The document discusses using Facebook ads effectively. It provides tips on setting up Facebook ad campaigns, including identifying goals, creating engaging creative content, using precise targeting options, testing ads, and creating custom audiences using customer data. The document recommends constantly testing ads, as demographics and interests change rapidly. It also suggests leveraging custom audiences for re-engaging past customers, targeting email lists, and excluding current customers to find new potential customers.

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Forget Likes, Grumpy Cat and
Avoiding Your Mother-in-Law.
Target REAL People,
REAL Simple on
Facebook Ads
P R E S E N T E D B Y J O H N A . L E E
MA N A G I N G PA RT N E R – C L I X MA R K E T I N G
H E R O C O N F – A P R I L 2 9 , 2 0 1 4

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Who the Heck Is This Guy?
Managing Partner – Clix Marketing
Digital Advertising Geek
◦ Emphasis on “Geek”
Prior Sentences Served:
◦ Hanapin Marketing
◦ Wordstream
Writer:
◦ Search Engine Watch, ClickZ, Clix
Marketing Blog, Acquisio Blog, PPC
Hero
Speaker:
◦ SMX, SMX Social, SES / ClickZ Live,
HeroConf, State of Search

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Facebook Ads
Overview
PPC FOR FACEBOOK: WHAT’S NOT TO
LIKE?

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Facebook targets
Demographic Targets: Location, Age, Gender, Language, Education, Relationship
Status, Workplaces
Precise Interests: Specific hashtags, likes, or Facebook pages
Broad Categories: This is a large targeting group, it can be anything from movies
the individual may like, mobile device that they are on, stores they frequent,
personal finance and more.
Connections: Include people who are already connected to your Facebook
page, who are not, or who have friends that are.
Custom Audiences: CRM data is used to target specific customers, groups of
customers, or those who look like current customers
Partner Categories: 3rd parties Acxiom, Datalogix, and Epsilon use their data to
identify groups of potential costumers.

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Facebook Ad Types

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Facebook Ads on Mobile
Facebook's News Feed was
essential to consumer discovery as
46% of people used Facebook to
look for deals, promotions, and
holiday gift ideas before shopping.
83% of shoppers who follow a
retailer or consumer product on
Facebook found their posts to be
somewhat to very valuable when
preparing for holiday shopping.
When the holiday shopping was
complete, 89% of shoppers shared
their experience on Facebook.

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Conversion Pixel Types
Facebook currently offers the following Pixel Types
◦ Checkouts
◦ Registrations
◦ Leads
◦ Key Web Page Views
◦ Adds to Cart
◦ Other Web Conversions
Based on these pixels we would need to know the value associated with the
following to accurately calculate ROAS:
◦ Registrations
◦ Leads
◦ Key Web Page Views
◦ Adds to Cart
◦ Other Web Conversions

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Facebook Campaign
Structure
9

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Purpose for New Structure
1

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The Basics
PPC FOR FACEBOOK: WHAT’S NOT TO
LIKE?

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Setting Up Ads: #1 Identify
Goal
Note: Power editor can only be used in Google Chrome
Classic Facebook Login: Facebook Power Editor:

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Setting Up Ads: #2
Creative
Placement
Mobile
Specifications
Tag

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Call To Action (CTA) Buttons
CTA buttons, while still
in their infancy, have
proven higher CTR’s and
Conversion rates for our
book of clients.
Unpublished page posts allow
you to target specific groups
with specific messaging that will
not show on your Facebook
page.

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Setting Up Ads: #3
Audience
Includes Life Events, Politics, Work, Education,
Relationship, etc.
Search function with estimated
audience.
Travel, Digital Activities, Mobile
Device Preference.
Custom Audience.

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Setting Up Ads: #3 (again)
Audience
Examples: Blue collar and craftsmen,
Educators, Recent Homebuyer, Renter,
Fashionistas

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Setting Up Ads: #4 Pricing

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Facebook Ads Testing
Testing Tips:
- Keep your KPI’s in mind when setting up campaigns, allowing for agile testing
during campaigns length
- Plan on changing photo/copy at least once a week to ensure visibility
- Track all changes
- With so many targeting options its important to track what changes were
made and where the impacts lie.
- Constantly test new ad types
- Demographics behavior will change based on seasonality and targets very
swiftly, what worked last week will not work next week.

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Custom
Audiences
PPC FOR FACEBOOK: WHAT’S NOT TO
LIKE?

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#heroconf
Facebook Custom
Audience
Using current customer database, target or exclude current customers from
specific Facebook advertising campaigns. Facebook will also find users who are
similar to your current customer database in what is called a ‘look-a-like’
audience, this is a great way to find a new customer base.

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Create a Custom Audience

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Ideas for Leveraging
Custom Audiences
Purchased email address or phone number lists.
Align with CRM and stages of sales cycle.
Target email prospects who never open your emails.
Shape traffic by excluding existing customers.
Download list of LinkedIn connections (comes w/ email addys) and target.
Target previous/existing customers for up-sell, cross-sell or re-engagement.

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Thank You!
Have Questions?
Find me at #HeroConf and let’s talk!
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com