If you’re looking to utilize Facebook advertising to hit record-breaking holiday profits – Join CPC Strategy, AdEspresso & AddShoppers for THE 2016 Facebook Advertising Summit of the year.

1. The 2016
Facebook Advertising Summit
HOW TO APPROACH FACEBOOK PERFORMANCE MARKETING DURING THE Q4 SHOPPING RUSH

2. Custom Audiences
From Zero To Hero In 4 Steps!
@AdEspresso

3. These are ads I saw yesterday

4. And This is my face when I saw them!

5. Every day
hundreds of thousands of dollars
are wasted
Displaying a great ad …
… To the wrong audience

6. The Solution ?
Custom Audiences

8. Upload a list of eMails, phone numbers, user IDs and create an audience of
people you’ll be able to target with ads
On average 50-70% of the contacts are matched.
massimo@adespresso.com
email1@gmail.com
email2@gmail.com
What are Custom Audiences?

9. Add a Facebook’s pixel and create an audience with anyone who visited your
website (or specific pages)
Extremely effective. Analyze up to 180 days of data.
Add the pixel immediately!
Website Custom Audiences

10. Facebook create a BIG audience of
users very similar to yours.
Lookalike Audiences
What are Lookalike Audiences?

11. Basic Custom Audience
Strategies

12. Convert Leads into Customers
Users who already have a
relationship with you are the
most likely to buy
Incentivize them with special
discounts!

13. Shopping Cart Abandonment
26% of users who abandon the
checkout will buy the product if
retargeted
Create WCA with users who start
the checkout process but don’t
complete it!

14. Cross Device Targeting
People love to discover on mobile…
… but they usually don’t convert on
the go.
Retarget your mobile traffic when
they’re on desktop to maximize
conversions.

15. Custom Audience Exclusion
People love to discover on mobile…
… but they usually don’t convert on
the go.
Retarget your mobile traffic when
they’re on desktop to maximize
conversions.

16. Keep Custom Audiences in
Sync

17. Custom Audiences have one major
flow
If they’re not up to date they are
useless

18. And keeping them up to
date usually requires you
going crazy with CSV files
:(

19. Best Tools to Keep CA in Sync

20. Select Facebook As Source

21. Pick a Form to Sync

22. Pick a Destination

23. Pick a List

24. Customize Fields

25. Advanced Strategies
Target Follow Up ads to users who read your emails!
Retarget users who have not opened your emails
Re-engage on Facebook with unsubscribes

26. Engagement Based Audiences

27. What are Engagement Audiences?
A Great way to retarget users based on their interactions with your ads
Engagement audiences currently support:
Video Ads
Lead Ads
Canvas

28. How to Create Engagement Audiences
Access the audience section of Business Manager

29. How to Create Engagement Audiences
Select Engagement on
Facebook

30. How to Create Engagement Audiences
Pick the engagement you
want to use

31. How to Create Engagement Audiences
Create a Custom Audience based on video views

32. How to Create Engagement Audiences
Or Lead Ads interactions

33. Advertising Strategies
Use video ads for top of the funnel engagement then retarget
anyone who watched > 50% to covert into leads
Retarget users who opened a Lead Ad but did not submit a form
and send them to a traditional landing page
Retarget people who submitted a lead ad to convert them into
customers

34. Advanced Pixel Tracking

35. Custom Events Tracking
Facebook Pixel can be used for much more than
Website Custom Audiences and Conversion
tracking

36. How to track a custom event
Not only you can create a custom event to track.
You can also pass arbitrary values!

37. And Create an Audience from it

38. And Create an Audience from it
Enter Advanced mode
and include users based
on Events

39. And Create an Audience from it
Pick the event you want
among standard and
custom ones!

40. And Create an Audience from it
You can even filter inclusion and exclusion based
on custom parameters!

41. Advertising Strategies
Track custom parameters with the blog post category a user is
reading and target them based on their interests!
Target users based on specific interactions with your website like a
search for a specific Artist.
Track and target users by referral showing specific ads to users
coming from Google for example.