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Matthew Berman | @matthewberman
FACEBOOK ADSFor External Conversions
MATTHEW BERMANAugust 2014
@matthewberman | [email protected]
WHO AM I?(Matt)
MATTHEW BERMANCEO @ Sonar (sendsonar.com)
Distribution for media companies
Affiliate marketing (shhh)
Distribution for startups
PREVIOUSLY:
Spent lots of $$$ on Facebook
Matthew Berman | @matthewberman
THE PROBLEM
CONCLUSION
Based on many blog posts by reputable sources, most would think facebook isn’t a good channel to market on….FALSE!
FRAUDULENT CLICKS NO CONVERSIONS
Click farms, low quality clicks etc Facebook users never buy anything!
Facebook Sucks!!!…NOT.
Matthew Berman | @matthewberman
FACEBOOK ADS TACTICS
What your ad looks like Who sees your ad General tips and tricks
Creative TargetingBest
Practices
Matthew Berman | @matthewberman
CREATIVEWhat Your Ads Look Like
Matthew Berman | @matthewberman
BANNER BLINDNESS
Matthew Berman | @matthewberman
Matthew Berman | @matthewberman
REDUCING BANNER BLINDNESS
keep your ad images & copy fresh (specifics to come)
blend your ads into the organic content (don’t be misleading)
(exception) you have an extremely well known brand name/logo
(exception) you have a beautiful, physical product to show off
VSnewsfeed sidebar
Matthew Berman | @matthewberman
more inventory, less expensive
not available on mobile
SIDEBAR ADS
lower CTR and conversion performance
around for many years
Matthew Berman | @matthewberman
less inventory, more expensive
available on mobile & desktop
NEWSFEED ADS
higher CTR and conversion performance
much newer than sidebar ads
newsfeed has had better performance for me in most cases
Matthew Berman | @matthewberman
IMAGE BEST PRACTICES
Matthew Berman | @matthewberman
OBVIOUS IMAGESEasy to understand
Example A Example B
Matthew Berman | @matthewberman
what do they sell?
children’s books? food?
OBVIOUS IMAGESEasy to understand
Example A (Bad)
Example B (Good)
Matthew Berman | @matthewberman
online classes!? food!
5 FOOT TEST
stand 5 feet back from your computer, can you clearly see and understand the image?
Matthew Berman | @matthewberman
FACES…ON FACEBOOK
don’t use woman eating a salad laughing!! use real photos, not photoshopped
Faces blend into organic content
Matthew Berman | @matthewberman
* ask your customers for images or take them yourself
COPYWhat your ads should say
general structure of your copy should include:
1 or 2 value propositions
price and/or discount
call to action (more than just the button)
Matthew Berman | @matthewberman
TARGETINGWho Sees Your Ads
Matthew Berman | @matthewberman
PASSIVE VS INTENT ADVERTISING
VS
Intent Based Advertising - More expensive, higher conversion rates, target people at their intent to do somethingPassive Advertising - Less expensive, lower conversion rates, target people who may be your customer
Passive Advertising Intent Advertising
I love my dog! Buy Dog Food
Matthew Berman | @matthewberman
SEGMENTS TO ALWAYS USE
COUNTRY
Different countries respond differently to creative and products
and the prices are different in each
country
GENDER
Males and females respond differently to creative and products
AGE
Segment ages into ranges: 25-35, 36-45
etc.
If you have a mobile experience, separate desktop and mobile
DEVICE
Matthew Berman | @matthewberman
Matthew Berman | @matthewberman
AFTER THAT…IT’S UP TO YOU
schoolcity/state/zip
3rd party data (acxiom)
languagerelationship status
life events
employer
interest keywords
education level
behaviors
LOOK ALIKE MODELSWOW!!
current customers
potential customers
magic
Matthew Berman | @matthewberman
segment “current customers” by engagement level (paying customers vs. others)
BEST PRACTICESGeneral Tips & Tricks
Matthew Berman | @matthewberman
CAMPAIGN STRUCTURE
Campaign
Ad Sets
Ad Ad
campaigns for completely different tests
ads within an ad set compete against each other (only test text + images)
ad sets for everything else
Matthew Berman | @matthewberman
SPLIT TESTINGIsolate Everything
US
18-24
25-30
Male
Female
Male
Female
Img1
Img2
Img1
Img2
Img1
Img2
Img1
Img2
Country
Age
Gender
Creative
isolate each variable
test the most impactful segmentations first
rigorous testing
Matthew Berman | @matthewberman
LAST QUICK TIPS
use oCPM bidding - optimize for conversions to website
refresh your ads frequently - keep frequency under 2
focus on CTR - facebook rewards you with lower prices
Matthew Berman | @matthewberman
sweet spot audience size is around 500k-1.5m
RECAP
Matthew Berman | @matthewberman
RECAP
reduce banner blindness
prioritize using newsfeed ads
use clear, concise images
blend ads into organic content when possible
target country, age, gender, and device first
use look alike models when possible
test all variables separately
Matthew Berman | @matthewberman
