fire & spark's presentation for the MITEF 9/5/18 event ​Generating Sales with Facebook Advertising

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Finding Your Audience with Facebook
Advertising

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Dale Bertrand
• Built a super computer for the NSA
• Recruited to an MIT start-up to do online
marketing
• Focuses on e-commerce SEO
• Founder/Owner Fire&Spark Agency

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3 Facts About Me:
Drew Frayre

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I Love Pomeranians
Pippa
Tutu

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I Work at Fire&Spark

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I am from Cape Cod

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Agenda
1. Facebook Advertising Platform Overview
2. Set Up Campaign Tracking
3. Select the Right Bidding Strategy
4. Target your Audience
5. Create a Lookalike Audience
6. Split Test Ads
7. Facebook Advertising Traps to Avoid

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Facebook Advertising Platform
Overview

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What are Facebook Ads?

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How are Ads Organized?

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Why Use Facebook Ads?

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One of the Largest Audiences. Ever.

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What: Lots of Ad Types

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Where: Placement Options

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Who: Targeting Options

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Why: Objectives

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Step 1: Set Up the Tracking

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The Facebook Tracking Pixel
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Learn to Love the Pixel

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Judge your Campaigns’ Effect

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Step 2: Select an Objective

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Step 3: Find the Right Bidding Strategies

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What are we Bidding On?

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Optimization Targets

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Ways to Bid

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Step 4: Explore Targeting Options

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Custom Audiences
(Based on Email List)

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Lookalike Audiences

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Your Perfect Customer
(Hopefully not actually a dog)

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Your Current Customer List
Segment
Segment

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“Secret Facebook
Algorithm”
Current Customer Segment
Audience of Perfect Future Customers
What it Does

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Example of Real Life Lookalike (not Dogs)

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Core Audiences Breakdown

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Demographics
• Age
• Gender
• Relationship Status
• Education
• Workplace
• Job Titles
• More!

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Locations

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Interests
• Hobbies
• Entertainment
• Politics
• More!

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Behaviors
• Purchase Behaviors
• Device Usage
• Browsers
• Other Online Activity

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Step 5: Creating your Ads

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Creating your Ads

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Huge Library of Stock Images

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Test Lots of Ads!

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Live Demo: Let’s Market to Moms!

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My Facebook Advertising Process
Kill Campaigns/Ads that do not Work
Split Test Ad Copy/Imagery/CTAs

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Facebook Advertising Traps

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Be Wary of “Automatic
Placements”

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“Recommend” is not your Friend

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Always Check Out “More Options”

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The “Boost Post” Fallacy
• Limited Budget
• Limited Targeting Settings
• Must have Content on Wall
• Less Campaign Objectives
• Default Naming Conventions

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What Have We Covered?
1. An overview of the Facebook Advertising platform
2. How to measure ROI of your campaigns
3. Bidding strategies
4. What targeting options does Facebook offer?
5. What is a lookalike audience?
6. Split testing ad creative
7. Facebook advertising traps to avoid

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Facebook Advertising Checklist
https://www.fireandspark.com/facebook-advertising-checklist/

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Questions?