This document provides 10 tips for advanced Facebook advertising: 1) Choosing the right campaign objective, 2) Creating target audiences, 3) Using the advertising funnel for long-term success, 4) Testing campaigns, 5) Understanding campaign budget optimization, 6) Unlocking the power of the Facebook pixel, 7) Using UTM parameters, 8) Leveraging Facebook automation, 9) Effective lead generation, and 10) Creating effective creative and copy. It discusses these topics at a high level and provides examples and recommendations for each tip.
3. Contents: The Top 10 tips
1. Choosing the right Campaign Objective
2. Creating your target Audiences
3. Using the Advertising Funnel
4. How and why you need to be Testing
5. Understanding Campaign Budget Optimisation
6. Unlocking the power of the Facebook Pixel
7. Why you should be using UTM Parameters
8. Did you know about Facebook Automation?
9. Effective use of Lead Generation
10.Putting forward your best Creative & Copy
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
4. 11 to choose from – where to start?
Choosing the right Campaign Objective
Traffic vs Conversions debate
If you’re a start-up then opt for
traffic to your website, as your
pixel won’t have enough data.
Make the move to conversions
once your Facebook pixel is up
and running.
More learnings = better
performing ads.
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
5. Creating your Target Audiences
Leverage advanced Facebook Audiences
There’s more options than just interest based audiences
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Start with a 1% lookalike
(closest match to your
source) → measure
effectiveness → scale
up to reach new users.
The better your seed audience
the more powerful your lookalike
audience will be.
Using a more qualified source i.e.
Purchasers will generate new
people similar to that!
6. Using the Advertising Funnel
Structure your campaigns for long-term success
Start with a 1% lookalike
(closest match to your
source) → measure
effectiveness scale up
to reach new users.
Awareness
KPI: Traffic + Reach
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Interest Targeting & Lookalike Audiences
View Product
Add to Basket
Purchase
Upsell/Cross-sell
Consideration
KPI:
Engagement + Qualified Traffic
Conversion
KPI: Sales + ROAS
Prospecting
(lower expected ROAS)
Retargeting
(higher expected ROAS)
}
}
7. Put your hypothesis up to the test: Lead with statistically significant results
How and why you need to be Testing
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
8. How to get the most out of Facebook’s new optimization tool
Understanding Campaign Budget Optimisation
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Know what you or your
clients monthly
Facebook budget is?
Manage spend easier
at campaign level & let
Facebook do the
optimisation for you!
9. The Facebook pixel main’s objective is to:
Gather data from your website and to simultaneously communicated that data with Facebook
Helping to link your website to an audience on Facebook who have taken similar actions you selected as your objective
Unlocking the power of the Facebook Pixel
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Google Chrome pixel helper lets
you see what events are being
traced on the website.
10. E-commerce business? Tracking the effectiveness of your social campaigns beyond just
Facebook metrics is critical to making data-led decisions for future activity.
Example: utm_source=facebook&utm_medium=social&utm_content=yourcampaignname
Why you should be using UTM Parameters
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Create a uniformed naming
convention for all of your
campaigns.
Attribute traffic, bounce rate,
new users and most importantly
revenue to your campaigns in
Google analytics!
11. Did you know about Facebook Automation?
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Creating rules to get more out of your campaigns on autopilot
Apply your rules to
specific campaigns or
ad-sets.
Easy to set-up & works
as a ‘if this then than’
methodology. Great
when working across
multiple accounts.
12. Effective use of Lead Generation
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Grow your email list through lead-gen campaigns
Lead generation campaigns
can be a great alternative if
your website or landing page
is underperforming.
Remember to either sync your
leads with a CRM or manually
export to follow-up & begin
the sales process.
The benefit of lead
generation campaigns are
that it’s all done native in the
platform.
Customers chose to go onto
the Facebook app, so you’re
not disrupting them by
keeping them there.
13. Putting your forward your best Creative & Copy
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Used against the right person at the right time & place
If you are using automatic
placements then don’t neglect your
creative in each area.
Change according to the correct
ad-placement specifications.
Snap
Benefit
Action
To your ‘cold customer’
utilise the ‘snap, benefit +
action method.
To ‘warmer customers’ build
in trust by using testimonials
& friendly reminders to get
the conversion over the line.
14. Let’s make it brilliant together
hello@brilliantagency.co.uk
