Having consulted and trained a myriad of companies, from small start up brands right up to some of the biggest social media properties in Britain and further afield, Ned Poulter (Pole Star Digital) has a wealth of knowledge when it comes to strategising and implementing paid social media strategies. Along the way he has picked up a broad array of leading tips and tricks, which will be shared enabling you to capitalise on your Facebook advertising. Whether you’re just starting out, or you now utilise Facebook ads as part of your broader paid marketing at scale, this talk will aim to equip you with the tools, tips and tricks to move beyond keyword and leverage audiences; taking your efforts to the next level. The talk will focus on inspiration and examples with a mission to make sure you leave knowing at least one thing you didn’t already know going into it!

1. VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
0161 669 4749
FOLLOW
@nedpoulter
FACEBOOK ADS: THE SHIFTING LANDSCAPE,
FROM KEYWORDS TO AUDIENCES

2. FOUNDER & CEO
Why this guy?

5. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

7. ENTER…
FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

8. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

9. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
Age
Demographic
Gender City
Country
Language
Job title Relationship
status
Education
Level
Income
Categories
App
Engagement
Website
Visitors

10. HERE ARE 7 EXAMPLES
OF FACEBOOK
AUDIENCES THAT YOU
CAN TRY AT HOME…

11. FACEBOOK [LIVE] VIDEO.
FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

12. CREATE A CUSTOM AUDIENCE
BASED ON PEOPLE WHO HAVE
ENGAGED WITH YOUR VIDEO…
FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

13. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

14. TOP TIP! TAG PRODUCTS
FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

15. 37.9 MILLION VIEWS!!!

16. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP! USE COST PER VIEW

18. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 1 – LEADING UP TO A PRODUCT RELEASE/EVENT

19. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 2 – PROMOTE TOPICAL CONTENT
POST IS ABOUT VIDEOS, MAKE
THE SOCIAL POST A VIDEO TOO!

20. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
GREAT IDEA FOR…
START-UPS
NEW
PRODUCT
LAUNCHES
SAAS
COMPANIES

21. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP CONTENT CONSUMERS.

22. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

23. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

24. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP! OPTIMISE FOR DAILY UNIQUE REACH

25. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 1 – INCREASE POST ENGAGEMENT

26. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 2 – PROMOTE ENGAGEMENT W/ NEW CONTENT

27. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
GREAT IDEA FOR…
MEDIA
COMPANIES
BLOGGERS

28. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
LINKEDIN CROSS-
TARGETING.

29. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

30. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

31. UPLOAD THE EMAIL ADDRESSES OF
YOUR LINKEDIN CONNECTIONS
FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

32. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 1 – MARKETING AN EVENT
#SEARCHLEEDS ;-)

33. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 2 – MARKETING A WEBINAR/TRAINING SESSION

34. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP! OPTIMISE FOR REACH

35. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP! ADAPT CTA TO TAKE IMMEDIATE ACTION (E.G. SIGN
UP/REGISTER)

36. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
Look-a-Like Audiences +
Similar Audiences
Act-a-Like Audiences
TOP TIP! TEST THIS BEYOND FACEBOOK…

37. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP: TRIAL GOOGLE SPONSORED PROMOTIONS

38. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP: TRIAL TWITTER TAILORED AUDIENCES
TRY NOT TO GET YOUR
HOPES UP THOUGH…

39. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
REMEMBER!

40. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
GREAT IDEA FOR…
EVENT
MARKETING
LEAD GENERATION
/ SALES
CONTENT
PROMOTION

41. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
FUNNEL NON-COMPLETERS.

42. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

43. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP! SET-UP AD SEQUENCING

44. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP! AD SEQUENCING = WINNING!
http://bit.ly/2rzN5u6

45. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 1 – FOLLOW UP ON TRIALERS

46. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 2 – PROMOTE EVENT SIGN-UPS

47. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
GREAT IDEA FOR…
EVENT
MARKETING
SAAS
COMPANIES
ECOMMERCE
COMPANIES

48. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
HYPER-LOCAL.

49. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP! MAKE CTA IMMEDIATELY ACTIONABLE!
YOU
FREE
BECAUSE INSTANTLY
NEW

50. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 1 – BOOST RESTAURANT PROMOTIONS

51. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 2 – BOOST RESTAURANT PROMOTIONS

52. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 3 – PROMOTE LOCAL SERVICE

53. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
GREAT IDEA FOR…
TIME-BASED
PROMOTIONS
RESTAURANTS /
BARS
LOCAL
BUSINESSES

54. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
CUSTOMER WIN-BACK.

55. TOP TIP: ASSIGN THIS TO VARIOUS EVENTS
FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
DOESN’T JUST HAVE
TO BE SALES

56. EXAMPLE USE 1 – INCENTIVISE RE-ORDER
FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

57. EXAMPLE USE 2 – INCENTIVISE RE-ORDER
FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER

58. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 3 – INCENTIVISE SIGN-UP

59. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 4 – INCENTIVISE BASED ON ORDER HISTORY

60. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
GREAT IDEA FOR…
ECOMMERCE
COMPANIES
RESTAURANTS /
BARS
SAAS
COMPANIES

61. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
HIGH CLTV LOOK-A-LIKES.

62. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
TOP TIP: APPLY PARETO PRINCIPLE, THEN CREATE LOOKALIKES

63. 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…

64. 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

65. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
Take the top 20% of customers…
…create a lookalike audience from them
THINKING CAPS ON…

66. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 1 – INCENTIVISE FIRST-TIME ORDER

67. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
EXAMPLE USE 2 – REASSURE PURCHASE DECISION W/ GUARANTEE

68. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
GREAT IDEA FOR…
ECOMMERCE
COMPANIES
SAAS
COMPANIES

71. @NedPoulter
/NedPoulter

72. Thank You.
VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
0161 669 4749
FOLLOW
@nedpoulter