Struggling to crack your code on Facebook Advertising? Here are some tips on how the auction works, and tips on leveraging different campaign types to rock your results!

1. Susan Wenograd
Turning on the Facebook Firehose Without Drowning
@SusanEDub
http://www.slideshare.net/SusanWenograd1

2. The Landscape

3. The Process: Ads Interface

4. The Process: Campaign Attempt

5. The Process: Results

6. How Facebook’s Targeting Works
Total Potential Audience
Audience Likely
to Do the Action
Campaigns are focused
around desired actions of the
users.
The more specific the
audience, the higher the
CPM.
Conversion Campaign types
= $$

7. The X Factor: FB’s User Behavior Data
Facebook
Human

8. Too Large or Too Small = Bad
16 Lookalike Audiences
11 Countries
3 Additional Interest Layers
Audience Expansion on
Conversion-Focused Campaign Types

9. “Get Our CPA Down”
Normally you’d
start by cutting
out what’s not
working…

10. Top-to-Bottom Mentality in Account
Design
Awareness
Consideration
Purchase
Upsell
Are you actually doing this, but
paying Conversion CPM prices?

11. Create a Strategic Map
Duplicate by:
• Country
• Gender
• Age Groups

12. Results: Implementing Funnel &
Strategy Map

13. Y’all Have Hot Figured Out.

14. Cold: Lookalike Audiences
Email lists
Website traffic
Phone numbers

15. Cold: Use Lookalikes as Your
Foundation
Higher CPC
can = more
valuable user

16. Cold: Shared IDs Accrue Social Proof
Faster

17. Cold: Shared IDs Accrue Social Proof
Faster
Ad
ID
Social
Proof from
Ad Set 1
Social
Proof from
Ad Set 2
Social
Proof from
Ad Set 3

18. Bonus Tip: Need social proof faster?
Drop that post
ID into this
type of
campaign and
run it at the
same time!

19. Warm: Think Through Crafty
Remarketing

20. Warm: Use Site Data for RM Groupings
83% of their
conversions
happen
within 3
days of
visiting

21. “But I Don’t Sell Stuff. I Collect Leads.”

22. Don’t Worry, Lead Gen. I Got You.

23. Lead Gen Ad Units

24. Case Study: Newsletter Sign-ups

25. And Another…
Driving to website:
$332 Spend
6 Sign Ups
Using Lead Ads:
$628 Spend
90 Sign Ups
$55.33
Cost per
Lead
$6.98
Cost per
Lead

26. Maximize: Creative

27. Form = Your Landing Page

28. Maximize: Your Audience
You can create a
lookalike audiences
off this!

29. Maximize: Your Audience
And this!

30. Manage Your Expectations &
Experience
Lower commitment = lower
quality/emotional
investment
Have a strong follow up
funnel for sign ups to
nurture

31. Keys To Success
 It’s not “One Campaign To Rule Them All!”
 Experiment with different campaign types to achieve the lowest-
CPA funnel
 Utilize your warm audiences to create a solid foundation for ad
sets
 Use in-FB action options to create warm/mid-funnel audiences
 Test, succeed, break things, and test again!

32. Bonus: Download Strategic Map!
bit.ly/fbfunnel_map

33. Who Am I, By the Way?

34. Who Am I, By the Way?

35. Twitter: @SusanEDub
Email:
susan@susanwenograd
.com