The 4 Most Powerful Facebook Advertising Tools Marketers Aren't Using

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Conversion Tracking
Conversion Specs
Custom Audiences
Facebook Ad Reports

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The 4 Most Powerful Facebook Advertising Tools Marketers Aren't Using

  1. 1. The 4 Most Powerful Facebook Advertising Tools Marketers Aren’t Using …but SHOULD BE!
  2. 2. About Jon Loomer NBA (not a player!) Facebook Since 2007 Own Biz in 2011 Top 10 Blogs of 2013
  3. 3. About Jon Loomer Father of Three Boys Obsessed Baseball/Brewers Fan Passionate Coach I LOVE STATS
  4. 4. What We’ll Cover The Power of Facebook Ads Conversion Tracking Conversion Specs Custom Audiences Facebook Ads Reporting [SWEET OFFER]
  5. 5. 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!
  6. 6. The Power of Facebook Ads
  7. 7. No Better Way to TARGET!
  8. 8. 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
  9. 9. 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Domain Sponsored Stories Page Like Sponsored Stories News Feed Mobile Ads Video Ads Placement Selection Connections FBX Unpublished Posts
  10. 10. Why Aren’t You Doing It?
  11. 11. Why Aren’t You Doing It? “IT’S TOO MUCH!!
  12. 12. How Can We Make it Easier? SIMPLIFY!
  13. 13. 4 Most Powerful Tools 1. Conversion Tracking 2. Conversion Specs 3. Custom Audiences 4. Facebook Ad Reports
  14. 14. Conversion Tracking It’s not just about tracking…
  15. 15. What is Conversion Tracking? TRACK and OPTIMIZE for an offsite conversion!
  16. 16. TRACK TRACK how many people clicked on or looked at your ad and then… • Bought • Submitted • Registered
  17. 17. TRACK TRACK the cost of your ad vs. direct revenue. ROI!
  18. 18. OPTIMIZE OPTIMIZE to reach users most likely to perform your desired conversion.
  19. 19. Types of Conversion to Optimize For Checkouts Registrations Leads Key Page Views Adds to Cart “Other” Conversions
  20. 20. Why You Should Use It If you aren’t tracking your conversions… you’re just guessing!
  21. 21. 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”
  22. 22. 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
  23. 23. How Conversion Tracking Works Offsite Pixel + Success Page + Ad View or Click = Conversion Reported
  24. 24. How to Set it Up 1. Create a Conversion Pixel
  25. 25. How to Set it Up 2. Copy Your Pixel
  26. 26. How to Set it Up 3. Paste it on your Success Page
  27. 27. How to Set it Up 4. Create Your Ad and Select Tracking
  28. 28. What it Looks Like…
  29. 29. The Verdict If your ad’s purpose is to get any type of conversion… YOU NEED TO USE CONVERSION TRACKING!
  30. 30. Conversion Specs Are you Optimizing?
  31. 31. What are Conversion Specs? 1. When you use Optimized CPM bidding, Facebook automatically optimizes for a specific action…
  32. 32. What are Conversion Specs? 2. By default, Facebook optimizes for Page Likes, Post Engagement, Link Clicks, etc. – Depending on the ad
  33. 33. What are Conversion Specs? 3. But what if you want something else?
  34. 34. Why You Should Use Them Not all metrics are created equal. Don’t trust Facebook to define your success!
  35. 35. 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!
  36. 36. How to Set it Up 1. “Manually set up conversion specs”
  37. 37. How to Set it Up 2. Replace the “action.type”
  38. 38. 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
  39. 39. What it Looks Like…
  40. 40. The Verdict Measure the stuff that matters… by OPTIMIZING for the stuff that matters!
  41. 41. Custom Audiences Target your offline customers
  42. 42. What are Custom Audiences? Target your offline customers in ads, regardless of whether they are your Fans.
  43. 43. Why You Should Use Them There is no better way to reach your paid and subscribed customers on Facebook.
  44. 44. 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)
  45. 45. When You Should Use Them 1. Target customers who are non-Fans 2. Announce a product launch 3. Combine with other marketing
  46. 46. 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
  47. 47. Types of Customer Lists Email Addresses Phone Numbers Facebook UIDs Facebook App UIDs
  48. 48. How to Set it Up 1. Create Audience
  49. 49. How to Set it Up 2. Name, Describe, Upload, Choose
  50. 50. How to Set it Up 3. Wait…
  51. 51. How to Set it Up 4. Create Your Ad and Select Audience
  52. 52. The Verdict Reach the people who matter most… THOSE WHO HAVE BOUGHT FROM YOU!
  53. 53. Facebook Ad Reports Shedding light on what’s actually happening…
  54. 54. What are Facebook Ad Reports? Facebook provides a reporting interface that displays the performance of your ads. …But it’s been improved!
  55. 55. The Old Reports
  56. 56. The New Reports
  57. 57. Why You Should Use Them View performance based on SEGMENT 1. Placement 2. Country 3. Gender 4. Age
  58. 58. 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
  59. 59. How to Use Them Click Reports in Ad Manager
  60. 60. How to Use Them Edit Columns: Data Breakdowns
  61. 61. How to Use Them Edit Columns: Delivery & Spend
  62. 62. How to Use Them Edit Columns: Actions
  63. 63. How to Use Them Edit Columns: Cost Per Action
  64. 64. The Verdict Learn what works and what doesn’t… SPEND MONEY WHERE IT WORKS!
  65. 65. That’s It! But just a second…
  66. 66. How to Find Me JonLoomer.com fb.com/JonLoomerDigital @JonLoomer jon@jonloomer.com YouTube.com/jonloomer Social Media Pubcast
  67. 67. Master These 4 Tools FB Marketing Advanced University: Power Editor
  68. 68. FB Marketing Advanced University: Power Editor Five Sections 40+ Written Lessons 4+ Hours of Video Beginner to Advanced Completely Self-Serve
  69. 69. Limited Time Offer! Price as of Monday: $147 Your Price: $73.50 50% OFF!
  70. 70. How to Sign Up… JonLoomer.com/training 50% OFF EXPIRES MONDAY!
  71. 71. Q&A Ask Me Anything!

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