BuzzSumo Experts Series Webinar with Andrea Vahl

2. Here’s What You’ll Learn. . .
• When to Boost a Post and when NOT to
• How to split test your ads to make sure you are getting the
cheapest cost per click
• How to read your Facebook Ad reports so you know what’s
working and what isn’t
• How to test what types of content work best on Facebook

3. My Story

5. Today

6. A Little More ABOUT ME
Co-author of Facebook Marketing All-in-One for Dummies
Community Manager for Social Media Examiner for 2 years
Creator of Facebook Advertising Secrets online course
Cofounder of Social Media Manager School
Used Grandma Mary – Social Media Edutainer to start my blog
Stand up comedian

7. Facebook Advertising
Fundamentals

8. Where do
Facebook
Ads Appear?

9. Ads can
be
HIGHLY
relevant

10. Facebook
Profiles give Ad
targeting data

11. Top 3 Mistakes
people make
with
Facebook Ads

12. Top 3 Mistakes in Facebook Ads
1. ONLY using the Boost Post option on
Facebook
2. Not split testing multiple ads
3. Not looking at the ad reports correctly

13. Facebook Ads
offer so much
more than just
the Boosted Post

15. Boosted Posts – Watch your ROI
Boosted Posts are limited in how
they are optimized. Test this
option against Conversion Ads if
your real goal is conversions
(need the Facebook Pixel).
Use Boosted Posts to re-engage
your current Fans or warm
audience for better results.

17. Evaluating Results – not all bad
• 76 Engagements
• $7.59 spent
• 32 Link Clicks
• $0.10/engagement
• $0.24/link click

18. Evaluating Results
• 67 Engagements
• $3.23 spent
• 10 Link Clicks
• $0.05/engagement
• $0.32/link click

19. Rule #1
Only Boost
Your Best
Content

20. Look at Post Data in Insights

21. Switch to Engagement Rate
Engagement Rate is the percentage of people who
interact with your post of those who have seen it.
Interaction over Reach.

22. Look for Engagement Rate over 5%

23. Easily Analyze Your Content with
Buzzsumo

24. Segment content

25. Rule #2
Know your
Goals and Key
Performance
Metrics

26. Good Candidate for Boosting
My Key Metric is
Link Clicks

27. Boost to my warm audience with
Custom Audiences

28. Split testing to
save money

29. Split Test Demographics First
Ad Set #1
US, Women 35-55
Keywords: Small
Business Saturday,
Entrepreneur
Ad #1 Ad #1Ad #1
Ad Set #2
US, Women 35-55
Keywords: Marie
Forleo, Ali Brown,
Success Magazine
Ad Set #3
US, Women 35-55
Job Titles: Marketing,
Social Media Manager
Campaign

30. Split Testing Ads – Local Business
Ad Set #1
Local area +
demographics
Ad
Image #1
Ad
Slideshow Video
Ad
Image #2
Ad Set #2
Local Area +
demographics
Ad Set #3
Local Area +
demographics
Campaign

31. Find your best keywords with
split testing

32. Then test images

33. Understanding
Ad Reports

34. The Key to your Success: Reports

35. Customize Report Columns
to see the right data

36. Performance and Clicks
Best Default Ad Report

37. Use the Breakdown View to Get More
Data

38. 38

39. Testing Your Content

40. Step 1: Create Engaging Content

41. Step 2: Test different ad methods
and optins

42. Facebook Ads Analysis

43. Key Takeaways:
1. Amplify content that is
already working.
2. Test at least 2 different
ads.
3. Watch your key
performance metrics to
determine your success.

44. Thank you!
Connect with me
www.andreavahl.com
FREE Facebook Ads Training:
www.fbadvertisingsecrets.com/freecourse