This document discusses how using Facebook audiences can make Facebook a more valuable advertising channel than it may seem. It provides examples of how qualifying Facebook audiences at different stages of the purchase funnel, like awareness, interest, and conversions, can improve results. Combining Facebook advertising with Google AdWords audiences and analytics can further boost performance by targeting the right people with the right messages.
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Wolfgang Digital at HeroConf London 2016 - The Facebook Conundrum Solved
1. The Facebook Conversion
Conundrum Solved
How AdWords benefits from Facebook audiences and how this makes
Facebook a more valuable channel than it sometimes seems to be.
Kenia Gonzalez & Zoran Selinger
Digital Marketers | Wolfgang Digital |@ WolfgangDigital
26. Results
Facebook Triple Audience Play
Awareness: nearly 200,000 video views at €0.005
Interest: Facebook ads were 2nd highest source of
traffic to the website
Action: +90% website conversions VS previous period
Leads: 75% cheaper than TV
Loyalty: Monthly donations
59. AdWords Audience Insights
Used In Facebook
Split Test: Pampers offer for Tesco
• uCTR: 5.11% vs 3.18%
• CPC: €0.09 vs €0.20
• Website Clicks: 13,377 vs 6,377