It’s easy to see your star Facebook campaigns lose momentum or fall off a performance cliff. How do you get ahead of it? What are the innovative strategies not yet written into the Facebook “best practice” rulebook that will help you not only keep campaigns alive, but grow your business via Social? During this session, Senior Client Manager and Paid Social obsessed expert Matt Mason will knock your socks off as he shows you: 1) How to identify early signs that your Facebook campaigns are beginning to decline AdSet spend begins to fall despite not changing budgets Ad Frequency begins to increase 2) How to translate Facebook data into digestible strategy for key stakeholders like bosses or clients What happened? Show them visually, using charts. Why did it happen? Did a change occur in the algorithm? Did you exhaust the audience? What are we going to do about it? 3) How to implement a corrective course of action to revive and stabilize your Facebook ad performance Is there a conversion action higher in the funnel we can target? Have we tried warming up our prospecting campaigns through engagement or awareness? Test, test, test! This is an opportunity for innovation!

1. How to save your
struggling Facebook
Campaigns
Matt Mason
Sr. Media Planner @ POSSIBLE

2. Senior Media Planner
POSSIBLE
Huge sports fan. Big Saint Louis
Cardinals guy.
Sports
Enough said
Craft Beer
Recognized as one of the top 5
rising stars by PPC Hero in 2017
Rising Star
@MattMasonPPC | @POSSIBLE
Who’s this guy?

3. Learner Outcomes
Identify Translate Implement
How to see early
signs that your
Facebook
campaigns are
declining
How to take the
data and make it
digestible for
stakeholders
How to implement
a corrective
course of action
to stabilize
@MattMasonPPC | @POSSIBLE

4. Identify
How do we know what’s happening?
1

5. Just don’t panic
● AdSet spend begins to fall
● Ad frequency increases
These signs are the Facebook equivalent of a check engine light in a
car.

6. Translate
How will we explain this to our bosses or clients?
2

7. Keep it Simple, Stupid.
● Show them what happened
● Explain why it happened
● Tell them what you’ll do about it
The key is to be transparent. Remember, you’re the expert.
Matt Mason
Senior Client Manager

8. Implement
Okay, Matt, that’s great. Now what?
3

9. You are a marketer
● Higher funnel actions
● Has the audience been properly warmed?
● Test! Test! Test!
This is your chance to innovate.

10. Start Small
● Propose a test
● Use data to support your decision
● Don’t be afraid to fail
● It’s a chance to innovate

11. Alerts Visualize
Automated rules to
help determine
issues.
Use charts to help
identify trends +
convince
stakeholders
Facebook is
constantly evolving,
so should you!
Go back to the
basics. Are you
doing the right
things?
1 3
2 4
Return Test
Actionable Takeaways
@MattMasonPPC | @POSSIBLE

12. Thanks!
Any questions?
You can find me at @MattMasonPPC