How to utilize Facebook's ad network to target in your niche and generate a massive amount of leads. I presented this at Pubcon Las Vegas in Nov of 2017

1. UTILIZING FACEBOOK
TO TARGET A NICHE
& GENERATE LEADS
#PUBCO@SHELLYFAG

2. FACEBOOK’S DATA POWERED
OPTIMIZATION ALGORITHM
#PUBCO@SHELLYFAGIN
One of the world’s most powerful AI
engines
Algorithm is hungry and it craves
your data

3. DON’T BE INTIMIDATED!
• Zero in on your highest value
customers or clients by taping into
Custom Audiences
• The Revolutionary NEW Custom
Audience Feature
• How to lower your CPL and Increase#PUBCO@SHELLYFAGIN

4. THE FB CUSTOM
AUDIENCE
#PUBCO@SHELLYFAGIN
• Introduced in 2012
• Great at keeping you connected to your
existing audience
• Facebook became great at analyzing
your Custom Audience

5. FACEBOOK AUDIENCE
TYPES
#PUBCO@SHELLYFAGIN
1. THE SAVED AUDIENCE
2.THE CUSTOM AUDIENCE
3.THE LOOKALIKE AUDIENCE

6. THE FACEBOOK CUSTOM AUDIENCE
CUSTOMER
DATA
FACEBOO
K
USERS
CUSTO
M
AUDIEN
CE
#PUBCO@SHELLYFAGIN

7. THE MIGHTY FB PIXEL
#PUBC@SHELLYFAGI
GET IT INSTALLED!!

8. #PUBCO@SHELLYFAGIN
WHAT IS A PIXEL?
CODE INSERTED INTO THE
SOURCE CODE
OF YOUR WEBSITE
ALLOWS FB TO STUDY &
LEARN ABOUT YOUR TRAFFIC
TO BETTER OPTIMIZE YOUR
CAMPAIGNS
AND GET YOU MORE
CONVERSIONS

9. #PUBCO@SHELLYFAGIN
REMARKETING
DROPS A
COOKIE INTO
THE BROWSERS
OF VISITORS TO
ENABLE
REMARKETING
CAMPAIGNS

10. #PUBCO@SHELLYFAGIN
SETUP EVENT TRACKING

11. AWESOME FREE TOOL ALERT!
#PUBCO@SHELLYFAGIN

12. PIXEL CAFFEINE
#PUBCO@SHELLYFAGIN

13. CHROME FB PIXEL HELPER
#PUBCO@SHELLYFAGIN

14. CHROME FB PIXEL HELPER
#PUBCO@SHELLYFAGIN

15. #PUBCO@SHELLYFAGIN
PIXEL SEASONING
NEW PIXELS NEED
TIME
TO COLLECT DATA
AND LEARN ABOUT
YOUR AUDIENCE
NEW PIXEL?

16. CUSTOM AUDIENCE SETUP
#PUBCO@SHELLYFAGIN
Accessible Via Ads
Manager
Or Your Pixel’s Event
Manager

17. THE LOOKALIKE AUDIENCE
#PUBCO@SHELLYFAGIN
WHERE ALL THE REAL MAGIC HAPPENS

18. #PUBCO@SHELLYFAGIN
THE SEED AUDIENCE
Seed audiences must contain at least
100 people from a single country,
ideally between 1,000 and 50,000.
The more people in your source
audience, the more people Facebook
can find who look like them.

19. 19
POWER OF THE CUSTOM AUDIENCE
HOW TO FIND
YOUR BRAND’S
BIGGEST
ADVOCATES
#PUBCO@SHELLYFAGIN

20. #PUBCO@SHELLYFAGIN
LIFETIME VALUE CUSTOM AUDIENCE - LTV

21. 21LTV AUDIENCE
• Segment Your Customer List
• Identify your Best Customers, Assign Value 1-5
• Export to a CSV File
• Create a LTV Custom Audience From File
#PUBCO@SHELLYFAGIN

22. TOP OF FUNNEL TACTIC USED TO SEGMENT
POTENTIAL INTERESTED LEADS
FACEBOOK TARGETING FREE FOR ALL
SELECT NO INTEREST OR BEHAVIORAL
TARGETING WITH IN YOUR
LOCATION OR AGE DEMOGRAPHIC
22
FB AD CARPET BOMBING FOR LOCAL
ADS
#PUBCO@SHELLYFAGIN

23. HIGH CPM/CPA PROBLEMS?
TOP OF FUNNEL TACTIC USED TO SEGMENT
POTENTIAL INTERESTED LEADS
FACEBOOK TARGETING FREE FOR ALL
SELECT NO INTEREST OR BEHAVIORAL
TARGETING WITH IN YOUR
LOCATION OR AGE DEMOGRAPHIC
23
FB AD CARPET BOMBING FOR LOCAL
ADS
#PUBCO@SHELLYFAGIN

24. VIDEO OR
ENGAGEMENT
AD
24
FB AD CARPET BOMBING FOR LOCAL
ADS
#PUBCO@SHELLYFAGIN
CREATE
CUSTOM
AUDIENCE
RETARGET
WITH NEW AD
KILLER
INCENTIVE AD

25. 25
FB AD CARPET BOMBING FOR LOCAL
ADS
#PUBCO@SHELLYFAGIN
• Try using a combination of both
video and image ads
• Keep Videos short 20-30 seconds
• Have Clear CTA’s on each ad
• Copy should have both emotional
and rational benefits

26. #PUBCO@SHELLYFAGIN
GIVE ALGORITHM A CHANCE
TO OPTIMIZE ITSELF
RELAX!!!!
ADSET NEEDS A
MINIMUM OF 50
CONVERSIONS PER
WEEK BEFORE
ALGORITHM TO

27. FACEBOOK LEAD GEN AD
#PUBCO@SHELLYFAGIN

28. FACEBOOK LEAD GEN FORM
#PUBCO@SHELLYFAGIN

29. FACEBOOK LEAD GEN AD
• Email List Signups, Quote Requests, Free Downloads
• Must Create ads in Power Editor (Access via Chrome Browser)
• Privacy Policy Must be on Website
• When Building Out Forms, Less (Fields) is More
• Utilize the option to add a Context Card to your Ad
#PUBCO@SHELLYFAGIN

30. LEAD GEN CONTEXT CARD
#PUBCO@SHELLYFAGIN

31. LEAD GEN AD TIPS
#PUBCO@SHELLYFAGIN
Coupons & incentives work well
to convince your lead to share
their information
Remember, this replaces your
Landing Page, so treat your ad
copy like a landing page
Utilize A/B testing and experiment
with forms to find the format that
gives you the lowest cost per
lead

32. FACEBOOK LEAD GEN AD
#PUBCO@SHELLYFAGIN
Facebook’s native lead
ads outperformed link
ads driving to the
website, increasing
conversion and
resulting in a 4x lower
CPL.
LAND ROVER

33. FACEBOOK LEAD GEN AD
#PUBCO@SHELLYFAGIN
Sona MedSpa created
Lead Ads with magnets
of Free Consultations
and other special
deals. They saw a 2X
increase in leads over
a traditional link
campaign and a 66%
Decrease in their CPL.
Sona MedSpa

34. SEND YOUR LEADS TO CRM
#PUBCO@SHELLYFAGIN

35. URL CUSTOM AUDIENCES #1
#PUBCO@SHELLYFAGIN
Create Audience Segments from UTM Parameters

36. URL CUSTOM AUDIENCES #1
#PUBCO@SHELLYFAGIN
Create Audience Segments from UTM Parameters

37. CUSTOM AUDIENCE #2
#PUBCO@SHELLYFAGIN
Performed Site Search

38. CUSTOM AUDIENCE #2
#PUBCO@SHELLYFAGIN
Performed Site Search

39. CUSTOM AUDIENCE #2
#PUBCO@SHELLYFAGIN
Performed Site Search

40. #PUBCO@SHELLYFAGIN
CUSTOM AUDIENCE #3
Pricing Page Targeting
Other Interested Pages
“Our Process” or “How we
Work”

41. EXCLUSIONS
#PUBCO@SHELLYFAGIN
VISITORS WHOM ALREADY
CONVERTED
(EXCLUDE HITS TO PURCHASE
THANK YOU PAGE)JOB SEARCHERS
(VISITED FROM A JOB POSTING OR VISITED YOUR
CAREERS OR JOB LISTING PAGES)

42. #PUBCO
THE END!
shelly@highlysearched.co
@shellyfagin
http://bit.ly/2Aq7jbz