Optimizing Your Facebook Dynamic Ads to Maximize Conversions
Facebook Advertising Secretsfbadvertisingsecrets.com/wp-content/uploads/2014/... · Agenda •How...
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@andreavahl
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About me
• Social Media Coach, Strategist and Speaker
• Co-author of Facebook Marketing All-in-One for Dummies
• Community Manager for Social Media Examiner
• Grandma Mary @GrandmaMaryShow
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Agenda
• How to set up a Facebook Ad campaign goals and budget
• Optimizing your ads with the best photos headlines and copy
• Getting the cheapest clicks • When you need to use the Facebook Power Editor • Setting up your Facebook reports • Q&A
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Do Facebook Ads Work?
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What we don’t want
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4 Things You Need to Make Facebook Ads Work
1. Advertising strategy
– Goal, Budget, Measurements
2. Right type of ad to match your goal
3. Good Targeting
4. Split Testing
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New Likes
Engagement
E-mail optins
Sales
Largest part of your Budget
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10%
70%
20%
Facebook Ad Budget Allocation
Get Likes Get Optins Boost Posts
Monthly Budget = $50 $35 – Drive to Optin $10 – Boost Post $5 – New Likes
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• Boost Post– Target Fans + Friends
• Promoted Post – Target Fans
Engagement – Current Fans
• Page Likes
• Promoted Post or Boost Post – Target by Interests
New Likes
• Page Likes – use Custom Audience
• Contest with a Like Gate (Page Post Engagement or Page Likes with Landing View to Tab with Contest)
Convert E-mail Subscribers to Fans
• Website Conversions
• Page Likes – Landing View to Optin tab
• Contest with a Like Gate (Likes ad with Landing Tab)
• Facebook Offer
Increase E-mail Subscribers
• Facebook Event ad (shows in sidebar only)
• Website Conversion
Event Promotion
• Website Conversions
• Facebook Offer if on sale for a limited Time
• Promoted Post (Not the best method) Sales
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Setting up Your Campaign
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Split Test
Campaign 1 Campaign 2
Ad #1 Ad #3 Ad #2 Ad #3 Ad #2 Ad #1
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Split Test – Ads running simultaneously
Campaign 1
Ad #1 Ad #3 Ad #2
Campaign 2 Campaign 3
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Split Test Targeting
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Split test photo
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Check Results
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Getting the Cheapest Clicks
• Split testing is key
• Optimize for your goal
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• Target countries with “known click farms”
– India, Bangladesh, Indonesia, Egypt, Sri Lanka
• Ignore Split testing
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How to Create an Ad?
Or: www.Facebook.com/advertising
#1 #2
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Targeting
I try to keep the Audience size at
200,000 or more if possible
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When DO you need Power Editor?
• Create a Similar Audience from a Custom Audience file
• Saved Target Groups
• Remarketing Pixel (targeting website visitors)
• Partner Categories
• More controlled bidding and placement model
• Bulk Campaigns
• Creating a “dark” post (unpublished)
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Lookalike Audiences
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When You DON’T
• Accessing Similar Audiences
• Creating News Feed Only ads
• Using Call-to-action buttons
• Creating Conversion pixels
• Creating Reports
• Most of the time
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Use Conversion Pixels
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Facebook Reports
• Snapshot while Ads are running
• Reporting gives more data
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Facebook Reports
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Add Important Data
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Final Thoughts
• Don’t be afraid to try things
• Click prices can vary by industry and targeting
• Split Testing, Targeting, Call to Action will bring your costs down
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Special Offer Facebook Advertising Secrets Course
• Deep dive
• Remove the guesswork
• 4 Modules – over 8 hours of classes, reference material
• Private Facebook Group
• Bonuses
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Bonuses
• Facebook Ads Workbook
• Facebook Advertising terms guide
• Lifetime Access to private Facebook Group
• Lifetime Access to updates
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Two Options
• Basics – Self-paced course and bonuses: $97
• Premium: $147 (limited to 30) – Includes 2 live group Q&A Webinars
– Facebook Ads Client Intake Form
– Facebook Ads Client Prep Work
www.fbadvertisingsecrets.com/open
Price goes up March 6th!