• Digital Nomad • “Most
Valuable Professional Award” by Microsoft for work on Bing Ads • Google Partners All-Stars Winner • Google Success Panel Speaker • Stevie Awards, SEMY Awards, European & US Search Awards • SEJ Contributor

TESTED 17K
FACEBOOK ADS

CROSS-CHANNEL REMARKETING Optimize targeting by
leveraging existing traffic: Retarget people on Facebook who first came via Google AdWords/Organic/Etc with remarketing & custom audiences. @Rocco_Zebra_Adv #SEJThinkTank

@Rocco_Zebra_Adv
#SEJThinkTank

OPTIMIZE DESKTOP NEWS FEED &
RIGHT-COLUMN ADS SEPARATELY • Optimizing campaigns by device, placement and any other targeting option. • Facebook allows you to customize your targeting for desktops in a submenu of the Placement menu at the Ad Set level. @Rocco_Zebra_Adv #SEJThinkTank

@Rocco_Zebra_Adv
#SEJThinkTank

TEST DIFFERENT
IMAGES
@Rocco_Zebra_Adv
#SEJThinkTank

1.1% CTR 2.2% CTR 1.4%
CTR @Rocco_Zebra_Adv #SEJThinkTank

KEEP MOBILE & DESKTOP SEPARATE
• Optimize your ads, bids and conversions based on device. • Ads and calls to action are likely to perform differently on desktop versus mobile, and any ad setup should take that into account. • Power Editor: select the device targeting directly from the Ad Set Menu. @Rocco_Zebra_Adv #SEJThinkTank

#1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

#3
@Rocco_Zebra_Adv
#SEJThinkTank

SEGMENT AUDIENCES INTO AD SET
@Rocco_Zebra_Adv #SEJThinkTank

AD SET 1 • AdWords
• AdWords Export • Google Certification • Program • Facebook Ads • Facebook Marketing • Facebook Marketing Solutions • Facebook Marketing Hour Day • Online Advertising • Digital Marketing • Marketing Online AD SET 2 AD SET 3 @Rocco_Zebra_Adv #SEJThinkTank

INSTALL MULTIPLE CONVERSION PIXEL @Rocco_Zebra_Adv
#SEJThinkTank

#1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

OPTIMIZE BY CONVERSION TYPE @Rocco_Zebra_Adv
#SEJThinkTank

#1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

USE MORE THAN ONE CONVERSION
PIXEL @Rocco_Zebra_Adv #SEJThinkTank

@Rocco_Zebra_Adv
#SEJThinkTank

TARGET BY
BEHAVIORS
@Rocco_Zebra_Adv
#SEJThinkTank

#1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

#3
@Rocco_Zebra_Adv
#SEJThinkTank

#4
@Rocco_Zebra_Adv
#SEJThinkTank

TARGET BY
INCOME
@Rocco_Zebra_Adv
#SEJThinkTank

#1 Behaviors @Rocco_Zebra_Adv #SEJThinkTank @Rocco_Zebra_Adv
#SEJThinkTank

@Rocco_Zebra_Adv
#SEJThinkTank

SET UP A REMARKETING PIXEL
@Rocco_Zebra_Adv #SEJThinkTank

#1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

#3
#4
@Rocco_Zebra_Adv
#SEJThinkTank

IDENTIFY PROFITABLE AGE GROUPS &
GENDERS @Rocco_Zebra_Adv #SEJThinkTank

#1
#2
#3
@Rocco_Zebra_Adv
#SEJThinkTank

TEST LOOKALIKE
AUDIENCES
@Rocco_Zebra_Adv
#SEJThinkTank

#1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

#3
#4
@Rocco_Zebra_Adv
#SEJThinkTank

TARGET AN EMAIL LIST Facebook
allows you to create a custom advertising audience based on email lists. @Rocco_Zebra_Adv #SEJThinkTank

#1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

.csv .txt Phone Numbers Facebook
User IDs Mobile Advertiser IDs Email Addresses @Rocco_Zebra_Adv #SEJThinkTank

TEST BIDDING STRATEGIES Find out
what reduces the cost per conversion but still gets enough volume. Recommend start with CPC & Conversion Optimizer. Set up your bidding method at the Ad Set level in the Optimization and Pricing section, shown here. @Rocco_Zebra_Adv #SEJThinkTank

The three main bidding types:
• cost per click • cost per thousand impressions • conversion optimizer (requires conversion code) @Rocco_Zebra_Adv #SEJThinkTank

Whenever you bid per click
or use the conversion optimizer, you can decide your maximum cost per click or target cost per acquisition, or let Facebook pick a value for you. @Rocco_Zebra_Adv #SEJThinkTank

SCHEDULED ADS Facebook allows you
to segment your ads by days and hours. This option is available only with a lifetime budget and not with the daily budget option. @Rocco_Zebra_Adv #SEJThinkTank

Lifetime Budget: total budget of
an ad set, technically no daily limit. Right choice if the campaign has a reliable performance pattern that has been proven successful over time. @Rocco_Zebra_Adv #SEJThinkTank

R O C C O
B A L D A S S A R R E Founder & CEO Zebra Advertisement r.baldassarre@zebraadvertisement.com www.zebraadvertisement.com T W I T T E R : @Rocco_Zebra_Adv