facebook ads - the shifting landscape from keywords to audiences - ned poulter #searchleeds
TRANSCRIPT
![Page 1: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/1.jpg)
VISIT
www.polestardigital.com
CALL
0161 669 4749
FOLLOW
@nedpoulter
FACEBOOK ADS: THE SHIFTING LANDSCAPE,
FROM KEYWORDS TO AUDIENCES
![Page 2: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/2.jpg)
FOUNDER & CEO
Why this guy?
![Page 3: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/3.jpg)
![Page 4: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/4.jpg)
![Page 5: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/5.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 6: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/6.jpg)
![Page 7: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/7.jpg)
ENTER…
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 8: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/8.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 9: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/9.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
Age
Demographic
Gender City
Country
Language
Job title Relationship status
Education Level
Income Categories
App Engagement
Website Visitors
![Page 10: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/10.jpg)
HERE ARE 7 EXAMPLES OF FACEBOOK
AUDIENCES THAT YOU CAN TRY AT HOME…
![Page 11: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/11.jpg)
FACEBOOK [LIVE] VIDEO.
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 12: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/12.jpg)
CREATE A CUSTOM AUDIENCE
BASED ON PEOPLE WHO HAVE
ENGAGED WITH YOUR VIDEO…
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 13: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/13.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 14: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/14.jpg)
TOP TIP! TAG PRODUCTS
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 15: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/15.jpg)
37.9 MILLION VIEWS!!!
![Page 16: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/16.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP! USE COST PER VIEW
![Page 17: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/17.jpg)
![Page 18: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/18.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 1 – LEADING UP TO A PRODUCT RELEASE/EVENT
![Page 19: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/19.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 2 – PROMOTE TOPICAL CONTENT
POST IS ABOUT VIDEOS, MAKE
THE SOCIAL POST A VIDEO TOO!
![Page 20: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/20.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
GREAT IDEA FOR…
START-UPSNEW
PRODUCT LAUNCHES
SAAS COMPANIES
![Page 21: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/21.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP CONTENT CONSUMERS.
![Page 22: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/22.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 23: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/23.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 24: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/24.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP! OPTIMISE FOR DAILY UNIQUE REACH
![Page 25: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/25.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 1 – INCREASE POST ENGAGEMENT
![Page 26: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/26.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 2 – PROMOTE ENGAGEMENT W/ NEW CONTENT
![Page 27: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/27.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
GREAT IDEA FOR…
MEDIA COMPANIES
BLOGGERS
![Page 28: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/28.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
LINKEDIN CROSS-TARGETING.
![Page 29: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/29.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 30: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/30.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 31: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/31.jpg)
UPLOAD THE EMAIL ADDRESSES OF
YOUR LINKEDIN CONNECTIONS
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 32: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/32.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 1 – MARKETING AN EVENT
#SEARCHLEEDS ;-)
![Page 33: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/33.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 2 – MARKETING A WEBINAR/TRAINING SESSION
![Page 34: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/34.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP! OPTIMISE FOR REACH
![Page 35: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/35.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP! ADAPT CTA TO TAKE IMMEDIATE ACTION (E.G. SIGN
UP/REGISTER)
![Page 36: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/36.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
Look-a-Like Audiences +
Similar Audiences
Act-a-Like Audiences
TOP TIP! TEST THIS BEYOND FACEBOOK…
![Page 37: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/37.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP: TRIAL GOOGLE SPONSORED PROMOTIONS
![Page 38: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/38.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP: TRIAL TWITTER TAILORED AUDIENCES
TRY NOT TO GET YOUR
HOPES UP THOUGH…
![Page 39: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/39.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
REMEMBER!
![Page 40: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/40.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
GREAT IDEA FOR…
EVENT MARKETING
LEAD GENERATION / SALES
CONTENT PROMOTION
![Page 41: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/41.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
FUNNEL NON-COMPLETERS.
![Page 42: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/42.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 43: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/43.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP! SET-UP AD SEQUENCING
![Page 44: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/44.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP! AD SEQUENCING = WINNING!
http://bit.ly/2rzN5u6
![Page 45: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/45.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 1 – FOLLOW UP ON TRIALERS
![Page 46: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/46.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 2 – PROMOTE EVENT SIGN-UPS
![Page 47: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/47.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
GREAT IDEA FOR…
EVENT MARKETING
SAAS COMPANIES
ECOMMERCE COMPANIES
![Page 48: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/48.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
HYPER-LOCAL.
![Page 49: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/49.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP! MAKE CTA IMMEDIATELY ACTIONABLE!
YOU
FREE
BECAUSE INSTANTLY
NEW
![Page 50: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/50.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 1 – BOOST RESTAURANT PROMOTIONS
![Page 51: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/51.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 2 – BOOST RESTAURANT PROMOTIONS
![Page 52: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/52.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 3 – PROMOTE LOCAL SERVICE
![Page 53: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/53.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
GREAT IDEA FOR…
TIME-BASED PROMOTIONS
RESTAURANTS / BARS
LOCAL BUSINESSES
![Page 54: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/54.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
CUSTOMER WIN-BACK.
![Page 55: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/55.jpg)
TOP TIP: ASSIGN THIS TO VARIOUS EVENTS
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
DOESN’T JUST HAVE
TO BE SALES
![Page 56: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/56.jpg)
EXAMPLE USE 1 – INCENTIVISE RE-ORDER
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 57: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/57.jpg)
EXAMPLE USE 2 – INCENTIVISE RE-ORDER
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
![Page 58: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/58.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 3 – INCENTIVISE SIGN-UP
![Page 59: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/59.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 4 – INCENTIVISE BASED ON ORDER HISTORY
![Page 60: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/60.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
GREAT IDEA FOR…
ECOMMERCE COMPANIES
RESTAURANTS / BARS
SAAS COMPANIES
![Page 61: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/61.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
HIGH CLTV LOOK-A-LIKES.
![Page 62: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/62.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
TOP TIP: APPLY PARETO PRINCIPLE, THEN CREATE LOOKALIKES
![Page 63: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/63.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
Av. value of sale x
no. of repeat transactions x
av. retention for typical customer
(months/years)
= CLTV
THINKING CAPS ON…
![Page 64: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/64.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
£75 (Av. value of sale)
x 9 (# of repeat transactions)
x 3 (Av. Customer retention – years)
CLTV = £2,025 (£675 per year)
EXAMPLE
![Page 65: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/65.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
Take the top 20% of customers…
…create a lookalike audience from them
THINKING CAPS ON…
![Page 66: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/66.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 1 – INCENTIVISE FIRST-TIME ORDER
![Page 67: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/67.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
EXAMPLE USE 2 – REASSURE PURCHASE DECISION W/ GUARANTEE
![Page 68: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/68.jpg)
FACEBOOK ADS @ #SEARCHLEEDS \ BY @NEDPOULTER
GREAT IDEA FOR…
ECOMMERCE COMPANIES
SAAS COMPANIES
![Page 69: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/69.jpg)
![Page 70: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/70.jpg)
![Page 71: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/71.jpg)
@NedPoulter
/NedPoulter
![Page 72: Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds](https://reader031.vdocuments.mx/reader031/viewer/2022030318/5a6479247f8b9a4c568b4627/html5/thumbnails/72.jpg)
Thank You.
VISIT
www.polestardigital.com
CALL
0161 669 4749
FOLLOW
@nedpoulter