Our Digital Performance Marketing Manager Jake Newbould put together his top 10 tips on paid Facebook advertising.

2. Advanced
Facebook
Advertising
Jake Newbould
Digital Performance Marketing Manager
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival

3. Contents: The Top 10 tips
1. Choosing the right Campaign Objective
2. Creating your target Audiences
3. Using the Advertising Funnel
4. How and why you need to be Testing
5. Understanding Campaign Budget Optimisation
6. Unlocking the power of the Facebook Pixel
7. Why you should be using UTM Parameters
8. Did you know about Facebook Automation?
9. Effective use of Lead Generation
10. Putting forward your best Creative & Copy
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival

4. 11 to choose from – where to start?
Choosing the right Campaign Objective
Traffic vs Conversions debate
If you’re a start-up then opt for traffic
to your website, as your pixel won’t
have enough data.
Make the move to conversions once
your Facebook pixel is up and running.
More learnings = better performing
ads.
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival

5. Creating your Target Audiences
Leverage advanced Facebook Audiences
There’s more options than just interest based audiences
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Start with a 1% lookalike
(closest match to your
source) → measure
effectiveness → scale up to
reach new users.
The better your seed audience the
more powerful your lookalike audience
will be.
Using a more qualified source i.e.
Purchasers will generate new people
similar to that!

6. Using the Advertising Funnel
Structure your campaigns for long-term success
Start with a 1% lookalike
(closest match to your
source) → measure
effectiveness scale up to
reach new users.
Awareness
KPI: Traffic + Reach
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Interest Targeting & Lookalike Audiences
View Product
Add to Basket
Purchase
Upsell/Cross-sell
Consideration
KPI:
Engagement + Qualified Traffic
Conversion
KPI: Sales + ROAS
Prospecting
(lower expected ROAS)
Retargeting
(higher expected ROAS)
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7. Put your hypothesis up to the test: Lead with statistically significant results
How and why you need to be Testing
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival

8. How to get the most out of Facebook’s new optimization tool
Understanding Campaign Budget Optimisation
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Know what you or your
clients monthly Facebook
budget is?
Manage spend easier at
campaign level & let
Facebook do the
optimisation for you!

9. The Facebook pixel main’s objective is to:
Gather data from your website and to simultaneously communicated that data with Facebook
Helping to link your website to an audience on Facebook who have taken similar actions you selected as your objective
Unlocking the power of the Facebook Pixel
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Google Chrome pixel helper lets you see
what events are being traced on the
website.

10. E-commerce business? Tracking the effectiveness of your social campaigns beyond just Facebook metrics is
critical to making data-led decisions for future activity.
Example: utm_source=facebook&utm_medium=social&utm_content=yourcampaignname
Why you should be using UTM Parameters
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Create a uniformed naming
convention for all of your
campaigns.
Attribute traffic, bounce rate, new
users and most importantly revenue to
your campaigns in Google analytics!

11. Did you know about Facebook Automation?
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Creating rules to get more out of your campaigns on autopilot
Apply your rules to specific
campaigns or ad-sets.
Easy to set-up & works as a
‘if this then than’
methodology. Great when
working across multiple
accounts.

12. Effective use of Lead Generation
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Grow your email list through lead-gen campaigns
Lead generation campaigns can be
a great alternative if your website
or landing page is
underperforming.
Remember to either sync your
leads with a CRM or manually
export to follow-up & begin the
sales process.
The benefit of lead generation
campaigns are that it’s all done
native in the platform.
Customers chose to go onto the
Facebook app, so you’re not
disrupting them by keeping them
there.

13. Putting your forward your best Creative & Copy
Jake NewbouldBrilliant Agency Advanced Facebook Advertising Leeds Digital Festival
Used against the right person at the right time & place
If you are using automatic placements then
don’t neglect your creative in each area.
Change according to the correct ad-
placement specifications.
Snap
Benefit
Action
To your ‘cold customer’
utilise the ‘snap, benefit +
action method.
To ‘warmer customers’ build
in trust by using testimonials
& friendly reminders to get
the conversion over the line.

14. Thank you. Any Questions?