The 4 Most Powerful Facebook
Advertising Tools Marketers
Aren’t Using
…but SHOULD BE!

About Jon Loomer
NBA (not a player!)
Facebook Since 2007
Own Biz in 2011
Top 10 Blogs of 2013

About Jon Loomer
Father of Three Boys
Obsessed Baseball/Brewers Fan
Passionate Coach
I LOVE STATS

What We’ll Cover
The Power of Facebook Ads
Conversion Tracking
Conversion Specs
Custom Audiences
Facebook Ads Reporting
[SWEET OFFER]

How I Roll…
Lots of text (sorry)
But short text!
NO ONE SHALL SLEEP!
Ask Questions – Q&A at the end!
It will be recorded!

The Power of Facebook Ads

No Better Way to TARGET!

Just a Few Awesome Tools
Target your offline customers
Target based on buying histories and lifestyles
Retargeting of website visitors
Track and optimize for conversions
Optimize for specific actions, like conversions

Just a Few Awesome Tools
Power Editor Conversion Tracking Conversion
Specs Saved Target Groups Custom Audiences
Lookalike Audiences Partner Categories Precise
Interests Broad Categories Facebook Ads Reports
Action Bidding Optimized CPM Domain
Sponsored Stories Page Like Sponsored Stories
News Feed Mobile Ads Video Ads
Placement Selection Connections FBX
Unpublished Posts

Why Aren’t You Doing It?

Why Aren’t You Doing It?
“IT’S
TOO
MUCH!!

How Can We Make it Easier?
SIMPLIFY!

4 Most Powerful Tools
1. Conversion Tracking
2. Conversion Specs
3. Custom Audiences
4. Facebook Ad Reports

Conversion Tracking
It’s not just about tracking…

What is Conversion Tracking?
TRACK and OPTIMIZE for an offsite
conversion!

TRACK
TRACK how many people clicked on or
looked at your ad and then…
• Bought
• Submitted
• Registered

TRACK
TRACK the cost of your ad vs. direct
revenue.
ROI!

OPTIMIZE
OPTIMIZE to reach users most likely to
perform your desired conversion.

Types of Conversion to Optimize For
Checkouts
Registrations
Leads
Key Page Views
Adds to Cart
“Other” Conversions

Why You Should Use It
If you aren’t tracking your conversions…
you’re just guessing!

When You Should Use It
Ads that lead to…
1. Product Landing Page
2. Email Newsletter Sign-up Page
3. Lead Generation Page
4. Contact Form
5. Anything that requires visitors to “submit”

BUT… I USE TRACKING LINKS!
Your tracking links don’t tell you…
1. What PLACEMENT led to the most conversions
2. What COUNTRY led to the most conversions
3. What AGE led to the most conversions
4. What GENDER led to the most conversions

How Conversion Tracking Works
Offsite Pixel
+
Success Page
+
Ad View or Click
=
Conversion Reported

How to Set it Up
1. Create a Conversion Pixel

How to Set it Up
2. Copy Your Pixel

How to Set it Up
3. Paste it on your Success Page

How to Set it Up
4. Create Your Ad and Select Tracking

What it Looks Like…

The Verdict
If your ad’s purpose is to get any type of
conversion…
YOU NEED TO USE CONVERSION
TRACKING!

Conversion Specs
Are you Optimizing?

What are Conversion Specs?
1. When you use Optimized CPM bidding,
Facebook automatically optimizes for a
specific action…

What are Conversion Specs?
2. By default, Facebook optimizes for Page
Likes, Post Engagement, Link Clicks, etc. –
Depending on the ad

What are Conversion Specs?
3. But what if you want something else?

Why You Should Use Them
Not all metrics are created equal. Don’t
trust Facebook to define your success!

When You Should Use Them
Sometimes you want engagement…
Sometimes you want a link click…
Sometimes you want a video play…
Don’t trust defaults!

How to Set it Up
1. “Manually set up conversion specs”

How to Set it Up
2. Replace the “action.type”

What Else Can You Optimize For?
app_engagement
app_install
app_story
like
link_click
mobile_app_install
page_engagement
page_story
post_engagement
post_story
receive_offer
rsvp
video_play
comment
post

What it Looks Like…

The Verdict
Measure the stuff that matters…
by OPTIMIZING for the stuff that matters!

Custom Audiences
Target your offline customers

What are Custom Audiences?
Target your offline customers in ads,
regardless of whether they are your Fans.

Why You Should Use Them
There is no better way to reach your paid
and subscribed customers on Facebook.

The Results
• Increase sign-up rate by 43% (TechCrunch)
• Decrease Cost Per Lead by 30% (TechCrunch)
• 30% higher Conversion Rate (OpenSky)
• 5X Return on Ad Spend (Nanigans)

When You Should Use Them
1. Target customers who are non-Fans
2. Announce a product launch
3. Combine with other marketing

How Does It Work?
1. Upload your customer list into Power
Editor
2. Facebook matches up users with your
customers
3. Target those people in your ads

Types of Customer Lists
Email Addresses
Phone Numbers
Facebook UIDs
Facebook App UIDs

How to Set it Up
1. Create Audience

How to Set it Up
2. Name, Describe, Upload, Choose

How to Set it Up
3. Wait…

How to Set it Up
4. Create Your Ad and Select Audience

The Verdict
Reach the people who matter most…
THOSE WHO HAVE BOUGHT FROM YOU!

Facebook Ad Reports
Shedding light on what’s actually
happening…

What are Facebook Ad Reports?
Facebook provides a reporting interface that
displays the performance of your ads.
…But it’s been improved!

The Old Reports

The New Reports

Why You Should Use Them
View performance based on SEGMENT
1. Placement
2. Country
3. Gender
4. Age

Why You Should Use Them
View performance based on ACTIONS
1. Likes and Cost Per Like
2. Conversions and Cost Per Conversion
3. Engagement and Cost Per Engagement

How to Use Them
Click Reports in Ad Manager

How to Use Them
Edit Columns: Data Breakdowns

How to Use Them
Edit Columns: Delivery & Spend

How to Use Them
Edit Columns: Actions

How to Use Them
Edit Columns: Cost Per Action

The Verdict
Learn what works and what doesn’t…
SPEND MONEY WHERE IT WORKS!

That’s It!
But just a second…

How to Find Me
JonLoomer.com
fb.com/JonLoomerDigital
@JonLoomer
jon@jonloomer.com
YouTube.com/jonloomer
Social Media Pubcast

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Q&A
Ask Me Anything!