During this workshop we will show you most common mistakes in Facebook Advertising and how to avoid them. We see from clients all over the World that Facebook Advertising could be powerful performance channel with great ROI but there are few basic mistakes where even experienced marketers are loosing money.

1. 5 Most Common
Facebook Ads Mistakes
Lukas Krejca

2. 5 Most Common
Facebook Ads Mistakes
1) You don't set up goals
2) Your targeting is broad
3) You don't test different creatives
4) You don't use all what Facebook offers
5) You use auto-bidding & don't optimize

3. Who Am I
Lukas Krejca
Senior Account Strategist
@lukaskrejca
Lukas Krejca
Senior Account Strategist
@lukaskrejca
@roihuntercom
Roihunter.com

4. Right
message
Right
settings
(bids,
budget, etc.)
Right
targeting
Where the
magic
happens
Why should I care?

5. #1
You don't set up goals

6. New User Acquisition
Remarketing
Cross-Sell
Up-Sell
Make Users Convert
Goal Example: ROI, CPL
Increase Customer Life-Time Value
Goal Example: ROI
Get Qualified Traffic
Goal Example: CTR 2% +
Fit Your Goals To The Funnel

7. What are Performance Goals?

Return On Investments (ROI)

Cost Per Transaction (CPT)

Cost Per Lead (CPL)

Cost Per View (CPV)

8. What are NOT Performance Goals?

Number of likes

Number of impressions

Number of clicks

9. How to track performance goals?
+ +1)
2)

10. UTM tags + Google Analytics + Excel
1) Add UTM tags to your ads
You can do this in field Tracking on Ad level in Power Editor
or Facebook Ads Manager.
Read more about UTMs: lukaskrejca.com/utm-parameters
Name Revenue Spend ROI
Campaign 1 $15,461.40 1968.21 7.86
Campaign 2 $12,992.05 2725.94 4.77
Campaign 3 $11,067.80 1744.14 6.35
Campaign 4 $10,683.33 1703.01 6.27
Campaign 6 $7,246.63 563.17 12.87
2) Find Your Campaigns In Google Analytics
Find your Facebook campaigns in Google Analytics.
Download the report to Excel.
3) Add Spend data from Facebook
For every campaign find spend on Facebook and fill in to the
sheet. Now you can calculate ROI = Revenue / Spend.

11. Facebook Pixel Conversion Tracking

Implement Facebook Pixel (Guide: https://www.facebook.com/business/help/952192354843755)

Set up Conversion Events and/or Custom Conversions

Analyze performance in Facebook Ads Manager

12. Challenge:
How to have all data in one dashboard?

13. #2
Your Targeting Sucks Is Broad

14. On Facebook You Can
Target Your Ad With

Gender

Exact Age

Country / City

Device

Interest

Job

Education

Behavior (online shoppers)

Family status (parents)

15. Your Target Group is not
“All Users from UAE 18-65”

16. New User Acquisition
Remarketing
Cross-Sell
Up-Sell
Website Custom Audience, DPA,
App Users
Custom Audiences
Use Interests, Behaviour, Demographics,
Geographic, Family Status, Lookalike, etc.
Fit Your Targeting To The Funnel

17. How to Split Audience
by age and gender in Power Editor?

18. Challenge:
How To Split Audience By City, Interest and whatever else?

19. Avoid Overlapping

Your Prospecting
campaign
Your Remarketing

campaign

20. Find Out Where Overlapping Is
In Ads Manager go to (Tools) Audiences Tick Audiences Show Overlap→ →

21. Keep Overlapping In Mind

Always exclude your remarketing audience from
prospecting campaigns

Always exclude buyers from remarketing campaigns

Check overlapping between prospecting audiences

22. #3
You Don't Test Different Creatives

23. Always test at least 2 Ads
You can test

Images

Headlines

Description texts

Call to action buttons

Landing pages

24. Test creatives in Power Editor
1) Duplicate original ad
2) Edit Image / Text in new copy

25. Challenge:
How To Test Dozens Of Creatives In One Click?

26. #4
You don't use all what Facebook offers

27. Facebook offers cool features
for Advertisers

Custom Audiences

Dynamic Product Ads

Lookalike Audiences

28. Remarketing

29. Remarketing on Facebook

30. Remarketing On Facebook

Remarketing of website visitors

Cross-sell (bought iPhone, I offer him accessories)

UpSell (bought shoes 2 months ago, I offer new collection)

E-mail list

App Users

Cross-Platform (send desktop users to app)

31. New Remarketing On Facebook
WCA 3

Frequency - Example: People who have visited this page more/less than 3 times.

Time Spent - Example: People who spent more than 2 minutes on my website

Aggregated Values (SUM, MIN, MAX, AVG)

Example: People who spent more than $100 dollars in the past 30 days

Example: People who had fewer than three transactions in the past 90 days

Device - Example: People who accessed my website while on an Android phone

32. Dynamic Product Ads

33. Dynamic Product Ads
Best Practices

Test different time segments

Test different placement

Mobile Newsfeed

Desktop Newsfeed

Right-Hand side

Test single image vs. carousel

Always exclude buyers (!)

34. Lookalike Audiences
Facebook will find users with

behavior similar to your audience

Use it for reaching to new visitors

35. Create Lookalike Audience
In Ads Manager go to (Tools) Audiences Create Audience Lookalike Audience→ →

36. #5
You Use Auto-Bidding
& Don't Optimize

37. Autobidding
Auto-bidding usually works

only in short-term

You can't optimize bids

You don't have CPC under control

(my record CPC is $50)

38. Why Should You Optimize?

39. Optimization

Increase bids / budget for good performing ad sets

Decrease bids / budget for bad performing ad sets

Stop worst performing ad sets

Stop worst performing creatives

Learn what type of creative works for which audience
www.lukaskrejca.com/how-to-optimize-your-facebook-advertising-bidding/

40. Challenge:
How To Automate The Routine?

41. With Optimization You Can Achieve Miracles

42. THANK YOU!
FOR MORE INFO SEE
www.roihunter.com
@roihuntercom
Send me your feedback:
lukas@roihunter.com
@lukaskrejca