This is a mindmap of the Facebook advertising system.

4. – Leads
– Sales
– Growing Audience
– Front end Freebie
– Back end Product

6. – Fans
– Custom Audience
• People who know you
• Customers
• Subscribers
• Connections
– Google+
– LinkedIn
• Custom Audience Pixel

7. – Retargeted Audience
• People who've been to your website
• Casual Visitors
• Fence Sitters
• Previous Buyers
– Look alike audience
• Twin /Dopplegangers
• Look like your fans
• Look like your customers
• Look like your retargeted audience

8. – Saved Target Group
• Spy
• Demographics
• Interests
• Behaviors

9. – Thrive Themes
– Thrive Themes
– Thrive Themes

10. – Set your budget and pricing options
– Specific to target audiences
– Optimize for conversions
– Ads
• Variations
• Intriguing content
• Image
– Match to your audience

11. • Call to action
– Button
– No Button

12. – Facebook ads
– Landing page conversion rate
– CPC
• Cost per Ccick
– CPL
• Cost per Lead
– CPM
• Cost per 1,000 Impressions

13. – CPA
• Cost per acquisition
– CTL
• Click to lead %
– CTC
• Click to conversion %
– RPL
• Revenue per lead %
– AOC
• Average order value

14. – IROAS
• Initial return on ad spend multiplier

16. John D. Hipsley
Ikon Graphic Communication
jhipsley@igc.org