This document outlines Susana Cipriota's webinar on maximizing ROI through Facebook targeting. The webinar agenda covers demand generation, audience insights, demand capture, targeting tips, and key metrics. Susana discusses different targeting options like interests, behaviors, demographics and custom audiences. She provides recommendations on optimizing interest targeting, using location data, lookalike audiences, and capturing demand through website custom audiences and Facebook pixels to improve ROI and conversions.

1. Everything You Need to Know
About Facebook Targeting
to Maximize ROI
WEBINAR

2. Susana Cipriota
Automating Data-Driven Facebook Ads for Ecommerce Sites
Funnely Co-Founder | CMO & VP Product
SAN FRANCISCO BAY AREA | INTERNET
CURRENT: FUNNELY
PREVIOUS: HEWLETT PACKARD
EDUCATION: STANFORD UNIVERSITY GRADUATE SCHOOL OF BUSINESS
Published by Susana:
HOST
THE PERFECT FUNNEL IS A
FRAUD: THE REAL ECOMM…
MARCH 16,
2016
SINGAPOREAN ECOMM’S
ONLINE SALES
SKYROCKET…
MARCH 7,
2016
UNLOCKING REVENUE BEHIND
DYNAMIC PRODUCT ADS
FEBRUARY 18,
2016

3. Facebook Targeting
Objectives
01
Demand Generation
02 03 04 05
Audience Insights
Demand Capture
Facebook Targeting Tips
In Numbers
AGENDA

4. CAC
LOWER COST
PER PURCHASE
ROI
LEVERAGE
ROI
SALES
SCALE
SALES
LTV
RAISE LTV
OF THE
CLIENT
ECOMM MARKETER MAIN OBJETIVES

5. FACEBOOK TARGETING OBJECTIVES
LOOKALIKE
AUDIENCES
CUSTOM
AUDIENCES
• INTERESTS
• BEHAVIOURS
• DEMOGRAPHICS
• LOCATION
• WEBSITE
• CUSTOM AUDIENCES

6. Upload a list of emails, phone numbers or Facebook user ids you want to target
and Facebook will match them with its users.
STANDARD
CUSTOM AUDIENCE
Insert the Facebook tracking code on your website and you’ll be able to target
your ads for all users that have visited a specific page during a set time period.
WEBSITE
CUSTOM AUDIENCE
Once you’ve created a Custom Audience you can ask Facebook to create a broader Lookalike
Audience to target your ads toward similar users. Facebook will look for characteristics your users
have in common and create a much bigger list of very similar users.
LOOKALIKE

7. FACEBOOK TARGETING OBJECTIVES
CONVERSION OBJECTIVE METRICS
VISITOR REACH
• Cost per
conversion
• Conversion rate
visits / views
• Reach
PURCHASE ROI
• Revenue / Ad
Spend
• Cost per purchase
• Ad Fatigue

8. DEMAND GENERATION: REACH
VS

9. Interests
targeting

10. HOW TO OPTIMIZE INTEREST
TARGETING:
A. AUDIENCE INSIGHTS

11. AUDIENCE INSIGHTS

12. AUDIENCES
INSIGHTS

13. B. NARROW LOCATION
BY REGION BREAKDOWN

14. LOOKALIKE AUDIENCES

15. DEMAND CAPTURE: ROI
WEBSITE
CUSTOM
AUDIENCES

16. Facebook Pixel and eventsFACEBOOK TARGETING OBJECTIVES

17. AUDIENCES INCLUSION & EXCLUSIONS

19. are required in an ad set to perform better:
Consider removing some of your targeting options to
broader it if your audience is too small.
2,000(at least)

20. of a test running is required to let Facebook algorithms
to learn and reflect future results on future campaigns.
The longer, the better.
24hs(at least)

21. are required by the Facebook conversion optimization
algorithm to learn and perform better.
We suggest you to ensure you invest a daily budget that
affords 50 conversions.
50 conversionsdaily

22. is the size we suggest for the lookalike audience size,
if you got a bigger one, you can narrow it by interests
or behaviours.
1MMpeople

23. are usually required for a page to be listed under interests.
Not all Facebook Pages are available for targeting as an
interests in Facebook Ads, only the popular ones
50,000likes

24. from an emailing database are expected to be matched
with their Facebook identity while creating a Custom
Audience.
70%of the contacts

25. is the suggested size of a custom audience to be used as a
lookalike seed to let the algorithm work effectively. It
needs a good amount of data to analyze and learn from.
5,000

26. Thank you!
Questions to: susana@funne.ly