeting and tracking conversions… What else should we do?
  38. 38. Not quite. Let’s create a Lookalike Audience instead.
  39. 39. Define: “look-a-like” Facebook has creepy amounts of data on its users through Open Graph. And sells this data to advertisers.
  40. 40. Lookalike audiences allow you to find new likely prospects without having to guess.
  41. 41. Re-cap
  42. 42. Using advanced Facebook ad tools: Spend your money smarter Show transparent ROI Get more sales, get a promotion, keep a client happy
  43. 43. But you gotta install this on your website…
  44. 44. Retargeting Works well (higher CTR) Easy to do No need to pay an expert (since you are one, now)
  45. 45. Conversion tracking Allows for transparent ROI Helps you find new audiences Makes you look like a rockstar
  46. 46. Lookalike audiences Works REALLY well Even EASIER to do Takes advantage of all that data Facebook has creepily gathered on people
  47. 47. That’s it.
  48. 48. Unless you’d like to see…
  49. 49. The super MEGA stupid easy A/B test that everyone should do before spending a dollar on Facebook Ads
  50. 50. Ad creative is important
  51. 51. Yes, ad creative is important, but so is audience targeting And we can test it on a dime.
  52. 52. Step 1 Define 3 specific audiences by AD SET How to name your campaigns: http://www.jonloomer.com/2014/12/08/facebook-campaign-naming-convention/
  53. 53. Step 2 Develop your creative… Properly! This means only change ONE thing at a time. https://adespresso.com/academy/guides/facebook-ads-optimization/facebook-ads-ab-test/
  54. 54. Step 3 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: http://earnenough.com/how-to-do-facebook-ads/
  55. 55. Learn before you sell. Savvy?
  56. 56. OK, that’s really it.
  57. 57. logan@gamepointwriting.com
  58. 58. gamepointwriting.com
  59. 59. Questions about TheFacebook Pixel?

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