This document provides information on using Facebook ads to target different types of audiences including leads, fans, customers, retargeted visitors, and lookalike audiences. It discusses setting a budget, optimizing ads for conversions, choosing the right call to action and metrics to track like CPC, CPL, CPM, CPA, CTL, CTC, RPL, AOC, and IROAS. The goal is to use Facebook ads to acquire new customers and optimize campaigns based on key performance indicators.

4. – Leads
– Sales
– Growing Audience
– Front end Freebie
– Back end Product

6. – Fans
– Custom Audience
• People who know you
• Customers
• Subscribers
• Connections
– Google+
– LinkedIn
• Custom Audience Pixel

7. – Retargeted Audience
• People who've been to your website
• Casual Visitors
• Fence Sitters
• Previous Buyers
– Look alike audience
• Twin /Dopplegangers
• Look like your fans
• Look like your customers
• Look like your retargeted audience

8. – Saved Target Group
• Spy
• Demographics
• Interests
• Behaviors

9. – Thrive Themes
– Thrive Themes
– Thrive Themes

10. – Set your budget and pricing options
– Specific to target audiences
– Optimize for conversions
– Ads
• Variations
• Intriguing content
• Image
– Match to your audience

11. • Call to action
– Button
– No Button

12. – Facebook ads
– Landing page conversion rate
– CPC
• Cost per Ccick
– CPL
• Cost per Lead
– CPM
• Cost per 1,000 Impressions

13. – CPA
• Cost per acquisition
– CTL
• Click to lead %
– CTC
• Click to conversion %
– RPL
• Revenue per lead %
– AOC
• Average order value

14. – IROAS
• Initial return on ad spend multiplier

16. John D. Hipsley
Ikon Graphic Communication
jhipsley@igc.org