Buying ads on Facebook is easy -- launching a Facebook ad campaign that that actually brings in more customers and generates good ROI get's a little more complicated. Enter Carly Rodgers. Carly's been rocking Facebook ad campaigns for years (see her article on how she generated 1 Million Dollars in Revenue from Facebook Ads) and can help answer any of your questions from how to find your target audience to knowing if CPC or CPM is a better tactic for your company.

1. presents
Facebook Advertising: How to Launch
Campaign That Really Works
Carly Rodgers
@crodgers11

2. Facebook Advertising:
How to launch a campaign that really works.
@crodgers311

3. What will we cover?
The key components to a successful Facebook adverAsing
campaign
• How to idenAfy and reach your target audience
• Which ad units to buy and why
• Using Power Editor for best results
• OpAmizing to your performance goals

4. Make it rain.
(aka generate revenue)

5. How?

6. -­‐TARGETING
-­‐CREATIVE

7. Who are you trying to reach?

8. Start with what you know
•LocaAon
•Demographic
•Likes and Interests
•RelaAonships
•EducaAon
•Workplaces

9. Create Custom Audiences
•Find you current customers on Facebook
•Match email addresses or phone numbers
•Segment by demographic, interests and/or acAons for best
results

10. Build Affinity Models
Create Lookalike Audiences from Custom Audiences
• Similarity or Reach

11. Leverage 3rd party data
Expand your reach using Partner Categories
Over 500+ categories:
• Off Facebook acAvity
• Lifestyle
• Online & offline purchase behavior
• Job role

12. What do you want them to do?

13. What do you want them to do?

14. What do you want them to do?

15. How to create a compelling ad
• A^ract eyeballs with engaging imagery
• Ensure relevancy (targeAng & delivery locaAon)
• Drive purchase intent (strong call to acAon)
• Focus on products
• Keep messaging to the point
• Focus on the newsfeed

17. The 20% text rule

19. Link
to
FB’s
Grid
Tool

20. Who am I?

21. • Female
• Born on March 11, 1985
• Living in Boston, MA, USA
• Married
• University of Delaware Alumni
• Employed at Nanigans
• Interests:
• The Handle Bar
• BostInno
• Back Bay Yoga
• Zappos
• Fab.com
• Allfacebook.com
• Gilt City
• Piperlime.com
• Recent AcAvity:
• Ran 10.94 miles with MapMyRun
• Favorited Culture at Nanigans on Slideshare
Who am I?

25. qEngaging imagery
qRelevant
qCreates intent to purchase
qFocus on product
qMessage is short & sweet
qNewsfeed placement
Domain Ad

26. qEngaging imagery
qRelevant
qCreates intent to purchase
qFocus on product
qMessage is short & sweet
qNewsfeed placement
Domain Ad

27. Link Page Post qEngaging imagery
qRelevant
qCreates intent to purchase
qFocus on product
qMessage is short & sweet
qNewsfeed placement

28. Link Page Post qEngaging imagery
qRelevant
qCreates intent to purchase
qFocus on product
qMessage is short & sweet
qNewsfeed placement

29. Photo Page Post
qEngaging imagery
qRelevant
qCreates intent to purchase
qFocus on product
qMessage is short & sweet
qNewsfeed placement

30. Photo Page Post
qEngaging imagery
qRelevant
qCreates intent to purchase
qFocus on product
qMessage is short & sweet
qNewsfeed placement

31. Photo Page Post
qEngaging imagery
qRelevant
qCreates intent to purchase
qFocus on product
qMessage is short & sweet
qNewsfeed placement

32. Photo Page Post
qEngaging imagery
qRelevant
qCreates intent to purchase
qFocus on product
qMessage is short & sweet
qNewsfeed placement

33. Photo Page Post
qEngaging imagery
qRelevant
qCreates intent to purchase
qFocus on product
qMessage is short & sweet
qNewsfeed placement
Bonus points for Social
Context!

34. Let’s make some ads!

36. Tools to create your Facebook ads
Basic: Ads Manager
More Advanced: Power Editor
Most Advanced: Facebook PMD

37. Overview of Ads Manager
•Simple, easy to use
•Auto-­‐generate ads from the content on your page or website
•OpAmize to get new users, increase app engagement, or manually bid
for clicks
•Define your audience using demographic informaAon, broad
categories, and precise interests
•Track conversions off Facebook
•Create one ad at a Ame

38. Overview of Ads Manager
•Simple, easy to use
•Auto-­‐generate ads from the content on your page or website
•OpAmize to get new users, increase app engagement, or manually bid
for clicks
•Define your audience using demographic informaAon, broad
categories, and precise interests
•Track conversions off Facebook
•Create one ad at a Ame

39. Benefits of Power Editor
Custom Audiences
Lookalike
Audiences
Saved Target
Groups
Partner Categories
Track conversions
off Facebook
OpAmize to
conversions off
Facebook
Ad Placement
CustomizaAon
Bid Types: CPM,
CPC, or OpAmized
CPM
Bulk Ad CreaAon

40. Benefits of Power Editor
Custom Audiences
Lookalike
Audiences
Saved Target
Groups
Partner Categories
Track conversions
off Facebook
OpAmize to
conversions off
Facebook
Ad Placement
CustomizaAon
Bid Types: CPM,
CPC, or OpAmized
CPM
Bulk Ad CreaAon

41. Setting up your campaign
qSet up conversion tracking
qUpload Custom Audiences, create Lookalikes, and build
Saved Target Groups
qBuild campaigns & ads
qDefine budgets and select bid type

42. Conversion Tracking

43. Saved Target Groups
•LocaAon
•Demographic
•Likes and Interests
•RelaAonships
•EducaAon
•Workplaces
•Partner Categories

44. Custom Audiences

45. Lookalike Audiences

46. Ad Placement Customization

47. Bid Options

48. Best practices
•Segment your target audience
•Set up one campaign per audience segment
•Test 2-­‐4 ads per audience segment (depending on budget)
•Use oCPM bids to opAmize to an event that occurs at least 1/10
clicks

49. Need more? Work with a PMD
•Make opAmizaAon adjustments in real Ame
•Leverage custom bidding and budgeAng algorithms
•Robust tracking and reporAng
•OpAmize to and report on revenue earned
•Boost return with FBX retargeAng
•Professional services

50. Key takeaways
•To start, use what you know about your current customers and build from
there
•Focus on creaAng high quality ads that will be relevant to your target
audience
•Put your ads where the eyes are (in the newsfeed!)
•Not all audience segments are the same
•Leverage oCPM bidding and offsite conversion pixels for the be^er return

51. QuesAons?

52. Carly Rodgers
AddiAonal Resources:
Thank You!
• h^ps://www.facebook.com/adverAsing
• h^p://www.nanigans.com/blog/
• h^p://www.allfacebook.com/
carly@nanigans.com
@crodgers311
h^p://www.linkedin.com/pub/carly-­‐rodgers/8/122/b93

53. Course Title
Course Title
INSTRUCTOR NAME