Facebook Marketing Textbook

Module 4: Optimizing for supercharged performance.

Featuring Alex Houg

Follow on Twitter and Facebook!@AlexHoug

facebook.com/alexhoug

The Viral Cycle

Social ads are about amplifying user actions, not broadcasting creative

The Engagement Funnel: Ad Types

•Page Like (Interests+Friends Of Fans)•Page Like (Media Workplace)•Page Like (Custom Audiences)

•Page Post (Most Recent to Fans)•Page Post (Most Recent to Friends Of Fans)•Page Post (Custom Audience) •Page Post (Lookalike)•Sponsored Story (Page post Like to Interests)•Dark Post (Email Collection / To App or Tab)

•Conversion Pixel (Site Conversion Tracking)

Building Your AudiencePage Like Ads using interests and Friend-of-Fans (FOF)

If they like you, chances are, their friends will too!

Friend-Of-Fans (FoF) Friend of Fan information is key for marketing – Read why!

•Brand appears trustworthy from friends approval.

•Gets 5-10x response rates than from unconnected users

•Can only be used for users already connected to your page

Unpublished (Dark) Posts

•Don’t appear on your page’s timeline.•Can have ads ran to them.•Good for controlling which message you’re promoting to different audiences.

Why/how do I set these up? Learn here!

Conversion Tracking (Offsite) Pixel

•Is code placed on your site to signal when a user lands on a certain page.

•Used to track user behavior throughout conversion funnel and report.

Offsite what-now? Confused? Learn more here!

Building Your AudiencePage Like Ads using Workplaces

Building Your AudienceGaining fans using Custom Audiences(This is why we told you to grow your email list in Module 1!)

Engaging your fansPromoting your most recent post to your fans

Engaging your fansServing page post ads to a custom audience

Engaging your fansServing page post ads to lookalike audiences

Engaging your fansPromoting sponsored stories based on interests

Engaging your fansUsing unpublished (dark) posts to collect emails or attract to an app / tab

Turning Fans into CustomersUsing a conversion pixel to track conversions on your site

Every micro-target segment you make should have content tailored for the message you’re trying to reach them with.

Each Micro-target requires original content

Your Ad Campaign

Leads“This is how we can help

you”

Fans“Here’s an

event that’s coming up”

Media Outlets“Check out our original case study”

What’s some funny uses for a duffle bag? Let’s find out…

Need help finding interesting content? Use a service like Fiverr / Fancyhand

What you can do with a duffle bag

Module 3 Homework

Create a conversion pixel and integrate into your website

Upload a custom audience and let it populate

Create lookalikes from your custom audience

Create conversion campaign with 3 ads

Create ad combos (onion targeting)

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Thank You!for being a part of the

Facebook Marketing Textbook!The guide we send out at the end of each

live, recorded session will help you follow along later with implementing these techniques in your business.

Featuring Alex Houg

Follow on Twitter and Facebook!@AlexHoug

facebook.com/alexhoug