Q4 Facebook Advertising Summit - AdEspresso

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This document outlines an agenda for a Facebook advertising summit focused on optimizing ads during the fourth quarter. The summit covers bridging digital advertising across Google and Facebook, maximizing results on Facebook in Q4 which is the busiest time of year, and using audience behavior targeting to increase profits. Specific topics include understanding users' mindsets in Q4, using a conversational social approach, creating unique ads, optimizing targeting, ad creative best practices, key metrics like CTR and CPC, and A/B testing for optimization.

Retail

Q4 Summit Details
Day 1 | GOOGLE + FACEBOOK: BRIDGING THE DIGITAL
ADVERTISING GAP TO MAXIMIZE CROSS CHANNEL AD SPEND
Day 2 | FACEBOOK ADS IN Q4: MAXIMISING RESULTS IN THE
BUSIEST TIME OF THE YEAR
Day 3 | PROFITS! HOW TO EARN MORE PROFIT THROUGH
FACEBOOK AUDIENCE BEHAVIOR TARGETING

Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

Facebook Ads in Q4
Maximising results in the
busiest time of the year

• Busiest time of the year
• Halloween, Thanks
Giving, Black Friday,
Christmas, Sales…
• Increased competition
• ‘Pushy’ messages

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
B2C - Worldwide

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
B2C - US
Only

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
B2B - US
Only

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
COMPETITION
Car BrandRestaurant
Online Course Concert
Gadget
Gym
Membership

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
• Custom Audience from list
• Website Custom Audience
• Lookalike Audience
• Advanced Demographics
• Interest
• Demographics
AD TARGETING
EFFECTIVENE
SS
PRIC
E

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
Creating Ads that Stand
Out

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
1. Image / Video
2. Headline
3. Ad Text (shown)
4. Social Proof
5. Landing Page
6. Other ('see more’, display link…)
HOW USERS SEE ADS…

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
THINK OUTSIDE THE ‘FRAME’

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
ENGAGE FIRST

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
BE ADVENTUROUS

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STAY AWAY FROM CLICHÉS

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
EMOJIS

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
METRICS
Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
#1. CTR

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
Represents ONLY users’ interest in your
ad

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
Low CTR: Why?
Bad Ad Bad Targeting

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
#2. CPM

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
#3. CPC

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
CTR vs. CPC

Twitter: @acalerog / @AdEspresso Email: info@adespresso.comTwitter: @acalerog / @AdEspresso Email: info@adespresso.com
#4. IMPRESSIONS

Twitter: @acalerog / @AdEspresso Email: info@adespresso.comTwitter: @acalerog / @AdEspresso Email: info@adespresso.com
Have at least 1,000-2,000 per
AdSet

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
#5. CONVERSIONS

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
#6. CPA

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
#7. Conversion Rate

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
Conversion Rate
Total
ConversionsTotal
Clicks
x
100

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
Reasons for a low Conversion Rate
• Price
• Not enough information
• Bad landing page
• Deceiving ad

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
OPTIMISATION

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
A/B Testing

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
A/B Testing
• Ads
• Targeting

Twitter: @acalerog / @AdEspresso Email: info@adespresso.comTwitter: @acalerog / @AdEspresso Email: info@adespresso.com
Analysis

Twitter: @acalerog / @AdEspresso Email: info@adespresso.com
Process (Recommended)
1. Choose your main metrics
2. Define their optimum value
3. Filter and pause
4. Adjust budgets and bids
5. Repeat

Questions for our Panelists?
Copyright 2017 - Q4 Facebook Advertising Summit

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Q4 Facebook Advertising Summit - AdEspresso

1. THE Q4 FACEBOOK ADVERTISING SUMMIT

2. Q4 Summit Details Day 1 | GOOGLE + FACEBOOK: BRIDGING THE DIGITAL ADVERTISING GAP TO MAXIMIZE CROSS CHANNEL AD SPEND Day 2 | FACEBOOK ADS IN Q4: MAXIMISING RESULTS IN THE BUSIEST TIME OF THE YEAR Day 3 | PROFITS! HOW TO EARN MORE PROFIT THROUGH FACEBOOK AUDIENCE BEHAVIOR TARGETING

3. Today’s Logistics Session Recording + Slides Will Be Sent Out Join in the Poll Questions! Submit Questions to Our Panelists

4. Facebook Ads in Q4 Maximising results in the busiest time of the year

5. • Busiest time of the year • Halloween, Thanks Giving, Black Friday, Christmas, Sales… • Increased competition • ‘Pushy’ messages

6. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com B2C - Worldwide

7. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com B2C - US Only

8. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com B2B - US Only

9. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com COMPETITION Car BrandRestaurant Online Course Concert Gadget Gym Membership

10. STAYING AWAY FROM IT

11. 1. USERS’ MINDSET

12.

13. Avoid the ‘Buy, buy, buy’ approach

14. 2. SOCIAL

15. CONVERSATIONAL APPROACH

16.

17. It’s not about you, it’s about THEM

18. 3. UNIQUENESS

19.

20. Ad Blindness

21.

22.

23. KNOW YOUR AUDIENCE

24.

25.

26. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com • Custom Audience from list • Website Custom Audience • Lookalike Audience • Advanced Demographics • Interest • Demographics AD TARGETING EFFECTIVENE SS PRIC E

27. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com Creating Ads that Stand Out

28. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com 1. Image / Video 2. Headline 3. Ad Text (shown) 4. Social Proof 5. Landing Page 6. Other ('see more’, display link…) HOW USERS SEE ADS…

29. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com 1. Image / Video 2. Headline 3. Ad Text (shown) 4. Social Proof 5. Landing Page 6. Other ('see more’, display link…) HOW USERS SEE ADS…

30. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com THINK OUTSIDE THE ‘FRAME’

31. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com THINK OUTSIDE THE ‘FRAME’

32. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com THINK OUTSIDE THE ‘FRAME’

33. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com THINK OUTSIDE THE ‘FRAME’

34. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com ENGAGE FIRST

35. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com BE ADVENTUROUS

36. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com STAY AWAY FROM CLICHÉS

37. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com EMOJIS

38. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com METRICS Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

39. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com #1. CTR

40. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com Represents ONLY users’ interest in your ad

41. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com Low CTR: Why? Bad Ad Bad Targeting

42.

43. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com #2. CPM

44. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

45. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

46. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

47. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com #3. CPC

48. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com CTR vs. CPC

49. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

50. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

51. Twitter: @acalerog / @AdEspresso Email: info@adespresso.comTwitter: @acalerog / @AdEspresso Email: info@adespresso.com #4. IMPRESSIONS

52. Twitter: @acalerog / @AdEspresso Email: info@adespresso.comTwitter: @acalerog / @AdEspresso Email: info@adespresso.com Have at least 1,000-2,000 per AdSet

53. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com #5. CONVERSIONS

54. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com #6. CPA

55. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com #7. Conversion Rate

56. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com Conversion Rate Total ConversionsTotal Clicks x 100

57. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

58. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com

59. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com Reasons for a low Conversion Rate • Price • Not enough information • Bad landing page • Deceiving ad

60. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com OPTIMISATION

61. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com A/B Testing

62. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com A/B Testing • Ads • Targeting

63. Twitter: @acalerog / @AdEspresso Email: info@adespresso.comTwitter: @acalerog / @AdEspresso Email: info@adespresso.com Analysis

64. Twitter: @acalerog / @AdEspresso Email: info@adespresso.com Process (Recommended) 1. Choose your main metrics 2. Define their optimum value 3. Filter and pause 4. Adjust budgets and bids 5. Repeat

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