Facebook Ad Campaigns That Convert

#MasterSocialAds @HeatherCooan
Mastering Social Media Advertising Workshop
Facebook Ads
Creating
Campaigns that
Convert

Revolutionizing the way companies
think about and approach growth!
www.HDCDigital.com
Email to request this deck:
hcooan@hdcdigital.com
Heather Cooan – Founder & Principal Growth Strategist

 We’ll Cover…
– Buyer & Customer Journey
Campaign Planning
– Campaign Objectives
– Account Structure & Settings
– High Performance Ad Creative
– Pro Tips!
– Discussion Exercises
Agenda

Facebook Campaign Planning

Buyer & Customer Journey
Awareness Consideration Decision Initiate Engage Advocacy

AWARENESS
Experiencing
symptoms and
doing research to
understand, frame,
and give a name to
their problem or
opportunity.
CONSIDERATION
Has given a
definition and name
to their situation,
and is committed to
researching
available
approaches and
methods to solve it.
DECISION
Has decided on a
solution strategy
and is compiling a
list of
vendors/products.
Will whittle down to
short list before
making decision.
INITIATE
Has purchased and
taken ownership of
their purchase. Is
getting used to their
new purchase.
Figuring out new
settings, features,
et.
ENGAGE
Is comfortable with
their new purchase,
continues to learn
more about it. Has
begun looking into
and purchasing
complimentary
products or services.
ADVOCACY
Are so pleased with
their purchase,
complimentary
products/services,
and experiences that
they are sharing
with their friends
and family.
Identify your target audience mindset based on where they are in their buyer or
customer journey.
Buyer & Customer Journey Stages Defined

AWARENESS
Experiencing
symptoms and
doing research to
understand, frame,
and give a name to
their problem or
opportunity.
CONSIDERATION
Has given a
definition and name
to their situation,
and is committed to
researching
available
approaches and
methods to solve it.
DECISION
Has decided on a
solution strategy
and is compiling a
list of
vendors/products.
Will whittle down to
short list before
making decision.
INITIATE
Has purchased and
taken ownership of
their purchase. Is
getting used to their
new purchase.
Figuring out new
settings, features,
et.
ENGAGE
Is comfortable with
their new purchase,
continues to learn
more about it. Has
begun looking into
and purchasing
complimentary
products or services.
ADVOCACY
Are so pleased with
their purchase,
complimentary
products/services,
and experiences that
they are sharing
with their friends
and family.
Identify your target audience mindset based on where they are in their buyer or
customer journey.
Buyer & Customer Journey: Volunteer Example

Buyer & Customer Personas
 Who Are You Trying to Reach?
– Demographics
• Age, Gender, Location, Language
& Slang, Household Income,
Marital Status, Children, etc.
– Interests
• Hobbies, activities,
entertainment, etc.
– Challenges, Pains, & Frustrations
– Goals & Values
– Buying Signals

Buyer & Customer Personas
 Who Are You Trying to Reach?
– Where do they hang out online?
• How do they interact?
– How do they consume content?
– Buyers persona’s may be different
from customer personas
depending on how your product or
service impacts your customer
– Resource: HubSpot Persona
Template
• https://offers.hubspot.com/perso
na-templates

Persona Targeting Journey Stage Objective Content
Tobi Day Female, single, ages
20-30, major US cities,
tech savvy, highly
organized & motivated,
no time for BS, self-
learner.
B – Consideration (has
defined the problem
she wants to solve)
Educate about the
category of products or
services that solves her
problem.
Easily digested short-
form content that
provides obvious
solutions quickly.
Branded tangibles.
Clark Andrews Male, single, ages 20-
30, major US cities
(tech hubs), highly
technical, values
improved health,
growth & achievement.
Methodical & feeler.
B – Decision (know
what solution they are
looking for)
Choose our product
over other options.
Long-form content that
differentiates &
validates our product
against the competition
with data, case studies,
feature comparisons.
Create Campaign Plan/Map: Example Walkthrough
Resource: http://hdcdigital.com/mpl-portfolio/facebook-ads-campaign-planner/

Persona Targeting Journey Stage Objective Content
Tobi Day Female, single, ages
20-30, major US cities,
tech savvy, highly
organized & motivated,
no time for BS, self-
learner.
B – Decision (know
what solution they are
looking for)
Choose our product
over other options.
Clark Andrews Male, single, ages 20-
30, major US cities
(tech hubs), highly
technical, values
improved health,
growth & achievement
methodical.
B – Consideration (has
defined the problem
she wants to solve)
Educate about the
category of products or
services that solves her
problem.
Create Campaign Plan/Map: Exercise
Resource: http://hdcdigital.com/mpl-portfolio/facebook-ads-campaign-planner/

Campaign Objectives

Facebook Ads Marketing Objectives: Buyers Journey
Awareness Consideration Decision

Facebook Ads Marketing Objectives: Customer Journey
Initiate Engage Advocacy

Facebook Ads Account Structure

Facebook Ads Campaign Structure
Campaign
Indiegogo
Indiegogo Launch
Adventure InterestedAudience
Go Pro Slayer
Ad
Camera Ad
Indiegogo/Kickstarter Interested
Audience
Contextual Ad Camera Ad
Account
Ad Set
Ads
Company
Objective
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs

Indiegogo
Indiegogo Launch
Go Pro Slayer
Ad
Camera Ad
Audience
Account
Campaign
Ad Set
Ads
Company
Objective
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Account Level
– Holds all of your campaigns, ad sets,
and ads
– Typically, you’d have a single account
for your business
• Exceptions: brand portfolios, mergers &
acquisitions, different divisions
• All business assets should all be housed
under Business Manager if there are
multiple accounts

 When in doubt, split it out!
– Granularity & performance are directly
related
• Applies to any high-volume ad platform
PRO PERFORMANCE TIP!

Campaign
Account
Ad Set
Ads
Company
Objective
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Campaign Level
– Each campaign corresponds
to a single objective
• Clearly name campaigns
– Campaign Spend Limit

Campaign
Account
Ad Set
Ads
Company
Objective
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Campaign Level
– [New] Campaign Budget
Optimizer
– Optimizes across ad sets
• Lowest Cost = Automatic Bidding
(recommended)
• Target Cost = Target CPA

Campaign
Account
Ad Set
Ads
Company
Objective
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Campaign Level
– [New] A/B Test Ad Sets
– Example Tests
• Test the same ad on two different
audiences
• Test two delivery optimizations

Ad Set
Ads
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Ad Set Level
– Budget & Scheduling
– Audience
– Placement
– Optimization & Delivery
 Excel Friendly Naming
Conventions
– Advanced Options

Indiegogo Launch
Go Pro Slayer
Ad
Camera Ad
Audience
Ad Set
Ads
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Ad Set Level
• Lifetime vs. Daily Budgets
– Different budgets require separate
ad sets
• Ad Scheduling
– End Dates
– Different end dates require
separate ad sets

Indiegogo Launch
Go Pro Slayer
Ad
Camera Ad
Audience
Ad Set
Ads
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Ad Set Level
• Evergreen
• Day Parting
– Different schedules require
separate ad sets
– Different time zones require
different ad sets

Indiegogo Launch
Go Pro Slayer
Ad
Camera Ad
Audience
Ad Set
Ads
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Ad Set Level
– Audience
• Single audience per ad set
– Exception: Super small reach
• Connections Advanced
Combinations
– Exclude or target only your fans,
app users, or event attendees

 Ad Set Level
– Audience
• Custom & look-a-like audiences
• [New] Offline Activity Audiences
– Offline Event Sets require business manager
– Live Event Attendees, Coupon Redemptions,
Donors, etc.
• [Updated] Engagement Audiences
– Any time engaging with any Facebook or
Instagram real estate
– Great for moving anonymous traffic to
conversion action

Indiegogo Launch
Go Pro Slayer
Ad
Camera Ad
Audience
Ad Set
Ads
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Ad Set Level
– Placement
• Devices
• Platforms

Indiegogo Launch
Go Pro Slayer
Ad
Camera Ad
Audience
Ad Set
Ads
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Ad Set Level
– Placement
• Devices
– OS Versions
– Device Models
• Pro Tip: This can be a budget saving
area – use GA data to learn about
your web traffic or set exclusions
based on ad tech.

Indiegogo Launch
Go Pro Slayer
Ad
Camera Ad
Audience
Ad Set
Ads
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Ad Set Level
– Placement
• No mobile? You can’t play.
• Separate ad sets for separate
placements for clarity of data
– Algorithms are smart enough to
combine & reporting is getting better
• [New] Asset Customization
– Allow you to customize assets by
placement in a single ad

Facebook Placements
 Facebook Placements
– Feeds
– Instant Articles
– In-Stream Videos
– Right Column
– Suggested Videos
– Marketplace
• Use ‘View Media Requirement’ link
below preview for specs
 Multiple concurrent flights
 Consult your campaign map

Instagram Placements
 Instagram Placements
– Feed
– Stories
• Use ‘View Media Requirement’
link below preview for specs
 Multiple concurrent flights
 Consult your campaign
map
 Swipe Up CTA’s

Audience Network Placements
 Audience Network
Placements
– Native, Banner and Interstitial
– In-Stream Videos
– Rewarded Videos
• Websites
• Inside apps
• Inside games
• Use ‘View Media Requirement’ link
below preview for specs
 Similar to Google’s Display
Network
– All the exclusions, all the time!

Indiegogo Launch
Go Pro Slayer
Ad
Camera Ad
Audience
Ad Set
Ads
Targeting,
Placements, Day
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Ad Set Level
– Block Lists
– Exclusions

Messenger Placements
 Messenger Placements
– Home
– Sponsored Messages
• Use ‘View Media Requirement’
link below preview for specs
– Consult your campaign map

Don’t Be a Donkey!

Go Pro Slayer
Ad
Camera Ad
Audience
Ad Set
Ads
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs
 Ad Level
– Each ad set can include
multiple ads with different
images, text, call-to-action
buttons, links or video.
– Test Often!

Go Pro Slayer
Ad
Camera Ad
Audience
Ad Set
Ads
Parting, Bids,
Budget
Ad Creative
Type, Copy,
CTAs

Facebook & Instagram Ad Creative

Ad Creative Best Practices
 High Performing Ads
– Simple Images
– High Contrast
– Bright Colors
– Happy People

Ad Creative Best Practices
 High Performing Ads
– Minimal Text…or else!

No Creative Team? No Problem

Instagram Case Study Library
https://business.instagram.com/success

Facebook Case Study Library
https://www.facebook.com/business/success

hcooan@hdcdigital.com
@HeatherCooan
https://www.linkedin.com/in/hcooan/
Thanks, Let’s Connect!
www.HDCDigital.com

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