facebook advertising
TRANSCRIPT
Facebook AdvertisingMay 1, 2015
Paul Stonier | www.paulstonier.com | 607-358-5199
Agenda
Types of ads
Setting up ads
Optimization
Types of Ad Placement
Why build a network?
Why build a network?
Format Variations
News Feed
Text Only (Boosted Post)
Offers
Single Photo
3+ Photos
Video
3+ Photos Format
3+ Photos Format
Video on Facebook
Targetting
Define your customized audience for each ad
Other Techniques for Targeting
People who already “like” your competitors
Shown interest in adjacent topics
Life Events (i.e. recently engaged, new parents)
Buying Behavior (i.e. coupon users, likely to buy running gear)
Payment Options
Fixed CPM ($ per 1,000 impressions)
Optimized CPM (Auto adjusting $ per 1,000 impressions)
PPC (Pay Per Click)
Reports Help Adjust Pricing
Creating the ad
Text (135 character limit)
Graphic
Headline/Link Title (25 Characters or Less)
Call-to-Action Button
Destination URL (Landing page)
Optimization
Visitor on Facebook
Prospect on Landing Page
Confirmed Lead
Customer
Optimization
Visitor on Facebook
Prospect on Landing Page
Confirmed Lead
Customer
What you can adjust
Format
Audience Targeting
Image
Headline/Text
Offer
What you can adjust
Version A Version B Version C
Optimization
Visitor on Facebook
Prospect on Landing Page
Confirmed Lead
Customer
Tools for Optimization
Split Testing
Optimizely, Visual Website Optimizer, Google Experiments
Heatmaps
Click Tracking & Scroll Tracking
CrazyEgg, Sumome, Clicktale
Video Progress
Wistia, Google Tag Manager
Understanding the behavior of visitors on your page allows you to adjust and guide the
behavior towards the desired result.
Efficiency Cost Per Acquisition
(CPA)
Rate of Growth
