7 strategies for improving Facebook advertising performance that aren't typically recommended by Facebook representatives are outlined. The strategies include: 1) running ads on existing creative as page post engagements to test performance before broader campaigns; 2) expanding target audiences and offers rather than increasing budgets for underperforming ads; 3) mirroring email automation workflows with Facebook ad campaigns; 4) advertising other websites to still track downstream effects; 5) using influencer content and comparing performance to branded content; 6) conducting brand lift studies to measure non-direct campaign impact; and 7) building Facebook page followers through targeted page content and limited invitations.

1. 7 Strategies You Won't Hear from Your
Facebook Rep
What I Learned Spending $10,000,000+ on Facebook

3. 3Slide
Social proof your creative
● Run your ad creative in a PPE (page post
engagement) campaign targeting high value
customers, loyalty program, etc.
● Take the post ID from your proofed ad
creative to use in prospecting campaigns.

4. 4Slide
Scale horizontally, not vertically
New objectives. Although it might not be the
actual objective, CPMs might be less
competitive.
New audiences. Create broader LALs or use
different seed audiences (ATC, 2+ purchasers,
top 10% of web traffic, etc)
New offers. What can you put in front of them
that’s different than they’ve seen before?

5. 5Slide
Mirror your email automation with
your Facebook ad strategy
● Facebook advertising has the ability to
impact every part of the customer
lifecycle.
● Leverage a tool like LeadsBridge to
automate the sync of your CRM to FB
custom audiences.
● Some examples series:
○ Welcome
○ Cart Abandonment
○ 2nd Purchase
○ Review Solicitation
○ Win-back
○ Churn Mitigation

6. 6Slide
Don’t be afraid of advertising
someone else’s website.
● With the Facebook pixel, you’ll still be
able to see the downstream effects of
those advertising efforts.
● Leverage a service like Pixel.Me to
pixel traffic to third-party sites for
retargeting purposes.
● Test as both a top and mid funnel
strategy.

7. 7Slide
● The Branded Content feature on
Facebook enables brands to boost
influencer’s content
● Run an A/B split test to determine if
the influencer or the brand returns a
better response rate
● If the influencer provides a better
response rate, work a contract to get
advertiser access to their page
Figure out who should be
marketing your brand

8. 8Slide
Quantify brand marketing
impact by running your own
BrandLift study.
● Facebook has audience segments that
allow you to split the Facebook
audience into different percentiles.
Ask your FB rep for access to these.
● Holdout a percentage segment from
your campaigns—let’s say 10%.
● Run surveys to both the exposed an
holdout groups post-campaign to
measure impact.

9. ● If you have under 100,000 likes on your
page, you can send page invitations to
people who have reacted to your page
content.
● Run PPE campaigns on your page
content targeting your ideal
demographic. Invest in the content
with the lowest cost per reaction.
● You are limited to a few hundred
invites per day per person. Leverage
several page admins to scale.
9Slide
Build your FB pages through an
invitation-based model

10. thank you.
we’re always hiring talented and ambitious people.
email me. tommy@stripesagency.com
10Slide