BrightonSEO - Using the Facebook Ads Firehose Without Drowning
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The document presents strategies for effectively utilizing Facebook's ad campaigns, focusing on audience targeting, conversion types, and optimizing costs per acquisition (CPA). It emphasizes the importance of creating lookalike audiences, remarketing, and nurturing leads through well-structured funnels. Additionally, it encourages experimentation with different campaign types and the use of Facebook's tools to optimize audience engagement.
BrightonSEO - Using the Facebook Ads Firehose Without Drowning
- 1. Susan Wenograd Turning on the Facebook Firehose Without Drowning @SusanEDub http://www.slideshare.net/SusanWenograd1
- 3. The Process: Ads Interface
- 4. The Process: Campaign Attempt
- 6. How Facebook’s Targeting Works Total Potential Audience Audience Likely to Do the Action Campaigns are focused around desired actions of the users. The more specific the audience, the higher the CPM. Conversion Campaign types = $$
- 7. The X Factor: FB’s User Behavior Data Facebook Human
- 8. Too Large or Too Small = Bad 16 Lookalike Audiences 11 Countries 3 Additional Interest Layers Audience Expansion on Conversion-Focused Campaign Types
- 9. “Get Our CPA Down” Normally you’d start by cutting out what’s not working…
- 10. Top-to-Bottom Mentality in Account Design Awareness Consideration Purchase Upsell Are you actually doing this, but paying Conversion CPM prices?
- 11. Create a Strategic Map Duplicate by: • Country • Gender • Age Groups
- 12. Results: Implementing Funnel & Strategy Map
- 13. Y’all Have Hot Figured Out.
- 14. Cold: Lookalike Audiences Email lists Website traffic Phone numbers
- 15. Cold: Use Lookalikes as Your Foundation Higher CPC can = more valuable user
- 16. Cold: Shared IDs Accrue Social Proof Faster
- 17. Cold: Shared IDs Accrue Social Proof Faster Ad ID Social Proof from Ad Set 1 Social Proof from Ad Set 2 Social Proof from Ad Set 3
- 18. Bonus Tip: Need social proof faster? Drop that post ID into this type of campaign and run it at the same time!
- 19. Warm: Think Through Crafty Remarketing
- 20. Warm: Use Site Data for RM Groupings 83% of their conversions happen within 3 days of visiting
- 21. “But I Don’t Sell Stuff. I Collect Leads.”
- 22. Don’t Worry, Lead Gen. I Got You.
- 23. Lead Gen Ad Units
- 24. Case Study: Newsletter Sign-ups
- 25. And Another… Driving to website: $332 Spend 6 Sign Ups Using Lead Ads: $628 Spend 90 Sign Ups $55.33 Cost per Lead $6.98 Cost per Lead
- 27. Form = Your Landing Page
- 28. Maximize: Your Audience You can create a lookalike audiences off this!
- 29. Maximize: Your Audience And this!
- 30. Manage Your Expectations & Experience Lower commitment = lower quality/emotional investment Have a strong follow up funnel for sign ups to nurture
- 31. Keys To Success It’s not “One Campaign To Rule Them All!” Experiment with different campaign types to achieve the lowest- CPA funnel Utilize your warm audiences to create a solid foundation for ad sets Use in-FB action options to create warm/mid-funnel audiences Test, succeed, break things, and test again!
- 32. Bonus: Download Strategic Map! bit.ly/fbfunnel_map
- 33. Who Am I, By the Way?
- 34. Who Am I, By the Way?