The document provides guidance for using Facebook advertising effectively. It outlines key aspects of a Facebook advertising campaign including designing ads, targeting audiences, estimating reach, contextual targeting based on a user's interests and activities, ad guidelines and best practices, bidding strategies, metrics for determining ad success, and optimization techniques. The document emphasizes continuous testing and analysis of campaign data to improve performance and focus on metrics like ROI.

1. Facebook Ninja Bootcamp
A Guide For Direct
Response Marketers
By Khaiyong for Mindvalley

2. Facebook Advertising
• Paid Advertising Strategy
• Serve Ads To Facebook Users
• Self-Served Platform - Facebook Ads Manager
• www.facebook.com/ads/create

3. Design Your Ad
• Destination: External URL
• URL: Landing Page
• Title
• Body
• Image (110x80 px)
• Related Page

4. Targeting
• Country and State
• Age
• Sex
• Interest (Broad category/Precise)
• Connections - Advanced Connection Targeting
• Education and Work

5. Estimated Reach
• What constitutes reach?
• Likes and interests
• Interactions on Fanpages
• Talking about things on peoples walls
• >50,000

6. “Knee Deep Contextual Targeting”
• People aren’t on Facebook To Search
• Think about stuff that describes how a person lives/
expresses themselves
• Books they read, brands consumed, political
inclinations, leaders followed, perversions, hobbies,
tastes, affinities...

7. Do’s And Don’ts
• Facebook Advertising Guidelines
• http://www.facebook.com/help/ads-and-business-solutions

8. Campaigns, Pricing, Scheduling
• Campaign Name
• Budget
• Scheduling
• CPM or CPC?

9. Bidding Strategy
• Competing with others for Ad Positioning
• Bid + Quality score = Ad Position
• Suggested Bid - not necessary the cost to run the ad
• Are your ads getting clicks?

10. What Constitutes A “Good Ad”
• Look at your metrics - Leads/Sales?
• CTR - Good CTR = Lower Cost
• Is Your Ad Relevant to your offer?

11. Optimization
• Continuously optimize
•

12. How To Grow Fast?

13. How FB Is Done In Mindvalley
• Facebook Management Software (BuyBuddy)
• Robust Tracking Systems - Oathkeeper, Google
Analytics, BuyBuddy
• Intensive Analysis Of Numbers (ROI focused)

15. Cool Stuff
• Segment by Demographics (Split Permutations)
• Time Scheduling
• Suggested Median Bid
• Ads Performance Tracking (8 Layers)
• Interest “Clusters”

16. Oathkeeper
• Tells us which person signed up on which day using
what email and bought how much worth of products
on any day
• Easily tells us which campaigns are working/are not
and how much we are making over a period of time

17. Weekly/Monthly Tracking Sheets
• Define the most important metrics
• Focus on weekly, monthly ROI
• Setup Alert Systems to know what to focus on
• Monitor trends to see whats wrong with your
campaigns e.g VPL/CPL

18. Q&A
Want to learn more?
Stay tuned for PART 2