Mind Made Paid Media Presentation

1. Paid Advertising

2. Advert Objectives
When first setting up a paid advertising campaign, or when you’re
pitching to a new client (it may seem obvious), but always ask
their main business goals and objectives. Sometimes clients ask
for lots of engagement, however what they really want is
conversions and prove ROI. I tend to get clarification so they can’t
go back on it!
In ads manager, click create and select the objective that’s best:
Select the objectives below to start creating your campaign
(most social platforms have the same objectives as the Facebook
ones below)

3. Building a campaign
A campaign is built in three stages:
TIP | It’s good to have a naming convention for all of your
campaigns, so when you come to search for different results, you
can find everything easily. When you get lots of clients this will be
extremely helpful. An example below is for Travel Zoo. Name it in
the bar at the top
Choose what you
want to pay for
Input your targeting,
budget and schedule
Add you creative
(video, image, copy)

4. Audiences
When building your audience, ask the client if they already have
any existing research on their customers. Then you can replicate
the interests, behaviours etc…
TIP | Lookalike audiences of email address, website visitors or of
the page work well in driving conversions (these will give you a
higher cost per click or cost per conversions, but this is because
they are a more valuable audience, so if you’re KPI’d on
conversions, I’d recommend these audiences.
However, if the client simply wants reach as many people as
possible or get lots of engagements, I’d recommend targeting a
broad audience with lots of interests. Generally speaking,
targeting broad audiences will give you a lower cost per click,
cost per engagement and CPM, therefore if you’re KPI’d on this, go
broad!
When building your audience and input your spend, Facebook will
give you an estimated reach, and cost per click I use this to build
KPI’s into new business presentations to give an idea of what they
can get for their money
TIP | I always emphasise how cheap FB is comparison to other
channels!)

5. Testing
Testing different audiences, creatives and copy is always good!
Clients love it!
It also highlights that your showing initiative to get them the best
possible results. All the best paid media agencies will be doing
this.
Building campaigns where you split test is fairly complex and
takes a bit of time to set up. However once you’ve done it a few
times, it gets much easier. Facebook has tried to make it more
simple too by adding the ‘create split test’ button below at the
very start when you pick the objective of your campaign:

6. Monitoring & Optimising
Always tell your clients that you will monitor the adverts (the split
testing) and will optimize towards the best performing as soon as
you can.
I always tell clients it’s a massive benefit of social media
advertising - we can tweak and change things at any point. It’s
not like a TV advert where you’ve spent £100k, it’s failing and you
can’t go back.
I usually just take a quick glance at the CPC each day to check

7. Pixel creation
Always get the pixel implemented! It’s the only way you can prove
your ROI to clients and keep them working with you.
To generate the pixel, open the main menu, by click the 3 bars in
the top left:
Click ‘add data source’, name your pixel, generate
the code and send it to a developer to implement
Under measure and report, click pixels
TIP | Make sure you let the developer know what event codes you
want them to implement and where on the website e.g.:
purchases on the checkout confirmation page, with purchase
conversions value code.

8. Tracking the pixel results
To track the pixel results and conversions, go to the main ads
manager dashboard and select ‘performance’ and ‘customise
columns’
You can then select the pixel conversions that you were aiming
to track, and they will appear in your main ads manager
dashboard like the below example:

9. Page posts
Once your advert is built in ads manager, you can go into ‘page
posts’ from the main menu bar, and publish the advert to the
page. This is a much better way of building adverts, rather than
just boosting them from the page:
Simply select the posts you want to publish or schedule, or you
can just keep them as dark adverts if you like. However, I find they
perform better if they are on the page

10. Reporting
Reporting is crucial! As mentioned previously, it’s the only way to
actually keep your clients and prove you’re doing a good job.
• I keep an overall dashboard in excel of month by month
results
• I report on the cost per each objective against the target set
(whether that’s CPC, CPE or CPA) in excel
• I report on each individual advert and the split testing, so they
can know exactly what is working for them (larger clients like
to use this information to use across their other channels, and
it makes them look good that they’ve got evidence behind it)
• I do a presentation report for clients too, as I’ve found in the
past they usually report to the board of directors in
presentation format. So it makes life easy for them
• I summarise every presentation with key learnings and
objectives for the next month to improve
I have sent over a reporting template for you if you want to pick
bits out of it and create your own J

11. Thank you