Are you running Facebook advertising, but nothing seems to work? Does it ever feel like you're just throwing ads out there and hoping that something sticks? Compared to other PPC platforms like AdWords, Facebook can seem difficult to conquer at first. That's because most businesses focus on the wrong things. In this class, we'll break down Facebook ads strategy, which if followed, will help you build a foundation for success. This includes: Audiences: Where to focus and prioritize and in what order. Ads: Ad types and what your ad content should be focused around. Solutions: If your ad isn’t performing like you want, how to fix it.

1. WHY MOST FAIL,
BUT YOU WONT
CRUSH IT WITH
FACEBOOK ADS
Taught By Molly O’Kane
bloggerithm.com
https://www.flickr.com/photos/toomuchdew/

2. You Have a Great
Product or Service
https://www.flickr.com/photos/johnjensen/

3. BUT
it doesn’t seem like
any one can find it
https://www.flickr.com/photos/vestman/

4. LET ALONE SHARE IT
OR CLICK THRU!
https://www.flickr.com/photos/ryanr/

5. WHY ???? | Does Facebook think I’m a
LOSER?

6. NO!

7. YOU’RE JUST
MISSING
SOME PIECES
https://www.flickr.com/photos/andreanna/

8. TODAY WE
ARE GOING
TO TAKE YOU
FROM

9. TO
FEELING GREAT

10. What is the hardest part
about running Online Ads?

11. Why are you
excited about
this class?
https://www.flickr.com/photos/jdhancock/

12. My Promise to You
1. What makes a successful Facebook ad
2. Loads of ideas to try out
3. Tips to make your life easier!
In about 3 hours you’re going to learn:

14. Meet Molly
Social Media & Marketing
Consultant for San Francisco Small
Business Development Center
With over a decade of starting new
programs from scratch, speaking, and
most importantly, real-life, in-the-trenches
business experience.
I started helping small business owners
over three years ago deal with the
sometimes overwhelming marketing,
advertising & social media aspects of
starting a new business.

15. https://business.facebook.com/bloggerithm/videos/2008883946041196/?business_id=1228368627209945
Why Do we Need Online Ads?

16. Close your eyes
and think the last
time you bought a
product online

17. http://newsroom.fb.com/company-info
1.86

18. 79
32 31 29
24
0
10
20
30
40
50
60
70
80
90
100
Facebook Instagram Pinterest Linkedin Twitter
79% of Adults are on Facebook
% of Adult Internet Users
Pew research July 2016

19. 8
28
21
16
13 13
0
5
10
15
20
25
30
13-19 20-29 30-39 40-49 50-59 60 and older
Facebook Users in the United States
Percentage of Users
Users Spend
20+ minutes
per day on
Facebook
www.statista.com/statistics/187041/us-user-age-distribution-on-facebook
www.businessinsider.com/how-much-time-people-spend-on-facebook-per-day-2015-7

20. http://www.socialmediaexaminer.com/facebook-marketing-why-it-is-time-to-rethink-everything-mari-smith/
300 Visible Posts
5000
Pages
5000
Friends
6000
Groups

21. How People Use
Facebook
• To pass the time,
• Connect with friends & family members or
• To be entertained by the content they encounter.
• People aren’t searching for anything in particular.

22. Facebook Ad vs. Google Ads
• Google is great for demand fulfillment: Search -> Buy
• Facebook is great for demand generation: Discovery
• Complex to get it right. Lower conversion rate. Bigger opportunity.
•
• Google’s lifecycle: Setup, Test, Fine-tune, Forget
• Facebook’s lifecycle: Setup, Test, Fine-tune, Repeat… You constantly
need to test different ad designs and audiences to target

23. Just like any good meal it starts with
Ingredients

24. Facebook Pixel
Before Running
Any Ads:
1. Add your Facebook
Pixel to your website
2. Test Using Chrome
Extension Facebook
Pixel Helper https://www.facebook.com/business/help/952192354843755
https://www.shopify.com/guides/facebook-advertising/pixel

25. Place Code in
Website
Shopify Instructions:
https://help.shopify.com/manual/reports-and-
analytics/google-analytics/google-analytics-setup
WordPress Instructions:
http://www.wpbeginner.com/beginners-guide/how-to-
install-google-analytics-in-wordpress/
Squarespace Instructions:
https://support.squarespace.com/hc/en-
us/articles/205815608-Using-Google-Analytics-with-
Squarespace
WIX Instructions:
https://support.wix.com/en/article/adding-your-google-
analytics-code-to-your-site

26. Check
Google
Analytics
Tracking
Code
Installation:
GA Checker
http://www.gachecker.com/
GA Debugger
https://chrome.google.com/webstore/detail/
google-analytics-debugger
Tag Assistant
https://chrome.google.com/webstore/detail/
tag-assistant-by-google

27. Customer Stages

28. https://www.youtube.com/watch?v=iXfEc4wG208

29. Customer Stages
In the village a beautiful young girl
feels lonely and misunderstood,
because she reads books, and
seems to be the only one.
She daydreams about getting out,
getting a better life, meeting a
prince.
Strangers

30. Customer Stages
Acquaintance
Belle, the girl, goes
looking for him, finds him
there and pleads to let
her father go, in return
for her staying there with
the beast. It's a done
deal and Belle is now
trapped in the castle with
the beast and his staff.

31. Customer Stages
Causal Friend
After Gaston failed,
Belle was reunited
with the Beast.

32. Customer Stages
Intimate Friend
Belle did in fact fall in
love with the Beast,
thus breaking his
spell.

33. Customer Stages
Marriage
Belle did in fact fall in
love with the Beast,
thus breaking his
spell. Marriage

34. Let’s Play a Little Game:
New Product Line Launch
Order the customer stages from
most effective to least effective targeting
Most
Effective Least
Effective

35. Let’s Play a Little Game:
New Product Line Launch
Most
Effective Least
Effective
Marriage
Intimate Friend
Casual Friend
Stranger
Acquaintance

36. Now Let’s Translate this to Facebook Audiences
Marriage Intimate Friend Casual Friend Acquaintance Stranger
Custom Audience
Look A Like
Audience
Core
Audience

37. Some estimates put the cost of attracting a new customer
at 5x more expensive than selling again to an existing client.
Custom Audiences perform better than other types of ads;
reach people who already have a relationship with your
brand.
https://www.invespcro.com/blog/customer-acquisition-retention/

38. Custom
Audience
1. Create Custom Audiences off of existing
customer data, including emails and
phone numbers
2. Build Custom Audiences off of retargeting
data, including website visitors and app
users
3. Create Custom Audiences off of Facebook
engagement data

39. Lookalike
Audience
• From your customer data Custom
Audiences
• From your retargeting data Custom
Audiences
• From your engagement data Custom
Audiences
https://www.flickr.com/photos/kkendall/

40. Lookalike
Audience
• Start at 1% match
• Increase your percentage points from
there as needed
• (making sure to exclude your previous
audience from your next campaign
• Expect that your conversion rates may
go down as your audience grows
larger & their specificity diminishes
https://www.flickr.com/photos/kkendall/

41. Core
Audience
• Use any demographic data you have,
narrowing your target audience as
much as possible
• Location
• Demographics
• Interests
• Behaviors
• Connections
https://www.flickr.com/photos/halfrain/

42. Core
Audience
• Least effective type of targeting.
• Why: you’re targeting by characteristics –
not necessarily actions or intent.
Exceptions to this rule
• Targeting based on hobbies, sports
fanaticism or passions where users are
particularly interested in specific topics
may be enough to convert them right
away. https://www.flickr.com/photos/henriquev/
somebody likes
running, not
necessarily interested
in purchasing running
shoes at the time.

43. Audience Size
When starting a campaign
Start by targeting anywhere from
500,000 to 3,000,000 people.
Exception Local Businesses
https://www.flickr.com/photos/kristarella/

44. Audience Ideas
https://www.flickr.com/photos/eltonharding/

45. Google Search
• To get list
• Top leaders
• Top magazines
• Top Blogs
• Top Websites
• Tools use
• Associations
• Conferences
• Schools
• Organizations
• tradeshows

46. • Exclude anything that would
be too broad
• Example: targeting Rock
Climbs;
• REI also attracts people with
other interests (Too Broad)
Is this Too Broad?

47. • Interests
• Look at Page likes
• 4-5 interests
• Ideas for other interests
• What is too Broad?

49. Excluding Audience
Exclusions let you better target your ads and can ultimately help:
• Lower your cost per action or cost per click
• Reduce money spent on wasted clicks
• Reach people who are more likely to buy or convert
https://www.flickr.com/photos/markusspiske/

50. Here’s How:
• First create a Custom
Audience list from your
existing customer list
• Then, as you're creating
your ad, target a relevant
interest and exclude the
Custom Audience list
you've just created
Exclude an existing
customer list to
avoid targeting them
twice

51. • Here’s How:
• First, create a Custom Audience
from your website and include
those who added running shoes
to their cart
• Then, exclude people who
completed a purchase (visited
a /thank-you page, for example)
to target only those who added
running shoes to their cart but
did not buy
Exclude people
who've converted
to remarket (made
purchase)

53. 1. Figuring out your sequence
• Does your offer follow a flow of a healthy
relationship?
• Multistep
• Remember Belle
• Offer is a relationship person to person
(12 stages or intimacy Desmond Morris)

54. Now Let’s Translate this to Customer Journey
Marriage Intimate Friend Casual Friend Acquaintance Stranger
7) Advocate
8) Promote
5) Get excited
6) Ascend
3) Subscribe
4) Convert
1) Awareness
2) Engage

55. Steps (Customer Journey)
Stage Example
Awareness Really Great Content
Engage Compelling Content
Subscribe opt In
Convert Stranger to Friend; low commitment offer small purchase or sign
up for demo
Get excited Deliver on promise
Ascend Can I take you out to dinner
Advocate When asked Recommend
Promote Affiliate or Ambassador (Actively telling others about)

56. ADs
Forced Friendship
It's a done deal and
Belle is now trapped
in the castle with the
beast and his staff.

57. Skipping to Many Steps
Forced Marriage
In the village the ignorant
and manly Gaston is upset
that Belle isn't interested in
him. When her father claims
she is trapped with a beast,
Gaston sees the opportunity
to have him committed to
a mental
hospital, thereby forcing
Belle to marry him.

59. Pick Two:

60. 2. Offer Messaging
• Does your copy speak to a specific
desired end result of your customer?
Talk to their specific pain point
• Ideal Customer in some state of
discontent, that’s why we buy
https://www.flickr.com/photos/hadock/

61. Offer
• Hooks
• Once they bought, what does their after state look like?
Before After
Have
Feel
Average Day
Status
Proof & Results
Speed & Automation (Quicker for someone)

62. Offer Copy
• Call out your audience (not by
personal attributes)
• Use question to poke at pain points
• Solution to pain point=your offer or
Call to Action
• Be personable
• No need to yell “FREE”
• Use bullets, asterisks, emojis

63. 3. Build commitment & micro commitment
• Small purchase prior to big purchase
• Commitment of time ex. Webinar
• Think Promise Ring before a Wedding
Ring
https://www.flickr.com/photos/mikelao/

64. 4. Little Victory
• Overcome self-doubt
Ex. Constant Contact
Step 1: design email template upload logo,
Step 2: pick colors,
Step 3: congrats you crafted first email,
Step 4: now upload list.
www.sociallystacked.com/2013/05/6-ways-to-leverage-your-facebook-cover-photo
https://www.flickr.com/photos/familymwr/

65. Software-as-a-Service
(SaaS) Companies
Lead-Gen Businesses
A lead-gen business is any
service-oriented business
that’s using Facebook Ads
to find new clients.
E-Commerce Sellers

66. Upsells to higher packages or tiers of service
Pushes for referral program participation
Requests for feedback, reviews or
testimonials
Referral marketing incentives (or better
referral marketing terms for top advocates)
Access to private Facebook groups or forums
Recognition of their “top user” status
Upsells to higher packages or tiers of service
Pushes for referral program participation
Requests for feedback, reviews or
testimonials
Invitations to in-person events
Special referral marketing bonuses
Extra services not available to the general
public
Upsells or cross-sells to related products
Pushes for referral program participation
Requests for feedback, reviews or
testimonials
Special VIP-only coupon codes
Special referral marketing incentives
Invitations to in-person events, such as
product launches, tradeshows, etc.
Advocacy/Promote: Custom Audiences (top 20% customers)

67. Free trials
Paid trials
Paid subscriptions
Pushes to lead-gen landing pages
Pushes to webinars
Product-specific dynamic
retargeting ads
Product sales
Re-purchase ads (for products that
run out)
Coupon codes
Get Excited/Ascend: Custom Audiences (past purchasers, several visits to website, email
engagement above norm, high lead score)
Make the Sale

68. “10X” content
Marketing videos
Case studies
Lead magnets
“10X” content
Marketing videos
Case studies
Lead magnets
Product reviews
Product comparisons
Subscribe/Convert : Custom Audiences (email List, Website Visits, Facebook Engagement,
Past Customer purchases, app use) & Lookalike
Promote Benefits

69. “10X” content
Marketing videos
Ungated blog posts
Past positive customer reviews
and/or testimonials
Media mentions on major news
outlets
“10X” content
Marketing videos
Ungated blog posts
Ungated white papers or case
studies
Past positive customer reviews
and/or testimonials
Product introductions
Positive reviews and/or
testimonials from past customers
Product reviews
10X content
Influencer/experiential content
Awareness/Engage: Core Audience & Lookalike
Value, Value, Value

70. Offer- Should You Show Pricing?
Hotel AdsTravel Ads
Tip: Check out Competition & analyze their ads to understand why they might be working
http://www.bandt.com.au/advertising/how-to-create-better-banner-ads-for-travel-media-and-dining-clients

71. Choose Images to Convey Hook
or marketing message
• Tell story
• It catches attention of the
reader without being flashy or
off-brand.
• It reflects the brand and
customer journey.
• Display Product
• Play off emotions already
associated with imagery
https://www.flickr.com/photos/richardsummers/

72. Better ads
• Use smiling people
• Use high contrast & colorful photos
• Use photos that show the benefit
of the product/service, not
spammy call-to-action
• Address an emotion
• Use symbolic images
• No more than 20% text on image
• Use the image to catch their
attention & “sell” them on clicking
the ad NOT convince them to buy.
You’ll use your sales funnel for that.

73. https://www.facebook.com/ads/tools/text_overlay
Less
20% Text

74. Get Image Ideas
Use Google images,
Dreamstime or
Creative Common
(Flickr)

75. Choose 2 Facebook Success Stories
Continue

76. Carousel Ad: Charge Cords
Audience:
• Custom Audience (based on website
Traffic) English-speaking
• Aged 22–65+ living in either the Oceanic
or European region.
• Excluded people who had made a
purchase from the Charge Cords
website in the last 180 days.
Event: “Purchase”
Call-to-action: “Shop Now”
Campaign Results:
• 4X increase in sales from Oceanic and
European countries
• 4X return on ad spend
https://www.facebook.com/business/success/charge-cords
Back

77. Collection ad format,(hero video + a
shoppable experience) MeUndies
Audience:
• lookalike audience based on a Custom
Audience of its past purchasers
Campaign Results (10 days):
• 40% increase in conversion rate
• 47% increase in new subscriptions
from the mobile campaign
• 44% boost in new customers from
the mobile campaign
• 1.5 million people reached
https://www.facebook.com/business/success/meundies-2
Back

78. Video Ad: Series Wander Beauty
• application videos
• products being applied on different models
with different skin tones
Audience:
• Custom Audience existing customers, &
segmented this list based on interests, such
as beauty products and accessories,
cosmetics and online buyers
• Multiple lookalike audiences
• Women in the US aged 25–50, with interests
in digital retailers, beauty and beauty
accessories, fashion, and health and wellness
Campaign Results (2 Months):
• 4.4X increase in sales
• 59% decrease in cost per sale
• 2.3X increase in conversion rate https://www.facebook.com/business/success/wander-beauty
Back

79. Video Ad: Manscaped
Tested a variety of video thumbnails, ad
copy and headlines.
Audience:
• Custom Audience of past buyers
• lookalike audience
• general audience of men aged 21–45
Event: “purchase”
Campaign Results (2 Months):
• 3.4X return on ad spend
• 67% decrease in cost per acquisition
(compared to the baseline Facebook
campaign cost per acquisition)
• 53% increase in conversion rate (compared
to the baseline Facebook conversion rate
on Shopify)
https://www.facebook.com/business/success/manscapedBack

80. Video Ad: Bombas
Inspiring Storytelling
Audience:
• lookalike audience based on people who
watched the video
• retargeted people who saw the video and
visited its site but did not purchase any
socks, showing them dynamic ads.
Call To Action: “Shop Now”
Campaign Results (3 Months):
• 30% increase in return on ad spend
• 50% increase in click-through rate
https://www.facebook.com/business/success/bombas#u_0_f
Back

81. Carousel Ad: Precision Nutrition
Audience:
• website visitors from last 90 days who didn’t
already like Facebook Page
• interests similar to Precision Nutrition’s
current Page audience
Call To Action: “sign up”
Campaign Results (4 Months):
• 6,000 new newsletter signups or email
downloads
• 50% lower cost per lead than standard link
ads
• 50% higher click-through rate than standard
link ads
• Over 2 million people reached
• $0.07 or lower cost per click
https://www.facebook.com/business/success/precision-nutrition#u_0_m
Back

82. Offer Ad: Chicago lash
“Bombshell Look Lash” package—marked down
from $300 to $99. The ad linked to the company
website and encouraged people to call the salon
to book an appointment.
Audience:
• 20-mile radius around his business location.
• women 24–55 years old
• women interested in beauty, makeup, spa,
Kim Kardashian and Oprah Winfrey
Call To Action: “Book Now”
Campaign Results (7 Months):
• 50% increase in overall sales
• 2X more daily appointment bookings
• 3X more lash refills per day
• $0.45 per website click from Facebook Ads
https://www.facebook.com/business/success/chicago-lashes
Back

83. Store Visits Ad: Cupcakin’ Bake Shop
ran in the late afternoon
Audience:
• people aged 18–55,
• living within 5 miles of the shop
• who were interested in weddings, flowers
and, of course, cupcakes.
Call To Action: “Get Directions”
Campaign Results (12 Months):
• 25% increase in foot traffic since the
campaign launch
• 30% increase in website traffic since the
campaign launch
• 4.5X more sales compared to results from
print advertising
https://www.facebook.com/business/success/cupcakin-bake-shop#u_0_jBack

85. Ad Formats

86. Collections
ideal for e-commerce
companies
Promoting new
products and cross-
selling with
complementary
items, aiding increase
in conversion rates
Mobile Facebook Feed Only
Need Product Catalog or Canvas
https://www.facebook.com/433382740093484/videos/1194768897288194/ https://www.facebook.com/433382740093484/videos/1194768897288194/

87. Canvas
• Canvas is a full screen experience for mobile devices.
• 3 Tips for Using Canvas
• Know the story you want to tell about your brand, and
use short videos, clear messaging and powerful images
• Use high-quality images and video that take advantage
of the full screen experience
• Mark clear paths through your Canvas with simple
steps and actions to take (like descriptive text for
buttons and links)
You should use a collection with Canvas when:
• You don't have a product catalog.
• You want to drive traffic or conversions to your website
or app.
• You want your customers to learn more about your
business in a fast-loading, full screen experience.
https://www.facebook.com/business/success/cirque-du-soleil-paramour/

88. Creating a Product Catalog
Needed for Collections &
Dynamic Ads (retargeting)
For a How To Go to these
resources:
https://www.facebook.com/b
usiness/help/1397294963910
848 or
https://www.jonloomer.com/
2017/04/05/facebook-ad-
collection/

89. Facebook Video Ads
Video Story about who you are.
Story can be related to how you solve this problem, then a product demo,
and then customer testimonial, and finish call to action
Examples:
• “Hey here’s our story, here’s how we got into this thing, this is the problem
we solved, this is a demonstration of our product, here’s a happy
customer, check us out”
• Customer Testimonial
• Top 5 Top 10 lists
• Before and after articles
• Instructions & how tos
Acquaintance Stranger

90. Facebook Video Ads
• Causal Friend→ Intimate Friend
• Pitching
• Product Demos, new product announcements
Marriage Intimate Friend Casual Friend

91. Example of a video Ad Funnel

93. Customer Testimonial
Tips
• share a review where the customer tells a personal
story
• consider which stage in the buying cycle your
customers are in
• use product reviews to target first-time visitors and
site reviews for people who already know your store
• keep your text short and don’t refer to the review in
your copy
• find stories and reviews that use words like “I,” “my”
or “we.”

94. https://www.slideshare.net/SKIMgroup/a-view-of-the-customer-experience-through-the-consumer-journey

96. Messenger as a destination Ad in your newsfeed that
looks like a regular link but once click it opens in a
message with that brand or Facebook page
• 1 in 2 people say more likely to shop with a business
they can message
• Use at the Subscribe/Convert stages
Facebook Messenger Ads
•11% higher booking rate through Sephora Assistant
•3 steps with Sephora Assistant versus 8 to book
https://www.facebook.com/business/success/sephora

97. • Sponsored messages, sent to Facebook messenger
inbox
• Send promotions to people you are already talking with
messenger bot. Use for Reengagement
Facebook Messenger Ads

98. Abandon Shopping Cart
Custom Audiences from your
website
https://www.facebook.com/business
/a/online-sales/custom-audiences-
website?campaign_id=648959365201
614&placement=broad&creative=682
61306412&keyword=+facebook++re
marketing&extra_1=5823d0dc-ab6d-
4f88-a4fc-ee84016fbdb7

99. How Long to Run Facebook Ads
Start with 3-5 days
• 10,000 impressions
• Or allow each ad to receive at
least 20 conversions
• Every change needs another 3-
5 days

100. Where will You Take People?

101. Make Small Changes Facebook Ads
$50 → $200 → $600
$50 → $60 → $72
Don’t Increase Budget more than 20%
at a time & let go for 48 hours

102. General Goals
Amy Poterfield Podcast #127 with Rick Mulready
Facebook Ads Measuring Costs
Every Niche is Different
less than $1Less than $8
Cost per lead Cost per click (CPC)

103. Advertising Benchmarks 2015
Click-Through Rate: The percentage of users that
click your ad. The higher, the better.

104. 50-75% OF
ALL ADS FAIL
EVEN THE
EXPERTS
Get Your Mad Scientist on &
EXPERIMENT
https://www.flickr.com/photos/valiantize/

105. What to Test?
• At least 2-3 different images & ad
copy variations including headlines
• Test different landing page/optin
variations- headlines, images,
bullet points
• Different Ad placement: desktop,
mobile, devices
• Break down ad sets down into age
ranges & genders
Image from Adespresso

106. Facebook Ad: Start by picking campaign
objective
Sweet Spot is 50
conversions within 7 day
period

112. Facebook
Placements

113. Placement Facebook Ads
• Pro tip: always edit
placement
• Remove audience
network

114. • Use a lead magnet ad for audience
that already has interest in the
content & solution you offer
• 97-99% people will not be ready to
purchase
• Goal: Increase email subscribers
• Measure: Email sign ups (Website
Conversion) Cost per Lead/Sign Up
How to Generates Leads

115. • Use ads to increase reach
• Use copy to promote
sharing of your content
• Goal : Generate more
traffic to website & blog
• Measure: Clicks to
Website-CPC & CTR (traffic)
What if I have Small List or Low Traffic To Site

116. Let’s Not Forget Growing
Your email List Thru Ads
https://webprofits.agency/blog/ultimate-guide-email-sequences/
Why?
Lowers the Cost of Acquiring a Customer

117. Is a Positive Return On Investment
https://www.flickr.com/photos/dennism2/

118. 6 Steps to measuring
1. Set Conversion Goal
2. Track Conversions(Reach, Leads, Conversion Rate, Traffic,
Customers)
3. Assign monetary value to each conversion
4. Measure Total Benefits by Channel
5. Determine Costs
6. Analyze Results & Improve
http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf
Facebook Ads Measuring ROI

119. Warning Math Ahead….
Take a deep breath
https://www.flickr.com/photos/jimmiehomeschoolmom/

120. Generally Speaking $5 should get you 5-30 clicks
Here’s how it looks;
100 Website Clicks
40 Optins – (40% Conversion)
2 sales – (5% Conversion)
= $100 Revenue – (2 sales @ $50)
To break even on this campaign you would need to ensure your cost per website click was
$1.00 or less.
$1 x 100 visitors = $100
http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf
Cost per lead/conversion< sale of product
Facebook Ads Measuring ROI

121. Facebook Ads- Pro Tip
check relevancy, after 100 interactions, get it
over 7 closer the 10 the better
Why? lowers ad cost

122. General Stat Goals
• Cost per lead less than $8
• Cost per click less than $1
• Click thru (CTR) Cold Audience- Rate more than 1%
• Retargeting (CTR) 3%
• Lead Magnet opt In 20%
• Relevancy score 7 & above
• Frequency Rate 1-3
Amy Poterfield Podcast #127 with Rick Mulready
Cat Howell
Facebook Ads Measuring Costs
Every Niche is Different

123. • Your Offer
• Your Targeting
• Your Ad Copy/Creative
• Your Ad Scent
Troubleshooting Ads
Four likely culprits:
https://www.flickr.com/photos/qole/

124. Everyone stand up & power pose 30
seconds

125. What We Learned Today
All About Online Ads
• How to create awesome
Facebook Audiences
• Customer Stages
• Perfecting the Offer
• Setting up an Ad Campaign

126. AND IF YOU DO ALL THESE THINGS
(You know, as in get all your ducks in a row)

127. https://www.flickr.com/photos/bayasaa/
Your Sales just might
REACH NEW HEIGHTS

128. If you loved the class, I would love to hear about how
you will use what you learned
Before you leave write a review @Bloggerithm on Facebook
P.S. If you review with 24 hours I will send you a link to
Troubleshooting your Facebook Ads

129. Contact Info:
Molly O’Kane bloggerithm@gmail.com
Visit: bloggerithm.com
https://bloggerithm.com/smallbusinessweek2018

130. https://www.facebookawards.com/winners-gallery/2017/latam/shortlist/the-mother-of-rock.html

131. https://www.facebookawards.com/winners-gallery/2017/na/winner/careculator.html

132. https://www.facebookawards.com/winners-gallery/2017/apac/winner/hungerithm.html

133. https://www.facebookawards.com/winners-gallery/2017/apac/winner/the-adventures-of-little-brush-big-brush.html