Facebook Advertising allows your brand to build meaningful relationships and reach people who are actually interested in learning what you have to offer. Learn how to use the various features of Facebook Advertising and

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FACEBOOK ADVERTISING:
MASTERING CUSTOMER
TARGETING STRATEGIES
By Elly Deutch
SMSS CHICAGO
APRIL 2014

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AGENDA
• Welcome and introduction to Elly Deutch
• Fast Facts about Facebook Advertising
• The various Facebook Ad Options
• Things to know before you start
• Setting up and running effective ads
• Customizing your audience targeting
• Analyzing your ad data
• Tips, tricks and best practices

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FAST FACTS
• Facebook has over 1.9 billion active users
• On average, Americans “Like” 70 business pages
• Page Post visibility algorithm has changed, causing
decrease in organic reach (avg. -44% visibility)
• Average cost of a page like is $0.64 in the U.S.
• Ad campaigns that rotate creatives gain 60%
higher CTRs and 70% lower costs per fan
• Ads with highly-targeted, custom audiences
generate 387% greater conversion rates

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WHAT’S THE POINT?
REACH MORE PEOPLE THAT NORMALLY WOULDN’T
SEE
INTERACT
LIKE
SHARE
YOUR BUSINESS PAGE OR CONTENT

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VARIOUS FACEBOOK AD OPTIONS
• Desktop • Mobile Newsfeed • Right Column

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NEW AD STRUCTURE

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BEFORE YOU START
Compile necessary resources
– Embed FB Conversion Pixel into your site
– Goals/Objective of advertising campaign
– Landing page
– Imagery
– Ad Copy (90 characters)
– Target Demographic
– Budget
– Daily CPC desired

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CONVERSION PIXELS
Embed Conversion Pixels on your website to track
- Checkouts
- Registrations
- Leads
- Key Page Views
- Adds to Cart
- Other Website
Conversions

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MANAGING YOUR CONVERSION PIXELS

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SETTING UP YOUR FACEBOOK ADS
• Login to your Ads Manager
• Create Conversion Pixels
• Click “Create Ads” and choose corresponding Conversion Pixel
• Select and upload creative(s)
– Cross check image with Grid Tool
– 600 x 225 pixels for creative

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CREATING YOUR FACEBOOK ADS
• Ad copy
– 25 character limit for
headline
– 90 character limit for ad copy
• Always optimize for Mobile
• Target audience by age, gender,
geography, language,
relationship status, interests or
behaviors
• Choose your bid settings
– Page Likes, CPC or
impressions

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AD COPY TIPS FROM FACEBOOK
• Include a clear action you want your audience to take
in the body text of your ad
• Highlight any benefits, sales or similar specials that
your business is offering
• Use a simple, eye-catching image that is related to
your ad text
• If you’re advertising a website, include your business
name or other key information in the headline

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REFINING YOUR TARGETING

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AUDIENCE TARGETING TRICKS
• Ads with higher budgets will reach more people of the
potential audience
• Use “Interests” to narrow your potential audience
• Think outside the typical keywords or search terms for your
company
• The more “niche” the better off you’ll be
• Actual audience size depends on your budget and the duration
of your campaign
• If you’re only targeting a few interests, think about adding
more related interests.

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CUSTOM AUDIENCES
• Create Custom Audiences in Ads Manager, Ads Create tool or
Power Editor
• Target Facebook users by email address, phone numbers,
Facebook IDs or mobile Advertiser IDs
• Have at least 1,000 people to ensure meaningful reach
• Create a Custom Audience from your website for any group of
customers or prospective customers that you'd like to reach
• Prepare .csv file with one column (no heading) and upload
• Select “Audiences” and “Create Audience”

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“LOOKALIKE” AUDIENCE FEATURE

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THE ALMIGHTY POWER EDITOR
• Allows you to create and manage multiple ads
(20+) and sponsored stories at once
• Can create custom and “lookalike” audiences
• Includes partner category targeting
• “Dark” or unpublished post options

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ANALYZING AD DATA
• Always have goals top of mind
• Monitor bidding structure daily
• Spot underperforming ads and
adjust, re-test or shut off
• View only relevant data by
adding/subtracting columns
and exporting reports
• Aim for high CTR, Impressions and
low Average price and frequency

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REPORTING DASHBOARD

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BEST PRACTICES
• Use a clear, strong visual that grabs people’s attention (no logos)
• Accompany with light-hearted, witty and funny text (it’s likely they
won’t even read it anyways)
• Add a border to your image
• Encourage Call To Action
• No mass targeting - refine your scope
• Use “Create Similar Ad” tool for AB testing
• Always optimize for mobile app ads
• Test “Offer” tool on your community
• Remember: Sponsored Stories are now integrated with all ad types

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QUESTIONS?
Thanks! Tweet me @EllyDeutch
with #SMSsummit to learn more

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