1.
The Facebook Ads
Blueprint: Why Most Fail,
But You Won’t
MATT NELSON, KLIENTBOOST

2.
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Matt Nelson is a Senior PPC Account Manager at
KlientBoost. When he is not focused on driving
conversions, you can find him binge watching Silicon
Valley or ganking noobs in Heroes of the Storm.
MATT NELSON
Senior PPC Account Manager, KlientBoost
@matt_e_nelson

3.
@Kissmetrics
#Kisswebinar
@thuelmadsen

4.
@KlientBoost
#Kisswebinar
@matt_e_nelson

5.
Let’s Get Started

6.
WATCH WEBINAR RECORDING NOW

7.
Let’s Get Started
Have You Ever Been Stuck Waiting for FB Ads to Convert?

8.
Let’s Get Started

9.
OUR FACEBOOK BLUEPRINT
(GETTING YOU 90% THERE)
Let’s Get Started

10.
1
Campaign Objectives - Which campaign should I pick?
3 Audiences - Where to prioritize and in what order
Bid Strategies - How to set up your bids to get the most out of your campaigns
TABLE OF CONTENTS
#Kisswebinar
3
4
Ads - Ad types and ad content your offering should be focused around5
Iceberg Effect - Once campaigns are live, this is how you’ll optimize and
improve performance
6
2
Facebook Pixel - Set this up right away

11.
(1) Facebook Pixel

12.
FACEBOOK PIXEL
#Kisswebinar

13.
FACEBOOK PIXEL
#Kisswebinar

14.
FACEBOOK PIXEL
#Kisswebinar

15.
FACEBOOK PIXEL
#Kisswebinar

16.
FACEBOOK PIXEL
#Kisswebinar
9 Standard Conversion Events
• View Content
• Search
• Add To Cart
• Add To Wishlist
• Initiate Checkout
• Add Payment Info
• Purchase
• Lead
• Complete Registration

17.
FACEBOOK PIXEL
#Kisswebinar
If needed, created custom conversions

18.
FACEBOOK PIXEL
#Kisswebinar
Tracking Conversions in the Campaigns

19.
FACEBOOK PIXEL
#Kisswebinar

20.
FACEBOOK PIXEL
#Kisswebinar

21.
FACEBOOK PIXEL
#Kisswebinar

22.
(2) Campaign Objectives

23.
CAMPAIGN OBJECTIVES
#Kisswebinar

24.
CAMPAIGN OBJECTIVES
#Kisswebinar

25.
CAMPAIGN OBJECTIVES
#Kisswebinar
It Depends On Your Business
! ➡ ! ! ➡ # $ % ➡ &

26.
CAMPAIGN OBJECTIVES
#Kisswebinar

27.
CAMPAIGN OBJECTIVES
#Kisswebinar
% ➡ &

28.
CAMPAIGN OBJECTIVES
#Kisswebinar
$

29.
CAMPAIGN OBJECTIVES
#Kisswebinar
! ➡ #

30.
CAMPAIGN OBJECTIVES
#Kisswebinar
! ➡ !

31.
CAMPAIGN OBJECTIVES
#Kisswebinar
What is the offer?
White Paper, free guide, demo request, free trial, subscribe, etc
Video

32.
CAMPAIGN OBJECTIVES
#Kisswebinar
Lead Ads

33.
CAMPAIGN OBJECTIVES
#Kisswebinar
Custom Drop Downs For More Qualified Leads

34.
CAMPAIGN OBJECTIVES
#Kisswebinar
Where Do The Leads Go?

35.
CAMPAIGN OBJECTIVES
#Kisswebinar
Integrates With CRMs
Direct Facebook Integrations
• Salesforce (Both Sales Cloud & Marketing Cloud)
• Marketo
• Oracle Eloqua
• MailChimp
• Drip
• Inxmail
• Constant Contact
• Clever Reach
• InfusionSoft
• Sailthru
• Sparkroom
• Active Campaign
• Mailjet
• Pipedrive
• Oracle Responsys
• HubSpot
• Emarsys
Third-Party Integration Partners
• Zapier
• Leadsbridge
• Driftrock
• Popimedia
• AdEspresso
• Connectio
• Active Prospect
• SyncSumo
• Sync2CRM

36.
(3) Audiences

37.
AUDIENCES
#Kisswebinar

38.
AUDIENCES
#Kisswebinar
UNDERSTANDING AUDIENCE
THREAT LEVELS

39.
AUDIENCES
#Kisswebinar
Ever Launched a Social Campaign
That Didn’t Work?

40.
AUDIENCES
#Kisswebinar
You Weren’t Obeying The “Chuck Norris PPC Cycle”
ACTION!
Consideration
Awareness
Display visitors
start here
Video visitors
start here
Interest
Social visitors
start here
Search visitors
could start here

41.
AUDIENCES
#Kisswebinar
Different Types of Visitors,
Need Different Types of Offers

42.
AUDIENCES
#Kisswebinar
Cold Visitors
They don’t know you and they’re not
looking for what you offer.

43.
AUDIENCES
#Kisswebinar
Warm Visitors
They’re interested in what you offer,
but not sure if you’re their solution.

44.
AUDIENCES
#Kisswebinar
Hot Visitors
They’re searching for your brand name
and want to do business with you.

45.
AUDIENCES
#Kisswebinar
The PPC Intent & Threat Scale
Conversion
Intent
Conversion
Threat

46.
AUDIENCES
#Kisswebinar
The PPC Intent & Threat Scale

47.
AUDIENCES
#Kisswebinar
The PPC Intent & Threat Scale
Display Video Social Search

48.
AUDIENCES
#Kisswebinar
So What Does This Mean For FB Ads?
=
=

49.
AUDIENCES
#Kisswebinar

50.
AUDIENCES
#Kisswebinar
1) Exhaust All Custom Audience Builds

51.
AUDIENCES
#Kisswebinar
1) Exhaust All Custom Audience Builds (Retargeting)
• First Buyers / Converters
Purchase Again
Up-sell (eBook downloader >>> Demo Request)
• Shopping Cart Abandoners
• Email Listers
• Site Visitors

52.
AUDIENCES
#Kisswebinar
2) Lookalike Audiences

53.
AUDIENCES
#Kisswebinar
2) Lookalike Audiences

54.
AUDIENCES
#Kisswebinar
2) Lookalike Audiences
• Create 1% lookalikes from custom audiences
Start with lowest funnel (your customers)
Move up the funnel to eventually lookalikes of your page followers
• As you start to hit reach max distribution expand to (1-5% LALs)
• Layer Audiences/Interests on top if performance doesn’t follow

55.
AUDIENCES
#Kisswebinar
3) Saved Audiences

56.
AUDIENCES
#Kisswebinar
3) Saved Audiences
• Interest / Demographic Based Targeting
• Target your ideal customer persona
• Can gain top interests & demographics from audience insights report

57.
AUDIENCES
#Kisswebinar
4) 1 Ad Set = 1 Audience
• Exclude appropriate audiences
• Keep granular to know what audience is attributed to the
success / failure of the ad set

58.
AUDIENCES
#Kisswebinar
Important to Note
• LALs and saved audiences might not convert on the same
custom audience offer (different audience temperatures)
• Refer to the PPC Intent to Threat Scale for valid offers (slide 71)

59.
AUDIENCES
#Kisswebinar
Want More Info on the PPC Traffic Thermometer?
Kissmetrics Webinar #180
http://grow.kissmetrics.com/webinar-180-rec
*With KlientBoost Founder Johnathan Dane

60.
(4) Bid Strategies

61.
BID STRATEGIES
#Kisswebinar

62.
BID STRATEGIES
#Kisswebinar
Always Start With Automatic Bidding

63.
BID STRATEGIES
#Kisswebinar
Always Start With Automatic Bidding
• Get faster ad distribution
• Build up traffic to get initial CPA performance data

64.
BID STRATEGIES
#Kisswebinar
What Do I Do After Setting Automatic Bids?

65.
BID STRATEGIES
#Kisswebinar
Set Max Bids To Lower CPA

66.
(5) Ads: Ad Types & Content

67.
AD TYPES & CONTENT
#Kisswebinar

68.
AD TYPES & CONTENT
#Kisswebinar
• Dark post ads
Build social proof and use same ads across different ad sets.
• Ad types
Front load the creation of different ad types - images, carousels,
videos, etc.
• Ad variation
Front load the creation of different ad variations - benefits/features,
testimonials, BOFU offers.
• Full ad war chest
Now you can test much faster.

69.
AD TYPES & CONTENT
#Kisswebinar
Dark Posting

70.
AD TYPES & CONTENT
#Kisswebinar
Dark Posting

71.
AD TYPES & CONTENT
#Kisswebinar
Pre-Promo Your Dark Posts

72.
AD TYPES & CONTENT
#Kisswebinar
Build Social Proof Before Launch
• See post with comments
https://www.facebook.com/
626005510833765/posts/981246778643172
• Share link with friends
Get shares, likes, and comments.
• Then launch
Control positive vs negative reception more
easily = positive framing.

73.
AD TYPES & CONTENT
#Kisswebinar
Don’t Be Like Juicero

74.
AD TYPES & CONTENT
#Kisswebinar
3 Main Ad Types For Your Ad War Chest
Image Ads Carousel Ads Video Ads

75.
AD TYPES & CONTENT
#Kisswebinar
What Should I Offer?

76.
AD TYPES & CONTENT
#Kisswebinar
The PPC Intent & Threat Scale
Display Video Social Search

77.
AD TYPES & CONTENT
#Kisswebinar
Your Offers Need to Match Your PPC
Channel Temperature
Coupon
Checklist/Cheatsheet
Toolkit
Calendar
Podcast
Email Course
Swipe File
Infographic
White Paper
Industry Stats
Quiz
Coupon
Video Course
Live Demo
Tickets
Giveaway
eBook
T-Shirt
Demo
Trial
Case Study
Webinar
Consultation
Quote
Purchase
Demo
Trial
Social
⬆

78.
AD TYPES & CONTENT
#Kisswebinar
What Does An Example of
This Look Like?

79.
AD TYPES & CONTENT
#Kisswebinar

80.
AD TYPES & CONTENT
#Kisswebinar

81.
AD TYPES & CONTENT
#Kisswebinar

82.
AD TYPES & CONTENT
#Kisswebinar

83.
AD TYPES & CONTENT
#Kisswebinar

84.
AD TYPES & CONTENT
#Kisswebinar
What Does This Mean For FB Ads?

85.
AD TYPES & CONTENT
#Kisswebinar
Your Offers Need to Match Your FB
Audience Temperature
Coupon
Checklist/Cheatsheet
Toolkit
Calendar
Podcast
Email Course
Swipe File
Infographic
White Paper
Industry Stats
Quiz
Coupon
Video Course
Live Demo
Tickets
Giveaway
eBook
T-Shirt
Demo
Trial
Case Study
Webinar
Consultation
Quote
Purchase
Demo
Trial
Lookalike Audiences
⬆⬆ ⬆
Custom AudiencesSaved Audiences

86.
(6) Iceberg Effect

87.
ICEBERG EFFECT
#Kisswebinar
Facebook
Audience
(controlled)
Breakdown
(uncontrolled)

88.
ICEBERG EFFECT
#Kisswebinar
Where is the conversion coming from?

89.
ICEBERG EFFECT
#Kisswebinar
This Is Where It All Comes Together

90.
ICEBERG EFFECT
#Kisswebinar
1 Ad Set = 1 Audience
• Exclude appropriate audiences
• Keep granular to know what audience is attributed to the
success / failure of the ad set
• We want to have control and know what is converting
and what isn’t

91.
ICEBERG EFFECT
#Kisswebinar
Use Audience Insights to
Build New Audiences
And Optimize Existing
Audiences

92.
ICEBERG EFFECT
#Kisswebinar

93.
ICEBERG EFFECT
#Kisswebinar
By Optimizing Campaign Breakdown
}- - - - - -- - -
REVENUE LIFT
POTENTIAL
} CURRENT
PERFORMANCE
Traffic Conversions Sales
Revenue

94.
1
Campaign Objectives - Depends on business type and offer
3 Audiences - Focus on hotter traffic first then move down to colder
Bid Strategies - Automated bidding for distribution then manual to lower CPA
CONCLUSION
#Kisswebinar
3
4
Ads - Ad types and ad content your offering should be focused around5
Iceberg Effect: Once campaigns are live, this is how you’ll optimize and
improve performance
6
2
Facebook Pixel - Why this is important (conversion tracking, custom audiences,
audience insights)

95.
OUR FACEBOOK BLUEPRINT
(YOU ARE NOW 90% OF THE WAY THERE)
Conclusion

96.
THANK YOU!!!
Your Facebook Ads Are Stronger Than Ever
Conclusion

97.
LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation