presents
Fundamentals of
Facebook Advertising
NOAH FREEMAN
@SocialFulcrum

Noah Freeman
Noah Freeman is the Vice
President of Acquisition and
Analytics of Social Fulcrum, a
digital marketing agency in NYC
and Boston. In addition, he
manages the online customer
acquisition campaigns for Testive
and Working Advantage. Noah's an
expert in Facebook advertising, in
addition to having heavy
experience in search retargeting,
site retargeting, custom
audiences, automated email
management, email marketing, &
lead nurturing. A graduate of
Harvard, Noah most recently
attended Startup Institute Boston
in the technical marketing track.

Facebook Advertising
Noah Freeman
@Social Fulcrum

Facebook Basics
● When it works:
● when you are selling something defined by WHO someone is, not time sensitive
!
● There are 2 ways to use Facebook
● As a social media platform
● Post to your facebook page, hope others share it, etc
● “New Facebook” makes this very inefficient
● As a targeted advertising platform
● This is what we are going to focus on
!
● How to make facebook work
● Experiment, experiment, experiment

Facebook Ad Structure
When Not Testing
Campaign: One campaign per
objective (sales, blog reads,
etc)
Ad Group:
Set Budget
Ad Group:
Set Budget
Ad:
Ad:
Ad:
Text & Text & Text &
Image Image Image
Ad:
Text
&
Image
Facebook chooses
which ad to run within
the ad group: good for
long term efficiency,
bad for testing
When Testing
Campaign: One campaign per
objective (sales, clicks, etc)
Ad Group:
Set Budget
Ad:
Text &
Image
Ad Group:
Set Budget
Ad:
Text &
Image
When testing ad text &
image, only put one ad
in each ad group, so
that all ads get equal
spend & exposure

3 Aspects to a Great Facebook Ad
● Facebook “Dial Settings”
● Ad content
● Audience

Setup Before Running Ads:
● Need a Facebook page & need to be admin
● Doesn’t matter if you have any fans, etc
!
● Need a Facebook ad account & need to be admin
!
● Facebook Conversion Pixels
● https://www.facebook.com/ads/manage/convtrack/
● Create one pixel for each stage of the process you want people to do
● Place the pixels on each page (instructions online)
● Each pixel must be a different “category”
● Each pixel goes on the page AFTER the behavior – ie the “Checkout” pixel goes on the “thank you”
page, NOT on the “checkout” page

Facebook Dial Settings: Part 1
● Start to create an ad: *à”Create Ads”
● Choose “Website Conversions” and enter your landing page
!
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!
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● Choose your conversion pixel that corresponds with “success” (i.e. checkouts, email
signups, etc.)- typically your thank you page

Facebook Dial Settings: Part 2
● Turn off “sidebar & right column” ads
● 2 places
!
!
● Bid Settings:
● Choose daily budget
● Bidding “For website conversions”

3 Aspects to a Great Facebook Ad
● Facebook “Dial Settings”
● Ad content
● Audience

Ad Content: Introduction
!
!
!
!
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Ad content is divided into image, and 3 distinct text fields

Image:
● Its purpose is to catch the eye
!
● Don’t:
● Boring product pictures
● Images that are “stockish”
● Obsess over image relevance
● No one cares about your logo
!
● Do - REMEMBER THE IMAGE IS ONLY TO MAKE PEOPLE SEE THE AD
● Kittens, puppies
● Striking, unusual images
● WHEN IN DOUBT, DEFAULT TO KITTENS & PUPPIES

Text: 3 Distinct Fields
● Text:
●
●
This is basically a headline
Don’t worry about informing, go for goofy & catching
●
“Every time you go skating on those lame skates your mother bought you, a kitten dies. Please, think of the kittens”
!
● Headline:
●
●
Very short, this part is clickable
Aggressive call to action “CLICK ME”
●
“Our skates rock. Join us!”
!
● News Feed Link Description:
●
●
Short description of what you are actually selling
“Rockn skates are designed to help you shred all night long, and won’t give you blisters! Learn more now”

Good & Bad Ads
A Mediocre Ad

Good & Bad Ads
A Mediocre Ad
A Better Ad

Exercise: Think of images and headlines for you
product

3 Aspects to a Great Facebook Ad
● Facebook “Dial Settings”
● Ad content
● Audience

Facebook Audience Choice
● Basic Demographics
● Age, gender, geography, language, etc
!
● Interest & Behavior Targeting
● Interests
● If someone “likes” the red sox, they are put in the
interest group “red sox”, “baseball”, “Pro sports” &
“Specator sports”
● What interests define your audience?
● Can be narrow or very wide
● Behaviors
● This is grouping supplied by facebook & other vendors
● Frequenty grocery shoppers, parents with kids at home,
new vehicle shoppers, etc
You have to
EXPERIMENT WITH
AUDIENCES A LOT
to figure out what
wins

Exercise
● For your product, what are you confident of about audience
targeting?
!
!
● What would you want to test?

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