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Introduction to 
Facebook Marketing 
Analytics Roundtable meetup 
October 8th, 2014
What you will learn Today 
• Ad Types 
• Campaign Structure 
• Advanced Targeting 
– Custom Audiences & Remarketing 
– Lookalike audiences 
– Life Events 
– Behaviors 
– Third Party Data Providers 
• The Power Editor 
• Demo
Ad Types
Page post text ads
Mobile App ads (Installs and Re-Engagement) 
Call to action options include: Install Now, Shop Now, Play Game, Use App, Book Now, Listen 
Now, Watch Video, Learn More, Sign Up, Download, Watch More 
App star rating is automatically pulled in from native platform app stores (Apple App Store or 
Google Play)
Desktop App ad
Domain ads
Event ads
Page like ads
Page post photo ads
Link ads
Multiproduct ads
Offer ads
Page post video ads
How to share links (if traffic is your goal) 
Check Jon Loomer’s blog post about it
Campaign Structure
Objectives
Different ads for different objectives
Calls to actions in ads 
Only if the objective is: 
- Clicks to Website 
- Website Conversions 
Available call to actions: 
https://www.facebook.com/business/a/online-sales/calls-to-actions
Structure
Advanced Targeting 
(Custom Audiences & 
Remarketing)
Conversion Tracking 
“If you aren't using Facebook's Conversion Tracking, you may be throwing your money 
away”. Jon Loomer (Facebook Marketing Guru)
E-Mail Custom Audiences 
ie. Target those who did not open your last newsletter 
http://www.jonloomer.com/2012/09/24/facebook-custom-audiences/
Websites Custom Audiences 
http://www.jonloomer.com/2014/01/28/website-custom-audiences-facebook/
Mobile App Custom Audiences 
“Passed Level 8 in the last 10 days" 
"Used app in the last 7 days but hasn't purchased 
anything" 
"Added to cart but not purchased" 
https://developers.facebook.com/docs/reference/ads-api/custom-audience-mobile
Lookalike Audiences 
https://www.facebook.com/help/740305725989187/
Life Events 
• Away from family / hometown 
• Long distance relationship 
• New job / relationship 
• Newly engaged (1 year / 3 months / 6 months) 
• Newlywed (1 year / 3 months / 6 months) 
• Recently moved (last 6 months) 
• Upcoming birthday (this week)
Behaviors (mostly U.S. offline data) 
• Car they drive and when they bought it 
• Charitable donations 
• Facebook page admins 
• Photo uploaders (>50 last month) 
• E-Mail domain (gmail / hotmail / yahoo) 
• What do they like to drink or eat? 
• Frequent Travelers / Commuters 
• Returned from trip (1-2 weeks ago)
Third Party Data Providers (U.S.) 
• College? 
• New / Soon to be parents? 
• Age of children 
• Homeowner / Renter 
• Job roles 
• Working moms / Corporate executives 
• ESPN / Disney / TNT
Facebook’s Power Editor
Why should you use the power editor? 
- Campaign Tags 
- Advanced Ad Schedule 
- Multiple conversion pixels in one page 
- Exclude custom audiences 
- Saved Audiences / Target Groups 
- Bulk ad editing (Excel or Chrome) 
- Partner Categories (U.S. only)
Where to start? 
• Target your current fans (limited by city or region) 
• Upload the e-mail list of my past customers and 
target them in facebook using E-mail Custom 
Audiences 
• Remarketing visitors to my website from the previous 
180 days using facebook’s Website Custom 
Audiences 
• Use a conversion tracking pixel to target people who 
added products to the cart but did not buy 
• Use Facebook’s lookalike audiences to target people 
similar to your fans or current buyers
Demo
Sources 
Facebook 
Conversion tracking (pixels) and Conversion Measurement Overview 
Facebook’s official post about new campaign structure 
Jon Loomer’s blog 
How to start with Facebook Ads 
New Campaign Structure 
How to create ad reports 
This is Why You Must Use Facebook Conversion Tracking (Example) 
Call to action buttons 
Facebook’s premium ads 
Facebook’s ad product guide 
FB Pixel Helper Chrome Extension 
The beginner guide to facebook advertising 
Qwaya’s guide to facebook ads (most ad sizes)

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Introduction to Facebook Ads

  • 1. Introduction to Facebook Marketing Analytics Roundtable meetup October 8th, 2014
  • 2. What you will learn Today • Ad Types • Campaign Structure • Advanced Targeting – Custom Audiences & Remarketing – Lookalike audiences – Life Events – Behaviors – Third Party Data Providers • The Power Editor • Demo
  • 5. Mobile App ads (Installs and Re-Engagement) Call to action options include: Install Now, Shop Now, Play Game, Use App, Book Now, Listen Now, Watch Video, Learn More, Sign Up, Download, Watch More App star rating is automatically pulled in from native platform app stores (Apple App Store or Google Play)
  • 15. How to share links (if traffic is your goal) Check Jon Loomer’s blog post about it
  • 18. Different ads for different objectives
  • 19. Calls to actions in ads Only if the objective is: - Clicks to Website - Website Conversions Available call to actions: https://www.facebook.com/business/a/online-sales/calls-to-actions
  • 21. Advanced Targeting (Custom Audiences & Remarketing)
  • 22. Conversion Tracking “If you aren't using Facebook's Conversion Tracking, you may be throwing your money away”. Jon Loomer (Facebook Marketing Guru)
  • 23. E-Mail Custom Audiences ie. Target those who did not open your last newsletter http://www.jonloomer.com/2012/09/24/facebook-custom-audiences/
  • 24. Websites Custom Audiences http://www.jonloomer.com/2014/01/28/website-custom-audiences-facebook/
  • 25. Mobile App Custom Audiences “Passed Level 8 in the last 10 days" "Used app in the last 7 days but hasn't purchased anything" "Added to cart but not purchased" https://developers.facebook.com/docs/reference/ads-api/custom-audience-mobile
  • 27. Life Events • Away from family / hometown • Long distance relationship • New job / relationship • Newly engaged (1 year / 3 months / 6 months) • Newlywed (1 year / 3 months / 6 months) • Recently moved (last 6 months) • Upcoming birthday (this week)
  • 28. Behaviors (mostly U.S. offline data) • Car they drive and when they bought it • Charitable donations • Facebook page admins • Photo uploaders (>50 last month) • E-Mail domain (gmail / hotmail / yahoo) • What do they like to drink or eat? • Frequent Travelers / Commuters • Returned from trip (1-2 weeks ago)
  • 29. Third Party Data Providers (U.S.) • College? • New / Soon to be parents? • Age of children • Homeowner / Renter • Job roles • Working moms / Corporate executives • ESPN / Disney / TNT
  • 31. Why should you use the power editor? - Campaign Tags - Advanced Ad Schedule - Multiple conversion pixels in one page - Exclude custom audiences - Saved Audiences / Target Groups - Bulk ad editing (Excel or Chrome) - Partner Categories (U.S. only)
  • 32. Where to start? • Target your current fans (limited by city or region) • Upload the e-mail list of my past customers and target them in facebook using E-mail Custom Audiences • Remarketing visitors to my website from the previous 180 days using facebook’s Website Custom Audiences • Use a conversion tracking pixel to target people who added products to the cart but did not buy • Use Facebook’s lookalike audiences to target people similar to your fans or current buyers
  • 33. Demo
  • 34. Sources Facebook Conversion tracking (pixels) and Conversion Measurement Overview Facebook’s official post about new campaign structure Jon Loomer’s blog How to start with Facebook Ads New Campaign Structure How to create ad reports This is Why You Must Use Facebook Conversion Tracking (Example) Call to action buttons Facebook’s premium ads Facebook’s ad product guide FB Pixel Helper Chrome Extension The beginner guide to facebook advertising Qwaya’s guide to facebook ads (most ad sizes)

Hinweis der Redaktion

  1. Ideal to generate clicks to websites
  2. Budget and Targeting are at the Ad set level and not at the Campaign level (different to Adwords)