In the fast-paced world of Facebook advertising, cutting edge is king, and the marketplace is rife with people selling silver bullets. Savvy marketers know they can’t lazily rely on a conversion campaign to get it done for them any longer: higher-funnel awareness, ongoing engagement and good ol’ fashioned brand building are key to kicking ass.

1. Meat & Potatoes to
Replace Pie In the Sky
Lessons in FB Advertising

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The problem: Gurus. Gurus everywhere.

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Facebook Ads feel like a hurricane.

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Let’s talk, folks. About real strategies.

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The most common issue I see
Did you know:
“Our results have tanked”
is usually related to
“We can’t spend anymore”?

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“Where did our results go?”

7. How Advertisers
Typically Use
Facebook

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The reality of the auction
Your targeted population is more than you’re actually
reaching.
It says this:

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But it’s really this…
Conversion
campaigns generally
have the highest
CPMs
Facebook recommends
50 conversions/week/ad
set for Conversion
campaigns.
Advertisers frequently
try and optimize
towards a high-value
action.
…and then campaigns
do cruddy.
Likely to
convert
Likely to watch
video Likely to
engage
with post

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Meat & Potatoes Tip: #1
Use Other Campaign Types to
Create Buying Funnels
Aka
“Funnels & Facts”

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You gotta branch out

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You need to try the opposite of what you’re doing!
Acquire
CHEAPER
Pay MORE for
consideration
Pay MOST for
action

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Funnels = Friends
Use cheaper campaign types
to cast a wide, cheap net and
identify interested users.
Lower Stakes = Lower Cost
• Users who watched 10sec of video
• Users who interacted with posts
• Submitted lead ad
Warm Audience
Hot, Hot, Hot!
• Video Views
• Reach
• Website Clicks
• Post Engagement
• Website Clicks
• Reach
• Conversion
Site visitor
retargeting
Site visit retargeting

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My current favorite funnels
Optimize for
Add to Cart
RT to Cart
Abandon
Optimize for
Engagement
RT to
Engagers
Optimize for
Video Views
RT to
Viewers

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Facts.
Video view funnel: 301% ROAS aggregate

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Facts.
Engagement funnel: $44.67 CPA aggregate

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What do you actually have?
Make a list of things that could be used as creative and/or creative
messaging.
(You might be surprised how much content you can repurpose that you never thought about.)

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Assign user commitment levels
Low: Little to no effort on the part of the user; passive in
nature
Medium: Low time commitment.
• User in control of consumption.
• Trading value for a chance to reconnect with
them (i.e., email capture)
High: Time/effort commitment for user

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Step 2
Campaign Types

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Use assets to determine campaign types & new
audience builds…
• Got videos?  Video view campaigns
• Downloadable content  Lead ad campaigns
• Healthy conversion data  Conversion campaigns

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Step 3
Audiences

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Audiences
• Email lists
• Website traffic
• Engagement audiences based on campaign types

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Meat & Potatoes #2
What You Might Be Doing Wrong With
Creative

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Why creative matters to your media cost
Higher relevance score
Lower CPM, more
reach

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Stack that social proof
Ad Set A Ad Set B

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Stack that social proof
Ad ID
Social
Proof from
Ad Set 1
Social
Proof from
Ad Set 2
Social
Proof from
Ad Set 3

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Stack that social proof

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Stack that social proof

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Reuse, reuse, REUSE!
Remember how I told you to run PPE
campaigns as a funnel?
Make sure you use that creative ID in your
conversion campaigns.

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Meat & Potatoes #3
What Do You REALLY Know About Your
Facebook Ad Audience?

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Facebook wants (and needs) to be more than a Feed

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It’s amazing when you use the right things

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Understanding users actions on a deeper level
Users did this, and then how many then did that?

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Example: Does social interaction mean anything?

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Yep! Use insights like these to drive funnel creation

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Don’t miss out on non-obvious user actions that mean $

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Retention over time date ranges

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Weeks away from the dates listed

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Voila! Retention over time

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Retention over time by cohort

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Another area to mine: Messenger

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Hmm. Conversations seem to convert…

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“Chatbots are a waste. Total shiny object.”

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P.S. This is not a small opportunity

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Meat & Potatoes Tip #4: Chatbots? Whuuuuuut are
those?
Automated conversations via a flow of triggers, questions, answers, and options
for the user.
• MobileMonkey
• ManyChat
• ChatFuel

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Visual Builders

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Exhibit A: Give me recipes!

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Exhibit B: Let’s spend money!

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Exhibit C: Help me choose something

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I decided to test remarketing ads using a bot

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And I tested it against ads for email list sign-ups…
$8.01 per email sign up
23% open rate
5-10% clickthrough

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The results were pretty neat…
$2.17 per sign up
100% opened
100%
clicked/interacted

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Clients are embracing the scale & automation…
• Product: education curve. Inexpensive, but
intimidating
• The strategy: remarket to those who didn’t
sign up, offering to answer questions.
• The results: 18% CTR, 8 out of 10 contacts
wound up purchasing

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You are now impervious to BS!

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And can take control over smart testing!

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“Btw, who are you, again?”

57. susan@susanwenograd.com
Give me a shout!
www.susanwenograd.com
@SusanEDub