1.  Module 4: Optimizing for supercharged performance.
Featuring Alex Houg
Follow on Twitter and Facebook!
@AlexHoug

2. Social ads are about amplifying user actions, not broadcasting creative

3. •Page Like (Interests+Friends Of Fans)
•Page Like (Media Workplace)
•Page Like (Custom Audiences)
•Page Post (Most Recent to Fans)
•Page Post (Most Recent to Friends Of Fans)
•Page Post (Custom Audience)
•Page Post (Lookalike)
•Sponsored Story (Page post Like to Interests)
•Dark Post (Email Collection / To App or Tab)
•Conversion Pixel (Site Conversion Tracking)

4. Page Like Ads using interests and Friend-of-Fans (FOF)

5. Friend of Fan information is key
for marketing – Read why!
•Brand appears trustworthy from
friends approval.
•Gets 5-10x response rates than
from unconnected users
•Can only be used for users
already connected to your page
If they like you, chances are, their friends will too!

6. •Don’t appear on your page’s timeline.
•Can have ads ran to them.
•Good for controlling which message you’re
promoting to different audiences.
Why/how do I set these up? Learn here!

7. •Is code placed on your site to signal when a
user lands on a certain page.
•Used to track user behavior throughout
conversion funnel and report.
Offsite what-now? Confused? Learn more here!

8. Page Like Ads using Workplaces

9. Gaining fans using Custom Audiences
(This is why we told you to grow your email list in Module 1!)

10. Promoting your most recent post to your fans

11. Serving page post ads to a custom audience

12. Serving page post ads to lookalike audiences

13. Promoting sponsored stories based on interests

14. Using unpublished (dark) posts to collect emails or attract to an app / tab

15. Using a conversion pixel to track conversions on your site

16. Your Ad Campaign
Leads
“This is how
we can help
you”
Fans
“Here’s an
event that’s
coming up”
Media
Outlets
“Check out
our original
case study”
Every micro-target segment you make should have content
tailored for the message you’re trying to reach them with.

17. What’s some funny uses for a duffle bag? Let’s find out…

19. Create a conversion pixel and integrate into your website
Upload a custom audience and let it populate
Create lookalikes from your custom audience
Create conversion campaign with 3 ads
Create ad combos (onion targeting)
q
q
q
q
q

20. Thank You!
for being a part of the
Facebook Marketing Textbook!
The guide we send out at the end of each live, recorded
session will help you
follow along later with implementing these techniques
in your business.
Featuring Alex Houg
Follow on Twitter and Facebook!
@AlexHoug