The document discusses Facebook advertising strategies for businesses. It explains how to build look-alike audiences that resemble a business's best existing customers to reach new potential customers. It then outlines the "popcorn attribution model" which involves 5 steps: 1) awareness by exposing audiences to ads, 2) engagement through interacting with ads, 3) getting visitors to the business's site, 4) generating leads, and 5) following up to close sales. The document provides tips on creating the right audiences and ad campaigns to move people through these stages in the sales funnel.

1. MEET YOUR
NEW
DIRECTOR OF
SALES at 4:50

2. zuck

3. It’s not too late...

4. What’s your ad strategy?

5. Did you see our ads?

6. How we reached you (Look-a-like)

7. How we reached you (Engagement Objective)

8. Retargeting ad...

9. How we retargeted you (FB Engager)

10. How we reached you (Video View Objective)

11. Venue Targeting

12. Venue Targeting

13. How I got here..
2004 2007 2016 2019
Facebook founded in
Cambridge MA in
February 2004 and
shortly after I ditched
Myspace for Facebook
Joined forces with a
leading SEO and Web
Design company to form
Merged Media
Founded Fresh Crowd
and began the journey
to help hundreds of
businesses with their
social media
Used Facebook to
promote my rock band
and our tour through
Japan

14. What Most People Do

15. The strategy that works

16. The Popcorn
Attribution
Model

17. #1 Smell the popcorn (Awareness)

18. Build Audiences
That Look Like Your
Best Customers

19. Create Your Audience

20. Build Your
Look-a-Likes
- Purchasers/Leads
- Top spending customers
- Website views (14 days)
- People that watched 50% of a video
- The people spending the most time on
the website (exclude people spending
the least amount of time on website

21. Awareness

22. #2 Take the popcorn (Engagement)

25. #3 Taste the Popcorn (Visitor)

26. Engagement → Visitor

27. #4 Prescribe the Remedy (Lead)

28. The Aspirin Effect
• What is the problem my audience has? Get clear on the
problem you solve so you can speak to that in your copy
• People are motivated by how results make them feel - hit
both the emotional and logical side of things.

29. Visitor → Lead

30. #5 Follow-up (Close)

31. HOT AUDIENCES

32. Retarget Users Spending Most Time on Site

34. Retarget Users Initiated Checkout (Exclude
Purchasers)

38. Account Deactivated Ad Disapproved