Do you want to learn how to get better results on Facebook? View Rocco's #SEJThinkTank webinar to learn 15 methods to optimize existing campaigns and dive into more complex and effective Facebook Ads marketing strategies

2. • Digital Nomad
• “Most Valuable Professional Award” by
Microsoft for work on Bing Ads
• Google Partners All-Stars Winner
• Google Success Panel Speaker
• Stevie Awards, SEMY Awards, European & US
Search Awards
• SEJ Contributor

3. TESTED 17K
FACEBOOK ADS

4. CROSS-CHANNEL
REMARKETING
Optimize targeting by leveraging existing traffic:
Retarget people on Facebook who first came via Google
AdWords/Organic/Etc with remarketing & custom audiences.
@Rocco_Zebra_Adv
#SEJThinkTank

5. @Rocco_Zebra_Adv
#SEJThinkTank

6. OPTIMIZE DESKTOP
NEWS FEED &
RIGHT-COLUMN
ADS SEPARATELY
• Optimizing campaigns by device, placement and any other targeting option.
• Facebook allows you to customize your targeting for desktops in a submenu
of the Placement menu at the Ad Set level.
@Rocco_Zebra_Adv
#SEJThinkTank

7. @Rocco_Zebra_Adv
#SEJThinkTank

8. TEST DIFFERENT
IMAGES
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#SEJThinkTank

9. 1.1% CTR
2.2% CTR
1.4% CTR
@Rocco_Zebra_Adv
#SEJThinkTank

10. KEEP MOBILE &
DESKTOP
SEPARATE
• Optimize your ads, bids and conversions based on device.
• Ads and calls to action are likely to perform differently on desktop versus
mobile, and any ad setup should take that into account.
• Power Editor: select the device targeting directly from the Ad Set Menu.
@Rocco_Zebra_Adv
#SEJThinkTank

11. #1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

12. #3
@Rocco_Zebra_Adv
#SEJThinkTank

13. SEGMENT
AUDIENCES INTO
AD SET
@Rocco_Zebra_Adv
#SEJThinkTank

14. AD SET 1
• AdWords
• AdWords
Export
• Google
Certification
• Program
• Facebook Ads
• Facebook Marketing
• Facebook Marketing
Solutions
• Facebook Marketing
Hour Day
• Online
Advertising
• Digital
Marketing
• Marketing
Online
AD SET 2 AD SET 3
@Rocco_Zebra_Adv
#SEJThinkTank

15. INSTALL MULTIPLE
CONVERSION
PIXEL
@Rocco_Zebra_Adv
#SEJThinkTank

16. #1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

17. OPTIMIZE BY
CONVERSION
TYPE
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18. #1
#2
@Rocco_Zebra_Adv
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19. USE MORE THAN
ONE CONVERSION
PIXEL
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#SEJThinkTank

20. @Rocco_Zebra_Adv
#SEJThinkTank

21. TARGET BY
BEHAVIORS
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22. #1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

23. #3
@Rocco_Zebra_Adv
#SEJThinkTank

24. #4
@Rocco_Zebra_Adv
#SEJThinkTank

25. TARGET BY
INCOME
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#SEJThinkTank

26. #1
Behaviors
@Rocco_Zebra_Adv
#SEJThinkTank
@Rocco_Zebra_Adv
#SEJThinkTank

27. @Rocco_Zebra_Adv
#SEJThinkTank

28. SET UP A
REMARKETING
PIXEL
@Rocco_Zebra_Adv
#SEJThinkTank

29. #1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

30. #3
#4
@Rocco_Zebra_Adv
#SEJThinkTank

31. IDENTIFY
PROFITABLE
AGE GROUPS &
GENDERS
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#SEJThinkTank

32. #1
#2
#3
@Rocco_Zebra_Adv
#SEJThinkTank

33. TEST LOOKALIKE
AUDIENCES
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#SEJThinkTank

34. #1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

35. #3
#4
@Rocco_Zebra_Adv
#SEJThinkTank

36. TARGET AN
EMAIL LIST
Facebook allows you to create a custom advertising
audience based on email lists.
@Rocco_Zebra_Adv
#SEJThinkTank

37. #1
#2
@Rocco_Zebra_Adv
#SEJThinkTank

38. .csv
.txt
Phone
Numbers
Facebook
User IDs
Mobile
Advertiser
IDs
Email
Addresses
@Rocco_Zebra_Adv
#SEJThinkTank

39. TEST BIDDING
STRATEGIES
Find out what reduces the cost per conversion but still gets enough volume.
Recommend start with CPC & Conversion Optimizer.
Set up your bidding method at the Ad Set level in the Optimization and Pricing
section, shown here.
@Rocco_Zebra_Adv
#SEJThinkTank

40. The three main bidding types:
• cost per click
• cost per thousand
impressions
• conversion optimizer
(requires conversion code)
@Rocco_Zebra_Adv
#SEJThinkTank

41. Whenever you bid per click
or use the conversion
optimizer, you can decide
your maximum cost per
click or target cost per
acquisition, or let Facebook
pick a value for you.
@Rocco_Zebra_Adv
#SEJThinkTank

42. SCHEDULED ADS
Facebook allows you to segment your ads by days and hours. This option is
available only with a lifetime budget and not with the daily budget option.
@Rocco_Zebra_Adv
#SEJThinkTank

43. Lifetime Budget: total budget of an
ad set, technically no daily limit.
Right choice if the campaign has a
reliable performance pattern that has
been proven successful over time.
@Rocco_Zebra_Adv
#SEJThinkTank

44. R O C C O B A L D A S S A R R E
Founder & CEO
Zebra Advertisement
r.baldassarre@zebraadvertisement.com
www.zebraadvertisement.com
T W I T T E R : @Rocco_Zebra_Adv