The document summarizes a Facebook ads strategy workshop that covers topics like setting goals, targeting audiences, creating ads, and measuring performance. It provides an overview of key areas like foundation checks, goal setting, targeting, messaging, ad types, budgeting, reporting and improving performance. Specific tactics discussed include installing the Facebook pixel, using custom audiences, choosing objectives, ad formats like links and carousel ads, and reviewing data to optimize ads over time. The workshop aims to provide attendees with the necessary skills and steps to effectively use Facebook ads.

1. Facebook Ads
Strategy Workshop
#Liftoff at @BlankPageSTL
Liftoff Class Series

2. Overview
1. Foundation Check
2. Setting Goals
3. Targeting
4. Messaging
5. Content Types
6. Ads Overview
7. Follow Up*

3. Foundation
Check
Is your website ready to
convert?
Is it clear what you want them
to do?
Is the value clear?
Is it mobile friendly?
Does the language speak to
the audience?
Does it work?
EXAMPLE

4. GOAL SETTING
a. Work backwards for end goals
b. What needs to happen?
i. They need to be aware of you.
ii. They need to have a NEED - and
YOU need to have a solution.
iii. They need to build trust with you
[Multiple Exposures]
#Liftoff at @BlankPageSTL

5. Inbound Marketing Overview
#Liftoff at @BlankPageSTL

6. Targeting
90%
of problems with
Facebook Ads
start here.

7. BUILT IN OPPORTUNITIES
Built-In Persona Groups in Facebook
● Custom Audiences [Pixel]
○ Website visitors up to 180 days - ALL VISITORS
○ Website visitors who visit a certain page - 180 days
○ Website visitors who visit a certain page but not another - 180 days
○ People who HAVEN”T visited in a period of time [re engagement opp)
○ LOOKALIKE Website Visitors - ALL VISITORS
○ LOOKALIKE Website visitors who visit a certain page
○ LOOKALIKE Website visitors who visit a certain page but not another
○ Your Email List/Customer Database [1000]
○ LOOKALIKE of your email list
● Your Existing Facebook Fans
● Your Facebook Fans + Family & Friends
● People Who Are Connected to Your Competitors
#Liftoff at @BlankPageSTL
WARM LEADS

8. SEEKING ADDITIONAL
QUALIFIED PEOPLE
Persona Research Process
● Who’s engaging with your website & page organically (converting)?
○ Google Analytics > Demographics
○ Facebook Page Insights
● Who are your existing and past customers?
○ Review your customer data system.
○ Ask employees/management to paint a picture.
● Still missing detail? Ask. - Surveys
#Liftoff at @BlankPageSTL
COLD LEADS

9. SEEKING ADDITIONAL
QUALIFIED PEOPLE
Persona Research Process
1. Who are the leaders or “big shots” in my niche?
2. Who are the big brands in my niche?
3. What blogs are they reading?
4. What magazines are they reading?
5. Which books are they reading?
6. What organizations and groups do they belong to?
7. What are they already buying related to my niche?
#Liftoff at @BlankPageSTL
COLD LEADS

10. TARGETING
THE RIGHT
PEOPLE
#Liftoff at @BlankPageSTL

11. Messaging +
Format

12. Ads Process
Overview
Meet Sally.
#Liftoff at @BlankPageSTL

13. Ads Auction
Process
Meet Sally.
#Liftoff at @BlankPageSTL

14. Ads Auction
Process
Meet Sally.
#Liftoff at @BlankPageSTL

15. Ads Auction
Process
Meet the advertisers that want
Sally’s attention.
#Liftoff at @BlankPageSTL

16. #Liftoff at @BlankPageSTL

17. Ads Auction
Process
Your total bid is calculated from these factors:
● Your stated bid
● Placement
● How relevant Facebook thinks
your target audience will feel your
ad is to them.
#Liftoff at @BlankPageSTL

18. Ads Auction Process
● Advertisers can optimize for any of these goals:
○ Send people to website
○ Increase conversions on website
○ Boost posts
○ Promote Page
○ Get installs of app
○ Increase engagement in app
○ Raise attendance at event
○ Get people to claim offer
○ Get video views
○ Reach people near business
○ Collect leads for business

19. Budgeting & Ad Delivery

20. Targeting
The Facebook ad auction optimizes
to show the most relevant and
engaging content to the right
people. It also aims to maximize an
advertiser's desired outcomes with
the budget they've specified.
expected click-through rate =
eCTR
expected click-to-conversion
rate = eCVR

21. Creating an Ad

22. First
Determine your goals + your audiences.
Install a Facebook pixel on your site.
Set up custom audiences.

23. Then
Choose your ad objective.
● Send people to your website
● Increase conversions on your website
● Boost your posts
● Promote your Page
● Get installs of your app
● Increase engagement in your app
● Raise attendance at your event
● Get people to claim your offer
● Get video views
● Reach people near your business
● Collect leads for your business

24. Ad Types

25. Links Ad
Drive people to important areas of your website to take
a desired action that meets your business goal.
Important: If you have the Facebook pixel installed, you
will be able to remarket and retarget them in future ads.

26. Carousel Ad
Showcase 3-5 images and links within a single ad unit to
direct people to specific locations on your website.

27. Page Post
Engagement
Increase views of a particular post on your
page to your fans, friends of fans or
individuals based on targeted interests.
Pro Tip: “Like” page can cause accidental
unfollows with existing fans.

28. Page Like Ad
Increase views of a particular post on your page to
your fans, friends of fans or individuals based on
targeted interests.
Pro Tip: “Like” page can cause accidental unfollows
with existing fans.

29. App Install Ad
Get people to install your mobile app. Available with
mobile placement only.

30. App Engagement
Ad
Get people to USE your mobile app once downloaded.
Available with mobile news feed and Instagram
placement only.

31. Local Awareness
Ad
This ad type objective is
the best way to reach
people when they’re near
your business, whether
that means walking
distance or a few miles.
Optimize for likes or
directions to your location.
#Liftoff at @BlankPageSTL

32. Event Responses
This ad type objective is the best way to reach people
when they’re near your business, whether that means
walking distance or a few miles. Optimize for likes or
directions to your location.

33. Lead Generation
When someone clicks
on your lead ad, a form
opens with the person’s
contact information
automatically populated,
based on the
information they share
with Facebook, like their
name and email
address. Automatically
populating the contact
information that people
share with Facebook
makes filling in the form
as fast as two taps.
Minimum spend of $100.

34. Canvas Ads
https://www.facebook.com/business/success/carnival-cruise-line
https://canvas.facebook.com/

35. Ad Creation Demo

36. Carnival +
Canvas

37. What to do now?

38. FOLLOW UP with
same audiences.
REVIEW DATA.
IMPROVE.
● Pay close attention to your COST
PER LEAD*. Aim for $5 or less (or
whatever’s appropriate for you.)

39. Ad Reporting

40. Reviewing Ad
Performance
5 elements that contribute to ad delivery
& performance:
● Relevance
● Competition
● Delivery Fatigue
● Duplication
● Budget Limits

41. Improving Ad
Performance
● Better targeting
● Updating lists
● A/B testing messages and images

42. Steps to get started

43. Steps to get started
1. Install pixel on your website.
2. Set up Custom Audiences
3. Identify your goals + success measures.
4. Identify your audiences.
5. Create messages that will speak to your
audiences.
6. Create, review + improve.

44. Facebook Ads
Want to dig deeper?
https://facebook.exceedlms.com/student/home
http://www.jonloomer.com
Use Code
“FBADS” to
get $10 off