@Growthhackasia (Growth Hacking Asia)
Facebook Advertising
Deep-Dive

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WHY FB ADS?

● 1.32+ billion on Facebook
● Users check News Feed at an avg. of 14 times per day
● Allows businesses to connect with their most valuable audiences (both from FB and their websites)
across multiple devices
● Ability to reach customers in a highly targeted and cost efficient way
Why Facebook Advertising?

AD STRUCTURE

Basic Structure
Campaigns
Ad sets
Ads

Basic Structure
Campaigns
Ad sets
Ads
Choose your campaign type:

Basic Structure
Campaigns
Ad sets
Ads
Choose target audience:

Basic Structure
Campaigns
Ad sets
Ads
Choose schedule and budget:

Basic Structure
Campaigns
Ad sets
Ads
Choose placement (Post Boost):

Basic Structure
Campaigns
Ad sets
Ads
Choose media type and creative (followed by choice of
placement and copy):

Basic Structure
Ad Set Level:
Experiment with targeting, bidding and
scheduling.
Ad Level:
Experiment with media type, creative and
copy.

AD MANAGEMENT
TOOLS

Ad Management Tools
Ads Manager Business Manager Power Editor

Ad Management Tools - Ads Manager
Different Levels of the Ads Manager

Ads Manager
Ads Manager is where you can view, edit and access performance reports for all your campaigns, ad sets and ads.
Ad Management Tools - Ads Manager
The Ads Manager allows you to:
● View all of your campaigns, ad sets and ads
● Stop or restart your campaigns, ad sets and ads
● Make changes to your bids and budgets
● Access your billing summary to see your payment history
and payment method information
● Access and export your ad performance reports

Ad Management Tools - Ads Manager
Performance:
● See how your campaigns, ad sets and ads are performing against specific
advertising goals
● View your key metrics on a time series chart to help analyze performance
Placement:
● You can focus on the actions most important to your advertising goals, such
as Page Likes or mobile app installs—not just a summary of all actions
● Understand how much you are paying for each action (ex: cost per Page Like,
cost per mobile app install), so you can optimize your ad creative and
audiences to maximize performance
Audience:
● See your offsite conversions, cost per conversion and conversion value, to get
a sense of your ROI
● More easily compare campaign reach to potential reach

Ad Management Tools - Ads Manager
Turn a Campaign, Ad Set or Ad on or off

Ad Management Tools - Ads Manager
Edit the budget, schedule, targeting and bidding

Ad Management Tools - Ads Manager
Edit multiple Campaigns, Ad Sets or ads at one
● Campaigns: you can edit the name, turn the
campaigns on or off and delete the campaigns
● Ad Sets: you can edit the name, turn the ad sets
on or off, edit your budget and delete the ad sets
● Ads: you can edit the name, turn the ads on or off,
edit bidding if applicable and delete the ads

Ad Management Tools - Ads Manager
Create Similar Ads

Ads Manager
Business Manager is a tool to help businesses and agencies manage their Facebook Pages, ad accounts and apps in one
place. They can centrally manage different permission levels for team members working on ad accounts or Pages.
Ad Management Tools - Business Manager

Power Editor
Power Editor is a bulk ads manager for businesses who want to easily manage a large number of ads, ads sets and/or
campaigns. It has additional features that are not available in the ads Create Tool.
Ad Management Tools - Power Editor

AD TYPES AND
OBJECTIVES

Ads Create Tool - Ad Objectives
You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus
your marketing on:
WEBSITE
1. Send people to your website
2. Increase conversions on your website
WITHIN FB
3. Promote your page
4. Boost your post
5. Raise attendance at your event
6. Get people to claim your offer
7. Get video views
APP STORES
8. Get installs of your app
9. Increase engagement in your app

Ads Create Tool - Ad Objectives
You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus
your marketing on:
WEBSITE
1. Send people to your website
2. Increase conversions on your website

Ads Create Tool - Ad Objectives
Clicks to Website
The main focus is to drive traffic to your website. These ads also have an optional “call to action” button.
Best use case: These ads drive traffic to websites. The
format has a longer copy, and the image will click right
through to your website.
Recommended Creative:
● Title: 500 characters
● Linked title: 1 to 2 lines
● Description: 2-3 lines
● Image specs in ad: 470 x 246 pixels

Ads Create Tool - Ad Objectives
Website Conversions
Once you included your conversion pixel on your website, you can tell Facebook what you want to optimize your ads for (e.g.
checkouts, leads, registrations, etc.)
Best use case: Send people to sign-up or purchase pages.
Recommended Creative:
● Text: 90 characters
● Link title: 25 characters
● Image ratio: 1.91:1
● Image specs: 1,200 x 627 pixels

Ads Create Tool - Ad Objectives
What to measure?
● checkouts
● registrations
● leads
● key web page views
● adds to cart
● and other actions we call
website conversions
How to measure?
Copy and paste the conversion pixel
in between <head> and </head> in
the page where you want to track
conversions.

Ads Create Tool - Ad Objectives
You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus
your marketing on:
WITHIN FB
1. Promote your page
2. Boost your post
3. Raise attendance at your event
4. Get people to claim your offer
5. Get video views

Ads Create Tool - Ad Objectives
Page Likes
Page Likes help you establish a credibility on the social site, and as soon as someone follows you, your company posts can show
up in their News Feed.
Best use case: These are the best types of ads
to increase Page Likes.
Recommended Creative:
● 90 characters
● Image ratio: 2.7:1
● Image specs: 1,200 x 444 pixels

Ads Create Tool - Ad Objectives
Page Post Engagement
This type of ad can boost a status, photo, video, website link or offer that you’ve already posted to a much larger audience to
increase engagement (likes, shares and comments).
Best use case: These are the best types of ads
to drive engagement on your posts.
Recommended Creative:
● 90 text characters
● Image ratio: 1:1
● Image size: 1,200 x 1,200 pixels

Ads Create Tool - Ad Objectives
Event Responses
Write an enticing event invitation, and then promote it out to audience segments you think may find it interesting.
Best use case: Increase number of event attendees.
Recommended Creative:
● Title: 25 characters, maximum
● Recommended text: 90 characters
● Event details are pulled from the event
● Image aspect ratio: 1.39:1
● Image specs in ad: 100 x 72 pixels

Ads Create Tool - Ad Objectives
Offer Claims
If you’ve created an offer on Facebook, you can continue to promote that out to other Facebook users.
Best use case: Finding new customer and driving them to
your site.
Recommended Creative:
● Text: 90 characters
● Offer title: 25 characters
● Terms and conditions: Up to 900 characters
● Image aspect ratio: 1.91:1
● Image specs in ad: Up to 470 x 246 pixels

Ads Create Tool - Ad Objectives
You advertise on Facebook to accomplish specific goals or objectives. Facebook allows you to focus
your marketing on:
APP STORES
1. Get installs of your app
2. Increase engagement in your app

Ads Create Tool - Ad Objectives
App Installs / App Engagement
If you have a desktop or mobile application associated with your product you can then attach it to your company Page. Then you
can create ads that encourage users to download your app.
Best use case: Focus purely on app installs and engagement.
Recommended Creative:
● 90 characters
● Title: 1 line
● App name: 1 line
● CTAs include: Install Now, Shop Now, etc.
● No more than 20% text

Mini Quiz
Which campaign objective should you use to track what people do on your website after seeing
your Facebook ad?
1. Page Post Engagement
2. Clicks to Website
3. Website Conversions
4. App Engagement
5. Event Responses

AD PLACEMENT AND
CREATIVE BEST
PRACTICES

Ad Placement

Ad Units and Creative Best Practices

Ad Units and Creative Best Practices
Happy People, Pets and Children
Best performing images include images of happy women, pets and children.

Make your ad noticeable
Use creative to capture people’s attention and get them to stop scrolling through their News Feed.
Ad Units and Creative Best Practices

Insert brand personality
Add your brand personality into your creative. For example, insert your logo or stick to colors from your brand.
Ad Units and Creative Best Practices

Mirror your creative to where audience is in the sales funnel
If your audience is in the consideration phase, use creative to drive interest in your products or services. If your audience
has demonstrated intent on your website, use creative with a strong call to action to drive the outcome you care about.
Ad Units and Creative Best Practices

Clear and solid value proposition & Call to action
● Clear Call-to-Action
● Currency amounts
● The word ‘Free’
● Your brand name (if it’s recognizable to your audience)
● A Value Proposition like ‘Win a Free Getaway!’ or ‘Learn
A/B Test Secrets’
● Include an action word (‘Rank Higher on Google’)
● Ask a question (‘Want to get more leads?’)
● Use negative words (‘Stop selling crappy SEO’)
Ad Units and Creative Best Practices

Keep it short and simple
Want [Blank]? Get our [Blank] to learn how.
Ad Units and Creative Best Practices

TARGETING

Targeting
Reach & Precision

Targeting Options
Methods of targeting users on Facebook:
● Core Audience
● Custom Audience
● Lookalike Audience

Targeting Options - Core Audiences
Core Audiences
Core Audiences are pulled from data related to demographics: geographic demographics, lifestyle/lifestage demographics,
purchase-based demographics, etc.
Target by:
● Location
● Demographics
● Interests
● Behaviours
● Connections

Targeting Options - Core Audiences
Location

Targeting Options - Core Audiences
Demographics
Gender
Age Range
Other Demographics

Targeting Options - Core Audiences
Interests

Targeting Options - Core Audiences
Behaviour

Targeting Options - Core Audiences
Connections

Targeting Options - Custom Audiences
Custom Audiences
With Custom Audiences, you can reach people based on an imported contact list or remarket to people based on the actions
they've taken on your website or mobile app.
Objectives:
● Awareness: Build your brand
● Consideration: Drive intent with high-value
prospects
● Conversion: Acquire new customers by finding
people who are most like your best customers
● Loyalty: Cross-sell and upsell to recent
purchasers

Targeting Options - Custom Audiences
Types of Data
CRM Data:
Email, phone numbers, iOS IDFAs, Facebook user IDs, app
user IDs
● Can be used for all objectives – acquisition, retention,
re-engagement
● Can mirror current efforts in email and direct mail
● Can be used to measure the incremental value you
receive from Facebook
Intent Data:
People from your website, people from your mobile app
● Can be used for acquisition, cross-selling and upselling
● Can be used to automatically reach people based on
specific actions taken on your website or mobile app
● Can be used to remarket to people based on intent

Usage Examples
Turn Trial Users into Customers Generate Survey Responses

Targeting Options - Lookalike Audiences
Lookalike Audiences
Lookalike Audiences identify people who share similar likes, interests or characteristics with the people you know.
Audience is similar to:
● CRM Database
● Website visitors
● Mobile App customers
● Page Fans

Targeting Options - Lookalike Audiences
Select Audience Size based on Similarity and Reach

CASE STUDY:
LEAD GENERATION

Step 1: Create Valuable Content
Content can be:
● Case Study
● Whitepaper
● Free Live Training
● Webinar
● etc.
TIP: post content on social
networks to see which “lead
magnet” is the most popular

Step 2: Define Target Audiences
Target Audiences:
1) Website visitors
2) Website visitors lookalike audience (1%)
3) Facebook fans
4) Facebook fans lookalike audience (1%)
5) Email list lookalike audience
6) Friends of people who have liked the Fan
Page
TIP: make sure to exclude your existing email list
since they have already opted in.
Insert Conversion Pixel:

Step 3: Create Landing Page
Recommended Tool: Lander
Best Practices:
1) Clear value proposition
2) Image
3) Clear Call to action
4) List of Benefits
5) Social Proof
FUNNEL: See Ad > Click Link > Go to Landing Page > Enter Your Email > Get the Promised Bonus

Step 4: Create Onboarding Email

Step 5: Create Email Sequence
Email #1: To every subscriber
Subject: The thing you asked for
Thanks for checking out Videofruit! Here is the [insert name] bonus that you asked
for:[insert link to bonus]
Looking forward to helping you get started with [insert subject of bonus].
Quick question…
What is the #1 thing you are struggling with on [subject of bonus]? Hit reply and let
me know. Would love to help you out!
-Bryan
PS: The absolute most important thing to [insert desired outcome] is growing your
email list. Install my free list-building app to help you do that.
[insert link to list goal]
Email #2: To everyone who didn’t
install List Goal within a day
Subject: About your email list
Yesterday you downloaded the [insert bonus name]. Good first
step to [insert desired outcome]. However, the #1 most
important thing you need to do is to start growing your email list.
Why?
Check out what you’re able to do with even a tiiiiiiny email list.
Your homework for today is two-fold…
Action Item #1: Read the story linked above.
Action Item #2: Pick your list goal for the next 60 days.
Action Item #2: Download List Goal and use it to help you hit
your goal. Capisce?
Holler back at me if you hit any roadblocks.
-Bryan
TIP: Experiment with different subject lines & copies.

Step 6: Create Campaign
ACTION ITEM #1: SET UP TARGETING
1 Campaign
6 Ad Sets (1 per audience)
1 Ad per Ad Set

Step 7: Create Campaign
ACTION ITEM #2: Create the Ad (1 per Ad Set)
TIP: Make sure to remember Facebook’s 20% text rule in images.

SETUP

Step 8: Launch and Track Performance
(Duration: 1 Day)

Step 9: Optimize
Step 1: Kill the low-performing ad sets

Step 9: Optimize
Step 2: Re-allocate the budget for both ad sets onto the top-performing
ad set

Step 9: Optimize
Step 3: Match the copy in the ad to the headline on the landing page.
(This can potentially increase relevance and lower the cost)

Step 9: Optimize
Step 4: Only run the ads on Desktop

CASE STUDY: BUILD A
BRAND FROM
SCRATCH

Step 1: Create a Passion Page
Create a Facebook page around a passion relevant to your brand or
product.
TIP: Run targeted ads to promote the passion page

Step 2: Share Interesting Content for This Audience

Step 3: Start Sharing Blog Posts From Your Brand
TIP: Promote these posts to the same interests you used for building your fan base as well as
targeting your fans. Make sure to install a Website Custom Audience pixel on your site.

Step 4: Remarket to New Website Visitors
Step 1: Keep promoting blog posts for the passion
page; include website visitors in your targeting
Step 2: Run ads for your brand that target your
website visitors for the below objectives:
● Page likes for your brand page
● Opt-ins for your brand
● Drive traffic for your brand
● Sales for your brand

Data From Similar Experiment
Baseball Passion Page
(performance after 6 days)
Baseball Passion Page

BUYING CHANNELS
& BIDDING

Bidding Options
Optimized for CONVERSIONS: Facebook automatically chooses
“Optimized for” your objective.
Optimized for IMPRESSIONS (CPM): Also known as Cost Per
1,000 Impressions. Facebook will show your ad to people within
your target audience as many times as possible. This tends to be
best for small audiences, not broad ones. It can also be used for
awareness, rather than wanting targeted users to perform an
action.
Optimized for CLICKS (CPC): Also known as Cost Per Click.
Facebook will show your ad to people within your target audience
most likely to click.
Optimized for DAILY UNIQUE REACH: Similar to CPM.
Facebook will show your ad to as many people within your target
audience as possible, but no more than once in a day. Similar to
CPM, this is a method to consider when targeting small, very
relevant groups, where you know that anyone who sees the ad is
likely to engage. This method should be used, though, if
frequency is a concern.

OPTIMIZATION

Optimization
A/B Testing
A/B testing can help you identify which ads are delivering the results you’re looking for.
You can test:
● Ad Titles
● Colors of key elements like the Call To Action
● Images
● Copy
● Call to Actions (Sign Up Vs. Count me in!)
● Element Position (Signup form on the left or right
side of the page)
● Audience Targeting (for advertising, Men Vs.
Women)

Optimization

Optimization - Ad Set Level
Targeting needs to be A/B tested on an AD SET level

Optimization - Ad Level
Headlines, copies, images and calls-to-action, videos, placement need to be A/B tested on an AD level

Step 1: Control Group
You need to have a control ad (ad A) to compare the A/B testing results to.

Step 2: Create Ad B and Run your Test
A/B Testing the Image

Step 2: Create Ad B and Run your Test
A/B Testing the Details

Step 2: Create Ad B and Run your Test
A/B Testing the Ad Copy

Step 3: Interpret Results
Ad A: Control ad had a CTR of about .05%. Conversion rates were about 29%.
Ad B: The change in image has increased our CTR to .09%. Conversion rate stayed about the same at 28%.
Ad C: CTR was .07%. and conversion rate was 35%.
What does this mean?
Simple change of image increased our click-through-rate by 80% and change in ad copy and image increased the
conversion rate by 20%.

EXERCISE #1
You’re a startup with a database of 200 customers, looking to drive highly targeted traffic to a
landing page that collects email addresses.
1) Set up a Landing Page with Lander (landerapp.com)
2) Develop a targeting strategy
3) Create an ad

EXERCISE #2
You’re a startup with currently only 43 Facebook likes and quite significant website traffic,
looking to increase your Likes with real and relevant fans.
1) Develop a targeting strategy
2) Set up 2 Ad Sets
3) Create an ad

REPORTING

Ad Reports
Ad Reports
These reports gather and display your most important metrics from your current campaigns, ad sets and ads.

Ad Reports
Ad Reports
Customize the Columns in your report and use the filter function to further refine.

Ad Reports
Ad Reports
Save and schedule the customized report.

Google Analytics
Traffic Sources >> Sources >> Referrals

Google Analytics
Social >> Network Referrals

Google Analytics
Social >> Network Referrals

Google Analytics
UTM TRACKING

Visit Us: http://growthhackingasia.com
Say Hello: anna@growthhackingasia.com