12. @michellemsem
• When a user signs up on the site,
they input the number of
employees they expect to
manage with the tool.
• The more employees, the more
money the company makes.
USE CASE: B2B Company Trying to Drive Larger Accounts
17. @michellemsem
Choose the Action That Best Suits Your Needs
• Subscription Levels
• Recurring Donations
• OrderValue
• Number of Items Purchased
• Employee Counts
• Annual Revenue
• Industry
Find what is important to the
account and find a way to track it so
Facebook help you optimize for it.
18. @michellemsem
Think Outside of the Capsule
• VideoView Percentage
• Button Clicks
• Time on Site
• Click to Call
• Anything GoogleTag Manager
can fire for
22. @michellemsem
• Grouped all audiences together.
• Daily budget decreased from $82.25 to $50.
• All audiences and conversion action were the same.
Adjustments
23. @michellemsem
Lifetime Budget: Daily Budget:
• Amount for the entire run of the ad set.
• Spend is balanced out for the duration
of the campaign.
• Facebook increases/decreases spend
based on conversion performance.
How Budgets Work on Facebook
• Spend limit is set for each day.
• Spend is consistent day over day.
• Facebook will work to spend the entire
daily budget no matter conversion
performance.
24. @michellemsem
Lifetime Budget:
• Know total spend for a campaign.
• Need to use ad scheduling.
• Best for fluctuant conversion performance.
• Ensure conversion tracking is in place and
functioning.
• Not ideal for campaigns with changing date
ranges or budget fluctuations.
How Budgets Work on Facebook
25. @michellemsem
Daily Budget:
How Budgets Work on Facebook
• No need for ad scheduling.
• More consistent ad spend, but budget
may fluctuate throughout the run.
• Want campaign to be evergreen or have
undetermined end date.
• Budget Optimization:
• Can be used to share spend across ad
sets without using lifetime budget.
29. @michellemsem
Budget Best Practices
• Ad set daily budget at 5-10x the target CPA.
• Ideally shooting for 50 conversions per ad set per week.
• No changes to budget over 20% unless absolutely necessary.
• Pausing campaigns/ad sets can hurt performance progress.
33. @michellemsem
Understanding Scale in Audience Building
• When we narrow our audience, we make it tougher for Facebook.
• Keep track using the side bar as you build audiences.
35. @michellemsem
When Potential Reach is Unavailable
• Being hidden for privacy reasons.
• Test removing certain portions of
targeting, likely customer lists, until it
comes back to get an idea of scale.
• Add other targeting back in before launch.
36. @michellemsem
Long Term Success in Audience Targeting
• Lowest hanging fruit within target audience.
• Expand out to find additional reach.
• If audience is limited, those users will see the same ads again.
• One easy way to help guard against this: enable Interest Expansion
41. @michellemsem
Find Meaningful Segmentation
• Thank You Page Visits
• Pricing Page Visits
• Video Viewers
• Company Size
• Returning vs One Time
• Service Used
• Product Category
• Job Title
• Industry
• Geography
• Sale vs Regular Price
45. @michellemsem
Low Conversion Volume
• Revisit the conversion action you’ve
chosen to optimize for.
• Is there something with higher
volume you can use?
46. @michellemsem
Small Budgets
• Look to condense ad sets where
possible to combine budgets.
• Revisit the type of budget you’re using.
• Does a different model make more sense?
47. @michellemsem
Small Target Audience
• Lower budget for this group so you
don’t over saturate.
• Create Lookalikes from converters
to have a larger, constantly
refreshed audience to target.
60. @michellemsem
Chance Your Perspective on Placements
• Think about what you don’t want to target rather than what you do.
• Only exclude if your ad isn’t a good fit, not the person you think is on the
other end of the device.
65. @michellemsem
Ad Copy Testing
Presented by:
Michelle Morgan
MICHELLE
MORGAN
Whovian
Golfer
Tea > Coffee
@michellemsem
@PaidMediaPros
Director of Client Services