@andreavahl

About me
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Social Media Coach, Strategist and Speaker
Co-author of Facebook Marketing All-in-One for Dummies
Community Manager for Social Media Examiner
Grandma Mary @GrandmaMaryShow

Agenda
• How to set up a Facebook Ad campaign goals and
budget
• Optimizing your ads with the best photos
headlines and copy
• Getting the cheapest clicks
• When you need to use the Facebook Power Editor
• Setting up your Facebook reports
• Q&A

Do Facebook Ads Work?

What we don’t want

4 Things You Need to Make Facebook
Ads Work
1. Advertising strategy
– Goal, Budget, Measurements
2. Right type of ad to match your goal
3. Good Targeting
4. Split Testing

New Likes
Engagement
E-mail
optins
Sales
Largest part of
your Budget

Facebook Ad Budget Allocation
Get Likes
Get Optins
Boost Posts
Monthly Budget = $50
10%
20%
70%
$35 – Drive to Optin
$10 – Boost Post
$5 – New Likes

New Likes
Engagement –
Current Fans
• Page Likes
• Promoted Post or Boost Post – Target by
Interests
• Boost Post– Target Fans + Friends
• Promoted Post – Target Fans
Convert E-mail
Subscribers to Fans
• Page Likes – use Custom Audience
• Contest with a Like Gate (Page Post Engagement or
Page Likes with Landing View to Tab with Contest)
Increase E-mail
Subscribers
• Website Conversions
• Page Likes – Landing View to Optin tab
• Contest with a Like Gate (Likes ad with Landing Tab)
• Facebook Offer
Event Promotion
Sales
• Facebook Event ad (shows in sidebar only)
• Website Conversion
• Website Conversions
• Facebook Offer if on sale for a limited Time
• Promoted Post (Not the best method)

Setting up Your Campaign

Split Test
Campaign 2
Campaign 1
Ad #1
Ad #2
Ad #3
Ad #1
Ad #2
Ad #3

Split Test – Ads running simultaneously
Campaign 1
Campaign 2
Campaign 3
Ad #1
Ad #2
Ad #3

Split Test Targeting

Split test photo

Check Results

Getting the Cheapest Clicks
• Split testing is key
• Optimize for your goal

• Target countries with
“known click farms”
– India, Bangladesh, Indonesia,
Egypt, Sri Lanka
• Ignore Split testing

How to Create an Ad?
#1
#2
Or:
www.Facebook.com/advertising

Targeting
I try to keep the
Audience size at
200,000 or more if
possible

When DO you need Power Editor?
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Create a Similar Audience from a Custom Audience file
Saved Target Groups
Remarketing Pixel (targeting website visitors)
Partner Categories
More controlled bidding and placement model
Bulk Campaigns
Creating a “dark” post (unpublished)

Lookalike Audiences

When You DON’T
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Accessing Similar Audiences
Creating News Feed Only ads
Using Call-to-action buttons
Creating Conversion pixels
Creating Reports
Most of the time

Use Conversion Pixels

Facebook Reports
• Snapshot while Ads are running
• Reporting gives more data

Facebook Reports

Add Important Data

Final Thoughts
• Don’t be afraid to try things
• Click prices can vary by industry
and targeting
• Split Testing, Targeting, Call to
Action will bring your costs
down

Special Offer
Facebook Advertising Secrets Course
• Deep dive
• Remove the guesswork
• 4 Modules – over 8 hours of
classes, reference material
• Private Facebook Group
• Bonuses

Bonuses
• Facebook Ads Workbook
• Facebook Advertising terms guide
• Lifetime Access to private Facebook
Group
• Lifetime Access to updates

Two Options
• Basics – Self-paced course and bonuses: $97
• Premium: $147 (limited to 30)
– Includes 2 live group Q&A Webinars
– Facebook Ads Client Intake Form
– Facebook Ads Client Prep Work
www.fbadvertisingsecrets.com/open
Price goes up March 6th!