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Unpublished Posts
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
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 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
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