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