The document serves as an introduction to Facebook advertising, emphasizing the importance of customer research through tools like Facebook Audience Insights, Ads Manager, and Analytics. It covers strategies for planning ad creatives, ensuring minimal audience overlap, and the steps for creating and launching a campaign. Key practices include setting proper KPIs, understanding audience demographics, and following Facebook's ad specifications for optimal delivery and effectiveness.

1. Facebook
Advertising 101

2. Hello!
I am Shannon
Fishman
I am here because you want to know the
basics of Facebook advertising.
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3. 1.
Customer Research
Before bringing in the sales
you need to go through the
data!

4. “Advertising people who ignore
research are as dangerous as
generals who ignore decodes of
enemy signals.” - David Ogilvy
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5. Facebook Research Tools
✗ Facebook Audience Insights
✗ Ads Manager
✗ Analytics
These are the tools Facebook currently offers to get a
better insight into interest based and website/Facebook
page behavior based audiences. You should use these
tools to properly research for both paid and organic
Facebook campaigns .
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6. Breaking Down Facebook Research Tools
Facebook Audience
Insights
Let’s you dive into
Facebook data for
facebook users connected
to your page, with specific
interest and behavior
targeting as well as their
connection or separation
from use of your website.
Ads Manager
Break down the relevant
KPIs to determine the
success and failure of past
and current paid Facebook
campaigns.
Analytics
Allows you to compare
effectiveness of your
standard events; allows
retention analysis as all as
event funnel comparison
to help evaluate strategy
effectiveness.
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7. 7
Facebook Audience Insights
● Use custom audiences to analyze
interests and behaviors of websites
● Use interest targeting to get ideas
for good audiences to target for
future tests
● Play around with different
combinations to see recurring
interests and lifestyles to help
come up with campaign ideas

8. Facebook Audience Insights: Demographics
This window allows to break down
general demographic information
about selected audiences such as
age, gender, relationship status and
much more!

9. Facebook Audience Insights: Page Likes

10. Facebook Audience Insights: Location

11. Facebook Audience Insights: Activity

12. Facebook Audience Insights: Household

13. Facebook Audience Insights: Purchase

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Facebook Ads Manager
● Decide on KPIs FIRST
● Then you customize columns in Ads
Manager to compare historical and
active campaign data
● Also use Breakdown tool to break
down data by specific time, delivery
and action

15. Facebook Ads Manager
Choose the metrics you
want to see!

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Facebook Analytics Tool
● Make sure pixel is correctly set up
and standard events!!!
● Use this tool to to explore funnel
success
● Also useful for noting user
retention percentage, as well as
breaking down active users and
revenue sources/success

17. Facebook Analytics Tools

18. 2.
Plan Ad Creatives
Use Facebook tools to see how
your ad creative will look.

19. Want big impact?
Use a big image.
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20. Creative Hub
✗ Excellent tool for visualizing ad creative in different
formats
✗ Can make ad active and share to any ad account
✗ Can make sure ad will have no delivery problems with
the amount of text in the ad graphic(s) or video
✗ Offers inspiration for ad ideas
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21. Make sure your
image follows
20% text rule so
it will have no
delivery problems.

22. Audience Overlap
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● It is important you do not have significant
audience overlap with ad sets that will be
active at the same time
● Too high of audience overlap is essentially
you competing with yourself
○ This means higher CPAs and inhibited
delivery
● Use Audience Tool to compare the audience
overlap percentages
For more
information on
Audience Overlap
and how to fix it
click here.

23. Any overlap is bad but 20% and up
is a clear indicator your tests will
not be successful! Try
consolidating or breaking out
same audience but different age,
gender, etc.

24. 3.
Create And Publish
Now let’s bring your Facebook
campaign to life!

25. Time To
Launch
Don’t be scared now comes the
best part creating the campaign!
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26. Never forget Facebook Ad Hierarchy
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W
here you choose ad
objective, whether that
is conversion, traffic,
lead gen, etc.
Where you choose
optimization goal,
audience targeting,
budget and placement
W
here you set up ad
creative and
tracking param
eters

27. Guided Creation
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Easy way to quickly
create campaign ad set
and ad creative. (Not the
best for multiple ad set
or ad creatives but great
for beginner set up!

28. Conversion Window
✗ It is very important in ad set creation
you set conversion window
✗ Facebook default is 1-day view and
28-day click
✗ Gives them larger attribution
window
✗ Can skew data
✗ If you want to see daily results I
recommend setting conversion
window to 1 day click or view
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29. 1.86 billion
Monthly users on Facebook
100%
Opportunity for high ROAS
Unlimited Targeting
Access to native and non-native
behavior
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Thanks!
Any questions?
You can find me at:
✗ www.shannonfishman.com
✗ @Love_Of_Pugs