Covering the process of taking an ad on Facebook and get the most in return.

1. Facebook Advertising
May 1, 2015
Paul Stonier | www.paulstonier.com | 607-358-5199

2. Agenda
Types of ads
Setting up ads
Optimization

3. Types of Ad Placement

4. Why build a network?

5. Why build a network?

6. Format Variations
News Feed
Text Only (Boosted Post)
Offers
Single Photo
3+ Photos
Video

7. 3+ Photos Format

8. 3+ Photos Format

9. Video on Facebook

10. Targetting
Define your customized audience for each ad

13. Other Techniques for Targeting
People who already “like” your competitors
Shown interest in adjacent topics
Life Events (i.e. recently engaged, new parents)
Buying Behavior (i.e. coupon users, likely to buy running gear)

14. Payment Options
Fixed CPM ($ per 1,000 impressions)
Optimized CPM (Auto adjusting $ per 1,000 impressions)
PPC (Pay Per Click)

15. Reports Help Adjust Pricing

16. Creating the ad
Text (135 character limit)
Graphic
Headline/Link Title (25 Characters or Less)
Call-to-Action Button
Destination URL (Landing page)

18. Optimization
Visitor on
Facebook
Prospect on Landing Page
Confirmed Lead
Customer

19. Optimization
Visitor on
Facebook
Prospect on Landing Page
Confirmed Lead
Customer

20. What you can adjust
Format
Audience Targeting
Image
Headline/Text
Offer

21. What you can adjust
Version A Version B Version C

22. Optimization
Visitor on
Facebook
Prospect on Landing Page
Confirmed Lead
Customer

24. Tools for Optimization
Split Testing
Optimizely, Visual Website Optimizer, Google Experiments
Heatmaps
Click Tracking & Scroll Tracking
CrazyEgg, Sumome, Clicktale
Video Progress
Wistia, Google Tag Manager

25. Understanding the behavior of visitors on
your page allows you to adjust and guide the
behavior towards the desired result.

26. Efficiency Cost Per
Acquisition
(CPA)
Rate of
Growth

27. Questions?
Paul Stonier | www.paulstonier.com | 607-358-5199

28. Thank you
Paul Stonier | www.paulstonier.com | 607-358-5199