Getting More From Facebook Ads

Getting More From
Facebook Ads $
Jason Lauritzen, Social Media Program
Manager: Houston Methodist
@jasonlauritzen

@jasonlauritzen
TRACK RECORD +
QUALIFICATIONS
Social Media Website Assists
12,949 Conversions
7,104
In Direct ROI
Over $1 Million
Certifications In ⟶
Social Media Campaigns Launched
Over 350

3 3@jasonlauritzen
FACEBOOK ADS ARE
POWERFUL BUT …
If you’re only clicking this
or buying page likes,
that’s a BIG FAIL.

5
SIGNS OF CRUSHING IT
WITH FACEBOOK ADS:
 Positive ROI
 Advertising Efficiency
 Getting Credit for Marketing
Assists
 Actionable Insights
@jasonlauritzen

@jasonlauritzen
1
 Keeps everything (analytics, pages, advertising accounts, etc.) in one location
 Provides access to features sooner than a personal Ads Manager account
 Ensures that if “the social media person” leaves, your advertising history doesn’t go with them
 Allows you to collaborate with vendors/partners
Sign up for a Facebook Business
Manager Account

@jasonlauritzen
2 Familiarize Yourself With
Facebook's Ad Policies
 Learn what’s OK/not OK from a copy, image
and targeting standpoint
 Learn how to file an appeal if your ad is
rejected
 Understand industry-specific content
restrictions

@jasonlauritzen
3
 Not familiar with a topic, or even know what’s possible? Take quick, 5-to-15-minute courses on:
 Targeting
 Ad types
 And More …
Take Additional Courses on
Facebook blueprint

@jasonlauritzen
4 Install and Customize Facebook
Pixel
 The pixel is critical to building custom and lookalike
audiences, as well as tracking website events
 Select “Use Advanced Matching” to pull in additional
customer data like email address or phone numbers
 Work with marketing and web/development teams to set
up URL-specific events, e.g., “thank you” pages, as well as
custom events, e.g. button clicks, page timers, etc.

@jasonlauritzen
5
 Access at Settings ⟶ Ad Account Settings ⟶ Attribution
 Max click window is 28 days
 Max view window is 28 days
 However, this is set to 1 day by default, so keep that
in mind if you think ad views should count toward
attribution

@jasonlauritzen
 Suggested app
 Generate app installs
 Boosted post/content
 Get more reach and engagement
 Discreet video views
 Optimize video content for cheaper delivery
 Link clicks
 Generate affordable website traffic
 Tie ad bidding and optimization to clicks, conversions
 Canvas
 Generate landing page-like mobile experiences
 Event responses
 Generate registrations/RSVPs for your events
 Lead generation
 Get opt-ins, email subscribers, etc.
 Collection
 Showcase a gallery/catalog of products
 Offer redemption
 Online or offline promo/discount codes

15 15
AND LAST AND DEFINITELY
LEAST …
@jasonlauritzen
Page likes. Seriously, like never use
these – ever.

@jasonlauritzen
Core Audiences
* 72 Hilarious Posters of Real Design Feedback from Clients

@jasonlauritzen
Custom + Lookalike Audiences

@jasonlauritzen
 Ads Manager ⟶ Assets ⟶
Audiences ⟶ Create Audience ⟶
Custom Audience

@jasonlauritzen
 Ads Manager ⟶ Assets ⟶ Audiences ⟶ Create
Audience ⟶ Lookalike Audience
 Keep audience size small as the larger you make
the lookalike this less it resembles the custom
audience you’re trying to mirror
 Audience Overlap shows you if you’re diluting
targeting pools by showing your messaging to the
same prospects

@jasonlauritzen
FACEBOOK CAMPAIGN STRUCTURE

@jasonlauritzen
 House ad sets
 Based on advertising
objective
 House ads
 Define targeting, budget,
schedule, bidding and
placement for ads
 End product for users
 The final creative (copy,
imagery/video, CTA, etc.)

@jasonlauritzen
 You can have unlimited campaigns
 Campaigns can have unlimited ad sets
 Each ad set can have up to 6 ads

@jasonlauritzen
AD CAMPAIGN PREQUESITES

@jasonlauritzen
1
 This is No. 1 because it must be done first and is the most
important
 Get your stakeholder(s) to commit to a trackable, relevant KPI
 There really should only be one KPI, but you can have
multiple supporting metrics
 For example, leads is a KPI, whereas click-through rate
(CTR) would be a metric

@jasonlauritzen
2
 Standardize how you build UTM-coded Google Analytics links
for social
 Keep all your campaign names in one place so team members/vendors that work in different areas (PPC,
display, etc.) don’t create multiple campaigns for the same thing
 This allows easy slicing and dicing of data later to see which campaigns are most efficient

@jasonlauritzen
3
Must always be “facebook.com”
Always have set as “social”
Should be consistent with UTM sheet
Good area for variants and copy keywords
Good area for ad type and image
description

@jasonlauritzen
4
 You can run ads with more than 20%
text
 However, my tests have shown 95%
less reach and 104% higher CPM
 Facebook delivers videos without
sound by default, so it’s worth the
effort to generate subtitles

@jasonlauritzen
5Create Ad Rules
Apply rules at account, campaign, ad set or ad level
Turn off ads, adjust budget, adjust bid or send notification only
Conditions/metrics and values that trigger rule(s)
Lifetime, previous day and last 3,7,14 and 30 days

@jasonlauritzen
AD ORDER WALKTHROUGH

@jasonlauritzen
1
 3 objectives categories:
awareness, consideration
and conversion
 Choose a campaign name similar to
your UTM campaign name

@jasonlauritzen
2
Where you include and exclude custom and lookalike audiences
Filter location by everyone, living in, recently in or traveling
Include and exclude by geography (country, state, city, DMA, zip
and specific address)
Powerful area as you can search for interests and behaviors
Include and exclude people connected to your page, app or
have responded to events
Save a built audience (useful for personas/cohorts)
Instruct Facebook to use lookalike-similar audiences

@jasonlauritzen
3
Do you want mobile, desktop or both?
Deliver ads outside Facebook to mobile apps, resulting in
an additional 6-10% more impressions
Include and exclude devices, operating systems, as well as
exclude troublesome categories (like gambling) and
upload custom website block lists

@jasonlauritzen
4
Budget can be daily or lifetime (you’ll use lifetime more)
How you’ll be charged (clicks, CPM, engagement, etc.)
Use automatic (unless you feel like gambling)
Optimize for people most likely to click, engage, etc.
Run 24/7 or daypart
Select “Advanced Options” to see all these fields

@jasonlauritzen
5
 Name your ad set something that is self-identifiable
 Set lifetime budget to one day and
play with dollar amounts to achieve
desirable market saturation

@jasonlauritzen
6
 Select image or video format
 More often than not, you’ll be using
single images
 Select up to 6 images via built-in stock
images or by manual upload
 Preferred image size is 1,200 x 628
pixels

@jasonlauritzen
7
UTM-coded link goes here
Headlines 30 characters or less work best
Keep to 2 short sentences or less
Select your CTA (none, learn more, shop now, etc.)
Only visible on desktop, but worth customizing if you are
using a lot of desktop-exclusive ad units
Helpful for shortening URLs, e.g., removing subdomains

@jasonlauritzen
8
 Preview the ad in all the placements you’ve selected,
as well as cycle through all the images you want to try
 This area dynamically updates so you can see your
changes (such as copy or imagery) in real time

@jasonlauritzen
9
By default, Facebook
gives every ad in an
ad set the same URL,
which makes tracking
messy and inaccurate
Once you click “Edit” for an ad, scroll to
the website URL and paste in the
appropriate UTM-coded link and then
click “Confirm and Close” to save your
changes

@jasonlauritzen
As MarketingExperiments notes*, “This isn’t Mad Libs.” A good test identifies a real (or potential)
problem and proposes a solution, making sure to tie results to a firm KPI.
* A/B Testing: Example Of A Good Hypothesis

@jasonlauritzen* The Difference Between A/B Testing, Multivariate and Split URL Testing
A/B Testing
 50/50 split on traffic or budget to
determine which ad or landing page
is winner
 Useful for high traffic sites and pages
that aren’t time sensitive, e.g. Black
Friday sale
Multivariate Testing (MVT)
 Equal splits on traffic or budget to
determine which ad or landing page
is winner
 May result in more conversions, but
harder to pin precise conversion
driver

@jasonlauritzen
 Make sure your sample size is
large enough by using an A/B
testing calculator
 Keep in mind influencing factors
like holidays, day of week, etc.
 Don’t peek and call your test
early
 If the calculator says to wait,
then wait, as a regression to
the mean is common

47 47
DON’T SWEAT THE SMALL
STUFF – TEST NOTICEABLE
CHANGES.
Don’t do silly things like test which
color button converts best. You do
that and you’re going to get this
reaction.
@jasonlauritzen

@jasonlauritzen* A more efficient way to do A/B tests (explained with memes)
Multi-Armed Bandit Testing
 Focuses on maximizing returns in short time window
 Minimizes regret as you can run more tests more frequently, leading to
greater returns
 Can produce quicker learnings (often misrepresented as “earning
without learning”) but rarely statistically significant

@jasonlauritzen
 Determined at objectives level (leads, CTR, etc.)
 You max out at three tests, e.g., A/B/C
 Can only test three variables:
 Target audience
 Delivery optimization
 Ad placements, e.g., Newsfeed vs.
Audience Network

@jasonlauritzen
 Keep this focused on
the objective, e.g., leads
or link clicks
 Use the ad sets to house
targeting, placement, copy
and/or image changes
 Use the ads within the ad
sets to test either copy or
image effectiveness
 Facebook will automatically
bandit test ads against one
another

@jasonlauritzen
 Asthma-specific copy
 A-1 targeting: ages 21-64 in relevant
zips + $50k+ incomes
 A-2 targeting: Previous criteria +
website retargeting, lookalike + opt-ins
 Depth of treatment copy
 A-1 targeting: ages 21-64 in relevant
zips + $50k+ incomes
 A-2 targeting: Previous criteria +
website retargeting, lookalike + opt-ins

@jasonlauritzen
Ad Set Micro Conversions Appointments Cost Per Action Conversion Rate
A-1 33 0 $45.45 0.90%
A-2 8 0 $124.99 0.41%
B-1 39 0 $38.46 1.11%
B-2 35 16 $19.61 2.86%

56 56
“HOW’D THE CAMPAIGN
DO?”
If you’re only tracking vanity metrics
– things like Facebook likes,
engagement, etc. – then you’re
going to get familiar with this kind
of body language.
@jasonlauritzen

@jasonlauritzen
Accessed at Acquisition ⟶ Campaigns ⟶ All Campaigns
Sort by a secondary dimension we UTM coded for like Ad Content to see which image converts best

@jasonlauritzen
For the previous campaign we were looking at, I wonder if mobile or tablet converted more?
Ah, mobile is the winner! But which mobile device brand converted best? I’m going to guess Apple …
Samsung devices not only converted the most, they had best conversion rate (per sessions volume). Might want
to bid exclusively or more on Samsung phones for future campaigns.

@jasonlauritzen
 When looking at campaigns in Google
Analytics, we’re talking about last-click
or last-touch attribution
 Someone came from Facebook and
convert after they clicked the ad
 But shouldn’t we get credit for assisting
in the decision-making process? I’ll let
Nic Cage answer …
* Image from Hedges & Company

@jasonlauritzen
Accessed at Conversions ⟶ Multi-Channel Funnels ⟶ Assisted Conversions
 Max out the attribution/lookback window to 90 days
 This means Google Analytics cookies the initial visit and gives your
campaign credit for any goal firing within a 90-day window
Change your primary dimension to Other ⟶ Acquisition ⟶ Campaign ⟶ Enter UTM campaign name

@jasonlauritzen
You can do this, but it has limitations:
1. Report readers need access to Facebook ad account
2. It’s a raw data dump, i.e., it’s not pretty
3. It doesn’t provider stakeholders/business owners with context
4. It can’t pull in your website analytics for additional context
OR

@jasonlauritzen
 Sort and filter by campaign name, type, creative and other criteria
 Pick the KPIs that matter most to your business (and add others, if needed) and fill in via your data sources, e.g.,
Facebook, Google Analytics, etc.

@jasonlauritzen
AND/ORRevenue
Spend
= ROI (%)
Revenue - Spend = ROI (Net)
Spend
# Leads
= Cost Per
Lead
Spend
# Engagements
= Cost Per
Engagement
OVER TIME OVER TIME

@jasonlauritzen* Image from Getting Lean and Agile: Case Study of Quiz Run
Passion isn’t enough. There are plenty of passionate
people who continually fail. Goals aren’t enough, as, by
their nature, they’re shortsighted. Construct systems
that work for you and you can pivot with relative ease.

@jasonlauritzen
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Getting More From Facebook Ads

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