Facebook users don't convert on their first impression or visit, no matter how attractive your landing page or content. The social assist drives up conversions in email, search, and other channels. Join Facebook marketing expert Dennis Yu as he logs into live Facebook campaigns to show you how the pros are driving leads, sales, and engagement on Facebook. Learn how you can: * Run Facebook retargeting to amplify your existing retargeting (FBX) * Apply ad combos to make your email list do double-duty (custom audiences) * Run Facebook retargeting to amplify your existing retargeting (FBX) * Target by offline purchase behavior in tandem with connection targeting (partner categories) * Measure the lift from social ads by calculating direct and indirect lift (don't have to be a math major) * Nab the training documents that Facebook provides agencies to use for clients (we're happy to share) We'll share the checklists and processes we use ourselves to optimize campaigns and estimate traffic. Bring your thorniest questions and issues to get answered in this live session featuring Dennis Yu and hosted by Tim Ash.

1. Copyright © 2013, SiteTuners - All Rights Reserved.
651% ROI from Facebook Ads
Behind the Curtain of Top Campaigns!
Dennis Yu
#651ROI @dennisyu

2. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
• Conversion-focused website blueprints (full-site redesign or quick facelift)
• Landing page test plans & testing strategy
• Internal optimization team training & mentoring
• More than 1200 clients worldwide since 2002
About SiteTuners

3. 651% ROI from Facebook Ads
Behind the Curtain of Top Campaigns
P res ented by
Dennis Yu: dennis@blitzmetrics.com / @dennisyu

4. 2
Ho lly wo o d is as kin g:
“Is Facebook worth it?”
Read the LA Times article here.
@dennisyu

5. 3
We analyzed 9 billion page posts over a 60-day
period before and after the change.
@dennisyu

6. 4
72% of movies and network TV shows have experienced
a drop in the number of people who see their posts.
@dennisyu

7. 5
23% of the biggest studio pages saw
a reduction in “engaged” users.
@dennisyu

8. 6
The largest pages lost 45% of their traffic,
followed by 36% for medium sized pages.
@dennisyu

9. 7
DIRECT AND INDIRECT LIFE
Split test to measure the life from social ads.
How I Optimize Facebook Ad
Campaigns In 15 Minutes Per Day
@dennisyu

10. 8
@dennisyu
Jack Daniel’s ran a test among different geos
St. Louis, IN
Philadelphia, PA

11. 9
@dennisyu
There was a clear correlation in Facebook
activity and the media plan by market.

12. 10
Facebook sits high in the funnel, and therefore drives greater
awareness and more brand search terms, organic and paid.

13. 11
An increase in website traffic means fans are engaged, while an
increase in session time means excellent content and relevancy.

14. Marketo, by driving engagement from Facebook, has
increased brand awareness and searches for their name.
12
@dennisyu
They structured their content to specific audiences,
then amplified to drive leads.
The result: They got their blog into the
AdAge Top 30 rankings.

15. 13
Does Facebook work for B2B lead gen?
How Social Affects
Lead Generation
@dennisyu

16. 14
Quantifying
Movie Magic
with Google
Search
The link between Google search and box office

17. 15
Quantifying
Movie Magic
with Google
Search
Film-specific title keywords spike during release week.

18. 16
Quantifying
Movie Magic
with Google
Search
70% of the variation in box office performance can be explained
with movie-related search volume seven days prior to release date.

19. 17
Within 5 Years
Social media will be the #2 way to engage with customers,
after face-to-face personal interaction.
@dennisyu

20. 18
@dennisyu

21. 19
Facebook is tackling both word of mouth
and search discovery with Graph Search.
@dennisyu

22. 20
Search volumes are increasing, since graph search is one of the three pillars of Facebook.
@dennisyu

23. 21
FACEBOOK EXCHANGE (FBX)
Remarketing bridges the gap from visitor to customer.
Dennis Yu on Ads Impact on Organic,
Facebook Retargeting, and Local Business
@dennisyu

24. Recapture users who visited your site,
but didn’t enter their zipcode.
@dennisyu

25. Show your site visitors your ads on the web.
@dennisyu

26. How Facebook Exchange (FBX) Works:
@dennisyu

27. 25
How Rosetta Stone optimized from $21 a
fan to $1.40 a fan and millions in revenue.
C A S E S T U D Y
@dennisyu

28. 26
OBSERVATION #1
Use in-line likes.
OBSERVATION #2:
Write short wall posts.
OBSERVATION #3:
Ask questions.
Don’t just make statements.
@dennisyu

29. 27
OBSERVATION #4:
Run your acquisition,
retention, and organic
campaigns at the same time.
Observation #5:
Branding is great,
but revenue is better.
@dennisyu

30. ROI
Awareness: Amplify what
actually works to engage
fans.
Engagement: Once users are
engaged, collect emails to
increase conversions.
Conversion: Increasing
social visits to your
website increases sales.
28
Social media is at the top of the funnel, so you are aligning your
messaging with the levels of engagement along the way.
@dennisyu

31. 29
CUSTOM AUDIENCE TARGETING
Let the CAT Out!
Let the CAT out of the bag!@dennisyu

32. 30
Target your opportunities with CAT.
@dennisyu

33. 31
PARTNER CATEGORIES
Target by offline purchase behavior.
Facebook’s Partner Category Targeting:
Is Your Head Spinning Yet?
@dennisyu

34. Now you can run ads based on a user’s retail
shopping behavior and other offline information
32
Jobs Roles
@dennisyu

35. Now you are able to not only find the most interesting content
from your pool of friends and brands, but one step beyond.
@dennisyu

36. 34
Extra Credit
TOP TIPS FROM BLITZ
@dennisyu

37. 35
Blitz Tips:
• Offsite pixel for CPA bidding.
• Conversion specs used with Optimized CPM to optimize ad delivery for
specific actions.
• Place ads in mobile for maximum engagement.
• Onion Targeting is smart interest multiplication.
• Prune ads with broad category targeting.
• Partner Targeting to run ads based on user’s shopping behavior.
• PTAT to detect competitive ad spend.
• Facebook's Power Editor's special features.
• Target users by the companies they work for and by job title.

38. 36
Den n is Yu
dennis@blitzmetrics.com
@dennisyu
Email support@blitzmetrics.com
for checklists and processes we use ourselves
to optimize campaigns and estimate traffic.

39. “The Conversion Conference was like taking 4 years of advanced study in two days”
- SF Attendee
Learn, Grow and Profit from the Secrets of the Highest Converting Websites
Mobile conversions • Optimizing video • CRO case studies • Psychology & design
Landing page best practices • Behavior-based personalization • Usability
And much more!
Save $200 on Registration with Promocode 651ROI
www.ConversionConference.com