From the webinar presented by Matcha, learn the strategies and tactics for better performing Facebook ad strategy. Learn how to deliver better content, audience targeting, and more.

1. How to Improve Your Facebook
Advertising in Under an Hour

2. Speakers
Jordan Dickenson
Media Planner at Matcha
Thomas Shields
Head of Marketing at Matcha

3. Matcha is
fuel for growth.
We deliver sustainable fuel, in the form of
content, insight, and expertise, to power
your marketing and drive your growth.
Matcha is
fuel for growth.

4. Limited supply of
content
Challenges
proving ROI
Not enough focus
on distribution
Matcha solves the three
challenges of content marketing

5. 1. Why your Facebook advertising is underperforming
2. Develop a winning Facebook strategy
3. Steps to set up a successful campaign
4. How to A/B test
5. How Matcha can help
6. Q + A
Agenda

6. Meet Michelle.

7. Michelle’s Facebook
Advertising is
Underperforming

8. Don’t treat Facebook like Google
Why your Facebook advertising is underperforming

9. Don’t
● Assume your target audience
on Facebook is ready to buy
right now
● Talk only about yourself
● Expect that people know who
you are or why you’re
awesome
The hard-sell tactics used in paid search
won’t work on Facebook
Do
● Engage your audience with
compelling stories and content
● Speak to your target audience’s
interests, emotions, and
problems.
● Build awareness and trust before
trying to sell to them
Why your Facebook advertising is underperforming

10. Develop a winning
Facebook ad strategy

11. The best strategy for Facebook focuses on
demand generation
Awareness
Consideration
Conversion
Paid search is for
demand fulfillment
Demand
generation —
Consider the
entire funnel with
Facebook
Facebook strategy

12. Achieve success with a Facebook sales funnel
Awareness
Consideration
Conversion
Objective
Traffic
Leads + repeat
visitors
Sales
Audience OfferMetric
CPC
CPL
CPA
Test various
broad
audiences
Retargeting +
lookalike
Retargeting +
lookalike
Audience
focused content
Informational
content
Product
Facebook strategy

13. ● Build campaigns for the entire funnel
● Seduce and woo your audience with compelling content
● A funnel approach with Facebook supports your other
marketing efforts
● Nail the awareness stage by:
○ Offering audience focused content
○ If your CPCs are higher than $0.30 you may be doing
awareness wrong
Key takeaways for creating a winning
FB sales funnel
Facebook strategy

14. Steps to set up a
successful campaign

15. The framework for creating successful
Facebook campaigns
1.
Objective
2.
Budget
3.
Schedule
4.
Audience
5.
Offer
6.
Measure

16. Understand the structure of Facebook
ads to design better campaigns
Each campaign aligns to a
single objective
Set budget, schedule, and
audience targeting for each ad set.
Each ad set can contain multiple
ads with different creative, copy,
and offers.
Campaign
Ad set Ad set
Ad Ad Ad Ad

17. Align your Facebook campaign to an
objective in the sales funnel
Awareness
Consideration
Conversion
Objective
Traffic
Leads + repeat
visitors
Sales
Objective
Monthly Goal
1,600 new
visitors
50 new
customers
900 repeat
visitors
25 new
leads

18. Align your sales funnel objective with
Facebook’s campaign objective
Optimize for
impressions
(CPM)
Optimize for
clicks (CPC)
Uses Facebook’s
Lead Gen form
Optimize for
lead conversion
(CPL) or sales
(CPA)
Objective

19. Ensure your budget supports your goals
Campaign
Ad set Ad set
Ad Ad Ad Ad
Daily
Budgets are
controlled at
ad set level
Monthly Budget for a Campaign
Objective Traffic
Monthly campaign budget $400
Estimated CPC $0.25
Goal
1,600
visits
Daily campaign budget $13
# of ad sets 2
Daily ad set budget $6.50
Budget
Lifetime
Budget

20. Create an on-going cadence for your Facebook
advertising
Launch
campaign
Ensure ads
are delivering
Check CPC
& CTR
Review & document:
- Ad performance
(CPC & CTR)
- Audience
- Spend
- Progress to goal
Review overall
campaign
performance
Start, stop, continue
for campaigns
+1 day Every 3-5 days Weekly Monthly
Schedule

21. Create audiences for each ad set that align
with your objective
Awareness Consideration & Conversion Optimize funnel
Demographic Custom Lookalike
Location *Website retargeting *Website lookalike
Age Email upload Email lookalike
Gender Facebook engagement LTV lookalike
Language Offline activity
Demographics
Interests
Behaviors
Audience
PRO TIP: Set up the Facebook
pixel to track and retarget new
traffic. A pixel is a small line of
code on your site. Create a
pixel in Ads Manager and find
detailed instructions on how to
set it up there.

22. Set the right audience size for
demographic audiences
Audience

23. Align your offer to audience and
objective
Offer

24. Awareness
Consideration
Conversion
Objective
Traffic
Leads + repeat
visitors
Sales
OutcomeMetric
CPC
CTR
CPL
CPC
CPA
ROAS
Minimize CPC
Maximize CTR
# of leads
# of repeat
visitors
# of visitors *
conversion rate
/ spend
Track the right metrics for each stage
Measure

25. How to A/B test
(the right way)

26. A/B Testing is changing one variable to see
how it impacts performance
Audiences
25 - 44 y.o. in Alabama
45 - 64 y.o. in Alabama
25 - 44 y.o., southeast
45 - 64 y.o., southeast
Offer
10 of the Toughest Outdoor
Adventures in Alabama
The 5 Best Spring
Marathons in the Southeast
How to feel better after
long-haul flights
Ad

27. Use A/B testing to optimize each
part of a campaign
A/B Testing
A/B testing begins. Test audience
targeting or offer for each ad set.
You optimize it.
Each ad set can contain multiple
ads with different headlines, copy,
and images. Facebook optimizes
it.
Campaign
Ad set Ad set
Ad
#1
Ad
#2
Ad
#1
Ad
#2

28. Ad Set Level: Testing audiences + content is
critical for funnel efficiency
A/B Testing
Example: testing two different locations
and two different age sets with the same
piece of content.
*Timesaver tip: You can duplicate your first ad set once all your
ads are in there and then all you have to do is adjust the
audience piece.

29. Ad Level: Facebook will automatically
optimize for best performing ads
A/B Testing

30. Additional Tips, Tricks, & Takeaways
A/B Testing
● Test a few audience variations at a time.
Select a batch of offers or content to promote (don’t put all your budget
into one piece, essentially)
Create a few lines of copy, a few headline variations, and test 1-3 images
at the ad level to test creative.
Run these A/B tests for 3-7 days, and then optimize (reduce budget on
one or turn ad set off, and put budget behind the ad set that’s delivering
low CPCs and high CTRS) toward the content + audiences that are driving
results.
Only change one variable at a time!

31. Framework for
successful campaigns
● Objective
● Budget
● Schedule
● Audience
● Offer
● Measure
Use a sales funnel for
Facebook advertising
Key takeaways for Facebook ad success!
A/B testing is critical to
maximize performance
● Change one variable
at a time
● Test audiences at the
ad set level
● Budget is your
limiting factor
Awareness
Consideration
Conversion

32. Content supply Distribution Analytics & Insights
Matcha can make this
set it and forget it for you

33. Q + A