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The Facebook Ads
Blueprint: Why Most Fail,
But You Won’t
MATT NELSON, KLIENTBOOST
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft dr...
@Kissmetrics
#Kisswebinar
@thuelmadsen
@KlientBoost
#Kisswebinar
@matt_e_nelson
Let’s Get Started
WATCH WEBINAR RECORDING NOW
Let’s Get Started
Have You Ever Been Stuck Waiting for FB Ads to Convert?
Let’s Get Started
OUR FACEBOOK BLUEPRINT

(GETTING YOU 90% THERE)
Let’s Get Started
1
Campaign Objectives - Which campaign should I pick?
3 Audiences - Where to prioritize and in what order
Bid Strategies -...
(1) Facebook Pixel
FACEBOOK PIXEL
#Kisswebinar
FACEBOOK PIXEL
#Kisswebinar
FACEBOOK PIXEL
#Kisswebinar
FACEBOOK PIXEL
#Kisswebinar
FACEBOOK PIXEL
#Kisswebinar
9 Standard Conversion Events
• View Content
• Search
• Add To Cart
• Add To Wishlist
• Initiat...
FACEBOOK PIXEL
#Kisswebinar
If needed, created custom conversions
FACEBOOK PIXEL
#Kisswebinar
Tracking Conversions in the Campaigns
FACEBOOK PIXEL
#Kisswebinar
FACEBOOK PIXEL
#Kisswebinar
FACEBOOK PIXEL
#Kisswebinar
(2) Campaign Objectives
CAMPAIGN OBJECTIVES
#Kisswebinar
CAMPAIGN OBJECTIVES
#Kisswebinar
CAMPAIGN OBJECTIVES
#Kisswebinar
It Depends On Your Business
! ➡ ! ! ➡ # $ % ➡ &
CAMPAIGN OBJECTIVES
#Kisswebinar
CAMPAIGN OBJECTIVES
#Kisswebinar
% ➡ &
CAMPAIGN OBJECTIVES
#Kisswebinar
$
CAMPAIGN OBJECTIVES
#Kisswebinar
! ➡ #
CAMPAIGN OBJECTIVES
#Kisswebinar
! ➡ !
CAMPAIGN OBJECTIVES
#Kisswebinar
What is the offer?
White Paper, free guide, demo request, free trial, subscribe, etc
Video
CAMPAIGN OBJECTIVES
#Kisswebinar
Lead Ads
CAMPAIGN OBJECTIVES
#Kisswebinar
Custom Drop Downs For More Qualified Leads
CAMPAIGN OBJECTIVES
#Kisswebinar
Where Do The Leads Go?
CAMPAIGN OBJECTIVES
#Kisswebinar
Integrates With CRMs
Direct Facebook Integrations
• Salesforce (Both Sales Cloud & Market...
(3) Audiences
AUDIENCES
#Kisswebinar
AUDIENCES
#Kisswebinar
UNDERSTANDING AUDIENCE
THREAT LEVELS
AUDIENCES
#Kisswebinar
Ever Launched a Social Campaign

That Didn’t Work?
AUDIENCES
#Kisswebinar
You Weren’t Obeying The “Chuck Norris PPC Cycle”
ACTION!
Consideration
Awareness
Display visitors
s...
AUDIENCES
#Kisswebinar
Different Types of Visitors, 

Need Different Types of Offers
AUDIENCES
#Kisswebinar
Cold Visitors
They don’t know you and they’re not
looking for what you offer.
AUDIENCES
#Kisswebinar
Warm Visitors
They’re interested in what you offer, 

but not sure if you’re their solution.
AUDIENCES
#Kisswebinar
Hot Visitors
They’re searching for your brand name
and want to do business with you.
AUDIENCES
#Kisswebinar
The PPC Intent & Threat Scale
Conversion 

Intent
Conversion 

Threat
AUDIENCES
#Kisswebinar
The PPC Intent & Threat Scale
AUDIENCES
#Kisswebinar
The PPC Intent & Threat Scale
Display Video Social Search
AUDIENCES
#Kisswebinar
So What Does This Mean For FB Ads?
=
=
AUDIENCES
#Kisswebinar
AUDIENCES
#Kisswebinar
1) Exhaust All Custom Audience Builds
AUDIENCES
#Kisswebinar
1) Exhaust All Custom Audience Builds (Retargeting)
• First Buyers / Converters
Purchase Again
Up-s...
AUDIENCES
#Kisswebinar
2) Lookalike Audiences
AUDIENCES
#Kisswebinar
2) Lookalike Audiences
AUDIENCES
#Kisswebinar
2) Lookalike Audiences
• Create 1% lookalikes from custom audiences
Start with lowest funnel (your ...
AUDIENCES
#Kisswebinar
3) Saved Audiences
AUDIENCES
#Kisswebinar
3) Saved Audiences
• Interest / Demographic Based Targeting
• Target your ideal customer persona
• ...
AUDIENCES
#Kisswebinar
4) 1 Ad Set = 1 Audience
• Exclude appropriate audiences
• Keep granular to know what audience is a...
AUDIENCES
#Kisswebinar
Important to Note
• LALs and saved audiences might not convert on the same
custom audience offer (d...
AUDIENCES
#Kisswebinar
Want More Info on the PPC Traffic Thermometer?
Kissmetrics Webinar #180
http://grow.kissmetrics.com...
(4) Bid Strategies
BID STRATEGIES
#Kisswebinar
BID STRATEGIES
#Kisswebinar
Always Start With Automatic Bidding
BID STRATEGIES
#Kisswebinar
Always Start With Automatic Bidding
• Get faster ad distribution
• Build up traffic to get ini...
BID STRATEGIES
#Kisswebinar
What Do I Do After Setting Automatic Bids?
BID STRATEGIES
#Kisswebinar
Set Max Bids To Lower CPA
(5) Ads: Ad Types & Content
AD TYPES & CONTENT
#Kisswebinar
AD TYPES & CONTENT
#Kisswebinar
• Dark post ads

Build social proof and use same ads across different ad sets.
• Ad types
...
AD TYPES & CONTENT
#Kisswebinar
Dark Posting
AD TYPES & CONTENT
#Kisswebinar
Dark Posting
AD TYPES & CONTENT
#Kisswebinar
Pre-Promo Your Dark Posts
AD TYPES & CONTENT
#Kisswebinar
Build Social Proof Before Launch
• See post with comments

https://www.facebook.com/
62600...
AD TYPES & CONTENT
#Kisswebinar
Don’t Be Like Juicero
AD TYPES & CONTENT
#Kisswebinar
3 Main Ad Types For Your Ad War Chest
Image Ads Carousel Ads Video Ads
AD TYPES & CONTENT
#Kisswebinar
What Should I Offer?
AD TYPES & CONTENT
#Kisswebinar
The PPC Intent & Threat Scale
Display Video Social Search
AD TYPES & CONTENT
#Kisswebinar
Your Offers Need to Match Your PPC
Channel Temperature
Coupon
Checklist/Cheatsheet
Toolkit...
AD TYPES & CONTENT
#Kisswebinar
What Does An Example of
This Look Like?
AD TYPES & CONTENT
#Kisswebinar
AD TYPES & CONTENT
#Kisswebinar
AD TYPES & CONTENT
#Kisswebinar
AD TYPES & CONTENT
#Kisswebinar
AD TYPES & CONTENT
#Kisswebinar
AD TYPES & CONTENT
#Kisswebinar
What Does This Mean For FB Ads?
AD TYPES & CONTENT
#Kisswebinar
Your Offers Need to Match Your FB
Audience Temperature
Coupon
Checklist/Cheatsheet
Toolkit...
(6) Iceberg Effect
ICEBERG EFFECT
#Kisswebinar
Facebook
Audience

(controlled)
Breakdown

(uncontrolled)
ICEBERG EFFECT
#Kisswebinar
Where is the conversion coming from?
ICEBERG EFFECT
#Kisswebinar
This Is Where It All Comes Together
ICEBERG EFFECT
#Kisswebinar
1 Ad Set = 1 Audience
• Exclude appropriate audiences
• Keep granular to know what audience is...
ICEBERG EFFECT
#Kisswebinar
Use Audience Insights to
Build New Audiences
And Optimize Existing
Audiences
ICEBERG EFFECT
#Kisswebinar
ICEBERG EFFECT
#Kisswebinar
By Optimizing Campaign Breakdown
}- - - - - -- - -
REVENUE LIFT 

POTENTIAL
} CURRENT

PERFORM...
1
Campaign Objectives - Depends on business type and offer
3 Audiences - Focus on hotter traffic first then move down to c...
OUR FACEBOOK BLUEPRINT

(YOU ARE NOW 90% OF THE WAY THERE)
Conclusion
THANK YOU!!!

Your Facebook Ads Are Stronger Than Ever
Conclusion
LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation
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The Facebook Ads Blueprint- Why most fail, but you won’t.

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Veröffentlicht am

Are you running Facebook advertising but nothing seems to work? Does it ever feel like you’re just throwing ads out there hoping that something sticks? 

Compared to other PPC platforms like AdWords, Facebook can seem difficult to conquer at first. That's because most advertisers focus on the wrong things.

In this webinar, we’ll break down KlientBoost's Facebook ads strategy, that if followed, will help you build a foundation of success.

This includes:

Audiences: Where to focus and prioritize and in what order.
Ads: We'll cover ad types and what ad content your offering should be focused around.
Bid/Campaign Strategies: How you should set up your bids to get the most out of your campaigns.
Iceberg Effect: Once your campaigns are running, this is how you'll optimize and improve performance over time.

Veröffentlicht in: Daten & Analysen
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The Facebook Ads Blueprint- Why most fail, but you won’t.

  1. 1. The Facebook Ads Blueprint: Why Most Fail, But You Won’t MATT NELSON, KLIENTBOOST
  2. 2. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Matt Nelson is a Senior PPC Account Manager at KlientBoost. When he is not focused on driving conversions, you can find him binge watching Silicon Valley or ganking noobs in Heroes of the Storm. MATT NELSON Senior PPC Account Manager, KlientBoost @matt_e_nelson
  3. 3. @Kissmetrics #Kisswebinar @thuelmadsen
  4. 4. @KlientBoost #Kisswebinar @matt_e_nelson
  5. 5. Let’s Get Started
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Let’s Get Started Have You Ever Been Stuck Waiting for FB Ads to Convert?
  8. 8. Let’s Get Started
  9. 9. OUR FACEBOOK BLUEPRINT
 (GETTING YOU 90% THERE) Let’s Get Started
  10. 10. 1 Campaign Objectives - Which campaign should I pick? 3 Audiences - Where to prioritize and in what order Bid Strategies - How to set up your bids to get the most out of your campaigns TABLE OF CONTENTS #Kisswebinar 3 4 Ads - Ad types and ad content your offering should be focused around5 Iceberg Effect - Once campaigns are live, this is how you’ll optimize and improve performance 6 2 Facebook Pixel - Set this up right away
  11. 11. (1) Facebook Pixel
  12. 12. FACEBOOK PIXEL #Kisswebinar
  13. 13. FACEBOOK PIXEL #Kisswebinar
  14. 14. FACEBOOK PIXEL #Kisswebinar
  15. 15. FACEBOOK PIXEL #Kisswebinar
  16. 16. FACEBOOK PIXEL #Kisswebinar 9 Standard Conversion Events • View Content • Search • Add To Cart • Add To Wishlist • Initiate Checkout • Add Payment Info • Purchase • Lead • Complete Registration
  17. 17. FACEBOOK PIXEL #Kisswebinar If needed, created custom conversions
  18. 18. FACEBOOK PIXEL #Kisswebinar Tracking Conversions in the Campaigns
  19. 19. FACEBOOK PIXEL #Kisswebinar
  20. 20. FACEBOOK PIXEL #Kisswebinar
  21. 21. FACEBOOK PIXEL #Kisswebinar
  22. 22. (2) Campaign Objectives
  23. 23. CAMPAIGN OBJECTIVES #Kisswebinar
  24. 24. CAMPAIGN OBJECTIVES #Kisswebinar
  25. 25. CAMPAIGN OBJECTIVES #Kisswebinar It Depends On Your Business ! ➡ ! ! ➡ # $ % ➡ &
  26. 26. CAMPAIGN OBJECTIVES #Kisswebinar
  27. 27. CAMPAIGN OBJECTIVES #Kisswebinar % ➡ &
  28. 28. CAMPAIGN OBJECTIVES #Kisswebinar $
  29. 29. CAMPAIGN OBJECTIVES #Kisswebinar ! ➡ #
  30. 30. CAMPAIGN OBJECTIVES #Kisswebinar ! ➡ !
  31. 31. CAMPAIGN OBJECTIVES #Kisswebinar What is the offer? White Paper, free guide, demo request, free trial, subscribe, etc Video
  32. 32. CAMPAIGN OBJECTIVES #Kisswebinar Lead Ads
  33. 33. CAMPAIGN OBJECTIVES #Kisswebinar Custom Drop Downs For More Qualified Leads
  34. 34. CAMPAIGN OBJECTIVES #Kisswebinar Where Do The Leads Go?
  35. 35. CAMPAIGN OBJECTIVES #Kisswebinar Integrates With CRMs Direct Facebook Integrations • Salesforce (Both Sales Cloud & Marketing Cloud) • Marketo • Oracle Eloqua • MailChimp • Drip • Inxmail • Constant Contact • Clever Reach • InfusionSoft • Sailthru • Sparkroom • Active Campaign • Mailjet • Pipedrive • Oracle Responsys • HubSpot • Emarsys Third-Party Integration Partners • Zapier • Leadsbridge • Driftrock • Popimedia • AdEspresso • Connectio • Active Prospect • SyncSumo • Sync2CRM
  36. 36. (3) Audiences
  37. 37. AUDIENCES #Kisswebinar
  38. 38. AUDIENCES #Kisswebinar UNDERSTANDING AUDIENCE THREAT LEVELS
  39. 39. AUDIENCES #Kisswebinar Ever Launched a Social Campaign
 That Didn’t Work?
  40. 40. AUDIENCES #Kisswebinar You Weren’t Obeying The “Chuck Norris PPC Cycle” ACTION! Consideration Awareness Display visitors start here Video visitors start here Interest Social visitors start here Search visitors could start here
  41. 41. AUDIENCES #Kisswebinar Different Types of Visitors, 
 Need Different Types of Offers
  42. 42. AUDIENCES #Kisswebinar Cold Visitors They don’t know you and they’re not looking for what you offer.
  43. 43. AUDIENCES #Kisswebinar Warm Visitors They’re interested in what you offer, 
 but not sure if you’re their solution.
  44. 44. AUDIENCES #Kisswebinar Hot Visitors They’re searching for your brand name and want to do business with you.
  45. 45. AUDIENCES #Kisswebinar The PPC Intent & Threat Scale Conversion 
 Intent Conversion 
 Threat
  46. 46. AUDIENCES #Kisswebinar The PPC Intent & Threat Scale
  47. 47. AUDIENCES #Kisswebinar The PPC Intent & Threat Scale Display Video Social Search
  48. 48. AUDIENCES #Kisswebinar So What Does This Mean For FB Ads? = =
  49. 49. AUDIENCES #Kisswebinar
  50. 50. AUDIENCES #Kisswebinar 1) Exhaust All Custom Audience Builds
  51. 51. AUDIENCES #Kisswebinar 1) Exhaust All Custom Audience Builds (Retargeting) • First Buyers / Converters Purchase Again Up-sell (eBook downloader >>> Demo Request) • Shopping Cart Abandoners • Email Listers • Site Visitors
  52. 52. AUDIENCES #Kisswebinar 2) Lookalike Audiences
  53. 53. AUDIENCES #Kisswebinar 2) Lookalike Audiences
  54. 54. AUDIENCES #Kisswebinar 2) Lookalike Audiences • Create 1% lookalikes from custom audiences Start with lowest funnel (your customers) Move up the funnel to eventually lookalikes of your page followers • As you start to hit reach max distribution expand to (1-5% LALs) • Layer Audiences/Interests on top if performance doesn’t follow
  55. 55. AUDIENCES #Kisswebinar 3) Saved Audiences
  56. 56. AUDIENCES #Kisswebinar 3) Saved Audiences • Interest / Demographic Based Targeting • Target your ideal customer persona • Can gain top interests & demographics from audience insights report
  57. 57. AUDIENCES #Kisswebinar 4) 1 Ad Set = 1 Audience • Exclude appropriate audiences • Keep granular to know what audience is attributed to the success / failure of the ad set
  58. 58. AUDIENCES #Kisswebinar Important to Note • LALs and saved audiences might not convert on the same custom audience offer (different audience temperatures) • Refer to the PPC Intent to Threat Scale for valid offers (slide 71)
  59. 59. AUDIENCES #Kisswebinar Want More Info on the PPC Traffic Thermometer? Kissmetrics Webinar #180 http://grow.kissmetrics.com/webinar-180-rec *With KlientBoost Founder Johnathan Dane
  60. 60. (4) Bid Strategies
  61. 61. BID STRATEGIES #Kisswebinar
  62. 62. BID STRATEGIES #Kisswebinar Always Start With Automatic Bidding
  63. 63. BID STRATEGIES #Kisswebinar Always Start With Automatic Bidding • Get faster ad distribution • Build up traffic to get initial CPA performance data
  64. 64. BID STRATEGIES #Kisswebinar What Do I Do After Setting Automatic Bids?
  65. 65. BID STRATEGIES #Kisswebinar Set Max Bids To Lower CPA
  66. 66. (5) Ads: Ad Types & Content
  67. 67. AD TYPES & CONTENT #Kisswebinar
  68. 68. AD TYPES & CONTENT #Kisswebinar • Dark post ads
 Build social proof and use same ads across different ad sets. • Ad types
 Front load the creation of different ad types - images, carousels, videos, etc. • Ad variation
 Front load the creation of different ad variations - benefits/features, testimonials, BOFU offers. • Full ad war chest
 Now you can test much faster.
  69. 69. AD TYPES & CONTENT #Kisswebinar Dark Posting
  70. 70. AD TYPES & CONTENT #Kisswebinar Dark Posting
  71. 71. AD TYPES & CONTENT #Kisswebinar Pre-Promo Your Dark Posts
  72. 72. AD TYPES & CONTENT #Kisswebinar Build Social Proof Before Launch • See post with comments
 https://www.facebook.com/ 626005510833765/posts/981246778643172 • Share link with friends
 Get shares, likes, and comments. • Then launch
 Control positive vs negative reception more easily = positive framing.
  73. 73. AD TYPES & CONTENT #Kisswebinar Don’t Be Like Juicero
  74. 74. AD TYPES & CONTENT #Kisswebinar 3 Main Ad Types For Your Ad War Chest Image Ads Carousel Ads Video Ads
  75. 75. AD TYPES & CONTENT #Kisswebinar What Should I Offer?
  76. 76. AD TYPES & CONTENT #Kisswebinar The PPC Intent & Threat Scale Display Video Social Search
  77. 77. AD TYPES & CONTENT #Kisswebinar Your Offers Need to Match Your PPC Channel Temperature Coupon Checklist/Cheatsheet Toolkit Calendar Podcast Email Course Swipe File Infographic White Paper Industry Stats Quiz Coupon Video Course Live Demo Tickets Giveaway eBook T-Shirt Demo Trial Case Study Webinar Consultation Quote Purchase Demo Trial Social ⬆
  78. 78. AD TYPES & CONTENT #Kisswebinar What Does An Example of This Look Like?
  79. 79. AD TYPES & CONTENT #Kisswebinar
  80. 80. AD TYPES & CONTENT #Kisswebinar
  81. 81. AD TYPES & CONTENT #Kisswebinar
  82. 82. AD TYPES & CONTENT #Kisswebinar
  83. 83. AD TYPES & CONTENT #Kisswebinar
  84. 84. AD TYPES & CONTENT #Kisswebinar What Does This Mean For FB Ads?
  85. 85. AD TYPES & CONTENT #Kisswebinar Your Offers Need to Match Your FB Audience Temperature Coupon Checklist/Cheatsheet Toolkit Calendar Podcast Email Course Swipe File Infographic White Paper Industry Stats Quiz Coupon Video Course Live Demo Tickets Giveaway eBook T-Shirt Demo Trial Case Study Webinar Consultation Quote Purchase Demo Trial Lookalike Audiences ⬆⬆ ⬆ Custom AudiencesSaved Audiences
  86. 86. (6) Iceberg Effect
  87. 87. ICEBERG EFFECT #Kisswebinar Facebook Audience
 (controlled) Breakdown
 (uncontrolled)
  88. 88. ICEBERG EFFECT #Kisswebinar Where is the conversion coming from?
  89. 89. ICEBERG EFFECT #Kisswebinar This Is Where It All Comes Together
  90. 90. ICEBERG EFFECT #Kisswebinar 1 Ad Set = 1 Audience • Exclude appropriate audiences • Keep granular to know what audience is attributed to the success / failure of the ad set • We want to have control and know what is converting and what isn’t
  91. 91. ICEBERG EFFECT #Kisswebinar Use Audience Insights to Build New Audiences And Optimize Existing Audiences
  92. 92. ICEBERG EFFECT #Kisswebinar
  93. 93. ICEBERG EFFECT #Kisswebinar By Optimizing Campaign Breakdown }- - - - - -- - - REVENUE LIFT 
 POTENTIAL } CURRENT
 PERFORMANCE Traffic Conversions Sales Revenue
  94. 94. 1 Campaign Objectives - Depends on business type and offer 3 Audiences - Focus on hotter traffic first then move down to colder Bid Strategies - Automated bidding for distribution then manual to lower CPA CONCLUSION #Kisswebinar 3 4 Ads - Ad types and ad content your offering should be focused around5 Iceberg Effect: Once campaigns are live, this is how you’ll optimize and improve performance 6 2 Facebook Pixel - Why this is important (conversion tracking, custom audiences, audience insights)
  95. 95. OUR FACEBOOK BLUEPRINT
 (YOU ARE NOW 90% OF THE WAY THERE) Conclusion
  96. 96. THANK YOU!!!
 Your Facebook Ads Are Stronger Than Ever Conclusion
  97. 97. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation

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