How well do your campaign goals match up with your target ROI & defined success? Does there seem to be under-performing campaigns or misaligned goals? Don’t worry, we see this a lot, and we’re going to arm you with strategies to improve your performance in this 2-day Facebook & Instagram advertising series.

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Facebook & Instagram Advertising
Audience + Conversion Series

2. Day 1
Strategies To Lower Facebook Ad Cost & Improve Conversions
Day 2
Next-level Methods To Finding & Reaching Your Target Audience
Across Facebook & Instagram
2-Day Series Details

3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. Solutions

5. ● Session Recording + Slides will be sent out
● Handouts can be found on the right
● Submit questions to our panelist
Today’s Logistics

6. Sarah Sanchez
Manager, Performance Social
Today’s Speaker

7. Today’s Agenda
● Best Practices For Ad Creative
● Importance of Incorporating Video
● Ad Types That Work Best With Target Audiences
● Custom & Lookalike Audiences
● Mastering Re-Marketing Strategy

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STACK TEXT ROW 2Introduction

9. Introduction
Ask Yourself: What are we trying to achieve?
● Business goals & objectives should play into your Facebook Strategy
● Back into a realistic goal using on-site conversion rate and AOV to discover target CPC
● Creative and conversion rates = success/failure of Facebook ads
On-site conv. rate Set Realistic Goal Target CPC

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STACK TEXT ROW 2Best Practices For Testing Ad Creative

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Best Practices For Testing Ad Creative
● Test, test, and test some more
● More creative and copy
variations equal better
opportunities for optimization
and stronger results
● Utilize a campaign, ad set, and
ad naming structure

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Best Practices For Testing Ad Creative
● Utilize the new Test & Learn options to find which campaigns are causing the most incremental
conversions
● Must have at least 100 conversions (Purchase, Add to Cart, View Content, etc.)
● Facebook recommends running tests for 4+ weeks

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STACK TEXT ROW 2Incorporate Video

14. Incorporating Video
● Excellent way to communicate your brand and values
to new audiences
● Retarget your video viewers
● Video website cards get lower CPCs than images for
prospecting audiences
● Something worth noting: 85% of Facebook users
watch videos with sound off
● Captioned video ads can increase watch time by 12%
● People are 5x more likely to watch a video ad on
mobile

15. Slideshow Creation
● No video, no problem
● Create slideshows with best
sellers
● Work on communicating your
brand without the sound on

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Finding Ad Types That Work Best with
Target Audience

17. Finding Ad Types That Work Best
Match your goal with the campaign objective and creative type:
Goal:
Traffic for your site
● Traffic
● Video ads
● Boosted page posts
Goal:
Sales for product/service
● Carousel ads
● Website cards
● DPAs

18. Comparison of Ad Types
Carousel Ad
Best for:
● First party audiences
● Prospecting audiences
Best for:
● First party audiences
Image Website Card Ad

19. Increase in ROI with
images without text
Video Website Card Ad
Best for:
● Prospecting audiences
Dynamic Product Ad
Best for:
● First party audiences
Comparison of Ad Types

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21. Custom & Lookalike Audiences
Custom Audiences
● Can be more segmented
due to longer buyer funnel
● Can target: # of interactions,
whether they engaged with
a post, or frequent
purchasers
● Exclude audience overlap (if
it make sense)
Best custom audiences: Top 25% of Page Viewers, 1-
10 Day Cart Abandoners, Page Engagers

22. Custom & Lookalike Audiences
Lookalike Audiences
● Add a interest/behavioral layer to
target most profitable users
● Create different audiences for
different efforts
● Use dollar values for customers
● Best lookalike audiences: High
AOV, Repeat Purchasers, Email
List

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STACK TEXT ROW 2Mastering Re-Marketing Strategy

24. Mastering Re-Marketing Strategy
Best Practices:
1. Create remarketing funnel
2. Segment remarketing audiences
3. Exclude converters
4. Match offer with audience
5. Don’t worry about high ad frequency
6. Test different ad elements
a. Ad copy, unique value offer, CTA buttons,
bidding methods

25. Mastering Re-Marketing Strategy
CPC Strategy x Vuori

26. Today’s Recap
● Best Practices For Ad Creative
● Importance of Incorporating Video
● Ad Types That Work Best With Target Audiences
● Custom & Lookalike Audiences
● Mastering Re-Marketing Strategy

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Schedule Your Facebook
Performance Marketing Evaluation
CPC Strategy’s Facebook Performance Marketing Evaluation is an in-depth 60-minute analysis
and assessment of your Facebook advertising strategy & unique business goals, whether that be:
brand awareness, acquisition, customer activation, or re-engagement.
What Now?
SCHEDULE MY EVALUATION

28. Sarah Sanchez
Manager, Performance Social
Questions for Today’s Speaker?