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BrightonSEO - Using the Facebook Ads Firehose Without Drowning

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Struggling to crack your code on Facebook Advertising? Here are some tips on how the auction works, and tips on leveraging different campaign types to rock your results!

Published in: Marketing
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BrightonSEO - Using the Facebook Ads Firehose Without Drowning

  1. 1. Susan Wenograd Turning on the Facebook Firehose Without Drowning @SusanEDub http://www.slideshare.net/SusanWenograd1
  2. 2. The Landscape
  3. 3. The Process: Ads Interface
  4. 4. The Process: Campaign Attempt
  5. 5. The Process: Results
  6. 6. How Facebook’s Targeting Works Total Potential Audience Audience Likely to Do the Action Campaigns are focused around desired actions of the users. The more specific the audience, the higher the CPM. Conversion Campaign types = $$
  7. 7. The X Factor: FB’s User Behavior Data Facebook Human
  8. 8. Too Large or Too Small = Bad 16 Lookalike Audiences 11 Countries 3 Additional Interest Layers Audience Expansion on Conversion-Focused Campaign Types
  9. 9. “Get Our CPA Down” Normally you’d start by cutting out what’s not working…
  10. 10. Top-to-Bottom Mentality in Account Design Awareness Consideration Purchase Upsell Are you actually doing this, but paying Conversion CPM prices?
  11. 11. Create a Strategic Map Duplicate by: • Country • Gender • Age Groups
  12. 12. Results: Implementing Funnel & Strategy Map
  13. 13. Y’all Have Hot Figured Out.
  14. 14. Cold: Lookalike Audiences Email lists Website traffic Phone numbers
  15. 15. Cold: Use Lookalikes as Your Foundation Higher CPC can = more valuable user
  16. 16. Cold: Shared IDs Accrue Social Proof Faster
  17. 17. Cold: Shared IDs Accrue Social Proof Faster Ad ID Social Proof from Ad Set 1 Social Proof from Ad Set 2 Social Proof from Ad Set 3
  18. 18. Bonus Tip: Need social proof faster? Drop that post ID into this type of campaign and run it at the same time!
  19. 19. Warm: Think Through Crafty Remarketing
  20. 20. Warm: Use Site Data for RM Groupings 83% of their conversions happen within 3 days of visiting
  21. 21. “But I Don’t Sell Stuff. I Collect Leads.”
  22. 22. Don’t Worry, Lead Gen. I Got You.
  23. 23. Lead Gen Ad Units
  24. 24. Case Study: Newsletter Sign-ups
  25. 25. And Another… Driving to website: $332 Spend 6 Sign Ups Using Lead Ads: $628 Spend 90 Sign Ups $55.33 Cost per Lead $6.98 Cost per Lead
  26. 26. Maximize: Creative
  27. 27. Form = Your Landing Page
  28. 28. Maximize: Your Audience You can create a lookalike audiences off this!
  29. 29. Maximize: Your Audience And this!
  30. 30. Manage Your Expectations & Experience Lower commitment = lower quality/emotional investment Have a strong follow up funnel for sign ups to nurture
  31. 31. Keys To Success  It’s not “One Campaign To Rule Them All!”  Experiment with different campaign types to achieve the lowest- CPA funnel  Utilize your warm audiences to create a solid foundation for ad sets  Use in-FB action options to create warm/mid-funnel audiences  Test, succeed, break things, and test again!
  32. 32. Bonus: Download Strategic Map! bit.ly/fbfunnel_map
  33. 33. Who Am I, By the Way?
  34. 34. Who Am I, By the Way?
  35. 35. Twitter: @SusanEDub Email: susan@susanwenograd .com

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