Facebook Ads Overview

Most Powerful Advertising Platform On Earth!

Advertise to over 1.6 BILLION unique people
Facebook has more data than anyone
Ad Targeting capabilities are the best in history
Ad Platform is driven by “Audiences” not Search
Has greater scalability than other traffic sources
More viral benefits than other traffic sources
Does require a modified marketing approach
NOT good traffic source for commodity products
REQUIRES a Facebook User Profile account
 Facebook Ads Success
Micro-Targeting is absolutely critical
Longer or More-step Buying Cycle
Facebook Users don’t want to be sold to
Facebook Users need to be nurtured
Content as a component of marketing is critical
The more specific the approach the better!
Specific benefit-driven marketing is the key
Marketing at right ‘point’ in process is important
RIGHT OFFER + RIGHT AUDIENCE = SUCCESS
 Facebook Conversion Tracking
Go To Module #1: The Foundation, Lesson #8
Facebook now uses ONE PIXEL for all tracking
Facebook will track NINE different ‘events’ within
their conversion tracking: View Content, Search,
Add To Cart, Initiate Checkout, Add Payment Info,
Make Purchase, Lead, Complete Registration
 Power Of The Facebook Pixel
Tiny invisible image that’s served on your pages
Facebook is able to ‘sync’ this pixel activity BY
USER ACCOUNT!
Facebook is able to use this data to help us get
higher conversions
We are able to use this pixel tracking to serve
ads to people based on how they have
interacted with our marketing or web site
Leveraging FB pixels the right way will maximize
the ROI from every ad dollar we spend!
 Facebook Ads Hierarchy

Campaigns -> Ad Sets -> Ads

Anatomy Of A Facebook Ad
 Which FB Ad Model To Use?
AD -> Lead Capture Landing Page
AD -> Sales Page
AD -> Webinar Registration Landing Page
AD -> Content With Lead Capture
AD -> Content Without Lead Capture (Retargeting)
AD -> Page Post
 Facebook Ad Success Tips
Clear and well-communicated Call-To-Action
Image & Copy compliment each other
CTA offers an INSTANT GRATIFICATION element
DON’T offer ‘3-Day this or 7-Day that’ content
Use Display URL to your benefit (like with AdWords)
Ad should match your TARGET AUDIENCE
Include SOCIAL PROOF wherever possible
Use a similar ‘Look & Feel’ with your Landing Pages
 Naming Your Campaigns & Ad Sets
Campaign: Project + Goal + Version
Ex: Flipping - OPT - Video4
Ex: Flipping - BUY - Sales2
Ad Set: ProjectCode + Objective + BidType
+ Device + Location + Language + Age + Interest + AudCode
EX: FLOPVID4 - WC - OB - US - EN - 20-35 - Hockey - CAUD1
 Your Core Strategy
Primary Goal #1: Discover the highest
targeted audience parameters possible.
Primary Goal #2: Discover the most
effective marketing PATH or process for
turning Facebook users into money for
your business.
 How To Achieve This…
Primary Goal #1: Go SINGULAR with Ad
Sets as much as possible and test many
different audiences.
Primary Goal #2: Test different paths
and approaches and maximize results
each STEP of the way to get the best
return overall.
 Facebook Ad Fatigue
An important thing to watch out for is
‘ad fatigue’ where users get tired of
seeing the same ads.
Facebook gives us stats on “reach” and
“frequency.” This is how many unique
people saw an ad and how many times it
was seen.
 Email List Supplementation
If emails we send to our list are only
opened by 15% of the list, how can we
reach the other 85%?
ANSWER: Facebook Ads via FB Pixel
tracking and/or Custom Audience.
 Engagement & Quality of Likes
Engagement is critically important on
Facebook. It’s part of their “EdgeRank”
formula that decides what gets
displayed in the newsfeed.
FOCUS: The QUALITY of your Likes
will determine your engagement.
Setup A Custom URL For Your Page
There are TWO core reasons for
people to buy likes for their Business
Page…

1) SOCIAL PROOF - to make their Page

look more important because it has a
bunch of likes.
 2) To Qualify For A Custom URL
Once you get over 25 Page Likes you can get a
custom URL. Go to www.facebook.com/username
Setup A Custom URL For Your Page

Once you get over 25 Page Likes

you can get a custom URL. Go to:
www.facebook.com/username
3 Ways To Create A Facebook Ad

Boosting A Page Post

Ads Manager
Power Editor
Must Balance CTR & Conversion
Remember that all that matters is ROI per campaign.
It’s very easy to get high CTRs on certain ads BUT…
that doesn’t always produce solid conversions.
You need to TEST until you create ads that produce
a solid balance of CTR, conversion, and ROI.
Always stay focused on your cost per lead and cost
per sale.
Two Groups That See Our Ads
People that have never visited our
Web Site before (or not within the last
180 days.)
People that have visited our Web Site
within the last 180 days.
Who The Heck Is Your Target Customer?
Create several PROFILES on your target customers
“Step on the other side of the counter.”
If you were your target customer what Pages would
you like on Facebook?
What products & services would you buy?
What books would you read?
What demographics would you fall under?
What other interests would you have?
 The Power Of Audiences
Facebook Ads are driven by “audiences” — i.e. what
group of people our ads are shown to.
Every ad we run, we must decide what audience
the ad will be shown to. Many targeting options…
GENDER (Men/Women)
AGE (13-65+) Selectable by each year
LOCATION (Country/city/region/postal code/more)
LANGUAGE
 The Power Of Audiences
INCOME LEVEL
EDUCATION LEVEL
RELATIONSHIP STATUS
INTERESTS - What pages they like, etc.
BEHAVIORS - similar to interests but based on FB
activity and other services connected to FB
MORE… Politics, Ethnicity, Life Events, Profession,
Parental Status, Home Data, and more!
 The Power Of Audiences
CUSTOM AUDIENCES! Any of our web pages that
they have visited (where a FB pixel fired.)
MORE CUSTOM AUDIENCES… we can upload email
or phone lists of our customers or leads!
LOOKALIKE AUDIENCES! Facebook will try and
create an audience based upon our Custom
Audience data.
THE ABILITY TO EXCLUDE BY THESE OPTIONS!
 Audience Targeting Mistakes
Biggest Mistake: GOING TOO BROAD (Max: 200,000)
Combining too many demographics or psychographics
Confusing an interest for an interest related to your
product or service. Common mistake related to famous
people, TV shows, etc. EX: Fans of “Flip This House”
aren’t necessarily people interested in products related
to house flipping. EX: Fans of “Roger Federer” aren’t
necessarily interested in tennis instruction.
Initial Ad Settings
Split-Testing Facebook Ads
If you put more than one Ad within an Ad Set,
Facebook will automatically run a split-test and
they will automatically optimize impressions based
on the ad they decide is the “Winner”
DON’T LET FB MANAGE YOUR SPLIT-TESTS!
Don’t test Ads by putting them in the same Ad Set.
Instead create a 2nd Ad Set targeting the same
audience. You determine when to stop the test.
 Bid Strategy
Choose CPC and not CPM
Start out with a higher bid and slowly lower it IF it’s
not yet profitable.
Try and bid 1-5 cents ABOVE the highest
recommended CPC price, if possible.
You won’t lose impressions unless you drop your bid
price BELOW what your average CPC price was.
REMEMBER: Losing money initially isn’t a bad thing.
 Optimize & Expand!
Keep testing to lower your CPC rates
Always try to discover new Audiences
Spend more money on what’s working (70/30)
Stop losing campaigns without getting emotional
Keep an eye on AD FATIGUE based on reach
Expand by offering new types of “Lead Promises”
Play “Detective” to find those Micro-Targeted areas
Prioritize Campaigns based on B/E like AdWords