How to Run Facebook and Instagram Ads

1. WHY MOST FAIL,
BUT YOU WONT
CRUSH IT WITH
FACEBOOK ADS
Part 1
Taught By Molly O’Kane
bloggerithm.com
https://www.flickr.com/photos/toomuchdew/

2. Why are you
excited about this
class?
https://www.flickr.com/photos/jdhancock/

3. My Promise to You
1. What makes a successful Facebook ad
2. Loads of ideas to try out
3. Tips to make your life easier!
In about 2 hours you’re going to learn:

5. Meet Molly
Social Media & Marketing Consultant
With over a decade of starting new programs
from scratch, speaking, and most
importantly, real-life, in-the-trenches
business experience.
I started helping small business owners over
three years ago deal with the sometimes
overwhelming marketing, advertising &
social media aspects of starting a new
business.

6. http://newsroom.fb.com/company-info
1.86

7. 79
32 31 29
24
0
10
20
30
40
50
60
70
80
90
100
Facebook Instagram Pinterest Linkedin Twitter
79% of Adults are on Facebook
% of Adult Internet Users
Pew research July 2016

8. http://www.socialmediaexaminer.com/facebook-marketing-why-it-is-time-to-rethink-everything-mari-smith/
300 Visible Posts
5000
Pages
5000
Friends
6000
Groups

9. How People Use
Facebook
• To pass the time,
• Connect with friends & family members or
• To be entertained by the content they encounter.
• People aren’t searching for anything in particular.

10. Facebook Pixel
Before Running
Any Ads:
1. Add your Facebook
Pixel to your website
2. Test Using Chrome
Extension Facebook
Pixel Helper https://www.facebook.com/business/help/952192354843755
https://www.shopify.com/guides/facebook-advertising/pixel

11. Customer Stages

12. https://www.youtube.com/watch?v=iXfEc4wG208

13. Customer Stages
In the village a beautiful young girl
feels lonely and misunderstood,
because she reads books, and
seems to be the only one.
She daydreams about getting out,
getting a better life, meeting a
prince.
Strangers

14. Customer Stages
Acquaintance
Belle, the girl, goes
looking for him, finds him
there and pleads to let
her father go, in return
for her staying there with
the beast. It's a done
deal and Belle is now
trapped in the castle with
the beast and his staff.

15. Customer Stages
Causal Friend
After Gaston failed,
Belle was reunited
with the Beast.

16. Customer Stages
Intimate Friend
Belle did in fact fall in
love with the Beast,
thus breaking his
spell.

17. Customer Stages
Marriage
Belle did in fact fall in
love with the Beast,
thus breaking his
spell. Marriage

18. Let’s Play a Little Game:
New Product Line Launch
Most
Effective Least
Effective
Marriage
Intimate Friend
Casual Friend
Stranger
Acquaintance

19. Now Let’s Translate this to Facebook Audiences
Marriage Intimate Friend Casual Friend Acquaintance Stranger
Custom Audience
Look A Like
Audience
Core
Audience

20. Some estimates put the cost of attracting a new customer at 5x
more expensive than selling again to an existing client.
Custom Audiences perform better than other types of ads; reach
people who already have a relationship with your brand.
https://www.invespcro.com/blog/customer-acquisition-retention/

21. Custom
Audience
1. Create Custom Audiences off of existing
customer data, including emails and phone
numbers
2. Build Custom Audiences off of retargeting
data, including website visitors and app
users
3. Create Custom Audiences off of Facebook
engagement data

22. Custom
Audience
Existing customer data, including
emails and phone numbers
Must be able to match at least 100
to use
How to Create a Custom Audience
1
email fn ln value
elizabetho@fb.com Elizabeth Olsen 20.1
andrewj@fb.com Andrew Jamison 1342.8
margaretj@fb.com Margaret Johnson 600
johnd@fb.com John Doe 505

23. Custom
Audience
Retargeting data, including website
visitors and app users (Must have 20
matches to use)
Too Small Tips:
• Expand data range,
• Pair with an AdWords campaign &
check back when large enough
2

24. Custom
Audience
Facebook engagement data
(Must have 20 matches to use)
Too Small Tips:
• Expand date range
• Pair with an Facebook reach
campaign & check back when
large enough
• Post Consistently
3

25. Lookalike
Audience
• From your customer data Custom
Audiences
• From your retargeting data Custom
Audiences
• From your engagement data Custom
Audiences
How to Create A Look A Like Audience
https://www.flickr.com/photos/kkendall/

26. Lookalike
Audience
• Start at 1% match
• Increase your percentage points from
there as needed
• (making sure to exclude your previous
audience from your next campaign
• Expect that your conversion rates may
go down as your audience grows larger
& their specificity diminishes
https://www.flickr.com/photos/kkendall/

27. Core
Audience
• Use any demographic data you have,
narrowing your target audience as much
as possible
• Location
• Demographics
• Interests
• Behaviors
• Connections
https://www.flickr.com/photos/halfrain/

28. Core
Audience
• Least effective type of targeting.
• Why: you’re targeting by characteristics –
not necessarily actions or intent.
Exceptions to this rule
• Targeting based on hobbies, sports
fanaticism or passions where users are
particularly interested in specific topics may
be enough to convert them right away.
https://www.flickr.com/photos/henriquev/
somebody likes
running, not
necessarily interested
in purchasing running
shoes at the time.

29. Audience Size
When starting a campaign
Start by targeting anywhere from
500,000 to 3,000,000 people.
Exception Local Businesses
https://www.flickr.com/photos/kristarella/

30. Audience Ideas
https://www.flickr.com/photos/eltonharding/

31. Google Search
• To get list
• Top leaders
• Top magazines
• Top Blogs
• Top Websites
• Tools use
• Associations
• Conferences
• Schools
• Organizations
• tradeshows

32. • Exclude anything that would
be too broad
• Example: targeting Rock
Climbs;
• REI also attracts people with
other interests (Too Broad)
Is this Too Broad?

33. • Interests
• Look at Page likes
• 4-5 interests
• Ideas for other interests
• What is too Broad?

34. Warning Math Ahead….
Take a deep breath
https://www.flickr.com/photos/jimmiehomeschoolmom/

35. Audience Size Ecommerce
Funnel Step Conversi
on Rate
Required
Facebook
Ads
1% ? Audience
Website 2% ? Website Visitors
Total sales $10,000
(average
sales
$22)
? Sales
Total Sales Desired: $10,000
Hint: Start at the Bottom
How Many Sales Needed?
$10,000/$22=454.55
How Many Website Visits Needed?
454/ 0.02 = 22,700
How large of an audience do I need?
27,000/ 0.01= 2,270,000

36. Audience Size Ecommerce
Funnel Step Conversi
on Rate
Required
Facebook
Ads
1% 2,270,000 Audience
Website 2% 22,700 Website
Visitors
Total sales $10,000
(average
sales
$22)
454 Sales
Total Sales Desired: $10,000
Hint: Start at the Bottom
How Many Sales Needed?
$10,000/$22=454.55
How Many Website Visits Needed?
454/ 0.02 = 22,700
How large of an audience do I need?
27,000/ 0.01= 2,270,000

37. Audience Size Leads
Total Sales Desired: $120,000
Hint: Start at the Bottom
How Many Sales?
$120,000/$3,000=40
How Many Sales Calls?
40/ 0.20 = 200
How Many Leads?
200/ 0.70 = 285
Funnel
Step
Conversion
Rate
Required
Facebo
ok Ads
1% ? Reach
Landin
g Page
5% ? Link Clicks
Leads 70% ? Leads
Sales
Calls
20% ? Calls Taken
Total
sales
$120,000
(ave. sale
$3000
? Sales
How Many Link Clicks?
285/ 0.05= 5,700
How Large an audience?
5,700/ 0.01= 570,000

38. Audience Size High Ticket Event or Sale
Funnel Step Conversion
Rate
Required
Facebook Ads 1% 570,000 Reach
Landing Page 5% 5,700 Link Clicks
Leads 70% 285 Leads
Sales Calls 20% 200 Calls Taken
Total sales $120,000 (ave.
sale $3000
40 Sales

39. Find Your Audience Size
Funnel Step Conversion
Rate
Required
Facebook Ads 1% Reach
Landing Page 5% Link Clicks
Leads 70% Leads
Sales Calls 20% Calls Taken
Total sales Sales
Funnel
Step
Conversion
Rate
Required
Facebook
Ads
1% ? Audience
Website 2% ? Website
Visitors
Total sales ? Sales
Ecommerce High Ticket Sale or Event

40. • Interests
• Look at Page likes
• 4-5 interests
• Ideas for other interests
• What is too Broad?

42. Excluding Audience
Exclusions let you better target your ads and can ultimately help:
• Lower your cost per action or cost per click
• Reduce money spent on wasted clicks
• Reach people who are more likely to buy or convert
https://www.flickr.com/photos/markusspiske/

43. Here’s How:
• First create a Custom
Audience list from your
existing customer list
• Then, as you're creating
your ad, target a relevant
interest and exclude the
Custom Audience list
you've just created
Exclude an existing
customer list to
avoid targeting them
twice

44. • Here’s How:
• First, create a Custom Audience
from your website and include
those who added running shoes
to their cart
• Then, exclude people who
completed a purchase (visited
a /thank-you page, for example)
to target only those who added
running shoes to their cart but
did not buy
Exclude people
who've converted
to remarket (made
purchase)

45. Your Turn (20
minutes)
Make an audience in
Audiences under
Assets
+
Break
https://www.flickr.com/photos/emaleth/

47. 1. Figuring out your sequence
• Does your offer follow a flow of a healthy
relationship?
• Multistep
• Remember Belle
• Offer is a relationship person to person (12
stages or intimacy Desmond Morris)

48. Now Let’s Translate this to Customer Journey
Marriage Intimate Friend Casual Friend Acquaintance Stranger
7) Advocate
8) Promote
5) Get excited
6) Ascend
3) Subscribe
4) Convert
1) Awareness
2) Engage

49. Steps (Customer Journey)
Stage Example
Awareness Really Great Content
Engage Compelling Content
Subscribe Opt In
Convert Stranger to Friend; low commitment offer small purchase or sign
up for demo
Get excited Deliver on promise
Ascend Can I take you out to dinner
Advocate When asked Recommend
Promote Affiliate or Ambassador (Actively telling others about)

50. ADs
Forced Friendship
It's a done deal and
Belle is now trapped
in the castle with the
beast and his staff.

51. Skipping to Many Steps
Forced Marriage
In the village the ignorant
and manly Gaston is upset
that Belle isn't interested in
him. When her father claims
she is trapped with a beast,
Gaston sees the opportunity
to have him committed to
a mental
hospital, thereby forcing
Belle to marry him.

52. Success Stories
Pick Two:

53. 2. Offer Messaging
• Does your copy speak to a specific
desired end result of your customer?
Talk to their specific pain point
• Ideal Customer in some state of
discontent, that’s why we buy
https://www.flickr.com/photos/hadock/

54. Offer
• Hooks
• Once they bought, what does their after state look like?
Before After
Have
Feel
Average Day
Status
Proof & Results
Speed & Automation (Quicker for someone)

55. Offer Copy
• Call out your audience (not by
personal attributes)
• Use question to poke at pain points
• Solution to pain point=your offer or
Call to Action
• Be personable
• No need to yell “FREE”
• Use bullets, asterisks, emojis

56. Tool to make your ad positive
• Check the sentiment of the
ad
https://text-processing.com/demo/sentiment/

57. Check what Facebook Sees in Pictures
• Open chrome Browser,
• go to Facebook copy picture, paste into
messages to see what FB sees.
• Object and Sentiment
• Consulting.com/object-tool
• Amazon Rekognition
• Consulting.com/emotion-tool &
https://www.faceplusplus.com/emotion-
recognition/ https://text-processing.com/demo/sentiment/

58. Turn on: Automatic Advanced Marketing
Get more out of pixel with automatic advanced
matching
Using automatic advanced matching, you will be
able to accurately attribute conversions and
increase your audience size to drive better results
from your Facebook ads.
In this article:
•About automatic advanced matching
•Benefits of automatic advanced matching
•Setting up automatic advanced matching
About automatic advanced matching
With automatic advanced matching, we can
capture the hashed customer data (ex: email
addresses) you collect from your website during
processes like check-out, account sign-in or
registration.

59. 3. Build commitment & micro commitment
• Small purchase prior to big purchase
• Commitment of time ex. Webinar
• Think Promise Ring before a Wedding
Ring
https://www.flickr.com/photos/mikelao/

60. 4. Little Victory
• Overcome self-doubt
Ex. Constant Contact
Step 1: design email template upload logo,
Step 2: pick colors,
Step 3: congrats you crafted first email,
Step 4: now upload list.
www.sociallystacked.com/2013/05/6-ways-to-leverage-your-facebook-cover-photo
https://www.flickr.com/photos/familymwr/

61. Software-as-a-Service
(SaaS) Companies
Lead-Gen Businesses
A lead-gen business is any
service-oriented business
that’s using Facebook Ads
to find new clients.
E-Commerce Sellers

62. Upsells to higher packages or tiers of service
Pushes for referral program participation
Requests for feedback, reviews or
testimonials
Referral marketing incentives (or better
referral marketing terms for top advocates)
Access to private Facebook groups or forums
Recognition of their “top user” status
Upsells to higher packages or tiers of service
Pushes for referral program participation
Requests for feedback, reviews or
testimonials
Invitations to in-person events
Special referral marketing bonuses
Extra services not available to the general
public
Upsells or cross-sells to related products
Pushes for referral program participation
Requests for feedback, reviews or
testimonials
Special VIP-only coupon codes
Special referral marketing incentives
Invitations to in-person events, such as
product launches, tradeshows, etc
Advocacy/Promote: Custom Audiences (top 20% customers)

63. Free trials
Paid trials
Paid subscriptions
Pushes to lead-gen landing pages
Pushes to webinars
Product-specific dynamic
retargeting ads
Product sales
Re-purchase ads (for products that
run out)
Coupon codes
Get Excited/Ascend: Custom Audiences (past purchasers, several visits to website, email
engagement above norm, high lead score)
Make the Sale

64. “10X” content
Marketing videos
Case studies
Lead magnets
“10X” content
Marketing videos
Case studies
Lead magnets
Product reviews
Product comparisons
Subscribe/Convert : Custom Audiences (email List, Website Visits, Facebook Engagement,
Past Customer purchases, app use) & Lookalike
Promote Benefits

65. “10X” content
Marketing videos
Ungated blog posts
Past positive customer reviews
and/or testimonials
Media mentions on major news
outlets
“10X” content
Marketing videos
Ungated blog posts
Ungated white papers or case
studies
Past positive customer reviews
and/or testimonials
Product introductions
Positive reviews and/or
testimonials from past customers
Product reviews
10X content
Influencer/experiential content
Awareness/Engage: Core Audience & Lookalike
Value, Value, Value

66. Offer- Should You Show Pricing?
Hotel AdsTravel Ads
Tip: Check out Competition & analyze their ads to understand why they might be working
http://www.bandt.com.au/advertising/how-to-create-better-banner-ads-for-travel-media-and-dining-clients

67. Choose Images to Convey Hook or
marketing message
• Tell story
• It catches attention of the reader
without being flashy or off-
brand.
• It reflects the brand and
customer journey.
• Display Product
• Play off emotions already
associated with imagery
https://www.flickr.com/photos/richardsummers/

68. Better ads
• Use smiling people
• Use high contrast & colorful photos
• Use photos that show the benefit of
the product/service, not spammy call-
to-action
• Address an emotion
• Use symbolic images
• No more than 20% text on image
• Use the image to catch their attention
& “sell” them on clicking the ad NOT
convince them to buy. You’ll use your
sales funnel for that.

69. https://www.facebook.com/ads/tools/text_overlay
Less
20% Text

70. Get Image Ideas
Use Google images,
Dreamstime or
Creative Common
(Flickr)

71. Choose 2 Facebook Success Stories
Continue

72. Carousel Ad: Charge Cords
Audience:
• Custom Audience (based on website
Traffic) English-speaking
• Aged 22–65+ living in either the Oceanic
or European region.
• Excluded people who had made a
purchase from the Charge Cords website
in the last 180 days.
Event: “Purchase”
Call-to-action: “Shop Now”
Campaign Results:
• 4X increase in sales from Oceanic and
European countries
• 4X return on ad spend
https://www.facebook.com/business/success/charge-cords
Back

73. Collection ad format,(hero video + a
shoppable experience) MeUndies
Audience:
• lookalike audience based on a Custom
Audience of its past purchasers
Campaign Results (10 days):
• 40% increase in conversion rate
• 47% increase in new subscriptions
from the mobile campaign
• 44% boost in new customers from the
mobile campaign
• 1.5 million people reached
https://www.facebook.com/business/success/meundies-2
Back

74. Video Ad: Series Wander Beauty
• application videos
• products being applied on different models with
different skin tones
Audience:
• Custom Audience existing customers, &
segmented this list based on interests, such as
beauty products and accessories, cosmetics and
online buyers
• Multiple lookalike audiences
• Women in the US aged 25–50, with interests in
digital retailers, beauty and beauty accessories,
fashion, and health and wellness
Campaign Results (2 Months):
• 4.4X increase in sales
• 59% decrease in cost per sale
• 2.3X increase in conversion rate https://www.facebook.com/business/success/wander-beauty
Back

75. Video Ad: Manscaped
Tested a variety of video thumbnails, ad
copy and headlines.
Audience:
• Custom Audience of past buyers
• lookalike audience
• general audience of men aged 21–45
Event: “purchase”
Campaign Results (2 Months):
• 3.4X return on ad spend
• 67% decrease in cost per acquisition
(compared to the baseline Facebook
campaign cost per acquisition)
• 53% increase in conversion rate (compared to
the baseline Facebook conversion rate on
Shopify) https://www.facebook.com/business/success/manscapedBack

76. Video Ad: Bombas
Inspiring Storytelling
Audience:
• lookalike audience based on people who
watched the video
• retargeted people who saw the video and
visited its site but did not purchase any socks,
showing them dynamic ads.
Call To Action: “Shop Now”
Campaign Results (3 Months):
• 30% increase in return on ad spend
• 50% increase in click-through rate
https://www.facebook.com/business/success/bombas#u_0_f
Back

77. Carousel Ad: Precision Nutrition
Audience:
• website visitors from last 90 days who didn’t
already like Facebook Page
• interests similar to Precision Nutrition’s current
Page audience
Call To Action: “sign up”
Campaign Results (4 Months):
• 6,000 new newsletter signups or email
downloads
• 50% lower cost per lead than standard link ads
• 50% higher click-through rate than standard
link ads
• Over 2 million people reached
• $0.07 or lower cost per click
https://www.facebook.com/business/success/precision-nutrition#u_0_m
Back

78. Offer Ad: Chicago lash
“Bombshell Look Lash” package—marked down from
$300 to $99. The ad linked to the company website
and encouraged people to call the salon to book an
appointment.
Audience:
• 20-mile radius around his business location.
• women 24–55 years old
• women interested in beauty, makeup, spa, Kim
Kardashian and Oprah Winfrey
Call To Action: “Book Now”
Campaign Results (7 Months):
• 50% increase in overall sales
• 2X more daily appointment bookings
• 3X more lash refills per day
• $0.45 per website click from Facebook Ads
https://www.facebook.com/business/success/chicago-lashes
Back

79. Store Visits Ad: Cupcakin’ Bake Shop
ran in the late afternoon
Audience:
• people aged 18–55,
• living within 5 miles of the shop
• who were interested in weddings, flowers and,
of course, cupcakes.
Call To Action: “Get Directions”
Campaign Results (12 Months):
• 25% increase in foot traffic since the campaign
launch
• 30% increase in website traffic since the
campaign launch
• 4.5X more sales compared to results from print
advertising
https://www.facebook.com/business/success/cupcakin-bake-shop#u_0_jBack

80. BetaBrand

81. Get Ideas

82. Get Ideas On
Instagram
From Others
1. Go to Instagram Profile
2. Click … on top right
3. Go to About this Account
4. Active Ads

83. https://karolakarlson.com/best-facebook-ad-examples/

84. Your Turn (20
minutes)
Make an Offer
+
Break
https://www.flickr.com/photos/emaleth/

85. Ad Formats

86. Collections
ideal for e-commerce
companies
Promoting new
products and cross-
selling with
complementary items,
aiding increase in
conversion rates
Mobile Facebook Feed Only
Need Product Catalog or Canvas
https://www.facebook.com/433382740093484/videos/1194768897288194/ https://www.facebook.com/433382740093484/videos/1194768897288194/

87. start at 2minutes 48 Seconds

88. Canvas
• Canvas is a full screen experience for mobile
devices.
• 3 Tips for Using Canvas
• Know the story you want to tell about your brand,
and use short videos, clear messaging and powerful
images
• Use high-quality images and video that take
advantage of the full screen experience
• Mark clear paths through your Canvas with simple
steps and actions to take (like descriptive text for
buttons and links)
You should use a collection with Canvas when:
• You don't have a product catalog.
• You want to drive traffic or conversions to your
website or app.
• You want your customers to learn more about your
business in a fast-loading, full screen experience. https://www.facebook.com/business/success/cirque-du-soleil-paramour/

89. Creating a Product Catalog
Needed for Collections &
Dynamic Ads (retargeting)
For a How To Go to these
resources:
https://www.facebook.com/bus
iness/help/1397294963910848
or
https://www.jonloomer.com/20
17/04/05/facebook-ad-
collection/

90. Facebook Video Ads
Video Story about who you are.
Story can be related to how you solve this problem, then a product demo, and
then customer testimonial, and finish call to action
Examples:
• “Hey here’s our story, here’s how we got into this thing, this is the problem we
solved, this is a demonstration of our product, here’s a happy customer, check
us out”
• Customer Testimonial
• Top 5 Top 10 lists
• Before and after articles
• Instructions & how tos
Acquaintance Stranger

91. Facebook Video Ads
• Causal Friend→ Intimate Friend
• Pitching
• Product Demos, new product announcements
Marriage Intimate Friend Casual Friend

92. Example of a video Ad Funnel

94. New: Instagram advertisers can now
convert organic influencer posts into ads
https://business.instagram.com/a/branded-content-ads?ref=igb_blog_branded_content

95. Customer Testimonial
Tips
• share a review where the customer tells a personal
story
• consider which stage in the buying cycle your
customers are in
• use product reviews to target first-time visitors and
site reviews for people who already know your store
• keep your text short and don’t refer to the review in
your copy
• find stories and reviews that use words like “I,” “my”
or “we.”

96. https://www.slideshare.net/SKIMgroup/a-view-of-the-customer-experience-through-the-consumer-journey

98. Messenger as a destination Ad in your newsfeed that
looks like a regular link but once click it opens in a
message with that brand or Facebook page
• 1 in 2 people say more likely to shop with a business
they can message
• Use at the Subscribe/Convert stages
Facebook Messenger Ads
•11% higher booking rate through Sephora Assistant
•3 steps with Sephora Assistant versus 8 to book
https://www.facebook.com/business/success/sephora

99. • Sponsored messages, sent to Facebook messenger
inbox
• Send promotions to people you are already talking with
messenger bot. Use for Reengagement
Facebook Messenger Ads

100. Abandon Shopping Cart
Custom Audiences from your
website
https://www.facebook.com/business
/a/online-sales/custom-audiences-
website?campaign_id=648959365201
614&placement=broad&creative=682
61306412&keyword=+facebook++re
marketing&extra_1=5823d0dc-ab6d-
4f88-a4fc-ee84016fbdb7

101. How Long to Run Facebook Ads
Start with 3-5 days
• 10,000 impressions
• Or allow each ad to receive at
least 20 conversions
• Every change needs another 3-5
days

102. Where will You Take People?

103. Make Small Changes Facebook Ads
$50 → $200 → $600
$50 → $60 → $72
Don’t Increase Budget more than 20%
at a time & let go for 48 hours

104. General Goals
Amy Poterfield Podcast #127 with Rick Mulready
Facebook Ads Measuring Costs
Every Niche is Different
less than $1Less than $8
Cost per lead Cost per click (CPC)

105. Advertising Benchmarks 2015
Click-Through Rate: The percentage of users that
click your ad. The higher, the better.

106. Warning Math Ahead….
Take a deep breath
https://www.flickr.com/photos/jimmiehomeschoolmom/

107. Facebook Budget
Funnel
Step
Conversion
Rate
Required
Facebook
Ads
1% 2,270,000 Audience
Website 2% 22,700 Website
Visitors
Total
sales
$10,000
(average
sales $22)
454 Sales
$1 (CPC) x 22,700 Clicks= $22,700
Cost per lead/conversion< sale of product or LTV Customer
What if the Cost per Click is ?
$0.2 (CPC) x 22,700 Clicks = $4,540
$22,700 >$10,000
$4,540 <$10,000

108. 50-75% OF ALL
ADS FAIL
EVEN THE
EXPERTS
Get Your Mad Scientist on &
EXPERIMENT
https://www.flickr.com/photos/valiantize/

109. What to Test?
• At least 2-3 different images & ad
copy variations including headlines
• Test different landing page/optin
variations- headlines, images, bullet
points
• Different Ad placement: desktop,
mobile, devices
• Break down ad sets down into age
ranges & genders
Image from Adespresso

110. Your Turn
(20 minutes)
Create an Ad Post under Page Posts
+
Break

112. Facebook Ad: Start by picking campaign
objective
Sweet Spot is 50
conversions within 7 day
period

118. Facebook
Placements

119. Placement Facebook Ads
• Pro tip: always edit
placement
• Remove audience
network

120. • Use a lead magnet ad for audience
that already has interest in the content
& solution you offer
• 97-99% people will not be ready to
purchase
• Goal: Increase email subscribers
• Measure: Email sign ups (Website
Conversion) Cost per Lead/Sign Up
How to Generates Leads

121. • Use ads to increase reach
• Use copy to promote
sharing of your content
• Goal : Generate more traffic
to website & blog
• Measure: Clicks to Website-
CPC & CTR (traffic)
What if I have Small List or Low Traffic To Site

122. Let’s Not Forget Growing
Your email List Thru Ads
https://webprofits.agency/blog/ultimate-guide-email-sequences/
Why?
Lowers the Cost of Acquiring a Customer

123. Running more than one ad
& ad set
Use UTM Codes to track
results
Create UTM here:
https://ga-dev-
tools.appspot.com/ca
mpaign-url-builder/

124. Standard Events

125. Custom Conversion
• Page after initial landing page
• Example Thank You page
• URL contains

126. Dark Posting
Selectively
Solicit Feedback
More On How to: https://www.youtube.com/watch?v=IVTlqAqQCCQ

127. Is a Positive Return On Investment
https://www.flickr.com/photos/dennism2/

128. 6 Steps to measuring
1. Set Conversion Goal
2. Track Conversions(Reach, Leads, Conversion Rate, Traffic,
Customers)
3. Assign monetary value to each conversion
4. Measure Total Benefits by Channel
5. Determine Costs
6. Analyze Results & Improve
http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf
Facebook Ads Measuring ROI

129. Warning Math Ahead….
Take a deep breath
https://www.flickr.com/photos/jimmiehomeschoolmom/

130. Generally Speaking $5 should get you 5-30 clicks
Here’s how it looks;
100 Website Clicks
40 Optins – (40% Conversion)
2 sales – (5% Conversion)
= $100 Revenue – (2 sales @ $50)
To break even on this campaign you would need to ensure your cost per website click was
$1.00 or less.
$1 x 100 visitors = $100
http://neilpatel.com/wp-content/uploads/2015/08/Facebook-Ad-That-converts.pdf
Cost per lead/conversion< sale of product
Facebook Ads Measuring ROI

131. Facebook Ads- Pro Tip
check relevancy, after 100 interactions, get it
over 7 closer the 10 the better
Why? lowers ad cost

132. General Stat Goals
Cost per lead less than $8
Cost per click less than $1
Click thru- Rate more than 1%
Relevancy score 7 & above
Frequency Rate 1-3
Amy Poterfield Podcast #127 with Rick Mulready
Facebook Ads Measuring Costs
Every Niche is Different

133. • Your Offer
• Your Targeting
• Your Ad Copy/Creative
• Your Ad Scent
Troubleshooting Ads
Four likely culprits:
https://www.flickr.com/photos/qole/

134. What We Learned Today
All About Facebook Ads
• How to create awesome
Facebook Audiences
• Customer Stages
• Perfecting the Offer
• Setting up an Ad Campaign
• Budgeting

135. AND IF YOU DO ALL THESE THINGS
(You know, as in get all your ducks in a row)

136. https://www.flickr.com/photos/bayasaa/
Your Sales just might
REACH NEW HEIGHTS

137. If you loved the class, I would love to hear about how
you will use what you learned
Before you leave write a review @Bloggerithm on Facebook
P.S. If you review with 24 hours I will send you a link to
Troubleshooting your Facebook Ads

138. Contact Info:
Molly O’Kane
bloggerithm@gmail.com
Visit: bloggerithm.com

139. https://www.facebookawards.com/winners-gallery/2017/latam/shortlist/the-mother-of-rock.html

140. https://www.facebookawards.com/winners-gallery/2017/na/winner/careculator.html

141. https://www.facebookawards.com/winners-gallery/2017/apac/winner/hungerithm.html

142. https://www.facebookawards.com/winners-gallery/2017/apac/winner/the-adventures-of-little-brush-big-brush.html