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The 4 Most Powerful Facebook
Advertising Tools Marketers
Aren’t Using
…but SHOULD BE!
About Jon Loomer
NBA (not a player!)
Facebook Since 2007
Own Biz in 2011
Top 10 Blogs of 2013
About Jon Loomer
Father of Three Boys
Obsessed Baseball/Brewers Fan
Passionate Coach
I LOVE STATS
What We’ll Cover
The Power of Facebook Ads
Conversion Tracking
Conversion Specs
Custom Audiences
Facebook Ads Reporting
[SWEET OFFER]
How I Roll…
Lots of text (sorry)
But short text!
NO ONE SHALL SLEEP!
Ask Questions – Q&A at the end!
It will be recorded!
The Power of Facebook Ads
No Better Way to TARGET!
Just a Few Awesome Tools
Target your offline customers
Target based on buying histories and lifestyles
Retargeting of website visitors
Track and optimize for conversions
Optimize for specific actions, like conversions
Just a Few Awesome Tools
Power Editor Conversion Tracking Conversion
Specs Saved Target Groups Custom Audiences
Lookalike Audiences Partner Categories Precise
Interests Broad Categories Facebook Ads Reports
Action Bidding Optimized CPM Domain
Sponsored Stories Page Like Sponsored Stories
News Feed Mobile Ads Video Ads
Placement Selection Connections FBX
Unpublished Posts
Why Aren’t You Doing It?
Why Aren’t You Doing It?
“IT’S
TOO
MUCH!!
How Can We Make it Easier?
SIMPLIFY!
4 Most Powerful Tools
1. Conversion Tracking
2. Conversion Specs
3. Custom Audiences
4. Facebook Ad Reports
Conversion Tracking
It’s not just about tracking…
What is Conversion Tracking?
TRACK and OPTIMIZE for an offsite
conversion!
TRACK
TRACK how many people clicked on or
looked at your ad and then…
• Bought
• Submitted
• Registered
TRACK
TRACK the cost of your ad vs. direct
revenue.
ROI!
OPTIMIZE
OPTIMIZE to reach users most likely to
perform your desired conversion.
Types of Conversion to Optimize For
Checkouts
Registrations
Leads
Key Page Views
Adds to Cart
“Other” Conversions
Why You Should Use It
If you aren’t tracking your conversions…
you’re just guessing!
When You Should Use It
Ads that lead to…
1. Product Landing Page
2. Email Newsletter Sign-up Page
3. Lead Generation Page
4. Contact Form
5. Anything that requires visitors to “submit”
BUT… I USE TRACKING LINKS!
Your tracking links don’t tell you…
1. What PLACEMENT led to the most conversions
2. What COUNTRY led to the most conversions
3. What AGE led to the most conversions
4. What GENDER led to the most conversions
How Conversion Tracking Works
Offsite Pixel
+
Success Page
+
Ad View or Click
=
Conversion Reported
How to Set it Up
1. Create a Conversion Pixel
How to Set it Up
2. Copy Your Pixel
How to Set it Up
3. Paste it on your Success Page
How to Set it Up
4. Create Your Ad and Select Tracking
What it Looks Like…
The Verdict
If your ad’s purpose is to get any type of
conversion…
YOU NEED TO USE CONVERSION
TRACKING!
Conversion Specs
Are you Optimizing?
What are Conversion Specs?
1. When you use Optimized CPM bidding,
Facebook automatically optimizes for a
specific action…
What are Conversion Specs?
2. By default, Facebook optimizes for Page
Likes, Post Engagement, Link Clicks, etc. –
Depending on the ad
What are Conversion Specs?
3. But what if you want something else?
Why You Should Use Them
Not all metrics are created equal. Don’t
trust Facebook to define your success!
When You Should Use Them
Sometimes you want engagement…
Sometimes you want a link click…
Sometimes you want a video play…
Don’t trust defaults!
How to Set it Up
1. “Manually set up conversion specs”
How to Set it Up
2. Replace the “action.type”
What Else Can You Optimize For?
app_engagement
app_install
app_story
like
link_click
mobile_app_install
page_engagement
page_story
post_engagement
post_story
receive_offer
rsvp
video_play
comment
post
What it Looks Like…
The Verdict
Measure the stuff that matters…
by OPTIMIZING for the stuff that matters!
Custom Audiences
Target your offline customers
What are Custom Audiences?
Target your offline customers in ads,
regardless of whether they are your Fans.
Why You Should Use Them
There is no better way to reach your paid
and subscribed customers on Facebook.
The Results
• Increase sign-up rate by 43% (TechCrunch)
• Decrease Cost Per Lead by 30% (TechCrunch)
• 30% higher Conversion Rate (OpenSky)
• 5X Return on Ad Spend (Nanigans)
When You Should Use Them
1. Target customers who are non-Fans
2. Announce a product launch
3. Combine with other marketing
How Does It Work?
1. Upload your customer list into Power
Editor
2. Facebook matches up users with your
customers
3. Target those people in your ads
Types of Customer Lists
Email Addresses
Phone Numbers
Facebook UIDs
Facebook App UIDs
How to Set it Up
1. Create Audience
How to Set it Up
2. Name, Describe, Upload, Choose
How to Set it Up
3. Wait…
How to Set it Up
4. Create Your Ad and Select Audience
The Verdict
Reach the people who matter most…
THOSE WHO HAVE BOUGHT FROM YOU!
Facebook Ad Reports
Shedding light on what’s actually
happening…
What are Facebook Ad Reports?
Facebook provides a reporting interface that
displays the performance of your ads.
…But it’s been improved!
The Old Reports
The New Reports
Why You Should Use Them
View performance based on SEGMENT
1. Placement
2. Country
3. Gender
4. Age
Why You Should Use Them
View performance based on ACTIONS
1. Likes and Cost Per Like
2. Conversions and Cost Per Conversion
3. Engagement and Cost Per Engagement
How to Use Them
Click Reports in Ad Manager
How to Use Them
Edit Columns: Data Breakdowns
How to Use Them
Edit Columns: Delivery & Spend
How to Use Them
Edit Columns: Actions
How to Use Them
Edit Columns: Cost Per Action
The Verdict
Learn what works and what doesn’t…
SPEND MONEY WHERE IT WORKS!
That’s It!
But just a second…
How to Find Me
JonLoomer.com
fb.com/JonLoomerDigital
@JonLoomer
jon@jonloomer.com
YouTube.com/jonloomer
Social Media Pubcast
Master These 4 Tools
FB Marketing Advanced University:
Power Editor
FB Marketing Advanced University:
Power Editor
Five Sections
40+ Written Lessons
4+ Hours of Video
Beginner to Advanced
Completely Self-Serve
Limited Time Offer!
Price as of Monday: $147
Your Price: $73.50
50% OFF!
How to Sign Up…
JonLoomer.com/training
50% OFF
EXPIRES MONDAY!
Q&A
Ask Me Anything!

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The 4 Most Powerful Facebook Advertising Tools Marketers Aren't Using

  • 1. The 4 Most Powerful Facebook Advertising Tools Marketers Aren’t Using …but SHOULD BE!
  • 2. About Jon Loomer NBA (not a player!) Facebook Since 2007 Own Biz in 2011 Top 10 Blogs of 2013
  • 3. About Jon Loomer Father of Three Boys Obsessed Baseball/Brewers Fan Passionate Coach I LOVE STATS
  • 4. What We’ll Cover The Power of Facebook Ads Conversion Tracking Conversion Specs Custom Audiences Facebook Ads Reporting [SWEET OFFER]
  • 5. How I Roll… Lots of text (sorry) But short text! NO ONE SHALL SLEEP! Ask Questions – Q&A at the end! It will be recorded!
  • 6. The Power of Facebook Ads
  • 7. No Better Way to TARGET!
  • 8. Just a Few Awesome Tools Target your offline customers Target based on buying histories and lifestyles Retargeting of website visitors Track and optimize for conversions Optimize for specific actions, like conversions
  • 9. Just a Few Awesome Tools Power Editor Conversion Tracking Conversion Specs Saved Target Groups Custom Audiences Lookalike Audiences Partner Categories Precise Interests Broad Categories Facebook Ads Reports Action Bidding Optimized CPM Domain Sponsored Stories Page Like Sponsored Stories News Feed Mobile Ads Video Ads Placement Selection Connections FBX Unpublished Posts
  • 10. Why Aren’t You Doing It?
  • 11. Why Aren’t You Doing It? “IT’S TOO MUCH!!
  • 12. How Can We Make it Easier? SIMPLIFY!
  • 13. 4 Most Powerful Tools 1. Conversion Tracking 2. Conversion Specs 3. Custom Audiences 4. Facebook Ad Reports
  • 14. Conversion Tracking It’s not just about tracking…
  • 15. What is Conversion Tracking? TRACK and OPTIMIZE for an offsite conversion!
  • 16. TRACK TRACK how many people clicked on or looked at your ad and then… • Bought • Submitted • Registered
  • 17. TRACK TRACK the cost of your ad vs. direct revenue. ROI!
  • 18. OPTIMIZE OPTIMIZE to reach users most likely to perform your desired conversion.
  • 19. Types of Conversion to Optimize For Checkouts Registrations Leads Key Page Views Adds to Cart “Other” Conversions
  • 20. Why You Should Use It If you aren’t tracking your conversions… you’re just guessing!
  • 21. When You Should Use It Ads that lead to… 1. Product Landing Page 2. Email Newsletter Sign-up Page 3. Lead Generation Page 4. Contact Form 5. Anything that requires visitors to “submit”
  • 22. BUT… I USE TRACKING LINKS! Your tracking links don’t tell you… 1. What PLACEMENT led to the most conversions 2. What COUNTRY led to the most conversions 3. What AGE led to the most conversions 4. What GENDER led to the most conversions
  • 23. How Conversion Tracking Works Offsite Pixel + Success Page + Ad View or Click = Conversion Reported
  • 24. How to Set it Up 1. Create a Conversion Pixel
  • 25. How to Set it Up 2. Copy Your Pixel
  • 26. How to Set it Up 3. Paste it on your Success Page
  • 27. How to Set it Up 4. Create Your Ad and Select Tracking
  • 28. What it Looks Like…
  • 29. The Verdict If your ad’s purpose is to get any type of conversion… YOU NEED TO USE CONVERSION TRACKING!
  • 31. What are Conversion Specs? 1. When you use Optimized CPM bidding, Facebook automatically optimizes for a specific action…
  • 32. What are Conversion Specs? 2. By default, Facebook optimizes for Page Likes, Post Engagement, Link Clicks, etc. – Depending on the ad
  • 33. What are Conversion Specs? 3. But what if you want something else?
  • 34. Why You Should Use Them Not all metrics are created equal. Don’t trust Facebook to define your success!
  • 35. When You Should Use Them Sometimes you want engagement… Sometimes you want a link click… Sometimes you want a video play… Don’t trust defaults!
  • 36. How to Set it Up 1. “Manually set up conversion specs”
  • 37. How to Set it Up 2. Replace the “action.type”
  • 38. What Else Can You Optimize For? app_engagement app_install app_story like link_click mobile_app_install page_engagement page_story post_engagement post_story receive_offer rsvp video_play comment post
  • 39. What it Looks Like…
  • 40. The Verdict Measure the stuff that matters… by OPTIMIZING for the stuff that matters!
  • 41. Custom Audiences Target your offline customers
  • 42. What are Custom Audiences? Target your offline customers in ads, regardless of whether they are your Fans.
  • 43. Why You Should Use Them There is no better way to reach your paid and subscribed customers on Facebook.
  • 44. The Results • Increase sign-up rate by 43% (TechCrunch) • Decrease Cost Per Lead by 30% (TechCrunch) • 30% higher Conversion Rate (OpenSky) • 5X Return on Ad Spend (Nanigans)
  • 45. When You Should Use Them 1. Target customers who are non-Fans 2. Announce a product launch 3. Combine with other marketing
  • 46. How Does It Work? 1. Upload your customer list into Power Editor 2. Facebook matches up users with your customers 3. Target those people in your ads
  • 47. Types of Customer Lists Email Addresses Phone Numbers Facebook UIDs Facebook App UIDs
  • 48. How to Set it Up 1. Create Audience
  • 49. How to Set it Up 2. Name, Describe, Upload, Choose
  • 50. How to Set it Up 3. Wait…
  • 51. How to Set it Up 4. Create Your Ad and Select Audience
  • 52. The Verdict Reach the people who matter most… THOSE WHO HAVE BOUGHT FROM YOU!
  • 53. Facebook Ad Reports Shedding light on what’s actually happening…
  • 54. What are Facebook Ad Reports? Facebook provides a reporting interface that displays the performance of your ads. …But it’s been improved!
  • 57. Why You Should Use Them View performance based on SEGMENT 1. Placement 2. Country 3. Gender 4. Age
  • 58. Why You Should Use Them View performance based on ACTIONS 1. Likes and Cost Per Like 2. Conversions and Cost Per Conversion 3. Engagement and Cost Per Engagement
  • 59. How to Use Them Click Reports in Ad Manager
  • 60. How to Use Them Edit Columns: Data Breakdowns
  • 61. How to Use Them Edit Columns: Delivery & Spend
  • 62. How to Use Them Edit Columns: Actions
  • 63. How to Use Them Edit Columns: Cost Per Action
  • 64. The Verdict Learn what works and what doesn’t… SPEND MONEY WHERE IT WORKS!
  • 65. That’s It! But just a second…
  • 66. How to Find Me JonLoomer.com fb.com/JonLoomerDigital @JonLoomer jon@jonloomer.com YouTube.com/jonloomer Social Media Pubcast
  • 67. Master These 4 Tools FB Marketing Advanced University: Power Editor
  • 68. FB Marketing Advanced University: Power Editor Five Sections 40+ Written Lessons 4+ Hours of Video Beginner to Advanced Completely Self-Serve
  • 69. Limited Time Offer! Price as of Monday: $147 Your Price: $73.50 50% OFF!
  • 70. How to Sign Up… JonLoomer.com/training 50% OFF EXPIRES MONDAY!