[500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

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Transcript of [500DISTRO] Converting with Facebook: How to Optimize Ads, Target Audiences & Boost Your ROI

  • Matthew Berman | @matthewberman

    FACEBOOK ADSFor External Conversions

    MATTHEW BERMANAugust 2014

    @matthewberman | mberman84@gmail.com

    mailto:mberman84@gmail.com?subject=

  • WHO AM I?(Matt)

    MATTHEW BERMANDistribution Hacker in Residence

    Distribution for media companies

    Affiliate marketing (shhh)

    Distribution for startups

    PREVIOUSLY:

    Spent lots of $$$ on Facebook

    Matthew Berman | @matthewberman

  • THE PROBLEM

    CONCLUSIONBased on many blog posts by reputable sources, most would think facebook isnt a good channel to market on.FALSE!

    FRAUDULENT CLICKS NO CONVERSIONSClick farms, low quality clicks etc Facebook users never buy anything!

    Facebook Sucks!!!NOT.

    Matthew Berman | @matthewberman

  • FACEBOOK ADS TACTICS

    What your ad looks like Who sees your ad General tips and tricks

    Creative Targeting Best Practices

    Matthew Berman | @matthewberman

  • CREATIVEWhat Your Ads Look Like

    Matthew Berman | @matthewberman

  • BANNER BLINDNESS

    Matthew Berman | @matthewberman

  • Matthew Berman | @matthewberman

    REDUCING BANNER BLINDNESS

    keep your ad images & copy fresh (specifics to come)

    blend your ads into the organic content (dont be misleading)

    (exception) you have an extremely well known brand name/logo

    (exception) you have a beautiful, physical product to show off

  • VSnewsfeed sidebar

    Matthew Berman | @matthewberman

  • more inventory, less expensive

    not available on mobile

    SIDEBAR ADS

    lower CTR and conversion performance

    around for many years

    Matthew Berman | @matthewberman

  • less inventory, more expensive

    available on mobile & desktop

    NEWSFEED ADS

    higher CTR and conversion performance

    much newer than sidebar ads

    newsfeed has had better performance for me in most cases

    Matthew Berman | @matthewberman

  • IMAGE BEST PRACTICES

    Matthew Berman | @matthewberman

  • OBVIOUS IMAGESEasy to understand

    Example A Example B

    Matthew Berman | @matthewberman

    what do they sell?

    childrens books? food?

  • OBVIOUS IMAGESEasy to understand

    Example A (Bad) Example B (Good)

    Matthew Berman | @matthewberman

    online classes!? food!

  • 5 FOOT TEST

    stand 5 feet back from your computer, can you clearly see and understand the image?

    Matthew Berman | @matthewberman

  • FACESON FACEBOOK

    dont use woman eating a salad laughing!! use real photos, not photoshopped

    Faces blend into organic content

    Matthew Berman | @matthewberman

    * ask your customers for images or take them yourself

  • COPYWhat your ads should say

    general structure of your copy should include:

    1 or 2 value propositions

    price and/or discount

    call to action (more than just the button)

    Matthew Berman | @matthewberman

  • TARGETINGWho Sees Your Ads

    Matthew Berman | @matthewberman

  • PASSIVE VS INTENT ADVERTISING

    VS

    Intent Based Advertising - More expensive, higher conversion rates, target people at their intent to do somethingPassive Advertising - Less expensive, lower conversion rates, target people who may be your customer

    Passive Advertising Intent Advertising

    I love my dog! Buy Dog Food

    Matthew Berman | @matthewberman

  • SEGMENTS TO ALWAYS USE

    COUNTRY

    Different countries respond differently to creative and products

    and the prices are different in each country

    GENDER

    Males and females respond differently to creative and products

    AGE

    Segment ages into ranges: 25-35, 36-45

    etc.

    If you have a mobile experience, separate desktop and mobile

    DEVICE

    Matthew Berman | @matthewberman

  • Matthew Berman | @matthewberman

    AFTER THATITS UP TO YOU

    schoolcity/state/zip

    3rd party data (acxiom)

    languagerelationship status

    life events

    employer

    interest keywords

    education level

    behaviors

  • LOOK ALIKE MODELSWOW!!

    current customers

    potential customers

    magic

    Matthew Berman | @matthewberman

    segment current customers by engagement level (paying customers vs. others)

  • BEST PRACTICESGeneral Tips & Tricks

    Matthew Berman | @matthewberman

  • CAMPAIGN STRUCTURE

    Campaign

    Ad Sets

    Ad Ad

    campaigns for completely different testsads within an ad set compete against each other (only test text + images)

    ad sets for everything else

    Matthew Berman | @matthewberman

  • SPLIT TESTINGIsolate Everything

    US

    18-24

    25-30

    Male

    Female

    Male

    Female

    Img1

    Img2

    Img1

    Img2

    Img1

    Img2

    Img1

    Img2

    Country

    Age

    Gender

    Creative

    isolate each variable

    test the most impactful segmentations first

    rigorous testing

    Matthew Berman | @matthewberman

  • LAST QUICK TIPS

    use oCPM bidding - optimize for conversions to websiterefresh your ads frequently - keep frequency under 2

    focus on CTR - facebook rewards you with lower prices

    Matthew Berman | @matthewberman

    sweet spot audience size is around 500k-1.5m

  • RECAP

    Matthew Berman | @matthewberman

  • RECAP

    reduce banner blindness

    prioritize using newsfeed ads

    use clear, concise images

    blend ads into organic content when possible

    target country, age, gender, and device first

    use look alike models when possible

    test all variables separately

    Matthew Berman | @matthewberman

  • Matthew Berman | @matthewberman

    THANK YOUMATTHEW BERMAN

    @matthewberman | mberman84@gmail.com

    mailto:mberman84@gmail.com?subject=