Susan Wenograd

1. Turning on the Facebook Ads
Firehose Without Drowning

2. Obligatory About Me Slide

3. What I Do

4. Me + Paid Media

5. When Agencies Do a Bad Job

6. The Landscape

7. The Process: Ads Interface

8. The Process: Campaign Attempt

9. The Process: Results

10. The Familiar Will Hurt You

11. How Facebook’s Targeting Works
Total Potential Audience
Audience Likely to
Do the Action
Campaigns are focused around desired actions
of the users.
The more specific the audience, the higher the
CPM. Conversion Campaign types = $$

12. Clinging To the Familiar: Bidding

13. The X Factor: FB’s User Behavior Data

14. Clinging To the Familiar: Creative
Video. Video.
Video. Everyone
says to do video.
Video? Video!
Video.

15. Multiple Creatives, One Ad Set
Great engagement,
awful conversion

16. Too Large or Too Small = Bad
16 Lookalike Audiences
11 Countries
3 Additional Interest Layers
Audience Expansion on
Conversion-Focused Campaign Types

17. “Get Our CPA Down”
Normally you’d start
by cutting out what’s
not working…

18. Top-to-Bottom Mentality in Account Design
Awareness
Consideration
Purchase
Upsell
Are you actually doing this, but paying Conversion CPM
prices?

19. Your Assets & Buying Path  FB Structure
Facebook Structure
Video Views Campaign
Retargeting with Carousel Ads
Static Image

20. Create a Strategic Map
Duplicate by:
• Country
• Gender
• Age Groups

21. Results: Implementing Funnel & Strategy Map

22. Y’all Have Hot Figured Out.

23. Cold: Lookalike Audiences
Email lists
Website traffic
Phone numbers

24. Cold: Use Lookalikes as Your Foundation
Higher CPC can =
more valuable user

25. Cold: Shared IDs Accrue Social Proof Faster

26. Cold: Shared IDs Accrue Social Proof Faster
Ad ID
Social
Proof from
Ad Set 1
Social
Proof from
Ad Set 2
Social
Proof from
Ad Set 3

27. Bonus Tip: Need social proof faster?
Drop that post
ID into this type
of campaign
and run it at
the same time!

28. Warm: Think Through Crafty Remarketing

29. Warm: Use Site Data for Groupings
83% of their
conversions
happen within 3
days of visiting

30. “But I Don’t Sell Stuff. I Collect Leads.”

31. Don’t Worry, Lead Gen. I Got You.

32. Lead Gen Ad Units

33. Case Study: Newsletter Sign-ups

34. And Another…
Driving to website:
$332 Spend
6 Sign Ups
Using Lead Ads:
$628 Spend
90 Sign Ups
$55.33 Cost
per Lead
$6.98 Cost
per Lead

35. Maximize: Creative

36. Form = Your Landing Page

37. Maximize: Your Audience
You can create a lookalike
audience off this!
Look for roll-out of ability to
retarget based off post
engagement & event
attendance. (Already in some
accounts.)

38. Manage Your Expectations & Experience
Lower commitment = lower quality/emotional
investment
Have a strong follow up funnel for sign ups to
nurture

39. Keys To Success
 It’s not “One Campaign To Rule Them All!”
 Experiment with different campaign types to achieve the lowest-CPA
funnel
 Utilize your warm audiences to create a solid foundation for ad sets
 Use in-FB action options to create warm/mid-funnel audiences
 Test, succeed, break things, and test again!

40. Bonus: Download Strategic Map!
Leave me your email and I’ll send you a link to a blank
strategy map that is yours to use!

41. Twitter: @SusanEDub
Email: susan@susanwenograd.com