1. Advanced Facebook
Advertising: How to
Maximize Your Impact
Presented by
Alex Houg and Dennis Yu
Design ©2014 Social Media Examiner, Content Copyright Presenter • Do not distribute September 24, 2014

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Facebook Advertising: Defining It’s
Success
Understanding why Facebook ads are about message
delivery, getting the right message to the right people, and
driving awareness/engagement/conversions through paid
approaches.

3. The Social Amplification Engine
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4. The Viral Cycle
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Social advertising is about amplifying user actions, not broadcasting creative.

5. Marketing Automation: Your Key to
Turn-Key Leadgen
Learn how marketing automation makes things easier.
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6. Infusionist Customer Lifecycle
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7. Facebook Ad Formats
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8. AO and CE Ads
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AO (Always On) Ads:
Were a function in
Facebook to always
promote your most
recent page posts.
CE (Content Excellence) Ads: Re-amplifying
your best performing page
posts to capitalize on what has
already done well.

9. Comparison of AO and CE
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In some cases, switching to CE saw a drop of $0.70 CPA, or an 85% reduction.

10. Laser Target Ads Down to Specific
Interest Targets
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11. Friends of Fans (FoF)
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•Brand appears trustworthy from friends
approval.
•Gets 5-10x response rates than from
unconnected users
•Can only be used for users already
connected to your page

12. Workplace Targeting
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Reach people by where they work – Great for B2B/Promoting materials to
media targets!

13. Custom Audiences
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What other ways can you use Custom Audiences? Find out here!

14. Facebook: Expansion of Facebook
Audiences
• Facebook has added new ways
to help advertisers create
lookalike audiences.
• Find more people similar to
your customers and page fans.
• You can now build custom
audiences from:
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• Your website
• Your mobile app
• Facebook conversion pixel data
• Page fans

15. Lookalike Audiences
•Built from existing Custom Audiences.
•Has similar interests and backgrounds,
but aren’t connected to you.
Use your Custom Audiences to refine a whole new segment of
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potential fans.
What other ways can you use Custom Audiences? Find out here!

16. Unpublished (Dark) Posts
•Don’t appear on your page’s timeline.
•Designed to be used for ads.
•Good for controlling which message you’re
promoting to different audiences.
Why/how do I set these up? Learn here!
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17. Conversion Tracking (Offsite) Pixel
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•Is code placed on your site to signal
when a user lands on a certain page.
•Used to track user behavior
throughout conversion funnel and
report.
Offsite what-now? Confused? Learn more here!

18. Website Custom Audiences
•Collects users as they visit your
website, allowing you to advertise
directly to them.
•Useful for bringing potential customers
back.
•Similar to Google Remarketing.
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Want to learn more / Set this up? Click here!

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BUILD AUDIENCE
ENGAGEMENT
CONVERSION
• Post Frequency
• Competitive Benchmarking
• Fan Acquisition • Newsfeed Reach
• Social Reach
• Search Ranking
• Likes and Comments
•• EEamraniel dC Molleedcitaion
• Coupon Redemption
• Purchase
• Sharing
• Retargeting

24. The Engagement Funnel: Ad Types
•Page Like (Interests+Friends Of Fans)
•Page Like (Media Workplace)
•Page Like (Custom Audiences)
•Page Post (Most Recent to Fans)
•Page Post (Most Recent to Friends Of Fans)
•Page Post (Custom Audience)
•Page Post (Lookalike)
•Sponsored Story (Page post Like to Interests)
•Dark Post (Email Collection / To App or Tab)
•Conversion Pixel (Site Conversion Tracking)
•Website Custom Audiences
•Call-To-Action Dark Post
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25. Campaign Level 1: Audience
Awareness
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You’ve promoted thoughtful content, and your intended
audience has noticed your brand in their newsfeed

26. Building Your Audience
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Page Like Ads using interests and Friend-of-Fans (FOF)

27. Building Your Audience
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Gaining fans using Custom Audiences
(This is why we told you to grow your email list in Module 1!)

28. Campaign Level 2: Engagement
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They’ve liked your page, are commenting and sharing, and are curious about using your brand

29. Engaging Your Fans
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Promoting your most recent post to your fans

30. Engaging Your Fans
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Serving page post ads to a custom audience

31. Engaging Your Fans
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Serving page post ads to lookalike audiences

32. Engaging Your Fans
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Promoting sponsored stories based on interests

33. Engaging Your Fans
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Using unpublished (dark) posts to collect emails or attract to an app / tab

34. Campaign Level 3: Conversion
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They’ve met your end goal and acted- Buying from you or using your service

35. Turning Fans Into Customers
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Using a conversion pixel to track conversions on your site

36. Campaign Structure: Types of Ads to
Create
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•Page Like ads Interests+Friends Of Fans
•Page Like ads to industry workplaces
•Page Like ads to Custom Audiences
•Promote most Recent post to Fans
•Promote most recent post to Friends-Of-Fans
•Promote page to your custom audience
•Promote page to Lookalike audience
•Sponsored Story post to literal interests
•Sponsored story post to lateral interests
•Dark Post to Fans of your page
•Dark Post to your custom audience
•One Ad using FBX Remarketing site-wide
•External Google Adwords Remarketing campaign

37. Define Your Audience by Value and
Size
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Social media success is about pinpoint precision targets

38. Use MAA as well to Refine Your Goals
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39. Connect Your Audiences Together
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40. Unify Your Social Presence
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Social media only works when people can see what you
have to say – Put your message everywhere!

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Are you personally responding to influencers, participating in
communities, and optimizing based on response?

42. Use services like FancyHands and
Fiverr to generate fresh new content
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43. What’s some funny uses for a duffle bag? Let’s find out…
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Need help finding interesting content? Use a service like Fiverr / Fancyhand

44. What you can do with a Duffle Bag
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45. Build an Editorial Calendar to
Produce Content at a Steady Pace
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46. Marketo’s “How to set-up an editorial
Calendar for Facebook”
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47. Make Sure to set-up an Editorial Calendar
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Since social amplifies everything else…

48. Produce Content that is Recyclable
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49. Alex Houg
Email:
alex@blitzmetrics.com
Twitter:
@alexhoug
Our Comprehensive Training Guide:
blitzmetrics.com/smmw