The document provides information about building buyer personas and targeted Facebook advertising campaigns. It discusses determining campaign goals, audience insights, ad creative best practices, and testing strategies. Key points include choosing conversion or traffic objectives, segmenting audiences using demographics and interests, testing different ad formats and elements, and optimizing campaigns based on performance metrics. The presentation aims to help marketers create campaigns that resonate with target audiences.

1. Facebook & Instagram
Audience Optimization Series

2. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator

3. Today’s Speaker
Mantas Ciuksys
Director of Content Marketing

4. Building Buyer Personas to Drive
Converting Campaigns
Mantas Ciuksys
Director of Content Marketing

5. 2008 300+
EMPLOYEES AND
30+ NATIONALITIES
FOUNDED
5
OFFICES ACROSS
5 CONTINENTS

6. Instagram profiles with
more than 1000 followers
250M
INSTAGRAM
PROFILES
25M
INFLUENCERS
1.6B
COMMENTSINTERACTIONSUNIQUE
DATA POINTS
50B800B
from 300k Facebook
pages
collected from Facebook’s
Top-2M pages
550k
INSIGHTS
TOKENS
250k
SOCIAL MEDIA
MARKETERS
AD SPEND
MONITORED
AD INSIGHTS
TOKENS
+10k$3B
using the platform
daily

7. So how do you create campaigns
that your audiences love?

8. We have to rethink
how we do top
of the funnel
marketing
We are really
good with steps at
the bottom
We are a little
behind with steps
at the top
TRY
BUY
SIGN UP
KNOW
TRUST
INTEREST

9. The Engagement Gap
Source: Marketo - State of Engagement Survey, 1,100+ marketers in the United States, United
Kingdom, Germany, and France, and 1000+ consumers in the U.S. and U.K.

10. We need to bridge that gap
to fix marketing

12. Use of ad blockers in the
U.S. is growing fast
Source: Statista at www.statista.com/statistics/804008/ad-blocking-reach-usage-us/

13. Where do you actually start?

14. What data will help you understand your audience?
CRM solutions
eCommerce Data
Analytics
Automated
Personas

15. Checklist for Bringing in the Right People Into the Funnel
Know Their
Interests
Understand what topics unite your audience.
Study what else is similar about them.
Build Your
Personas
Segment your audience into personas.
Categorize them based on their interests,
behaviours, and demographics.
Research What
Content They
Engage With
Learn what content your personas engage with
the most.
Set the Right
Targeting
Once you have your content strategy defined, be
tactical about how you reach them.

16. It shouldn’t take days. It should be minutes.

19. 56% Lower CPA
Reduced acquisition costs
when marketing to new
audiences
Time Saved
Research takes seconds, so
you can invest your resources
in creating the content
instead
It’s Scalable
You can easily replicate the
same approach towards new
markets

20. Q & A
Mantas Ciuksys
Director of Content Marketing
Find me on LinkedIn - I’d be happy to connect

21. Facebook & Instagram
Audience Optimization Series
Please hold for our next presentation starting at 10am PT / 1pm ET

22. Building Facebook Campaigns
Using Your Customer Data

23. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator

24. 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

25. Today’s Speakers
Casey Edwards
Sr. Social Marketing Strategist
Brent Villiott
Social Marketing Manager

26. ● Poll
● Step-by-Step Facebook Advertising Campaign Buildout
○ Choosing Your Campaign Goal
○ Determining the Right Audience
○ Selecting the Ad Creative
○ Testing & Iterating
● Facebook Advertising Optimization Q4 Checklist
● Q&A
Today’s Agenda

27. Facebook Advertising Campaign Buildout

28. Step-by-Step
Step 1:
Goal Selection
Step 2:
Targeting
Step 3:
Choosing Creative
Step 4:
Test & Iterate

29. Step 1: Choosing Your Campaign Goal

30. Choosing Your Objective
Objective: Conversion
Get the lowest cost for a conversion
● Targets audiences most likely to perform the
specified conversion event
● Most robust optimization & delivery options
● Considerations:
○ Facebook learning phase
○ Increased CPC’s based on optimization
Objective: Traffic
Get the lowest cost for a click on your ad
● Targets audiences most likely to click on your ad
● Limited delivery options
○ Link Clicks or Landing Page Views
● Considerations:
○ These audiences may be less likely to
convert directly through prospecting ads

31. Choosing Your Optimization Event
View Content
● Find people most likely to
view content on your site
● Lowest CPC’s but more
qualified than “clicky”
audiences
● Will need additional
nurturing via retargeting
Purchase
● Find people most likely to
purchase on your site
● Most expensive CPC’s
● Direct conversions with
supplemental retargeting
campaigns
Add to Cart
● Find people most likely to add
to cart
● Moderate CPC’s
● Expect some direct
conversions but will also need
to nurture via retargeting
The learning phase should always be considered during optimization selection.
Facebook requires 50+ conversions per week to serve correctly, so keep your budget
in mind when selecting your optimization.

32. Step 2: Determining Your Audience

33. Review Audience Insights
● Dig into Facebook Audience Insights to
determine who buys your product
○ Demographics: Age, gender, relationship
status, etc.
○ Job title & industries
○ Page likes: What other brands does your
audience have an affinity for?
● Check your account overview to determine
underperforming segments
○ Remove age or genders with high costs
○ Eliminate wasted spend during off-hours to
help maximize strict budgets

34. Building a Full Funnel Audience Strategy
● Interest audiences should be the largest and
created to fit your buyer persona
● Build lookalikes off of high value criteria such as
AOV, most engaged customer lists, etc.
● Create retargeting audiences off of pixel data,
customer lists, and engagement
● Segment audiences in a way that makes it easy
to analyze performance
Interest + Behavior
Lookalike
CRM
WCA

35. Step 3: Selecting the Ad Creative

36. Creative Considerations
What do you want people to take away
from your ad?
● Brand Awareness - If your goal
is to generate awareness of your
brand, ensure your brand is
easily identifiable.
● Traffic - If your goal is to drive
traffic to your site, you have to
give people a reason to visit.
● Conversions - If you want people
to take a specific action, ensure
your ad has a strong CTA.
Does the ad reflect the target audience you
want to reach?
● Personalization - Ensure that
your ad copy is representative of
the audience you are trying to
reach.
● Representation - Your target
audience should feel like they are
being represented in your
creative.
Is the creative featured in this ad a good
representation of your brand?
● Brand Identity - Ensure your
brand is easily identifiable in
each ad
● Visual Consistency - Create a
cohesive brand by having visual
consistency across all ads and
campaigns
● Brand Voice - Ensure that your
brand voice is cohesive across
your site, organic social and paid
ads
Goal Audience Branding

37. Ad Formats for Different Goals
Remember
to AB test!

38. Ad Formats
Single Image Ads continue to be an
efficient ad format on Facebook.
Whether you are driving conversions or
generating brand awareness, single
image ads are effective way to reach
your audience on both Facebook and
Instagram.
Single Image Link Ad
Carousel Ads are a great way to showcase
a wide variety of products in a single ad.
When compared to a single image,
carousels provide you with additional room
to tell your brand story with the ability to
add up to 10 cards in a single ad.
Carousel Ads
Bring your product or service to life with
a Facebook Video Ad. Video ads are an
efficient way to tell your brand story,
stand out in the timeline, and drive
conversions. With the introduction of
the Slideshow format, Facebook has
created a way for all brands to create &
run videos.
Video Ads

39. Tips & Best Practices
● Mobile First Strategy - Always create your ad assuming that it will be viewed on a mobile
device.
● Creative Mix - According to Facebook, the most successful creative strategies leverage a
combination of different ad formats
● Text Overlays - Test adding a text overlay to drive home the main message (Just not TOO
much text)
● Leverage Emojis - You know what they say, a picture is worth 1000 words
● Plan Out Your Creative - Plan out your creative and campaigns ahead of time to ensure you
have a thoughtful media strategy going forward.
● Test & Iterate - Facebook is constantly innovating their ad offering, don’t be afraid to test new
ad formats as they become available to you.

40. Step 4: Testing & Iterating

41. A/B Testing
Campaign Testing - A/B testing is the best way to discover which ad optimization, target audience, and
creative elements will yield the strongest results for your brand. As a result, we recommend
implementing a variety of different tests to discover the winning Facebook strategy for your brand.
Testing Best Practices
● Start by testing 1 element at a time for more accurate results
● Keep the learning phase in mind when implementing A/B tests. Facebook requires 50+
conversions to yield statistically significant results
● Conversion Events (Add To Cart vs View Content)
● Ad Type Testing (Carousel vs Single Image)
● Imagery (Lifestyle Images vs Product Images)
● Landing Page Tests (Home Page vs Product Page)
A/B Tests
● Placement Tests (Messenger, Audience Network)
● Copy Tests (Product reviews)
● New Ad Formats (Collections, Instant Experiences)
● Vertical Video (Instagram & Facebook Stories)
Other Testing Ideas

42. Optimization & Learnings
Campaign Optimization - Improve your brand’s performance on Facebook through campaign
optimizations. It’s a continuous process that is required at every level of the campaign set-up.
● Keep your advertising costs low by prioritizing the audiences and ads that are yielding the
lowest cost per desired action. Shift your budget to audiences and ads that are driving the
strongest results, and turn off those that are underperforming
● Order Volume
● Cost Per Order
● Return On Ad Spend
● Click Through Rate
● Cost Per Clicks
Ad Set Level - Performance Indicators
● Click Through Rate
● Cost Per Clicks
● Engagement
Ad Level - Performance Indicators

43. Facebook Advertising Optimization
Q4 Checklist

44. 2017 Industry Trends
Q4 KPI Trends
● CPCs increased by 85% from Q3
● CTR decreased by 17% from Q3
● CPM increased by 55% from Q3
● Spend increased by 30% from Q3
Peak Holiday: November & December
Create purchase intent with relevant
communication that stops them in their tracks and
value ads
Post Holiday: End of December & January
Drive continued demand, sales, and customer
loyalty
January 2018 KPI Trends
● CPCs decreased by 46% from Q4
● CTR increased by 33% from Q4
● CPM decreased by 30% from Q4
● Spend decreased by 25% from Q4
2019 Recommendation: Capitalize on decreased KPI
costs and other brands’ decreased monthly ad
spend.

45. SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2
Schedule Your 1-1
Facebook
Performance Marketing
Strategy Evaluation

46. Questions for Today’s Speakers?
Casey Edwards
Sr. Social Marketing Strategist
Brent Villiott
Social Marketing Manager