Everything You Need to KnowAbout Facebook Targetingto Maximize ROI

WEBINAR

Susana CipriotaAutomating Data-Driven Facebook Ads for Ecommerce SitesFunnely Co-Founder | CMO & VP Product

SAN FRANCISCO BAY AREA | INTERNET

CURRENT: FUNNELYPREVIOUS: HEWLETT PACKARDEDUCATION: STANFORD UNIVERSITY GRADUATE SCHOOL OF BUSINESS

Published by Susana:

HOST

THE PERFECT FUNNEL IS A FRAUD: THE REAL ECOMM…MARCH 16,2016

SINGAPOREAN ECOMM’SONLINE SALES SKYROCKET…MARCH 7,2016

UNLOCKING REVENUE BEHIND DYNAMIC PRODUCT ADS

FEBRUARY 18,2016

Facebook Targeting Objectives

01

Demand Generation

02 03 04 05

Audience Insights

Demand Capture

Facebook Targeting TipsIn Numbers

AGENDA

CACLOWER COST

PER PURCHASE

ROILEVERAGE

ROI

SALESSCALE SALES

LTVRAISE LTVOF THE CLIENT

ECOMM MARKETER MAIN OBJETIVES

FACEBOOK TARGETING OBJECTIVES

LOOKALIKE AUDIENCES

CUSTOM AUDIENCES

• INTERESTS

• BEHAVIOURS

• DEMOGRAPHICS

• LOCATION

• WEBSITE

• CUSTOM AUDIENCES

Upload a list of emails, phone numbers or Facebook user ids you want to target and Facebook will match them with its users.

STANDARD CUSTOM AUDIENCE

Insert the Facebook tracking code on your website and you’ll be able to target your ads for all users that have visited a specific page during a set time period.

WEBSITECUSTOM AUDIENCE

Once you’ve created a Custom Audience you can ask Facebook to create a broader Lookalike Audience to target your ads toward similar users. Facebook will look for characteristics your users have in common and create a much bigger list of very similar users.

LOOKALIKE

FACEBOOK TARGETING OBJECTIVES

DEMAND

CONVERSION OBJECTIVE METRICS

VISITOR REACH

• Cost per conversion

• Conversion rate visits / views

• Reach

PURCHASE ROI

• Revenue / Ad Spend

• Cost per purchase

• Ad Fatigue

DEMAND GENERATION: REACH

VS

Interests targeting

HOW TO OPTIMIZE INTEREST TARGETING:A. AUDIENCE INSIGHTS

AUDIENCE INSIGHTS

AUDIENCES INSIGHTS

B. NARROW LOCATIONBY REGION BREAKDOWN

LOOKALIKE AUDIENCES

DEMAND CAPTURE: ROI

WEBSITE CUSTOMAUDIENCES

Facebook Pixel and eventsFACEBOOK TARGETING OBJECTIVES

AUDIENCES INCLUSION & EXCLUSIONS

are required in an ad set to perform better: Consider removing some of your targeting options to

broader it if your audience is too small.

2,000(at least)

of a test running is required to let Facebook algorithms to learn and reflect future results on future campaigns.

The longer, the better.

24hs(at least)

are required by the Facebook conversion optimization algorithm to learn and perform better.

We suggest you to ensure you invest a daily budget that affords 50 conversions.

50 conversionsdaily

is the size we suggest for the lookalike audience size, if you got a bigger one, you can narrow it by interests

or behaviours.

1MMpeople

are usually required for a page to be listed under interests. Not all Facebook Pages are available for targeting as an

interests in Facebook Ads, only the popular ones

50,000likes

from an emailing database are expected to be matched with their Facebook identity while creating a Custom

Audience.

70%of the contacts

is the suggested size of a custom audience to be used as a lookalike seed to let the algorithm work effectively. It

needs a good amount of data to analyze and learn from.

5,000

Thank you!

Questions to: susana@funne.ly