Slides for Facebook Ads training on Feb 17th in Auckland

1. Facebook Ads Training
With Andrew Ferdinando, Feb 17th

2. House keeping
• Refreshments
• Bathrooms (you’ll need the tag)
• Times
• I’m sticking around at the end
• Several breaks during the session

3. You’re in the right place if….
1. You are thinking about setting up Facebook Ads but you’re not sure where to start
2. You have used Facebook Ads in the past and want to improve your results
3. You’re simply interested in how Facebook Ads work

4. My plan for today
1. Marketing theory
2. Facebook theory
3. Practical step by step
4. Simplicity

5. Today’s agenda
Module 1: An Introduction to Facebook Ads
Why use Facebook to advertise?
Facebook advertising fundamentals.
Understanding how Facebook should fit into your marketing mix.
Module 2: Ad Structure, Ad Objectives, Targeting & Bidding
The structure of the ad account
Which objective should you use?
Examples of each objective.
The incredible targeting opportunities.
Module 3: Remarketing, Audiences, Measuring Conversions & The Facebook Pixel
What is remarketing and why all businesses should be using it.
How to install the Facebook pixel.
How to track conversions & reporting functionality.
Website custom audiences.
Mailing list custom audiences.
Lookalike audiences.
Combining Facebook remarketing with your other ad channels.

6. Today’s agenda
Module 4: Ad Creative & Landing Pages
Anatomy of Facebook ads.
Best practices of ads.
Facebook Ad guidelines.
What is a landing page.
Anatomy of a landing page.
Module 5: Ads Manager & Power Editor
The difference between Ads Manager & Power Editor.
A tour of Ads Manager.
A tour of Power Editor.
Module 6: Course Summary & Next Steps
The key areas to focus on.
Setting up your ads, my 6 step process.

7. About me
- British entrepreneur
- www.hubworking.com
- Now live in NZ
- Digital Marketing Trainer, focus on FB

8. Module 1
An Introduction to Facebook Ads
Facebook Stats
Why use Facebook to advertise?
Facebook advertising fundamentals.
Understanding how Facebook should fit into your marketing mix.

9. Facebook stats
- 1.59 billion people on Facebook
- Monday, August 24th Facebook had 1 billion
users log in on 1 single day
- 65% of users use Facebook daily
- Time spent on FB per day = 20+ mins
- The ad platform is becoming more advanced
every day & is low cost

10. Facebook stats

11. Facebook stats

12. Facebook stats

13. Facebook’s vision for the future
• 5 key areas
• The reasons Facebook is only going to get bigger

14. Facebook’s vision for the future
Virtual reality
- Oculus

15. Facebook’s vision for the
future
Artificial intelligence
- Professor Yann LeCun
- Hired some of the worlds top AI researchers
and set up a lab.
- Developing technology to analyze images,
videos etc rather than just data.
- Will improve the FB ads platform
- Mark Zuckerberg is making a robot!

16. Facebook’s vision for the future
Connected world
- Internet.org

17. Facebook’s vision for the future
News curation
- Instant articles

18. Facebook’s vision for the future
Messenger
- Becoming a platform

19. The future of Facebook
MORE
Users
Countries
Functionality
Time spent on Facebook
Potential for advertisers
Facebook for business….

20. Facebook Definitions
• What is a Facebook profile?
• What is the Facebook timeline?
• What is a Facebook page?
• What is a Facebook ad?
• What is the Facebook newsfeed?

21. Facebook profile

22. Facebook profile

23. Facebook timeline

24. Facebook page
• A Facebook page is a public profile
specifically created for businesses,
brands, celebrities, causes, and
other organizations. Unlike
personal profiles, pages do not
gain "friends," but "fans" - which
are people who choose to "like"
a page.

25. Facebook newsfeed
• On Facebook a News Feed is a list of updates on your own Facebook home
page. The News Feed will show updates about those people who are in your
friend's list, as well as the odd advertisement..

26. Facebook ad
• An ad is sponsored content which
appears on your newsfeed.

27. The basic premise of Facebook Ads
• Show my ad to people who match the following criteria….

28. Why should we us Facebook Ads?
Time magazine:
“Facebook Pages reach only 6% of a brands followers and it’s
heading towards 1 to 2%”.
Mark Zuckerberg
We only see around 20% of potential content
Facebook’s statement in response:
“If businesses want to make sure that people see their
content then the best strategy is, and always has been, paid
advertising”.

29. How should Facebook fit into your digital marketing mix?
Facebook should be an important part of your marketing along with:
- Email marketing
- Content marketing
- Search marketing
Facebook helps you create demand as opposed to fulfill demand

30. Fulfilling demand vs creating demand
Fulfilling demand

31. Fulfilling demand vs creating demand
Creating demand

32. Fulfilling demand vs creating demand
We are interrupting the user to introduce them to our product:
- Direct response
- Brand awareness

33. Facebook Ads - #1 pitfall
BUT FIRST…..THE BASIC PRINCIPLE OF FACEBOOK ADS
When you advertise on FB you are telling Facebook:
“Show my ad to people who fit the following criteria”:

34. Facebook Ads - #1 pitfall
Because you are targeting a specific sub segment of Facebook
users, you must create new ads on a regular basis. Otherwise your
target market will become fed up of seeing your ads.
Fulfilling demand vs creating demand

35. Facebook Ads - #1 pitfall
Your target market will get bored of the same old ad
Change the ad every few weeks
Have different objectives & different target markets

36. Module 2
Ad Stucture, Ad Objectives, Targeting & Bidding
The Structure of an ad account
Which objective should you use?
Examples of each objective
The incredible targeting opportunities

37. Ad Structure

38. Ad Account Structure
• The structure of an account
- Campaigns (objective, spend, schedule)
- Ads Sets (targeting, placement, bid type)
- Ads (creative: title, text, image, button text)
Campaign
Ad SetAd SetAd Set
Ad Ad Ad Ad Ad Ad

39. Ad Account Structure
• The structure of an account
- Campaigns (objective, spend, schedule)
- Ads Sets (targeting, placement, bid type)
- Ads (creative: title, text, image, button text)
Training Course, Feb 17th
Website Clicks
$200 spend
Feb 1st to Feb 10th
Auckland, 25-55
Digital Marketing
Auckland, 25-55 yrs
Small Business Owners
Auckland, 25-55 yrs
Facebook Page Admins
Ad Ad Ad Ad Ad Ad

40. Objectives

41. Objectives
• Clicks to website
Select Clicks to Website and enter the web page address that you
want people to visit.
Choose your home page, a product page or even your online store
– you decide where your customers arrive when they click or tap
on your Facebook advert.

42. Objectives
• Website Conversions
- Optimize your ad to get people to
take specific actions on your website,
such as signing up for a newsletter or
buying a product.

43. Objectives
• Boost posts / page post engagment
- You'll reach more people when you
boost posts. Engagement can include
likes on your post, comments, shares
and photo views.

44. Objectives
• Page likes
- Connect with all the people who matter to your business

45. Objectives
• App installs
- Get people to install your mobile app.

46. Objectives
• App engagement
- Get more activity on your mobile app.

47. Objectives
• Local awareness
- Create ads that reach people near
your business. This feature is
currently only available in some
countries.
- Get directions
- Send message
- Call now
- Learn more

48. Objectives
• Event responses
- Promote your Facebook Event to get
more responses.

49. Objectives
• Offer claims
- Promote timely discounts or other
deals for people to claim in your
store.

50. Objectives
• Video views
- Tell a story using your video ad

51. Objectives
• Lead Ads (BRAND NEW)
- Sign up users directly within Facebook

52. Targeting

53. Targeting
• Targeting: Location
You can choose from the following location types:
- Countries
- Counties/regions
- Cities
- ZIP/postal codes
- Addresses
You can filter these further based upon time frame:
- Everyone in this location (default option)
- People who live in this location
- People recently in this location
- People travelling in this location (these are people who are visiting right now but normally live more than
100 miles away)

54. Targeting
• Targeting: Age, Gender, Language
Age
Defaults to 18-65+, but you can select users as young as 13. Users over 65 are always
grouped together as “65+”.
Gender
Defaults to all, and you can filter to just men or just women.
Language
Open ended list of languages to choose from.

55. Targeting
• Targeting: Demographic targeting

56. Targeting
• Targeting: Demographic targeting > Relationship
Interested In
Men
Men & Women
Unspecified
Women
Relationship Status
Single
In a relationship
Married
Engaged
Unspecified
Civil Union
Domestic Partnership
Open Relationship
Complicated
Separated
Divorced
Widowed

57. Targeting
• Targeting: Demographic targeting > Education
Education Level
Associate degree
College grad
Doctorate degree
High school grad
In college
In grad school
In high school
Master’s degree
Professional degree
Some college
Some grad school
Some high school
Unspecified
Field of Study
Lists of majors – very large list so try to target variations (eg finance, corporate finance, finance/accounting, finance & banking, etc.)
Schools
Very large list of schools – includes all levels from elementary school through college, and includes international schools as well.
Undergrad Years
Any years between 1980 to current can be selected.

58. Targeting
• Targeting: Demographic targeting > work
Employer
Open-ended list – be sure to use variations
Job Titles
Open-ended list – be sure to use variations
Industries
Administrative
Architecture and Engineering
Arts, entertainment, sports and media
Business and financial operations
Cleaning and maintenance
Community and social services
Computer and mathematics
Construction and extraction
Education and library
Farming, fishing and forestry
Food preparation and services
Government Employees
Healthcare and medical
IT and technical
Installation and repair
Legal
Management
Military
Nurses
Personal Care
Production
Protective Service
Retail
Sales
Science
Temporary and seasonal
Transportation and Moving
Veterans (US)
Office Type (Sourced from Epsilon and DLX/Mastercard)
Home office
Small business
Small office

59. Targeting
• Targeting: Demographic targeting > home
Home Type (Sourced from Acxiom)
Apartment
Condo
Home value
$1,000,000 – $1,999,999
$100,000 – $199,999
$200,000 – $299,999
$300,000 – $499,999
$50,000 – $99,999
$500,000 – $699,999
$700,000 – $999,999
Less than $50,000
Over $2,000,000
Multi-family home
Property size
.26 – .59 acres
.60 – .99 acres
1 acre
11 – 20 acres
2 acres
21 – 40 acres
3 acres
4 acres
5 acres
6 – 10 acres
< .26 acres
> 40 acres
Year home built
1900-1909
1910-1919
1920-1929
1930-1939
1940-1949
1950-1959
1960-1969
1970-1979
1980-1989
1990-1999
2000-2010
2011+
Home Ownership
First time homebuyer
Homeowners
Renters
Household Composition
Children in home
Empty nesters
Family-based Households
Grandparents
Housemate-based Households
New parents
New teen drivers
No children in home
Veterans in home
Working women
Young & hip
Young adults in home
Square footage
1,000 – 1,249 sq. ft.
1,250 – 1,499 sq. ft.
1,500 – 1,749 sq. ft.
1,750 – 1,999 sq. ft.
2,000 – 2,499 sq. ft.
2,500 – 2,999 sq. ft.
3,000 – 3,499 sq. ft.
3,500 – 3,999 sq. ft.
4,000 – 4,999 sq. ft.
5,000 – 5,999 sq. ft.
6,000 – 6,999 sq. ft.
7,000 and over sq. ft.
750 – 999 sq. ft.
Less than 750 sq. ft.

60. Targeting
• Targeting: Demographic targeting > financial
Income (Sourced from Acxiom – “Income is either consumer self-reported through
a survey or estimated based on a variety of demographic data such as age,
occupation, home ownership, and a median income for the local area.”)
$30,000 – $40,000
$40,000 – $50,000
$50,000 – $75,000
$75,000 – $100,000
$100,000 – $125,000
$125,000 – $150,000
$150,000 – $250,000
$250,000 – $350,000
$350,000 – $500,000
Over $500,000
Net Worth $100K-$249K
$500K-$1MM
$250K-$499K
$1-$24,999
$25,000-$49,999
$50,000-$99,999
$1MM-$2MM
$2MM-$3MM
$3MM+
$1 – $100,000
$100,000 – $200,000
$200,000 – $500,000
$500,000 – $750,000
$750,000 – $1,000,000
$1,000,000 – $2,000,000
Over $2,000,000
(Sourced from Acxiom – Modeled based on age, income, presence of children,
occupation, property data, vehicle data, investment interest and census median
data.)

61. Targeting
• Targeting: Demographic targeting > ethnic affinity
African American (US)
Asian American (US)
Hispanic (US – All)
Hispanic (US – Bilingual)
Hispanic (US – English dominant)
Hispanic (US – Spanish dominant)

62. Targeting
• Targeting: Demographic targeting > generation
Baby boomers (US)
Generation X
Millennials

63. Targeting
• Targeting: Demographic targeting > parents
All Parents
(0-12 months) New Parents
(01-02 Years) Parents with Toddlers
(03-05 Years) Parents with Preschoolers
(06-08 Years) Parents with Early School Age Children
(08-12 Years) Parents with Preteens
(13-18 Years) Parents with Teenagers
(18-26 Years) Parents with Adult Children
Expectant parents
Parents (All)
Moms
Big-city moms
Corporate moms
Fit moms
Green moms
Moms of grade school kids
Moms of high school kids
Moms of preschool kids
New Moms
Soccer moms
Stay-at-home moms
Trendy moms

64. Targeting
• Targeting: Demographic targeting > politics
Self reported (sourced from Epsilon)
Democrat
Democrat and Independent
Democrat and Republican
Democrat, Republican and Independent
Donate to conservative political causes
Donate to liberal political causes
Independent
Republican
Republican and Independent
US Politics (Active)
US Politics (Conservative)
US Politics (Liberal)
US Politics (Moderate)
US Politics (Very Conservative)
US Politics (Very Liberal)

65. Targeting
• Targeting: Demographic targeting > Life events
Anniversary within 30 Days
Away from family
Away from hometown
Friends of:
Friends of Anniversary within 30 Days
Friends of Newly Engaged
Friends of Newlywed
Friends of Recently Moved
Friends of Upcoming Birthday
Long distance relationship
New job
Newly engaged (1 year)
Newly engaged (3 months)
Newly engaged (6 months)
Newlywed (1 year)
Newlywed (3 months)
Newlywed (6 months)
Recently moved
Upcoming Birthday

66. Targeting
• Targeting: Interests
Interests are one of the targeting areas where things get really interesting, because you
can type in just about any topic, brand, place, or other concept and target those users if
the audience is large enough.

67. Targeting
• Targeting: Interests > business
Advertising
Agriculture
Architecture
Aviation
Banking
Investment banking
Online banking
Retail banking
Business
Construction
Design
Fashion design
Graphic design
Interior design
Economics
Engineering
Entrepreneurship
Health care
Higher education
Management
Marketing
Nursing
Online
Digital marketing
Display advertising
Email marketing
Online advertising
Search engine optimization
Social media
Social media marketing
Web design
Web development
Web hosting
Personal finance
Credit cards
Insurance
Investment
Mortgage loans
Real estate
Retail
Sales
Science
Small business
Entertainment
Show Entertainment Targeting Options
(Games, Events, Music, Movies, Reading,
TV)

68. Targeting
• Targeting: Interests > fitness & wellness
Bodybuilding
Dieting
Gyms
Meditation
Nutrition
Physical exercise
Physical fitness
Running
Weight training
Yoga
Zumba

69. Targeting
• Targeting: Interests > food & drink
Alcoholic beverages
Beer
Distilled beverage
Wine
Beverages
Coffee
Energy drinks
Juice
Soft drinks
Tea
Cooking
Baking
Recipes
Cuisine
14 Options – Choose Between: Chinese cuisine, French cuisine, German
cuisine, Greek cuisine, Indian cuisine, Italian cuisine, Japanese
cuisine, Korean cuisine, Latin American cuisine, Mexican cuisine, Middle
Eastern cuisine, Spanish cuisine, Thai cuisine, Vietnamese cuisine
Food
Barbecue
Chocolate
Desserts
Fast food
Organic food
Pizza
Seafood
Veganism
Vegetarianism
Restaurants
Coffeehouses
Diners
Fast casual restaurants
Fast food restaurants

70. Targeting
• Targeting: Interests > hobbies & activities
Arts and music
Acting
Crafts
Dance
Drawing
Drums
Fine art
Guitar
Painting
Performing arts
Photography
Sculpture
Singing
Writing
Current events
Home and garden
Do it yourself (DIY)
Furniture
Gardening
Home Appliances
Home improvement
Pets
Birds
Cats
Dogs
Fish
Horses
Pet food
Rabbits
Reptiles
Politics and social issues
Charity and causes
Community issues
Environmentalism
Law
Military
Politics
Religion
Sustainability
Veterans
Volunteering
Travel
Adventure travel
Air travel
Beaches
Car rentals
Cruises
Ecotourism
Hotels
Lakes
Mountains
Nature
Theme parks
Tourism
Vacations
SUVs
Scooters
Trucks
Vehicles
Automobiles
Boats
Electric vehicle
Hybrids
Minivans
Motorcycles
RVs

71. Targeting
• Targeting: Interests > shopping & fashion
Beauty
Beauty salons
Cosmetics
Fragrances
Hair products
Spas
Tattoos
Clothing
Children’s clothing
Men’s clothing
Shoes
Women’s clothing
Fashion accessories
Dresses
Handbags
Jewelry
Sunglasses
Shopping
Boutiques
Coupons
Discount stores
Luxury goods
Online shopping
Shopping malls
Toys

72. Targeting
• Targeting: Interests > sports & outdoors
Outdoor Recreation
Boating
Camping
Fishing
Hiking
Horseback riding
Hunting
Mountain biking
Surfing
Sports
American football
Association football (Soccer)
Auto racing
Baseball
Basketball
College football
Golf
Marathons
Skiing
Snowboarding
Swimming
Tennis
Triathlons
Volleyball

73. Targeting
• Targeting: Interests > technology
Computers
Computer monitors
Computer processors
Computer servers
Desktop computers
Free software
Hard drives
Network storage
Software
Tablet computers
Consumer electronics
Audio equipment
Camcorders
Cameras
E-book readers
GPS devices
Game consoles
Mobile phones
Portable media players
Projectors
Smartphones
Televisions

74. Targeting
• Targeting: behaviours
Behaviors cover a wide variety of target options, most or all of which are pulled from
Facebook’s third-party data partners like Acxiom, Epsilon, and Datalogix.

75. Targeting
• Targeting: behaviours > automotive
Motorcycles
New Buyers
New Shoppers
Owners
Purchase Type

76. Targeting
• Targeting: behaviours > B2B
Company size
1,000-4,999 Employees
10-49 Employees
100-499 Employees
5,000+ Employees
50-99 Employees
500-999 Employees
Less Than 10 Employees
Industry
33 Options – Choose Between: Agriculture, Business Services, Construction, Consumer Services, Cultural &
Recreation, Education, Finance, Government, Healthcare, Hospitality & Travel, Insurance, Legal, Logistics &
Transportation, Manufacturing, Media & Internet, Real
Estate, Restaurant, Retail, Telecommunications, Wholesale Trade
Seniority
Executive/C-Suite
Mid-Management

77. Targeting
• Targeting: behaviours > charitable donations
All charitable donations
Animal welfare
Arts and cultural
Cancer Causes
Children’s Causes
Environmental and wildlife
Health
Political
Religious
Veterans
World relief

78. Targeting
• Targeting: behaviours > digital activities
Canvas Gaming
Average Engagement
Plays 0 out of 7 days
Plays 1 out of 7 days
Plays 2 out of 7 days
Plays 3 out of 7 days
Plays 4 out of 7 days
Plays 5 out of 7 days
Plays 6 out of 7 days
Plays 7 out of 7 days
Played game in last 14 days
Played game in last 7 days
Played game yesterday
Console gamers
Event creators
FB Payments (All)
FB Payments (Higher than average spend)
FB Payments (Recent)
Facebook Page Admins
Internet Browser Used
Primary Browser: Chrome
Primary Browser: Firefox
Primary Browser: Internet Explorer
Primary Browser: Opera
Primary Browser: Safari
Operating System Used
Primary OS Mac OS X
Primary OS Windows 7
Primary OS Windows 8
Primary OS Windows Vista
Primary OS Windows XP
Windows 10 is probably going to be an option soon…
Photo uploaders
Technology early adopters
Technology late adopters
Unity Plugin
Primary email domain
AOL Email Addressees
Apple Email Addresses
Gmail Users
Hotmail Email Addresses
MSN.com Email Addresses
Yahoo Email Addresses
Small business owners

79. Targeting
• Targeting: behaviours > expats
Expats (All)
33 Options – Choose Between Expats of: Argentina, Australia, Bangladesh, Brazil, China, Colombia, Egypt,
France, Germany, India, Indonesia, Ireland, Israel, Italy, Malaysia, Mexico, Morocco, Pakistan, Peru, Philippines,
Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, South Africa, South Korea, Spain, Turkey, UK, US,
Vietnam

80. Targeting
• Targeting: behaviours > financial
Banking
Credit union member
National bank customers
Regional bank customers
Investments
Full-Service Investors
Highly likely investors
Independent Investors
Likely investors
Personal investments
Real estate investments
Semi-Independent Investors
Spending methods
1 Line of Credit
2 Lines of Credit
3 Lines of Credit
4 Lines of Credit
5 Line of Credit
6 Lines of Credit
7 Lines of Credit
8 Lines of Credit
9 Lines of Credit
Active credit card user
Any card type
Bank cards
Credit card high spenders
Debit card
Gas, department and retail store cards
High-end department store cards
Premium credit cards
Primarily cash
Primarily credit cards
Travel and entertainment cards

81. Targeting
• Targeting: behaviours > job role
Administration and managerial
Blue collar and craftsmen
Corporate executives
Educators
Farmers
Financial professionals
Homemakers
Legal professionals
Medical professionals
Professional and technical
Religious
Retired
Sales and service
Self-employed
Student
White collar and clerical

82. Targeting
• Targeting: behaviours > mobile device user
All Mobile Devices by Brand
Alcatel
Apple
17 models available
Asus
3 models available
BlackBerry
5 models available
Cherry Mobile
Google
3 models available
HTC
1 models available
Huawei
Karbonn
LG
5 models available
Lava
Micromax
Motorola
All Mobile Devices by Operating System
All Android devices
All iOS devices
Windows Phones
All mobile devices
Feature phones
Network Connection
2G (US)
3G (US)
4G (US)
WiFi Connection
New smartphone and tablet owners
Smartphone Owners
Smartphones and tablets
Tablet Owners
Nokia
18 models available
Other Android devices
Samsung
30 models available
Sony
15 models available
Tecno
XOLO
Xiaomi
ZTE

83. Targeting
• Targeting: behaviours > purchase behaviour
Business purchases Clothing Food and drink Food and drink Home and garden Purchase habits
Business marketing Men’s Alcoholicbeverages Dairy and eggs Entertaining Above average spending
Maintenance, repair and operations Accessories Beer Cheese Home improvement Offlinebuyers
Buyer profiles Big and tall apparel Craft beer Dairy free Home renovation Online buyers
Coupon users Business apparel Domestic beer Eggs Organization Purchase types
DIYers Jeans Import beer Milk Tools Appliances & accessories
Fashionistas Men’s fashion & apparel buyers Light beer Yogurt Household products Arts and crafts
Foodies Seasonal Premium beer Fresh & Healthy Cleaning supplies Baby products
Gadget enthusiast Fall seasonal shoppers Spirits Fresh & healthy Food storage Beauty accessories
Gamers Spring seasonal shoppers Wine Frozen food Green cleaners and supplies Books
Green living Summer seasonal shoppers Bakery Frozen appetizers & snacks Laundry supplies Childrens apparel
Healthy and fit Winter seasonal shoppers Bakery products Frozen bread & dough Kids products Collectibles
Outdoor enthusiasts Women’s Beverages Frozen breakfast Baby care Consumer electronics buyers
Shoppers Accessories Bottled water Frozen desserts Baby toys Cosmetics
Skiing, golfing and boating Business apparel Carbonated drinks Frozen entrees Children’s products Electronics
Spa enthusiasts Fine jewelry Coffee Frozen ethnic foods Pet products Gift products
Sportsmen High-ticketapparel and accessories Coffee (K-Cup) Frozen fruit Cat food and products Gifts and flowers
Trendy homemakers Jewelry Diet drinks Frozen meats and seafood Cat owners Gifts and party supplies
Health and beauty Low-ticketapparel and accessories Energy drinks Frozen pasta Cat products High-end home decor
Allergy relief Luxury brand apparel Hot tea Frozen pizza Dog food and products Home furnishing and accessories
Antiperspirants & deodorants Luxury retailers Iced tea and lemonade Frozen vegetables Dog owners Home office
Beauty products and accessories Mid-ticketapparel and accessories Juice Ice cream and novelties Dog products Low-end home decor
Cosmetics Plus sizes Non-dairy milk Grocery shopper type Other pet products Men’s apparel
Cough and cold relief Women’s shoes Sports drinks Premium brand groceries Pet care products Music and videos
Fragrance Womens fashion & apparel buyers Cereal Top spenders Pet products Restaurant
Hair care Young women’s apparel All cereal Health food Sports and outdoors Fine dining
Health & wellness buyers Children’s cereals Diet foods Cycling Mid-rangerestaurants/non quick serve
Men’s grooming Fiber cereals Fresh produce Fishing Quick serve restaurants
Oral care Hot cereals Low-fat foods Fitness Senior products
Over-the-counter medication Children’s food Natural and organics Golf and tennis Shoes
Pain relief Baby food and products Home Cooking & Grilling Hiking and camping Small and home office products
Skin care Children’s food Home cooking & grilling Hunting Software
Sun care Children’s food and products Meat and seafood Running Specialtyfoods and gifts
Vitamins Condiments and dressings Meat Winter sports Sports and outdoors
Vitamins and supplements Condiments Seafood Store types Tools and electronics
Salad dressings Soup Department stores Toys
Cooking supplies Soup Discount department store Travel supplies
Baking Sweets and snacks High-end retail Upscale travel and services
Spices Breakfast bars Low-end department store Women’s apparel
Chocolate candy Luxury Store
Cookies Subscription services
Crackers Auto insurance online
Granola bars Higher education
Non-chocolatecandy Mortgage online
Peanut butter and jelly Prepaid debit cards
Salty snacks SatelliteTV
Vegetarian Technology
Vegetarian Kindle eReader
Use an eReader

84. Targeting
• Targeting: behaviours > residential profile
Length of residence
1-2 years
3-5 years
6+ years
< 1 year
Likely to move
New mover
Recent homebuyer
Recent mortgage borrower

85. Targeting
• Targeting: behaviours > seasonal & events
Baseball 2015
Basketball
The Big Tournament
Cricket 2015
Graduation
Graduates (2015)
Parents of Graduates (2015)
Hockey Playoffs
Professional Football

86. Targeting
• Targeting: behaviours > travel
All frequent travelers
Business travelers
Business travelers (International)
Business travelers (US)
Casino vacations
Commuters
Cruises
Currently traveling
Family vacations
Frequent International Travelers
Frequent flyers
Leisure travelers
Personal travelers (International)
Personal travelers (US)
Planning to travel
Intender – (Any Destination)
17 Options – Choose Between:
Australia, Beach, Brazil, Dubai, England, France, Germany,
Italy, Las Vegas, Los Angeles, Mexico, Netherlands, New
York, Orlando, San Francisco, Spain, and Thailand.
Returned from trip 1 week ago
Returned from trip 2 weeks ago
Timeshares
Used travel app (1 month)
Used travel app (2 weeks)

87. Targeting
• Targeting: more categories
Changes frequently!

88. Targeting
• Targeting: connections
Connections allows you to target users based upon their connection to your Page, app
or event. This will narrow your audience to include only people with that specific
connection who also meet the other targeting categories you’ve selected.

89. Targeting
• Targeting: connections
Facebook Pages
People who like your Page
Friends of people who like your Page
Exclude people who like your Page
Facebook Apps
People who used your app
Friends of people who used your app
Exclude people who used your app
Facebook Events
People who are going to your event
Friends of people who are going to your event
Exclude people who are going to your event

90. Bidding
Your bidding options will depend upon the objective you choose. For example, here are the “Optimize
For” options within the ad set in Power Editor when the Clicks to Website objective is selected…

91. Bidding

92. Module 3
Remarketing, Audiences, Measuring Conversions & The Facebook Pixel
What is remarketing and why all businesses should be using it.
Website custom audiences.
Mailing list custom audiences.
Lookalike audiences.
How to install the Facebook pixel.
How to track conversions and reporting functionality
Combining Facebook remarketing with your other ad channels.

93. What is remarketing and why all businesses should be
using it?
Remarketing (a.k.a. retargeting) is very popular way of advertising among digital professionals. It's an online
marketing technique that enables advertisers to reach out to visitors who already visited a website
Tuesday
User visits
website
Weds
User sees ad on
Google display
network
Weds
User sees ad on
YouTube
Weds
User sees ad on
Facebook

94. Facebook Custom Audiences (remarketing on FB)
Custom Audiences from your website is a targeting option that lets you reach people on Facebook who've
visited your website.
You can start creating these audiences by placing the Facebook pixel across your website. You can create a
Custom Audience from your website for any group of customers or prospective customers that you'd like to
reach with targeted Facebook ads.
For example, you can run a campaign to reach people who visited a product page but didn't complete a
purchase to encourage them to go back to the website to do so.

95. Facebook Custom Audiences (remarketing on FB)
Step 1: Go to tools > audiences

96. Facebook Custom Audiences (remarketing on FB)
Step 2: Go to select > create audience

97. Facebook Custom Audiences (remarketing on FB)
Step 3: Go to select > custom audience

98. Facebook Custom Audiences (remarketing on FB)
Step 4: Go to select > website traffic

99. Facebook Custom Audiences (remarketing on FB)
Step 5: make your choice

100. Facebook Custom Audiences (remarketing on FB)
Choice 1: anyone who visits your website

101. Facebook Custom Audiences (remarketing on FB)
Choice 2: people who visit specific web pages

102. Facebook Custom Audiences (remarketing on FB)
Choice 3: people who visit specific web pages but not others

103. Facebook Custom Audiences (remarketing on FB)
Choice 4: people who haven’t visited in a certain amount of time

104. Mailing list custom audiences
It's easier to sell to current customers than to look for new ones, so strengthen your existing connections by
using Custom Audiences. We'll compare your data with ours to help you find the people you know on Facebook.
If you have a customer list or data from your site, such as purchaser email addresses, you're ready to get started.
Once you've created your Custom Audience, your information will be encrypted to protect customer
relationships and you'll be ready to reach more people on Facebook.

105. Mailing list custom audiences
Step 1: Tools > Audiences > Create Audience > Select Custom Audience > Select Customer List

106. Mailing list custom audiences
Step 2: Select how you upload your customer info

107. Custom Audiences

108. Lookalike audiences.
Lookalike Audiences are a way to reach new
people who are likely to be interested in your
business because they're similar to customers
you care about.
You can base your Lookalike Audience on a
variety of sources (ex: people who like your
Page, or visited your website).

109. Lookalike audiences.

110. Lookalike audiences.

111. How to install the Facebook pixel
Step 1: Tools > Pixels

112. How to install the Facebook pixel
Step 2: if you haven’t already, create pixel. Here you can see I have a pixel so I can view or edit.

113. How to install the Facebook pixel
View Pixel

114. How to install the Facebook pixel
Email pixel to your web designer

115. How to track conversions and reporting functionality
Step 1: Tools > Custom conversions

116. How to track conversions and reporting functionality
Step 2: Create Custom Conversion

117. How to track conversions and reporting functionality
Step 3: input the url which signifies a conversion

118. How to track conversions and reporting functionality
Step 3: select a category and give your conversion a name

119. How to track conversions and reporting functionality
Reporting: Ads manager home screen

120. How to track conversions and reporting functionality
Reporting: customize your reports

121. How to track conversions and reporting functionality
Reporting: customize your reports

122. How to track conversions and reporting functionality
Reporting: save your customized report

123. Combining Facebook remarketing with your other ad
channels
WEBSITE
(LANDING PAGE)
NO CONVERSIONCONVERSION
PAID ADS
RE-MARKETINGCONTENT & EMAIL
MARKETING

124. Module 4
Ad Creative & Landing Pages
Anatomy of Facebook ads.
Best practices of ads.
Facebook Ad guidelines.
What is a landing page.
Anatomy of a landing page.

125. Anatomy of a Facebook Ad
• The ad itself – the creative
- Page name
- Headline
- Text
- Call to action
- News feed link description

126. Placement options
• Ad placement
- Desktop
- Mobile
- Right column

127. Best practices of ads
Your conversions will be higher if both the ad and landing page it links to give an accurate representation of what
the user can expect from your product or service. Software companies often give screenshots.

128. Best practices of ads
Happy People

129. Best practices of ads
Colour

130. Best practices of ads
Value Proposition & call to action

131. Best practices of ads
Children and pets

132. Facebook Ads Guidelines:
https://www.facebook.com/policies/ads/
- 20% text in image rule
- Types of images (e.g no before and after)
- Positive not negative copy and imagery
- Shocking or sensational ads
- Overly sexual ads
- Overly obvious targeting

133. Landing Page Design
• What is a landing page?
• Why use landing pages?
• The anatomy of a landing page

134. Landing Page Design
• What is a landing page?
“In online marketing, a landing page is a single web page that appears in
response to clicking on a search engine optimized search result or an
online advertisement. The landing page will usually display directed sales
copy that is a logical extension of the advertisement, search result or
link.
Landing pages are often linked to from social media, email campaigns or
search engine marketing campaigns in order to enhance the
effectiveness of the advertisements. The general goal of a landing page is
to convert site visitors into sales or leads”.

135. Landing Page Design
• Why use landing pages?
- They convert better than a normal web page
- They are designed for 1 single goal – hence no distractions
- Normal web pages aren’t all bad, they just won’t convert as well

136. Landing Page Design
• Anatomy of a landing page
- Many different types of landing page
- This is a lead generation, click through
landing page.

137. Landing Page Design
• Anatomy of a landing page
- Message Match
Conversion scent, or information scent, is
another way of describing the connection
between your source ad and your landing
page. The scent begins when the ad is
seen, and is maintained or ended when
the visitor sees your landing page
(depending on how strong your message
match is).

138. Landing Page Design
• Anatomy of a landing page
- 5 elements of an effective landing page
1. Your USP
2. The hero image / video
3. Benefits statement
4. Social proof
5. Call to action

139. Landing Page Design
• Anatomy of a landing page
- Your USP
Your USP is a your value statement. The
USP can be broken down into 4 page
elements, which collectively tell the story
of your offering throughout the landing
page:
1. The main headline
2. The supporting sub-headline
3. The reinforcement statement
4. The closing argument
Try the 5 second test

140. Landing Page Design
• Anatomy of a landing page
- The hero image
The hero shot is the best photograph or
graphical image of your product or service,
designed to make it stand out as something
worth attaining.
Context of use. This is the idea of showing
your product or service in real-life action.
- Online service: video demo/screencast
- Physical product: video of the product
being used for it’s intended purpose
- Ebook: a preview of a portion of the
content as proof of its value

141. Landing Page Design
• Anatomy of a landing page
- Benefits statement
- Bullet points should be used for easy
scanning.
- Bad example: Our new phone battery is
twice as powerful as the competition’s
- Good example: Our new battery means
you’ll only need to charge your phone every
couple of days

142. Landing Page Design
• Anatomy of a landing page
- Social Proof
Social proof is the use of social signals to illustrate
that other people have bought, consumed, read or
participated in, what you are offering. The concept
being that you are more likely to convert if you see
that others before you have, and were glad they
did.
- Personal testimonial with image or videos
- Stats, reviews, star ratings etc
- People love having decisions made for them.
That’s why reviews are so popular for
restaurants, online stores etc

143. Landing Page Design
• Anatomy of a landing page
- Call to action
Your conversion goal is a term that describes what the
purpose of the page is to you.
To a visitor, this is presented in the form of a Call-To-Action
(CTA), which can either be a standalone button on a click-
through page, or as part of a lead gen form.
Your CTA is critical to conversions as it’s the target of your
pages’ conversion goal – in other words, it’s what you want
people to interact with on your landing page. How you design
it, where you place it and what it says are all important
considerations.

144. Module 5: Ads Manager & Power Editor
• The difference between Ads Manager & Power Editor
• A tour of Ads Manager
• A tour of Power Editor

145. The difference between Ads Manager & Power Editor
What is Power editor?
“Power Editor is a tool designed for larger advertisers who need to create lots of ads at once and have precise
control of their campaigns. To access Power Editor, you'll need to go to
www.facebook.com/ads/manage/powereditor in the Chrome browser on a desktop computer. If you don't need
to create hundreds of ads at scale, we recommend that you use Ads Manager”

146. The difference between Ads Manager & Power Editor
• Power Editor is for advanced advertisers. It has….
1. More new features
2. More text in ads
3. More objectives
4. Device targeting
5. Optimised bidding
6. Bulk importing

147. A tour of Ads Manager

148. A tour of Ads Manager

149. A tour of Ads Manager

150. A tour of Ads Manager

151. A tour of Ads Manager

152. A tour of Ads Manager

153. A tour of Ads Manager

154. Create an Ad – step by step

155. Create an Ad – step by step

156. Create an Ad – step by step

157. Create an Ad – step by step

158. Create an Ad – step by step

159. Create an Ad – step by step

160. Create an Ad – step by step

161. Create an Ad – step by step

162. Create an Ad – step by step

163. Create an Ad – step by step

164. Create an Ad – step by step

165. Create an Ad – step by step

166. A tour of Power Editor
• Come and see me after.

167. Module 6: Course summary & next steps
The key areas to focus on
Setting up your ads, my 6 step process

168. The key areas to focus on
The key areas to focus on:
• What is my objective for this campaign?
• What is my call to action?
• Who is my target audience?
• Can I tailor my ad creative to the audience?
• Am I testing? Test the audience & the ad.
• Am I measuring? Do you have your pixel set up and are you measuring conversions?

169. Setting up your ads, my 6 step process
STEP 1
Select your
objective
STEP 5
Set up your
remarketing
STEP 4
Design your
landing
page
STEP 3
Design your
ad creative
STEP 2
Target your
market
STEP 6
Test &
measure

170. A good place to start…
• Upload your mailing list and create a campaign for your existing customers.
• Set up a website custom audience and create an ad for web visitors.
• Start testing using small budgets.
• Get used to the FB ads platform.

171. Examples
Shirli
• Mailing list CA
• WCA based on product
pages visited
• Carousel ads with images
of your products
Sara
• Think about profile of
course delegates & use
demographic, interest,
location & behavior
targeting.
• Mailing list CA & WCA
• Content marketing: boost
posts with images of recent
work. Profiles of your team.
Lorraine
• Target based on “equine”
interests.
• Use Mailing list CA if you
have a list.
Pam
• Page like with location
targeting
• Objective: offer claims
• Carousel ads: images of
dishes
• Content marketing: boost
posts with videos of chefs
making dishes
Sarah
• Mailing list CA
• WCA
• Demographics: people
who work in advertising &
marketing in Aus
• Target specific agencies or
companies
Chris
• WCA with offer for
unconverted customers
• Boost posts for content
marketing
• Target competition using
interests
Cleone
• Target event creators
• Target demographics>work
for people who work in
events etc.
• Target employees in specific
companies. Draw up a list.
• Build up a list and then use
Mailing list CA.

173. Q&A