This document provides an overview of 5 lessons on using Facebook ads for ecommerce in the era of iOS14. The lessons cover understanding how iOS14 has impacted Facebook's ability to track users and target ads, setting up the Facebook pixel and event tracking, creating audiences using first-party and Facebook data, campaign and ad set options like objectives, budgets, and targeting, and going beyond conversion goals. The key points are that targeting needs to be broader due to less data, lookalike audiences may not work as well, and remarketing may not perform how it used to but should still be set up.

1. Facebook Ads for
Ecommerce /
Understanding iOS14 & its
Impact
Susan Wenograd

2. The journey of this course
Lesson 1
Understanding
Facebook in the
era of iOS14
This is a short
description of the
lesson.
Lesson 2
Pixel, Event
Measurement,
and Audience
Types
The backbone parts of
your ad account setup.
Lesson 3
Campaigns & Ad
Sets
Settings, pros/cons,
and targeting in post
iOS14.
Lesson 4
Creative &
Messaging for
Your Ads
The ad messaging ads
should focus on, and
how to organize your
creative library for
easier analysis.
Lesson 5
Using Facebook
Beyond
Conversions
Go beyond just running
ads for sales with
these additional
Campaign types &
tactics.

3. Lesson Objectives
1. How this affects Facebook advertisers.
a. How it has likely impacted targeting
b. What it means for the data you see
2. What the data means in this new era.

4. How FB Data Used
to Work
Facebook used to have a LOT of data, thanks to its
pixel being a fixture on almost every website out
there.
Facebook user behavior could be pieced together
outside of what they did on Facebook.
This information could then be used by advertisers to
target on Facebook.
Sounds great, right? (It was.)
FB Pixel on
External
Sites
On-FB and
On-IG
activity
User

5. But then, iOS14
happened.
Prior to iOS14: Users were automatically opted into
this tracking, unless they went into settings and
disabled it.
After iOS14: A prompt had users opt IN.

6. Estimates are a
60%+ Opt-Out
Rate
Ouch. Let’s see why this hurts.

7. How did this affect
Facebook Ads?
● Online behaviors off-Facebook that contribute to targeting disappear. They know
less about their users than then used to.

8. How did this affect
Facebook Ads?
● Actions a user takes directly on an advertiser’s site (did they purchase? Did they
Add to Cart?)
● A user will only be tied to one event (Example: They Added to Cart and
Purchased, it will only track Purchase if tracking is enabled.)

9. How did this affect
Facebook Ads?
● Without that data, it has less to use for
targeting.
● Less data feedback on whether the users are
performing the actions the advertiser wants
FB Pixel on
External
Sites
On-FB and
On-IG
activity
User

10. Are Facebook Ads
worthless now?
Many claimed this would be the death knell for Facebook.
While it doesn’t work like it used to, that doesn’t mean it just “doesn’t work.”
Many brands still cite and use Facebook as one of their primary media drivers.

11. Case Study:
How an
advertiser
stayed the
course

12. Pre-iOS14
● Lookalike audiences based off site visitor
behavior
● Niche interest groups with creative tightly
messaged to those user types.
● To prepare, we stopped focusing on
Facebook’s metrics, and came up with overall
ROAS goals for site sales to gauge advertising
effectiveness.
Avg monthly spend: $325,000-$350,000
January: 2.7
February: 2.4
March: 2.4
April: 2.2

13. Initial Post-iOS14
● Users started opting in during a rolling period of
weeks while their phones updated.
● Initial data loss created noticeable issues of
poor ad performance.
Dropped spend to just over $200,000 (exept for Q4)
June: 1.6
July: 1.8
August: 1.7
September: 1.9
Oct: 2.0

14. How do you think their
targeting has changed?

15. Recent Post-iOS14
● Broad targeting
● Interest groups stay much broader
● Lookalikes don’t work as well, and we rarely use
them with this client
● More creative, and faster iterations on versions
that are working.
Monthly Spend remains around $225,000. Other
money distributed to heavy up in Google and TikTok.
Jan: 1.9
Feb: 2.1
Mar: 2.0
Apr: 1.9

16. It now falls more to the
advertisers to make
this work.
If you tackle Facebook Ads knowing this, and with
pointes we’ll show you, you won’t have the panic
many brands have had.

17. The brands that
succeed know…
#1: Advertising channels work together to deliver results.
In-platform attribution was never totally correct.

18. The brands that
succeed know…
#2: Ads get users in the door, but that doesn’t build a
business.

19. The brands that
succeed know…
#3: Their numbers: conversion rates, upsell rates, lifetime
value, and all the things that make a healthy, sustainable
brand.
Facebook Ads are a tactic, not a strategy.

20. Do you feel you have a good
grasp on your business?
If so, then don’t be scared off by people frustrated
over Facebook Ads, and focus on what you can
control.

21. Lesson Recap
1. What iOS14 did
2. How it affected data feedback to Facebook
3. How this affected targeting and event tracking
4. What brands need to know to navigate this new era.

22. Lesson Resources
Facebook’s detailed Business Center release on iOS14 can be found here, if you’d like to
know the more intricate details of the landscape.

23. Assignment
● Log all the relevant metrics in your ecommerce world.
○ Average conversion rates
○ AOV
○ Lifetime value
● Use these to understand an acceptable cost to acquire new customers.
● Also calculate the Return on Ad Spend (ROAS) that makes sense for your business
situation.

24. Facebook Ads Success
in Ecommerce
Pixel, Event Measurement and Audience Creation
post-iOS14
Instructor Name

25. The journey of this course
Lesson 1
Understanding
Facebook in the
era of iOS14
This is a short
description of the
lesson.
Lesson 2
Pixel, Event
Measurement,
and Audience
Types
The backbone parts of
your ad account setup.
Lesson 3
Campaigns & Ad
Sets
Settings, pros/cons,
and targeting in post
iOS14.
Lesson 4
Creative &
Messaging for
Your Ads
Winning with creative
means having a plan.
Here’s the framework
and best practices for
Facebook Ad creative
testing.
Lesson 5
Going Beyond
Conversion Goals
Go beyond Conversion
goals to leverage other
things Facebook is
good at, to propel your
business results.

26. Lesson Objectives
1. Ensuring pixel setup and event tracking are correct in the post-iOS14 world.
2. The difference between CAPI and the Facebook Pixel, and why to have both.
3. Audience types you can create, and how to use your own customer data.

27. The Pixel & Aggregated
Event Measurement

28. Pixel Events

29. Pixel Events
Aggregated Event
Measurement:
“Allows for measurement of web and
app events from people using iOS 14.5
or later devices”
8 designated events only from a
verified domain

30. Prioritizing Events

31. Prioritizing Events
Web Purchase Events with Revenue: Automatically uses 4 of your 8 slots
Link to specific documentation at end of deck.

32. Creating Custom
Events
For anything outside “typical” Events in Ecommerce

33. Creating Custom
Events
URL logic can be set to “contains,” “includes,” or
“Doesn’t contain.”

34. CAPI (Conversion API)

35. CAPI vs. Cookies
Your Website Server
Facebook Ads Manager
User Browser Cookie Added
Your Website
Facebook’s Server
Pixel
Method
CAPI

36. Accessing CAPI
Interface

37. Things to Know
You need server access for implementation.
If you’re not a developer, you will likely want to have one handy, as it will require some
coding work to format your events to be read by Facebook’s API.
It’s worth it if you experience a large disparity between Facebook data and your on-site
data. It will not “fix it” (nothing will), but more data is not a bad thing.

38. Creating Audiences

39. First-Party vs. Meta
Data
● First-party: Data you provide to Facebook (email addresses, web traffic, etc).
● Facebook Data: Interest-based (FB determines this) and on-platform behaviors.
Let’s look at these in more detail.

40. Creating Audiences

41. Creating Audiences

42. Creating Audiences

43. Using Your Data
● Your email lists
● Segments of your product catalog, based on what users viewed, added to cart, or
purchased
● Pixel-based behaviors (viewed x pages, etc)

44. Creating Audiences

45. Using Meta’s Data:
Most Common
● Users who viewed x% of specified videos
● Users who viewed or filled out lead forms in your ads
● Users who opened an Instant Experience ad to interact with it
● Users who interacted with your posts or Page on FB or IG

46. Using Audiences to
your Benefit
High-interaction content can play a crucial role in your ad efforts.
Think through what you have, and how to leverage it.
Highly-engaged video → Create segment of watchers and run remarketing ads

47. Assignment
Think through what audiences you have that you can leverage, beyond the obvious ones:
1. Look at your content. Are there standouts for interaction/watching?
2. Would it be worth running it to more people as a Video View campaign?
a. Cheaper than Conversion campaigns
b. Builds the Audience segment of those who watched.
3. The same can be done for written content or posts. Do you have any that resonated with
your core audience?
Figure out what audience segments you can make that should get remarketing ads as their
next step.

48. Lookalike Audiences

49. What are
Lookalikes?
Indicate audience you
want to find more of from
your Custom Audience
list.
This can be based on
your own data, or on their
FB-based behaviors, like
our previous examples.
Facebook matches those
users to FB users,
understands their patterns of
behavior, and finds other users
not on the list who are like that.

50. How Well Do They
Work?
● Unfortunately, pixel-based behavior lookalikes have suffered with iOS14. Less data
means Facebook can’t be as accurate as it was.
● Success also depends on how specific you are with who you want.
○ If your list is enormous and contains many different buyer types, this won’t
help Facebook much.
○ If it’s too small, FB will struggle to discern patterns
● Recommended size is at least a few thousand, assuming they are a very defined
persona type.

51. Examples of Lookalike
Segmentation
● Sometimes less is more!
○ Upload separate lists of buyers based on amount spent.
○ Upload separate lists of buyers based on what was purchased.
○ Upload lists from holiday season to help locate gifters outside of your usual
buyer.

52. Lesson Recap
1. Leverage audiences you own that don’t rely on the Facebook pixel.
2. Maximize audiences who interact with you in various ways on Facebook. That data isn’t
as eroded, and it’s often overlooked.
3. Test lookalikes, but make sure the seed audience is a good representation of what you
want. Think through your buyers and customer types, and do more lists with less people
if that makes sense for your situation.

53. Facebook Ads for
Ecommerce
Campaign and Ad Options
Instructor Name

54. The journey of this course
Lesson 1
Understanding
Facebook in the
era of iOS14
This is a short
description of the
lesson.
Lesson 2
Pixel, Event
Measurement,
and Audience
Types
The backbone parts of
your ad account setup.
Lesson 3
Campaigns & Ad
Sets
Settings, pros/cons,
and targeting in post
iOS14.
Lesson 4
Creative &
Messaging for
Your Ads
Lesson 5
Going Beyond
Conversion Goals
Winning with creative
means having a plan.
Here’s the framework
and best practices for
Facebook Ad creative
testing.
Go beyond Conversion
goals to leverage other
things Facebook is
good at, to propel your
business results.

55. Lesson Objectives
1. Review the components of a Facebook Ads campaign.
2. Understand the targeting options you have to reach your ideal customers.

56. Ecosystem
Hierarchy
Facebook Ads operate as a parent-child system
comprised of Campaign→ Ad Sets → Ad Creative.
Campaign
Ad Set
Ad Ad
Ad Set
Ad Ad Ad
Ad

57. Ecosystem
Hierarchy
Different settings for your advertising are set up in
Campaigns and Ad Sets.
Here’s a breakdown of the major options, and where
they live between the two.
Budget is one exception to this division, where it can
be set in either section.
Campaign
Ad
Set
● Campaign Type/Objective
● Budget (optionally)
● Total Spend Cap
● Special Category ID (if applicable)
● Targeting
● Budget (optionally)
● Optimization Action
● Attribution Model
● Schedule
● Audience Target
● Placement Options
● Device Targets

58. Campaign Options &
Settings

59. 1: Campaign
Objective
In most cases, ecommerce campaigns use
Conversions as their goal.
This doesn’t always have to be a Purchase - it can be
anything you set up as your key Events in your pixel
set up.
We will also cover Catalog sales in a later lesson.

60. 2: Special Ad
Declaration
If you are in what Facebook classifies as a “sensitive
subject area,” you will have gone through an identity
verification process, which allows you to run this type
of messaging.
Here is where you would check off which group you
belong to.
If you don’t, you can leave this blank.

61. 3: Capping Lifetime
Spend
If your Campaign has a defined budget that you
cannot go over, you set this cap here.

62. Ways to Allocate
Budget
There are two ways to budget in Facebook:
1. Budget for a Campaign, which will then have
Facebook distribute the spend to the Ad Sets
as it sees fit.
2. Budget is specifically assigned to each Ad Set,
and you set no budget at the Campaign level

63. What do you think the
Pros/Cons of CBO might be?

64. CBO: Pros & Cons
Simpler budget management
Possible overall better performance
with Facebook automatically
adjusting your spend to your best-
performing Ad Sets.
Facebook now gets less data,
which can impact CBO’s ability to
determine winners.
Less control if you have a specific
way you want money spent.
Pros Cons

65. 4: Campaign Budget
Optimization (“CBO”)
Using CBO means you would then set these options
to apply to all of your Ad Sets.
If you don’t use CBO, you will still have these options,
but they are set up with each Ad Set.

66. Campaign Bidding
● Most advertisers leave this as “highest value
or lowest cost.”
● Other bidding types have struggled since
iOS14, due to lack of data.
● Start with lowest cost, see where it hits.
○ After that, test Cost cap.
○ Testing Cost cap with no
history/baseline can cause it to not
deliver.
ROAS bidding is largely ineffective at this point.

67. Ad Set Options & Settings

68. Setting Your
Conversion
Facebook will automatically list the pixel you have
associated with your account.
The dropdown will automatically populate with the
Aggregated Events you set up in Business Manager
tracked by your pixel.
Choose the event you want Facebook to optimize
your buy for. (This is usually Purchase.)

69. Opting in to Dynamic
Creative
Dynamic Creative Optimization (DCO) isn’t actually
set up until the Ad Creative section, but you opt into it
here.
We will cover this more in depth when we dive into
creative - for now, just know that’s where the control
for it sits.

70. Setting Your Budget
& Schedule
If you did not opt in to Campaign Budgeting, then you
will see the same options here in the Ad Set.
● Daily or lifetime budget
● Start/End dates (optional)
● Ad Schedule (only available with lifetime
budget setting)

71. Targeting Your
Audiences
There are three main ways to target:
● Custom Audience: One that you own or created,
example: email list, lookalikes
● Saved Audience: One that you assembled and
saved to be used over and over
● Detailed Targeting: Using Facebook’s
classifications of its users
Gender, Age, Location are also standard.

72. Excluding Audiences
Still recommended as a best practice, however:
Remember, iOS14 will affect excluding audiences
based on site pixel - so some of your excluded
audiences will likely still see your ads.
Example:
● Users who have purchased.
● Users who visited but didn’t purchase & need
specific remarketing creative.

73. Typical Account Structure
Templates

74. Using CBO with
Categorized Ad Sets
Assigning a campaign-level budget, but keeping the
ad sets along the same theme.
Examples:
● Lookalikes grouped together
● Interests
These days, highly specific ad groups aren’t advised.
Larger groups are better to help make up for less
data.

75. How Should You
Target Now?
● Broader is better. Facebook needs large data pools, and that has gotten harder with iOS14.
● Facebook also can easily draw associations between your goal and the audiences it has. You can
give it a general direction and it will optimize as it learns, without needing to be overly prescriptive.

76. Is Remarketing Still a
Thing?
● Yes and no.
● Yes, set up retargeting, but be ready for it to not do what you might expect.
● Test NOT excluding these audiences from your larger groups - this can actually make your results better
overall. (Remember, FB needs more data per ad set, not less.)

77. Lesson Recap
1. Campaigns and Ad Sets both have settings that affect your targeting, spend, and results.
2. Aggregated Event Measurement was created in response to iOS14. It’s crucial you have
it set up properly for the best chance of optimization.
3. Audience targeting has drastically changed, from hyper-specific to tell Facebook what to
do, to telling Facebook what you want done and having them find the audiences.
4. Remarketing has also changed, and cannot be relied upon the same way it was.

78. Lesson Resources
1. More on Event Measurement details can be read here
2. Details on choosing to use Value Measurement in your Purchase events, and how that
affects your number of named events is here.

79. Facebook Ads for
Ecommerce
Creative Messaging & Your Ads
Instructor Name

80. The journey of this course
Lesson 1
Understanding
Facebook in the
era of iOS14
This is a short
description of the
lesson.
Lesson 2
Pixel, Event
Measurement,
and Audience
Types
The backbone parts of
your ad account setup.
Lesson 3
Campaigns & Ad
Sets
Settings, pros/cons,
and targeting in post
iOS14.
Lesson 4
Creative &
Messaging for
Your Ads
Lesson 5
Winning with creative
means having a plan.
Here’s the framework
and best practices for
Facebook Ad creative
testing.
Going Beyond
Conversion Goals
Go beyond Conversion
goals to leverage other
things Facebook is
good at, to propel your
business results.

81. Lesson Objectives
1. Breakdown of common creative constructs.
2. What to test in your ads.
3. How to plan your testing, so you’re never looking for ideas and staring at a blank screen.

82. The Importance of
Creative
Reduction in targeting ability leaves creative as the
main lever of control in Facebook/Instagram.

83. The #1 Mistake
Having no plan wastes time, money, and effort.
Creative testing needs to be a crucial, focused part of your marketing efforts.
Without it, it leads to:
● Random ads without evolving to what works.
● Not understand what your customers care about.
● Lack of understanding to your strengths.
● Flailing, last minute creative tries where nothing is learned, and hope is a strategy.

84. The Other
Challenge
Unfortunately, the in-app experience for
analyzing creative in Facebook isn’t that
great.
It doesn’t create views that help you get high-
level insights.
To do it well, usually a third-party tool is best,
but we will go through a manual way.

85. How to Start in a
Ready State
Creative is often mistaken as something that has to be inspired and go viral.
Creative that works is a result of testing with purpose, but many brands don’t understand how to handle
creative in a purposeful way.
We’re going to break down, step by step, how to make a Creative testing plan.

86. Preparing Ahead to
Analyze
This can be done however you’re most comfortable.
For example’s sake, we’ll do this in a Google Sheet.

87. Figure Out Your Naming
Conventions

88. Ecosystem
Hierarchy
Because Facebook isn’t a great place to derive larger-scale insights, work around this by naming your ads
consistently.
Your way may vary, but here’s a way to start.
This will allow you to export your data and get insights more easily.

89. First: Creative
Types & Names
At its most basic level, your Facebook Ads are made
up of visuals and text.
First, list them and decide how you’ll refer to them in
your ad names. Here’s an example on the right.
Visuals
Text
● Static images → static
● Illustrations → illus
● Videos → video
● Animated Gifs → gif
● Headline → hl
● Paragraph Text → pt
● In-Image Copy → iic

90. Make a Simple
Creative Key
You can do this in a Google Sheet, an Excel
Sheet…whatever makes sense for your situation.
(This not only acts as a creative inventory, but it is
also a great way to not run out of ideas.)
Make a tab for headlines, and one for paragraph text.

91. Second: Catalog
What You’ll Run
On both sheets:
● Call the first column “ID”
● The second column can be called “Headline
Text.” (Or Paragraph Text, depending on the
sheet.)
● Go down the “Text” line, and start filling in your
copy, one version per line.
● You can insert your first ID number, and just
keep going up as you add a version.

92. Ecosystem
Hierarchy
Many brands don’t do this next part, because they
already have a name to the creative they choose to
use.
But, if you want to, you can do something similar for
visuals. In this instance, we’ll pretend you have a
creative storage system in Google Drive.
● Add another tab. You’ll probably want one tab
per creative type (ie, one for Image, one for
Video, etc)
● Like before, drop in ID numbers
● Then a description of the asset
● If helpful, hyperlink to the asset for easy
retrieval if you need to see it in the future.

93. Then What?
Now, you have a way to name your creative that is:
1. Consistent, so you can easily analyze by
exporting data
2. Not subject to personal preference, so no
matter who runs the ads, you’re all naming
things the same way.
Here’s an example on the right of how you’d name an
ad.

94. Let’s Look at it in
Action
Remember this?
It’s a long list of ads that aren’t named the same way.
The names used shorthand, made up by whoever ran
the ads…short of going into every single one, it’s hard
to know what it had in it.

95. Let’s Look at it in
Action
With the ads named consistently, we now have this.
And when you export it, you get a nice Excel Sheet,
which aggregate the results into a pivot table!

96. Let’s Look at it in
Action
With the ads named consistently, we now have this.
And when you export it, you get a nice Excel Sheet,
which aggregate the results into a pivot table!

97. Let’s Look at it in
Action
Now you can easily see the best version, filter by
certain headlines or text, isolate video vs. gif vs.
static…you get the idea!

98. Common Creative Focus &
Unlimited Ideas

99. Let’s Break It Down
Creative can feel overwhelming.
Fortunately, if you have some basic formulas to start with, it’ll give you good direction!
Let’s review the most common ad types, and then also best practices to keep in mind.

100. UGC Testimonials
Build credibility by letting your customers sell it for you.
● Video of customer giving their review while holding the product in the frame.
● User-submitted images, with their testimonials in text.

101. Day in the Life
Help users visualize their future self.
● Quick video showing the product in use so people see its benefit live in the ad.
● “My life now” shots that showcase how their day or life is better, summarized in a shot of a video.

102. Why It’s For You
Help the user immediately identify them as the person who will love this product.
● “This is for you”: Know your audience, and say exactly who it’s for, framed as the problem it solves. (“If
you’re sick of…”)
● Here’s a List of Why: Give them the reasons they need it, and be specific and succinct

103. Do you have things that
already fit this criteria?

104. Best Practices for Your
Creative in Action

105. The First 3 Seconds
● Interesting
visual/contrast/bright colors
● Clear Value Message

106. Show, Don’t Tell
● Don’t describe it when you
can show it!

107. Assume No Sound
Notice how in the previous two
examples, they use text a lot?
Assume ads won’t be heard. Watch
your versions with the sound off.

108. Use Emotion &
Reaction
Even with the sound off, you can tell
a genuine reaction from an actor.
Get those “OMG” moments from
first-time users of your product.

109. Based on these best
practices, what assets could
you start with immediately?

110. Assignment
1. Make your creative key. You will thank yourself later as you get more and more creative
running.
2. Catalog what you have, and push yourself to brainstorm future text versions right into
the sheet. Jot down ideas anytime they come up.
3. Review what creative you have, and how you can make it fit into one or a few of the best
practice frameworks.

111. Lesson Recap
1. Make a creative key of some kind - it’s ok to adapt to your situation, but this will help you
analyze and understand larger trends of what works for your brand.
2. Creative needs a plan, or you won’t know what you’re testing or trying to learn.
3. Brainstorm ahead of time, and evaluate what you have as your starting point. Don’t try
and solve for everything in one creative or one test.

112. Facebook Ads for
Ecommerce / Campaigns
& Targeting
Using Facebook Beyond Conversions
Instructor Name

113. The journey of this course
Lesson 1
Understanding
Facebook in the
era of iOS14
This is a short
description of the
lesson.
Lesson 2
Pixel, Event
Measurement,
and Audience
Types
The backbone parts of
your ad account setup.
Lesson 3
Campaigns & Ad
Sets
Settings, pros/cons,
and targeting in post
iOS14.
Lesson 4
Creative &
Messaging for
Your Ads
The ad messaging ads
should focus on, and
how to organize your
creative library for
easier analysis.
Lesson 5
Using Facebook
Beyond
Conversions
Go beyond just running
ads for sales with
these additional
Campaign types &
tactics.

114. Lesson Objectives
1. Other campaign types with different goals.
2. Things to test once you’re up and running.

115. Going Beyond
Conversions
Additional Campaign types can both empower your
Conversion-focused efforts, and keep customers
engaged ongoing!
Here are some creative ways to go beyond simply
running ads that try and sell right away.
Of course, iOS14 may affect how well these do, but
they don’t hurt to try.

116. Case Study: Using Facebook
to Pre-Empt Holiday Costs

117. The Situation
Business type: Large female apparel retailer
Issue: Holidays aren’t their busiest season, but
discounts are expected. Rising Facebook costs were
making it almost cost-prohibitive to run.
Hypothesis: Get users into a VIP email list prior to
Holidays, and lean on that for the sales versus
running hard on Conversion ads during Black
Friday/Cyber Monday weekend.

118. The Test
Hypothesis:
● We can avoid spending so hard Black
Friday/Cyber Monday if we lean on email.
● Entice users to sign onto VIP list prior to
holidays, and get sales that way.
● Media will be cheaper prior, and cheaper using
lead ads.

119. Send BFCM Sales
Ads were cut off the week
before Thanksgiving, and only
remarketing was run for
BFCM.
Upload Customer List
We uploaded their list of
customers who purchased in
the previous 6 months.
Create Lead Ad
We ran Lead Ads to them the
last week in Oct/first week of
Nov, offering to add them to a
VIP list.
They would receive access to
the BFCM deals a day early,
and would get an email with
the deals.

120. The Results
ROAS of Ads run on
BFCM:
280%
ROAS of VIP
Emails:
324%
Emails sign ups:
$4.34 each

121. Tactic: Use Engagement
Campaigns to Strengthen
Conversion Ads

122. Conversion vs.
Engagement
Social proof is strong attention-getter when there’s
high user interaction!
The problem? Conversions campaigns look for
buyers, not necessarily interactions.

123. Conversion vs.
Engagement
Engagement campaigns get that social proof. The
challenge is, it’s tied to the Ad ID.
The solution?
Engagement campaigns, with a shared Ad ID to your
Conversion campaign!

124. Here’s How!
Create your ad, and launch it in an Engagement
campaign.
IMPORTANT: Have it targeted to your ideal audience.
Genuine interaction is important.
Engagement campaigns are MUCH less expensive
than Conversion campaigns, so you don’t have to put
very much to it per day.

125. Run the same ID for
Conversions
Facebook acts like it gives you this option, but it
frequently doesn’t actually work.
Let’s look at a workaround.

126. Run the same ID for
Conversions
Open the existing creative in the Engagement
campaign, and choose “Facebook Post with
Comments.”
This will open it on a new screen, within the Facebook
Feed interface.

127. Run the same ID for
Conversions
This is your Ad ID. Copy it.

128. Run the same ID for
Conversions
Create a new ad in your Conversion Campaign.
Change the default of “Create Ad” to “Use Existing
Post.”

129. Run the same ID for
Conversions
The option to enter the Post ID will appear. Paste your
copied ID there, and you’ll see the ad populate in the
preview.
Push it live, and now it’s running both places!
Your comments/likes/shares from the Engagement
Campaign will populate onto the ad version running in
the Conversion campaign.

130. There is another sneaky
added bonus to these two
examples.

131. Beefing Up
Remarketing
As we covered in lesson 1, website-side audiences
took a large hit with iOS14.
These on-Facebook interactions create whole other
remarketing audiences for you to keep your ads in
front of.
Let’s look at how.

132. Target Lead Form
Interactions
In the case study at the start of this lesson, we used
Lead Ads.
You can make a targetable audience off their Lead
Form interactions.

133. Choose the
Interaction & Form

134. Target Engagement
Audiences
Create a new Audience.
Choose Facebook Page as the source for the
Audience.

135. Target Engagement
Audiences
Create a new Audience.
Choose Facebook Page as the source for the
Audience.

136. Then…
Run remarketing to these Audiences.
Do they convert? If so, for how much?
Note: You can also do the same thing with Video
Views!
Cost of getting them
into remarketing
audience
+
Cost to run conversion
campaign to them for
remarketing

137. Assignment
1. Consider ways to use Facebook beyond looking for quick sales.
2. List your options for things Engagement or Video Views. What videos do you have that
would naturally encourage interaction/engagement?
3. Run a small test using an alternate campaign type to build on-Facebook remarketing
audiences, and see how they do over time from a sales standpoint.

138. Lesson Recap
1. Facebook can be used for tactics and methods other than Conversions.
2. User engagement and interaction can still be a valuable thing to get, especially because
your ideal audience is certainly in those groups.
3. Think outside of just Conversions to maximize the reach Facebook Ads have. Use those
alternate methods to help backfill remarketing audiences.