@andreavahl

About me

• Social Media Coach, Strategist and Speaker

• Co-author of Facebook Marketing All-in-One for Dummies

• Community Manager for Social Media Examiner

• Grandma Mary @GrandmaMaryShow

Agenda

• How to set up a Facebook Ad campaign goals and budget

• Optimizing your ads with the best photos headlines and copy

• Getting the cheapest clicks • When you need to use the Facebook Power Editor • Setting up your Facebook reports • Q&A

Do Facebook Ads Work?

What we don’t want

4 Things You Need to Make Facebook Ads Work

1. Advertising strategy

– Goal, Budget, Measurements

2. Right type of ad to match your goal

3. Good Targeting

4. Split Testing

New Likes

Engagement

E-mail optins

Sales

Largest part of your Budget

10%

70%

20%

Facebook Ad Budget Allocation

Get Likes Get Optins Boost Posts

Monthly Budget = $50 $35 – Drive to Optin $10 – Boost Post $5 – New Likes

• Boost Post– Target Fans + Friends

• Promoted Post – Target Fans

Engagement – Current Fans

• Page Likes

• Promoted Post or Boost Post – Target by Interests

New Likes

• Page Likes – use Custom Audience

• Contest with a Like Gate (Page Post Engagement or Page Likes with Landing View to Tab with Contest)

Convert E-mail Subscribers to Fans

• Website Conversions

• Page Likes – Landing View to Optin tab

• Contest with a Like Gate (Likes ad with Landing Tab)

• Facebook Offer

Increase E-mail Subscribers

• Facebook Event ad (shows in sidebar only)

• Website Conversion

Event Promotion

• Website Conversions

• Facebook Offer if on sale for a limited Time

• Promoted Post (Not the best method) Sales

Setting up Your Campaign

Split Test

Campaign 1 Campaign 2

Ad #1 Ad #3 Ad #2 Ad #3 Ad #2 Ad #1

Split Test – Ads running simultaneously

Campaign 1

Ad #1 Ad #3 Ad #2

Campaign 2 Campaign 3

Split Test Targeting

Split test photo

Check Results

Getting the Cheapest Clicks

• Split testing is key

• Optimize for your goal

• Target countries with “known click farms”

– India, Bangladesh, Indonesia, Egypt, Sri Lanka

• Ignore Split testing

How to Create an Ad?

Or: www.Facebook.com/advertising

#1 #2

Targeting

I try to keep the Audience size at

200,000 or more if possible

When DO you need Power Editor?

• Create a Similar Audience from a Custom Audience file

• Saved Target Groups

• Remarketing Pixel (targeting website visitors)

• Partner Categories

• More controlled bidding and placement model

• Bulk Campaigns

• Creating a “dark” post (unpublished)

Lookalike Audiences

When You DON’T

• Accessing Similar Audiences

• Creating News Feed Only ads

• Using Call-to-action buttons

• Creating Conversion pixels

• Creating Reports

• Most of the time

Use Conversion Pixels

Facebook Reports

• Snapshot while Ads are running

• Reporting gives more data

Facebook Reports

Add Important Data

Final Thoughts

• Don’t be afraid to try things

• Click prices can vary by industry and targeting

• Split Testing, Targeting, Call to Action will bring your costs down

Special Offer Facebook Advertising Secrets Course

• Deep dive

• Remove the guesswork

• 4 Modules – over 8 hours of classes, reference material

• Private Facebook Group

• Bonuses

Bonuses

• Facebook Ads Workbook

• Facebook Advertising terms guide

• Lifetime Access to private Facebook Group

• Lifetime Access to updates

Two Options

• Basics – Self-paced course and bonuses: $97

• Premium: $147 (limited to 30) – Includes 2 live group Q&A Webinars

– Facebook Ads Client Intake Form

– Facebook Ads Client Prep Work

www.fbadvertisingsecrets.com/open

Price goes up March 6th!