1. 1
Facebook Conversion Techniques For
Advanced Facebook Marketers
Tangy Lab Group

2. What You Will Learn..
1
5 Elements That Define Your Campaign
 Information that every marketer should get hold of
before initiating your project
Ads Targeting That Snipes Your Market
 Showing your ads to the right crowd for with the layered targeting
method
Eye-Catching Copy Writing Styles
 Types of writing styles that drives click through like crazy
Lasting Impressions
 Guides on creating visuals that immediately captures attention
3-Minute Optimization Technique
 Easy techniques to identify your winner ads that maximizes your
ROI

3. 01.
5 Elements That Define Your Campaign
Information that every marketer should get hold of before initiating your
project.

4. 01. 5 Elements That Define Your Campaign
It is essential to set expectations and the foundations right before starting any Conversion Ads Campaign, here are
5 elements that ensures you a smooth ride!
2
Budget
Audience
ObjectiveOffer
KPI
How much is the client going to spend?
With bigger budgets, you are able to test
out more Ad types and different targeting
groups.
Who is the ideal buyer?
This determines how the
writing tone should be like
and the interests you should
be targeting at.
Is the campaign out to get
registration? Leads? Or
Sales Conversions?
Different objectives requires
different style of writings.
What is the magic bullet to
entice clicks?
Determine the hook that will
capture your audience’s attention.
Is it an e-book? Checklist? Or
Freebies?
How do you define success?
Set up your intermittent target
and final goals. Align them with
your client. Not only you can
manage your clients’
expectations, but this also
serves as a guide for your
optimizations.

5. 02.
Ads Targeting That Snipes Your Market
Showing your ads to the right crowd for with the layered targeting
method.

6. 02. Ads Targeting That Snipes Your Market
One Tier Targeting
The power of Facebook targeting comes from their large and up-to--date people behaviour database.
This allow marketers to target more than the demographic (age, gender, etc) or audiences outside your
Facebook Fan Pages who are active on Facebook.
InterestCategories
Gathering Associations Foundations Societies Clubs
Publications Bestsellers Magazines Forums Websites
Occasion Festivals Conferences Competitors Seminars
Competitors Direct Indirect Alternatives Complimenting
Celebrities Opinion Leaders/
Influencers
Actor/Actress Authors Thought Leaders
Media TV series Movies Educational Shows News Network
Demographic Marital Status Household Size Employers Working Titles
On a basic level, we can target our ads to interests that is within Facebook while setting up the ads.
Here are some of our best interest targeting categories which has given us great ROIs!

7. 02. Leverage On The Power Of Facebook Targeting
Layered Targeting
For Advanced Marketers, you can
leverage on the “Exclude/Narrow
Interests” option in the Facebook
Power Editor Tool. From here you
are able to further segment your
audience to niched interest groups.
This allow you to reduce your cost
per acquisition when your product
fits perfectly into your audience
interests.
Here is how it functions:
Narrowing
Parents with children over 5 years old + Interested in
Water Filters
Surface Level:
Parents with children over 5 years old
Exclusion
Fridge, Kettles, etc
Surface
Narrow
Exclude

8. 02. Leverage On The Power Of Facebook Targeting
Layered Targeting
You can also further zoom down into
location targeting, aiming your ads at those
who are staying near by your brick and
mortar store!
Extra tips for Setting Effective Target Interest Groups
#Tip No.1 - Differentiate “Aspiring Interests” and “Real Interests”
This is especially important when it comes to Luxury Brands. It is easy to find a person who shows
interest in Rolex, but it is hard to determine whether the person is a avid fan who really purchases
their products. To overcome this, you should target a level deeper by listing down detail product
names, rather than just the brand. E.g. Rolex Seamaster, Rolex GMT II, instead of “Rolex”.
#Tip No. 2 – Use “Daily Unique Reach” for your Optimization & Pricing when you have a very
small group or small budget!
#Tip No. 3 – Do not forget your Web Custom Audience, Remarketing and Conversion Pixels!

9. 03.
Eye-Catching Copy Writing Styles
Types of writing styles that drives insane click through rate.

10. 6
03. Eye-Catching Copy Writing Styles
Pain-solvers
Factual Writings
Empathy
There is always this saying that Facebook Ads copies should be short, best before the “see more”
section. From our experience after implementing multiple campaigns and realized that the length
of copies does not matter, in fact, well written long copies gets us the most conversions!
Here we show you 6 of our successful writing styles that you can test out for yourself:
Catch the attention of the readers by stating
a shocking fact/study that creates awareness
to their problem.
List out the pain points that the target
audience is facing.
Shouting out features of the service and
product and how it benefits the target group.
Tongue-in-cheek
Straight-to-the-points
Directly communicating the offers and discounts
to the target group, best for established brands.
Feature-Benefit
Shouting out features of your product/service
and how it benefits the target group.
Use of humor appeal to increase positive
sentiments in users,

11. 6
03. Eye-Catching Copy Writing Styles
Factual Writings
Catch the attention of the readers by stating a shocking fact/study that creates
awareness to their problem.

12. 6
03. Eye-Catching Copy Writing Styles
Factual Writings
Catch the attention of the readers by stating a shocking fact/study that creates
awareness to their problem.

13. 6
03. Eye-Catching Copy Writing Styles
Pain-solvers
List out the pain points that the target audience is facing.

14. 6
03. Eye-Catching Copy Writing Styles
Feature-Benefit
Shouting out features of the service and product and how it benefits the target
group.

15. 6
03. Eye-Catching Copy Writing Styles
Tongue-in-cheek
Use of humor appeal to increase positive sentiments in users

16. 6
03. Eye-Catching Copy Writing Styles
Straight-to-the-points
Directly communicating the offers and discounts to the target group, best for
established brands.

17. 6
03. Eye-Catching Copy Writing Styles
Empathy
Make your target users feel good by praising them or putting yourself in their
shoes.

18. 04.
Lasting Impressions
Guides on creating visuals that captures attention immediately

19. 6
03. Lasting Impressions
For Facebook Advertisers, the part that your should pay the most attention to is your Ad visual and the tagline
in the visual.
Think of how people behave when scrolling social media on their devices. Users will just keep scrolling until
they hit something eye-catching that stops them in their track. And that is why your visual plays a crucial role to
get that initial traction.
“Hey, I have been finding colourful
ones for quite some time!”

20. 6
03. Lasting Impressions
Eye-catching, successful Ad Visual should
have display these 4 key elements…
#1. The USP/Offer of your products/services
stated clearly in your tagline
Don’t be shy about the discounts that you are
offering! State them clearly in your visuals, but
remember to adhere to the 20% text rule.
#2. Exaggerated Graphics
Best if you can use exaggerated facial expressions
or interpretations of the effect your product is
offering.
#3. Clear Product or Service Images
Products that are featured in the visuals must be
sharp, clear and bright. Dull or blurred images
shows unreliability.
#4. People
Having humans in ads makes the visual more
relatable to the people you are reaching gout. If you
have the rights to feature an influencer, it might
work even better!

21. 05.
3 Minute Optimization Technique
Easy techniques that will keep your winner ads that will maximize your
ROI.

22. 16
05. 3 Minute Optimization Technique
After running your Ads for a while, you would need to know how to optimize them. With the right key metrics, you
will learn how to identify your winning Ad in just a snap of your fingers.
Check on your
Winner Metrics
Check on your
Ad Attractiveness
Metrics
Minute 1:
Minute 2:
Minute 3:
Check on your
Technical Issue
Metrics
Not Performing?
Not Performing?
GOOD JOB!
Your Landing Page needs
reworks
Your Ads Copy or Visual
needs a revamp
Performing!
Performing…
But no conversions.
Performing…
But low Clicks.

23. 16
05. 3 Minute Optimization Technique
This set of Metrics allows you to check if your sales funnel is Effective and driving sales, you should be
investing most of your budget to those ads who have the highest performance in the below metrics.
Conversions
 Look out for the highest value for best performance
Cost Per Conversion
• Look out for the lowest value for best performance
If there are no conversions or sales are coming in too slow compared to your previous campaigns, don’t
dwell any longer and move to the second step to identify the problems!
Minute 1 – Identify your Winner Metrics

24. 16
05. 3 Minute Optimization Technique
This set of Metrics allows you to determine whether your ads are effective in driving traffic to your landing page.
CTR (LINK)
 Look out for the highest value for good performance, any item that is below 1% is weak performance and thus
need to looked into.
CPC (LINK)
 Look out for the lowest value for best performance
Relevancy
 Look out for the highest value, anything that is below a rating of 4 is weak performance and thus need to
looked into.
Frequency
 A low frequency is good, not more than 5x. High Frequency but low click-through shows that your ads are not
generating actions although it has been shown to the audience multiple times.
If these metrics are performing, these means that they are driving people to your landing page, but not
converting. You might want to look into the consistency of your messaging between your ads ad landing page, or
maybe it is the copy of your landing page that is not working for you.
Minute 2 – Identify Your Ad Attractiveness Metrics

25. 16
05. 3 Minute Optimization Technique
This set of metrics allows you to determine whether it is a technical fault that your ads are not performing.
This set of Metrics gives you an idea whether is there any issue with your Facebook Ads Account Settings.
Sometimes you might encounter situations where Facebook is not spending a single cent of your budget.
Reach & Spend
 Change your optimization metric to “Daily Unique Reach” to trigger spending if your reach is 6x-10x lower
than your other ads, or Facebook is not exhausting your daily budget
If the ads are gaining reach and spending as normal, but there is no click-through on your ads, you need to look
into reworking your ads copy and visuals, as well as targeting groups.
Minute 3 – Identify Your Technical Issue Metrics

26. Find us at http://www.tangylab.com/ now!
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That’s All Folks!
Thank You
Happy Facebook Marketing!
Travis Lim - Account Manager
Well versed in Facebook Marketing Tools, he has
helped clients like 3M, NTUC, Thrifty to achieve their
Facebook Marketing Objectives.
This Guide is Created By: