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Susan Wenograd
Turning on the Facebook Firehose Without Drowning
@SusanEDub
http://www.slideshare.net/SusanWenograd1
The Landscape
The Process: Ads Interface
The Process: Campaign Attempt
The Process: Results
How Facebook’s Targeting Works
Total Potential Audience
Audience Likely
to Do the Action
Campaigns are focused
around desi...
The X Factor: FB’s User Behavior Data
Facebook
Human
Too Large or Too Small = Bad
16 Lookalike Audiences
11 Countries
3 Additional Interest Layers
Audience Expansion on
Conver...
“Get Our CPA Down”
Normally you’d
start by cutting
out what’s not
working…
Top-to-Bottom Mentality in Account
Design
Awareness
Consideration
Purchase
Upsell
Are you actually doing this, but
paying ...
Create a Strategic Map
Duplicate by:
• Country
• Gender
• Age Groups
Results: Implementing Funnel &
Strategy Map
Y’all Have Hot Figured Out.
Cold: Lookalike Audiences
Email lists
Website traffic
Phone numbers
Cold: Use Lookalikes as Your
Foundation
Higher CPC
can = more
valuable user
Cold: Shared IDs Accrue Social Proof
Faster
Cold: Shared IDs Accrue Social Proof
Faster
Ad
ID
Social
Proof from
Ad Set 1
Social
Proof from
Ad Set 2
Social
Proof from
...
Bonus Tip: Need social proof faster?
Drop that post
ID into this
type of
campaign and
run it at the
same time!
Warm: Think Through Crafty
Remarketing
Warm: Use Site Data for RM Groupings
83% of their
conversions
happen
within 3
days of
visiting
“But I Don’t Sell Stuff. I Collect Leads.”
Don’t Worry, Lead Gen. I Got You.
Lead Gen Ad Units
Case Study: Newsletter Sign-ups
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
C...
Maximize: Creative
Form = Your Landing Page
Maximize: Your Audience
You can create a
lookalike audiences
off this!
Maximize: Your Audience
And this!
Manage Your Expectations &
Experience
Lower commitment = lower
quality/emotional
investment
Have a strong follow up
funn...
Keys To Success
 It’s not “One Campaign To Rule Them All!”
 Experiment with different campaign types to achieve the lowe...
Bonus: Download Strategic Map!
bit.ly/fbfunnel_map
Who Am I, By the Way?
Who Am I, By the Way?
Twitter: @SusanEDub
Email:
susan@susanwenograd
.com
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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!

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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
  • adrianbold

    Sep. 16, 2017

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!

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