A deep dive into the correct setup, use and delivery of facebook advertising. We will cover how to maximise the powerful ad targeting tool to ensure that your Adspend and campaigns deliver you results.

1. Aaron Taylor
CHIEF MARKETING OFFICER,
INCYCLE MARKETING
DUBAI, UAE ~ OCTOBER 22 - 23, 2019
DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast
DIGIMARCONDUBAI.AE | #DigiMarConDubai
Facebook Advertising
Master Class
MASTERCLASS

3. Agenda
Advertising Stats01
Challenges02
Tools03
Audiences04
Advert Setup05
Metrics06
Scaling07

4. Facebook Advertising Stats
11 Over 2bn people can be reached using Facebook advertising.
Incredible Advertising Reach
3 73% of people say they use Facebook for professional purposes.
Emerging B2B Platform
2 52% of consumers were influenced by Facebook when making
both online and offline purchases—and rising.
Makes You Money
4 Facebook’s hyper-targeted Custom Audiences feature lets you
advertise so specifically that advertisers have seen their new
customer acquisition costs decline by as much as 73%.
Hyper Targeted

5. The Major
Challenges
Experienced
Most businesses face these challenges and simply have
no idea why.
No Conversions. Money
spent but nothing being
made.
Wrong Audience. The
people being reached simply
are not the right ones.
Ad Relevance. Scores are
low and seemingly irrelevant
to target audience
Budget Drained. Your
campaigns are stopped as
you reach your daily spend
early.

6. The Core Tools
Pixel Custom
Audiences
LAA Events

7. The Pixel
The Facebook pixel is code that you place on
your website. It collects data that helps you
track conversions from Facebook ads, optimise
ads, build targeted audiences for future ads,
and remarket to people who have already taken
some kind of action on your website.
It works by placing and triggering cookies to
track users as they interact with your website
and your Facebook ads.
The Facebook pixel provides important
information you can use to create better
Facebook ads, and better target your ads.

8. Custom Audiences
A Custom Audience from a list is a type of
audience you can create made up of your
existing contacts. You can target ads to the
audience you've created on Facebook,
Instagram, and Audience Network.
You upload, copy and paste or import your
hashed list, then we use the hashed data from it
to match the people on your list to people on
Facebook.

9. Lookalike Audiences
A Lookalike Audience is a way to reach new
people who are likely to be interested in your
business because they're similar to your best
existing customers.
You can choose the size of a Lookalike Audience
during the creation process. Smaller audiences
more closely match your source audience.
Creating a larger audience increases your
potential reach, but reduces the level of
similarity between the Lookalike Audience and
source audience.

10. Events
Facebook events are, usually, automatically
tracked actions that a user takes on your
website; e.g. filling out a form or page views.
These can be used to build up a picture of what
your web visitors are doing and how you can
use this data to find new potential customers.

11. Saved audiences are where you begin to create the targeting
for your Facebook advertising campaigns. If you truly
understand your audience, then it will be easy to reach them.
This is the beginning of the advertising journey.
Get this right and 90% of the work is done.
Saved
Audiences

12. You’re Doing It Wrong
99% of Facebook advertisers have no idea how
to do research.
This is why 99% of advertising campaigns aren’t
successful for businesses.
Most targeting is far too broad.
You’re probably not testing enough options.
You’re not tracking the right metrics.

13. Proper Targeting Setup
Break down interests and build advertising
interest sets.
Audience sizes need to be between 100-600k
MAX.
Be exhaustive – create as many as you can.
Create spreadsheet and list each subsection
within your niche.
Laser target using exclusion audiences.
Let Facebook help with suggestions.

14. An Example
Cat Lovers – Cat Breed Audience

15. The Campaign Types
01
PPE
02
Conversions
03
Lead
Generation
04
Video
Views
05
Traffic
Convert Facebook users directly into
sales.
02
Get more people to watch your
videos.
04
Build your database and get signups
using Facebook forms.
03
Post Page Engagements: Get more likes, shares &
comments.
01
Get more visitors to your
website or landing page.
05

16. CBO
Campaign budget optimization (CBO) makes the
most efficient use of your budget spending to
get you the overall best results, and ensure that
the cost of those results align with your bid
strategy.
A campaign budget is a budget you set at the
campaign level (rather than the ad set level).
The amount you set can apply to each day the
campaign runs (daily budget) or over the
lifetime of the campaign (lifetime budget). All
campaign budgets use campaign budget
optimization.

17. Dynamic Creatives
Dynamic creative helps advertisers
automatically deliver high-performing
combinations of their creative assets to their
audiences.
Dynamic creative accepts the basic components
of a Facebook ad (image, video, title,
description, etc) and automatically generates
optimized ad combinations based on these
components.
These ads are then served across placements to
explore the performance of each creative
element within the given audience. Dynamic
creative ads can be applied to Conversion,
Traffic, Video Views, Reach, Brand Awareness,
and App Install campaigns.

18. Placements
The places where you can run your ads are
called Placements.
Depending on the objective you choose
when you create your campaign, your ads
can appear on Facebook, Instagram,
Messenger and Audience Network.
In Ads Manager, placements are grouped
by how people will experience your ad
across platforms. For example, people will
have a similar experience with your stories
ads on Facebook, Instagram and
Messenger.

19. Metrics & Reporting
TextTextTextText
There are so many things to track in Facebook ads. Often the wrong
things are tracked which leads to advertisers making the wrong
decisions.
From Facebook Campaigns
Reporting The Right Data

20. CPC Cost Per Click
An indicator of good targeting
• Anything below $1 is good
• The lower the CPC the more traffic you
drive

21. CTR Link Click Through
CTR will give an indication of good ads
• 0.5 per cent spend will be good
• Anything above 1% is good

22. CPM
CPM is the most important indicator
• What are you paying to reach 1000
people?
• Lower the CPM the better
• Will be all over the place for a couple of
days
• Anything below $10 is excellent

23. Scaling & Automation
0
1
2
3
4
5
6
Option 1 Option 2 Option 3 Option 4
Criteria
Campaign
Action
CPC Conversions Increase Budget
Automated Rules
When you created automated rules in Ads Manager, they
automatically check your campaigns, ad sets and ads, and then
update or notify you of any changes. In addition to these
automatic checks and notifications, the tool will also take the
necessary actions for you. When you create an automated rule,
you choose:

24. Automation Rules
Advanced tools for Facebook advertising.
Can automatically scale well performing
campaigns.
Can shut off poorly performing campaigns
Use only when running winning adsets.

25. Go Out And Facebook!